Filak, Dynamics of Media Writing, 2e
SAGE Publishing, 2019
Chapter 13: Advertising
Test Bank
Multiple Choice
1. What is the one thing that separates advertising from other forms of media writing?
A. the financial aspect
B. publication
C. audience
D. persuasion
2. The ______ of the advertisement is key to understanding how it will attempt to
persuade you and the underlying values associated with those attempts.
A. cost
B. source
C. information
D. persuasion
3. The ______, which oversees much of the advertising law in this country, has placed a
premium on the importance of “prohibiting unfair or deceptive acts or practices.”
A. Food and Drug Administration
B. Federal Communications Commission
C. Federal Trade Commission
4. When it comes to properly structuring your advertising messages, you should rely on
______.
A. exaggeration
B. puffery
C. false claims
D. facts and reputable sources
5. The best messages in the world won’t have any impact if they don’t ______.
A. reach the proper readers and viewers
B. cost a lot
C. have good graphics
D. have good copy
6. An advertisement should persuade people to enact a behavior that will benefit
______.
A. the client
B. both the consumer and the advertiser
C. the ad agency
D. the field
7. The ______ offers a coherent examination of how best to reach the audience with
your pitch and why this approach will work.
A. objective statement
B. support statement
C. creative brief
D. brand
8. The ______ is an organized format that allows you to put your ideas before other
members of your agency, your boss, and eventually your client.
A. brand
B. objective statement
C. support statement
D. creative brief
9. The ______ is where you outline what you are trying to accomplish.
A. objective statement
B. support statement
C. creative brief
D. brand
10. ______ is where you describe the evidence that explains why your approach to this
promotion makes sense.
A. Objective statement
B. Support statement
C. Creative brief
D. Brand
11. ______ is the brief statement as to how you plan to do this and how you plan to give
people the information in an acceptable fashion.
Filak, Dynamics of Media Writing, 2e
SAGE Publishing, 2019
A. Objective
B. Support
C. Tone or brand
D. Creative brief
12. The key steps you need to take as you start to shape your message include all of
the following EXCEPT ______.
A. plan first, then write
B. determine your audience
C. present an option for action
D. one ad, many ideas
13. In some cases, advertisers market their product to one group and draw a different
group of consumers. This is known as the ______.
A. actual audience
B. target audience
C. tone
D. brand
14. The ______ is the group of people you have in mind for an advertisement or an ad
campaign.
A. actual audience
B. target audience
C. tone
D. objective
15. When it comes to an ad, you should look for ______ that you want to promote.
A. three main things
B. two main things
C. one main thing
D. four main things
16. Ads are ultimately meant to ______.
A. entertain
B. inform
C. persuade
D. direct action
17. For ______ , you want to provide people with basic information about how to buy a
product or purchase a service.
A. immediate action items
B. delayed action items
C. informational items
D. persuasive items
18. For ______, you want to create a broader sense of what to do when the time comes
to act.
A. immediate action items
B. delayed action items
C. informational items
Filak, Dynamics of Media Writing, 2e
SAGE Publishing, 2019
D. persuasive items
19. Whatever your goal is, everyone involved should have a clear understanding of the
advertising objectives ______.
A. only before the campaign
B. only after the campaign
C. before, during, and after the campaign
D. only during the campaign
20. When it comes to measuring outcomes, you should do all of the following EXCEPT
______.
A. be idealistic but be practical
B. establish a concrete benchmark
C. figure out a time frame
D. confuse measurements
1. One thing that separates advertising from other forms of media writing is the financial
aspect.
2. In advertising, having a known sponsor is not crucial.
3. The Federal Trade Commission oversees much of the advertising law in this country.
4. Advertising law does not require that companies back their claim with information as
they attempt to persuade people.
5. When companies refer to something as “miraculous,” “amazing,” or “the best ever,”
this is traditionally known as puffery.
6. An ad does not have to be seen or heard for it to be effective.
7. An advertisement should persuade people to enact a behavior that will benefit both
the consumer and the advertiser.
8. The creative brief is an organized format that allows you to put your ideas before
other members of your agency, your boss, and eventually your client.
9. The objective statement is where you describe the evidence that explains why your
approach to this promotion makes sense.
10. The tone or brand is the brief statement as to how you plan to give people the
information in an acceptable fashion.
11. It’s a good idea to dive right into writing ad copy without preparation.
12. You can use a lot of that research information you gather to determine the
demographic, psychographic, and geographic aspects of your audience.
13. The target market is the group of people you have in mind for an advertisement or
an ad campaign.
14. When advertisers market their product to one group and draw a different group of
consumers, this is known as the actual audience or the actual consumers.
15. The more you try to cram into an ad, the less lost your readers and viewers will be.
16. Ads are meant to direct action, whether that action is immediate or delayed.
17. For immediate action items, you want to create a broader sense of what to do when
the time comes to act.
18. The client and you do not need to have a shared understanding of what “working”
means in terms of your desired outcomes.
Filak, Dynamics of Media Writing, 2e
SAGE Publishing, 2019
19. When measuring outcomes, it’s important to establish a concrete benchmark.
20. Make sure you understand the goal of your advertising campaign before you
attempt to measure it.
1. What terms are included in good definitions of advertising?
2. What elements are included in a creative brief?
3. What are the key steps you need to take as you start to shape your ad message?
4. What are some tips to follow in writing for advertising?
5. What is the difference between a product’s benefits and characteristics?
1. What are some of the defining characteristics of advertising?
2. What is the creative brief and how is it organized?
3. What are some keys steps to creating your advertising message?
4. How can you measure advertising outcomes?
5. What are some tips for writing in advertising?
