Deck 9: Creative Execution: Art and Copy

Question 1

The key to effective slice-of-life commercials is realism.

Answer 1

False
Explanation: The key to slice-of-life commercials is simplicity.

Question 2

In terms of the roles of the advertising artists,the roles played by photographers and illustrators are very different.

Answer 2

False
Explanation: Like the illustrator,the photographer creates a nonverbal expression that reinforces the verbal message (Refer to The Role of the Advertising Artist [9-A]).

Question 3

An ad for Asian Sensations newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.

Answer 3

False
Explanation: The ad is using a device copy.

Question 4

Printers often refer to paste-ups and mechanicals as camera-ready art.

Question 5

The benefit headline for Pepperidge Farm whole-grain breads reads,"The bread you love does your heart good".

Question 6

The Snuggle bear appears as the spokesperson in the demonstration commercial format used by Snuggle fabric softener.

Question 7

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

Question 8

Ideally,headlines communicate the complete selling idea.

Question 9

The best ads focus on one big idea.

Question 10

Another name for the poster-style format is the storyboard layout.

Question 11

Once the best ad design is chosen,the layout serves as a blueprint.

Question 12

All that appears on a typical radio script is the ad dialog.

Question 13

A dummy is a rough,rapidly produced pencil sketch that is used for trying out ideas.

Question 14

Research shows that readership increases considerably if ads contain more than 50 words.

Question 15

Many experts believe that headlines with 10 words or more gain greater readership.

Question 16

Advertising critics universally extol the virtues of institutional advertising.

Question 17

Slogans serve as brief,repeatable positioning statements.

Question 18

Unlike print ads,broadcast commercials do not use a format or layout.

Question 19

An ad for Sensodyne toothpaste has the following example of a question and provocative headline: "What worries your dentist more,chocolate or a slice of lemon?"

Question 20

Writing for radio requires clearer copywriting than writing done for any other media.

Question 21

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

Question 22

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

Question 23

Print advertising uses many standard subjects for ad visuals.List five of them.

Question 24

What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and Cheese It Up?"

Question 25

Banner advertising is the dominant approach used in Internet advertising.

Question 26

List the three reasons why art directors use layouts.

Question 27

When designing ads for use in other countries,the art director must be familiar with each country's artistic preferences and peculiarities.

Question 28

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

Question 29

The work of the copywriter and the art director is always subject to approval.The larger the agency and the larger the client,the more difficult the approval process becomes.What is the biggest challenge of the approval process for the copywriter and the art director?

Question 30

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

Question 31

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.

Question 32

What is the difference between a rough layout and a thumbnail sketch?

Question 33

What are the four basic rules for using translators in designing ads for international markets?

Question 34

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

Question 35

Imagine you are creating a commercial for a hybrid car and need background music.What are the three sources you can use to locate the appropriate music? Which method would most likely be the least expensive?

Question 36

Name any four rules of the layout that an artist must follow when creating an ad.

Question 37

What kind of headlines makes a direct promise to the reader?

Question 38

The storyboard is only an approximation of the final commercial.

Question 39

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

Question 40

List the eight basic formats for radio and TV commercials.

Question 41

Another name for the poster-style format is the:

A)thumbnail sketch.
B)picture-window layout.
C)paste-up.
D)camera-ready copy.
E)comprehensive layout.

Question 42

Selecting the focus of an advertising visual is an important step in the creative process.Which of the following is LEAST likely to be the focus for an ad visual?

A)The package itself
B)Public relations value
C)Negative appeal
D)Product comparison
E)Testimonials

Question 43

What are the two columns in a TV script?

Question 44

Gevalia makes an expensive brand of coffee.What advertising term would you use to describe Gevalia's collect call number,which is 1-800-GEVALIA?

Question 45

After conceptualization,the primary responsibility of the art director is to:

A)supervise the ad's progress to completion.
B)prepare possible visuals for the ad.
C)write the body copy and the headline(s).
D)introduce creativity to a prosaic process.
E)organize the various elements of an ad into a proposed layout.

Question 46

Thumbnail sketches:

A)are small mock-ups of dummy point-of-purchase displays.
B)refer to the results of market tests for proposed ad campaigns.
C)are very small,rough,rapidly produced drawings used to try out ideas during the conceptual phase of the design process.
D)refer to each individual frame in a storyboard.
E)are mock-ups of comparable ads that competitors are using and are provided by the agency.

Question 47

An effective headline should:

A)present the complete selling idea.
B)engage the audience.
C)lead the reader directly into the body copy.
D)attract attention to the advertisement.
E)engage the reader slowly.

Question 48

How does the layout of an advertisement help ensure its success?

A)It is an elaboration of the advertising company's vision
B)It decodes the product's message
C)It creates new target markets
D)It shows the size and placement of each element
E)It shows the manner in which a thought or image is expressed

Question 49

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)headline
B)title
C)picture caption
D)banner
E)block copy

Question 50

A(n)_____ is an overall orderly arrangement of all the format elements of a print ad.

A)format
B)blueprint
C)ad draft
D)layout
E)outline

Question 51

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.

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

Question 52

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

Question 53

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:

A)style.
B)format.
C)design.
D)copy concept.
E)art composition.

Question 54

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

A)At the comp stage,all visuals are in final form
B)Comps are generally simplistic
C)The headlines and subheads are hand-lettered on a comp
D)Comps present the handheld look and feel of brochures,multipage materials,or point-of-purchase displays
E)The body copy on a comp is simulated by using pencil lines

Question 55

According to the principles guiding how ads should be laid out?

A)no element of the ad should dominate.
B)the ad should appear unusual and asymmetrical to create eye appeal.
C)the space within the ad should be broken into asymmetrical units.
D)a directional pattern should be evident so that readers know in what sequence to read.
E)there should be a force that holds the ad together and gives it variation.

Question 56

For which of the following projects would an ad agency be MOST likely to develop a dummy?

A)A point-of-purchase display for Claritin allergy medication.
B)A radio ad for Olive Garden restaurants.
C)A television ad for Pepperidge Farms products.
D)A magazine ad for Healthy Choice frozen meals.
E)An interstate billboard for a local radio station.

Question 57

Taco Bell fast-food restaurants introduced its new menu "to keep your wallet and your stomach full." The ads featured people exiting Taco Bell and proclaiming,"I'm full!" What type of a television commercial is this an example of?

Question 58

The ad for Freschetta frozen pizza asks,"What's it like to be rolling in dough?" Which copy technique was the ad's copywriter using?

Question 59

Traditional mechanicals are:

A)type and line art pasted in place on a piece of white art board,called paste-ups.
B)more correctly called still-life.
C)less expensive to develop than comps.
D)always in black and white.
E)very small,rapidly produced drawing that the artist uses to visualize layout approaches without wasting time on details.

Question 60

The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.

A)storyboard editor
B)graphic consultant
C)graphic designer
D)copy editor
E)production artist

Question 61

Cargill,Incorporated is a privately held,multinational corporation.Its business activities include purchasing,processing,and distributing grain and other agricultural commodities,and the manufacture and sale of livestock feed and ingredients for processed foods and pharmaceuticals.In 2007,Cargill launched an ad campaign in which it used advertising in business publications to extol its virtues.In other words,Cargill used _____ copy in its print ads.

A)business
B)service
C)anecdotal
D)institutional
E)regulated

Question 62

A company that wanted to use an emotional appeal to consumers would most likely use _____ copy.

A)narrative
B)institutional
C)dialog/monolog
D)device
E)slice-of-life

Question 63

An ad for Pûr water filters has a photo which shows a woman enjoying a glass of water from her Pûr water filter while her dog is on the counter gnawing on a freshly cooked turkey.The _____ copy under the picture begins with the following statement: "The only thing you'll notice is how great it tastes."

A)institutional
B)picture-caption
C)dialog/monolog
D)device
E)straight-sell

Question 64

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

A)To prevent ad obfuscation
B)To ensure the achievement of the advertiser's marketing objectives
C)To create a euphemistic image
D)To provide continuity for an ad campaign
E)To provide quick recognition at the point of purchase

Question 65

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

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

Question 66

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?"

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

Question 67

In an ad for the Fidelity Investment Bank,_____ copy is used,which explains how to create your own IRA account and to get the maximum benefits from it.

A)straight-sell
B)market-oriented
C)sales-oriented
D)institutional
E)picture-caption

Question 68

The bottom of an advertisement for Horizon brand organic milk asks readers to visit http://www.horizonorganic.com/DHA to learn more about why you should drink organic milk.This is an example of a(n):

A)close.
B)sales culminator.
C)copy finale.
D)device for reply.
E)offer for provoking action.

Question 69

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.

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

Question 70

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

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

Question 71

Which of the following statements about subheads is true?

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)The purpose of the subhead is to act as a stepping stone between the body copy and the headline.

Question 72

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.

A)informative
B)subjective
C)command
D)question
E)objective

Question 73

The headline for an ad for Swanson's chicken broth reads,"Make chicken soup as good as grandma's." This headline is not only a command headline,but it is also designed to be a(n)_____ headline.

A)informative
B)provocative
C)device
D)question
E)benefit

Question 74

In an advertisement in print media,the _____ is a bridge between the headline,the subheads,and the sales ideas presented in the text.

A)kicker line
B)trial close
C)reconnaissance
D)lead-in paragraph
E)presentation paragraph

Question 75

The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."

A)news/information
B)provocative
C)command
D)question
E)benefit

Question 76

An ad for the retailer Coldwater Creek does not promote the clothing the store chain sells. Rather the ad was designed to promote the Susan G. Komen Breast Cancer Race for the Cure. The _____ copy in this ad described how important it was for women to receive annual mammograms and support breast cancer research.

A) business
B) service
C) anecdotal
D) institutional
E) regulated

Question 77

_____ copy depends on wordplays,humor,poetry,rhymes,great exaggeration,gags,and other tricks.

A)Narrative
B)Comical
C)Humorous
D)Device
E)Contrived

Question 78

The _____ on Pepperidge Farm whole grain breads informs customers that the bread is certified to provide heart-healthy nutritional benefits by the American Heart Association,an independent organization.

A)logo
B)sig cut
C)themeline
D)seal
E)tagline

Question 79

Which of the following is a basic element in the construction of body copy?

A)Introduction
B)Trial close
C)A stimulus-response component
D)A visual
E)Exterior paragraphs of the body copy

Question 80

The headline reads,"Everybody worries about the cost of fuel.Falcon airplane owners worry 20 to 60 percent less," and the _____ copy explains the fuel economy achieved by owners of this brand of small airplane.

A)institutional
B)picture-caption
C)straight-sell
D)dialog/monolog
E)device