Exam 11: Executing the Creative

The idea of audience is very different in digital and interactive media because people often seek out these ads rather than the other way around; and are more active, engaged, and direct in their response.

Explain why producing a television commercial is an extremely expensive undertaking.Describe a television commercial that you have seen recently.Analyze it in terms of how it meets or fails to meet two of the five primary creative guidelines for television ad production as noted in the text.

The three primary visual elements of a print advertisement are illustration, design, and layout.

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 for this campaign needs to convey a particular mood, a feeling of warmth and serenity, in this ad illustration.While all of the elements below may have some impact on the illustration, she should pay particular attention to the:

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) The superimposed words that end the spot, "Ivory is Mildest.Bar none," could be considered Ivory's slogan.Which of the following is an important function of a slogan such as this?

Color is often effectively used in advertising illustrations to:

Art production for advertising to appear in cyberspace-particularly those composed of headline, body copy, and illustration-most closely resembles production of advertising for .

Which of the following is considered the most crucial design element that brings harmony to all components on the page?

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) Once she has a rough draft, the art director has to admit it's a really great-looking ad.All the elements hang together and work with each other, and the overall feel is harmonious and peaceful.She clearly understands the principle of .

An ad for concentrated frozen orange juice highlights the product using a combination of backlighting and low-angle shots to show the golden liquid being poured into the sparkling tumbler.Which of the following is depicted in this illustration?

A breakfast cereal advertiser decides to create a print media advertisement instead of advertising on broadcast television.This is probably because the advertiser:

Although, it may possess other positive aspects, a headline does no good unless it:

Before the day of the shoot; prelight, blocking, and other production factors are checked and adjusted to avoid additional expense during actual filming with on-camera talent.

An advertisement for a Michigan resort features the headline, "Endless Coast.Endless Sand.Endless Sunset. Endless Time.Lighthouse Harbor Lodge." The primary purpose of this headline is to:

An ad for a microwave popcorn features the headline, "If you want a snack, have a wholesome snack." The purpose of this straightforward headline is to select the audience.

A radio commercial depicts two men jogging together.They joke about their aches and pains, and then agree on their need for Advil.This radio spot uses a testimonial format for its copy.

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 11­5) One thing that the art director has learned is that ads should lead the reader's gaze in a logical path that includes the brand name.Which of the following elements of design does this involve?

A television commercial for a high-speed mountain bike is in the middle of production.Who among the following would be responsible for handling the script, interpreting the storyboard, managing the talent; and dealing with the cameras, lighting, and set?

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) Toyota is designing its print media advertisements.It decides to use the least complex copy technique to highlight the urgency of acting immediately.Which of the following copy techniques is it more likely to have chosen?

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) Last week, you met with your copywriters and reminded them of the various options they had in writing for radio.What are the four basic formats available to them in creating a radio ad?