Marketing Chapter 20

A print advertisement for Morton Salt carries the headline, "When it rains, it pours." The headline is an example of the use of alliteration.

• true

• false

A virtual advertising agency provides web-site development but does not provide advertising copywriting.

• true

• false

According to many advertising and sales experts, copy determines the overall effectiveness of an advertising campaign.

• true

• false

A well-designed signature gets instant recognition for a business.

• true

• false

A headline should draw viewers into the ad's illustration and then ad copy.

• true

• false

What is an ad layout?

• sketch showing a general arrangement of ad

• illustration sight lines for the ad

• bold graphics lines of the logo

• graphic arrangement of the ad copy

What words used in headlines attract most readers' attention?

• compare, act, now

• free, date, easy

• now, price, new

• today, easy, save

What is the purpose of an illustration in an ad?

• encourage the customer to read the copy

• encourage the customer to take action

• show the customer possible uses of the product

• appeal to the customer's senses

A print ad includes a photo of a woman dressed in pre-Revolutionary War attire and cooking over an open-air fire. The woman is an employee of Williamsburg, the Virginia town in which daily life in 18th century America is re-enacted. The ad's headline reads, "History Repeats Itself, 9 to 5 Daily." What does this headline exemplify?

• play on words

• paradox

• surprise treatment of a subject

• familiar saying with a twist

What is one type of advertising agency?

• creative boutique

• online service

• client service

• media service