Question 1

A key to creating an effective outdoor board is to understand the impact of the _______ which is huge, often hundreds of times larger than life.

Accepted Answer

A)  graphics 
B)  size 
C)  colors 
D)  figure/ground 
E)  typography 
A)  graphics 
B)  size 
C)  colors 
D)  figure/ground 
E)  typography B

Question 2

As described in the "Hands-On" case at the end of the chapter, what challenge faces an advertiser told by its agency to film a commercial in high definition (HD)?

Accepted Answer

A)  Cost is an issue, because ads filmed in the format can cost 10 to 15 percent more than analog commercials. 
B)  Even though the ads are of a much higher quality, consumers still avoid them. 
C)  Fewer than 1 million homes have the equipment (i.e., HDTV sets and tuners) required to watch HDTV programming. 
D)  There is no standardization with regard to HDTV programming. 
E)  Consumers do not perceive HDTV advertisements any differently than they do current analog commercials. 
A)  Cost is an issue, because ads filmed in the format can cost 10 to 15 percent more than analog commercials. 
B)  Even though the ads are of a much higher quality, consumers still avoid them. 
C)  Fewer than 1 million homes have the equipment (i.e., HDTV sets and tuners) required to watch HDTV programming. 
D)  There is no standardization with regard to HDTV programming. 
E)  Consumers do not perceive HDTV advertisements any differently than they do current analog commercials. A

Question 3

A key to an effective outdoor board is the _______ should be bold and bright with maximum contrast for greatest impact.

Accepted Answer

A)  graphics 
B)  size 
C)  colors 
D)  figure/ground 
E)  typography 
A)  graphics 
B)  size 
C)  colors 
D)  figure/ground 
E)  typography C

Question 4

A style of layout that shows what is presumed to be a lack of concern for the formalities of art, design, type styles, and legibility is known as ________.

Accepted Answer

A)  chaos 
B)  entropy 
C)  grunge 
D)  nonlinear 
E)  circus 
A)  chaos 
B)  entropy 
C)  grunge 
D)  nonlinear 
E)  circus

Question 5

From which of the following media can web pages combine elements and design styles?

Accepted Answer

A)  print 
B)  still photography 
C)  film 
D)  sound 
E)  all of the above 
A)  print 
B)  still photography 
C)  film 
D)  sound 
E)  all of the above

Question 6

A key to an effective outdoor board is the _______ should be clean, uncluttered type that is easy to read at a distance by an audience in motion.

Accepted Answer

A)  graphics 
B)  size 
C)  colors 
D)  figure/ground 
E)  typography 
A)  graphics 
B)  size 
C)  colors 
D)  figure/ground 
E)  typography

Question 7

What was NOT a measure of success for the campaign for Altoids described in the chapter's opening and closing vignette?

Accepted Answer

A)  increase in market share 
B)  increase in brand recognition 
C)  percentage of penetration in the under 12 year old market 
D)  memorability of the campaign 
E)  increase in sales 
A)  increase in market share 
B)  increase in brand recognition 
C)  percentage of penetration in the under 12 year old market 
D)  memorability of the campaign 
E)  increase in sales

Question 8

Which of the following is a tip for designers of poster or outdoor boards?

Accepted Answer

A)  Make the illustration an eye-stopper. 
B)  Add motors to boards to make pieces and parts move. 
C)  Use simple, clean, uncluttered type that is easy to read at a distance by an audience in motion. 
D)  Use bold, bright colors. 
E)  all of the above 
A)  Make the illustration an eye-stopper. 
B)  Add motors to boards to make pieces and parts move. 
C)  Use simple, clean, uncluttered type that is easy to read at a distance by an audience in motion. 
D)  Use bold, bright colors. 
E)  all of the above

Question 9

According to the "Hands-On" case at the end of the chapter, why was October 29, 1998, a historic day for advertising?

Accepted Answer

A)  It was the first time that the cost of a 30-second ad during a prime time television program exceeded $1 million. 
B)  Five live-action, rather than taped, commercials aired during the network coverage of John Glenn, the then 77-year-old former astronaut and senator who returned to space aboard the space shuttle. 
C)  The first five TV commercials ever broadcast in high definition (HDTV) occurred that day. 
D)  The percentage of households with HDTV-ready sets reached a threshold of 30 percent. 
E)  All advertising commercials switched to HDTV format in the anticipation of the looming explosive growth the HDTV-ready television sets among consumers. 
A)  It was the first time that the cost of a 30-second ad during a prime time television program exceeded $1 million. 
B)  Five live-action, rather than taped, commercials aired during the network coverage of John Glenn, the then 77-year-old former astronaut and senator who returned to space aboard the space shuttle. 
C)  The first five TV commercials ever broadcast in high definition (HDTV) occurred that day. 
D)  The percentage of households with HDTV-ready sets reached a threshold of 30 percent. 
E)  All advertising commercials switched to HDTV format in the anticipation of the looming explosive growth the HDTV-ready television sets among consumers.

Question 10

If the _______, designed to move about the site, is cluttered or unclear, website visitors will give up and move on to some other site.

Accepted Answer

A)  image 
B)  product 
C)  navigation 
D)  pop-up 
E)  video 
A)  image 
B)  product 
C)  navigation 
D)  pop-up 
E)  video

Question 11

One of the most difficult problems that art directors-and those who work on the creative side of advertising-face is transforming pictures into words.

Accepted Answer

A) True 
 B)False

Question 12

You are developing a website for a client. In working with the web designer you find that he has a different toolkit than art directors for typical print ads. Why do the web designers use different tools?

Accepted Answer

The answer of You are developing a website for a...

Question 13

Explain the success of the Altoids campaign described in the chapter's opening and closing vignette.

Accepted Answer

The answer of Explain the success of the Altoids campaign...

Question 14

A key to an effective outdoor board is the _______ should be an eye-stopper.

Accepted Answer

A)  graphics 
B)  size 
C)  colors 
D)  figure/ground 
E)  typography 
A)  graphics 
B)  size 
C)  colors 
D)  figure/ground 
E)  typography

Question 15

MINI-CASE
Kimberly is an art director at an advertising agency, and she is developing the print campaign for one of the agency's clients. The client doesn't have a large budget, so they would like to keep the costs of production as low as possible; this means that the creation of original art in their ads is not feasible. The desired look of the ads is formal, and the mood Kimberly wants to convey is calm, serene, reflective, and intellectual. She also wants the layouts to be formal because the product is financial services targeted to consumers 50+ years old.
-Refer to Mini-Case. Because the client does not want to pay for original visuals to be included in their ads, how will Kimberly get the visuals she needs to get attention and to set the tone for the ads?

Accepted Answer

The answer of MINI-CASE
Kimberly is an art director at an...

Question 16

The _______ takes charge of the TV production, handles the bidding, and all the production arrangements.

Accepted Answer

A)  copywriter 
B)  art director 
C)  producer 
D)  director 
E)  composer 
A)  copywriter 
B)  art director 
C)  producer 
D)  director 
E)  composer

Question 17

Why didn't the ad for Honda, as described in "A Matter of Practice," ever air as a commercial in the United States?

Accepted Answer

A)  It was filmed using a British model that isn't sold in the United States 
B)  It was a two-minute commercial, and the cost of running a commercial of such length in the United States is prohibitive. 
C)  It did not test well in copy-tests in the United States. 
D)  a and b 
E)  a, b, and c 
A)  It was filmed using a British model that isn't sold in the United States 
B)  It was a two-minute commercial, and the cost of running a commercial of such length in the United States is prohibitive. 
C)  It did not test well in copy-tests in the United States. 
D)  a and b 
E)  a, b, and c

Question 18

A key to an effective outdoor board is the _______ relationship should be as obvious as possible. The background should never compete with the subject.

Accepted Answer

A)  graphics 
B)  size 
C)  colors 
D)  figure/ground 
E)  typography 
A)  graphics 
B)  size 
C)  colors 
D)  figure/ground 
E)  typography

Question 19

What was the assignment given to Fallon Agency, as described in "A Matter of Practice," by EDS, an information technology business.

Accepted Answer

A)  to change perceptions of EDS as an unhip Old Economy business and to infuse energy and pride into the EDS workforce 
B)  to get business customers to switch IT services to EDS 
C)  to increase awareness of EDS among consumers as research showed they have extremely low awareness among their target market 
D)  to increase sales by 50 percent 
E)  to increase switching from competitors' services 
A)  to change perceptions of EDS as an unhip Old Economy business and to infuse energy and pride into the EDS workforce 
B)  to get business customers to switch IT services to EDS 
C)  to increase awareness of EDS among consumers as research showed they have extremely low awareness among their target market 
D)  to increase sales by 50 percent 
E)  to increase switching from competitors' services

Question 20

MINI-CASE
A television ad for Meridia, a prescription medication for the management of obesity, begins by showing a close-up of a cute, pudgy baby's face while the copy says something to the effect that doctors have been concerned about your weight all your life. The baby's face gradually turns into that of a woman who is attractive yet pudgy, obese actually, and the copy indicates that Meridia can help-just ask your doctor. Then the scene shifts, rather abruptly, to the name of the prescription medication.
-Refer to Mini-Case. The final version of this ad with the sound and film mixed together is call a(n) ___________.

Accepted Answer

A)  interlock 
B)  answer print 
C)  release print 
D)  mixed print 
E)  edited print 
A)  interlock 
B)  answer print 
C)  release print 
D)  mixed print 
E)  edited print

A key to creating an effective outdoor board is to understand the impact of the _______ which is huge, often hundreds of times larger than life.

As described in the "Hands-On" case at the end of the chapter, what challenge faces an advertiser told by its agency to film a commercial in high definition (HD)?

A key to an effective outdoor board is the _______ should be bold and bright with maximum contrast for greatest impact.

A style of layout that shows what is presumed to be a lack of concern for the formalities of art, design, type styles, and legibility is known as ________.

From which of the following media can web pages combine elements and design styles?

A key to an effective outdoor board is the _______ should be clean, uncluttered type that is easy to read at a distance by an audience in motion.

What was NOT a measure of success for the campaign for Altoids described in the chapter's opening and closing vignette?

Which of the following is a tip for designers of poster or outdoor boards?

According to the "Hands-On" case at the end of the chapter, why was October 29, 1998, a historic day for advertising?

If the _______, designed to move about the site, is cluttered or unclear, website visitors will give up and move on to some other site.

One of the most difficult problems that art directors-and those who work on the creative side of advertising-face is transforming pictures into words.

You are developing a website for a client. In working with the web designer you find that he has a different toolkit than art directors for typical print ads. Why do the web designers use different tools?

Explain the success of the Altoids campaign described in the chapter's opening and closing vignette.

A key to an effective outdoor board is the _______ should be an eye-stopper.

The _______ takes charge of the TV production, handles the bidding, and all the production arrangements.

Why didn't the ad for Honda, as described in "A Matter of Practice," ever air as a commercial in the United States?

A key to an effective outdoor board is the _______ relationship should be as obvious as possible. The background should never compete with the subject.

What was the assignment given to Fallon Agency, as described in "A Matter of Practice," by EDS, an information technology business.

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

The Creative Side and Message Strategy

Copywriting

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters

Exam 14: Design and Production

A key to creating an effective outdoor board is to understand the impact of the _______ which is huge, often hundreds of times larger than life.

As described in the "Hands-On" case at the end of the chapter, what challenge faces an advertiser told by its agency to film a commercial in high definition (HD)?

A key to an effective outdoor board is the _______ should be bold and bright with maximum contrast for greatest impact.

A style of layout that shows what is presumed to be a lack of concern for the formalities of art, design, type styles, and legibility is known as ________.

From which of the following media can web pages combine elements and design styles?

A key to an effective outdoor board is the _______ should be clean, uncluttered type that is easy to read at a distance by an audience in motion.

What was NOT a measure of success for the campaign for Altoids described in the chapter's opening and closing vignette?

Which of the following is a tip for designers of poster or outdoor boards?

According to the "Hands-On" case at the end of the chapter, why was October 29, 1998, a historic day for advertising?

If the _______, designed to move about the site, is cluttered or unclear, website visitors will give up and move on to some other site.

One of the most difficult problems that art directors-and those who work on the creative side of advertising-face is transforming pictures into words.

You are developing a website for a client. In working with the web designer you find that he has a different toolkit than art directors for typical print ads. Why do the web designers use different tools?

Explain the success of the Altoids campaign described in the chapter's opening and closing vignette.

A key to an effective outdoor board is the _______ should be an eye-stopper.

The _______ takes charge of the TV production, handles the bidding, and all the production arrangements.

Why didn't the ad for Honda, as described in "A Matter of Practice," ever air as a commercial in the United States?

A key to an effective outdoor board is the _______ relationship should be as obvious as possible. The background should never compete with the subject.

What was the assignment given to Fallon Agency, as described in "A Matter of Practice," by EDS, an information technology business.

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

The Creative Side and Message Strategy

Copywriting

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters