Question 1

Which of the following is a common criticism of TV commercials?

Accepted Answer

Many viewers feel that TV commercials are too focused on creativity and entertainment value, with flashy visuals and catchy slogans that overshadow the actual product or message being advertised.

Question 2

_____ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad.

Accepted Answer

Subheads are secondary headlines that appear in a smaller type size than the main headline but larger than the body copy.

Question 3

A print ad for Pluto Ultra golf balls used the headline "Do you ever wonder why John Bean can hit a golf ball so far?" This is an example of a(n):

Accepted Answer

The headline "Do you ever wonder why John Bean can hit a golf ball so far?" is an example of an indirect headline because it provokes curiosity and entices readers to learn more about how they too can hit a golf ball farther, which is the product benefit being advertised (Pluto Ultra golf balls).

Question 4

The _____ is considered the heart of a print ad but is often difficult to get readers to attend to.

Accepted Answer

The answer of The _____ is considered the heart of...

Question 5

_____ are the print ad components used to break up large amounts of copy and highlight key selling points.

Accepted Answer

Subheads are typically used to break up large amounts of copy in a print ad and provide emphasis to key selling points. Headlines are the primary attention-grabber in a print ad, while illustrations and layouts support the overall visual appeal of the ad. Story lines are not typically used in print ads.

Question 6

The written version of a television commercial that provides a detailed description of its video and audio content is known as a:

Accepted Answer

A script is the written version of a television commercial that details the dialogue, action, and scene descriptions for the video and audio content.

Question 7

A copywriter can determine how much space she has to work with and how much copy to write after seeing a print advertisement's:

Accepted Answer

The layout of an advertisement dictates how much space is available for the copywriter to work with and thus influences how much copy can be written. Trademarks, artwork, body copy, and illustrations may be part of the layout, but they do not necessarily determine the amount of space available for the copy.

Question 8

When deciding on the visual portion of a print ad, an advertiser must determine:

Accepted Answer

The visual portion of a print ad includes identification marks, such as logos or brand symbols, which help in brand recognition and recall.

Question 9

A print ad for Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n):

Accepted Answer

The headline "Maybe Eve was on to something" is not straightforward about identifying the product or service, but it provokes curiosity and lures readers into the body copy to learn more. This makes it an example of an indirect headline.

Question 10

What is the main portion of text in a print ad called?

Accepted Answer

The main portion of text in a print ad is called the body copy. It is the block of text that provides the main message or information about the product or service being advertised.

Question 11

The physical arrangement of the various parts of an ad, including headlines, subheads, illustrations, body copy, and identifying marks, is known as a(n):

Accepted Answer

The physical arrangement of the various parts of an advertisement is known as the layout. The other options are components of a layout: narration typically refers to the spoken or written description of an event or story, visual refers to any graphic or image used in an ad, body copy is the main text of the ad, and artwork is the visual component of an ad.

Question 12

During which stage of commercial production process do activities such as editing, recording of sound effects, audio/video mixing, and agency approval occur?

Accepted Answer

Postproduction is the stage of commercial production where editing, recording sound effects, audio/video mixing, and agency approval occur.

Question 13

_____ is an occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial.

Accepted Answer

"Needledrop" is the occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial. A jingle is a specific type of music created for advertising purposes, while voice-over refers to spoken commentary in a commercial, and stock photo is an image used in visual marketing. Beat music is a general term for various genres of electronic dance music.

Question 14

The audio portion of a commercial is often presented through the use of a(n):

Accepted Answer

The use of a voice-over is the most common way to present the audio portion of a commercial. It is a technique in which a professional voice actor narrates or speaks the message in the commercial. Other choices such as layout, illustration, headline, and storyboard are related to the visual portion of the commercial.

Question 15

_____ are catchy songs about a product or service that usually carry the advertising theme and a simple message.

Accepted Answer

Jingles are catchy songs that are used to advertise a product or service. They usually carry the advertising theme and a simple message.

Question 16

Underneath the headline, "Fully Loaded," in an ad for Brett shotguns was written "Our most comprehensive line of autoloading shotguns ever." This second statement was printed in a typeface larger than the body copy but smaller than the headline. The second statement in the ad is an example of a(n):

Accepted Answer

The second statement is an example of a subhead, which is a secondary headline that provides more information or clarification about the main headline.

Question 17

Which of the following questions should be used as a criterion when evaluating creative output?

Accepted Answer

The question of whether the creative output is truthful and tasteful is an essential criterion when evaluating creative output. The advertising and marketing industry has ethical and legal standards, and it is crucial to ensure that the creative output does not violate these standards. This criterion also ensures that the creative output does not offend or harm the target audience. The other options do not directly address the essential aspect of evaluating creative output.

Question 18

The use of an actor's voice for reading poetry in a series of automobile commercials is an example of a:

Accepted Answer

The use of an actor's voice for reading poetry in a series of automobile commercials is an example of a voiceover. A voiceover is a technique where an unseen narrator speaks over visuals, such as in a commercial or a movie. In this case, the actor's voice is used to deliver the message of the commercial.

Question 19

Once a script for a television commercial has been conceived, a writer and an art director collaborate to produce a _____, a series of drawings used to present the visual plan or layout of the commercial.

Accepted Answer

A storyboard is a series of drawings that presents the visual plan or layout of the commercial to be produced. It helps the production team to envision, plan and execute the commercial correctly, capturing the essence of the script.

Question 20

Which of the following statements describes a potential problem associated with indirect headlines in print ads?

Accepted Answer

Indirect headlines may not immediately grab the reader's attention and may not be provocative enough to encourage continued reading. As a result, readers may overlook the message and not engage with the ad.

Quiz 9: Creative Strategy: Implementation and Evaluation