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.

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

Which term refers to an overall orderly arrangement of all the elements of an ad?

In a print ad, the _____ is a bridge between the headline and the sales ideas presented in the text.

Commercials for Lamisil, a prescription medicine, feature an evil animated foot fungus that stands in front of a big toe and explains that all he wants to do is to get into your nail bed. This is an example of animation.

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.

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.

An ad for Sensodyne toothpaste reads "What worries your dentist more, chocolate or a slice of lemon?" This is an example of a command headline.

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.

Research shows that readership increases considerably if an ad contains more than 50 words.

Effective television commercials should most likely:

Brighton is a purse manufacturer that developed a line of red, heart-shaped purses to sell on Valentine's Day. The headline of the ad in which the purses were introduced read, "Share your heart!" Brighton used a(n) _____ headline.

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

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

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

GE uses "Imagination at Work" as its slogan. La-Z-Boy Incorporated uses the slogan "Comfort. It's what we do." Why do these companies most likely use slogans?

List the three reasons why art directors use layouts.

Designing ads for the Internet uses the identical skills required for advertising in print and broadcast media.

Ideally, headlines communicate the complete selling idea and engage the reader quickly.

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