Question 1

In the creative phase,the _____ uses thumbnails,roughs,and comprehensives (comps)to establish the ad's look and feel.
A) storyboard editor
B) graphic consultant
C) dummy
D) copy editor
E) designer

Accepted Answer

The designer is responsible for creating the look and feel of the ad during the creative phase, and they will use thumbnails, roughs, and comprehensives (comps) to establish this. The other options listed do not typically play a role in this specific aspect of ad creation.

Question 2

Designing ads for digital media uses the identical skills required for advertising in print and broadcast media.

Accepted Answer

Designing ads for digital media often requires different skills due to the interactive nature of the medium, the importance of SEO, and the use of analytics for optimization, which are not as critical in print and broadcast media.

Question 3

The _____ is a highly refined facsimile of the finished ad.
A) dummy
B) photo-ready art
C) rough layout
D) thumbnail photo
E) comprehensive layout

Accepted Answer

The comprehensive layout is the highly refined facsimile of the finished ad, showing the exact placement and proportions of elements, typefaces, and colors. The other options (A, B, C, and D) refer to preliminary stages of the ad creation process.

Question 4

Copy for the comp is usually typeset on a computer and positioned with the visuals,and the ad is
A) printed as a full color proof.
B) more correctly called still-life.
C) less expensive to develop than thumbnails.
D) always in black and white.
E) a very small pencil sketch.

Accepted Answer

Copy for the comp is laid out and typeset on a computer, so it is usually printed as a full-color proof along with the visuals to give an accurate representation of the final ad.

Question 5

Which of the following is least likely to be a characteristic of an effective headline?
A) engaging the reader slowly
B) explaining the visual in the ad
C) leading the reader into the body copy
D) attracting attention to the advertisement
E) presenting the complete selling idea to the reader

Accepted Answer

Engaging the reader slowly is not a characteristic of an effective headline. Headlines should grab the reader's attention and create interest quickly.

Question 6

Which of the following is a principle guiding how ads should be laid out?
A) No single element of the ad should dominate.
B) The ad should appear unusual and asymmetrical for eye appeal.
C) The space within the ad should be broken into asymmetrical units.
D) A directional pattern should be evident so readers know in what sequence to read.
E) There should be a force that holds the ad together and gives it interesting variation.

Accepted Answer

A directional pattern in ad layout guides the reader through the content in a specific sequence, ensuring clarity and effectiveness in communication.

Question 7

Banner advertising is the dominant approach used in Internet advertising.

Accepted Answer

Search engine advertising and social media advertising have become more dominant in Internet advertising, surpassing traditional banner advertising in effectiveness and popularity.

Question 8

Since 1999,GEICO Insurance ads feature a polite,demure gecko named Martin after the advertising agency that came up with him.In addition to being a play on the similar sound and look of the words "GEIKO" and "gecko," Martin is an example of the use of animation in advertising.

Accepted Answer

The statement is true.

Question 9

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.
A) mock-up
B) thumbnail sketch
C) dummy
D) rough
E) draft copy

Accepted Answer

A "rough" is a detailed sketch of an advertisement where headlines, subheads, illustrations, and body copy are represented to give a clear idea of the final ad's layout and design.

Question 10

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.
A) headline
B) title
C) picture caption
D) banner
E) block copy

Accepted Answer

The term for the words in the leading position of an advertisement is a headline. Headlines are usually in larger type than the rest of the ad to catch the reader's attention and entice them to read further.

Question 11

The storyboard is an approximation of the final commercial that helps the creative visualize the sequence of action.

Accepted Answer

The statement is correct. Storyboard is a visual representation of the sequence of action in a commercial, which is used by creatives to visualize and plan the final product.

Question 12

One of the five key recommendations for making successful viral video is to not be traditional.Messages that look like TV or print ads aren't shared on the Internet.

Accepted Answer

This is true as online audiences tend to prefer content that feels more authentic and engaging instead of traditional advertisements. Viral videos often rely on humor, emotion, and unique creative concepts to stand out and generate shares.

Question 13

How does the layout of an advertisement help ensure its success?
A) It creates new target markets.
B) It decodes the product's message.
C) It is an elaboration of the ad agency's vision.
D) It shows the size and placement of each element.
E) It provides a thumbnail sketch for the production crew.

Accepted Answer

The layout of an advertisement is designed to show the size and placement of each element, which is essential for ensuring the success of the ad. A well-planned layout will help draw attention to the most important elements of the ad and make it easier for viewers to understand the product and its message.

Question 14

Which of the following statements about comprehensive layouts or comps is true?
A) At the comp stage, all visuals are in final form.
B) Comps are generally simplistic and quickly done.
C) Headlines and subheads are hand-lettered on a comp.
D) Comps present the handheld look and feel of a brochure.
E) The body copy on a comp is simulated by using pencil lines.

Accepted Answer

The answer of Which of the following statements about comprehensive...

Question 15

Which term refers to an overall orderly arrangement of all the elements of an ad?
A) format
B) blueprint
C) draft
D) layout
E) outline

Accepted Answer

The term "layout" refers to the overall orderly arrangement of all the elements of an ad, including images, text, and white space. Choices A, B, C, and E do not specifically refer to the arrangement of elements in an ad.

Question 16

How the art director chooses and structures the artistic elements of an ad is called the ad's
A) style.
B) format.
C) design.
D) copy concept.
E) art composition.

Accepted Answer

The art director chooses and structures the artistic elements of an ad in a specific design, including layout, typography, color, and other visual elements. This combination of elements is what makes a design visually appealing and communicates the intended message to the audience.

Question 17

Another name for the poster-style format is the
A) thumbnail sketch.
B) picture-window layout.
C) paste-up.
D) camera-ready copy.
E) comprehensive layout.

Accepted Answer

The poster-style format is often referred to as the picture-window layout because it features a large image or graphic dominating the design, much like a picture in a window. The other options (A) thumbnail sketch, (C) paste-up, (D) camera-ready copy, and (E) comprehensive layout are all terms used in graphic design but do not specifically refer to the poster-style format.

Question 18

Thumbnail sketches are best described as
A) small mock-ups of dummy point-of-purchase displays.
B) results of market tests for proposed ad campaigns.
C) rapidly produced pencil sketches used to try out ideas.
D) each individual frame in a storyboard.
E) mock-ups of comparable ads that competitors are using.

Accepted Answer

Thumbnail sketches are quick, small, and rough pencil drawings used to explore and experiment with ideas, compositions, and layouts before committing to a more detailed design. They serve as a visual brainstorming tool for designers and copywriters to communicate and collaborate on concepts and variations. Thumbnail sketches are not point-of-purchase displays, market tests, storyboards, or copies of competitors' ads.

Question 19

How well the big idea is executed is often determined by the advertising visuals.Which of the following is likely to be the focus for a print ad visual?
A) product packaging
B) public relations value
C) the competition
D) product comparison
E) expert opinions

Accepted Answer

The product packaging is likely to be the focus for a print ad visual as it is the most tangible and visually interesting aspect of the product that can be showcased in an ad. A strong visual of the product packaging can help grab attention and communicate key features or benefits of the product. Public relations value, the competition, product comparison, and expert opinions are all important factors to consider in advertising, but they are not necessarily the primary focus for a print ad visual.

Question 20

For which of the following projects would an ad agency most likely develop a dummy?
A) a point-of-purchase display for Claritin allergy medication
B) a radio ad for Olive Garden restaurants
C) a television ad for Pepperidge Farms products
D) a magazine ad for Healthy Choice frozen meals
E) an interstate billboard for a local radio station

Accepted Answer

A dummy is a physical model or prototype, often used for point-of-purchase displays to visualize how the display will look and function in a retail environment.

Quiz 9: Creative Execution: Art and Copy

In the creative phase,the _____ uses thumbnails,roughs,and comprehensives (comps) to establish the ad's look and feel.

Designing ads for digital media uses the identical skills required for advertising in print and broadcast media.

The _____ is a highly refined facsimile of the finished ad.

Copy for the comp is usually typeset on a computer and positioned with the visuals,and the ad is

Which of the following is least likely to be a characteristic of an effective headline?

Which of the following is a principle guiding how ads should be laid out?

Banner advertising is the dominant approach used in Internet advertising.

Since 1999,GEICO Insurance ads feature a polite,demure gecko named Martin after the advertising agency that came up with him.In addition to being a play on the similar sound and look of the words "GEIKO" and "gecko," Martin is an example of the use of animation in advertising.

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.

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.

The storyboard is an approximation of the final commercial that helps the creative visualize the sequence of action.

One of the five key recommendations for making successful viral video is to not be traditional.Messages that look like TV or print ads aren't shared on the Internet.

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

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

Which term refers to an overall orderly arrangement of all the elements of an ad?

How the art director chooses and structures the artistic elements of an ad is called the ad's

Another name for the poster-style format is the

Thumbnail sketches are best described as

How well the big idea is executed is often determined by the advertising visuals.Which of the following is likely to be the focus for a print ad visual?

For which of the following projects would an ad agency most likely develop a dummy?