Q&A Hero

Q: A dimension is a broad descriptor which represents a group of related, individual product ________. A) signs B) attributes C) symbols D) names E) enhancements

Q: A person picks up a magazine and flips through the pages, stopping at a full-page ad. Which of the following is a tendency of eye movement that occurs when a person views a print advertisement?a. From light to dark b. From right to leftc. From white to color d. From small to large

Q: Perceptual maps inform advertisers with regard to the ________ consumers use to evaluate brands. A) numeric criteria B) scale C) dimensions D) scope E) range

Q: The principles of design suggest that:a. there should be a unifying force within the ad.b. the components within an advertisement should be ambiguous. c. all elements of the ad should be equally emphasized.d. it should be formally imbalanced.

Q: ________ maps provide a visual representation of consumers' attitudes, typically in terms of the perceived strengths and weaknesses of brands that compete in the same category. A) Perceptual B) Personification C) Symbolic D) Judgment E) Picture

Q: Which of the following elements of advertising involves the structure itself and the plan behind the structure?a. Layout b. Design c. Copyd. Illustration

Q: Explain the role of motivation and resources in the creation of VALS segments.

Q: Color is often effectively used in advertising illustrations to:a. construct an axis. b. create a mood.c. prevent scrutiny of a product's functions.d. get a universally recognized reaction.

Q: A segmentation study was conducted to explore attitudes toward classical music and symphonyattendance. Responses to key attitude questions are shown below.ANY SCORE 4.0 OR OVER IS SIGNIFICANTLY HIGHER THAN THE OVERALL AVERAGE INDICATING MORE AGREEMENT.ANY SCORE 2.0 OR LESS IS SIGNIFICANTLY BELOW THE OVERALL AVERAGE INDICATING LESS AGREEMENT.Which group is best named "Snobby Sally and Sam"? Why?

Q: An ad for concentrated frozen orange juice highlights the product using a combination of backlighting and low-angle shots to show the golden liquid being poured into the sparkling tumbler. Which of the following is depicted in this illustration?a. The product set in a test situation b. The brand seen in a social context c. The brand portrayed as a herod. The product used by a typical consumer

Q: Briefly describe four criteria that advertisers use to select segments .

Q: Probably the most straightforward illustration is one that:a. attracts the target audience. b. stimulates copy readership. c. creates a mood.d. communicates features or benefits.

Q: Briefly describe two reasons why advertisers use segmentation.

Q: In ___, the audience expresses its approval or disapproval of the copy used in an ad. Therefore, copywriters are not fond of these report cards.a. evaluative copy researchb. social media copyc. postproduction reviewd. developmental copy research

Q: ________ segmentation is an analysis of people in terms of where they live. It accomplishes this analysis by dividing the United States into very small geographic areas and then describing the individuals who live in that area in terms of demographics, media usage, lifestyle choices, possessions, and purchase behaviors. The core premise of this segmentation is that similar people live in similar places, partake in similar activities, share common beliefs, and live similar lifestyles, in other words, that "birds of a feather flock together." A) Urban B) Geodemocratic C) Neighborhood D) Geodemographic

Q: Which of the following is a difference between interactive and noninteractive media? a. Interactive media are less user-directed, while noninteractive media are more user directed. b. In interactive media, audience has less incentive to read a copy; while in noninteractive media they have more incentive. c. Most of interactive media copy is indirect response, while all noninteractive media is direct response. d. In interactive media, audience is more likely to seek out the ads; while in noninteractive media, they are not.

Q: Mediamark and Experian Simmons both report an index as part of their data base. An index of below ________ is considered to be an indication of below average group composition. A) 70 B) 80 C) 85 D) 100 E) 115

Q: Recent history and research suggest that copywriting for promotions in the evolving media of cyberspace:a. involves styles, feelings, and demands similar to that of other media. b. is often abstract and distant rather than user-directed and engaging. c. has been influenced by its background in techno-speak.d. tends to be static and unchanging.

Q: Mediamark and Experian Simmons both report an index as part of their data base. An index of ________ and above is considered to be an indication of above average group composition. A) 90 B) 100 C) 110 D) 115 E) 135

Q: A copywriter not only has to fulfill all the responsibilities of proper information inclusion based on creative platform and strategy decisions, but also has to:a. carefully fit all the information within, between, and around the display. b. sell the product and entertain the audience.c. tell the same story with the audio and the video.d. ensure that the consumer has a voice in the creative planning.

Q: Consider the Mediamark (MRI) data shown below. What percent of all women use Islands? A) 1.6% B) 6.1% C) 74.4% D) 143%

Q: A radio spot for a local shoe chain begins with the lines, "You walk the dog. You jog the trail. You chase the bus. You go, go, go. You need new shoes." Which of the following guidelines for successful radio copywriting is used in this ad?a. Keep sentences short. Use common language.b. Use attention-getting sounds. Stimulate the imagination. c. Stimulate the imagination. Repeat the brand name.d. Select the audience. Give news about the brand.

Q: Consider the Mediamark (MRI) data shown below.What percent of Fident users are women?A) 6.1%B) 63.2%C) 121%

Q: Which of the following is necessary due to the fleeting impression that radio makes, particularly if the location of a business is included?a. Musicb. Repetitionc. Imagination d. Brevity

Q: Consider the Mediamark (MRI) data shown below. Which brand(s) have an average proportion of women in their user base? A) Tresbon B) TresBon and Fident C) Fident and Islands D) Islands

Q: A breakfast cereal advertiser decides to create a print media advertisement instead of advertising on broadcast television. This is probably because the advertiser:a. is not aiming to communicate detailed features of a product that is complex. b. is keen on creating a mood and demonstrating brand values.c. does not require time and space to advertise the product.d. wants to allow readers to process the information at a personalized rate.

Q: According to VALS, ________ are trendy and fun loving. They are concerned about the opinions and approval of others. Money defines success for those in this segment, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead. They are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstances will allow. A) Believers B) Strivers C) Makers D) Innovators E) Experiencers

Q: Which of the following is a disadvantage of broadcast television advertising?a. It involves longer writing to better communicate complex brand features.b. It represents a timing challenge as the copy should be precisely coordinated with the visuals. c. It allows a reader to dwell on the copy and process the information at a personalized rate.d. It provides a copywriter time and space to to communicate details, complete with illustrations.

Q: According to VALS, ________ have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. They live conventional lives, are politically conservative, and respect authority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery. With many wants and needs, they are active in the consumer marketplace. Image is important to them. They favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of time-saving devices. A) Achievers B) Experiencers C) Makers D) Thinkers E) Believers

Q: Which of the following refers to the term audio wallpaper?a. The incorrect choice of broadcast media for the message to be delivered b. The spoken or musical formats commonly used in broadcast adsc. The use of radio as unobtrusive background or fillerd. The creative plan for TV or radio that lacks any real creative thought

Q: According to VALS, ________ are motivated by self-expression. They express themselves and experience the world by working on it - building a house, raising children, fixing a car, or canning vegetables - and have enough skill and energy to carry out their projects successfully. They are practical people who have constructive skills and value self-sufficiency. They live within a traditional context of family, practical work, and physical recreation and have little interest in what lies outside that context. They are suspicious of new ideas and large institutions such as big business. They are respectful of government authority and organized labor, but resentful of government intrusion on individual rights. They are unimpressed by material possessions other than those with a practical or functional purpose. Because they prefer value to luxury, they buy basic products. A) Thinkers B) Strivers C) Achievers D) Makers E) Believers

Q: A young woman has just launched her own company to promote several unique but inexpensive kitchen gadgets. She wants to get her message out to TV audiences, but she does not have a large budget. Taking this into consideration, an agency will probably propose a television commercial that:a. uses a testimonial approach. b. has a series of vignettes.c. features animation.d. focuses on functional features.

Q: According to VALS, ________ are motivated by self-expression. As young, enthusiastic, and impulsive consumers, they quickly become enthusiastic about new possibilities, but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. They are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff. A) Innovators B) Believers C) Experiencers D) Achievers E) Thinkers

Q: The creative potential of ____ rests in its ability to stimulate a "theater of the mind," which allows a copywriter to create images and moods for audiences that transcend those created in any other medium. a. Internetb. television c. radiod. print

Q: According to VALS, ________ are motivated by ideals. They are conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community, and the nation. Many express moral codes that are deeply rooted and literally interpreted. They follow established routines, organized in large part around home, family, community, and social or religious organizations to which they belong. As consumers, they are predictable; they choose familiar products and established brands. They favor American products and are generally loyal customers. A) Believers B) Makers C) Strivers D) Experiencers E) Achievers

Q: Which of the following is a negative effect of broadcast media on the copywriting process?a. It actually has little difference in its effect.b. It offers more opportunities for creative copy.c. It provides unlimited options for visual elements but few for verbal elements. d. It has inherent limitations on time and space.

Q: According to VALS, ________ are motivated by ideals. They are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility. They tend to be well-educated and actively seek out information in the decision-making process. They are well-informed about world and national events and are alert to opportunities to broaden their knowledge. They have a moderate respect for the status quo institutions of authority and social decorum, but are open to consider new ideas. Although their incomes allow them many choices, they are conservative, practical consumers. They look for durability, functionality, and value in the products they buy. A) Achievers B) Thinkers C) Strivers D) Makers E) Experiencers

Q: Which of the following is true of a body copy? a. It consists of fewer words than the subhead. b. It is the visual component of an advertisement. c. It tells a complete story of a brand and reinforces the headline. d. It is more likely to be read by people than the headline and subhead.

Q: According to VALS, the Self-Expression group consists of the Experiencer and ________ segments. A) Believers B) Makers C) Strivers D) Achievers E) Thinkers

Q: A copywriter is deciding on the best approach for a magazine ad featuring a protein energy bar, and has narrowed down her options to two typestestimonial or dialogue. Which of the following is a major difference between a testimonial and a dialogue? a. A testimonial approach is written by the spokesperson, while a dialogue approach is written by the copywriter. b. A testimonial approach is one-sided, while a dialogue approach has two people conversing. c. A testimonial approach uses the hard-sell method to push the product, while a dialogue approach uses the image method to create a social setting. d. A testimonial approach emphasizes product benefits, while a dialogue approach emphasizes image.

Q: According to VALS, the Achievement-oriented group consists of the Strivers and ________ segments. A) Achievers B) Strivers C) Experiencers D) Believers E) Makers

Q: Which of the following are the five standard techniques used in preparing body copy?a. Celebrity, narrative, slogan, straight-line, and teaserb. Social, multicultural, response, evaluative, and dialoguec. Straight-line, dialogue, testimonial, narrative, and direct response d. Testimonial, narrative, evaluative, developmental, and thumbnail

Q: According to VALS, the Ideals group consists of the Thinkers and ________ segments. A) Innovators B) Strivers C) Achievers D) Believers E) Experiencers

Q: Body copy based on the ___ approach delivers a series of statements about a brand, though this technique is rarely lively and can often result in a dull ad. a. straight-lineb. direct response c. narratived. dialogue

Q: According to VALS, ________ are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. A) Innovators B) Believers C) Strivers D) Thinkers E) Makers

Q: The whole purpose of good body copy is to:a. be clever, entertaining, or funny.b. pull together the headline, subhead, and visuals. c. give all the possible reasons to buy the brand.d. tell a more complete story of the brand.

Q: According to VALS, ________ with many resource constraints, (e.g., little money, poorer health, low tolerance for risk) consume little and are motivated mostly by low cost and brand familiarity. A) Strivers B) Believers C) Innovators D) Survivors E) Thinkers

Q: A subhead for a Michigan resort ad reads, "Michigan's Oldest Resort. In the Woods. On the Cliffs. At the Beach. Location, Location, Location. Best Location on the Lake for the Past 130 Years." This copy fulfills the basic job of the subhead, which is to:a. speak directly to readers with sound advice about the brand. b. target a specific demographic group to consider the brand.c. add key selling points about the brand.d. promote a good feeling about the brand.

Q: Energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership, and vanity (along with demographics) are used by VALS to determine an individual's ________. A) literacy level B) technological sophistication C) resources D) brand loyalty

Q: An advertisement for a Michigan resort features the headline, "Endless Coast. Endless Sand. Endless Sunset. Endless Time. Lighthouse Harbor Lodge." The primary purpose of this headline is to:a. identify the brand.b. establish a tone or emotion. c. select the audience.d. give advice to the reader.

Q: VALS includes three primary motivations that matter for understanding consumer behavior: ideals, achievement, and ________. A) self-expression B) selflessness C) self-determination D) self-indulgence

Q: Although, it may possess other positive aspects, a headline does no good unless it:a. makes a strong emotional appeal.b. conveys information not included in the body copy. c. restates the ideas found in the visuals.d. motivates readers to move on to the rest of the ad.

Q: VALS divides the U.S. adult population using two primary dimensions. One dimension is motivation. The second dimension is ________. A) literacy level B) technological sophistication C) resources D) brand loyalty

Q: A copywriter is just starting on a print ad for a new brand of dishwasher detergent. Which of the following is the first step in developing copy for print?a. Sketching an overall view of the finished adb. Meeting with the creative director to brainstorm a list of exciting words to be included c. Deciding how to use, or not use, the three main components of print copyd. Writing a few rough headlines and possibly subheads

Q: VALS divides the U.S. population into ________ individual segments. A) 2 B) 4 C) 6 D) 8

Q: Which of the following is the main challenges of the copywriter early in the campaign process?a. Combining texts and visuals to create a unified wholeb. Writing lively and colorful words about products that are often dull and lifelessc. Extracting meaning from massive amounts of analytical data, and market research d. Creating the mood, tone, or humorous angle that gives the product real value

Q: VALS is an example of a syndicated ________ segmentation. A) psychographic B) demographic C) geodemographic D) life stage

Q: Shortly after an agency agrees to create a new campaign for a well-known instant coffee, a creative brief needs to be put together. A creative brief is important because it:a. pulls together initial ideas for copy, visuals, media, and overall concept from various team members. b. acts as the checkbook and the balance sheet to keep expenses on track.c. gets the creative team started with a list of suggested ideas from the client.d. is produced based on brainstorming by all agency and client staff involved in the campaign.

Q: The three primary approaches to syndicated segmentation are: psychographic, product usage, and ________. A) residential geographic B) geopsychographic C) geopolitical D) geodemographic

Q: An account planner is added to many creative teams to:a. handle media placement in an increasingly sophisticated market. b. gather research that gives the consumer a voice.c. watch the bottom line and monitor spending of advertising dollars. d. assist the account executive in connecting creative's to clients.

Q: Think about presenting the results of a segmentation study. A ________ can be created for each individual segment. This document names and describes the typical individual in a segment, communicating all segment characteristics as a reflection of that single individual within the segment. A) summary sheet B) persona C) narrative D) spec sheet

Q: An account planner:a. is more likely to suggest the idea for the visuals. b. comes up with the headline or tag line.c. keeps the profile of the target consumer in the team's mind.d. is responsible for the actual production and is usually in charge on the set.

Q: Think about presenting the results of a segmentation study. A ________ can be created for each individual segment. This document provides a "literary" description of the segment and its defining characteristics, values, behaviors, and beliefs. A) summary sheet B) persona C) narrative D) spec sheet

Q: Each shoot has its own tempo and direction. Advertisers have to accept the pace and decisions made based on lighting, weather, and other factors that make TV production unlike an assembly line production process. a. True b. False

Q: Think about presenting the results of a segmentation study. A ________ can be created for each individual segment. This document typically names a segment, provides a picture of that segment's typical member and then lists the key characteristics, values, behaviors, and beliefs of the segment. A) summary sheet B) persona C) narrative D) spec sheet

Q: Before the day of the shoot; prelight, blocking, and other production factorsare checked and adjusted to avoid additional expense during actual filming with on-camera talent. a. True b. False

Q: When forming segments, it is important that responses to the classification variables be similar within segments and different across segments.

Q: The last step in the preproduction stage of television advertising is the selection of location, sets, and cast. a. Trueb. False

Q: Questionnaire pilot or pretesting is not recommended for segmentation research.

Q: A script is a written version of the television commercial. It controls the flow, coordinates all audio and visual elements, and helps make decisions about location, cast, and schedule. a. True b. False

Q: Imagine that in preparation for a segmentation study, Mary identified 178 potential variables. She should incorporate all of these variables into the final questionnaire without any additional analysis.

Q: A storyboard is a shot-by-shot sketch depicting, in sequence, the visual scenes and copy that will be used in an advertisement. a. True b. False

Q: The first step in original segmentation research is to explicitly state the research question(s).

Q: After coming to an agreement on the scope and intent of the production, a producer is working with the the creative team and the advertiser to estimate an approximate total cost of production. In this stage, the budgeting need not be very detailed. a. True b. False

Q: Imagine that you conduct a segmentation study for McDonald's. Individuals are assigned to different segments based on the reasons why they eat at fast food restaurants. This would be an example of a segmentation based on ________. A) product-related attitudes B) brand loyalty C) needs or benefits D) psychographics

Q: An advertiser and advertising agency are in the phase of approving the script and story board of the advertisement they plan on producing. In this instance, they are more likely to be in the copy approval stage. a. True b. False

Q: Imagine that you conduct a segmentation study for McDonald's. Individuals are assigned to different segments based on the percentage of all their fast food consumption which takes place at McDonald's in an average week. This would be an example of a segmentation based on ________. A) product-related attitudes B) brand loyalty C) psychographics D) motivations

Q: In television advertising, the visual is important only if it is the main feature, and not if it plays a supportive role. a. Trueb. False

Q: Imagine that you conduct a segmentation study for McDonald's. Individuals are assigned to different segments based on the amount of fast food they consume in an average week. This would be an example of segmentation based on ________. A) product-related attitudes B) life stage C) psychographics D) product usage

Q: As a way to energize the creative process, firms are starting to use a technique called crowdsourcing by specifically encouraging customers to offer suggestions. a. True b. False