| A | B |
|---|
| paradox | A clever phrase that seems opposite of the true meaning |
| virtual | THIS type of ad agency can be a full service one that provides website development and advertising copywriting as well |
| institutional | Advertising that presents information about a business’s contributions to the community |
| circulation | The rate that a magazine charges for its advertising space is based on THIS |
| demonstrates | Advertising ______________ the features and benefits of a good or service. |
| familiar saying with a twist | A headline that uses this technique is one that is a saying that people know but has an added surprise |
| virtual | An advertising agency where one individual coordinates the work of a network of freelancers |
| typesize | An advertiser who is designing print ads for the older generations should pay close attention to THIS |
| Consumer | Magazines that are read for personal pleasure or interest such as Sports Illustrated, Time, and Seventeen |
| signature(ID) | A well-designed logo and slogan or THIS gets instant recognition for a business. |
| White | A business DOES NOT pay for a listing of its name, address, and phone number in the ___________ Pages telephone directory only in the Yellow Pages |
| existing | direct-mail advertising is usually most effective with THIS type of customer |
| Clip Art | Inexpensive or free images, such as stock drawings and photographs, that can be used in an advertisement |
| action | the purpose of an illustration in an ad is to encourage the customer to take THIS |
| Creative Boutique | Specialized type of advertising agency that in particular helps businesses with the creative production process |
| magazine | type of print medium provides the longest life span for an advertisement? |
| Yellow Pages directory | printed medium is most familiar to 99 percent of American adults |
| Headlines | According to many advertising and sales experts, THIS often determines the overall effectiveness of an advertising |
| cost | Inserting color in an advertisement contributes to the ad’s effectiveness but also increases THIS of the ad |
| seven | According to the textbook, an effective headline should contain THIS many words |
| alliteration | Repeating inital consonat sounds |
| illustration | In an advertisement containing four parts of a print ad, THIS should integrate the headline and copy. |
| display ad | newspaper advertisement that includes art, photos, copy, and a logo |
| banner | an advertisement that appears as a rectangle or various shapes and sizes at the top, bottom, or side of a Web page. |
| braodcast | Radio and television are both considered THIS type of media, but Web sites are not |
| ad proof | shows exactly how an ad will appear when printed |
| advertising | THIS can promote a new or existing product |
| full-service | An advertising agency that performs research, selects media, and develops copy and art for a business |
| distribution area | Businesses that advertise in newspapers can target their ads to people with particular interests or to those living in a particular region because THIS is known |
| ad layout | sketch showing a general arrangement of ad |
| half | Less than THIS number of adults in the United States read newspapers every day |
| now, price, new | words used in headlines attract most readers’ attention? |
| 2/10 n/30 | This means that IF the business pays the bill in 10 days it gets a 2% discount but if not the whole amount is due |
| column inches | Rate X column in width X column inch length is the Formula for figuring cost of ad using THIS |
| cost per thousand | the formula for figuring THIS is cost of the ad X 1000 divided by circulation |
