Question 1

Americans more than Europeans will accept ambiguity in advertising.

Accepted Answer

Europeans are generally more comfortable with ambiguity and abstract ideas in advertising, whereas Americans tend to prefer clear, direct, and explicit messages.

Question 2

An ideal slogan is brief, clear and easily remembered.

Accepted Answer

An ideal slogan should be short and memorable, so that it can stick in people's minds and be easily recalled. A longer or complicated slogan is less likely to be effective.

Question 3

Because most people dislike visual pollution of the environment, outdoor advertisers have a responsibility to create wonderful advertising.

Accepted Answer

Outdoor advertisers have a responsibility to create advertisements that are visually appealing and do not contribute to the pollution of the environment. This is because most people dislike visual pollution and may even have negative associations with outdoor advertising. As such, outdoor advertisers should aim to create ads that blend in with the surroundings or enhance the visual appeal of the environment.

Question 4

Maxine Clark, founder and CEO of Build-a-Bear, suggests that selling online should be secondary to the goal of building an online community that enhances your ability to communicate with customers.

Accepted Answer

Maxine Clark believes that building an online community that enhances communication with customers should be the primary goal, with online sales being a secondary aspect.

Question 5

For a testimonial to be most effective, it should come from either an expert or someone with relevant experience.

Accepted Answer

Testimonials are most effective when they are given by someone who is considered an expert in the field or has relevant experience with the product or service being recommended. This adds credibility and weight to the testimonial, making it more likely to convince others to try the product or service as well.

Question 6

Despite criticisms about its value, the FTC encourages comparative advertising.

Accepted Answer

The FTC (Federal Trade Commission) does encourage comparative advertising despite criticisms about its value. Comparative advertising is a type of advertising that compares the features or performance of a product or service against those of other similar products or services. The FTC provides guidelines for comparative advertising to ensure that it is truthful and not misleading.

Question 7

Fallon Worldwide says that, for them, the crucial part of the creative process means having the discipline and will to drive for focus that results in a single-mindedly compelling idea, or what they call relentless ________.

Accepted Answer

The answer of Fallon Worldwide says that, for them, the...

Question 8

If you create copy that takes something ordinary and familiar and presents it in unexpected ways, then you are using the imaginative approach.

Accepted Answer

The imaginative approach involves presenting something in unexpected and creative ways, which can help grab the attention of the audience and make the copy more engaging. This can involve using metaphors, wordplay, or other literary devices to create a unique and memorable message.

Question 9

A copy approach is a method of opening the text of an advertisement.

Accepted Answer

A copy approach is indeed a method of opening the text of an advertisement. It is the initial part of the advertisement that is meant to grab the reader's attention and draw them in to read the rest of the ad.

Question 10

For effective print ads, generally the more colorful they are, the better they will attract attention.

Accepted Answer

Colorful print ads are more likely to draw attention because they stand out from other content in the publication. However, it's also important to balance color with a clear and concise message to ensure the ad effectively communicates its intended message to the audience.

Question 11

Called ________, it is a constraint that interferes with our assimilating the ever-growing and surplus numbers of messages directed at us.

Accepted Answer

The answer of Called ________, it is a constraint that...

Question 12

Research indicates that an emotional approach works best for low-involvement products and services.

Accepted Answer

Research has indeed shown that an emotional approach works best for low-involvement products and services, as a rational approach may not be effective in capturing the attention of the consumer or creating a meaningful connection with the brand.

Question 13

If the advertising in women's publications are any indication, ads using a sexual appeal attract considerable notice and readership.

Accepted Answer

This statement suggests that advertisements using sexual appeal are effective in attracting attention and readership in women's publications. Therefore, the answer is true.

Question 14

Known as the ________ rate, it is usually pretty significant during the first 50 words of copy but not so great between 50 and 500 words.

Accepted Answer

The answer of Known as the ________ rate, it is...

Question 15

For outdoor advertising, the goal is to reduce the visual and verbal elements to their simplest forms.

Accepted Answer

This is because outdoor advertising is usually viewed in passing, and simpler designs and messages are more easily understood and remembered.

Question 16

Research indicates that people actually think with emotion and feeling.

Accepted Answer

Studies have shown that emotions influence our decision making and thought processes, suggesting that people do indeed think with emotion and feeling.

Question 17

A skillful user of the factual approach would present facts in ways that are most important to the reader.

Accepted Answer

A skillful user of the factual approach would prioritize and present facts in ways that are most relevant and impactful for the reader to understand and make informed decisions.

Question 18

Home Depot's "More saving. More doing" is an example of an institutional slogan.

Accepted Answer

Home Depot's "More saving. More doing" is an example of a commercial slogan aimed at promoting the brand's value proposition to consumers, rather than an institutional slogan which would focus on the organization's mission or values.

Question 19

A(n)________ is what advertisers use to motivate buyers by addressing their problems, desires, and goals, and by offering a means of solving their problems.

Accepted Answer

The answer of A(n)________ is what advertisers use to motivate...

Question 20

Describe some of the challenges advertisers must consider as they develop create effective concepts and advertisements.

Accepted Answer

The answer of Describe some of the challenges advertisers must...

Quiz 16: Creating the Message