Exam 11: Executing the Creative

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) One of the ideas in an early brainstorming session was to start the Happy Heart Hound commercial with a quick series of adorable, playful puppies wearing heart-shaped sunglasses.Which of the following guidelines for effective television advertising does this hope to demonstrate?

A script is a written version of the television commercial.It controls the flow, coordinates all audio and visual elements, and helps make decisions about location, cast, and schedule.

When analyzing the various elements of type, the refers to the size of the type in height.

can save a lot of time on a shoot day when many more costly personnel are on the set.

A radio spot for a local shoe chain begins with the lines, "You walk the dog.You jog the trail.You chase the bus. You go, go, go.You need new shoes." Which of the following guidelines for successful radio copywriting is used in This ad?

A young woman has just launched her own company to promote several unique but inexpensive kitchen gadgets. She wants to get her message out to TV audiences, but she does not have a large budget.Taking this into consideration, an agency will probably propose a television commercial that:

A storyboard is a shot-by-shot sketch depicting, in sequence, the visual scenes and copy that will be used in an advertisement.

Which of the following terms identifies the visual line, real or imagined, that runs through an ad and organizes all elements?

A slogan is a short identifying phrase written for multiple forms of media.It is repeated in print and broadcast ads, through salespeople and promotional events, and on company websites.

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) This television shoot involves a lot of people and is a complex, collaborative effort.Who among the following is more likely to be in charge of the set?

A man turns on a spigot, splashes hot water into a sink, squirts Joy liquid into a dishpan full of glassware, swirls a cloth around, and brings out sparkling glasses.He then begins talking with someone off-camera about how good the glasses will look for tonight's party and how great Joy works.The strong visual effect demonstrates that, on television, words do not stand alone.

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 successful advertisements for interactive media, Toyota must understand the difference between interactive media and traditional one-way media.Which of the following implications is true of interactive media?

Scenario 11-5 A hospital is attempting to change its image.In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere.This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well.The decision is made to hire a local advertising agency.The agency's creative director meets with the hospital marketing director to develop a creative brief.It focuses on print ads for local newspapers and regional magazines, and states that the advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"-a tactic that has been used again and again by other medical institutions. -(Scenario 11-5) The art director thinks about the layout and reminds herself of a widely held belief in the world of art production-that a larger size in an ad illustration typically means:

The director may want to work with the on camera talent along with the camera operators to practice the positioning and movement planned for the ad.This work is known as .

After coming to an agreement on the scope and intent of the production, a producer is working with the the creative team and the advertiser to estimate an approximate total cost of production.In this stage, the budgeting need not be very detailed.

Which of the following is necessary due to the fleeting impression that radio makes, particularly if the location of a business is included?

Recent history and research suggest that copywriting for promotions in the evolving media of cyberspace:

The principles of design suggest that:

The four main components of print copy are text, slogan, headline, and tagline.

An agency is creating a new print ad for a whitening toothpaste.While thinking about the new layout, the art director begins by asking his staff for several comps just to see the placement of various elements, and to get an idea of the general presentation.