Which position in the advertising firm is perceived as a consumer advocate during the advertising planning process?
The account planner
100
Name two of the three most common ways to categorize or classify magazines
Content, geography and size
100
What type of magazine publication covers a specific industry in all aspects.
Vertical publication
100
What factor do magazines base their advertising rates on?
Circulation
100
This type of ad uses positive reinforcement to offer a reward and relies on consumers having motives that are positively originated.
transformational
200
What is the systematic gathering, recording and analysis of new information to help managers make marketing decisions?
Marketing Research
200
This is the art of selecting, setting, and arranging type.
Typography
200
Artwork or type that is comprised of a solid color, such as black is called?
Line art
200
This is a magazine insert with pages that extend and fold over to fit into a magazine
Gatefold
200
What copy depends on wordplay, humor, poetry, rhymes, great exaggeration, gags, and other tricks.
Device (copy)
300
Which type of advertising research would measure the target audience's acceptance of different creative ideas at the concept stage?
Creative concept research
300
Slogans such as Campbell soup's "M'm! M'm! Good!" can also called
Taglines
300
These are very small, rough, rapidly produced drawings used to try out ideas during the conceptual phase of the design process.
Thumbnail sketches
300
What is the additional smaller headline that generally appears under the main headline called?
Subhead
300
What is the deadline for an ad also called?
Closing date
400
To increase the likelihood of preparing the most effective advertising messages, companies use what technique?
Hint: This is often done through focus groups
pretesting
400
This is a simple description and explanation of an ad campaign's overall creative approach.
Message strategy
400
What is the document that serves as the creative team's guide for writing and producing the the ad?
Creative strategy
400
Which type of marketing plan do smaller companies typically use?
Bottom-up marketing plans
400
Which format is the most common format used to develop a marketing plan?
Top-down (marketing plan)
500
Often times the marketing department maintains this type of system a sophisticated set of procedures designed to generate a continuous, orderly flow of information used in making marketing decisions.
Marketing information system
500
Name two ways that corporate objectives can be stated in terms of
profit, return on investment or corporate reputation
500
What is the first step in the traditional top-down marketing plan?
Conducting a situation analysis
500
Who in the advertising firm is ultimately responsible for the final form that the ad takes.
The creative director
500
Who on the advertising team is responsible for the verbal message of the advertisement?