Deck 6: Design, Layout, and Production

Question 1

A bleed page in magazine advertising refers to when

A) the white space extends to the edge of the page
B) the coloured background extends to the edge of the page
C) the colour bleeds into white
D) the flow is affected by the colour
E) there is an error in printing

Answer 1

B

Question 2

Generally speaking, the use of colour in an ad

A) grabs attention
B) has no effect on readership
C) lowers product awareness
D) is too expensive for most budgets
E) distracts readers

Answer 2

A

Question 3

"Layout" refers to

A) the cost of producing an ad
B) thumbnail sketches
C) the illustration in an ad
D) the design and orderly formation of the various elements of an ad
E) longer production times

Answer 3

D

Question 4

One purpose of a signature is to

A) capture the reader's attention
B) position the product in the customer's mind
C) provide more information
D) keep body copy short
E) integrate the headline with the illustration

Question 5

White space is

A) the part of the advertisement that is not occupied by other elements
B) the margins around an advertisement
C) the area where the visual goes
D) part of a black and white advertisement
E) the area where the text goes

Question 6

An approach in which body copy has a beginning, middle and an end is called

A) one line
B) bullet-point
C) a signature
D) story
E) a subhead

Question 7

A headline for C-I-L Golfgreen lawn fertilizer reads "Instant Greenification." This is an example of a

A) question headline
B) news headline
C) promise-of-benefit headline
D) curiosity headline
E) command headline

Question 8

The final copy element in a print ad is also known as

A) the signature
B) the reason why copy
C) the dialogue line
D) the narrative copy
E) the short copy

Question 9

Visa's headline, "Introducing the new generation of debt" is an example of a

A) curiosity headline
B) news headline
C) promise-of-benefit headline
D) subheadline
E) command headline

Question 10

In traditional print advertising, the central idea is conveyed primarily through

A) the body text
B) the size of the ad
C) the headline and visual illustrations
D) the art work
E) the choice of media

Question 11

Budweiser's headline "Hockey will never be the same" is an example of a

A) news headline
B) curiosity headline
C) command headline
D) promise-of-benefit headline
E) question headline

Question 12

The body copy is the part of the advertisement that

A) is the narrative style copy
B) is the proof of promise or product claim
C) is the final copy element of the advertisement
D) includes the 1-800 number
E) provides the balance for the advertisement

Question 13

Flow refers to

A) the movement of the reader's eye
B) the flow of white space
C) the rate of art work from the creative team
D) the time frame for the media campaign
E) the flow of product from the client

Question 14

Balance refers to

A) the use of left and right side
B) the use of black and white
C) the use of colour
D) the flow of the advertisement
E) the use of various media

Question 15

The primary purpose of the headline is to

A) command the reader's attention
B) tell what product is for sale
C) support the company's brand
D) entertain the reader
E) educate the reader

Question 16

Spot colour attracts attention

A) only in a full-page ad
B) only for internet ads
C) but requires longer production time
D) in black and white mediums
E) when it bleeds

Question 17

Short copy is most appropriate for

A) narrative copy
B) endorsement advertising
C) image advertising
D) reason-why copy
E) testimonial advertising

Question 18

Nike's "Just do it" is an example of

A) a headline
B) body copy
C) a subhead
D) a signature
E) short copy

Question 19

The art director develops thumbnail sketches, which are

A) small, experimental drawings of design concepts
B) ads in which the background extends to the page edge
C) highly refined facsimiles of the finished ad
D) ads that are balanced from left to right
E) actual size drawings of an ad

Question 20

In this type of layout, the copy dominates one side of the ad and the picture dominates the other

A) insert layout
B) horizontal split
C) vertical split
D) poster
E) multiple illustration

Question 21

The type of layout that is least likely to have a lot of illustrations is the

A) horizontal split
B) long copy
C) poster
D) insert
E) vertical split

Question 22

Insert layouts are commonly used to

A) emphasize the product or package
B) allow for long copy layouts
C) create picture-dominant ads
D) make the best use of white space
E) present rough ideas to a client

Question 23

The most widely used form of direct-response advertising is

A) telemarketing
B) magazines and newspapers
C) direct mail
D) direct-response television
E) direct-response radio

Question 24

Direct-response communication

A) can only be used in print communications
B) doesn't require specific objectives
C) is a one-on-one type of communication
D) is used mainly to influence last-minute choices between comparable brands
E) is called a personality announcement

Question 25

A research study conducted by Perception Research Services states that individuals who see an outdoor board are likely to be drawn to the name of the product. This has been measured at

A) 45%
B) 81%
C) 68%
D) 75%
E) 52%

Question 26

When it comes to the point-of-purchase industry's "four I's", identification means

A) the overall impression must be relevant to the customer
B) the display must generate immediate impact
C) the brand must be boldly displayed
D) the display must include a reason to buy
E) the display must encourage impulse buying

Question 27

Exterior transit advertising reaches pedestrians and travellers in other vehicles, so the advertising must consist of

A) corporate advertising
B) a vertical split
C) bold type, punchy copy
D) black and white photography
E) a long copy

Question 28

The type of layout that relies almost entirely on visual presentation is called the

A) horizontal split
B) poster
C) insert
D) vertical split
E) multiple illustration

Question 29

Personality announcements in radio offers a good strategy because

A) it works well with television advertising
B) it enables the announcer to deliver the announcement using their own personal style
C) it leaves the advertising totally under the control of the client
D) it offers better credibility than other forms of radio advertising

Question 30

In a TV commercial, the voiceover and action should be focused squarely on

A) the story board
B) any special effects
C) the audience
D) the call to action
E) the product

Question 31

To ensure unity, a television commercial must

A) last 60 seconds
B) employ special effects
C) involve animation
D) integrate audio and video
E) flow logically

Question 32

The sections of a television commercial are typically divided into

A) spaces of various size
B) an opening, a middle, and a closing
C) public and government networks
D) 6 sections
E) 15, 30 and 60 second sections

Question 33

Out-of-home advertising is the current term for

A) small home-based advertising agencies
B) point-of-purchase advertising
C) businesses run from home
D) small catalogues
E) outdoor posters, transit ads, outdoor digital displays and mural ads

Question 34

With interior transit advertising, the consumer has more time to read the advertisement, as the average commuting time in subways in Canadian markets larger than 1 million people is

A) 18 minutes
B) 10 minutes
C) 28 minutes
D) 44 minutes
E) 35 minutes

Question 35

A research study showed that 75% of all people who see an outdoor board are drawn to

A) the visual
B) the call to action
C) the size of the letters
D) the name of the product
E) the product packaging

Question 36

Billboard advertising is more successful if

A) all the space is utilized to deliver high levels of detail about a product
B) it is considered the main medium of advertising, where other forms like television and radio are used to complement the billboard message
C) the imagery is bold and simple and can be seen as far as 200 meters away
D) images are limited to only one or two complementary colours

Question 37

The envelope in direct mail advertising must functions like

A) the middle in television commercials
B) the end section of television commercials
C) a story board
D) the copy of a print ad
E) the headline in print advertising

Question 38

Advertisers generally use existing or original music for a TV commercial to

A) ensure the ad is balanced
B) ensure the ad has unity
C) grab the viewer's attention
D) help TV ads compete with radio
E) liven up a boring script

Question 39

Simplicity is the key to good advertising. The key to good outdoor advertising is

A) multiple illustrations
B) lots of white space
C) telegraphic simplicity
D) photography
E) reason-why copy

Question 40

Point-of-purchase advertising

A) promises a reward
B) presents the selling proposition logically
C) encourages impulse buying and last-minute choices
D) invites the reader into the scene
E) encourages comparison shopping

Question 41

Viral marketing encourages the receiver of a message to

A) make an immediate response
B) purchase cold medication
C) send a reply back to the sender
D) pass the message along
E) make repeat visits to a company's website

Question 42

Web design is a combination of design features and

A) emotional experiences
B) formal writing styles
C) the web browser
D) banner ads
E) traditional communications

Question 43

The style of banner ad appearing as a rectangular box or column down the side of a page is known as

A) column
B) straight announcement
C) rich media
D) skyscraper
E) window ad

Question 44

In this type of radio commercial, the message simply states the facts:

A) real situation
B) slice of life
C) straight announcement
D) personality
E) musical

Question 45

"Talking head" type commercials have proven to be a very effective technique in convincing customers of the merits of a product. This technique uses

A) testimonials
B) live action
C) musical commercials
D) demonstrations
E) animation

Question 46

One of the factors that can add to the cost of producing a television commercial includes

A) media costs
B) additional storyboards
C) additional research
D) travel to distant locations
E) script rewrites

Question 47

Many practitioners suggest that during a 30-second radio commercial, the brand or company name should be mentioned this many times:

A) 6
B) 5
C) 2
D) 4
E) 3

Question 48

The most common form of advertising on the internet is the

A) banner ad
B) navigation ad
C) animation ad
D) slice-of-life ad
E) feature ad

Question 49

The objective of a direct-response television commercial is to

A) catch a wider target audience
B) capture candid responses from the television studio audience
C) provide visuals that print ads can't
D) create awareness
E) initiate immediate action from the customer

Question 50

In the type of radio ad called a "personality announcement," the advertiser gives up control of

A) when the ad is played
B) which product benefits are included in the ad
C) how often the ad is played
D) the commercial delivery
E) the advertising budget

Question 51

The agency typically solicits estimates from commercial production companies who are interested in producing the commercial. This is the

A) 2nd of 5 separate stages
B) first of 5 separate stages
C) first of 4 separate stages
D) last of 4 separate stages
E) the 3rd stage

Question 52

Recently, the 15-second TV commercial has become more popular with advertisers because

A) today's people have shorter attention spans
B) it saves money on media time
C) it's easier to fit a message into 15 seconds
D) 15-second ads have more impact
E) 15-second ads are better-suited to special effects

Question 53

Traditional media are considered static while the internet is considered

A) dynamic
B) static also
C) urgent
D) inert
E) focused

Question 54

Rich media are ads that

A) are less costly
B) include animation, sound, video and interactivity
C) include colour photographs
D) have surround sound
E) use high definition

Question 55

The post-production stage of the commercial involves

A) the analysis of the consumer reaction
B) the client's reaction to the finished commercial
C) all other media
D) an analysis of the media costs
E) putting the commercial together

Question 56

On the web, people sweep the text in a pattern roughly shaped like a(n)

A) box
B) rectangle
C) F
D) A
E) circle

Question 57

Testimonials in commercials can come from a variety of sources, including

A) celebrities
B) animated characters like the Pillsbury Doughboy
C) products
D) hit music
E) famous athletes

Question 58

To be successful, a direct-response commercial must incorporate

A) sound effects and fast action
B) a celebrity spokesperson
C) a strong offer
D) high-pressure tactics
E) brand names

Question 59

The style of TV ad that is most likely to show a product being associated with a particular lifestyle is

A) demonstration ad
B) slice of life ad
C) testimonial
D) celebrity endorsement
E) YouTube

Question 60

A radio script includes

A) conversation, sound effects and voice-over
B) conversation only
C) cost of production
D) name of the announcer
E) name of the actor reading the script

Question 61

When it comes to television, a weak concept can be saved at the editing stage.

Question 62

According to David Ogilvy, ten times as many people read the headline of an ad compared to the body copy.

Question 63

Copy and illustrations for interior transit advertising can be detailed.

Question 64

Subheadlines are a mandatory component of a print ad.

Question 65

The insert layout is a visual illustration.

Question 66

Video advertising is not for traditional-style advertisers who use television.

Question 67

In print advertising, the central idea is primarily conveyed through the headline and visual illustration.

Question 68

Colour has no impact on how many people read an ad.

Question 69

Words like "New!" or "Introducing" are often used in news headlines.

Question 70

Unity refers to the blending of all elements of an ad to create a complete impression.

Question 71

The Pine-Sol Television commercial in which the dog jumps off the kitchen table when his owners come home showed a good opening, middle and closing.

Question 72

Few ads in magazines are bleeds.

Question 73

A signature and a tagline are the same thing.

Question 74

Full-page ads receive more readership than fractional-page ads.

Question 75

Short copy is most appropriate for image advertising.

Question 76

The most critical decision for a radio commercial is casting the voice-over.

Question 77

Out-of-home advertising is often seen as a complementary medium.

Question 78

White space is the border of a bleed ad.

Question 79

Thumbnail sketches are drawn after the rough art has been approved.

Question 80

A direct mail piece should include multiple pieces in the mailing.