Question 1

Shoppers are sometimes call penny savers.

Accepted Answer

Shoppers who are conscious about saving money and looking for deals are often referred to as "penny savers."

Question 2

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

Accepted Answer

Long headlines provide more space to convey the message and capture the reader's attention, leading to increased sales.

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.

Accepted Answer

(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

Accepted Answer

The answer of Magazines provide advertisers with:
A) Reliability and validity
B)...

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

Accepted Answer

Value-added services are additional benefits provided to advertisers to enhance their advertising experience. All the options listed (advance copies, response cards, aid in sales meetings, and marketing research) are examples of such services.

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

Accepted Answer

Sunday newspapers typically include all of these features: increased classified ads, more advertising and news, expanded editorial sections, and reviews of the past week's events.

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

Accepted Answer

Reverse type (white text on a dark background) can be hard to read in print, especially in newspapers, which can affect the ad's effectiveness.

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

Accepted Answer

All the options provided are valid pieces of advice for developing an ad for a new pizza restaurant. A simple format is easy to understand, complete sales in ads can drive immediate action, picture captions attract attention, and positive headlines are more engaging.

Question 9

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

Accepted Answer

The answer of List the four concepts that should be...

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

Accepted Answer

All of the above options involve printed materials where color accuracy and layout are important, so a production manager might use proofs to ensure the final product meets quality standards.

Quiz 6: Producing Ads and Print Advertising

Shoppers are sometimes call penny savers.

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

Magazines provide advertisers with:

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

Sunday newspapers generally combine standard news coverage with:

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.

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

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

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