Exam 9: Creative Execution: Art and Copy

A television commercial shows Finishing Touch Hair Remover,an electric hair trimmer designed for "sensitive areas." The ad shows various women shaving their face.This commercial is an example of a(n)_____ commercial.

Slogans serve as brief,repeatable positioning statements.

Which of the following statements about comprehensive layouts or comps is true?

Effective television commercials should:

In an ad for the Fidelity Investment Bank,_____ copy is used,which explains how to create your own IRA account and to get the maximum benefits from it.

Gevalia makes an expensive brand of coffee.What advertising term would you use to describe Gevalia's collect call number,which is 1-800-GEVALIA?

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

An ad for the retailer Coldwater Creek does not promote the clothing the store chain sells. Rather the ad was designed to promote the Susan G. Komen Breast Cancer Race for the Cure. The _____ copy in this ad described how important it was for women to receive annual mammograms and support breast cancer research.

The _____ commercial is the oldest and simplest type of television commercial to produce.

_____ copy depends on wordplays,humor,poetry,rhymes,great exaggeration,gags,and other tricks.

Another name for the poster-style format is the:

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):

Ideally,headlines communicate the complete selling idea.

A _____ is the term for the words in the leading position of an advertisement.These words are usually in larger type than the rest of the ad.

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

Many experts believe that headlines with 10 words or more gain greater readership.

Taco Bell fast-food restaurants introduced its new menu "to keep your wallet and your stomach full." The ads featured people exiting Taco Bell and proclaiming,"I'm full!" What type of a television commercial is this an example of?

Slice-of-life television commercials often incorporate ____,which are defined as devices,often gimmicks,used to assist the viewer's memory.

Cargill,Incorporated is a privately held,multinational corporation.Its business activities include purchasing,processing,and distributing grain and other agricultural commodities,and the manufacture and sale of livestock feed and ingredients for processed foods and pharmaceuticals.In 2007,Cargill launched an ad campaign in which it used advertising in business publications to extol its virtues.In other words,Cargill used _____ copy in its print ads.

What are the two columns in a TV script?