Question 1

Radio commercial production is unique in that the copywriter is relatively free to plan nearly all aspects of the ad, and beyond an assigned producer, other agency personnel are not involved.

Accepted Answer

The statement is true, as radio commercial production typically involves only the copywriter and producer, with little involvement from other agency personnel.

Question 2

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.

Accepted Answer

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

Question 3

An art designer realizes that she can strengthen the unity of her magazine ad in two ways-either by using three points to promote gaze motion, or by using two points reflected on opposite sides of the page.

Accepted Answer

Using three points to promote gaze motion and using two points reflected on opposite sides of the page are both effective ways to strengthen the unity of a magazine ad.

Question 4

What is one of the main challenges of the copywriter early in the campaign process?

Accepted Answer

Extracting meaning from massive amounts of analytical data, product technology information, and market research is one of the main challenges of the copywriter early in the campaign process.

Question 5

Even with the best intentions and predictions, a "reasonable" production timetable for a television commercial is rarely achieved, but instead is often compromised.

Accepted Answer

It is common for production timetables for TV commercials to face unexpected hurdles and delays, leading to compromises in the original timetable.

Question 6

An agency decides to use a well-known radio announcer to avoid having to write a tightly scripted ad.The best choice would be the most loosely structured option for a radio commercial, one that allows an announcer to ad-lib, called a live script radio ad.

Accepted Answer

The answer of An agency decides to use a well-known...

Question 7

A shoot has its own tempo and direction.Smart advertisers learn to accept the pace and the decisions made based on lighting, weather, and other factors that make TV production so unlike an assembly line.

Accepted Answer

The statement is true as the tempo and direction of a shoot are influenced by factors such as lighting and weather, making TV production different from an assembly line. Smart advertisers learn to accept these factors and work with them.

Question 8

The creative concept can be thought of as the

Accepted Answer

The creative concept guides the execution of the creative campaign effort and provides the roadmap and direction for the campaign's messaging and visuals. It is a strategic approach to communicate a message to the target audience. A creative concept is not just a list of ideas, but a cohesive plan that ensures consistency and effectiveness. Therefore, option C is the best choice.

Question 9

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.

Accepted Answer

This statement is true. Preparing and adjusting production factors before the actual filming day can save time and money during filming with on-camera talent.

Question 10

A copywriter is creating a 30-second radio ad with no music or sound effects.This means that he can write about 120 to 125 words, based on an average word count for airtime.

Accepted Answer

A 30-second radio ad typically contains about 70 to 75 words, as the average speaking rate is around 150 words per minute.

Question 11

In many ways, television was simply made for advertising-it is everywhere.But because of that presence, it often acts as mere background and tends to be ignored.

Accepted Answer

Television is often filled with ads and commercials, making it a lucrative platform for advertising. However, due to the overwhelming amount of ads, viewers tend to ignore them and see them as background noise.

Question 12

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

Accepted Answer

The first step in developing copy for print is to decide how to use, or not use, the three main components of print copy: headlines, subheads, and body copy. This helps in structuring the ad effectively.

Question 13

As in 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.

Accepted Answer

This statement is true. Early cyber ads were often just adaptations of traditional print or television ads and did not effectively utilize the unique features of the internet and digital media.

Question 14

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

Accepted Answer

The answer of An agency is creating a new print...

Question 15

An experienced artist is aware of the different functions of typefaces on the page.That's why she saves serif type for headlines only, and uses sans serif type for body copy, since the eyes can read it for long stretches without tiring.

Accepted Answer

Serif typefaces are typically used for body copy because their small lines or strokes at the ends of letters help guide the reader's eye, making them easier to read for long stretches. Sans serif typefaces are often used for headlines.

Question 16

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, allowing for various alternatives and options.

Accepted Answer

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

Question 17

Shortly after your agency agrees to create a new campaign for a well-known instant coffee, a creative brief needs to be put together.Why is a creative brief so important?

Accepted Answer

A creative brief is important because it serves as a roadmap for the creative team. It brings together initial ideas from various team members and provides direction for the campaign concept, copy, visuals, and media. It ensures that the campaign is on track and delivers on the client's objectives. It helps to avoid misunderstandings and ensures that everyone is working towards the same goal. The creative brief is not a financial document, and while it may include suggestions from the client, it is not solely based on client input.

Question 18

An account planner has been added to many creative teams to

Accepted Answer

An account planner's primary role is to conduct research and gather insights about the target audience or consumer. This information is then used to guide the creative process and ensure that the resulting campaigns resonate with and effectively communicate to the intended audience. The account planner acts as the voice of the consumer within the creative team, advocating for their needs and preferences.

Question 19

In a unique twist, some contemporary companies now ask customers for their advertising ideas and suggestions.This crowdsourcing is a dynamic way to energize the creative process and allow consumers to show that they "get" the brand.

Accepted Answer

Crowdsourcing for advertising ideas and suggestions is a real strategy used by some companies to involve consumers in the creative process and show their understanding of the brand.

Question 20

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.

Accepted Answer

Consumer Generated Content (CGC) is created by the consumers or users themselves, not by a company's creative team using public suggestions. CGC includes reviews, social media posts, blogs, and videos created by users about a product or service, without direct input or requests from the company.

Quiz 11: Executing the Creative