Question 1

In _____ copy, writers immediately explain or develop the headline and visual in a straightforward, factual presentation.

Accepted Answer

A) institutional 
B) narrative 
C) picture-caption 
D) device 
E) straight-sell 
A) institutional 
B) narrative 
C) picture-caption 
D) device 
E) straight-sell E

Question 2

While using translators, a company should ideally ensure that the translator is a generalist rather than a product or market specialist.

Accepted Answer

A) True 
 B)False  False

Question 3

Wilkinson Insurance uses a TV ad to reach out to customers about its newly launched insurance scheme. In the commercial, a celebrity talks about the new scheme and points out its benefits. Which of the following commercial formats is being used in this ad?

Accepted Answer

A) Demonstration 
B) Jingle 
C) Animation 
D) Presenter 
E) Slice of life 
A) Demonstration 
B) Jingle 
C) Animation 
D) Presenter 
E) Slice of life D

Question 4

A(n) _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director indicates.

Accepted Answer

A) illustrator 
B) web designer 
C) graphic designer 
D) copy editor 
E) production artist 
A) illustrator 
B) web designer 
C) graphic designer 
D) copy editor 
E) production artist

Question 5

In a thumbnail sketch of a print layout, blocks of straight or squiggly lines indicate text placement, and boxes show placement of visuals.

Accepted Answer

A) True 
 B)False

Question 6

Why do advertisers use institutional copy?

Accepted Answer

Advertisers use institutional copy to pr

Question 7

Briefly describe body copy of a print ad.

Accepted Answer

The advertiser tells the complete sales

Question 8

Logos and signature cuts provide quick recognition at the point of purchase.

Accepted Answer

A) True 
 B)False

Question 9

One of the most challenging aspects of developing a radio copy is to prevent it from sounding intrusive.

Accepted Answer

A) True 
 B)False

Question 10

A commercial for Bradley's Irish Cream, a chocolate liqueur, shows young people at a pool party drinking the brand of liqueur. Which of the following commercial formats is being used?

Accepted Answer

A) Animation 
B) Musical 
C) Lifestyle 
D) Testimonial 
E) Straight announcement 
A) Animation 
B) Musical 
C) Lifestyle 
D) Testimonial 
E) Straight announcement

Question 11

A very small, rough, rapidly produced drawing that an artist uses to visualize ad layout approaches is known as a(n) _____.

Accepted Answer

A) logo 
B) pasteup 
C) casting brief 
D) thumbnail 
E) dummy 
A) logo 
B) pasteup 
C) casting brief 
D) thumbnail 
E) dummy

Question 12

In a print ad, the _____ is a link between the headline and the sales ideas presented in the text.

Accepted Answer

A) demonstration 
B) close 
C) pasteup 
D) lead-in paragraph 
E) hook 
A) demonstration 
B) close 
C) pasteup 
D) lead-in paragraph 
E) hook

Question 13

Once the best ad design is chosen, the layout serves as a blueprint.

Accepted Answer

A) True 
 B)False

Question 14

How can information provided on a website be concise and comprehensive at once?

Accepted Answer

People do not really read a we

Question 15

Slogans, also known as _____, begin as successful headlines and become standard statements through continuous use.

Accepted Answer

A) logos 
B) taglines 
C) trademarks 
D) hooks 
E) signature cuts 
A) logos 
B) taglines 
C) trademarks 
D) hooks 
E) signature cuts

Question 16

In print ads, the key layout elements are the visual(s), headlines, subheads, body copy, slogans, seals, logos, and signatures.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following statements about subheads is true?

Accepted Answer

A) They appear in the same font size as a headline. 
B) They are shorter than headlines. 
C) They are less like sentences than headlines. 
D) They are always smaller than the body copy. 
E) They act as stepping stones from the headline to the body copy. 
A) They appear in the same font size as a headline. 
B) They are shorter than headlines. 
C) They are less like sentences than headlines. 
D) They are always smaller than the body copy. 
E) They act as stepping stones from the headline to the body copy.

Question 18

Which of the following is true of a question headline?

Accepted Answer

A) A question headline announces news or promises information. 
B) A question headline orders the reader to do something. 
C) A question headline should ask a question that can be answered quickly. 
D) A good question headline piques the reader's curiosity and imagination. 
E) A negative answer to a question headline encourages the consumer to read the body copy. 
A) A question headline announces news or promises information. 
B) A question headline orders the reader to do something. 
C) A question headline should ask a question that can be answered quickly. 
D) A good question headline piques the reader's curiosity and imagination. 
E) A negative answer to a question headline encourages the consumer to read the body copy.

Question 19

In international markets, language is the most important consideration for copywriters.

Accepted Answer

A) True 
 B)False

Question 20

Describe a script used by radio and television writers.

Accepted Answer

Radio and television writers prepare scr

In _____ copy, writers immediately explain or develop the headline and visual in a straightforward, factual presentation.

While using translators, a company should ideally ensure that the translator is a generalist rather than a product or market specialist.

Wilkinson Insurance uses a TV ad to reach out to customers about its newly launched insurance scheme. In the commercial, a celebrity talks about the new scheme and points out its benefits. Which of the following commercial formats is being used in this ad?

A(n) _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director indicates.

In a thumbnail sketch of a print layout, blocks of straight or squiggly lines indicate text placement, and boxes show placement of visuals.

Why do advertisers use institutional copy?

Briefly describe body copy of a print ad.

Logos and signature cuts provide quick recognition at the point of purchase.

One of the most challenging aspects of developing a radio copy is to prevent it from sounding intrusive.

A commercial for Bradley's Irish Cream, a chocolate liqueur, shows young people at a pool party drinking the brand of liqueur. Which of the following commercial formats is being used?

A very small, rough, rapidly produced drawing that an artist uses to visualize ad layout approaches is known as a(n) _____.

In a print ad, the _____ is a link between the headline and the sales ideas presented in the text.

Once the best ad design is chosen, the layout serves as a blueprint.

How can information provided on a website be concise and comprehensive at once?

Slogans, also known as _____, begin as successful headlines and become standard statements through continuous use.

In print ads, the key layout elements are the visual(s), headlines, subheads, body copy, slogans, seals, logos, and signatures.

Which of the following statements about subheads is true?

Which of the following is true of a question headline?

In international markets, language is the most important consideration for copywriters.

Describe a script used by radio and television writers.

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Creative Strategy and the Creative Process

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters

Exam 11: Creative Execution: Art and Copy

In _____ copy, writers immediately explain or develop the headline and visual in a straightforward, factual presentation.

While using translators, a company should ideally ensure that the translator is a generalist rather than a product or market specialist.

Wilkinson Insurance uses a TV ad to reach out to customers about its newly launched insurance scheme. In the commercial, a celebrity talks about the new scheme and points out its benefits. Which of the following commercial formats is being used in this ad?

A(n) _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director indicates.

In a thumbnail sketch of a print layout, blocks of straight or squiggly lines indicate text placement, and boxes show placement of visuals.

Why do advertisers use institutional copy?

Briefly describe body copy of a print ad.

Logos and signature cuts provide quick recognition at the point of purchase.

One of the most challenging aspects of developing a radio copy is to prevent it from sounding intrusive.

A commercial for Bradley's Irish Cream, a chocolate liqueur, shows young people at a pool party drinking the brand of liqueur. Which of the following commercial formats is being used?

A very small, rough, rapidly produced drawing that an artist uses to visualize ad layout approaches is known as a(n) _____.

In a print ad, the _____ is a link between the headline and the sales ideas presented in the text.

Once the best ad design is chosen, the layout serves as a blueprint.

How can information provided on a website be concise and comprehensive at once?

Slogans, also known as _____, begin as successful headlines and become standard statements through continuous use.

In print ads, the key layout elements are the visual(s), headlines, subheads, body copy, slogans, seals, logos, and signatures.

Which of the following statements about subheads is true?

Which of the following is true of a question headline?

In international markets, language is the most important consideration for copywriters.

Describe a script used by radio and television writers.

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Creative Strategy and the Creative Process

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters