Nicole, a recent college graduate with a degree in advertising,

Nicole, a recent college graduate with a degree in advertising,

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hopes to gain employment with an agency. She possesses a

great deal of background knowledge but no special skills in a

particular area. The

best

creative position for Nicole would

be as a/an

A.

copywriter.

C.

graphic artist.

B.

art director.

D.

account manager.

2. Principles of design include

A.

balance and unity.

B.

copy and grammar.

C.

illustration format.

D.

proportion and layou

Examination, Lesson 3

58

3. An ad agency uses a hot new advertising fad it discovered at a convention to sell a

new cereal. Sales of the new product decline, and the client fires the ad agency. It

would be safe to say that the agency

A.

has no consistent philosophy.

B.

treated the target audience like a statistic.

C.

imitated campaigns from competitive brands.

D.

created too many campaigns for the product.

4. “Fly Like an Eagle . . . the United States Postal Service” illustrates the _______

method of message recall.

A.

slogan

C.

feel-good

B.

repetition

D.

unique

5. An ad agency decides to show typical teenagers drinking a name-brand cola at a

beach party. Their strategy is probably to

A.

transform the consumption experience.

B.

define the brand image.

C.

pressure the consumer into action.

D.

situate the brand socially.

6. A Denver housewife, Vera Rosario, appears in a television ad for peanut butter.

Mrs. Rosario endorses the brand during the commercial. This is a/an

A.

minority segmentation.

B.

average-user testimonial.

C.

expert spokesperson endorsement.

D.

information-only advertisement.

7. Which of the following message strategy objectives is concerned with making certain

that consumers remember the advertiser’s brand name

first

over others in the market?

A.

Promote brand recall

B.

Invoke a direct response

C.

Instill brand preference

D.

Define the brand image