Question 1

Which statement about writing radio copy is most likely true?

Accepted Answer

A)  Radio scripts resemble three-column lists. 
B)  The copy used in radio scripts must never be intrusive. 
C)  A 30 second ad should contain between 60 and 70 words. 
D)  A 60 second ad should contain between 150 and 200 words. 
E)  Sound effects are considered outdated and unprofessional in radio ads. 
A)  Radio scripts resemble three-column lists. 
B)  The copy used in radio scripts must never be intrusive. 
C)  A 30 second ad should contain between 60 and 70 words. 
D)  A 60 second ad should contain between 150 and 200 words. 
E)  Sound effects are considered outdated and unprofessional in radio ads.

Question 2

The best ads focus on one big idea.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

The four basic format elements

Question 4

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

Accepted Answer

Headlines may be classified by the type

Question 5

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

Accepted Answer

A)  At the comp stage, all visuals are in final form. 
B)  Comps are generally simplistic and quickly done. 
C)  Headlines and subheads are hand-lettered on a comp. 
D)  Comps present the handheld look and feel of a brochure. 
E)  The body copy on a comp is simulated by using pencil lines. 
A)  At the comp stage, all visuals are in final form. 
B)  Comps are generally simplistic and quickly done. 
C)  Headlines and subheads are hand-lettered on a comp. 
D)  Comps present the handheld look and feel of a brochure. 
E)  The body copy on a comp is simulated by using pencil lines.

Question 6

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:

Accepted Answer

A)  animation. 
B)  a soft sell. 
C)  a lifestyle technique. 
D)  silent testimonials. 
E)  a narrative technique. 
A)  animation. 
B)  a soft sell. 
C)  a lifestyle technique. 
D)  silent testimonials. 
E)  a narrative technique.

Question 7

What are the two columns in a TV script?

Accepted Answer

In a TV two-column f

Question 8

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?"

Accepted Answer

A)  informative 
B)  question 
C)  command 
D)  imperative 
E)  benefit 
A)  informative 
B)  question 
C)  command 
D)  imperative 
E)  benefit

Question 9

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

Accepted Answer

A)  affirmation. 
B)  directive. 
C)  subhead. 
D)  byline. 
E)  caption. 
A)  affirmation. 
B)  directive. 
C)  subhead. 
D)  byline. 
E)  caption.

Question 10

The Progressive Insurance commercials that feature the character of Flo discussing the firm's insurance products are presenter commercials.

Accepted Answer

A) True 
 B)False

Question 11

The visual in an advertisement should identify the brand and capture the reader's attention.

Accepted Answer

A) True 
 B)False

Question 12

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 13

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

Accepted Answer

A)  tagline 
B)  logo 
C)  trademark 
D)  masthead 
E)  signature cut 
A)  tagline 
B)  logo 
C)  trademark 
D)  masthead 
E)  signature cut

Question 14

The key to effective slice-of-life commercials is an effective jingle.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following statements about subheads is most likely true?

Accepted Answer

A)  Subheads should appear in the same size font as the headline. 
B)  Subheads always appear below the headlines. 
C)  A subhead that appears above the headline is called a reconnaissance. 
D)  Subheads should contain facts even more dramatic than the headline. 
E)  Subheads are longer and more like sentences than headlines. 
A)  Subheads should appear in the same size font as the headline. 
B)  Subheads always appear below the headlines. 
C)  A subhead that appears above the headline is called a reconnaissance. 
D)  Subheads should contain facts even more dramatic than the headline. 
E)  Subheads are longer and more like sentences than headlines.

Question 16

The most effective radio commercials should:

Accepted Answer

A)  use familiar sound effects. 
B)  mention the advertiser's name only once. 
C)  avoid asking for the order. 
D)  use more adjectives than verbs. 
E)  act as if radio is an international medium. 
A)  use familiar sound effects. 
B)  mention the advertiser's name only once. 
C)  avoid asking for the order. 
D)  use more adjectives than verbs. 
E)  act as if radio is an international medium.

Question 17

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.

Accepted Answer

A)  mock-up 
B)  thumbnail sketch 
C)  dummy 
D)  rough 
E)  draft copy 
A)  mock-up 
B)  thumbnail sketch 
C)  dummy 
D)  rough 
E)  draft copy

Question 18

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

Accepted Answer

Common copy styles include straight sell

Question 19

Slogans serve as brief, repeatable positioning statements.

Accepted Answer

A) True 
 B)False

Question 20

Which term refers to a highly influential group of heavy Internet users who frequently share their opinions about brands and products with others?

Accepted Answer

A)  E-marketer 
B)  Blogger 
C)  E-fluential 
D)  Hacker 
E)  Icon 
A)  E-marketer 
B)  Blogger 
C)  E-fluential 
D)  Hacker 
E)  Icon

Which statement about writing radio copy is most likely true?

The best ads focus on one big idea.

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

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

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

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:

What are the two columns in a TV script?

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?"

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

The Progressive Insurance commercials that feature the character of Flo discussing the firm's insurance products are presenter commercials.

The visual in an advertisement should identify the brand and capture the reader's attention.

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:

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

The key to effective slice-of-life commercials is an effective jingle.

Which of the following statements about subheads is most likely true?

The most effective radio commercials should:

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.

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

Slogans serve as brief, repeatable positioning statements.

Which term refers to a highly influential group of heavy Internet users who frequently share their opinions about brands and products with others?

The Evolution of Advertising

The Environment of Advertising

The Business of Advertising

Segmentation, Targeting, and the Marketing Mix

Communication and Consumer Behavior

Account Planning and Research

Marketing, Advertising, and Imc Planning

Creating Ads: Strategy and Process

Print Advertising

Broadcast, Cable, and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct-Mail, and Promotional Products

Media Planning and Buying

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

IMC: Public Relations, Sponsorship, and Corporate Advertising

Producing ADS

Filters

Exam 9: Creative Execution: Art and Copy

Which statement about writing radio copy is most likely true?

The best ads focus on one big idea.

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

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

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

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:

What are the two columns in a TV script?

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?"

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

The Progressive Insurance commercials that feature the character of Flo discussing the firm's insurance products are presenter commercials.

The visual in an advertisement should identify the brand and capture the reader's attention.

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:

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

The key to effective slice-of-life commercials is an effective jingle.

Which of the following statements about subheads is most likely true?

The most effective radio commercials should:

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.

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

Slogans serve as brief, repeatable positioning statements.

Which term refers to a highly influential group of heavy Internet users who frequently share their opinions about brands and products with others?

The Evolution of Advertising

The Environment of Advertising

The Business of Advertising

Segmentation, Targeting, and the Marketing Mix

Communication and Consumer Behavior

Account Planning and Research

Marketing, Advertising, and Imc Planning

Creating Ads: Strategy and Process

Print Advertising

Broadcast, Cable, and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct-Mail, and Promotional Products

Media Planning and Buying

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

IMC: Public Relations, Sponsorship, and Corporate Advertising

Producing ADS

Filters