Deck 6: Producing Ads and Print Advertising

Question 1

Shoppers are sometimes call penny savers.

Answer 1

True

Question 2

When writing an ad for print media, remember that long headlines typically sell more merchandise than shorter ones.

Answer 2

True

Question 3

A client comes to an advertising agency for advice on whether to use print advertising versus broadcast advertising. Since the ad agency favors print advertising over broadcast for most clients, the agency constructs a list of simple rules that demonstrates what works best in print advertising. Assume that you have been assigned the role of constructing such a list. Write your list; make sure that it has at least six simple rules for the advertiser.

Answer 3

(a) Use simple layouts, (b) Always put a caption under a photograph, (c) Don't be afraid of long copy, (d) Avoid negative headlines, (e) Don't be afraid of long headlines, (e) Look for story appeal, (f) Photos work better than drawings, (g) Look at your ad in its editorial environment,
(h) Develop a single advertising format, (i) Before-and-after photos make a point better than words, (j) Do not print copy in reverse type and (k) Make each ad a complete sale.

Question 4

Magazines provide advertisers with:

A) Reliability and validity
B) A low CPM
C) Pass-along readership
D) Heavy advertising competition
E) All of the above

Question 5

Which of the following is an example of a value-added service offered by magazines to their regular advertisers?

A) Advance copies for the trade
B) Response cards that allow readers to request an advertiser's brochure
C) Aid in handling sales force meetings
D) Marketing research into consumer attitudes and brand preferences
E) All of the above

Question 6

Sunday newspapers generally combine standard news coverage with:

A) Increased classified advertising volume
B) Greater advertising and news volume
C) Expanded editorial and opinion sections
D) Review and analysis of past week's events
E) All of the above

Question 7

Which of the following would be good advice for someone who is designing an ad for obedience training for dogs? The ad will run in a local newspaper.

A) The more clutter in the ad, the more distinctive the ad is perceived
B) Do not print copy in reverse type
C) Never use long headlines
D) Hide photo captions in body copy to arouse reader curiosity
E) Drawings are more effective than photos

Question 8

What advice would you give to someone who is developing an ad for a new pizza restaurant?

A) Develop a simple advertising format
B) Make each ad a complete sale
C) Twice as many people read picture captions as read body copy
D) Avoid negative headlines
E) All of the above are True

Question 9

List the four concepts that should be considered when selecting type for a print ad.

Question 10

For which of the following would the production manager use either a blueline, a color key, an analog proof or a press proof?

A) A newspaper ad for Colonial Bank
B) A brochure describing the accommodations at the Stratford Inn
C) A magazine ad for Microsoft Office
D) An ad for a weight-loss program will appear in the Parade Sunday supplement
E) All of the above