Question 1

A print ad for Wilson Ultra golf balls used the headline "Do you ever wonder why John Daly can hit a golf ball so far?" This is an example of a(n):

Accepted Answer

The headline is not directly selling the product, but instead using a question to draw the viewer in and make them curious to read more. This is an example of an indirect headline.

Question 2

Many advertising experts consider the most important part of a print ad to be the:

Accepted Answer

The headline is the first thing that catches the reader's attention and is the most important part of a print ad because it is what draws the reader in and entices them to continue reading.

Question 3

Under the _____ "Send in the Reinforcements!" at the top of the ad page was printed in a smaller typeface the command "Boost your immune system with Kyolic Aged Garlic Extract," which is an example of a(n) _____.

Accepted Answer

The answer of Under the _____ "Send in the Reinforcements!"...

Question 4

An ad for the Ford Focus shows four college-aged students hunting for a parking place in a large nearly full parking garage. When they finally find one and put the car into the place, they discover it is such a tight fit that they can't open the car doors to get out. A moment of concern is followed by a moment of enlightenment when one of them remembers the hatchback. The commercial ends with them all leaving the parked car through the hatchback. This commercial is a(n): :

Accepted Answer

The commercial is using humor to dramatize the situation of struggling to find a parking spot and then realizing the hatchback feature to solve the problem. The ad is not using fear, animation, emotional appeal, or a straight sell approach.

Question 5

A print ad for the Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n):

Accepted Answer

This is an example of an indirect headline, as it doesn't overtly state the product or benefit, but rather hints at it through a cultural reference (Eve and the apple).

Question 6

When an advertiser has something important or new to announce to a target audience. A(n) _____ headline will be used.

Accepted Answer

Direct headlines are used when the advertiser wants to get straight to the point and convey an important or new message to their target audience.

Question 7

Underneath the headline,"Fully Loaded," in the ad for Browning shotguns was "Our most comprehensive line of autoloading shotguns ever." The second statement was printed in a typeface larger than the body copy but smaller than the headline.The second statement in the ad is an example of a:

Accepted Answer

The second statement is printed in a typeface larger than the body copy but smaller than the headline, indicating that it is a subhead. It serves to provide additional information and support to the headline, reinforcing the idea of the Browning shotguns being fully loaded and comprehensive.

Question 8

Research has shown that the first thing people look at in a print ad is the:

Accepted Answer

Research has shown that the headline is the first thing people look at in a print ad. It needs to be attention-grabbing and capture the reader's interest to entice them to read further.

Question 9

The combination of rational and emotional advertising appeals:

Accepted Answer

Consumers make purchases based on both rational and emotional motives, so using a combination of rational and emotional advertising appeals can be effective for a variety of products.

Question 10

What is the main text portion of a print ad called?

Accepted Answer

The main text portion of a print ad is called the body copy. It usually contains the bulk of the message and additional details about the product or service being advertised. The headline and subheads are also important components of the ad, but they are not the main text portion. The visual and layout refer to the visuals and overall design of the ad.

Question 11

_____ is the words in the leading position of a print advertisement that are likely to be read first.

Accepted Answer

The words in the leading position of a print advertisement that are likely to be read first are called a headline. A headline is typically larger and bolder than the rest of the text in the advertisement and its purpose is to grab the reader's attention and encourage them to read further.

Question 12

_____ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad.

Accepted Answer

Subheads are secondary headlines that appear in a type size smaller than the main headline but larger than the body copy of a print advertisement. They are used to break up the text, highlight important information, and make the ad more scannable and readable for the audience.

Question 13

The headline reads, "Introducing new Crayola Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline.

Accepted Answer

The headline directly introduces the product, Crayola Washable Crayons, making it a direct headline.

Question 14

Which of the following is a basic component of a print advertisement?

Accepted Answer

The layout is a basic component of a print advertisement as it refers to the arrangement of visual elements and text, ensuring the ad is visually appealing and effectively communicates the intended message.

Question 15

The function of a headline in a print ad is to:

Accepted Answer

A headline serves multiple functions in a print ad. It is designed to grab the attention of the reader, generate interest in reading the body copy, target specific segments of the audience, and communicate the main theme or message of the ad in a concise and compelling way. Therefore, option E that includes all of these functions is the best choice.

Question 16

_____ is considered the heart of a print ad but is often difficult to get readers to attend to.

Accepted Answer

The body copy is considered the heart of a print ad as it contains the main message and details, but it can be challenging to engage readers to read it fully.

Question 17

Which of the following statements describes a potential problem associated with the use of indirect headlines in a print ad?

Accepted Answer

Indirect headlines may not be clear or strong enough to effectively engage the reader and provide a reason to read the rest of the ad. They may lack the immediate impact of a direct headline.

Question 18

_____ are the print ad components used to break up large amounts of copy and highlight key selling points.

Accepted Answer

Subheads are typically used in print ads to break up large amounts of copy and highlight key selling points. Headlines are the main attention-grabbing element of the ad, while illustrations and layouts are used to visually enhance the ad. Voice-overs, on the other hand, are used mainly in television and radio ads.

Question 19

Which of the following statements about the use of indirect headlines is true?

Accepted Answer

All of the statements regarding the use of indirect headlines are true. Indirect headlines grab attention, provoke curiosity, and encourage readers to read more, making them effective in advertising. They may include questions, challenges, or provocative statements to generate interest and involvement from the reader.

Question 20

Headlines that are very straightforward and informative in the message they are presenting are known as _____ headlines.

Accepted Answer

Direct headlines are very straightforward and state the message clearly without any attempt to be clever or creative. They convey the most important benefit or message of the product or service being advertised in a clear and concise manner.

Quiz 9: Creative Strategy: Implementation and Evaluation

A print ad for Wilson Ultra golf balls used the headline "Do you ever wonder why John Daly can hit a golf ball so far?" This is an example of a(n) :