Deck 5: Creative Strategy, Creative Process, Creative Execution: Art and Copy

Question 1

Illustrators and photographers are responsible for creating the _____ used in print advertising.

A) Slogans
B) Visuals
C) Layout
D) Artistic showcase
E) Mandatories

Answer 1

Visuals

Question 2

Advertisers use visuals in print ads to:

A) Clarify claims made by the copy
B) Emphasize unique features of the product advertised
C) Arouse the reader's interest in the headline
D) Qualify readers by stopping those who are legitimate prospects and letting others skip the ad if they are so inclined
E) Do all of the above

Answer 2

Do all of the above

Question 3

Which of the following is a rule that should be used when the goal is to write effective body copy?

A) Use clichés
B) Never use personal pronouns
C) Read the copy out loud
D) Use long, convoluted sentences that draw the reader into the ad
E) Do not use contractions

Answer 3

Read the copy out loud

Question 4

To create effective Web ads, an advertiser should:

A) Avoid the use of any motion
B) Select animation instead of dramatic photos
C) Hide the product benefit to engage the viewer
D) Do not use rich media ads
E) Use an in-your-face style to get the viewer's attention

Question 5

The ad in a 1940s edition of Time magazine advises automobile drivers to replace their batteries with a Delco-Remy brand battery. Even the older ads can be highly informational.

Question 6

An ad for Lurosil, a prescription drug designed to alleviate arthritis symptoms, begins with a quote, "One day, after coming back from playing tennis, I decided that I'd try anything to help with the pain. " The
_____ ad then describes how Lurosil will satisfy that desire.

A) Informational
B) Transactional
C) Psychological
D) Transformational
E) Charismatic

Question 7

The ad for the Mercedes-Benz automobile begins, "The notion of building and buying a Mercedes-Benz has always been an exceptionally meaningful endeavor. Mercedes is advancing an entire industry with every new innovation it creates." The Mercedes-Benz ad is _____ because it has a positively originated motive.

A) Transactional
B) Charismatic
C) Informational
D) Transformational
E) Functional

Question 8

A creative strategy should contain:

A) Deadlines for print media
B) The programs in which the ad will appear
C) Information on budget allocations
D) The size of the ads to be used in print media
E) None of the above

Question 9

Which of the following is a common cause for blocked creativity?

A) Information overload
B) Insecurity
C) Stress
D) Physical fatigue
E) All of the above