Question91. Artwork, a major part of most advertisements, consists of the

91. Artwork, a major part of most advertisements, consists of the

a) illustration and the signature.

b) illustration and the layout.

c) illustration and type of print used in the headlines.

d) layout and the signature.

e) method by which all the components are put together.

92. What design element is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words?

a) Illustrations

b) Headlines

c) Copy

d) Layout

e) Signature

93. The physical arrangement of the illustration, headline, subheadline, body copy, and the signature is called the

a) artwork.

b) copy.

c) art design.

d) layout.

e) storyboard.

94. Julie Reese is working on developing a magazine advertisement for Curves For Women, the ladies’ fitness chain. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the

a) storyboard.

b) artwork.

c) copy.

d) presentation.

e) layout.

95. The effectiveness of an advertising campaign can be measured

a) only after the campaign has been carried out completely and results have been tabulated.

b) only before the campaign begins, to prevent unnecessary expenditures.

c) during the campaign to determine whether more or less funds should be allocated, but not after the campaign.

d) several weeks after the beginning of the campaign to determine whether the campaign is headed in the right direction.

e) before, during, and after the campaign through the use of pretests, inquiries, and posttests.

96. An evaluation performed before an advertising campaign begins is a

a) consumer exam.

b) posttest.

c) recognition test.

d) pretest.

e) recall test.

: 97. Mike Stevens wonders whether the creative idea of using the character “Tom T. Turtle” as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) __________ be used to pretest the campaign.

a) storyboard

b) survey

c) experiment

d) GSR test

e) consumer jury

98. A consumer jury is a

a) group of consumers who have purchased the product before that evaluate its effectiveness.

b) panel of potential buyers of the advertised product brought together to pretest an advertising message.

c) panel of buyers who review and evaluate an advertising message after it has been circulated in certain regions.

d) group of consumers who determine whether or not other consumers have been treated fairly by companies.

e) panel of consumer experts who rank the effectiveness of advertisements.

99. General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior

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