Deck 11: Executing the Creative

Question 1

The four main components of print copy are text, slogan, headline, and tagline.

Answer 1

False

Question 2

In very large print, centered at the top of the magazine page, is just the word "COAST." A short block of copy and photo complete the ad for Coast bar soap.This one-word headline is designed simply to identify the brand and reinforce brand-name recognition.

Answer 2

True

Question 3

The idea of audience is very different in digital and interactive media because people often seek out these ads rather than the other way around; and are more active, engaged, and direct in their response.

Answer 3

True

Question 4

The overall visual impact through illustration relies on three broad factors: size, color, and medium.

Question 5

The copy approval process usually begins with the advertiser's senior executives.

Question 6

A slogan is a short identifying phrase written for multiple forms of media.It is repeated in print and broadcast ads, through salespeople and promotional events, and on company websites.

Question 7

An ad for a microwave popcorn features the headline, "If you want a snack, have a wholesome snack." The purpose of this straightforward headline is to select the audience.

Question 8

In a print ad, the subhead serves basically the same purpose as the headline.

Question 9

A Volkswagen print ad shows the headline "Think Small," and a grayscale photo of the round little car in one corner of the ad, surrounded by lots of white space.The overall look and placement of the photo depicting the brand demonstrates the concept of illustration format.

Question 10

One reason why television is such an effective medium for ads is because there is an opportunity to present one message via video, and an entirely different message via audio.

Question 11

The straight-line approach for preparing body copy uses dialogue as if the spokesperson is having a one-sided conversation with the reader through the body copy.

Question 12

A man turns on a spigot, splashes hot water into a sink, squirts Joy liquid into a dishpan full of glassware, swirls a cloth around, and brings out sparkling glasses.He then begins talking with someone off-camera about how good the glasses will look for tonight's party and how great Joy works.The strong visual effect demonstrates that, on television, words do not stand alone.

Question 13

Formal balance creates a mood of seriousness or directness.Informal balance actually creates an imbalance; a sense of unease and discomfort, or the feeling that something has gone wrong.

Question 14

A subhead is normally in print smaller than the headline but larger than the body copy.

Question 15

In radio spots, the copy must dominate any musical pieces or jingles, otherwise the music can easily overwhelm the persuasive elements of these ads.

Question 16

The three primary visual elements of a print advertisement are illustration, design, and layout.

Question 17

Dialogue copy on radio may end up sounding dull and dry-just the background drone of normal conversation.To
alleviate this, many advertisers use humor as an attention-getting device.

Question 18

Though at one time the creative team consisted of an art director and a single copywriter, today it is composed of art directors, copywriters, media planners, and account planners.

Question 19

A radio commercial depicts two men jogging together.They joke about their aches and pains, and then agree on their need for Advil.This radio spot uses a testimonial format for its copy.

Question 20

A print ad for a new wooden floor cleaner shows before-and-after shots of a long hallway that has been cleaned and polished.This is an example of communicating product features or benefits through illustration.

Question 21

A script is a written version of the television commercial.It controls the flow, coordinates all audio and visual elements, and helps make decisions about location, cast, and schedule.

Question 22

An experienced artist is aware of the different functions of typefaces on a page.Therefore, she saves serif type for the headlines alone, and uses sans serif type for body copy as it is less tiring on the eyes.

Question 23

Shortly after an agency agrees to create a new campaign for a well-known instant coffee, a creative brief needs to be put together.A creative brief is important because it:

A)pulls together initial ideas for copy, visuals, media, and overall concept from various team members.
B)acts as the checkbook and the balance sheet to keep expenses on track.
C)gets the creative team started with a list of suggested ideas from the client.
D)is produced based on brainstorming by all agency and client staff involved in the campaign.

Question 24

Balance, proportion, order, unity, and emphasis are the basic principles of design.

Question 25

In television advertising, the visual is important only if it is the main feature, and not if it plays a supportive role.

Question 26

An agency is creating a new print ad for a whitening toothpaste.While thinking about the new layout, the art director begins by asking his staff for several comps just to see the placement of various elements, and to get an idea of the general presentation.

Question 27

Layout is the term used for the drawing or digital rendering of a proposed print ad that shows where all the elements will be positioned.It allows for various alternatives and options.

Question 28

Just like early TV commercials, early cyber ads merely imitated traditional formats and did not seem to understand the new medium, or the ways that the audience would approach this new technology.

Question 29

Before the day of the shoot; prelight, blocking, and other production factors are checked and adjusted to avoid additional expense during actual filming with on-camera talent.

Question 30

The last step in the preproduction stage of television advertising is the selection of location, sets, and cast.

Question 31

An advertiser and advertising agency are in the phase of approving the script and story board of the advertisement they plan on producing.In this instance, they are more likely to be in the copy approval stage.

Question 32

As a way to energize the creative process, firms are starting to use a technique called crowdsourcing by specifically encouraging customers to offer suggestions.

Question 33

An account planner:

A)is more likely to suggest the idea for the visuals.
B)comes up with the headline or tag line.
C)keeps the profile of the target consumer in the team's mind.
D)is responsible for the actual production and is usually in charge on the set.

Question 34

Each shoot has its own tempo and direction.Advertisers have to accept the pace and decisions made based on lighting, weather, and other factors that make TV production unlike an assembly line production process.

Question 35

A copywriter is just starting on a print ad for a new brand of dishwasher detergent.Which of the following is the first step in developing copy for print?

A)Sketching an overall view of the finished ad
B)Meeting with the creative director to brainstorm a list of exciting words to be included
C)Deciding how to use, or not use, the three main components of print copy
D)Writing a few rough headlines and possibly subheads

Question 36

A storyboard is a shot-by-shot sketch depicting, in sequence, the visual scenes and copy that will be used in an advertisement.

Question 37

An account planner is added to many creative teams to:

A)handle media placement in an increasingly sophisticated market.
B)gather research that gives the consumer a voice.
C)watch the bottom line and monitor spending of advertising dollars.
D)assist the account executive in connecting creative's to clients.

Question 38

After coming to an agreement on the scope and intent of the production, a producer is working with the the creative team and the advertiser to estimate an approximate total cost of production.In this stage, the budgeting need not be very detailed.

Question 39

Which of the following is the main challenges of the copywriter early in the campaign process?

A)Combining texts and visuals to create a unified whole
B)Writing lively and colorful words about products that are often dull and lifeless
C)Extracting meaning from massive amounts of analytical data, and market research
D)Creating the mood, tone, or humorous angle that gives the product real value

Question 40

Consumer generated content (CGC) is produced when the creative team is given lists of suggestions and ideas for promoting the product that have been submitted by the public through emails, letters, or focus group transcripts.

Question 41

Recent history and research suggest that copywriting for promotions in the evolving media of cyberspace:

A)involves styles, feelings, and demands similar to that of other media.
B)is often abstract and distant rather than user-directed and engaging.
C)has been influenced by its background in techno-speak.
D)tends to be static and unchanging.

Question 42

A subhead for a Michigan resort ad reads, "Michigan's Oldest Resort.In the Woods.On the Cliffs.At the Beach. Location, Location, Location.Best Location on the Lake for the Past 130 Years." This copy fulfills the basic job of
The subhead, which is to:

A)speak directly to readers with sound advice about the brand.
B)target a specific demographic group to consider the brand.
C)add key selling points about the brand.
D)promote a good feeling about the brand.

Question 43

An ad for concentrated frozen orange juice highlights the product using a combination of backlighting and low-angle shots to show the golden liquid being poured into the sparkling tumbler.Which of the following is depicted in this illustration?

A)The product set in a test situation
B)The brand seen in a social context
C)The brand portrayed as a hero
D)The product used by a typical consumer

Question 44

Probably the most straightforward illustration is one that:

A)attracts the target audience.
B)stimulates copy readership.
C)creates a mood.
D)communicates features or benefits.

Question 45

Which of the following is a negative effect of broadcast media on the copywriting process?

A)It actually has little difference in its effect.
B)It offers more opportunities for creative copy.
C)It provides unlimited options for visual elements but few for verbal elements.
D)It has inherent limitations on time and space.

Question 46

A radio spot for a local shoe chain begins with the lines, "You walk the dog.You jog the trail.You chase the bus. You go, go, go.You need new shoes." Which of the following guidelines for successful radio copywriting is used in
This ad?

A)Keep sentences short.Use common language.
B)Use attention-getting sounds.Stimulate the imagination.
C)Stimulate the imagination.Repeat the brand name.
D)Select the audience.Give news about the brand.

Question 47

Which of the following is a disadvantage of broadcast television advertising?

A)It involves longer writing to better communicate complex brand features.
B)It represents a timing challenge as the copy should be precisely coordinated with the visuals.
C)It allows a reader to dwell on the copy and process the information at a personalized rate.
D)It provides a copywriter time and space to to communicate details, complete with illustrations.

Question 48

Which of the following is a difference between interactive and noninteractive media?

A)Interactive media are less user-directed, while noninteractive media are more user directed.
B)In interactive media, audience has less incentive to read a copy; while in noninteractive media they have more incentive.
C)Most of interactive media copy is indirect response, while all noninteractive media is direct response.
D)In interactive media, audience is more likely to seek out the ads; while in noninteractive media, they are not.

Question 49

A young woman has just launched her own company to promote several unique but inexpensive kitchen gadgets. She wants to get her message out to TV audiences, but she does not have a large budget.Taking this into consideration, an agency will probably propose a television commercial that:

A)uses a testimonial approach.
B)has a series of vignettes.
C)features animation.
D)focuses on functional features.

Question 50

Which of the following is true of a body copy?

A)It consists of fewer words than the subhead.
B)It is the visual component of an advertisement.
C)It tells a complete story of a brand and reinforces the headline.
D)It is more likely to be read by people than the headline and subhead.

Question 51

A copywriter not only has to fulfill all the responsibilities of proper information inclusion based on creative platform and strategy decisions, but also has to:

A)carefully fit all the information within, between, and around the display.
B)sell the product and entertain the audience.
C)tell the same story with the audio and the video.
D)ensure that the consumer has a voice in the creative planning.

Question 52

Which of the following are the five standard techniques used in preparing body copy?

A)Celebrity, narrative, slogan, straight-line, and teaser
B)Social, multicultural, response, evaluative, and dialogue
C)Straight-line, dialogue, testimonial, narrative, and direct response
D)Testimonial, narrative, evaluative, developmental, and thumbnail

Question 53

A copywriter is deciding on the best approach for a magazine ad featuring a protein energy bar, and has narrowed down her options to two types-testimonial or dialogue.Which of the following is a major difference between a testimonial and a dialogue?

A)A testimonial approach is written by the spokesperson, while a dialogue approach is written by the copywriter.
B)A testimonial approach is one-sided, while a dialogue approach has two people conversing.
C)A testimonial approach uses the hard-sell method to push the product, while a dialogue approach uses the image method to create a social setting.
D)A testimonial approach emphasizes product benefits, while a dialogue approach emphasizes image.

Question 54

A breakfast cereal advertiser decides to create a print media advertisement instead of advertising on broadcast television.This is probably because the advertiser:

A)is not aiming to communicate detailed features of a product that is complex.
B)is keen on creating a mood and demonstrating brand values.
C)does not require time and space to advertise the product.
D)wants to allow readers to process the information at a personalized rate.

Question 55

The whole purpose of good body copy is to:

A)be clever, entertaining, or funny.
B)pull together the headline, subhead, and visuals.
C)give all the possible reasons to buy the brand.
D)tell a more complete story of the brand.

Question 56

Which of the following is necessary due to the fleeting impression that radio makes, particularly if the location of a business is included?

A)Music
B)Repetition
C)Imagination
D)Brevity

Question 57

Color is often effectively used in advertising illustrations to:

A)construct an axis.
B)create a mood.
C)prevent scrutiny of a product's functions.
D)get a universally recognized reaction.

Question 58

Which of the following refers to the term audio wallpaper?

A)The incorrect choice of broadcast media for the message to be delivered
B)The spoken or musical formats commonly used in broadcast ads
C)The use of radio as unobtrusive background or filler
D)The creative plan for TV or radio that lacks any real creative thought

Question 59

Although, it may possess other positive aspects, a headline does no good unless it:

A)makes a strong emotional appeal.
B)conveys information not included in the body copy.
C)restates the ideas found in the visuals.
D)motivates readers to move on to the rest of the ad.

Question 60

An advertisement for a Michigan resort features the headline, "Endless Coast.Endless Sand.Endless Sunset. Endless Time.Lighthouse Harbor Lodge." The primary purpose of this headline is to:

A)identify the brand.
B)establish a tone or emotion.
C)select the audience.
D)give advice to the reader.

Question 61

When analyzing the various elements of type, the refers to the size of the type in height.

A)typeface
B)font
C)point
D)serif

Question 62

Scenario 11-1
After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010.The slogan read, "Drive a Toyota.You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years.The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal.And keeps it there," and "Toyota.The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.
(Andy Borowitz, "Toyota Unveils New Slogan: 'Drive a Toyota.You'll Never Stop'." The Huffington Post, February 6, 2010.)
(Scenario 11-1) To create ads featuring the new company slogan, Toyota assembles a creative team of individuals who will focus solely on designing the new advertisements.Toyota realizes that it will need to have a strong Internet and social media presence.In order to effectively utilize these outlets, Toyota should consider hiring a(n):

A)production coordinator.
B)media planner.
C)advertising guru.
D)copywriter.

Question 63

The best guideline for working with both audio and visual elements during the production of a television spot is to:

A)emphasize the visual but reinforce it with the audio.
B)avoid use of the audio when showing a key visual.
C)let the audio tell the full brand story.
D)allow the visual to establish the tone and the audio to sell the benefits.

Question 64

In which of the following orders does an ad layout typically progress through standard stages during its development?

A)Rough draft, comp, thumbnail, final mechanical
B)Thumbnail, rough layout, comp, final digital
C)Mechanical, rough draft, thumbnail, final comp
D)Thumbnail, illustration layout, rough layout, final mechanical

Question 65

Which of the following terms identifies the visual line, real or imagined, that runs through an ad and organizes all elements?

A)Serif
B)Axis
C)Thumbnail
D)Gaze motion

Question 66

Which of the following elements of advertising involves the structure itself and the plan behind the structure?

A)Layout
B)Design
C)Copy
D)Illustration

Question 67

A person picks up a magazine and flips through the pages, stopping at a full-page ad.Which of the following is a tendency of eye movement that occurs when a person views a print advertisement?

A)From light to dark
B)From right to left
C)From white to color
D)From small to large

Question 68

Art production for advertising to appear in cyberspace-particularly those composed of headline, body copy, and illustration-most closely resembles production of advertising for .

A)radio
B)television
C)packaging
D)print

Question 69

Which of the following is true of the production stage of television advertising process?

A)It can include some final preparations such as lighting checks and rehearsals.
B)It involves creating the shot-by-shot sketch depicting the visual scenes that will be used in an advertisement.
C)It is that stage at which the advertiser estimates the cost of the shoot and required paraphernalia.
D)It mostly involves the assessment of directors and music suppliers to be chosen for the shooting.

Question 70

Unlike print ads, websites:

A)have a very limited reach.
B)use just written words.
C)change almost instantly.
D)appeal to the older generation.

Question 71

A television commercial for a high-speed mountain bike is in the middle of production.Who among the following would be responsible for handling the script, interpreting the storyboard, managing the talent; and dealing with the cameras, lighting, and set?

A)The director
B)The producer
C)The media planner
D)The account executive

Question 72

Which of the following is considered the most crucial design element that brings harmony to all components on the page?

A)Order
B)Unity
C)Balance
D)Color

Question 73

The most important function in the first few seconds of a television commercial is to:

A)stress the audio-then the viewer will follow up with the visual.
B)get the name out-so the viewer can establish recall at the outset.
C)establish the benefit-otherwise the viewer will quickly lose interest.
D)get attention-grab the viewer immediately or the spot will probably fail.

Question 74

can save a lot of time on a shoot day when many more costly personnel are on the set.

A)Prelighting
B)Budgeting
C)Blocking
D)Scripting

Question 75

A print ad being developed for a women's clothing line shows the headline font, the images, and the actual body copy to allow the client to imagine the ad and give approval.This is known as a .

A)thumbnail
B)comp
C)sans serif layout
D)rough layout

Question 76

Type fonts are seen in basic typeface groups, all with different personalities.

A)two
B)four
C)six
D)eight

Question 77

The principles of design suggest that:

A)there should be a unifying force within the ad.
B)the components within an advertisement should be ambiguous.
C)all elements of the ad should be equally emphasized.
D)it should be formally imbalanced.

Question 78

Scenario 11-1
After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010.The slogan read, "Drive a Toyota.You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years.The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal.And keeps it there," and "Toyota.The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.
(Andy Borowitz, "Toyota Unveils New Slogan: 'Drive a Toyota.You'll Never Stop'." The Huffington Post, February 6, 2010.)
(Scenario 11-1) To create successful advertisements for interactive media, Toyota must understand the difference between interactive media and traditional one-way media.Which of the following implications is true of interactive media?

A)The audience of interactive media often seek ads and IBP material online, rather than through traditional media.
B)Forms of interactive media have lower rates of recall than forms of traditional media.
C)Copy writing of interactive media is of higher quality than that of traditional media.
D)There is often less incentive to read interactive forms of media than traditional print media.

Question 79

Scenario 11-1
After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010.The slogan read, "Drive a Toyota.You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years.The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal.And keeps it there," and "Toyota.The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.
(Andy Borowitz, "Toyota Unveils New Slogan: 'Drive a Toyota.You'll Never Stop'." The Huffington Post, February 6, 2010.)
(Scenario 11-1) Toyota is designing its print media advertisements.It decides to use the least complex copy technique to highlight the urgency of acting immediately.Which of the following copy techniques is it more likely to have chosen?

A)Direct response copy
B)Narrative
C)Dialogue
D)Straight-line copy

Question 80

The director may want to work with the on camera talent along with the camera operators to practice the positioning and movement planned for the ad.This work is known as .

A)shooting
B)packing-up
C)blocking
D)placing