Question 1

Print advertising uses many standard subjects for ad visuals.List five of them.

Accepted Answer

Print advertising uses many standard sub

Question 2

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

Accepted Answer

A) Introduction 
B) Trial close 
C) A stimulus-response component 
D) A visual 
E) Exterior paragraphs of the body copy 
A) Introduction 
B) Trial close 
C) A stimulus-response component 
D) A visual 
E) Exterior paragraphs of the body copy

Question 3

The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."

Accepted Answer

A) news/information 
B) provocative 
C) command 
D) question 
E) benefit 
A) news/information 
B) provocative 
C) command 
D) question 
E) benefit

Question 4

Unlike print ads,broadcast commercials do not use a format or layout.

Accepted Answer

A) True 
 B)False

Question 5

What are the four basic format elements used to construct long ad copy?

Accepted Answer

The four basic format elements

Question 6

Which of the following statements about developing copy for radio advertising is true?

Accepted Answer

A) The radio scripts given to the announcers do not contain information about any sound effects that might be used in the ad. 
B) The copy used in radio scripts must never be intrusive. 
C) One of the most challenging aspects of writing for broadcast media is making the script fit the time slot. 
D) The primary determinant to whether an individual actually listens to radio copy is the time of day the ad is run. 
E) The scene should be set quickly to establish the premise. 
A) The radio scripts given to the announcers do not contain information about any sound effects that might be used in the ad. 
B) The copy used in radio scripts must never be intrusive. 
C) One of the most challenging aspects of writing for broadcast media is making the script fit the time slot. 
D) The primary determinant to whether an individual actually listens to radio copy is the time of day the ad is run. 
E) The scene should be set quickly to establish the premise.

Question 7

The kind of picture to be used in an ad is often determined during the conceptualization process.

Accepted Answer

A) True 
 B)False

Question 8

When designing ads for use in other countries,the art director must be familiar with each country's artistic preferences and peculiarities.

Accepted Answer

A) True 
 B)False

Question 9

An effective headline should:

Accepted Answer

A) present the complete selling idea. 
B) engage the audience. 
C) lead the reader directly into the body copy. 
D) attract attention to the advertisement. 
E) engage the reader slowly. 
A) present the complete selling idea. 
B) engage the audience. 
C) lead the reader directly into the body copy. 
D) attract attention to the advertisement. 
E) engage the reader slowly.

Question 10

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

Accepted Answer

Advertisers should follow some basic rul

Question 11

The storyboard is only an approximation of the final commercial.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A command headline s

Question 13

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

Accepted Answer

Traditionally,the ads that sco

Question 14

Thumbnail sketches:

Accepted Answer

A) are small mock-ups of dummy point-of-purchase displays. 
B) refer to the results of market tests for proposed ad campaigns. 
C) are very small,rough,rapidly produced drawings used to try out ideas during the conceptual phase of the design process. 
D) refer to each individual frame in a storyboard. 
E) are mock-ups of comparable ads that competitors are using and are provided by the agency. 
A) are small mock-ups of dummy point-of-purchase displays. 
B) refer to the results of market tests for proposed ad campaigns. 
C) are very small,rough,rapidly produced drawings used to try out ideas during the conceptual phase of the design process. 
D) refer to each individual frame in a storyboard. 
E) are mock-ups of comparable ads that competitors are using and are provided by the agency.

Question 15

How the director and the graphic artists (or graphic designer)conceptually choose and structure the artistic elements of an ad is called the ad's:

Accepted Answer

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

Question 16

The work of the copywriter and the art director is always subject to approval.The larger the agency and the larger the client,the more difficult the approval process becomes.What is the biggest challenge of the approval process for the copywriter and the art director?

Accepted Answer

Keeping the approver

Question 17

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

Accepted Answer

For best results,company signa

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

According to the principles guiding how ads should be laid out?

Accepted Answer

A) no element of the ad should dominate. 
B) the ad should appear unusual and asymmetrical to create eye appeal. 
C) the space within the ad should be broken into asymmetrical units. 
D) a directional pattern should be evident so that readers know in what sequence to read. 
E) there should be a force that holds the ad together and gives it variation. 
A) no element of the ad should dominate. 
B) the ad should appear unusual and asymmetrical to create eye appeal. 
C) the space within the ad should be broken into asymmetrical units. 
D) a directional pattern should be evident so that readers know in what sequence to read. 
E) there should be a force that holds the ad together and gives it variation.

Question 20

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

Accepted Answer

A) language. 
B) trade barriers. 
C) cultural biases. 
D) media. 
E) acculturation capabilities. 
A) language. 
B) trade barriers. 
C) cultural biases. 
D) media. 
E) acculturation capabilities.

Print advertising uses many standard subjects for ad visuals.List five of them.

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

The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."

Unlike print ads,broadcast commercials do not use a format or layout.

What are the four basic format elements used to construct long ad copy?

Which of the following statements about developing copy for radio advertising is true?

The kind of picture to be used in an ad is often determined during the conceptualization process.

When designing ads for use in other countries,the art director must be familiar with each country's artistic preferences and peculiarities.

An effective headline should:

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

The storyboard is only an approximation of the final commercial.

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

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

Thumbnail sketches:

How the director and the graphic artists (or graphic designer)conceptually choose and structure the artistic elements of an ad is called the ad's:

The work of the copywriter and the art director is always subject to approval.The larger the agency and the larger the client,the more difficult the approval process becomes.What is the biggest challenge of the approval process for the copywriter and the art director?

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

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

According to the principles guiding how ads should be laid out?

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

The Evolution of Advertising

The Economic,Social,and Regulatory Aspects of Advertising

The Business of Advertising

Segmentation,Targeting,and the Marketing Mix

Communication and Consumer Behavior

Out-Of-Home, Direct Mail, and Specialty Advertising

Marketing,Advertising and IMC Planning

Creating ADS: Strategy and Process

Producing ADS

Print Advertising

Electronic Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct Mail, and Specialty Advertising

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters

Exam 9: Creative Execution: Art and Copy

Print advertising uses many standard subjects for ad visuals.List five of them.

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

The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."

Unlike print ads,broadcast commercials do not use a format or layout.

What are the four basic format elements used to construct long ad copy?

Which of the following statements about developing copy for radio advertising is true?

The kind of picture to be used in an ad is often determined during the conceptualization process.

When designing ads for use in other countries,the art director must be familiar with each country's artistic preferences and peculiarities.

An effective headline should:

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

The storyboard is only an approximation of the final commercial.

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

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

Thumbnail sketches:

How the director and the graphic artists (or graphic designer)conceptually choose and structure the artistic elements of an ad is called the ad's:

The work of the copywriter and the art director is always subject to approval.The larger the agency and the larger the client,the more difficult the approval process becomes.What is the biggest challenge of the approval process for the copywriter and the art director?

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

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

According to the principles guiding how ads should be laid out?

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

The Evolution of Advertising

The Economic,Social,and Regulatory Aspects of Advertising

The Business of Advertising

Segmentation,Targeting,and the Marketing Mix

Communication and Consumer Behavior

Out-Of-Home, Direct Mail, and Specialty Advertising

Marketing,Advertising and IMC Planning

Creating ADS: Strategy and Process

Producing ADS

Print Advertising

Electronic Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct Mail, and Specialty Advertising

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters