Exam 2 (Ch. 5-9): Integrated Marketing Communication in a Digital Age

True

True or False. The creative concept is an idea that imaginatively solves the client's advertising problem.

True

True or False. The job of the body copy is to make sure the target is looking at the ad and has caught their attention with purchase intentions

E.

What can be done to tie visual cues to the verbal message?

A. Logo

B. Slogans

C. Headline

D. Body copy

E. All of above

Creative

Who is a person involved in creative activity, such as the creation of advertisements?

True

True or False. The lack of exploration is the biggest enemy to creativity.

False

True or False. Stock art is existing line art drawings.

C.

Which is not one of the four stages of design process

A. Concept

B. Thumbnails

C. Softs

D. Super Comprehensive

True

True or False. The first step in the brainstorming process is a word list.

True

True or False. Creative concept is an idea that imaginatively solves the client's advertising problem.

True

True or False. Clip art is existing line art drawings.

False

True or False. There is a right and a wrong placement of elements in an ad.

True

True or False. A word list is the first step in the brainstorming process.

True

True or False. A creative person is the one responsible for the creation of advertisements.

True

True or False. Within the key consumer benefit lies the product's inherent drama.

True

True or False. Orphan is a short line that appears at the bottom of a page or a word on a line by itself at the end of the paragraph.

True

True or False. If the thought is strategically planted, the consumer will decide whether to buy into the idea.

True

True or False. Layouts (roughs) are the third stage in the design process

False

True or False. The lack of exploration is not an enemy to creativity.

True

True or False. An effective IMC creative series must be on target and on strategy both visually and verbally throughout the promotional mix.

False

True or False. Roughs, or layouts, are the first stage in the design process, and they are chosen from the best thumbnail ideas.

True

True or False. Logo, Slogans, headline body, and copy can be used for visual cues to the verbal message.

False

True or False. Advertisements can contain all capital letters in order to grab people's attention.

True

True or False. According to the book, Serif typefaces have more of a feminine appeal because of their delicate lines.

False

True or False. Legibility is achieved when a viewer can read an ad at a glance.

True

True or False. Verbal uniformity takes place when all creative pieces promote one idea or key consumer benefit.

critical

Knowing what the target needs and wants from this product category and how the client's product fits into or addresses those needs is...

False

True or False. There are two basic types of subheads: overline and very overlined.

False

True or False. The four main areas of copy for print or digital are headlines, subhead, body copy and image.

True

True or False. The smaller paragraphs of text in an ad are known as the body copy.

C.

A three to seven word statement is a ...

A. slogan

B. logo

C. tagline

D. none of the above

E.

Which one of these is a type of campaign?

A. National campaigns

B. Service campaigns

C. Corporate campaigns

D. Retail campaigns

E. All of the above

B.

A/An _____ is a short line that appears at the bottom of a page or word (or part of a word) on a line by itself at the end of the paragraph.

A. Widow

B. Orphan

C. Banner

D. Greeking

E.

Verbal elements of a campaign include which of the following?

A. headlines

B. body copy

C. slogan or tagline

D. jingle

E. all of the above

True

True or False. A headline's job is to grab attention, stand out on a crowded page or screen, and be unforgettable by either shouting out the key consumer benefit or supporting the visual.

True

True or False. In a testimonial, a celebrity or an average consumer endorses a product by telling their personal experiences with it.

D.

Copy length is affected by:

A. the medium

B. the target audience

C. the product or service

D. all of the above

False

True or False. An Endorsement is when a celebrity or an average consumer endorses the product by telling his personal experience with it.

True

True or False. Authoritative tone of voice uses an expert to point out product attributes

A.

Freestanding inserts are how many pages?

A. 1 page

B. 2 pages

C. 5 pages

D. 4 Pages

True

True or False. Repetitive visual/verbal ties are what differentiates a campaign from a single-view message.

B.

Which is not an uniformity?

A. campaign

B. source

C. visual

D. verbal

False

True or False. Embargoes are late releases.

True

True or False. Sponsorships are when a corporation or brand commits its name and money to an event.

True

True or False. Fact sheet highlights the strategic information gained from addressing the six basic questions - who, what, when, where, why and how.

True

True or False. Public relations and advertising make an excellent team for creating brand awareness, building brand equity, and maintaining brand loyalty.

True

True or False. Advertising and marketing concentrate on one product for one consumer group. Public relations concentrates on building relationships with many groups to accomplish varied objectives on many levels.

False

True or False. When writing a news release, jargon should be used so only specific target groups understand.

B.

Advance releases are known as _____

A. Slugs

B. Embargoes

C. Die Cuts

D. Inside-Out

False

True or False. Communication inside a corporation is not as important as the message sent to the consumer.

D.

Which of the following are tactics in marketing public relations?

A. print news releases

B. media kits

C. video news releases

D. all of the above

False

True or False. Public relations is a mostly paid form of communication that builds relationships with internal and external audiences through communication efforts that reinforce a company or product's image.

False

True or False. A large amount of crisis control takes place via traditional marketing

False

True or False. Brochures are NOT informational documents the public wants to read.

A.

The ____ should announce the key consumer benefit.

A. Headline

B. Opening

C. Facts

D. Action

B.

What is a downside to public relations?

a. several communication outlets

B. short shelf life

c]C. low cost

D. none of the above

False

True or False. Marketing public relations uses paid media vehicles when broadcasting a product or service.

True

True or False. Print news releases is a considered a tactic in marketing public relations.

True

Ture or False. Corporations that do nothing often face intense scrutiny from the media, forcing a corporation to face up to and act on charges or allegations.

Brochures

_________ are informational documents the public wants to read.

True

True or False. A brand cannot survive if the corporation is under fire or its publics or stakeholders are unhappy or dissatisfied.