Match the Following

Question 98

Matching

Match the following.

Premises:

Responses:

One of four types, this one appeals personally to a prime prospect likely to be most interested in your product or service.

copy approach

This viral method of communication incorporates animation, sound, video, and/or interactivity.

Ken Roman

"An idea that does not involve risk does not deserve to be an idea."

desires

One of the greatest challenges in this new genre of advertising is being silent yet entertaining-guiding a player without being overt.

games

The first item people tend to note when they scan print ads.

rich media

Futurist who defined overchoice as "the point at which the advantages of choice and individualization are canceled by the complexity of the buyer's decision-making process."

illustration

Advocates' use of testimonials as proof of advertisers' claims and to build confidence.

Dean Rieck

A few words that sum up the theme for a product's benefits in an easily remembered message-this kind is created to establish a prestigious corporate image.

instincts and senses

He warned against using heads that don't communicate benefits because so many readers don't read the body copy.

KISS principle

A key personality characteristic of the best creative people in advertising.

Oscar Wilde

"...put a single strategic stake in the ground. Stand for something rather than trying to stand for everything."

Alvin Toffler

Basic to all consumers, they are what your advertising should try to help fulfill.

David Ogilvy

Emotionally based, they are often the starting point for advertising appeals.

institutional slogan

A more appropriate term to use than types of advertising when characterizing the style in which ads are written.

Ron Huey

Rule for creating advertisements shared by Phillip Sawyer, editor of Start Tested Copy, supported by the fact that many magazine readers will skip over busy ads cluttered with multiple illustrations and varied type sizes and styles.

resilience

selective headlines