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 to the execution of the advertising campaign. This is an example of a(n)

a) pretest.

b) inquiry.

c) recognition test.

d) recall test.

e) posttest.

100. Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt participated in a(n)

a) posttest consumer group.

b) panel of advertising experts.

c) consumer jury.

d) customer ad panel.

e) ad preview group.

101. Measuring effectiveness during a campaign is usually accomplished by using

a) pretests.

b) posttests.

c) consumer juries.

d) inquiries.

e) sales force surveys.

102. Recognition and recall tests are posttest methods based on

a) mail surveys.

b) memory.

c) inquiries.

d) preferences.

e) in-depth interviews.

103. Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

a) The actual ads are shown in the former but not in the latter.

b) The former method relies on memory alone, and the latter shows the actual ads.

c) One uses a consumer jury; the other uses random individuals.

d) The respondents are given class clues in the latter but not in the former.

e) One is used primarily by the government, and the other is used by private businesses.

104. If a consumer is shown a particular advertisement and asked if she has seen it before, a(n) _____ is being performed.

a) pretest

b) consumer jury test

c) recognition test

d) unaided recall test

e) aided recall test

105. Carla is stopped by a researcher at a shopping mall and asked what was last television commercial she remembers seeing was. This is an example of a(n)

a) unaided recall test.

b) pretest.

c) recognition test.

d) aided recall test.

e) memory test.

106. When respondents are shown a list of various products, brands, and company names and then asked about advertisements they have seen lately, researchers are conducting a(n)

a) unaided recall test.

Our website has a team of professional writers who can help you write any of your homework. They will write your papers from scratch. We also have a team of editors just to make sure all papers are of HIGH QUALITY & PLAGIARISM FREE. To make an Order you only need to click Ask A Question and we will direct you to our Order Page at WriteDemy. Then fill Our Order Form with all your assignment instructions. Select your deadline and pay for your paper. You will get it few hours before your set deadline.