Exam 9: Creative Execution: Art and Copy

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

Imagine you are creating a commercial for a hybrid car and need background music.What are the three sources you can use to locate the appropriate music? Which method would most likely be the least expensive?

The headline for the Land O'Lakes butter ad reads,"What if you could taste sunshine?" This headline is not only a question headline,but it is also designed to be a(n)_____ headline.

During the 2008 Super Bowl,SoBe ran a commercial for its SoBe Life Water,a new product.The ad featured a model and hundreds of geckos.Because Geico has made such good use of the gecko in its advertising,many viewers actually thought the ad was for insurance instead of a new drink.In this case,the SoBe commercial acted as a _____ for the insurance provider.

The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n)______;it triggers instant recall of the product.

An ad for Sensodyne toothpaste has the following example of a question and provocative headline: "What worries your dentist more,chocolate or a slice of lemon?"

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

Traditional mechanicals are:

Campbell's Soup uses the slogan or ____,"M'm! M'm! Good!"

The key to effective slice-of-life commercials is realism.

Banner advertising is the dominant approach used in Internet advertising.

What kind of headlines makes a direct promise to the reader?

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

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

Advertising critics universally extol the virtues of institutional advertising.

The layout for the script of a television commercial is first seen as a ____,a series of frames or pictures that correspond to the commercial.

When Crate & Barrel began carrying a line of cookware created specifically for the retailer by well-known designer Michael Graves,its ads used the following _____ headline: "Can a great designer make a great cook?"

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

The Snuggle bear appears as the spokesperson in the demonstration commercial format used by Snuggle fabric softener.

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