Deck 17: The Total Concept: Words and Visuals

Question 1

Which of the following is true of ads for a product?

A)created for an artistic purpose
B)created for the sake of creativity
C)Each piece in the campaign should be unique in its goals, message, and form.
D)Even when some advertisements don't appear to be related, the same set of objectives must apply to all advertising.
E)is created to enhance the ingenuity of the creative team

Answer 1

D

Question 2

When all is said, done, and considered, one of the primary creative objectives of an advertisement is to:

A)avoid disruption.
B)move the prospect to inquire about the product.
C)raise consumer consciousness about the product or service.
D)attract attention.
E)communicate the promise.

Answer 2

D

Question 3

Which may be the responsibility of a copywriter?

A)creation of visuals for an ad
B)layout
C)creation of advertising objectives
D)the ad concept
E)art direction

Answer 3

D

Question 4

The right hemisphere of the brain does NOT do which of the following?

A)think nonverbally
B)control responses to color
C)control the creative process
D)provide intuition
E)work methodically

Question 5

Putting together elements such as a headline, logotype, illustration, and copy in an orderly form is referred to as making the:

A)execution.
B)creative leap.
C)layout.
D)objective verifiable.
E)mock-up.

Question 6

Which is NOT an important function of a creative idea?

A)to grab attention
B)to implant your brand name indelibly in the prospect's mind
C)to convince your prime prospect of the price of your product or service above all else
D)to connect the brand name to the positive attributes of your product or service
E)to convince your prime prospect to consider your product or service first

Question 7

Which of the following would NOT be a basic area of the creative process?

A)medium or vehicle used
B)concepts
C)research data
D)words
E)pictures

Question 8

According to creative theorist Joseph Wallis, which of the following is NOT a critical developmental phase for creativity?

A)evaluation
B)incubation
C)utilization
D)preparation
E)illumination

Question 9

Which of the following does the left hemisphere of the brain NOT provide?

A)control for verbal skills
B)reasoning
C)intuition
D)information processing
E)methodical operations

Question 10

According to a creative director at Leo Burnett, what is "a sensitivity to human nature and the ability to communicate it"?

A)creativity
B)preparation
C)verification
D)illumination
E)advertising

Question 11

A rendering in words, symbols, shapes, forms, or any combination thereof of an abstract answer to a perceived desire or need is:

A)art.
B)an executional idea.
C)a creative advertisement.
D)a basic idea or concept.
E)a schematic.

Question 12

As the creative team thinks visually about an ad, they should be charged to do all of the following EXCEPT:

A)remember that a picture is indeed worth a thousand words.
B)employ only words that work with the visual for the most powerful effect.
C)tweak or sketch the idea to its limits.
D)create multiple versions.
E)factor in the budget constraints.

Question 13

When the writer and layout person collaborate on an ad, their first task is to determine:

A)where to place the headline.
B)whether to use a subhead.
C)the most important element in the ad.
D)what emphasis to place on the price of the product.
E)the overall tone of the piece.

Question 14

A successful creative concept must not only be an attention-grabber, it must also:

A)develop the concept humorously.
B)develop the copy simply.
C)put across the main selling point and brand name.
D)be memorable.
E)be easily executable at a reasonable price.

Question 15

Before a writer and layout person in an agency commit to putting something on paper, they would likely discuss all of the following EXCEPT:

A)length and/or importance of the copy.
B)value of the client to the agency.
C)role of the visual(s).
D)need to show the product.
E)what element should be given emphasis.

Question 16

Which of the following is NOT, according to Jim Aichison, a source of inspiration for an idea?

A)where or how a product is made
B)lack of awareness about what happens to a product
C)history of the product
D)the packaging
E)gaining new ideas from a product's old advertising

Question 17

Inspiration for advertising typically does NOT come from which of the following?

A)free association
B)brainstorming
C)an outlandish notion
D)intuition
E)slow incubation

Question 18

What characterization fits the notion of a strong idea?

A)should focus on all its details to the exclusion of everything else
B)should be based on a simple idea
C)should be all about hitting a "home run" as breakthrough advertising
D)should connect its attributes to the agency's need to be great above all else
E)should be focused on a single medium for maximum impact

Question 19

John Butler, creative director of Butler, Shine, Stern & Partners, said, "Advertising is not art. It is

A)a revolution of understanding."
B)relevant social statements."
C)a way to sneak poetry into commerce."
D)a business masquerading as art."
E)art masquerading as business."

Question 20

Which of the following does NOT apply to a layout?

A)a working drawing
B)the blueprint for production purposes
C)the realizable leap in creativity
D)the total appearance of an ad
E)the composition of design elements

Question 21

According to studies by Roper Starch, color newspaper ads were read more often than black-and-white ads by what percentage?

A)73 percent
B)61 percent
C)55 percent
D)42 percent
E)27 percent

Question 22

According to research cited by The Color Marketing Group, color increases brand recognition by up to:

A)50 percent.
B)65 percent.
C)80 percent.
D)90 percent.
E)95 percent.

Question 23

Assume you have designed an ad that is symmetrical, but it has a logo on the right but not an equal element on the opposite side. Yet, all other elements are symmetrical. It's fair to assume this ad has:

A)harmony.
B)formal balance.
C)informal balance.
D)contrast.
E)emphasis.

Question 24

Which of the following forecasts color trends for products and fashion?

A)Color Marketing Group (CMG)
B)Color Association of America
C)The Pantone Color Institute
D)Consumers Union
E)Starch Consumer Color Report

Question 25

Reasons for using color include all of the following EXCEPT:

A)as an attention-grabbing device.
B)to present some products realistically.
C)because of its reasonable price.
D)its value in conveying psychological messages.
E)to highlight specific elements.

Question 26

Basic means to attract attention to an ad include:

A)using a visual with a caption.
B)using a headline with a subheadline.
C)using a combination of a visual and headline.
D)using a subheadline with an illustration.
E)using white space.

Question 27

Which of the following does NOT gauge the weight of an element in an ad?

A)its shape
B)its symmetry
C)its color
D)its size
E)its degree of blackness

Question 28

Without this, perhaps the most important design principle, an ad falls apart and is visually confusing.

A)balance
B)emphasis
C)harmony
D)unity
E)sequence

Question 29

In an ad, color:

A)is among the most expensive elements.
B)is one of the most versatile elements.
C)has minimum drawing power.
D)has impact related to the gender of the prospect.
E)is less popular than black-and-white images.

Question 30

Strategy for developing an ad include factoring in all of the following EXCEPT:

A)product appeals.
B)the key illustration.
C)psychographic information on the consumer.
D)consumer demographic data.
E)positioning.

Question 31

Which of the following statements pertain to The Color Marketing Group?

A)predicts electric green will become a popular accent color
B)is a not-for-profit association that forecasts color trends three years out for all industries, manufactured products and service
C)predicts soft, colorful hues will form the basis for most decoration
D)predicts global warming concerns will increase the use of reflective white
E)makes predictions about best colors to use for 20 months out

Question 32

If layout artists talk about either an "S" or "Z" arrangement, they are discussing:

A)balance.
B)emphasis.
C)sequence.
D)contrast.
E)informal balance.

Question 33

In an ad, too many different type faces and/or sizes, or illustrations would disrupt:

A)emphasis.
B)harmony.
C)unity.
D)balance.
E)informal balance.

Question 34

Which of the following is NOT necessary for a well-designed ad?

A)interesting contrast
B)harmonious elements
C)sequence typically in either a Z or S arrangement
D)focusing on a key element
E)an optical center in the middle of the page

Question 35

When layout artists talk about an optical center, they are talking about a spot that is:

A)five-eighths of the way up a page.
B)three-eighths of the way up a page.
C)dead center on a page.
D)five-eighths of the way down a page.
E)the intersection of the two diagonals.

Question 36

In an ad, when you focus on one element to make it stand out, you are employing:

A)emphasis.
B)harmony.
C)balance.
D)contrast.
E)the optical center.

Question 37

In a study by Pantone Color Institute, which of the following was NOT a lifestyle category?

A)impulsive
B)traditional
C)confident
D)prudent
E)optimistic

Question 38

An ad that has informal balance has:

A)bisymmetric design.
B)objects seemingly placed at random; yet, they are in relation to one another so the ad as a whole appears in balance.
C)elements of equal weight, size, and shape on both side of an imaginary vertical line drawn down its center.
D)elements of equal weight, size, and shape on either side of an imaginary vertical line drawn down its center.
E)all elements except the logo are symmetrically balanced.

Question 39

When trying different arrangements of elements in an ad layout, the advertisement may be represented by using miniature drawings referred to as:

A)mechanicals.
B)roughs.
C)comps.
D)thumbnail sketches.
E)miniature mock-ups.

Question 40

40. If you're anticipating changes to graphics or text, you should encourage your layout artists to provide you a:

A)rough layout.
B)comprehensive.
C)thumbnail.
D)mechanical.
E)draft.

Question 41

The right hemisphere of the brain provides reasoning, controls verbal skills, and processes information.

Question 42

The major advantages of using royalty-free stock illustrations include all of the following EXCEPT:

A)many available service providers.
B)reasonable prices.
C)many average illustrations.
D)extensive choices of images.
E)easily accessible.

Question 43

The big idea may be aimed at consumers in television, magazines, mobile, or short-content films.

Question 44

This font format, developed by Adobe and Microsoft, is superior because it gives designers more typographic control.

A)Open Type
B)closed face
C)Type I
D)san serif
E)TrueType

Question 45

When creative people speak about the artist's medium, they are talking about the tool or material used to render an illustration, such as:

A)channels such as TV or print.
B)computer graphics.
C)photography.
D)oils and canvas.
E)charcoal drawings.

Question 46

For the big idea, words describe the basic idea, but visuals reinforce the words by providing a setting to make the words even more powerful.

Question 47

Research shows just how important a visual is because it finds:

A)a minimum of 55 percent of a layout is either an illustration or photograph.
B)about 98 percent of top-scoring ads contain either a photograph or illustration.
C)all award-winning ads are a balance of photographs and copy.
D)about 75 percent of top-scoring ads contain an illustration.
E)about 30 percent of a layout use just photographs.

Question 48

In advertising, layout refers not only to the total design of an ad but also to the physical rendering of the design of the ad as a blueprint for production purposes.

Question 49

Open Type font does NOT, according to what is listed, provide:

A)many nonstandard characters.
B)font names ending in ttf or ttc.
C)true-drawn small caps.
D)extended ligatures sets.
E)swash and dingbats.

Question 50

The failure of the "chicken crossing the road" approach for KFC demonstrated why agencies and clients should maintain libraries with their work and be sure an idea is thoroughly researched.

Question 51

The left hemisphere of the brain provides intuition, processes information, controls the creative process, thinks nonverbally, response to color, and is artistic.

Question 52

Any USP advantage disappears in 15 minutes unless you create an emotional bond with the prospect.

Question 53

Which of the following best describes who typically combineS to create an ad?

A)an imaginative person who conceives the visual idea to make the master layout
B)an imaginative person who uses computer graphics effectively
C)an artist who does roughs
D)an imaginative person who thinks up the visual idea with a copywriter in order to make the master layout, and an artist who does finished art
E)a copywriter who draws up the master layout

Question 54

In advertising design, two twin disciplines tend to raise each other up a notch; they are:

A)photography and copywriting.
B)photography and art directing.
C)art directing and computer graphics.
D)computer graphics and ink and pencil.
E)copywriting and graphic design.

Question 55

Efficiency and memorability are benefits derived from creative advertisements.

Question 56

So long as an advertisement grabs attention, its goal is achieved.

Question 57

When creative teams are used, copywriters need to understand art direction, and the art director needs to appreciate the impact of words.

Question 58

An advertisers chooses NOT to use stock imagery because of:

A)ease of accessibility.
B)budget restraints.
C)time pressure.
D)quality and variety.
E)proprietary aspects of a project.

Question 59

Today, mastery of layout does NOT demand keen knowledge of:

A)computers.
B)costs.
C)photography.
D)electronic imaging.
E)type.

Question 60

If you buy artwork, which of the following might land you in legal trouble?

A)securing a legal release or written permission
B)arranging all terms upfront
C)arranging all terms in advance, including a price based on how many shots you will use
D)arranging all terms in advance, including a price based on how many shots you will use and in how many publications
E)having only a minor sign a model or performance release

Question 61

In ad development, the word ________ is schizophrenic because it has positive meanings in advertising but it also can have a negative meaning.

Question 62

The dictionary defines a ________ as a general notion or idea of something formed by mentally combining all its characteristics or particulars. In advertising, it's a fresh way of looking at a product or service.

Question 63

The mathematical and optical centers of a page for an ad are always identical.

Question 64

Today, American tastes appear on a global basis and will reduce or remove regional color choices accordingly.

Question 65

Because creative is scientific, research can tell us which creative techniques work.

Question 66

Since the events of 9/11, color trends are no longer strictly evolutionary.

Question 67

A visualizer, like a layout editor, is responsible for putting together the illustration and all other key elements in an ad in an orderly, attractive arrangement.

Question 68

Computer graphics are really the ability to display or draw visual information on a video terminal.

Question 69

Design terminology is universal.

Question 70

Using warm colors for foreground and cool colors for background enhances the perception of depth.

Question 71

Despite all the strategy employed, most ads are invisible unless they can grab the prospect's attention.

Question 72

Although the person who makes the layout and creates the visual idea may be the same, the two functions are distinct.

Question 73

If layout artists choose not to accent or focus on an element, the ad will lack emphasis.

Question 74

Bill Backer, award-winning creator of such campaigns as "Soup is Good Food," defines a basic idea or concept as a(n)________ answer to a perceived desire or need.

Question 75

Charges for freelance artists and photographers' works are consistent around the nation.

Question 76

Sequence in an ad is about the organized manner in which elements are arranged in order, for example, to direct the eye in a structural or gaze motion.

Question 77

One of the major reasons that 80 percent of graphic design specialists use stock imagery is to meet deadlines or turnaround times.

Question 78

In advertising, the most popular artist's medium is pen and ink.

Question 79

Sometimes referred to as the basic theme, the ________ is a consumer benefit statement that explains to the prospect what the product will do for them.

Question 80

One advantage to purchasing royalty-free ________ illustrations is that once you purchase the service, the art is yours to use as you see fit.