Test Bank for Advertising Design by Medium A

Test Bank for Advertising Design by Medium A Visual and Verbal Approach, 1e Robyn Blakeman (All Chapters Answer at the end of each Chapter)

Chapter One Matching Quiz

• Promotional Mix 13. Media Mix 25. Objectives
• Brand 14. Target Audience 26. Big Idea
• Demographics 15. Detail Copy 27. Brand Image
• Approach 16. Freelancer 28. Psychographics
• Qualitative Data 17. Creative Strategy 29. Tone
• Brand Benefit 18. Secondary Audience 30. Life Cycle Stages
• Unique Selling Proposition 19. Client 31. Brand Feature
• Repositioning 20. Geographics 32. Positioning
• Behavioristics 21. Quantitative Data 33. Appeal
• Key Consumer Benefit 22. Creative Brief 34. Slogan
• Tagline 23. Creative Team 35. Brand Loyalty
• Marketing Plan 24. Focus Group

• _____ Refers to the age or time a brand has been in the marketplace.
• _____ The section of the creative brief that tells the creative team how they will

talk to the target.

• _____ This featured selling technique presents an innovative solution that sets the

brand off from competitors.

• _____ Those targeted individuals most likely to use the brand or service.
• _____ The opinion, favorable or otherwise the target has about a brand.
• _____ Data that employs the use of open-ended questions, that are collected via

surveys or polling.

• _____ What will be screamed out or featured both visually and verbally in all

advertising efforts.

• _____ Determines the personality and the overall visual/verbal voice and/or style

of the advertised message.

• _____ Those individuals who work on both the visual and verbal message within

an advertising agency.

• _____ Data that uses closed-ended or controlled surveys.
• _____ The target category that breaks down the target based on lifestyle.
• _____ Dissects the type of media used d own into individual media vehicles

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Stuvia.com - The Marketplace to Buy and Sell your Study Material13. _____ This featured selling technique can either have a feature/benefit that is unique to the brand or one that will promote a commonplace feature benefit as unique.

• _____ Defines how the target thinks about a product or service as compared to

the competition.

• _____ Those creative individuals who work outside an agency that are hired on a

per project basis.

• _____ The target category that segregates out where the target lives via state,

region, or even zip code.

• _____ The representative from the brand that works with the advertising agency.
• _____ Determines the best way to reach the target and whether the brand will

fulfill an emotion or rational need.

• _____ Lets the target know what they will personally get out of purchasing the

brand.

• _____ Term for when a brand needs to alter the way the target views the brand.
• _____ A small sample group of the target market that gathers together to discuss

or use the brand in a controlled environment.

• _____ The term used to define the favorable relationship between the brand and

the target.

• _____ A document that lays out for the creative team the parameters for the

visual and verbal message.

• _____ A short statement that expresses a company or corporate philosophy.
• _____ The part of a brief that defines the goals or what advertising efforts need to

accomplish.

• _____ Specifics given to help the target with purchase such as an address, web

address, credit cards accepted and so on.

• _____ The name and/or symbol used to identify and set apart one product or

service from another.

• _____ A document usually created by the client, that organizes a brands overall

environment within the market place.

• _____ Found within the creative strategy it defines how the brand will be

positioned and can focus on the product and/or the consumer.

• _____ The name for the type of research that defines age, sex, income and so on.
• _____ A short statement usually placed near the logo that highlights the

campaign direction.

• _____ Name for a specific attribute unique to a brand such as color or size.
• _____ Refers to the communication options such as advertising out-of-home and

direct marketing for example that will be used to reach the target with the advertised message.

• _____ The target category that defines why a person buys. Stuvia.com - The Marketplace to Buy and Sell your Study Material

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Stuvia.com - The Marketplace to Buy and Sell your Study Material35. _____ The group that has the greatest potential to buy in the future or influence the primary audience to buy.

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Stuvia.com - The Marketplace to Buy and Sell your Study MaterialChapter One Matching Quiz Key

• Promotional Mix 13. Media Mix 25. Objectives
• Brand 14. Target Audience 26. Big Idea
• Demographics 15. Detail Copy 27. Brand Image
• Approach 16. Freelancer 28. Psychographics
• Qualitative Data 17. Creative Strategy 29. Tone
• Brand Benefit 18. Secondary Audience 30. Life Cycle Stages
• Unique Selling Proposition 19. Client 31. Brand Feature
• Repositioning 20. Geographics 32. Positioning
• Behavioristics 21. Quantitative Data 33. Appeal
• Key Consumer Benefit 22. Creative Brief 34. Slogan
• Tagline 23. Creative Team 35. Brand Loyalty
• Marketing Plan 24. Focus Group

• 30 Refers to the age or time a brand has been in the marketplace.
• 17 The section of the creative brief that tells the creative team how they will

talk to the target.

• 26 This featured selling technique presents an innovative solution that sets the

brand off from competitors.

• 14 Those targeted individuals most likely to use the brand or service.
• 27 The opinion, favorable or otherwise the target has about a brand.
• 5 Data that employs the use of open-ended questions, that are collected via

surveys or polling.

• 10 What will be screamed out or featured both visually and verbally in all

advertising efforts.

• 29 Determines the personality and the overall visual/verbal voice and/or style

of the advertised message.

• 23 Those individuals who work on both the visual and verbal message within

an advertising agency.

• 21 Data that uses closed-ended or controlled surveys.
• 28 The target category that breaks down the target based on lifestyle.
• 13 Dissects the type of media used d own into individual media vehicles

such as magazine, direct mail, social and so on.

• 7 This featured selling technique can either have a feature/benefit that is

unique to the brand or one that will promote a commonplace feature benefit as unique.

• 32 Defines how the target thinks about a product or service as compared to

the competition.

• 16 Those creative individuals who work outside an agency that are hired on a

per project basis. Stuvia.com - The Marketplace to Buy and Sell your Study Material

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