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WorksheetsNew Media and Advertising
Total questions: 20
Worksheet time: 10mins
What does the phrase “Tech is not the idea; the idea is THE IDEA” emphasize?
Technology is more important than insight
Technology should only be used if it is trendy
Strong ideas should drive creativity, and tech is only a tool
Advertising should avoid using technology
Why did Google introduce 6-second bumper ads?
To make ads more expensive
Because users skip ads after a few seconds
To promote long storytelling formats
Because advertisers prefer longer videos
Facebook’s “4-second rule” suggests that brands must:
Show the full story within 4 seconds
Capture attention quickly to avoid losing viewers
Avoid using visuals in the first few seconds
Focus only on sound and voiceovers
AirAsia’s new AI-powered chatbot mainly reflects which trend in modern marketing?
Entertainment-driven storytelling
Influencer marketing
Functional innovation and customer experience
Outdoor media expansion
What is one major advantage of AirAsia creating a virtual influencer (Miss AVA)?
She can perform real-world tasks
She is cheaper to fly internationally
She can appear in any scenario and create ongoing brand stories
She replaces all human employees
The Shibuya armpit-hair advertisement is an example of:
Using high-tech visuals
Cultural provocation and breaking beauty norms
Promoting digital transformation
A purely functional campaign
What is the biggest challenge in today’s advertising environment?
Producing long ads
Getting approval from regulators
Capturing and holding attention in a crowded content world
Reducing production budgets
Entertainment-driven advertising works because:
People prefer emotional and engaging content
It is cheaper to produce
It guarantees viral success
It replaces strategic insight
Virtual influencers are effective because:
They need expensive PR teams
They never age or get involved in scandals
They must follow strict government rules
They replace all marketing channels
The main purpose of short-form ads (4–6 seconds) is to:
Deliver complex storylines
Maximize production time
Communicate one clear message quickly
Increase video length
A strong creative idea should survive even without advanced technology.
True
False
Google recommends 6-second ads because audiences enjoy long video ads.
True
False
Facebook data shows viewers decide whether to continue watching within the first 3-4 seconds.
True
False
Virtual influencers are unpopular among Gen Z and lack engagement.
True
False
The Shibuya armpit-hair ad is an example of challenging societal norms.
True
False
Modern audiences expect ads to entertain, not just inform.
True
False
AirAsia’s new web and mobile facelift focuses only on visuals, not user experience.
True
False
Short attention spans mean that ads must hook viewers immediately.
True
False
Technology alone can guarantee a great advertising idea.
True
False
Cultural relevance and bold messaging help brands stand out in crowded media spaces.
True
False
