Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
50 Cards in this Set
- Front
- Back
Which members of the creative team is responsible for copy? |
Copywriters |
|
Who is responsible for the final look at a campaign? |
Creative director |
|
Which of the following is a dimension of a great ad? |
Audience impact |
|
The ____ refers to the creative team's guide for writing up an ad campaign |
Creative brief |
|
The _____ member of the team is responsible for the non written parts of the ad |
Art director |
|
In advertising, creatives refers to |
The people, copywriters, art directors, creative director |
|
In advertising, the ___ is determined by what the company wants to say and how they want to say it |
Message strategy |
|
A ____ refers to a simple written statement of the most important issues of a camaign |
Creative brief |
|
In terms of IMC, ___ involves combining 2 previously unconnected objects together |
Creativity |
|
Copy platform can be defined as |
Creative logic of a given campaign |
|
In the Moen ad, what was the main issue they faced? |
Not properly developing a copy platform |
|
One purpose of an ad layout is to |
Serve as the blueprint of an ad |
|
In a ___ an artist draws the ad to its actual size |
Rough layout |
|
Which is true of the design element of an ad with high recall |
Logo should be present and easy for the reader to find |
|
A very small rough rapidly produced image layout an artist uses to demonstrate what an ad can look like |
Thumbnail |
|
Print media is referred to as what kind of media |
Active media |
|
In terms of design principles, ___ is the area around the ad not occupied by other stuff |
White space |
|
Broadcast media is referred to as what kind of media? |
Passive media |
|
Which principles of the design is laid out by an artist |
Directional pattern so they know what sequence to read it in |
|
Which is used to provide continuity for ads and can be used across multiple campaigns |
Slogan |
|
Which is used to provide continuity for ads and can be used across multiple campaigns |
Slogan |
|
Which is a special design in a company's ad campaigns etc |
Logo |
|
The art director uses a script to produce a tv spot and show the client what the ad will look loke |
Storyboards |
|
Film strip or the stretches in a storyboard that stretched on the tape |
Animatics |
|
___ refers to the systematic process of the start of ad processes to the finished publication |
Print production |
|
For print media, production managers must translate the tough design into a black and white design. What is this part of the process called |
Mechanical |
|
The process of converting a script or storyboard into an ad is what kind of production |
Electronic production |
|
WhF is the least expensive electronic medium to produce and run ads on |
Radio |
|
What is the first step in the print production process? |
Pre production |
|
What is true of type faces for print ads |
Good type can create interest and attract readers |
|
What is the definition of typography |
Art of selecting and setting type |
|
In print production, ____ refers to ads that have color, type, etc that run to the edge of the page |
Bleed ads |
|
Which statement about magazine advertising is true |
Flexibility in readership and advertising |
|
Which of these is an advantage of magazine advertising |
Permenance gives readers time to look over an ad |
|
Which is a disadvantage of magazine advertising |
Lack of immediacy of newspapers or online |
|
In newspaper ads, ___ includes art, coupons, or other visual elements |
Display |
|
Which is true if an advertiser pays an ROP rate to a newspaper |
Paper will run an ad wherever it chooses |
|
The ___ refers to the circulation figure in which a magazine bases its ad costs |
Rate base |
|
One of the disadvantages of newspaper advertising is |
Bad reproduction quality |
|
The ___ date refers to the date advertising must be turned in by |
Closing date |
|
Advantage broadcast TV brings to its advertisers |
Mass coverage |
|
What is true about tv in IMC |
Television's high viability forces a brand to reinforce its strategic position |
|
What advantage is cable tv as an advertising medium |
Ability to offer specialized programming |
|
What's a disadvantage of network TV advertising |
Long lead times |
|
An advertiser ran an ad during the week at 9pm. What is this period of time called |
Primetime |
|
Percentage of homes that have more than 1 TV set on at a time is called |
HUT |
|
___ measures the total number of tv households in an area |
Ratings |
|
____ refers to the free ad time an advertiser had that was received from being undersold on ratings |
Make Goods |
|
What's true about radio as an ad medium |
It's a personal one on one medium |
|
What is the period of the heaviest radio usage called |
Drive time |