G.A.M Chapter 10

 Advertising  Advertising & IMC: Principles Principles and Practice, Practice, 9e (Moriarty) 9e  (Moriarty) Chapter 10 Visual Communication

1) Which of the following is NOT a key reason designers focus on the use of visuals in advertising? A) anchor associations B) cement belief  ) communicate !uickly ") re#lace co#y $) tell interesting stories Answer% " "iff% & 'age (ef% &1 *kill% once#t AA*B% ommunication abilities Ob+ective% 1,-1 &) .n most marketing communication/ the #ower to get attention lies #rimarily with the  00000000 A) visual B) audio ) scri#t ") co#y $) sound effects Answer% A "iff% & 'age (ef% &1 *kill% once#t AA*B% ommunication abilities Ob+ective% 1,-1 2) Who is the #erson most res#onsible for designing images that tell stories and create b rand im#ressions in an advertisement? A) co#ywriter  B) art director  ) #roducer  ") designer  $) #hotogra#her  Answer% B "iff% & 'age (ef% && *kill% once#t Ob+ective% 1,-1

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5) A6n) 00000000 is the im#rint used for immediate identification of a brand or com#any A) icon B) logo ) brand image ") design $) thumbnail Answer% B "iff% 1 'age (ef% &7 *kill% once#t Ob+ective% 1,-1 7) .mages from collections of co#yright-free art that anyone who buys the service can use are known as 00000000 A) se#ia images B) die-cut images ) #rocess images ") #ublic art $) cli# art Answer% $ "iff% 1 'age (ef% &8 *kill% once#t Ob+ective% 1,-& 8) o#ywriters and art directors who imagine what the finished ad might look like are engaged in  00000000 A) visuali9ation B) dubbing ) #ost #roduction ") sto# action $) surrealism Answer% A "iff% 1 'age (ef% &8 *kill% once#t Ob+ective% 1,-& :) Which of the following is NOT included in the art director;s toolkit for #rint advertising? A) #hotos B) illustrations ) ty#efaces ") layout $) dubbing Answer% $ "iff% & 'age (ef% &8 *kill% once#t Ob+ective% 1,-&

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