Question 1

What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and Cheese It Up"?

Accepted Answer

This is an example of a command headline.
Feedback: A command headline orders the reader to do something,so it might seem negative.

Question 2

The kind of illustration that will be used in an ad is often determined during the conceptualization process.

Accepted Answer

A) True 
 B)False  True

Question 3

The ad for Freschetta Frozen Pizza asks,"What's it like to be rolling in dough?" Which copy technique is being used here?

Accepted Answer

This is an example of a device copy.
Feedback: Device copy uses figures of speech (such as puns,alliteration,assonance,and rhymes)as well as humor and exaggeration.

Question 4

The copy in the ad for La Coruna brand oven,uses exaggeration and word play to explain that for all their culinary masters,there is still one thing the French cannot make in the kitchen and that is a compromise.This copy would be classified as a _____ copy.

Accepted Answer

A)  narrative 
B)  comical 
C)  humorous 
D)  device 
E)  hyperbolic 
A)  narrative 
B)  comical 
C)  humorous 
D)  device 
E)  hyperbolic

Question 5

In an ad for the Cuisinart Griddler,for cooking on kitchen countertops,a(n)_____ copy is used,which explains how to use the Griddler and why it is a superior innovation to all other similar products currently on the market.

Accepted Answer

A)  straight-sell 
B)  market-oriented 
C)  sales-oriented 
D)  institutional 
E)  picture-caption 
A)  straight-sell 
B)  market-oriented 
C)  sales-oriented 
D)  institutional 
E)  picture-caption

Question 6

Each advertising message sent by Delta contains the _____,"Good goes around," which is designed to serve as a memorable positioning statement.

Accepted Answer

A)  logo 
B)  tagline 
C)  trademark 
D)  masthead 
E)  signature cut 
A)  logo 
B)  tagline 
C)  trademark 
D)  masthead 
E)  signature cut

Question 7

The way the director and the graphic artists conceptually choose and structure the artistic elements of an ad is called the ad's:

Accepted Answer

A)  slogan. 
B)  style. 
C)  design. 
D)  copy. 
E)  art composition. 
A)  slogan. 
B)  style. 
C)  design. 
D)  copy. 
E)  art composition.

Question 8

The product was a recipe organizer.The agency designed a _____ commercial that identified the problem of trying to find a recipe when it is time to cook the meal.Realistically,it showed every kind of kitchen confusion,then serenity reigning once the recipe organizer was in place.

Accepted Answer

A)  straight presentation 
B)  benefit 
C)  slice-of-life 
D)  narrative 
E)  straight-sell 
A)  straight presentation 
B)  benefit 
C)  slice-of-life 
D)  narrative 
E)  straight-sell

Question 9

List the basic rules of layout that an artist must follow when creating an ad.

Accepted Answer

The basic rules for creating an ad layou

Question 10

GE uses "Imagination at Work" as its slogan.The McGraw-Hill Companies use the slogan "Keeping the world up to speed." Why do these international companies find it necessary to use slogans?

Accepted Answer

A)  To prevent ad obfuscation. 
B)  To ensure the achievement of the advertiser's marketing objectives. 
C)  To create a euphemistic image. 
D)  To provide continuity for an ad campaign. 
E)  To meet standards established by the organizations. 
A)  To prevent ad obfuscation. 
B)  To ensure the achievement of the advertiser's marketing objectives. 
C)  To create a euphemistic image. 
D)  To provide continuity for an ad campaign. 
E)  To meet standards established by the organizations.

Question 11

In terms of the roles of the advertising artists,the roles played by photographers and illustrators are very different.

Accepted Answer

A) True 
 B)False

Question 12

The most effective radio commercials should:

Accepted Answer

A)  use familiar sound effects. 
B)  mention the advertisers only once. 
C)  avoid asking for the order. 
D)  use more adjectives than verbs. 
E)  act as if radio is an international medium. 
A)  use familiar sound effects. 
B)  mention the advertisers only once. 
C)  avoid asking for the order. 
D)  use more adjectives than verbs. 
E)  act as if radio is an international medium.

Question 13

The Delta faucet ad for its line of Victorian bathroom fixtures used a(n)_____ headline which advised consumers to "Get a vintage look without setting foot in an antique store."

Accepted Answer

A)  informative 
B)  subjective 
C)  command 
D)  question 
E)  objective 
A)  informative 
B)  subjective 
C)  command 
D)  question 
E)  objective

Question 14

To be effective,television commercials should:

Accepted Answer

A)  let the audio carry most of the weight. 
B)  avoid the use of demonstrations. 
C)  make the message complex. 
D)  begin at the finish. 
E)  let the pictures speak for themselves. 
A)  let the audio carry most of the weight. 
B)  avoid the use of demonstrations. 
C)  make the message complex. 
D)  begin at the finish. 
E)  let the pictures speak for themselves.

Question 15

The headline for Fresh Step cat litter,"Step into a fresher house" is an example of a benefit headline.

Accepted Answer

A) True 
 B)False

Question 16

In a _____,the artist draws to the actual size of the ad.

Accepted Answer

A)  thumbnail 
B)  mechanical 
C)  creative brief 
D)  rough layout 
E)  comprehensive layout 
A)  thumbnail 
B)  mechanical 
C)  creative brief 
D)  rough layout 
E)  comprehensive layout

Question 17

The art director creates the _____ to present the artistic approach,the action sequences,and the style of the commercial.

Accepted Answer

A)  casting brief 
B)  storyboard roughs 
C)  the visualization board 
D)  the conceptualization board 
E)  the preproduction board 
A)  casting brief 
B)  storyboard roughs 
C)  the visualization board 
D)  the conceptualization board 
E)  the preproduction board

Question 18

Which of the following is NOT a standard subject used by print ads for ad visuals?

Accepted Answer

A)  Public relations 
B)  The package itself 
C)  Negative appeal 
D)  Product comparison 
E)  Testimonials 
A)  Public relations 
B)  The package itself 
C)  Negative appeal 
D)  Product comparison 
E)  Testimonials

Question 19

Slogans serve as brief,repeatable positioning statements.

Accepted Answer

A) True 
 B)False

Question 20

List and briefly describe the six body copy styles described in the text.

Accepted Answer

(a)Straight-sell copy-explains or develo

What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and Cheese It Up"?

The kind of illustration that will be used in an ad is often determined during the conceptualization process.

The ad for Freschetta Frozen Pizza asks,"What's it like to be rolling in dough?" Which copy technique is being used here?

The copy in the ad for La Coruna brand oven,uses exaggeration and word play to explain that for all their culinary masters,there is still one thing the French cannot make in the kitchen and that is a compromise.This copy would be classified as a _____ copy.

In an ad for the Cuisinart Griddler,for cooking on kitchen countertops,a(n)_____ copy is used,which explains how to use the Griddler and why it is a superior innovation to all other similar products currently on the market.

Each advertising message sent by Delta contains the _____,"Good goes around," which is designed to serve as a memorable positioning statement.

The way the director and the graphic artists conceptually choose and structure the artistic elements of an ad is called the ad's:

The product was a recipe organizer.The agency designed a _____ commercial that identified the problem of trying to find a recipe when it is time to cook the meal.Realistically,it showed every kind of kitchen confusion,then serenity reigning once the recipe organizer was in place.

List the basic rules of layout that an artist must follow when creating an ad.

GE uses "Imagination at Work" as its slogan.The McGraw-Hill Companies use the slogan "Keeping the world up to speed." Why do these international companies find it necessary to use slogans?

In terms of the roles of the advertising artists,the roles played by photographers and illustrators are very different.

The most effective radio commercials should:

The Delta faucet ad for its line of Victorian bathroom fixtures used a(n)_____ headline which advised consumers to "Get a vintage look without setting foot in an antique store."

To be effective,television commercials should:

The headline for Fresh Step cat litter,"Step into a fresher house" is an example of a benefit headline.

In a _____,the artist draws to the actual size of the ad.

The art director creates the _____ to present the artistic approach,the action sequences,and the style of the commercial.

Which of the following is NOT a standard subject used by print ads for ad visuals?

Slogans serve as brief,repeatable positioning statements.

List and briefly describe the six body copy styles described in the text.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

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

Relationship Building

Filters

Exam 11: Creative Execution: Art and Copy

What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and Cheese It Up"?

The kind of illustration that will be used in an ad is often determined during the conceptualization process.

The ad for Freschetta Frozen Pizza asks,"What's it like to be rolling in dough?" Which copy technique is being used here?

The copy in the ad for La Coruna brand oven,uses exaggeration and word play to explain that for all their culinary masters,there is still one thing the French cannot make in the kitchen and that is a compromise.This copy would be classified as a _____ copy.

In an ad for the Cuisinart Griddler,for cooking on kitchen countertops,a(n)_____ copy is used,which explains how to use the Griddler and why it is a superior innovation to all other similar products currently on the market.

Each advertising message sent by Delta contains the _____,"Good goes around," which is designed to serve as a memorable positioning statement.

The way the director and the graphic artists conceptually choose and structure the artistic elements of an ad is called the ad's:

The product was a recipe organizer.The agency designed a _____ commercial that identified the problem of trying to find a recipe when it is time to cook the meal.Realistically,it showed every kind of kitchen confusion,then serenity reigning once the recipe organizer was in place.

List the basic rules of layout that an artist must follow when creating an ad.

GE uses "Imagination at Work" as its slogan.The McGraw-Hill Companies use the slogan "Keeping the world up to speed." Why do these international companies find it necessary to use slogans?

In terms of the roles of the advertising artists,the roles played by photographers and illustrators are very different.

The most effective radio commercials should:

The Delta faucet ad for its line of Victorian bathroom fixtures used a(n)_____ headline which advised consumers to "Get a vintage look without setting foot in an antique store."

To be effective,television commercials should:

The headline for Fresh Step cat litter,"Step into a fresher house" is an example of a benefit headline.

In a _____,the artist draws to the actual size of the ad.

The art director creates the _____ to present the artistic approach,the action sequences,and the style of the commercial.

Which of the following is NOT a standard subject used by print ads for ad visuals?

Slogans serve as brief,repeatable positioning statements.

List and briefly describe the six body copy styles described in the text.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

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

Relationship Building

Filters