Chapter 11
This leading sentence can be at the top or bottom of an ad.
What is the headline?
This is the basic (and most common) tool that public relations practitioners use to disseminate their message.
(Also accepted: News release)
What is the name of the live mascot of the University of Arkansas athletic program? Be specific.
What is Tusk VI?
This document guides the creative team in executing their work.
What is the creative brief?
A process encouraging consumers to talk about another firm's brand or marketing activities.
What is WOM (or eWOM)?
What is 31%.
This approach to writing copy explains in a direct way why a consumer will benefit from a brand.
What is straight-line copy?
This was the last SEC program that Mr. Kinder saw the University of Arkansas football team beat in person.
Who is Alabama? (It was in 2006)
A roadmap that helps a creative team execute a video project; this is almost always generated before filming begins.
What is a storyboard?
When firms use advertising to advance misleading or questionable claims about their products having environmental benefits, it is called this.
What is greenwashing?
The number of undergraduate majors at the University of Arkansas.
(within 5)
What is 103?
This measurement describes the width of a line but has been rendered almost obsolete by modern layout software.
What is a pica?
The goal of this type of advertising is often to advance a company's position by linking itself to issues that are important to its typical consumer.
What is cause-related advertising?
What is the Spoofer's Stone?