Exam 11: Executing the Creative

The copy approval process usually begins with the advertiser's senior executives.

Just like early TV commercials, early cyber ads merely imitated traditional formats and did not seem to understand the new medium, or the ways that the audience would approach this new technology.

A person picks up a magazine and flips through the pages, stopping at a full-page ad.Which of the following is a tendency of eye movement that occurs when a person views a print advertisement?

One reason why television is such an effective medium for ads is because there is an opportunity to present one message via video, and an entirely different message via audio.

A print ad for a new wooden floor cleaner shows before-and-after shots of a long hallway that has been cleaned and polished.This is an example of communicating product features or benefits through illustration.

In a print ad, the subhead serves basically the same purpose as the headline.

A print ad being developed for a women's clothing line shows the headline font, the images, and the actual body copy to allow the client to imagine the ad and give approval.This is known as a .

Though at one time the creative team consisted of an art director and a single copywriter, today it is composed of art directors, copywriters, media planners, and account planners.

Scenario 11-1 After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010.The slogan read, "Drive a Toyota.You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years.The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal.And keeps it there," and "Toyota.The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements. (Andy Borowitz, "Toyota Unveils New Slogan: 'Drive a Toyota.You'll Never Stop'." The Huffington Post, February 6, 2010.) -(Scenario 11-1) To create ads featuring the new company slogan, Toyota assembles a creative team of individuals who will focus solely on designing the new advertisements.Toyota realizes that it will need to have a strong Internet and social media presence.In order to effectively utilize these outlets, Toyota should consider hiring a(n):

Scenario 11-2 You are the creative director at a Milwaukee ad agency.Today, your copywriters are presenting you with their ideas for several thirty-second radio spots for the City of Milwaukee Tourism Bureau.The Bureau wants to feature its own information center and tours, city museums, art galleries, concerts, festivals, and special events.When they are ready, the best ideas will be taken to the marketing director, of the City of Milwaukee, for review and approval. -(Scenario 11-2) One copywriter presents a spot that is funny, delivers the key selling points, and uses opening music as well as sound effects representing various elements of the city.You need to get it recorded before sending it to the client.You send it with the young copywriter to a trusted recording studio with the caution that says, "use sounds effects with care." This means that:

As a way to energize the creative process, firms are starting to use a technique called crowdsourcing by specifically encouraging customers to offer suggestions.

An advertiser and advertising agency are in the phase of approving the script and story board of the advertisement they plan on producing.In this instance, they are more likely to be in the copy approval stage.

The whole purpose of good body copy is to:

A copywriter not only has to fulfill all the responsibilities of proper information inclusion based on creative platform and strategy decisions, but also has to:

List the main members of an advertising agency's creative team? Consider how they are assigned tasks in producing written, audio, and visual elements of ads; and briefly describe these roles and responsibilities.

Scenario 11-3 A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner.Music plays in the background.The words "You Probably Know This.Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen.The litmus paper is removed, and it has turned a dark blue-green color."You Probably Know This.The Darker, The Harsher" is then superimposed.A series of cuts reveals litmus paper being lowered onto different bars of wet soap.In each case, the strip turns a dark color.The brand name of each bar of soap is superimposed underneath.Finally, litmus paper is lowered onto a bar of Ivory soap.The paper remains yellow.Three super impositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none." -(Scenario 11-3) Which of the following guidelines for copywriting is most strongly demonstrated by this spot overall, one that is also important in radio copy and digital/interactive copy?

An account planner:

Scenario 11-2 You are the creative director at a Milwaukee ad agency.Today, your copywriters are presenting you with their ideas for several thirty-second radio spots for the City of Milwaukee Tourism Bureau.The Bureau wants to feature its own information center and tours, city museums, art galleries, concerts, festivals, and special events.When they are ready, the best ideas will be taken to the marketing director, of the City of Milwaukee, for review and approval. -(Scenario 11-2) Before the copywriters present, you want to familiarize yourself with the details of the campaign once again.You review a copy of the creative brief because you know it:

Dialogue copy on radio may end up sounding dull and dry-just the background drone of normal conversation.To alleviate this, many advertisers use humor as an attention-getting device.

Which of the following is a disadvantage of broadcast television advertising?