1. Type fonts are seen in _____ basic typeface groups, all with different personalities.
two
four
six
eight
2. You are the creative director at a Milwaukee ad agency. Today, your copy writers are presenting you with their ideas for several thirty-second radio spots for the City of Milwaukee Tourism Bureau. The Bureau wants to feature its own informationcenter and tours, city museums, art galleries, concerts, festivals, and special events. Whenthey are ready, the best ideas will be taken to the marketing director, of the City of Milwaukee, for review and approval.
Before the copywriters present, you want to familiarize yourself with the details of the campaign once again. You review a copy of the creative brief because you know it:
contains the best ideas used by competitors of the client.
is the channel that will carry the ad campaign’s message to the public.
represents the unique thought behind the ad campaign.
lists the rules, restrictions, and limitations for the ad campaign as dictated by the client.
3. In 2007, the Michigan-based Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign auto-makers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company toward the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion, was worse than disliking the brand. So, Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford is now heavily utilizing the Internet to promote the new Ford Fiesta, which is the focus of a campaign that has greatly increased the awareness of the Ford brand. The company has also been stressing the value of buying enviré}²±¼ß5onment-friendly cars, a move it hopes will improve the brand's image throughout the world. So far, these moves appear to be working-in late 2010, Ford was once again named the second leading automotive company in the United States, as well as the fourth largest in the world.
("Ford Can Fiesta Again." The Economist, October 28, 2010)
Ford is using a number of catchy songs in its advertisements. One advantage of using jingles in advertising is:
it gives consumers something fun to listen to.
it promotes brand recall.
it makes consumers think before purchasing a particular product.
consumers respond better to sounds than they do to images.