Deck 11: Creative Execution: Art and Copy

Question 1

All that appears on a typical radio script is the ad dialogue.

Answer 1

False
Explanation: The typical radio script also shows the sound effects to be used in the commercial.

Question 2

Unlike print ads,broadcast commercials do not use a format or layout.

Answer 2

False
Explanation: Similar to print advertising, the format for a broadcast ad serves as a template for arranging message elements into a pattern.

Question 3

An ad for Asian Sensations' newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.

Answer 3

False
Explanation: The ad is using a device copy. Device copy uses figures of speech (such as puns, alliteration, assonance, and rhymes)as well as humor and exaggeration.

Question 4

Writing for radio requires clearer copywriting than writing done for any other media.

Question 5

Research shows that readership increases considerably if ads contain more than 50 words.

Question 6

Printers often refer to pasteups and mechanicals as camera-ready art.

Question 7

The biggest challenge in approval is keeping approvers from corrupting the style of the ad.

Question 8

The headline for an ad for Aetna Insurance,"Choose a hospital based on information,not just location" is an example of a benefit headline.

Question 9

Another name for the poster-style format is the storyboard layout.

Question 10

Once the best ad design is chosen,the layout serves as a blueprint.

Question 11

The Snuggle bear appears as the spokesperson in the demonstration commercial format used by Snuggle fabric softener.

Question 12

The headline for an ad for HP LaserJet printers,"It's Amazing What a Lack of Space and Money Can Do for Your Business" is an example of an informational headline.

Question 13

Slogans serve as brief,repeatable positioning statements.

Question 14

In terms of the roles of the advertising artists,the roles played by photographers and illustrators are very different.

Question 15

When designing the initial ad layout,the creative team must be very sensitive to the desired image of the product or business.

Question 16

The key to effective slice-of-life commercials is to focus on multiple product benefit and complexity.

Question 17

The kind of illustration that will be used in an ad is often determined during the conceptualization process.

Question 18

Many experts believe that headlines with ten words or more gain greater readership.

Question 19

The Mucinex cold remedy commercials that feature the walking and talking Mucus is an example of a dramatized commercial.

Question 20

The headline for Fresh Step cat litter,"Step into a fresher house" is an example of a benefit headline.

Question 21

National flags are nonverbal signals that stir patriotic emotions,thoughts,and actions.

Question 22

_____ are small,very rough,rapidly produced drawings used to try out ideas during the conceptual phase of the design process.

A) Dummies
B) Pasteups
C) Roughs
D) Thumbnail sketches
E) Mechanicals

Question 23

People tend to read every word on a Web site so it is important that the writing be effective.

Question 24

The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.

A) the storyboard editor
B) the graphic consultant
C) the graphic designer
D) the copy editor
E) the production artist

Question 25

Advertisers working in global markets must pretest art and design concepts with the natives of each country.

Question 26

Which of the following is NOT a standard subject used by print ads for ad visuals?

A) Public relations
B) The package itself
C) Negative appeal
D) Product comparison
E) Testimonials

Question 27

A(n)_____ is an overall orderly arrangement of all the format elements of a print ad.

A) copy
B) slogan
C) ad draft
D) layout
E) outline

Question 28

Which of the following statements about comprehensive layouts or comps is true?

A) At the comp stage, all visuals are in final form.
B) Comps are generally simplistic.
C) The headlines and subheads are hand-lettered on a comp.
D) Comps present the handheld look and feel of brochures, multipage materials, or point-of-purchase displays.
E) The body copy on a comp is simulated by using pencil lines.

Question 29

For which of the following projects would an ad agency be most likely to develop a dummy?

A) A point-of-purchase display for Pillsbury bake-and-eat cookies.
B) A radio ad for a landscaping company.
C) A television ad for State Farm insurance.
D) A magazine ad for Herbal Essence shampoo.
E) An interstate billboard for a GMC dealership.

Question 30

One purpose of the ad layout is to:

A) indicate budgetary requirements.
B) serve as an ad blueprint.
C) decode the message.
D) create a needs hierarchy.
E) to posttest the ad.

Question 31

In the _____,which is drawn to the size of the actual advertisement,the headlines and subheads are lettered in,the intended illustrations and photographs are sketched in,and the body copy is simulated by using lines.

A) mock-up
B) thumbnail sketch
C) dummy
D) rough
E) draft copy

Question 32

Which of the following is NOT a reason to use visuals in print ads?

A) To identify the subject of the ad.
B) To disintegrate the continuity of the ad campaign.
C) To capture the reader's attention.
D) To help convince the reader of the truth of copy claims.
E) To create a favorable impression of the product or advertiser.

Question 33

When designing ads for use in other countries,the art director must be familiar with each country's artistic preferences and peculiarities.

Question 34

After conceptualization,the primary responsibility of the art director is to:

A) supervise the ad's progress to completion.
B) prepare possible visuals for the ad.
C) write the body copy and the headline(s).
D) introduce creativity to a prosaic process.
E) organize the various elements of an ad into a proposed layout.

Question 35

Another name for the poster-style format is the:

A) thumbnail sketch.
B) pasteup.
C) camera-ready copy.
D) picture-window layout.
E) comprehensive layout.

Question 36

Mechanicals are:

A) generally created on computers.
B) more correctly called still-life.
C) less expensive to develop than comps.
D) always in black and white.
E) referred to as camera ready art by printers.

Question 37

In a _____,the artist draws to the actual size of the ad.

A) thumbnail
B) mechanical
C) creative brief
D) rough layout
E) comprehensive layout

Question 38

An icon,a visual image representing some idea or thing,can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

Question 39

According to the principles guiding how ads should be laid out:

A) all elements in the ad should have equal importance to the final communications.
B) the ad should appear unbalanced to create eye appeal.
C) the space within the ad should be broken into asymmetrical units.
D) a directional pattern should be evident so that readers know in what sequence to read.
E) the ad should be broken into clear unrelated sections.

Question 40

The way the director and the graphic artists conceptually choose and structure the artistic elements of an ad is called the ad's:

A) slogan.
B) style.
C) design.
D) copy.
E) art composition.

Question 41

A _____ copy depends on wordplays,humor,poetry,rhymes,great exaggeration,gags,and other tricks.

A) narrative
B) comical
C) humorous
D) device
E) contrived

Question 42

In an ad for the Cuisinart Griddler,for cooking on kitchen countertops,a(n)_____ copy is used,which explains how to use the Griddler and why it is a superior innovation to all other similar products currently on the market.

A) straight-sell
B) market-oriented
C) sales-oriented
D) institutional
E) picture-caption

Question 43

A _____ is the term for the words in the leading position of an advertisement.These words are usually in larger type than the rest of the ad.

A) headline
B) signature
C) picture caption
D) slogan
E) block copy

Question 44

A company that wanted to use an emotional appeal to consumers would most likely use a(n)_____ copy.

A) narrative
B) institutional
C) dialog/monolog
D) device
E) slice-of-life

Question 45

The ad for L'Oreal RevitaLift cream has a(n)_____ headline that reads,"Dramatically lifts and retightens skin immediately."

A) informative
B) provocative
C) command
D) question
E) benefit

Question 46

A full-page ad for BR111,a company that manufactures exotic hardwood flooring,shows an elegantly dressed woman admiring her beautiful new wood floor.The only copy on the page is the company's logo and its Web address.This is an example of a(n)_____ copy.

A) institutional
B) picture-caption
C) dialog/monolog
D) device
E) straight-sell

Question 47

The additional smaller headline that generally appears below the main headline is called a(n):

A) affirmation.
B) directive.
C) subhead.
D) byline.
E) caption.

Question 48

Which of the following statements about subheads is true?

A) Subheads should appear in the same size font as the headline.
B) Subheads appear only below the headlines.
C) A subhead that appears above the headline is called a reconnaissance.
D) Subheads should contain facts even more dramatic than the headline.
E) Subheads act as stepping stones between the body copy and the headline.

Question 49

The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."

A) news/information
B) provocative
C) command
D) question
E) benefit

Question 50

The headline for a product design company reads,"What do Acenti lighting controls,the Motorola RAZR,and Apple iPod have in common?" This headline is not only a provocative headline,but it is also an example of a(n)_____ headline.

A) informative
B) question
C) command
D) imperative
E) benefit

Question 51

Brighton is a purse manufacturer that developed a line of red heart-shaped purses to sell on Valentine's Day.The headline of the ad in which the purses were introduced read,"Share your heart!" Brighton used a(n)_____ headline.

A) question
B) curiosity
C) benefit
D) testimonial
E) command

Question 52

The ad's headline reads,"This allergy season,help prevent congestion before it begins,with Nasonex." The allergy medication Nasonex uses a(n)_____ headline.

A) provocative
B) declarative
C) benefit
D) news/information
E) interrogative

Question 53

An ad for Samsung monitors shows five different monitors,the largest monitor is the one made by Samsung.The _____ headline reads,"Which display are you?"

A) informative
B) provocative
C) command
D) question
E) benefit

Question 54

Dawn dishwashing detergent ran an ad in which the detergent was praised by wildlife experts who encouraged readers to join dawnsaveswildlife.com to learn how individuals can save the environment.The ad in this campaign used a(n)_____ copy that did not sell the product but rather explained how the manufacturer helped the environment.

A) business
B) service
C) anecdotal
D) institutional
E) regulated

Question 55

The headline for the Land O'Lakes butter ad reads,"What if you could taste sunshine?" This headline is not only a question headline,but it is also designed to be a(n)_____ headline.

A) informative
B) provocative
C) command
D) imperative
E) benefit

Question 56

To write an effective copy,a copywriter must:

A) use long, convoluted sentences to maintain interest.
B) use punctuation whenever possible.
C) avoid the use of contractions.
D) use vivid language.
E) never use personal pronouns.

Question 57

An ad for PUR water filters has a photo which shows a woman enjoying a glass of water from her PUR water filter while her dog is on the counter gnawing on a freshly cooked turkey.The _____ copy under the picture begins with the following statement: "The only thing you'll notice is how great it tastes."

A) institutional
B) picture-caption
C) dialog/monolog
D) device
E) straight-sell

Question 58

The Delta faucet ad for its line of Victorian bathroom fixtures used a(n)_____ headline which advised consumers to "Get a vintage look without setting foot in an antique store."

A) informative
B) subjective
C) command
D) question
E) objective

Question 59

When Crate and Barrel began carrying a line of cookware created specifically for the retailer by well-known designer Michael Graves,its ads used the following _____ headline: "Can a great designer make a great cook?"

A) informative
B) question
C) command
D) imperative
E) benefit

Question 60

The headline reads,"Equine Nutrition Take Hoof Care to a New Pinnacle," and the _____ copy explains what the product does and how it does it to improve equine health.

A) institutional
B) picture-caption
C) dialog/monolog
D) device
E) straight-sell

Question 61

Which of the following is an important guideline for creating effective radio commercials?

A) Mention the advertiser's name early and often.
B) Use several big ideas.
C) Use unusual sound effects to break through ad clutter.
D) Avoid asking directly for the order/sale.
E) The shorter the commercial, the more effective it is.

Question 62

The _____ on Lay's potato chips informs customers that the chips received the "Best Taste Award" among leading classic-style potato chips by professional chefs of the American Culinary ChefsBest.

A) logo
B) sig cut
C) themeline
D) seal
E) tagline

Question 63

The most effective radio commercials should:

A) use familiar sound effects.
B) mention the advertisers only once.
C) avoid asking for the order.
D) use more adjectives than verbs.
E) act as if radio is an international medium.

Question 64

Many of the cable TV commercials used for promoting debt consolidation plans use a spokesperson to communicate the sales message.Because they are quick and simple to produce,these _____ commercials are popular ways to reach the companies' target audience.

A) dialog
B) testimonial
C) narrative
D) straight announcement
E) standard-sell

Question 65

Each advertising message sent by Delta contains the _____,"Good goes around," which is designed to serve as a memorable positioning statement.

A) logo
B) tagline
C) trademark
D) masthead
E) signature cut

Question 66

The product was a recipe organizer.The agency designed a _____ commercial that identified the problem of trying to find a recipe when it is time to cook the meal.Realistically,it showed every kind of kitchen confusion,then serenity reigning once the recipe organizer was in place.

A) straight presentation
B) benefit
C) slice-of-life
D) narrative
E) straight-sell

Question 67

Which of the following statements about developing a copy for radio advertising is true?

A) The radio scripts given to the announcers do not contain information about any sound effects that might be used in the ad.
B) The copy used in radio scripts must never be intrusive.
C) One of the most challenging aspects of writing for broadcast media is making the script fit the time slot.
D) The primary determinant of whether an individual actually listens to radio copy is the time of day the ad is run.
E) One of the most challenging aspects of writing for comic commercials for broadcast media is making every word count without being outrageous.

Question 68

Which of the following is a basic element in the construction of a body copy?

A) Introduction
B) Trial close
C) A stimulus-response component
D) A visual
E) Painting

Question 69

To be effective,television commercials should:

A) let the audio carry most of the weight.
B) avoid the use of demonstrations.
C) make the message complex.
D) begin at the finish.
E) let the pictures speak for themselves.

Question 70

John Slack is a noted equestrian and a World Champion rider.He appeared in a _____ commercial to tell other horse lovers about the Purina Mills Equine Education Series,which provides advice on your horse's care and training.

A) straight-sell
B) testimonial
C) slice-of-life
D) presenter
E) demonstration

Question 71

A _____ commercial for the Pentax waterproof point'-n-shoot digital camera showed how the camera survived when a toddler grabbed the camera and dropped it into her grungy bathwater.

A) straight presentation
B) slice-of-life
C) benefit
D) narrative
E) straight-sell

Question 72

The copy in the ad for La Coruna brand oven,uses exaggeration and word play to explain that for all their culinary masters,there is still one thing the French cannot make in the kitchen and that is a compromise.This copy would be classified as a _____ copy.

A) narrative
B) comical
C) humorous
D) device
E) hyperbolic

Question 73

To be effective,television commercials should:

A) build depth and complexity.
B) avoid using dramatic demonstrations.
C) create an attention-getting opening.
D) not contain a discernible close.
E) use ad talk.

Question 74

The art director creates the _____ to present the artistic approach,the action sequences,and the style of the commercial.

A) casting brief
B) storyboard roughs
C) the visualization board
D) the conceptualization board
E) the preproduction board

Question 75

In an advertisement in print media,the _____ is a bridge between the headline,the subheads,and the sales ideas presented in the text.

A) kicker line
B) trial close
C) reconnaissance
D) lead-in paragraph
E) presentation paragraph

Question 76

GE uses "Imagination at Work" as its slogan.The McGraw-Hill Companies use the slogan "Keeping the world up to speed." Why do these international companies find it necessary to use slogans?

A) To prevent ad obfuscation.
B) To ensure the achievement of the advertiser's marketing objectives.
C) To create a euphemistic image.
D) To provide continuity for an ad campaign.
E) To meet standards established by the organizations.

Question 77

Oneida,the manufacturers of fine eating utensils,uses the slogan or _____,"Bring life to the table."

A) tagline
B) logo
C) trademark
D) masthead
E) signature cut

Question 78

The bottom of an advertisement for Sure Fit slipcovers reads,"Call 1-800-517-0317 or visit http://www.surefit.com to receive a free catalog." This is an example of a(n):

A) close.
B) sales culminator.
C) copy finale.
D) device for reply.
E) offer for provoking action.

Question 79

A(n)_____ commercial for an electronic home security system showed a family's home being robbed while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.

A) demonstration
B) testimonial
C) slice-of-life
D) animated
E) straight announcement

Question 80

A television commercial,which shows how easily the Clorox Bleach Pen removes grass stains from soccer uniforms,is an example of a(n)_____ commercial.

A) demonstration
B) testimonial
C) lifestyle
D) straight announcement
E) straight-sell