Exam 11: Executing the Creative

Which of the following is true of the production stage of the television advertising process? 

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

The most important function in the first few seconds of a television commercial is to: 

An example of radio spot copy is "Like a good neighbor,we are here." Which of the following guidelines for successful radio copywriting is being used in this ad? 

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)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: 

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)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? 

What are the five principles of design? Choose two of the principles and discuss the considerations involved in each.Then give an example of each.

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)The account executive for a campaign such as this is adamant that the copy be tested before he even submits it to the client.He is looking for audience reaction and interpretation of the proposed copy known as _____ copy research. 

Sometimes it is a smart idea when an ad: 

A print ad for a new wooden floor cleaner shows before-and-after shots of a long hallway that has been cleaned and polished.This is an example of communicating product features or benefits through illustration.

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.

Dialogue copy on radio may end up sounding dull and dry-just the background drone of normal conversation.To alleviate this,many advertisers use humor as an attention-getting device.

Probably the most straightforward illustration is one that: 

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

A Volkswagen print ad shows the headline "Think Small" and a grayscale photo of the round little car in one corner of the ad,surrounded by lots of white space.The overall look and placement of the photo depicting the brand demonstrates the concept of illustration format.

Which of the following is important in copywriting for television and video? 

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)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? 

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)One last thing that she recommends to the client involves her choice of a particular element from among hundreds of options.She admits she has agonized over her selection on this because it affects not only readability,but also sets the mood and tone of the overall visual impression.She is most likely talking about the _______.

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)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 Toyota most likely to choose? 

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)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 like this?