Exam 11: Executing the Creative

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 hoped the new slogan would once again instill confidence in consumers, many of whom had grown weary of the brand after a number of massive recalls. 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 was featured in all of the company's advertisements.  -(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):  

Balance,proportion,order,unity,and emphasis are the basic principles of design.

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

Layout is the term used for the drawing or digital rendering of a proposed print ad that shows where all the elements will be positioned.It allows for various alternatives and options.

The overall visual impact of illustration relies largely on lighting,color,and tone. 

A guideline for television or video is to: 

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 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 that it is 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 _________.

The copy approval process is important.

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

Though traditionally the creative team has consisted of an art director and a copywriter,it can also be composed of art directors,additional copywriters,media planners,and account planners.

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 _______.

The body copy is the textual component of an advertisement.

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

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: 

A television commercial for a food product is in 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? 

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.

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

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.

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

There is a need for writing copy for radio and podcast advertising.