Deck 11: Executing the Creative

Question 1

In very large print,centered at the top of a magazine page,is the word COAST; this describes a headline.

Answer 1

True

Question 2

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.

Answer 2

True

Question 3

The straight-line approach goes along with how the reader will benefit from the use of a brand.

Answer 3

True

Question 4

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 5

A print ad for a new wooden 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 6

One reason why television is such an effective medium for ads is its relatively broad exposure.

Question 7

In radio spots,the copy should have less focus than any musical pieces; otherwise,the copy can easily overwhelm the persuasive elements of these ads.

Question 8

A creative brief helps specify message elements that must be coordinated during the preparation of copy.

Question 9

Though traditionally the creative team has consisted of an art director and a copywriter,it can also be composed of art directors,additional copywriters,media planners,and account planners.

Question 10

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 11

The idea of audience is different in digital and interactive media from a traditional audience.

Question 12

There is a need for writing copy for radio and podcast advertising.

Question 13

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 14

The creative team is guided by the creative brief.

Question 15

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 16

The body copy is the textual component of an advertisement.

Question 17

The copy approval process is important.

Question 18

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

Question 19

In a print ad,the subhead serves the same purpose as the headline and can provide additional information not in the headline.

Question 20

The overall visual impact of illustration relies largely on lighting,color,and tone. 

Question 21

After coming to an agreement on the scope and intent of the production,a producer works with the creative team and the advertiser to estimate an approximate total cost of production.In this stage,the budgeting need not be very detailed.

Question 22

An account planner: 

A) is more likely to suggest the idea for the visuals. 
B) comes up with the headline or tag line. 
C) keeps the profile of the target consumer in the team's mind. 
D) is responsible for the actual production and is usually in charge on set.

Question 23

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

Question 24

A storyboard is a shot-by-shot sketch depicting,in sequence,the visual scenes and copy that will be used in an advertisement.

Question 25

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

Question 26

Shortly after an agency agrees to create a new campaign for a well-known cleaner,a creative brief needs to be put together.A creative brief is important because it: 

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

Question 27

As a way to energize the creative process,firms are starting to use crowdsourcing by specifically encouraging customers to offer suggestions.

Question 28

An advertiser and advertising agency are in the phase of approving the script and storyboard of the advertisement they plan on producing.In this instance,they are more likely to be in the copy approval stage.

Question 29

An account planner is 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 30

An experienced artist is aware of the different functions of typefaces on a page.Therefore,she saves serif type for the headlines alone,and uses sans serif type for body copy as it is less tiring on the eyes.

Question 31

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.It allows for various alternatives and options.

Question 32

Each shoot has its own tempo and direction.Advertisers have to accept the pace and decisions made based on lighting,weather,and other factors that make TV production unlike an assembly line production process.

Question 33

The last step in the preproduction stage of television advertising is the selection of location,sets,and cast. 

Question 34

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 35

Just like 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 36

A copywriter is just starting on a print ad for a new brand of dishwasher detergent.Which of the following 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 37

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 38

Which of the following is the main challenge of the copywriter? 

A) Combining visuals to create a unified whole 
B) Writing copy that is effective even if it is "off creative strategy" 
C) Extracting ideas from art 
D) Creating the mood, tone, or humorous angle that gives the product real value

Question 39

Balance,proportion,order,unity,and emphasis are the basic principles of design.

Question 40

In television advertising,the visual is important only if it is the main feature,not if it plays a supportive role.

Question 41

An advertisement for a Michigan resort features the headline,"Endless Coast.Endless Sand.Endless Sunset.Endless Time.Lighthouse Harbor Lodge." The primary purpose of this headline is to: 

A) identify the brand. 
B) establish a tone or emotion. 
C) select the audience. 
D) give advice to the reader.

Question 42

The creative potential of __________ rests in its ability to stimulate a "theater of the mind," which allows a copywriter to create images and moods for audiences.

A) social media 
B) television 
C) radio 
D) print

Question 43

Which of the following are the five 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 44

The whole purpose of good body copy is to: 

A) be 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 45

Which of the following is a difference between interactive and noninteractive media? 

A) Interactive media are less user-directed, while noninteractive media are more user-directed. 
B) In interactive media, the audience has less incentive to read copy, while in noninteractive media they have more incentive. 
C) Most interactive media copy is indirect response, while all noninteractive media is direct response. 
D) In interactive media, the audience is more likely to seek out the ads, while in noninteractive media, they are not.

Question 46

For social media,copywriting for ________ is most relevant.

A) digital/interactive media 
B) radio 
C) postproduction review 
D) developmental copy research

Question 47

Some top brands like Ford,Visa,and L'Oréal have slogans,or short phrases,to help establish: 

A) that the product actually has little difference in its effect. 
B) more opportunities for creative copy. 
C) unlimited options for visual elements but few for verbal elements. 
D) an image, identity, or brand position.

Question 48

A headline is effective if 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 49

Copywriting for digital/interactive media: 

A) involves methods the same as those of other media. 
B) means something significantly different than it does in traditional one-way media. 
C) has been influenced by its background in linguistics. 
D) tends to be static and unchanging.

Question 50

Which of the following is true of a body copy? 

A) It consists of fewer words than the subhead. 
B) It is the visual component of an advertisement. 
C) It tells a complete story of a brand. 
D) It is more likely to be read by people than the headline and subhead.

Question 51

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 52

Body copy based on the _______ approach explains in a straightforward way why a reader will benefit from the use of a brand.

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

Question 53

A copywriter is deciding on the best approach for a social media ad featuring a beauty cream,and has narrowed down her options to two types-testimonial or dialogue.Which of the following is a major difference between a testimonial and a dialogue? 

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 has 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 54

A copywriter not only has to fulfill all the responsibilities of proper information inclusion based on creative platform and strategy decisions,but also has to: 

A) carefully fit all the information within, between, and around the display.  
B) sell the product and entertain the audience. 
C) tell the same story with the audio and the video. 
D) ensure that the consumer has a voice in the creative planning.

Question 55

Which of the following refers to 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 or a podcast as unobtrusive background or filler 
D) The creative plan for TV or radio that lacks any real creative thought

Question 56

An example of radio spot copy is "Like a good neighbor,we are here." Which of the following guidelines for successful radio copywriting is being used in this ad? 

A) Use common, familiar language 
B) Use attention-getting sounds 
C) Repeat the brand name many times 
D) Give news about the brand

Question 57

Which of the following is important in copywriting for television and video? 

A) Longer writing helps communicate complex brand features. 
B) Copy should be precisely coordinated with visuals. 
C) Copy should facilitate processing the information quickly. 
D) Copy should lack the ability to communicate details.

Question 58

A fashion advertiser decides to create a print advertisement instead of advertising on television.Print is _____,though the product can be presented in an "action" scene with a series of illustrations.

A) dynamic 
B) media buying 
C) a design 
D) static

Question 59

Sometimes it is a smart idea when an ad: 

A) uses an opposite approach to research.  
B) has a series of conflicting headlines. 
C) lacks art/copy and a brand. 
D) focuses on functional features.

Question 60

Which of the following is necessary due to the fleeting impression that radio makes,particularly if the location of a business is included? 

A) Music 
B) Repetition of the brand name 
C) Imagination 
D) Brevity

Question 61

________ can save a lot of time on a shoot day when many more costly personnel are on the set.

A) Prelighting 
B) Budgeting 
C) Blocking 
D) Scripting

Question 62

A guideline for television or video is to: 

A) emphasize the visual and reinforce it with the audio. 
B) avoid use of 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 63

The most important function in 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.

Question 64

A television commercial for a food product is in production.Who among the following would be responsible for handling the script,interpreting the storyboard,managing the talent,and dealing with the cameras,lighting,and set? 

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

Question 65

Art production for digital advertising-particularly those composed of headline,body copy,and illustration-most closely resembles production of advertising for _________.

A) radio 
B) layout 
C) packaging 
D) print and broadcasting

Question 66

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 known as a _______.

A) thumbnail 
B) comprehensive layout, or comp 
C) sans serif layout 
D) rough layout

Question 67

Which of the following elements of advertising involves the structure itself and the plan behind the structure? 

A) Layout 
B) Design 
C) Copy 
D) Illustration

Question 68

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 or both.

Question 69

The director may want to work with the on-camera talent along with the camera operators to practice the positioning and movement planned for the ad.This work is known as _______.

A) shooting 
B) packing-up  
C) blocking 
D) placing

Question 70

In which of the following orders does an ad layout typically progress through standard stages during its development? 

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 71

When analyzing the various elements of type,the _________ refers to the size of the type in height.

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

Question 72

Type fonts are seen in _______ basic typeface groups,all with different personalities. 

A) two 
B) one hundred 
C) six 
D) twenty

Question 73

Which of the following terms 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 74

Unlike print ads,digital content: 

A) has a very limited reach. 
B) uses only written words. 
C) changes almost instantly. 
D) appeals to the older generation.

Question 75

The principles of design suggest that: 

A) there should be a unifying force within the ad. 
B) the components within an advertisement should be ambiguous. 
C) all elements of the ad should be equally emphasized. 
D) it should be formally imbalanced.

Question 76

An ad uses backlighting and low-angle shots along with a dramatic use of color.Which of the following is the goal in this ad? 

A) The product is set in a test situation.  
B) The brand is seen in a social context.  
C) The brand is portrayed as heroic. 
D) The product is used by a typical consumer.

Question 77

Which of the following is considered the most crucial design element that brings harmony to all components on the page? 

A) Order 
B) Unity 
C) Balance 
D) Color

Question 78

Which of the following is a tendency of eye movement that occurs when a person views a print advertisement? 

A) From left to right, up to down, and from light to dark 
B) From right to left and dark to light 
C) From white to color and from small to big 
D) From right to left and from light to dark

Question 79

Color is often effectively used in advertising illustrations to: 

A) construct an axis. 
B) create a mood. 
C) prevent scrutiny of a product's functions. 
D) get a universally recognized reaction.

Question 80

Which of the following is true of the production stage of the television advertising process? 

A) It can include some final preparations such as lighting checks and rehearsals. 
B) It involves creating the shot-by-shot sketch depicting the visual scenes that will be used in an advertisement. 
C) It is that stage at which the advertiser estimates the cost of the shoot and required paraphernalia. 
D) It mostly involves the assessment of directors and music suppliers to be chosen for the shooting.