Question 1

Another name for the poster-style format is the:

Accepted Answer

The thumbnail sketch is a very small sketch of the layout.The paste-up is a piece of white art board on which mechanicals are overlaid.The paste-up is also called camera-ready copy.

Question 2

Selecting the focus of an advertising visual is an important step in the creative process.Which of the following is LEAST likely to be the focus for an ad visual?

Accepted Answer

The package helps the buyer find the package on the grocery shelf.Sometimes the visual points out what happens if you do not use the product.Product comparison is the premise of comparative advertising.Before and after testimonials are commonly used as visuals.

Question 3

What are the two columns in a TV script?

Accepted Answer

The answer of What are the two columns in a...

Question 4

Gevalia makes an expensive brand of coffee.What advertising term would you use to describe Gevalia's collect call number,which is 1-800-GEVALIA?

Accepted Answer

The answer of Gevalia makes an expensive brand of coffee.What...

Question 5

After conceptualization,the primary responsibility of the art director is to:

Accepted Answer

Art directors are responsible for the visual presentation of the ad.Along with a copywriter,they develop the initial concept.They may do initial sketches or layouts,but after that they may not touch the ad again.Their primary responsibility is to supervise the ad's progress to completion.(Refer to The Role of the Advertising Artist [9-A]).

Question 6

Thumbnail sketches:

Accepted Answer

The thumbnail is a very small,rough,rapidly produced drawing that the artist uses to visualize layout approaches without wasting time on details.

Question 7

An effective headline should:

Accepted Answer

Ideally,headlines communicate the complete selling idea.

Question 8

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

Accepted Answer

Once the best design is chosen,the layout serves as a blueprint which shows the size and placement of each element.

Question 9

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.

Accepted Answer

The headline contains the words in the leading position in the advertisement-the words that will be read first and are situated to draw the most attention.That is why headlines usually appear in larger type than other parts of the ad.

Question 10

A(n)_____ is an overall orderly arrangement of all the format elements of a print ad.

Accepted Answer

Once the best design is chosen,the layout serves as a blueprint which shows the size and placement of each element.

Question 11

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.

Accepted Answer

A rough is a pencil sketch of a proposed design or layout.

Question 12

What are the four basic format elements used to construct long ad copy?

Accepted Answer

The answer of What are the four basic format elements...

Question 13

How the director and the graphic artists (or graphic designer)conceptually choose and structure the artistic elements of an ad is called the ad's:

Accepted Answer

The term design refers to how the art director,graphic artist,or graphic designer chooses and structures the artistic elements of an ad.

Question 14

Which of the following statements about comprehensive layouts or comps is true?

Accepted Answer

Comps are elaborate.The comp is a full-color proof of the ad.Alternative D describes a dummy.

Question 15

According to the principles guiding how ads should be laid out?

Accepted Answer

One element of the ad should have enough emphasis to dominate the ad.The design should be balanced.The space within the ad should be broken up into pleasing proportions.

Question 16

For which of the following projects would an ad agency be MOST likely to develop a dummy?

Accepted Answer

A dummy presents the handheld look and feel of brochures,multi page materials or point-of-purchase displays.

Question 17

Taco Bell fast-food restaurants introduced its new menu "to keep your wallet and your stomach full." The ads featured people exiting Taco Bell and proclaiming,"I'm full!" What type of a television commercial is this an example of?

Accepted Answer

The answer of Taco Bell fast-food restaurants introduced its new...

Question 18

The ad for Freschetta frozen pizza asks,"What's it like to be rolling in dough?" Which copy technique was the ad's copywriter using?

Accepted Answer

The answer of The ad for Freschetta frozen pizza asks,"What's...

Question 19

Traditional mechanicals are:

Accepted Answer

A very few advertisers still make traditional mechanicals,where type and line art are pasted in place on a piece of white art board (called a paste-up).

Question 20

The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.

Accepted Answer

Production (or pasteup)artists assemble the various elements of an ad and put them together the way the art director or designer indicates.Good production artists are fast,precise,and knowledgeable about the whole production process (Refer to The Role of the Advertising Artist [9-A]).

Quiz 9: Creative Execution: Art and Copy