Q&A Hero

Q: Explain the advantages of copywriting in print media, and list the disadvantages of copywriting for television advertising.

Q: Consider the following two statements with regard to the use of perceptual maps.I. Plotting current and potential customers on the same map can make an important contribution to strategic decision making.II. The use of before and after perceptual maps can track advertising impact.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: What are the differences between writing advertising copy for print media and for broadcast media? What unique challenges does writing for broadcast hold, and how does writing for interactive or digital media fit into this?

Q: Perceptual maps for the same brands often change across different consumer segments.

Q: List the main members of an advertising agency's creative team? Consider how they are assigned tasks in producing written, audio, and visual elements of ads; and briefly describe these roles and responsibilities.

Q: A brand concept map allows an advertiser to see important brand associations and how these associations are connected in the consumers' mind.

Q: Scenario 11-5A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agency's creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that the advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"a tactic that has been used again and again by other medical institutions.One last thing that she recommends to the client involves her choice of a particular element from among hundreds of options. She admits she has agonized over her selection on this because it affects not only readability, but also sets the mood and tone of the overall visual impression. She is most likely talking about the _____.a. illustration format b. layoutc. typeface d. color

Q: In a brand concept map, the ________ the number of lines linking two attributes the greater the association. A) greater B) fewer C) larger

Q: Scenario 11-5A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agency's creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that the advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"a tactic that has been used again and again by other medical institutions.Once she has a rough draft, the art director has to admit it's a really great-looking ad. All the elements hang together and work with each other, and the overall feel is harmonious and peaceful. She clearly understands the principle of _____.a. balance b. unityc. orderd. proportion

Q: The end goal of brand concept map creation is a set of maps, each of which represents the perceptions of a single individual.

Q: Scenario 11-5A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agency's creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that the advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"a tactic that has been used again and again by other medical institutions.One thing that the art director has learned is that ads should lead the reader's gaze in a logical path that includes the brand name. Which of the following elements of design does this involve?a. Orderb. Proportion c. Balanced. Unity

Q: Think about the creation of a brand concept map. The ________ step is where a researcher codes the maps created by each individual respondent and then, based on the data obtained, uses a set of decision rules to combine the individual maps in one master exemplar map. A) aggregation B) mapping C) elicitation

Q: Scenario 11-5A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agency's creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that the advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"a tactic that has been used again and again by other medical institutions.The art director thinks about the layout and reminds herself of a widely held belief in the world of art productionthat a larger size in an ad illustration typically means:a. greater reader attention. b. higher brand sales.c. lesser brand importance. d. weaker copy.

Q: Think about the creation of a brand concept map. It is advantageous to have different types of individuals in the mapping and elicitation stages of data collection.

Q: Scenario 11-5A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agency's creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that the advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"a tactic that has been used again and again by other medical institutions.The art director for this campaign needs to convey a particular mood, a feeling of warmth and serenity, in this ad illustration. While all of the elements below may have some impact on the illustration, she should pay particular attention to the:a. size of the illustration within the layout.b. lighting, color, tone, and texture of the illustration. c. space taken by the body copy.d. magazine and newspaper vehicles in which the ad will run.

Q: Think about the creation of a brand concept map. Only quantitative research can be used in the elicitation state.

Q: Scenario 11-4You are a production assistant working on a thirty-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies. The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product.The production team is ready to show the client shots from the unfinished project to give an idea of what the commercial will look like. These shots do not include transitions, special effects, or audio; but are merely selections from the first step in postproduction. These excerpts are from the:a. director's rough cut.b. digital editing. c. audio edit.d. master copy.

Q: Think about the creation of a brand concept map. The ________ step identifies the most important brand associations. A) aggregation B) mapping C) elicitation

Q: Scenario 11-4You are a production assistant working on a thirty-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies. The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product.In which of the following roles has the producer been involved with during the preproduction process for this commercial?a. Approving the storyboard and script, and soliciting bids from production houses b. Coordinating the camera operators, and handling the cast during shootingc. Conducting research, and informing all concerned about consumer preferences d. Acting as liaison between client and agency, and buying television airtime

Q: The last step in the creation of a brand concept map is ________. A) aggregation B) mapping C) elicitation

Q: Scenario 11-4You are a production assistant working on a thirty-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies. The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product.The first cut of the ad is attractive, touching, cute, and just humorous enough. When an audience tests it, most viewers really like the dogs, the visuals, and the music; but they don"t remember the product. Which of the following creative guidelines for television was forgotten?a. Persuading as well as entertaining b. Avoiding humor whenever possible c. Maintaining a feeling of continuity d. Showing the brand

Q: The first step in the creation of a brand concept map is ________. A) aggregation B) mapping C) elicitation

Q: Scenario 11-4You are a production assistant working on a thirty-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies. The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product.One of the ideas in an early brainstorming session was to start the Happy Heart Hound commercial with a quick series of adorable, playful puppies wearing heart-shaped sunglasses. Which of the following guidelines for effective television advertising does this hope to demonstrate?a. Showing the brandb. Coordinating the audio and the visual c. Using an attention-getting openingd. Emphasizing the audio

Q: Brand concept maps focus on ________ brand(s). A) only one B) exactly two C) three or more

Q: Scenario 11-4You are a production assistant working on a thirty-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies. The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product.This television shoot involves a lot of people and is a complex, collaborative effort. Who among the following is more likely to be in charge of the set?a. The film directorb. The account executive c. The chief creatived. The agency producer

Q: Consider the correspondence map shown below.You have been hired as a consultant to Company G. Which of the following would be the best recommendation to make?A) Continue to stress the reliable phones and knowledgeable salespeopleB) Shift emphasis to billing accuracyC) Shift emphasis to value and works anywhere

Q: Scenario 11-3A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner. Music plays in the background. The words "You Probably Know This. Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen. The litmus paper is removed, and it has turned a dark blue-green color. "You Probably Know This. The Darker, The Harsher" is then superimposed. A series of cuts reveals litmus paper being lowered onto different bars of wet soap. In each case, the strip turns a dark color. The brand name of each bar of soap is superimposed underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper remains yellow. Three super impositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none."The superimposed words that end the spot, "Ivory is Mildest. Bar none," could be considered Ivory's slogan. Which of the following is an important function of a slogan such as this?a. Providing unity and order to the adb. Motivating the viewer to buy the productc. Increasing memorability of the key benefit of the brand d. Entertaining or amusing the viewer

Q: Consider the correspondence map shown below.Your client, who does not appear on the map, asks if the company should stress the reliability of their phones or excellent value. What is your recommendation?A) stress reliabilityB) stress excellent valueC) either attribute is equally good to stress

Q: Scenario 11-3A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner. Music plays in the background. The words "You Probably Know This. Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen. The litmus paper is removed, and it has turned a dark blue-green color. "You Probably Know This. The Darker, The Harsher" is then superimposed. A series of cuts reveals litmus paper being lowered onto different bars of wet soap. In each case, the strip turns a dark color. The brand name of each bar of soap is superimposed underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper remains yellow. Three super impositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none."To make sure that all the words and visuals of this TV spot work together, the creative team would have begun this campaign by preparing a___ .a. working script b. storyboardc. fact sheet d. thumbnail

Q: Consider the correspondence map shown below.Which attribute shown below is the most valued by consumers?A) Excellent selectionB) Reliable phonesC) Excellent serviceD) Knowledgeable salespeople

Q: Scenario 11-3A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner. Music plays in the background. The words "You Probably Know This. Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen. The litmus paper is removed, and it has turned a dark blue-green color. "You Probably Know This. The Darker, The Harsher" is then superimposed. A series of cuts reveals litmus paper being lowered onto different bars of wet soap. In each case, the strip turns a dark color. The brand name of each bar of soap is superimposed underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper remains yellow. Three super impositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none."Which of the following guidelines for copywriting is most strongly demonstrated by this spot overall, one that is also important in radio copy and digital/interactive copy?a. Emphasizing the brand nameb. Making the slogan a major component of the ad c. Constructing an axisd. Keeping the wording short and to the point

Q: Consider the correspondence map shown below.Which brand most closely competes with Brand A?A) Brand BB) Brand CC) Brand ED) Brand F

Q: Scenario 11-3A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner. Music plays in the background. The words "You Probably Know This. Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen. The litmus paper is removed, and it has turned a dark blue-green color. "You Probably Know This. The Darker, The Harsher" is then superimposed. A series of cuts reveals litmus paper being lowered onto different bars of wet soap. In each case, the strip turns a dark color. The brand name of each bar of soap is superimposed underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper remains yellow. Three super impositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none."A copywriter came up with the idea to superimpose the words, "You Probably Know This. Litmus Paper Measures Alkalinity" and "You Probably Know This. The Darker, The Harsher." Considering the nature of this ad, which general guideline for television copywriting does this follow?a. Using active wordsb. Providing support for the unbelievable c. Emotionally involving the readerd. Using unfamiliar words

Q: The creation of correspondence maps requires that data be collected at the ________ level of measurement. A) nominal B) ordinal C) interval D) ratio

Q: Scenario 11-2You are the creative director at a Milwaukee ad agency. Today, your copywriters are presenting you with their ideas for several thirty-second radio spots for the City of Milwaukee Tourism Bureau. The Bureau wants to feature its own information center and tours, city museums, art galleries, concerts, festivals, and special events. When they are ready, the best ideas will be taken to the marketing director, of the City of Milwaukee, for review and approval.One copywriter presents a spot that is funny, delivers the key selling points, and uses opening music as well as sound effects representing various elements of the city. You need to get it recorded before sending it to the client. You send it with the young copywriter to a trusted recording studio with the caution that says, "use sounds effects with care." This means that:a. any added music should be kept to a minimum to avoid irritating the audience. b. the sound effects should not overwhelm the copy.c. one cannot expect to build a musical picture in the listener's mind. d. one should not mix sound effects and music.

Q: Correspondence maps, similar to perceptual maps, provide explicit insights into the dimensions consumers use to evaluate brands.

Q: Scenario 11-2You are the creative director at a Milwaukee ad agency. Today, your copywriters are presenting you with their ideas for several thirty-second radio spots for the City of Milwaukee Tourism Bureau. The Bureau wants to feature its own information center and tours, city museums, art galleries, concerts, festivals, and special events. When they are ready, the best ideas will be taken to the marketing director, of the City of Milwaukee, for review and approval.One copywriter shows you an idea that involves an announcer reading a top-ten list of cool reasons to visit Milwaukee. Which of the following basic guidelines of radio copy writing does this technique address?a. Repeating the brand nameb. Stressing the main selling points c. Stimulating the imaginationd. Tailoring copy to a time, place, and audience

Q: You conduct a perceptual mapping study and decide that three dimensions are required. Then, as part of data analysis, you divide the sample into two groups: younger men and older men. The ratings of both groups for your brand, as well as the Ideal brand, are shown below. The scale range is +3 to -3.Consider the following two statements:I. The two groups of men have similar images of your brand.II. You could improve your brand's position in the marketplace for both groups of men if you improve your brand's image on Dimension 3.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: Scenario 11-2You are the creative director at a Milwaukee ad agency. Today, your copywriters are presenting you with their ideas for several thirty-second radio spots for the City of Milwaukee Tourism Bureau. The Bureau wants to feature its own information center and tours, city museums, art galleries, concerts, festivals, and special events. When they are ready, the best ideas will be taken to the marketing director, of the City of Milwaukee, for review and approval.Last week, you met with your copywriters and reminded them of the various options they had in writing for radio. What are the four basic formats available to them in creating a radio ad?a. Announcement, testimonial, reason-why, and hard-sell formats b. Sound effect, jingle, slogan, and disc jockey formatsc. Music, dialogue, announcement, and celebrity formatsd. Information, entertainment, persuasion, and testimonial formats

Q: You conduct a perceptual mapping study and decide that three dimensions are required. Then, as part of data analysis, you divide the sample into two groups: younger men and older men. The ratings of both groups for your brand, as well as the Ideal brand, are shown below. The scale range is +3 to -3. The two groups of men ________ that all three dimensions are important in the purchase decision. A) agree B) disagree

Q: Scenario 11-2You are the creative director at a Milwaukee ad agency. Today, your copywriters are presenting you with their ideas for several thirty-second radio spots for the City of Milwaukee Tourism Bureau. The Bureau wants to feature its own information center and tours, city museums, art galleries, concerts, festivals, and special events. When they are ready, the best ideas will be taken to the marketing director, of the City of Milwaukee, for review and approval.Before the copywriters present, you want to familiarize yourself with the details of the campaign once again. You review a copy of the creative brief because you know it:a. contains the best ideas used by competitors of the client.b. is the channel that will carry the ad campaign's message to the public.c. represents the unique thought behind the ad campaign.d. lists the rules, restrictions, and limitations for the ad campaign as dictated by the client.

Q: When thinking about advertising strategy, the brand closest to the Ideal brand would most likely try to defend and maintain its competitive position.

Q: Scenario 11-1After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.(Andy Borowitz, "Toyota Unveils New Slogan: "Drive a Toyota. You"ll Never Stop"." TheHuffingtonPost, February 6, 2010.)The account executive for a campaign such as this is adamant that the copy be tested before he even submits it to the client. He is looking for audience reaction and interpretation of the proposed copy known as _____ copy research. a. illustrativeb. developmental c. continuald. evaluative

Q: A perceptual mapping study was conducted to explore consumers' perceptions of various brands of television sets. Two dimensions were discovered: Picture Quality and Sound. The average ratings for different brands, as well as the Ideal brand, on each dimension is shown below. The scale range is from + 3 to -3. Which brand has the least developed brand image? A) A B) D C) E D) G E) H

Q: Scenario 11-1After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.(Andy Borowitz, "Toyota Unveils New Slogan: "Drive a Toyota. You"ll Never Stop"." TheHuffingtonPost, February 6, 2010.)A slogan can be an integral part of a brand's image and personality, but it can serve other purposes as well. One of these purposes could be to:a. develop the idea presented in the headline. b. entice the audience to look at the visual.c. provide continuity to an entire campaign. d. close the sale.

Q: A perceptual mapping study was conducted to explore consumers' perceptions of various brands of television sets. Two dimensions were discovered: Picture Quality and Sound. The average ratings for different brands, as well as the Ideal brand, on each dimension is shown below. The scale range is from + 3 to -3. In order to move closer to the Ideal, Brand E needs to primarily generate more positive perceptions of its ________. A) picture quality only B) sound quality only C) both picture quality and sound quality

Q: Scenario 11-1After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.(Andy Borowitz, "Toyota Unveils New Slogan: "Drive a Toyota. You"ll Never Stop"." TheHuffingtonPost, February 6, 2010.)To create successful advertisements for interactive media, Toyota must understand the difference between interactive media and traditional one-way media. Which of the following implications is true of interactive media?a. The audience of interactive media often seek ads and IBP material online, rather than through traditional media.b. Forms of interactive media have lower rates of recall than forms of traditional media. c. Copy writing of interactive media is of higher quality than that of traditional media.d. There is often less incentive to read interactive forms of media than traditional print media.

Q: A perceptual mapping study was conducted to explore consumers' perceptions of various brands of television sets. Two dimensions were discovered: Picture Quality and Sound. The average ratings for different brands, as well as the Ideal brand, on each dimension is shown below. The scale range is from + 3 to -3. The brand that is best positioned to meet consumers' preferences is brand ________. A) A B) B C) D D) F E) H

Q: Scenario 11-1After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.(Andy Borowitz, "Toyota Unveils New Slogan: "Drive a Toyota. You"ll Never Stop"." TheHuffingtonPost, February 6, 2010.)Toyota is designing its print media advertisements. It decides to use the least complex copy technique to highlight the urgency of acting immediately. Which of the following copy techniques is it more likely to have chosen?a. Direct response copy b. Narrativec. Dialogued. Straight-line copy

Q: You conduct a perceptual mapping study for shampoo and decide that it is a three-factor solution. The computer then determines the extent to which each attribute is associated with each factor. The data is shown below. Which factor is best labeled "Best/worst for healthy hair?" A) Factor 1 B) Factor 2 C) Factor 3

Q: Scenario 11-1After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.(Andy Borowitz, "Toyota Unveils New Slogan: "Drive a Toyota. You"ll Never Stop"." TheHuffingtonPost, February 6, 2010.)To create ads featuring the new company slogan, Toyota assembles a creative team of individuals who will focus solely on designing the new advertisements. Toyota realizes that it will need to have a strong Internet and social media presence. In order to effectively utilize these outlets, Toyota should consider hiring a(n): a. production coordinator.b. media planner.c. advertising guru. d. copywriter.

Q: You conduct a perceptual mapping study for shampoo and decide that it is a three-factor solution. The computer then determines the extent to which each attribute is associated with each factor. The data is shown below. The attribute "untangles hair" is most closely related to which other attribute (from the list below)? A) Repairs split ends B) Makes hair easy to style C) Revitalizes hair D) One bottle lasts a long time E) Renews hair's natural vitamins

Q: ____can save a lot of time on a shoot day when many more costly personnel are on the set. a. Prelightingb. Budgeting c. Blocking d. Scripting

Q: You conduct a perceptual mapping study for shampoo and decide that it is a three-factor solution. The computer then determines the extent to which each attribute is associated with each factor. The data is shown below. Which factor(s) contain three attributes? A) Factor 1 B) Factor 2 C) Factor 3 D) Both Factors 1 and 2 E) Both Factors 2 and 3

Q: You conduct a perceptual mapping study. The following data is obtained from the initial factor analysis. The question mark should be replaced with ________. A) 0.0 B) 7.8 C) 8.9 D) 11.1 E) cannot be determined from the information provided

Q: Which of the following is true of the production stage of television advertising process?a. It can include some final preparations such as lighting checks and rehearsals.b. It involves creating the shot-by-shot sketch depicting the visual scenes that will be used in an advertisement. c. It is that stage at which the advertiser estimates the cost of the shoot and required paraphernalia.d. It mostly involves the assessment of directors and music suppliers to be chosen for the shooting.

Q: You conduct a perceptual mapping study. The following data is obtained from the initial factor analysis. What would be the most appropriate number of factors to select for the next step of the analysis. A) 1 B) 2 C) 3 D) 4

Q: The director may want to work with the on camera talent along with the camera operators to practice the positioning and movement planned for the ad. This work is known as _____.a. shootingb. packing-up c. blockingd. placing

Q: You conduct a factor analysis leading to the creation of perceptual maps. Four factors have been identified. How many perceptual maps, in total, need to be created in order to plot all combinations of factors? A) 1 B) 2 C) 4 D) 6 E) 8

Q: A television commercial for a high-speed mountain bike is in the middle of production. Who among the following would be responsible for handling the script, interpreting the storyboard, managing the talent; and dealing with the cameras, lighting, and set?a. The director b. The producerc. The media plannerd. The account executive

Q: ________ is used to determine the number of dimensions consumers use to evaluate brands. A) Factor analysis B) Chi-square C) Analysis of variance D) Multi-modal analysis E) Hybrid analysis

Q: The best guideline for working with both audio and visual elements during the production of a television spot is to:a. emphasize the visual but reinforce it with the audio. b. avoid use of the audio when showing a key visual. c. let the audio tell the full brand story.d. allow the visual to establish the tone and the audio to sell the benefits.

Q: What type of measure collects the data used to create a perceptual map? A) multiple choice questions B) dichotomous questions C) rating scale D) constant sum questions E) semantic differential

Q: The most important function in the first few seconds of a television commercial is to: a. stress the audiothen the viewer will follow up with the visual. b. get the name outso the viewer can establish recall at the outset. c. establish the benefitotherwise the viewer will quickly lose interest. d. get attentiongrab the viewer immediately or the spot will probably fail.

Q: Data collection underlying the creation of a perceptual map requires that every brand be evaluated on every attribute.

Q: Unlike print ads, websites:a. have a very limited reach. b. use just written words.c. change almost instantly.d. appeal to the older generation.

Q: The creation of a perceptual map begins with a list of specific category attributes.

Q: Art production for advertising to appear in cyberspaceparticularly those composed of headline, body copy, and illustrationmost closely resembles production of advertising for _____.a. radiob. television c. packaging d. print

Q: Consider the perceptual map shown below.Which brand is in the weakest competitive position?A) MyspaceB) BeboC) ZangaD) ZorpiaE) Yahoo! 360

Q: When analyzing the various elements of type, the _____refers to the size of the type in height. a. typefaceb. fontc. point d. serif

Q: Consider the perceptual map shown below.What needs to be added to this map in order to determine the single brand that is in the strongest competitive position?A) average brand ratingsB) additional brands in the upper left quadrantC) additional brands in the lower left quadrantD) the ideal brandE) additional brands in the lower right quadrant

Q: Type fonts are seen in ____basic typeface groups, all with different personalities. a. twob. four c. sixd. eight

Q: Consider the perceptual map shown below.Which brand is in the strongest competitive position?A) BeboB) FacebookC) MyspaceD) Zanga

Q: A print ad being developed for a women's clothing line shows the headline font, the images, and the actual body copy to allow the client to imagine the ad and give approval. This is known as a_____ . a. thumbnailb. compc. sans serif layout d. rough layout

Q: Consider the perceptual map shown below.Which quadrants represent a mix of brand strengths and weaknesses?A) I and IIB) I and IVC) I and IIID) II and IIIE) II and IV

Q: In which of the following orders does an ad layout typically progress through standard stages during its development?a. Rough draft, comp, thumbnail, final mechanical b. Thumbnail, rough layout, comp, final digitalc. Mechanical, rough draft, thumbnail, final compd. Thumbnail, illustration layout, rough layout, final mechanical

Q: Consider the perceptual map shown below.Which is the worst quadrant for a brand to be in?A) IB) IIC) IIID) IV

Q: Which of the following terms identifies the visual line, real or imagined, that runs through an ad and organizes all elements?a. Serif b. Axisc. Thumbnaild. Gaze motion

Q: Consider the perceptual map shown below.Which is the best quadrant for a brand to be in?A) IB) IIC) IIID) IV

Q: Which of the following is considered the most crucial design element that brings harmony to all components on the page?a. Order b. Unityc. Balance d. Color