Marketing Essentials

Chapter 20: Print Advertisements

Self-Checks

1
What is a signature?
A)An advertising campaign
B)A brand name
C)A logo or symbol that represents a company
D)An illustration
2
The steps of an advertising campaign are
A)Identify the target audience and determine objectives
B)Establish the budget
C)Develop the message and select the media
D)all of the above
3
What are the components of a print ad?
A)Signature, copy, and illustration
B)Headline and signature
C)Headline, signature, copy, illustration
D)Headline, signature, copy, illustration, slogan
4
A headline should
A)Attract attention
B)Deliver important details
C)Be general
D)None of the above
5
What is an advertising proof?
A)The layout
B)The colors used in the ad
C)A copy of the ad for a company’s approval
D)The final ad that is going to be printed
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