Print

Your Name: ______________________________

1. The three parts of a print ad layout are:

______________     ______________     ______________

2. The copy portion of a print ad should be written to gain the audiences attention, flag them down, and contain the same information as the headline & illustration.

TRUE _________ FALSE _________

3. Pass-along for newspapers is ____________ people; and for magazines it is _____________ people.

4. Lead-time for magazines is about _____________; and for newspapers is about ______________.

5. Unlike television and radio, print advertising can be characterized as requiring the attention of the audience to be in use.
TRUE _________ FALSE _________

6. Which of the following is generally the best choice for reaching a specifically defined target market according to lecture?

_____ Television     _____Radio

_____Newspaper     _____Magazine

7. Audience size for a print ad is measured by ___________________.

8. In a print ad, the reader's eye will first see the ________________.

9. The first step in planning your layout is __________________________.


10. A creative strategy for a woman's underarm deodorant product will avoid showing the product/use as distasteful and focuses on close-up facial shots of men sampling the fragrance as the main illustration and flashing sexy, muscular poses while pretending to mistake the product for an ice cream cone in insert illustrations. The headline reads Don't be fooled by the sexy package! Women know it's what's under the arm that counts.

Using the guidelines you have learned from our in-class lecture notes indicate 3 faults in this strategy: (3 points)

A. EXAMPLE: "humor appeals often compete with the message if overdone."

B. ___________________________________________________

C. ___________________________________________________

D. ___________________________________________________

11. The best placement for a headline is the top of the page.

True _____     False _____

12. A headline should have some sort of ending punctuation to aid readability.

True _____     False _____

13. List three of the best places (pages, positions, etc.) to put your ad in a magazine.

a _______________________________________

b _______________________________________

c _______________________________________