Chapter 13: Advertising

Test Bank

Multiple Choice

1. What is the one thing that separates advertising from other forms of media writing?

A. the financial aspect

B. publication

C. audience

D. persuasion

Learning Objective: 13-1: Define advertising in terms of its transmission methods, content, purpose and audience.

Cognitive Domain: Comprehension

Answer Location: Paid Communication

Difficulty Level: Medium

2. The ______ of the advertisement is key to understanding how it will attempt to persuade you and the underlying values associated with those attempts.

A. cost

B. source

C. information

D. persuasion

Learning Objective: 13-1: Define advertising in terms of its transmission methods, content, purpose and audience.

Cognitive Domain: Comprehension

Answer Location: Known Sponsor

Difficulty Level: Medium

3. The ______, which oversees much of the advertising law in the United States, places a premium on the importance of “prohibiting unfair or deceptive acts or practices.”

A. Food and Drug Administration

B. Federal Communications Commission

C. Federal Trade Commission

D. U.S. Copyright Office

Learning Objective: 13-1: Define advertising in terms of its transmission methods, content, purpose and audience.

Cognitive Domain: Comprehension

Answer Location: Known Sponsor

Difficulty Level: Medium

4. When it comes to properly structuring your advertising messages, you should rely on ______.

A. exaggeration

B. puffery

C. false claims

D. facts and reputable sources

Learning Objective: 13-1: Define advertising in terms of its transmission methods, content, purpose and audience.

Cognitive Domain: Application

Answer Location: Information Plus Persuasion

Difficulty Level: Hard

5. The best messages in the world won’t have any impact if they don’t ______.

A. reach the proper readers and viewers

B. cost a lot

C. have good graphics

D. have good copy

Learning Objective: 13-1: Define advertising in terms of its transmission methods, content, purpose and audience.

Cognitive Domain: Application

Answer Location: Delivered to an Audience

Difficulty Level: Hard

6. An advertisement should persuade people to enact a behavior that will benefit ______.

A. the client

B. both the consumer and the advertiser

C. the ad agency

D. the field

Learning Objective: 13-1: Define advertising in terms of its transmission methods, content, purpose and audience.

Cognitive Domain: Comprehension

Answer Location: Promotes Products, Services or Ideas

Difficulty Level: Medium

7. The ______ offers a coherent examination of how best to reach the audience with your pitch and why this approach will work.

A. objective statement

B. support statement

C. creative brief

D. brand

Learning Objective: 13-3: Understand how to craft a solid three-step creative brief that will dictate how to approach an advertising campaign.

Cognitive Domain: Knowledge

Answer Location: The Creative Brief

Difficulty Level: Easy

8. The ______ is an organized format that allows you to put your ideas before other members of your agency, your boss and eventually your client.

A. brand

B. objective statement

C. support statement

D. creative brief

Learning Objective: 13-3: Understand how to craft a solid three-step creative brief that will dictate how to approach an advertising campaign.

Cognitive Domain: Comprehension

Answer Location: The Creative Brief

Difficulty Level: Medium

9. The ______ is where you outline what you are trying to accomplish.

A. objective statement

B. support statement

C. creative brief

D. brand

Learning Objective: 13-3: Understand how to craft a solid three-step creative brief that will dictate how to approach an advertising campaign.

Cognitive Domain: Application

Answer Location: The Creative Brief

Difficulty Level: Hard

10. ______ is where you describe the evidence that explains why your approach to this promotion makes sense.

A. Objective statement

B. Support statement

C. Creative brief

D. Brand

Learning Objective: 13-3: Understand how to craft a solid three-step creative brief that will dictate how to approach an advertising campaign.

Cognitive Domain: Application

Answer Location: Support Statement

Difficulty Level: Hard

11. ______ is the brief statement as to how you plan to do this and how you plan to give people the information in an acceptable fashion.

A. Objective

B. Support

C. Tone or brand

D. Creative brief

Learning Objective: 13-3: Understand how to craft a solid three-step creative brief that will dictate how to approach an advertising campaign.

Cognitive Domain: Application

Answer Location: Tone or Brand

Difficulty Level: Hard

12. A(n) ______ is something that will enrich the life of the customer.

A. attribute

B. characteristic

C. pitch

D. benefit

Learning Objective: 13-2: Comprehend the way in which advertisements target audience members’ needs, using product benefits and product characteristics to persuade customers to purchase goods and services.

Cognitive Domain: Knowledge

Answer Location: Focus on Benefits and Characteristics

Difficulty Level: Easy

13. In some cases, advertisers market their product to one group and draw a different group of consumers. This second group of consumers is known as the ______.

A. actual audience

B. target audience

C. tone

D. brand

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Knowledge

Answer Location: Determine Your Audience

Difficulty Level: Easy

14. The ______ is the group of people you have in mind for an advertisement or an ad campaign.

A. actual audience

B. target audience

C. tone

D. objective

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Knowledge

Answer Location: Determine Your Audience

Difficulty Level: Easy

15. When it comes to an ad, you should look for ______ main thing(s) that you want to promote.

A. three

B. two

C. one

D. four

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Knowledge

Answer Location: One Ad, One Idea

Difficulty Level: Easy

16. Ads are ultimately meant to ______.

A. entertain

B. inform

C. persuade

D. direct action

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Knowledge

Answer Location: Present an Option for Action

Difficulty Level: Easy

17. For ______ items, you want to provide people with basic information about how to buy a product or purchase a service.

A. immediate action

B. delayed action

C. informational

D. persuasive

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Comprehension

Answer Location: Present an Option for Action

Difficulty Level: Medium

18. For ______items, you want to create a broader sense of what to do when the time comes to act.

A. immediate action

B. delayed action

C. informational

D. persuasive

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Application

Answer Location: Present an Option for Action

Difficulty Level: Hard

19. Whatever your goal is, everyone involved should have a clear understanding of the advertising objectives ______.

A. only before the campaign

B. only after the campaign

C. before, during, and after the campaign

D. only during the campaign

Learning Objective: 13-5: Understand ways to determine if an advertisement or an advertising campaign was successful.

Cognitive Domain: Application

Answer Location: Focus on Desired Outcome

Difficulty Level: Hard

20. Which of the following should be established at the same time you start working with your client on the overall campaign?

A. accomplishments

B. concrete benchmark

C. time frame

D. measurement options

Learning Objective: 13-5: Understand ways to determine if an advertisement or an advertising campaign was successful.

Cognitive Domain: Application

Answer Location: Understand How to Measure the Outcome

Difficulty Level: Hard

True/False

1. One thing that separates advertising from other forms of media writing is the financial aspect.

Learning Objective: 13-1: Define advertising in terms of its transmission methods, content, purpose and audience.

Cognitive Domain: Knowledge

Answer Location: Paid Communication

Difficulty Level: Easy

2. In advertising, having a known sponsor is not crucial.

Learning Objective: 13-1: Define advertising in terms of its transmission methods, content, purpose and audience.

Cognitive Domain: Knowledge

Answer Location: Known Sponsor

Difficulty Level: Easy

3. The Federal Trade Commission oversees much of the advertising law in the United States.

Learning Objective: 13-1: Define advertising in terms of its transmission methods, content, purpose and audience.

Cognitive Domain: Comprehension

Answer Location: Known Sponsor

Difficulty Level: Medium

4. Advertising law does not demand that companies back their claim with factual information as they attempt to persuade people.

Learning Objective: 13-1: Define advertising in terms of its transmission methods, content, purpose and audience.

Cognitive Domain: Comprehension

Answer Location: Information Plus Persuasion

Difficulty Level: Medium

5. When companies refer to something as “miraculous,” “amazing,” or “the best ever,” this is traditionally known as puffery.

Learning Objective: 13-1: Define advertising in terms of its transmission methods, content, purpose and audience.

Cognitive Domain: Comprehension

Answer Location: Information Plus Persuasion

Difficulty Level: Medium

6. Writers who lack confidence often underwrite.

Learning Objective: 13-2: Comprehend the way in which advertisements target audience members’ needs, using product benefits and product characteristics to persuade customers to purchase goods and services.

Cognitive Domain: Comprehension

Answer Location: Write Clearly and Plainly

Difficulty Level: Medium

7. Most people are attracted to hyperbolic claims or overblown statements of fancy.

Learning Objective: 13-2: Comprehend the way in which advertisements target audience members’ needs, using product benefits and product characteristics to persuade customers to purchase goods and services.

Cognitive Domain: Knowledge

Answer Location: Avoid Hyperbole

Difficulty Level: Easy

8. The creative brief is an organized format that allows you to put your ideas before other members of your agency, your boss and eventually your client.

Learning Objective: 13-3: Understand how to craft a solid three-step creative brief that will dictate how to approach an advertising campaign.

Cognitive Domain: Application

Answer Location: The Creative Brief

Difficulty Level: Hard

9. The objective statement is where you describe the evidence that explains why your approach to this promotion makes sense.

Learning Objective: 13-3: Understand how to craft a solid three-step creative brief that will dictate how to approach an advertising campaign.

Cognitive Domain: Knowledge

Answer Location: Support Statement

Difficulty Level: Easy

10. The tone or brand is the brief statement as to how you plan to give people the information in an acceptable fashion.

Learning Objective: 13-3: Understand how to craft a solid three-step creative brief that will dictate how to approach an advertising campaign.

Cognitive Domain: Comprehension

Answer Location: Tone or Brand

Difficulty Level: Medium

11. It’s a good idea to dive right into writing ad copy without preparation.

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Comprehension

Answer Location: Plan First, Then Write

Difficulty Level: Medium

12. You can use a lot of that research information you gather to determine the demographic, psychographic, and geographic aspects of your audience.

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Knowledge

Answer Location: Determine Your Audience

Difficulty Level: Easy

13. The target market is the group of people you have in mind for an advertisement or an ad campaign.

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Comprehension

Answer Location: Target Audience

Difficulty Level: Medium

14. When advertisers market their product to one group and draw a different group of consumers, this is known as the actual audience or the actual consumers.

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Comprehension

Answer Location: Actual Audience

Difficulty Level: Medium

15. The more you try to cram into an ad, the less lost your readers and viewers will be.

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Comprehension

Answer Location: One Ad, One Idea

Difficulty Level: Medium

16. Ads are meant to direct action, whether that action is immediate or delayed.

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Knowledge

Answer Location: Present an Option for Action

Difficulty Level: Easy

17. For immediate action items, you want to create a broader sense of what to do when the time comes to act.

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Knowledge

Answer Location: Present an Option for Action

Difficulty Level:

18. You and the client do not need to have a shared understanding of what “working” means in terms of your desired outcomes.

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Knowledge

Answer Location: Focus on Desired Outcome

Difficulty Level: Easy

19. When measuring outcomes, it’s important to establish a concrete benchmark.

Learning Objective: 13-5: Understand ways to determine if an advertisement or an advertising campaign was successful.

Cognitive Domain: Knowledge

Answer Location: Understand How to Measure the Outcome

Difficulty Level: Easy

20. Make sure you understand the goal of your advertising campaign before you attempt to measure it.

Learning Objective: 13-5: Understand ways to determine if an advertisement or an advertising campaign was successful.

Cognitive Domain: Comprehension

Answer Location: Understand How to Measure the Outcome

Difficulty Level: Medium

Short Answer

1. What terms are included in good definitions of advertising?

Learning Objective: 13-1: Define advertising in terms of its transmission methods, content, purpose and audience.

Cognitive Domain: Comprehension

Answer Location: Defining Advertising

Difficulty Level: Medium

2. What elements are included in a creative brief?

Learning Objective: 13-3: Understand how to craft a solid three-step creative brief that will dictate how to approach an advertising campaign.

Cognitive Domain: Comprehension

Answer Location: The Creative Brief

Difficulty Level: Medium

3. What are the key steps you need to take as you start to shape your ad message?

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Comprehension

Answer Location: Message Formation

Difficulty Level: Medium

4. What are some tips to follow in writing for advertising?

Learning Objective: 13-2: Comprehend the way in which advertisements target audience members’ needs, using product benefits and product characteristics to persuade customers to purchase goods and services.

Cognitive Domain: Comprehension

Answer Location: Writing in Advertising

Difficulty Level: Medium

5. What is the difference between a product’s benefits and characteristics?

Learning Objective: 13-2: Comprehend the way in which advertisements target audience members’ needs, using product benefits and product characteristics to persuade customers to purchase goods and services.

Cognitive Domain: Comprehension

Answer Location: Focus on Benefits and Characteristics

Difficulty Level: Medium

Essay

1. What are some of the defining characteristics of advertising?

Learning Objective: 13-1: Define advertising in terms of its transmission methods, content, purpose and audience.

Cognitive Domain: Comprehension

Answer Location: Defining Advertising

Difficulty Level: Medium

2. What is the creative brief and how is it organized?

Learning Objective: 13-3: Understand how to craft a solid three-step creative brief that will dictate how to approach an advertising campaign.

Cognitive Domain: Comprehension

Answer Location: The Creative Brief

Difficulty Level: Medium

3. What are some keys steps to creating your advertising message?

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Comprehension

Answer Location: Message Formation

Difficulty Level: Medium

4. How can you measure advertising outcomes?

Learning Objective: 13-4: Create basic advertising copy that provides interest, information and suggestions for action to the audience.

Cognitive Domain: Comprehension

Answer Location: Message Formation

Difficulty Level: Medium

5. What are some tips for writing in advertising?

Learning Objective: 13-2: Comprehend the way in which advertisements target audience members’ needs, using product benefits and product characteristics to persuade customers to purchase goods and services.

Cognitive Domain: Comprehension

Answer Location: Writing in Advertising

Difficulty Level: Medium