Question 1

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

Accepted Answer

Each commercial should only have one big idea. You should use familiar sound effects. Always ask for the order/sale. People tend to forget shorter commercials. Sixty-spots are preferable. See My AD Campaign 11-E

Question 2

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.

Accepted Answer

The chef's organization is an independent, valued endorsement for Lay's chips.

Question 3

The most effective radio commercials should:

Accepted Answer

See My AD Campaign 11-E.

Question 4

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.

Accepted Answer

The announcer or spokesperson is a common method for creating a straight announcement.

Question 5

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

Accepted Answer

Taglines are also called slogans and themelines. The other purpose they serve is to provide continuity in a series of ads. Through continuous use, they become standard statements of product position.

Question 6

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.

Accepted Answer

The slice-of-life commercial is a dramatization of a real-life situation.

Question 7

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

Accepted Answer

The radio script contains two columns. On the left side are descriptions of any sound effects that will be used. The copy must be intrusive to get past the fact that radio is used so often as background noise. Time of day has nothing to do with whether someone listens to an ad. See Checklist Creating Effective Radio Commercials.

Question 8

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

Accepted Answer

Consumers often make the buying decision without reading all the body copy. The trial close gives them the opportunity to make the buying decision early.

Question 9

To be effective,television commercials should:

Accepted Answer

See My AD Campaign 11-F.

Question 10

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.

Accepted Answer

A presenter commercial uses one person to present the product and carry the sales message.

Question 11

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.

Accepted Answer

The slice-of-life commercial is a dramatization of a real-life situation.

Question 12

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.

Accepted Answer

A device copy makes use of figures and speech and word play.

Question 13

To be effective,television commercials should:

Accepted Answer

See My AD Campaign 11-F.

Question 14

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

Accepted Answer

When the storyboard is approved, it serves as a guide for the final production phase.

Question 15

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

Accepted Answer

The lead-in paragraph must be engaging and able to convert a prospect's reading interest to product interest.

Question 16

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?

Accepted Answer

The other purpose is to reduce an ad message strategy to a brief, repeatable, and memorable positioning statement.

Question 17

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

Accepted Answer

Slogans are also called themelines or taglines.

Question 18

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):

Accepted Answer

The close asks the reader to perform some action.

Question 19

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.

Accepted Answer

A straight announcement commercial uses one person to present the product and carry the sales message.

Question 20

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

Accepted Answer

The demonstration commercial helps viewers visualize how a product will perform for them.

Quiz 11: Creative Execution: Art and Copy

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

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.

The most effective radio commercials should:

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.

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

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.

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

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

To be effective,television commercials should:

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 _____ 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.

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.

To be effective,television commercials should:

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

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

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?

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

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