Deck 9: Creative Execution: Art and Copy

Question 1

An ad for Lay's Potato Chips reads,"Betcha can't eat just one." This is an example of a command headline.

Answer 1

False

Question 2

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

Answer 2

False

Question 3

A dummy is a rough,rapidly produced pencil sketch that is used for trying out ideas.

Answer 3

False

Question 4

Slogans serve as brief,repeatable positioning statements.

Question 5

The headline for Gore-Tex® Fabrics reads,"Keeps you warm and dry regardless of what falls out of the sky." The headline is best described as a benefit headline.

Question 6

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

Question 7

Research shows that readership increases considerably if an ad contains more than 50 words.

Question 8

The Progressive Insurance commercials that feature the character of Flo discussing the firm's insurance products are presenter commercials.

Question 9

The key to effective slice-of-life commercials is a catchy jingle.

Question 10

The comprehensive layout,or comp,is a highly refined facsimile of the finished ad.

Question 11

Many experts believe that headlines with 10 words or more gain greater readership,which explains why most headlines average 12 words in length.

Question 12

An ad for Gore-Tex® Fabrics that rhymes dry with sky is using dialogue.

Question 13

Ideally,headlines communicate the complete selling idea and engage the reader quickly.

Question 14

The best ads focus on one big idea.

Question 15

The kind of picture to be used in an ad is often determined during the conceptualization process.

Question 16

The visual in an advertisement should identify the brand and capture the reader's attention.

Question 17

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

Question 18

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

Question 19

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

Question 20

In most print ads,the headline corresponds to the credibility component of the creative pyramid.

Question 21

In the creative phase,the _____ uses thumbnails,roughs,and comprehensives (comps)to establish the ad's look and feel.

A) storyboard editor
B) graphic consultant
C) dummy
D) copy editor
E) designer

Question 22

Designing ads for digital media uses the identical skills required for advertising in print and broadcast media.

Question 23

The _____ is a highly refined facsimile of the finished ad.

A) dummy
B) photo-ready art
C) rough layout
D) thumbnail photo
E) comprehensive layout

Question 24

Copy for the comp is usually typeset on a computer and positioned with the visuals,and the ad is

A) printed as a full color proof.
B) more correctly called still-life.
C) less expensive to develop than thumbnails.
D) always in black and white.
E) a very small pencil sketch.

Question 25

Which of the following is least likely to be a characteristic of an effective headline?

A) engaging the reader slowly
B) explaining the visual in the ad
C) leading the reader into the body copy
D) attracting attention to the advertisement
E) presenting the complete selling idea to the reader

Question 26

Which of the following is a principle guiding how ads should be laid out?

A) No single element of the ad should dominate.
B) The ad should appear unusual and asymmetrical for eye appeal.
C) The space within the ad should be broken into asymmetrical units.
D) A directional pattern should be evident so readers know in what sequence to read.
E) There should be a force that holds the ad together and gives it interesting variation.

Question 27

Banner advertising is the dominant approach used in Internet advertising.

Question 28

Since 1999,GEICO Insurance ads feature a polite,demure gecko named Martin after the advertising agency that came up with him.In addition to being a play on the similar sound and look of the words "GEIKO" and "gecko," Martin is an example of the use of animation in advertising.

Question 29

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 pencil lines.

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

Question 30

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) title
C) picture caption
D) banner
E) block copy

Question 31

The storyboard is an approximation of the final commercial that helps the creative visualize the sequence of action.

Question 32

One of the five key recommendations for making successful viral video is to not be traditional.Messages that look like TV or print ads aren't shared on the Internet.

Question 33

How does the layout of an advertisement help ensure its success?

A) It creates new target markets.
B) It decodes the product's message.
C) It is an elaboration of the ad agency's vision.
D) It shows the size and placement of each element.
E) It provides a thumbnail sketch for the production crew.

Question 34

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 and quickly done.
C) Headlines and subheads are hand-lettered on a comp.
D) Comps present the handheld look and feel of a brochure.
E) The body copy on a comp is simulated by using pencil lines.

Question 35

Which term refers to an overall orderly arrangement of all the elements of an ad?

A) format
B) blueprint
C) draft
D) layout
E) outline

Question 36

How the art director chooses and structures the artistic elements of an ad is called the ad's

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

Question 37

Another name for the poster-style format is the

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

Question 38

Thumbnail sketches are best described as

A) small mock-ups of dummy point-of-purchase displays.
B) results of market tests for proposed ad campaigns.
C) rapidly produced pencil sketches used to try out ideas.
D) each individual frame in a storyboard.
E) mock-ups of comparable ads that competitors are using.

Question 39

How well the big idea is executed is often determined by the advertising visuals.Which of the following is likely to be the focus for a print ad visual?

A) product packaging
B) public relations value
C) the competition
D) product comparison
E) expert opinions

Question 40

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

A) a point-of-purchase display for Claritin allergy medication
B) a radio ad for Olive Garden restaurants
C) a television ad for Pepperidge Farms products
D) a magazine ad for Healthy Choice frozen meals
E) an interstate billboard for a local radio station

Question 41

GE uses "Imagination at Work" as its slogan.La-Z-Boy Incorporated uses the slogan "Comfort.It's what we do." Why do these companies most likely use slogans?

A) to use the marketing mix
B) to meet product standards
C) to create a euphemistic ad image
D) to provide continuity for an ad campaign
E) to provide quick recognition at the point of purchase

Question 42

When Crate & 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 43

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

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

Question 44

The _____ on Pepperidge Farm whole grain breads informs customers that the bread is certified to provide heart-healthy nutritional benefits by the American Heart Association,an independent organization.

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

Question 45

Which of the following statements about subheads is most likely true?

A) Subheads should appear in the same size font as the headline.
B) Subheads always appear 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 are longer and more like sentences than headlines.

Question 46

The bottom of an advertisement for Horizon brand organic milk asks readers to visit www.horizonorganic.com to learn more about why you should drink organic milk.This is an example of a(n)

A) direct close.
B) lead-in.
C) copy finale.
D) trial close.
E) indirect close.

Question 47

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

A) Narrative
B) Dialogue
C) Humorous
D) Device
E) Contrived

Question 48

_____ is a basic element in the construction of lengthy body copy.

A) Introduction
B) Trial close
C) Stimulus-response
D) Compelling visual
E) Tension

Question 49

Campbell's Soup uses the slogan or _____,"M'm! M'm! Good!".

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

Question 50

Sprite's headline reads,"Obey your thirst." Sprite used a(n)_____ headline.

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

Question 51

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

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

Question 52

British Petroleum (BP),a multinational oil corporation,is involved in drilling,processing,and creating products from oil.The company was also involved in a major oil spill in the Gulf of Mexico,after which it launched an ad campaign to extol the firm's virtues with copy such as,"We made two commitments: help the Gulf recover and become a safer company." In other words,BP used _____ copy in its print ads.

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

Question 53

In an ad for Tesla,_____ copy is most likely used because the ad explains how to charge the car from any outlet and how far the car can go on a full charge.

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

Question 54

Which statement about writing radio copy is most likely true?

A) Radio scripts resemble three-column lists.
B) The copy used in radio scripts must never be intrusive.
C) A 30-second ad should contain between 60 and 70 words.
D) A 60-second ad should contain between 175 and 200 words.
E) Sound effects are considered outdated and unprofessional in radio ads.

Question 55

An ad for Pûr water filters has a photo that shows a woman enjoying a glass of water from her Pûr 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) dialogue
D) device
E) straight-sell

Question 56

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

A) information
B) debatable
C) command
D) question
E) benefit

Question 57

A headline reads,"Everybody worries about the cost of fuel.Falcon airplane owners worry 20 to 60 percent less." The rest of the ad presents factual information about the fuel economy of Falcon airplanes.Which of the following has most likely been used in the Falcon ad?

A) institutional copy
B) picture-caption copy
C) straight-sell copy
D) dialogue copy
E) narrative copy

Question 58

The headline for Lay's Potato Chips reads,"Betcha can't eat just one." This headline is designed to be a(n)_____ headline.

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

Question 59

The headline for Pimsleur's language program reads,"Speak a foreign language in 30 days or your money back." This headline is not only a command headline,but it is also designed to be a(n)_____ headline.

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

Question 60

In a print ad,the _____ is a bridge between the headline and the sales ideas presented in the text.

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

Question 61

A television commercial shows Finishing Touch Hair Remover,an electric hair trimmer designed for "sensitive areas." The ad shows various women shaving their faces.This commercial is an example of a(n)_____ commercial.

A) demonstration
B) testimonial
C) lifestyle
D) straight announcement
E) animation

Question 62

The distinctive voice of the Aflac duck immediately reminds viewers that Aflac is there to help pay bills medical insurance will not cover,acting as a(n)

A) product reminder.
B) illustration tag.
C) mnemonic device.
D) visual reminder.
E) visual prod.

Question 63

Which of the following is not an electronic channel for sharing product-related opinions?

A) animatic
B) message board
C) Twitter account
D) YouTube video
E) Facebook page

Question 64

An animatic is best described as a

A) popular TV commercial shared through social media.
B) concept used exclusively in animated TV commercials.
C) finished, operational script for a television commercial.
D) large white sheet preprinted with a series of blank television screens.
E) film strip of the storyboard sketches accompanied by the audio part of a TV commercial.

Question 65

Effective television commercials should most likely

A) let the audio carry most of the weight.
B) avoid the use of demonstrations.
C) make the message complex.
D) focus on final impressions.
E) include lengthy audio copy.

Question 66

The primary purpose of a banner ad is to

A) facilitate the use of a firm's Facebook page by offering free product samples.
B) bring Internet users to a website other than the one they intended to visit.
C) ensure that website users are engaged with a firm's product or brand.
D) encourage Internet users to share entertaining messages with others.
E) achieve synergy by ensuring that artwork and headlines work together.

Question 67

What is most likely a characteristic of an effectively designed website?

A) a layout that matches scanning patterns
B) bold, black headlines to grab attention
C) a link to a firm's Facebook page
D) large icons to enhance interactivity
E) minimal photos to cause distraction

Question 68

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 dirty bathwater.

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

Question 69

Which of the following most likely promotes user engagement on a website?

A) brand equity
B) interactivity
C) banner ads
D) product reviews
E) privacy policies

Question 70

Which term refers to a highly influential group of heavy Internet users who frequently share their opinions about brands and products with others?

A) e-marketer
B) blogger
C) e-fluential
D) hacker
E) icon

Question 71

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

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

Question 72

Slice-of-life television commercials often incorporate _____,which are intended to assist the viewer's memory.

A) hidden perceptual benefits
B) problem/solution features
C) stimulus-response components
D) subliminal perception
E) mnemonic devices

Question 73

A SoBe Life Water ad features a model and hundreds of geckos.Since Geico,an insurance company,has made such good use of the gecko in its advertising,many viewers actually think the ad is for insurance instead of bottled water.In this case,the SoBe commercial acts as a _____ for Geico.

A) hidden perceptual benefit
B) problem/solution feature
C) stimulus-response component
D) subliminal perception
E) mnemonic device

Question 74

The most effective radio commercials should

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

Question 75

A commercial for Bailey's Irish Cream shows young sophisticates in a party-like atmosphere enjoying each other's company and drinking the liqueur.This commercial uses

A) animation.
B) a soft sell.
C) a lifestyle technique.
D) silent testimonials.
E) a narrative technique.

Question 76

The _____ commercial is the oldest and simplest type of television commercial to produce.

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

Question 77

The layout for the script of a television commercial is first seen as a _____,a series of frames or pictures that correspond to the commercial.

A) storyboard
B) mechanical
C) rough
D) dummy
E) comp

Question 78

In a(n)_____ commercial for Square Space,a representative for the podcaster Square Space explained how the company could help listeners "set your website apart" with an easy-to-use platform that allows small businesses to build their own websites.

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

Question 79

The work of the copywriter and the art director is always subject to approval.Describe the approval process.

Question 80

Stephanie Courtney plays Flo in Progressive Insurance's ads.She appears in a number of _____ commercials to talk to potential customers about the benefits of Progressive Insurance.

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