Solved by verified expert :91. (p. 300) Which
of the following statements about the use of indirect headlines is true?
A. Indirect headlines are often effective in attracting
a reader’s attention or interest.
B. Indirect headlines can provoke curiosity and
encourage a reader to read the body copy of an ad.
C. Indirect headlines may include questions,
provocations, or challenges.
D. Indirect headlines rely on their ability to generate
reader interest and involvement and thus get readers to read more of the
message.
E. All of the above statements
about the use of indirect headlines are true.
92. (p. 300) Which
of the following statements describes a potential problem associated with the
use of indirect headlines in a print ad?
A. Indirect headlines rarely generate interest or
curiosity and thus motivate the reader to become involved with the remainder of
the ad.
B. Indirect headlines may
not be provocative enough to get the readers’ attention and offer a reason for
reading the remainder of the message.
C. Indirect headlines must always be accompanied by an
engaging visual appeal in order to be effective.
D. Indirect headlines only work when readers are already
interested in the category of the good or service being advertised.
E. All of the above statements describe potential
problems associated with the use of indirect headlines.
93. (p. 300) A
print ad for the Apple Cider Vinegar Diet used the headline, “Maybe Eve
was on to something.” This is an example of a(n):
A. direct headline
B. indirect headline
C. subhead
D. jingle
E. subhead
94. (p. 301) A
print ad for Wilson Ultra golf balls used the headline “Do you ever wonder
why John Daly can hit a golf ball so far?” This is an example of
a(n):
A. direct headline
B. indirect headline
C. subhead
D. jingle
E. subhead
95. (p. 301) Under
the _____ “Send in the Reinforcements!” at the top of the ad page was
printed in a smaller typeface the command “Boost your immune system with
Kyolic Aged Garlic Extract,” which is an example of a(n) _____.
A. direct headline; indirect headline
B. prohead; indirect headline
C. indirect headline; direct headline
D. indirect headline;
subhead
E. prohead; body copy
96. (p. 301) Underneath
the headline, “Fully Loaded,” in the ad for Browning shotguns was
“Our most comprehensive line of autoloading shotguns ever.” The
second statement was printed in a typeface larger than the body copy but
smaller than the headline. The second statement in the ad is an example of
a:
A. story line
B. subhead
C. demonstrative appeal
D. physiological appeal
E. psychological appeal
97. (p. 301) _____
are secondary headlines that usually appear in a type size smaller than the
main headline but larger than the body copy of a print ad.
A. Direct headlines
B. Indirect headlines
C. Body copy
D. Voice-overs
E. Subheads
98. (p. 301) _____
are the print ad components used to break up large amounts of copy and
highlight key selling points.
A. Headlines
B. Subheads
C. Illustrations
D. Layouts
E. Voice-overs
99. (p. 301) What
is the main text portion of a print ad called?
A. the headline
B. subheads
C. body copy
D. the visual
E. the layout
100. (p. 301) _____
is considered the heart of a print ad but is often difficult to get readers to
attend to.
A. The headline
B. The subhead
C. Body copy
D. The visual
E. The logo
