Ch. 12.2 - Vocabulary Question Preview (ID: 46499)


Advertising. TEACHERS: click here for quick copy question ID numbers.

Coordinated series of linked ads with a single idea or theme.
a) advertising campaign
b) promotional campaign
c) product mix
d) product promotion

Statement summarizing the features and benefits of the company or product, how it differs from the competition, and how it is better than the competition.
a) unique selling proposition
b) press release
c) creative plan
d) headline

Standards of measurement
a) metrics
b) price
c) selling price
d) product promotion

Outlines the goals, primary message, budget, and target market for different ad campaigns.
a) creative plan
b) promotional plan
c) advertising plan
d) press relase

Consists of the words designed to grab attention so viewers will read the rest of the ad.
a) headline
b) hook
c) logo
d) tagline

Aspect of an ad that grabs attention
a) hook
b) headline
c) logo
d) tagline

Ad text that provides information and sells the product.
a) copy
b) headline
c) hook
d) brand name

Name given to a product consisting of words, numbers, or letters that can be read or spoken.
a) brand name
b) headline
c) tagline
d) hook

Picture, design, or graphic image that represents the brand.
a) logo
b) brand name
c) tagline
d) headline

Phrase of sentence that summarizes an essential part of the product or business; also called a slogan
a) tagline
b) hook
c) headline
d) copy

Verb that tells the readers what to do.
a) action word
b) headline
c) tagline
d) logo

Visual aspect of the words printed on a page.
a) typography
b) typeface
c) layout
d) signature

Particular style for the printed letters of the alphabet, punctuation, and numbers.
a) type face
b) typography
c) headline
d) action word

Refers to the thickness and slant of letters.
a) weight
b) typography
c) typegace
d) art

Print that appears in everyday life.
a) environmental print
b) typeface
c) layout
d) typography

All of the elements that illustrate the message of an ad.
a) art
b) graphics
c) layout
d) advertising campaign

Arrangement of the headline, copy, and art on a page.
a) layout
b) graphics
c) white space
d) art

Blank areas on a page where there is no art or copy.
a) white space
b) art
c) layout
d) copy

Establishes the policies and procedures for advertising self-regulation.
a) Advertising Self-Regulatory Council
b) advertising campaign
c) service approach
d) supply chain

Identifies the person or company paying for the ad.
a) signature
b) advertising campaign
c) product promotion
d) typeface

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