Question 1

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 2

The _____ commercial is the oldest and simplest type of television commercial to produce.

Accepted Answer

The oldest and simplest type of radio or TV commercial and probably the easiest to write is the straight announcement.

Question 3

An animatic is:

Accepted Answer

An animatic may be shot-a film strip of the sketches in the storyboard accompanied by the audio portion of the commercial synchronized on tape.

Question 4

During the 2008 Super Bowl,SoBe ran a commercial for its SoBe Life Water,a new product.The ad featured a model and hundreds of geckos.Because Geico has made such good use of the gecko in its advertising,many viewers actually thought the ad was for insurance instead of a new drink.In this case,the SoBe commercial acted as a _____ for the insurance provider.

Accepted Answer

Slice-of-life television commercials often incorporate a mnemonic device,which is defined as a device,often a gimmick,used to assist the viewer's memory.

Question 5

A commercial for Bailey's Irish Cream shows young sophisticates in a party-like atmosphere enjoying each other's company and drinking the liqueur.This commercial uses:

Accepted Answer

The lifestyle commercial presents the user rather than the product.

Question 6

Effective Web sites should always offer:

Accepted Answer

At the core of the Internet is interactivity.

Question 7

A French manufacturer of riding equipment that uses translators to translate its advertising from French to Japanese should:

Accepted Answer

The translator must know the product's features and its market.It is always better to use a translator who is a product or market specialist rather than a generalist.

Question 8

The layout for the script of a television commercial is first seen as a ____,a series of frames or pictures that correspond to the commercial.

Accepted Answer

A storyboard is a sheet preprinted with a series of 8 to 20 blank frames in the shape of TV screens,which includes text of the commercial,sound effects,and camera views.

Question 9

A television commercial shows Finishing Touch Hair Remover,an electric hair trimmer designed for "sensitive areas." The ad shows various women shaving their face.This commercial is an example of a(n)_____ commercial.

Accepted Answer

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

Question 10

Effective television commercials should:

Accepted Answer

Effective television commercials should concentrate on the final impression the commercial will make.(Refer to Creating Effective TV Commercials [9-F]).

Question 11

Which of the following statements about developing 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.

Question 12

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

Accepted Answer

Using a TV script,the art director creates a series of storyboard roughs to present the artistic approach,the action sequences,and the style of the commercial.

Question 13

A(n)_____ is a visual image of some idea or thing that can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

Accepted Answer

An icon,a visual image representing some idea or thing,can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

Question 14

Slice-of-life television commercials often incorporate ____,which are defined as devices,often gimmicks,used to assist the viewer's memory.

Accepted Answer

A mnemonic device is a gimmick used to dramatize the product benefit and make it memorable.

Question 15

Ads for Travelers Insurance feature an umbrella,which represents the protection provided by the company.Because this image cuts across national boundaries and is readily understood in other countries,the umbrella can be called a(n):

Accepted Answer

An icon is a visual image that represents some idea or thing.

Question 16

The most effective radio commercials should:

Accepted Answer

Ice tinkling in a glass,birds chirping,or a door shutting can create a visual image.Music also works if its meaning is clear.(Refer to Creating Effective Radio Commercials [9-E]).

Question 17

The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n)______;it triggers instant recall of the product.

Accepted Answer

A mnemonic device is a technique that helps you remember something.The colonel's face would trigger instant recall.

Question 18

A(n)_____ commercial for an electronic home security system showed a family's home that had been 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 19

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 20

The most important consideration for copywriters and creative directors who are trying to develop an ad campaign for a foreign market is:

Accepted Answer

A translator should be translating into his/her own language.The advertiser should give the translator easily translatable copy.The translator must be an effective copywriter to translate the ad effectively.

Quiz 9: Creative Execution: Art and Copy