1. The purpose of commercial advertising is:
a) To promote one brand or group over another.
b) To help a competing company
c) To discourage people from buying a product
d) All of the above
2. The objectives of public service advertisements are:
a) Education and awareness of significant social issues
b) Changing the public’s attitudes and behaviors
c) Stimulation of positive social change
d) All of the above
3. The analysis of ad campaign key factors such as the audience, product or service advantage, the message, call to actions, etc. is established during
a) Strategy development
b) Concept development
c) Design development
d) Design execution
4. The creative solution to the advertising problem, which makes the message memorable and effective, is called
a) Research
b) Strategy
c) Ad concept
d) None of the above
5. An approach to concept generation, where an ad may feature a celebrity to advertise the brand, is called
a) Endorsement
b) Visual analogy
c) Symbolism
d) Exaggeration
6. An advertising strategy that focuses on low-cost unconventional marketing tactics is called
a) Brand marketing
b) Advertising marketing
c) Strategy marketing
d) Guerrilla marketing
7. The term Guerrilla marketing was popularized by
a) Albert Einstein
b) George Washington
c) Jay Conrad Levinson
d) David Ogilvy
8. What is the wrong statement?
Guerrilla marketing
a) Uses creative techniques for people to remember products or brands in a different way than they are accustomed to.
b) Should be based on human psychology rather than experience or judgment.
c) Should primarily use time, energy, and imagination.
d) Is specifically geared for the big businesses and world-famous companies
9. Strategic risk of Guerrilla marketing might include:
a) Wrongly timed (or wrongly placed) events
b) Failing to properly execute an undercover campaign
c) Not obtaining legal authorization by government authorities
d) All of the above
10. Advertising presented on elements of the environment, including nearly every available physical surface is called
a) Ambient marketing
b) Ambush marketing
c) Flash Mob
d) None of the above
11. The collection of elements; the visual aspects that form part of the overall brand is called
a) Brand
b) Brand Visual Identity
c) Branding
d) All of the above
12. Logo
a) Is a symbol that identifies a brand (or business)
b) Is not important for a brand
c) Cannot be design from type
d) Cannot undergo transformation
13. Logo has to be
a) Simple
b) Memorable
c) Scalable
d) All of the above
14. Wordmarks (or logotypes) are
a) Abstract marks
b) Icons or graphic-based
c) Letters-based, usually brand initials
d) Word-based, that focused on a business’ name
15. A design deliverable consisting of fonts for headlines and body copy, colors and some elements that communicate the essence of a visual brand is called
a) Mood board
b) Mood chart
c) Style tile
d) Style sheet
16. Creating a business card:
a) You don’t have to follow design principles
b) Perfect alignment is a must
c) You should not vary the text sizes:
d) The main priority for typography is beauty, not readability
17. What is the wrong statement?
a) Most competing brands have parity products or service
b) Parity products are functionally equivalent to a product offered by a competitor.
c) Parity products can be substituted.
d) A car is not a parity product
18. People who plan advertising, oversee the creative process and give guidance to the creative people that work under them are called
a) Creative directors
b) Art directors
c) Copywriters
d) Store managers
19. Copywriter is responsible for
a) The text on brochures, billboards, websites, emails, advertisements, catalogs, and more
b) The overall look and feel of an ad, visual style, selection of images and design;
c) The supervising the creative team and final creative decisions.
d) The copying the text from one document to another
20. What is the wrong answer?
Thumbnail sketches
a) Are the visual proof of the thinking and analyzing process
b) Are small, quick, exploratory sketches
c) Serve to generate as many ideas as possible
d) One thumbnail is enough to create a good logo
21. The real size version of an original thumbnail with sufficient amount of details to see the design as a whole is called
a) Thumbnail
b) Rough
c) Comp
d) None of the above
22. A comprehensive
a) Is the artwork presented to the client or instructor for review.
b) For design students working on class projects, it is often the last stage of the design process.
c) Should be done in Photoshop, or/and Illustrator, or/and InDesign
d) All of the above
23. What is the wrong answer?
To prepare a file for a good printout:
a) It’s important, to begin with a high-quality image
b) Use the standard print resolution is 300 dpi
c) The resolution for print should never be lower than 150 dpi
d) The resolution for print should be 72 dpi
24. Image size
a) Is the measure of space a file takes up on a storage medium
b) Normally refers to the pixel dimensions of an image
c) Can be measured in kilobytes or megabytes
d) All of the above
25. File size
a) Is the measure of space a file takes up on a computer screen
b) Normally refers to the pixel dimensions of an image
c) Can be measured in kilobytes or megabytes
d) All of the above
Extra question:
Calculate the size in inches of the possible printout of your digital image with resolution 150 dpi and dimensions 1650 px x 2100 px
a) 8 in x 10 in
b) 11 in x 14 in
c) 11 in x 17 in
d) None of the above