Exam 11: Creative Execution: Art and Copy

Ads for Travelers Insurance feature an umbrella,which represents the protection provided by the company.Because this image cuts across national boundaries and is readily understood in other countries,the umbrella can be called a(n):

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

For best results,where in the print ad should advertisers place their company logo or signature?

The additional smaller headline that generally appears below the main headline is called a(n):

A full-page ad for BR111,a company that manufactures exotic hardwood flooring,shows an elegantly dressed woman admiring her beautiful new wood floor.The only copy on the page is the company's logo and its Web address.This is an example of a(n)_____ copy.

To be effective,television commercials should:

Mechanicals are:

The headline for a product design company reads,"What do Acenti lighting controls,the Motorola RAZR,and Apple iPod have in common?" This headline is not only a provocative headline,but it is also an example of a(n)_____ headline.

National flags are nonverbal signals that stir patriotic emotions,thoughts,and actions.

Printers often refer to pasteups and mechanicals as camera-ready art.

List and briefly describe the four basic forms of headlines described in the text.

What is the biggest challenge of the approval process for the copywriter and the art director?

People tend to read every word on a Web site so it is important that the writing be effective.

What two types of artists are responsible for the visuals used in print advertising?

An ad for Asian Sensations' newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.

An animatic is:

For which of the following projects would an ad agency be most likely to develop a dummy?

A company that wanted to use an emotional appeal to consumers would most likely use a(n)_____ copy.

The key to effective slice-of-life commercials is to focus on multiple product benefit and complexity.

John Slack is a noted equestrian and a World Champion rider.He appeared in a _____ commercial to tell other horse lovers about the Purina Mills Equine Education Series,which provides advice on your horse's care and training.