79.What is most likely a characteristic of an effectively designed Web site? A.A layout that matches scanning patternsB. Bold, black headlines to grab attentionC. A link to a firm's Facebook pageD. Large icons to enhance interactivityE. Minimal photos to cause distraction An effective Web site has information that is easy to find because the layout of the site matches closely with the scanning pattern commonly observed among Web page readers: two quick horizontal scans across the top followed by a downward vertical scan. Colors and photographs are carefully chosen to enhance the layout, attract Internet users, and guide their gaze through the page. AACSB: Technology Accessibility: Keyboard Navigation Arens - Chapter 09 #79 Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-05 Review the unique requirements in writing for the Web. Topic: Writing for the Web
80.The primary purpose of a banner ad is to: The purpose of a banner ad is to bring Internet users to a Web site other than the one they intended to visit. Viral ads rely on Internet users to spread messages to others about a product. AACSB: Technology Accessibility: Keyboard Navigation Arens - Chapter 09 #80 Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-05 Review the unique requirements in writing for the Web. Topic: Writing for the Web 81. The work of the copywriter and the art director is always subject to approval. The larger the agency and the larger the client, the more difficult the approval process becomes. What is the biggest challenge of the approval process for the copywriter and the art director? A major challenge is keeping the approvers from corrupting the style of the ad. The creative team works hard to achieve a cohesive style. Then a group of non-writers and non-artists has the opportunity to change it all. AACSB: Analytic Arens - Chapter 09 #81 Blooms: Understand Difficulty: 3 Hard Learning Objective: 09-01 Describe the factors involved in creating print ads. Topic: The Art of Creating Print Advertising 82. What type of format traditionally produces the highest level of recall? Traditionally, the ads that score the highest recall employ a standard, poster-style format, also called picture-window layout and Ayer No.1. AACSB: Analytic Arens - Chapter 09 #82 Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-01 Describe the factors involved in creating print ads.
- Fall '08
- Advertising, AACSB, Keyboard Navigation