Exam 9: Creative Execution: Art and Copy

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The best ads focus on one big idea.

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A(n)_____ commercial for an electronic home security system showed a family's home that had been robbed,while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.

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GE uses "Imagination at Work" as its slogan.La-Z-Boy Incorporated uses the slogan "Comfort.It's what we do." Why do these international companies find it necessary to use slogans?

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

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The benefit headline for Pepperidge Farm whole-grain breads reads,"The bread you love does your heart good".

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What is the difference between a rough layout and a thumbnail sketch?

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List the three reasons why art directors use layouts.

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Selecting the focus of an advertising visual is an important step in the creative process.Which of the following is LEAST likely to be the focus for an ad visual?

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Brighton is a purse manufacturer that developed a line of red,heart-shaped purses to sell on Valentine's Day.The headline of the ad in which the purses were introduced read,"Share your heart!" Brighton used a(n)_____ headline.

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List and briefly describe the five common body copy styles for print advertising.

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Name any four rules of the layout that an artist must follow when creating an ad.

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In the ____,which is drawn to the size of the actual advertisement,the headlines and subheads are lettered in,the intended illustrations and photographs are sketched in,and the body copy is simulated by using pencil lines.

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A French manufacturer of riding equipment that uses translators to translate its advertising from French to Japanese should:

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Designing ads for the Internet uses the identical skills required for advertising in print and broadcast media.

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

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Commercials for Lamisil,a prescription medicine,feature an evil animated foot fungus that stands in front of a big toe and explains that all he wants to do is to get into your nail bed.This is an example of animation.

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A dummy is a rough,rapidly produced pencil sketch that is used for trying out ideas.

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Another name for the poster-style format is the storyboard layout.

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The bottom of an advertisement for Horizon brand organic milk asks readers to visit http://www.horizonorganic.com/DHA to learn more about why you should drink organic milk.This is an example of a(n):

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The most effective radio commercials should:

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