Deck 11: Executing the Creative

Question 1

Clichés and well-known phrases may reflect how people really talk, but in ad copy they send the signal that the product is bland, stale, old-fashioned, or offers nothing new.

Answer 1

True

Question 2

The three primary visual elements of a print advertisement are illustration, design, and layout.

Answer 2

True

Question 3

In very large print, centered at the top of the magazine page, is just the word "COAST." A short block of copy and photo complete the ad for Coast bar soap.This one-word headline is designed simply to identify the brand and reinforce brand-name recognition.

Answer 3

True

Question 4

A man turns on a spigot, splashes hot water into a sink, squirts Joy liquid into a dishpan full of glassware, swirls a cloth around, and brings out sparkling glasses.He then begins talking with someone off-camera about how good the glasses will look for tonight's party and how great Joy works.The strong visual effect demonstrates that, on television, words do not stand alone.

Question 5

The idea of audience is very different in digital and interactive media, because people often seek out these ads rather than the other way around, and are more active, more engaged, and more direct in their response.

Question 6

Formal balance creates a mood of seriousness or directness.Informal balance actually creates an "imbalance," a sense of unease and discomfort, or the feeling that something has gone wrong.

Question 7

A Volkswagen print ad shows the headline, "Think Small," and a grayscale photo of the round little car in one corner of the ad, surrounded by lots of white space.The overall look and placement of the photo depicting the brand demonstrates the concept of illustration format.

Question 8

The copy approval process usually begins with the advertiser's senior executives.

Question 9

A radio commercial depicts two men jogging together.They joke about their aches and pains, and then laughingly agree on their need for Advil.This radio spot uses a testimonial format for its copy.

Question 10

A print ad for a new wood floor cleaner shows before-and-after shots of a long hallway that has been cleaned and polished.This is an example of communicating product features or benefits through illustration.

Question 11

The overall visual impact through illustration relies on three broad factors -- size, color, and medium.

Question 12

A slogan is a short identifying phrase written for multiple forms of media.It is repeated in print and broadcast ads, through salespeople and promotional events, and on company websites.

Question 13

An ad for a microwave popcorn features the headline, "If you want a snack, have a wholesome snack." This straightforward headline has the purpose of selecting the audience.

Question 14

One reason that television is such an effective medium for ads is that there is the opportunity to present one message with the video and a second, entirely different, message with the audio.

Question 15

Dialogue copy on radio may end up sounding dull and dry-just the background drone of normal conversation.To alleviate this, many advertisers use humor as an attention-getting device.

Question 16

In radio spots, the copy must dominate any musical pieces or jingles, otherwise the music can easily overwhelm the persuasive elements of these ads.

Question 17

Though at one time the creative team consisted of an art director and a single copywriter, today it is composed of art directors, copywriters, media planners, and account planners.

Question 18

In a print ad, the subhead serves basically the same purpose as the headline.

Question 19

The four main components of print copy are text, slogan, headline, and tagline.

Question 20

Grammar has an important role in body copy.It is best to employ the present tense rather than past tense, singular words rather than plural words, and active verbs rather than passive verbs.

Question 21

Radio commercial production is unique in that the copywriter is relatively free to plan nearly all aspects of the ad, and beyond an assigned producer, other agency personnel are not involved.

Question 22

A script is a written version of the television commercial.It controls the flow, coordinates all audio and visual elements, and helps make decisions about location, cast, and schedule.

Question 23

An art designer realizes that she can strengthen the unity of her magazine ad in two ways-either by using three points to promote gaze motion, or by using two points reflected on opposite sides of the page.

Question 24

What is one of the main challenges of the copywriter early in the campaign process?

A)combining texts and visuals to create a unified whole
B)writing lively and colorful words about products that are often dull and lifeless
C)extracting meaning from massive amounts of analytical data, product technology information, and market research
D)creating the mood, tone, or humorous angle that gives the product real value

Question 25

Even with the best intentions and predictions, a "reasonable" production timetable for a television commercial is rarely achieved, but instead is often compromised.

Question 26

An agency decides to use a well-known radio announcer to avoid having to write a tightly scripted ad.The best choice would be the most loosely structured option for a radio commercial, one that allows an announcer to ad-lib, called a live script radio ad.

Question 27

A shoot has its own tempo and direction.Smart advertisers learn to accept the pace and the decisions made based on lighting, weather, and other factors that make TV production so unlike an assembly line.

Question 28

The creative concept can be thought of as the

A)"menu" of ingredients leading to recall and recognition of a brand.
B)"game plan" behind an art director's choice of media placements.
C)"roadmap" and direction for executing the creative campaign effort.
D)"laundry list" of all possible promotional ideas.

Question 29

Before the day of the shoot, prelight, blocking, and other production factors are checked and adjusted to avoid additional expense during actual filming with on-camera talent.

Question 30

A copywriter is creating a 30-second radio ad with no music or sound effects.This means that he can write about 120 to 125 words, based on an average word count for airtime.

Question 31

In many ways, television was simply made for advertising-it is everywhere.But because of that presence, it often acts as mere background and tends to be ignored.

Question 32

A copywriter is just starting on a print ad for a new brand of dishwasher detergent.What is the first step in developing copy for print?

A)sketching an overall view of the finished ad
B)meeting with the creative director to brainstorm a list of exciting words to be included
C)deciding how to use, or not use, the three main components of print copy
D)writing a few rough headlines and possibly subheads

Question 33

As in early TV commercials, early cyber ads merely imitated traditional formats and did not seem to understand the new medium or the ways that the audience would approach this new technology.

Question 34

An agency is creating a new print ad for a whitening toothpaste.In thinking through the new layout, the art director would begin by asking his staff for several comps, just to see the placement of various elements and get an idea of the general presentation.

Question 35

An experienced artist is aware of the different functions of typefaces on the page.That's why she saves serif type for headlines only, and uses sans serif type for body copy, since the eyes can read it for long stretches without tiring.

Question 36

Layout is the term used for the drawing or digital rendering of a proposed print ad that shows where all the elements will be positioned, allowing for various alternatives and options.

Question 37

Shortly after your agency agrees to create a new campaign for a well-known instant coffee, a creative brief needs to be put together.Why is a creative brief so important?

A)It pulls together initial ideas for copy, visuals, media, and overall concept from various team members.
B)It acts as the checkbook and the balance sheet to keep expenses on track.
C)It gets the creative team started with a list of suggested ideas from the client.
D)It is produced based on brainstorming by all agency and client staff involved in the campaign.

Question 38

An account planner has been added to many creative teams to

A)handle media placement in an increasingly sophisticated market.
B)gather research that gives the consumer a voice.
C)watch the bottom line and monitor spending of advertising dollars.
D)assist the account executive in connecting creatives to clients.

Question 39

In a unique twist, some contemporary companies now ask customers for their advertising ideas and suggestions.This crowdsourcing is a dynamic way to energize the creative process and allow consumers to show that they "get" the brand.

Question 40

Consumer generated content (CGC) is produced when the creative team is given lists of suggestions and ideas for promoting the product that have been submitted by the public through emails, letters, or focus group transcripts.

Question 41

Compared to print media, what effect does broadcast media have on the copywriting process?

A)It actually has little difference in its effect.
B)It offers more opportunities for creative copy.
C)It provides unlimited options for visual elements but few for verbal elements.
D)It has inherent limitations on time and space.

Question 42

When writing copy for a(n)____ ad, a copywriter manages to successfully create images and moods for the audience that transcend those created in any other medium.In this way, he stimulates ____.

A)Internet; online sales
B)television; subliminal images
C)radio; theater of the mind
D)print; consumer interaction

Question 43

The phrase creativity for creativity's sake in the world of advertising copywriting refers to ads that

A)are so unique and innovative that they are not understood by the general public.
B)result in the product being remembered through one technique or another.
C)accomplish the primary goal of entertaining in a clever or amusing way.
D)neglect the main responsibility of communicating the selling message.

Question 44

A creative director is working with several new interns, so she is putting together a brief set of copywriting tips for TV commercials.She realizes that a number of suggestions can be made, but which of the following would not be included on her list?

A)Describe exactly what the audience is watching.
B)Sell the product plus entertain the audience.
C)Tell the same story with the audio and the video.
D)Write for specific airtime lengths.

Question 45

No matter what other positive aspects it may possess, a headline does no good unless it

A)makes a strong emotional appeal.
B)conveys information not included in the body copy.
C)restates the ideas found in the visuals.
D)motivates readers to move on to the rest of the ad.

Question 46

A snack advertiser's main goal is to grab the attention of the radio audience and get people to remember the product name.Which radio format should definitely be incorporated, since it is most known for its ability to get attention, hold interest, and enhance recall?

A)dialogue
B)music
C)announcement
D)straight-line

Question 47

A radio spot for a local shoe chain begins with the lines, "You walk the dog.You jog the trail.You chase the bus.You go, go, go.You need new shoes." Which two guidelines for successful radio copywriting are used in this ad?

A)Keep sentences short.Use common language.
B)Use attention-getting sounds.Stimulate the imagination.
C)Stimulate the imagination.Repeat the brand name.
D)Select the audience.Give news about the brand.

Question 48

What is meant by the term audio wallpaper?

A)the incorrect choice of broadcast media for the message to be delivered
B)the spoken or musical formats commonly used in broadcast ads
C)the use of radio as unobtrusive background or filler
D)the creative plan for TV or radio that lacks any real creative thought

Question 49

What are the five standard techniques used in preparing body copy?

A)celebrity, narrative, slogan, straight-line, and teaser
B)social, multicultural, response, evaluative, and dialogue
C)straight-line, dialogue, testimonial, narrative, and direct response
D)testimonial, narrative, evaluative, developmental, and thumbnail

Question 50

Probably the most straightforward illustration is one that

A)attracts the target audience.
B)stimulates copy readership.
C)creates a mood.
D)communicates features or benefits.

Question 51

A copywriter is deciding on the best approach for a magazine ad featuring a protein energy bar, and has narrowed down her options to two types-either testimonial or dialogue.What is one major difference between these two approaches?

A)A testimonial approach is written by the spokesperson, while a dialogue approach is written by the copywriter.
B)A testimonial approach is one-sided, while a dialogue approach can use two people conversing.
C)A testimonial approach uses the hard-sell method to push the product, while a dialogue approach uses the image method to create a social setting.
D)A testimonial approach emphasizes product benefits, while a dialogue approach emphasizes image.

Question 52

A subhead for a Michigan resort ad reads, "Michigan's Oldest Resort.In the Woods.On the Cliffs.At the Beach.Location, Location, Location.Best Location on the Lake for the Past 130 Years." This copy fulfills the basic job of the subhead, which is to

A)speak directly to readers with sound advice about the brand.
B)target a specific demographic group to consider the brand.
C)add key selling points about the brand.
D)promote a good feeling about the brand.

Question 53

Which of the following is just about always avoided when writing body copy for an advertisement?

A)varying the length of sentences
B)relying on familiar words
C)using passive verbs
D)writing in the singular form

Question 54

Body copy based on the ____ approach delivers a series of statements about a brand, though this technique is rarely lively and can often result in a dull ad.

A)straight-line
B)direct response
C)narrative
D)dialogue

Question 55

All of the factors below can maximize the effectiveness of radio ads.But which is necessary due to the fleeting impression that radio makes, particularly if the location of a business is included?

A)music
B)repetition
C)imagination
D)brevity

Question 56

The whole purpose behind good body copy is to

A)be clever, entertaining, or funny.
B)pull together the headline, subhead, and visuals.
C)give all the possible reasons to buy the brand.
D)tell a more complete story of the brand.

Question 57

An advertisement for a Michigan resort features the headline, "Endless Coast.Endless Sand.Endless Sunset.Endless Time.Lighthouse Harbor Lodge." This headline has the primary purpose of

A)identifying the brand.
B)establishing a tone or emotion.
C)selecting the audience.
D)giving advice to the reader.

Question 58

A breakfast cereal advertiser wants a celebrity announcer to read its radio spot.Both agency and client should be aware that celebrity announcers on the radio usually

A)act as both disc jockey and news announcer, fulfilling several roles.
B)are chosen based on their own experience with the product, unlike the situation in most other media.
C)are not as entertaining and attention-getting as they were in past decades.
D)do not qualify as giving testimonials, since they do not express their personal satisfaction with a product.

Question 59

Copywriters are not fond of ____, since it allows audiences to approve or disapprove of copy after the fact, once the ad has been produced, and then submit their "report card."

A)evaluative copy research
B)copy approval
C)postproduction review
D)developmental copy research

Question 60

Recent history and research suggest that copywriting for promotions in the evolving media of cyberspace

A)involves styles, feelings, and demands similar to that of other media.
B)is often abstract and distant rather than user-directed and engaging.
C)has been influenced by its background in techno-speak.
D)tends to be static and unchanging.

Question 61

Which is considered the most crucial of all design elements, because when used effectively it brings harmony to all components on the page?

A)order
B)unity
C)balance
D)color

Question 62

At the end of production for a TV ad, the final assembly of the video is done through a computerized system.The spot has on-camera talent, so the audio goes together first, then the video is matched.What process does this represent?

A)director's rough cut
B)audio edit
C)digital edit
D)master and dub

Question 63

The text points out that like no other media advertising, Web ads have the ability to ____, because consumers expect and even demand this and it ensures continued interest.

A)display visuals
B)use both copy and picture
C)change almost instantly
D)create a following

Question 64

Art production for advertising to appear in cyberspace-particularly those composed of headline, body copy, and illustration-most closely resembles production of advertising for

A)radio.
B)television.
C)packaging.
D)print.

Question 65

An art director is conducting an orientation with two new artists and stresses that this agency does, in fact, consistently incorporate the generally accepted principles of design in its creative work.In his brief summary of these principles, which of the following would not be included?

A)The ad should give equal emphasis to all elements.
B)The proportion within an ad should be pleasing to the viewer.
C)There should be a unifying force within the ad.
D)The elements in the ad should have a directional pattern.

Question 66

What is the best guideline for working with both audio and visual elements during the production of a television spot?

A)Emphasize the visual but reinforce it with the audio.
B)Don't use the audio when showing a key visual.
C)Let the audio tell the full brand story.
D)Allow the visual to establish the tone and the audio to sell the benefits.

Question 67

A day's shooting expenses for just an average television production, including director's fees, can range from about

A)$20,000 to $50,000.
B)$60,000 to $70,000.
C)$80,000 to $120,000.
D)$140,000 to $180,000.

Question 68

In the broadest sense, color is often effectively used in advertising illustrations to

A)attract a reader's attention.
B)create a mood.
C)prevent scrutiny of a product's functions.
D)get a universally recognized reaction.

Question 69

When analyzing the various elements of type, the ____ refers to the size of the type in height, and the ____ refers to the size of lines in width.

A)typeface; serif
B)font; point
C)point; pica
D)serif; point

Question 70

Which element of advertising involves "the structure itself and the plan behind the structure"?

A)layout
B)design
C)copy
D)illustration

Question 71

A television commercial for a high-speed mountain bike is in the middle of production.One person appears to be responsible for handling the script, interpreting the storyboard, managing the talent, plus dealing with the cameras, lighting, and set.Who is this?

A)the director
B)the producer
C)the media planner
D)the account executive

Question 72

What term identifies the visual line, real or imagined, that runs through an ad and organizes all elements?

A)serif
B)axis
C)thumbnail
D)gaze motion

Question 73

The most important function of the first few seconds of a television commercial is to

A)stress the audio-then the viewer will follow up with the visual.
B)get the name out-so the viewer can establish recall at the outset.
C)establish the benefit-otherwise the viewer will quickly lose interest.
D)get attention-grab the viewer immediately or the spot will probably fail.

Question 74

A print ad being developed for a women's clothing line shows the headline font, the images, and the actual body copy, to allow the client to imagine the ad and give approval.This is considered the

A)thumbnail.
B)comp.
C)sans serif layout.
D)rough layout.

Question 75

An ad layout typically progresses through several standard stages during its development.In what order does this occur?

A)rough draft, comp, thumbnail, final mechanical
B)thumbnail, rough layout, comp, final digital
C)mechanical, rough draft, thumbnail, final comp
D)thumbnail, illustration layout, rough layout, final mechanical

Question 76

A person picks up a magazine and flips through the pages, stopping at a full-page ad.Which of the following is one of several natural tendencies of eye movement that occur when a person views a print advertisement?

A)from light to dark
B)from right to left
C)from white to color
D)from small to large

Question 77

Type fonts are seen in six basic typeface groups, all with different personalities.For instance, ____ is ornate and formal, while ____ is cursive and elegant.

A)nonserif; serif
B)roman; pica
C)serif; nonserif
D)blackletter; script

Question 78

An ad for concentrated frozen orange juice dramatically highlights the product, using a combination of backlighting and low-angle shots to show the golden liquid being poured into the sparkling tumbler.What is the function of this illustration?

A)the product set in a test situation
B)the brand seen in a social context
C)the brand portrayed as a hero
D)the product used by a typical consumer

Question 79

A young woman has just launched her own company to promote several unique but inexpensive kitchen gadgets.She wants to get her message out to massive TV audiences, but she doesn't have a large budget.Taking this into consideration, the agency will probably propose a television commercial that

A)uses a testimonial approach.
B)has a series of vignettes.
C)features animation.
D)focuses on functional features.

Question 80

The production costs of a television commercial prepared for a national advertiser are running into the upper ranges.It is probably a commercial for the ____ product category, because this typically requires the highest production quality and carries the highest costs.

A)beer and soft drink
B)electronic and digital device
C)household cleaner
D)fast food