Chapter 20 Marketing

Involves the creation and coordination of a series of advertisements both broadcast and print around a particular theme to promote a product

• Advertising Campaign

• Advertising Agencies

• Advertising

• Headline

Works jointly with business clients to develop advertising campaigns

• Advertising Campaign

• Advertising agencies

• Advertising

• Special Agents

Full-service agencies perform advertising research, media selection, copy development, and artwork for and advertising campaign

• True

• False

In house agencies provide full or limited advertising services based upon the size of the company

• True

• False

Creative service employees study the target markets, the attitudes of potential customers and buying behaviors toward a company's products

• True

• False

________is the saying thet gets the readers attention

• Headline

• Title

• Advertising Title

• Advertising

Which of the following are techniques you can use when writing headlines

• Alliteration

• Paradox

• Rhyme

• All of the above

Which of the following technique is a humorous use of a word that suggest two or more of its meanings or the meaning of a word similar in sound

• Pun

• Alliteration

• Rhyme

• Play on Words

________ is the selling message in a written advertisement

• Copy

• Headline

• Advertising Campaign

• Title

_________ is the photograph or drawing used in a print advertisement

• Headline

• Copy

• Illustration

• Advertising