Exam 9: Creative Execution: Art and Copy

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

A(n)_____ is a visual image of some idea or thing that can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

An ad for Pûr water filters has a photo which shows a woman enjoying a glass of water from her Pûr 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."

An animatic is:

All that appears on a typical radio script is the ad dialog.

The headline reads,"Everybody worries about the cost of fuel.Falcon airplane owners worry 20 to 60 percent less," and the _____ copy explains the fuel economy achieved by owners of this brand of small airplane.

List the eight basic formats for radio and TV commercials.

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.

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

Effective Web sites should always offer:

What is the copywriter's role in creating a broadcast commercial?

For which of the following projects would an ad agency be MOST likely to develop a dummy?

The ad for Freschetta frozen pizza asks,"What's it like to be rolling in dough?" Which copy technique was the ad's copywriter using?

Which of the following statements about subheads is true?

How does the layout of an advertisement help ensure its success?

A(n)_____ is an overall orderly arrangement of all the format elements of a print ad.

The headline for an ad for Swanson's chicken broth reads,"Make chicken soup as good as grandma's." This headline is not only a command headline,but it is also designed to be a(n)_____ headline.

John Slack is a noted equestrian and a World Champion rider.He appeared in a _____ commercial to tell other horse lovers about the Purina Mills Equine Education Series,which provides advice on your horse's care and training.

The _____ on Pepperidge Farm whole grain breads informs customers that the bread is certified to provide heart-healthy nutritional benefits by the American Heart Association,an independent organization.

In terms of the roles of the advertising artists,the roles played by photographers and illustrators are very different.