Exam 11: Executing the Creative

Shortly after an agency agrees to create a new campaign for a well-known instant coffee, a creative brief needs to be put together.A creative brief is important because it:

Formal balance creates a mood of seriousness or directness.Informal balance actually creates an imbalance; a sense of unease and discomfort, or the feeling that something has gone wrong.

Each shoot has its own tempo and direction.Advertisers have to accept the pace and decisions made based on lighting, weather, and other factors that make TV production unlike an assembly line production process.

What are the five principles of design? Choose two of the principles and discuss the considerations involved in each.Then give an example of each.

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 11­1) A slogan can be an integral part of a brand's image and personality, but it can serve other purposes as well.One of these purposes could be to:

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) The account executive for a campaign such as this is adamant that the copy be tested before he even submits it to the client.He is looking for audience reaction and interpretation of the proposed copy known as _____ copy research.

Explain the advantages of copywriting in print media, and list the disadvantages of copywriting for television advertising.

The best guideline for working with both audio and visual elements during the production of a television spot is to:

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 shows you an idea that involves an announcer reading a top-ten list of cool reasons to visit Milwaukee.Which of the following basic guidelines of radio copy writing does this technique address?

A copywriter is just starting on a print ad for a new brand of dishwasher detergent.Which of the following is the first step in developing copy for print?

Scenario 11-4 You are a production assistant working on a thirty-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies.The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product. -(Scenario 11-4) The production team is ready to show the client shots from the unfinished project to give an idea of what the commercial will look like.These shots do not include transitions, special effects, or audio; but are merely selections from the first step in postproduction.These excerpts are from the:

Which of the following are the five standard techniques used in preparing body copy?

Which of the following is the main challenges of the copywriter early in the campaign process?

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) A copywriter came up with the idea to superimpose the words, "You Probably Know This.Litmus Paper Measures Alkalinity" and "You Probably Know This.The Darker, The Harsher." Considering the nature of this ad, which general guideline for television copywriting does this follow?

Which of the following is a negative effect of broadcast media on the copywriting process?

The last step in the preproduction stage of television advertising is the selection of location, sets, and cast.

Which of the following is a difference between interactive and noninteractive media?

Which of the following is true of a body copy?

The straight-line approach for preparing body copy uses dialogue as if the spokesperson is having a one-sided conversation with the reader through the body copy.

A subhead for a Michigan resort ad reads, "Michigan's Oldest Resort.In the Woods.On the Cliffs.At the Beach. Location, Location, Location.Best Location on the Lake for the Past 130 Years." This copy fulfills the basic job of The subhead, which is to: