| A | B |
|---|
| one individual coordinators the work of a network of free lancers for multiple marketing related tasks | virtual advertising agency |
| copy is seen first and often determines the overall effectiveness of an advertising campaign | headlines |
| to draw viewers into the ad’s illustration and then ad copy | purpose of a headline |
| free, now ,and new | most attractive words to use in headlines |
| a well designed one of these can create instant recognition for a business | signature or logo |
| type of headline that uses a phrase where two things seem to contradict one another is called | paradox |
| this part of ad should make the customer read the copy, show the customers possible product uses, and appeal to the customer's senses | the illustration |
| sketch showing a general arrangement of ad | ad layout |
| creative boutique, full service, limited service | types of specialized advertising agencies |
| An advertising agency that performs ALL aspects including research, selects media, and develops copy and art for a business | full-service advertising agency |
| An advertiser who is designing print ads for a specific audience, such as people over 65 years old, should pay careful attention to the | type size |
| an effective headline should contain this many words or less | 7 |
| In a print ad, what component should integrate the headline and copy | illustration |
| the more color used in a print ad the more ____ it will be | expensive |
| a rough draft to sketch | ad layout |
| Inexpensive or free images, such as stock drawings and photographs, that can be used in an advertisement | clip art |
| the selling message of a written advertisement | copy |
| shows exactly how an ad will appear when printed | advertising proof |
| a business’s identification symbol; a logo is in this part of a print ad | signature |
| look and appearance of letters, numbers, signs or the font type | typeface |
| an entire collection of advertisements as a coordinated plan | ad campaign |
| the voice that is used to call to someone to action | active |
| repeated initial consonant sounds | alliteration |
| the short phrase that attracts readers’ attention | headline |
| catchy phrase that identifies a product | slogan |
| humorous use of words suggesting two or more of its meanings | pun |
