Question 1

Which of the following is true of a body copy?

Accepted Answer

A)  It consists of fewer words than the subhead. 
B)  It is the visual component of an advertisement. 
C)  It tells a complete story of a brand. 
D)  It is more likely to be read by people than the headline and subhead. 
A)  It consists of fewer words than the subhead. 
B)  It is the visual component of an advertisement. 
C)  It tells a complete story of a brand. 
D)  It is more likely to be read by people than the headline and subhead.

Question 2

One reason why television is such an effective medium for ads is its relatively broad exposure.

Accepted Answer

A) True 
 B)False

Question 3

Type fonts are seen in _______ basic typeface groups,all with different personalities.

Accepted Answer

A)  two 
B)  one hundred 
C)  six 
D)  twenty 
A)  two 
B)  one hundred 
C)  six 
D)  twenty

Question 4

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

Accepted Answer

A)  Prelighting 
B)  Budgeting 
C)  Blocking 
D)  Scripting 
A)  Prelighting 
B)  Budgeting 
C)  Blocking 
D)  Scripting

Question 5

The idea of audience is different in digital and interactive media from a traditional audience.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a tendency of eye movement that occurs when a person views a print advertisement?

Accepted Answer

A)  From left to right, up to down, and from light to dark 
B)  From right to left and dark to light 
C)  From white to color and from small to big 
D)  From right to left and from light to dark 
A)  From left to right, up to down, and from light to dark 
B)  From right to left and dark to light 
C)  From white to color and from small to big 
D)  From right to left and from light to dark

Question 7

In a print ad,the subhead serves the same purpose as the headline and can provide additional information not in the headline.

Accepted Answer

A) True 
 B)False

Question 8

An account planner:

Accepted Answer

A)  is more likely to suggest the idea for the visuals. 
B)  comes up with the headline or tag line. 
C)  keeps the profile of the target consumer in the team's mind. 
D)  is responsible for the actual production and is usually in charge on set. 
A)  is more likely to suggest the idea for the visuals. 
B)  comes up with the headline or tag line. 
C)  keeps the profile of the target consumer in the team's mind. 
D)  is responsible for the actual production and is usually in charge on set.

Question 9

In television advertising,the visual is important only if it is the main feature,not if it plays a supportive role.

Accepted Answer

A) True 
 B)False

Question 10

Just like early TV commercials,early cyber ads merely imitated traditional formats and did not seem to understand the new medium,or the ways that the audience would approach this new technology.

Accepted Answer

A) True 
 B)False

Question 11

In radio spots,the copy should have less focus than any musical pieces; otherwise,the copy can easily overwhelm the persuasive elements of these ads.

Accepted Answer

A) True 
 B)False

Question 12

For social media,copywriting for ________ is most relevant.

Accepted Answer

A)  digital/interactive media 
B)  radio 
C)  postproduction review 
D)  developmental copy research 
A)  digital/interactive media 
B)  radio 
C)  postproduction review 
D)  developmental copy research

Question 13

In very large print,centered at the top of a magazine page,is the word COAST; this describes a headline.

Accepted Answer

A) True 
 B)False

Question 14

Scenario 11-4
You are a production assistant working on a 30-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 most likely to be in charge of the set?

Accepted Answer

A)  The film director 
B)  The account executive 
C)  The chief creative 
D)  The agency producer 
A)  The film director 
B)  The account executive 
C)  The chief creative 
D)  The agency producer

Question 15

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.

Accepted Answer

A) True 
 B)False

Question 16

Scenario 11-3
A 30-second TV spot for Ivory Soap 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)To make sure that all the words and visuals of this TV spot work together,the creative team would have begun this campaign by preparing a ________.

Accepted Answer

A)  working script 
B)  storyboard 
C)  fact sheet 
D)  thumbnail 
A)  working script 
B)  storyboard 
C)  fact sheet 
D)  thumbnail

Question 17

As a way to energize the creative process,firms are starting to use crowdsourcing by specifically encouraging customers to offer suggestions.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

The whole purpose of good body copy is to:

Accepted Answer

A)  be funny. 
B)  pull together the headline, subhead, and visuals. 
C)  give all the possible reasons to buy the brand. 
D)  tell a more complete story of the brand. 
A)  be funny. 
B)  pull together the headline, subhead, and visuals. 
C)  give all the possible reasons to buy the brand. 
D)  tell a more complete story of the brand.

Question 20

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?

Accepted Answer

A)  Sketching an overall view of the finished ad 
B)  Meeting with the creative director to brainstorm a list of exciting words to be included 
C)  Deciding how to use, or not use, the three main components of print copy 
D)  Writing a few rough headlines and possibly subheads 
A)  Sketching an overall view of the finished ad 
B)  Meeting with the creative director to brainstorm a list of exciting words to be included 
C)  Deciding how to use, or not use, the three main components of print copy 
D)  Writing a few rough headlines and possibly subheads

Which of the following is true of a body copy?

One reason why television is such an effective medium for ads is its relatively broad exposure.

Type fonts are seen in _______ basic typeface groups,all with different personalities.

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

The idea of audience is different in digital and interactive media from a traditional audience.

Which of the following is a tendency of eye movement that occurs when a person views a print advertisement?

In a print ad,the subhead serves the same purpose as the headline and can provide additional information not in the headline.

An account planner:

In television advertising,the visual is important only if it is the main feature,not if it plays a supportive role.

Just like early TV commercials,early cyber ads merely imitated traditional formats and did not seem to understand the new medium,or the ways that the audience would approach this new technology.

In radio spots,the copy should have less focus than any musical pieces; otherwise,the copy can easily overwhelm the persuasive elements of these ads.

For social media,copywriting for ________ is most relevant.

In very large print,centered at the top of a magazine page,is the word COAST; this describes a headline.

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.

As a way to energize the creative process,firms are starting to use crowdsourcing by specifically encouraging customers to offer suggestions.

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

The whole purpose of good body copy is to:

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?

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, and Support Organizations

The History of Advertising and Brand Promotion

Social, ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, integrated Brand Promotion, and Consumer Behavior

Market Segmentation, positioning, and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and IBP

Creative Message Strategy

Media Planning Essentials

Media Planning: Newspapers, magazines, television, and Radio

Media Planning: Advertising and IBP in Digital, social, Mobile Media

Sales Promotion, point-Of-Purchase Advertising, and Support Media

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters

Exam 11: Executing the Creative

Which of the following is true of a body copy?

One reason why television is such an effective medium for ads is its relatively broad exposure.

Type fonts are seen in _______ basic typeface groups,all with different personalities.

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

The idea of audience is different in digital and interactive media from a traditional audience.

Which of the following is a tendency of eye movement that occurs when a person views a print advertisement?

In a print ad,the subhead serves the same purpose as the headline and can provide additional information not in the headline.

An account planner:

In television advertising,the visual is important only if it is the main feature,not if it plays a supportive role.

Just like early TV commercials,early cyber ads merely imitated traditional formats and did not seem to understand the new medium,or the ways that the audience would approach this new technology.

In radio spots,the copy should have less focus than any musical pieces; otherwise,the copy can easily overwhelm the persuasive elements of these ads.

For social media,copywriting for ________ is most relevant.

In very large print,centered at the top of a magazine page,is the word COAST; this describes a headline.

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.

As a way to energize the creative process,firms are starting to use crowdsourcing by specifically encouraging customers to offer suggestions.

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

The whole purpose of good body copy is to:

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?

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, and Support Organizations

The History of Advertising and Brand Promotion

Social, ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, integrated Brand Promotion, and Consumer Behavior

Market Segmentation, positioning, and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and IBP

Creative Message Strategy

Media Planning Essentials

Media Planning: Newspapers, magazines, television, and Radio

Media Planning: Advertising and IBP in Digital, social, Mobile Media

Sales Promotion, point-Of-Purchase Advertising, and Support Media

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters