Exam 11: Creative Execution: Art and Copy

A _____ commercial for the Pentax waterproof point'-n-shoot digital camera showed how the camera survived when a toddler grabbed the camera and dropped it into her grungy bathwater.

Another name for the poster-style format is the:

Many of the cable TV commercials used for promoting debt consolidation plans use a spokesperson to communicate the sales message.Because they are quick and simple to produce,these _____ commercials are popular ways to reach the companies' target audience.

In an advertisement in print media,the _____ is a bridge between the headline,the subheads,and the sales ideas presented in the text.

What are the four basic rules for using translators in designing ads for international markets?

Which of the following is NOT a reason to use visuals in print ads?

What is the oldest and simplest type of television commercial?

After conceptualization,the primary responsibility of the art director is to:

When designing the initial ad layout,the creative team must be very sensitive to the desired image of the product or business.

Which of the following is a basic element in the construction of a body copy?

What type of format traditionally produces the highest level of recall?

The most important consideration for copywriters and creative directors who are trying to develop an ad campaign for a foreign market is:

Research shows that readership increases considerably if ads contain more than 50 words.

An ad for PUR water filters has a photo which shows a woman enjoying a glass of water from her PUR water filter while her dog is on the counter gnawing on a freshly cooked turkey.The _____ copy under the picture begins with the following statement: "The only thing you'll notice is how great it tastes."

Writing for radio requires clearer copywriting than writing done for any other media.

Many experts believe that headlines with ten words or more gain greater readership.

Which of the following statements about subheads is true?

The headline for an ad for Aetna Insurance,"Choose a hospital based on information,not just location" is an example of a benefit headline.

The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.

A commercial for Baileys Irish Cream,a liqueur,shows young sophisticates in a party-like atmosphere enjoying each other's company and drinking the liqueur.This commercial uses: