Deck 9: Creative Execution: Art and Copy

Question 1

The visual in an advertisement should identify the brand and capture the reader's attention.

Answer 1

True

Question 2

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

Answer 2

True

Question 3

Many experts believe that headlines with 10 words or more gain greater readership, which explains why most headlines average 12 words in length.

Answer 3

False

Question 4

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

Question 5

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.

Question 6

The headline for a Pepperidge Farm whole-grain bread ad reads, "The bread you love does your heart good." The headline is best described as a benefit headline.

Question 7

Slogans serve as brief, repeatable positioning statements.

Question 8

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

Question 9

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

Question 10

In most print ads, the headline corresponds to the credibility component of the creative pyramid.

Question 11

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

Question 12

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

Question 13

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

Question 14

The key to effective slice-of-life commercials is an effective jingle.

Question 15

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

Question 16

The best ads focus on one big idea.

Question 17

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

Question 18

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

Question 19

The Progressive Insurance commercials that feature the character of Flo discussing the firm's insurance products are presenter commercials.

Question 20

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

Question 21

Which of the following is LEAST likely a characteristic of an effective headline?

A) Engaging the reader slowly
B) Explaining the visual in the ad
C) Leading the reader into the body copy
D) Attracting attention to the advertisement
E) Presenting the complete selling idea to the reader

Question 22

Banner advertising is the dominant approach used in Internet advertising.

Question 23

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 24

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

A) Format
B) Blueprint
C) Draft
D) Layout
E) Outline

Question 25

Thumbnail sketches are best described as:

A) small mock-ups of dummy point-of-purchase displays.
B) results of market tests for proposed ad campaigns.
C) rapidly produced pencil sketches used to try out ideas.
D) each individual frame in a storyboard.
E) mock-ups of comparable ads that competitors are using.

Question 26

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

A) It creates new target markets.
B) It decodes the product's message.
C) It is an elaboration of the ad agency's vision.
D) It shows the size and placement of each element.
E) It provides a thumbnail sketch for the production crew.

Question 27

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

Question 28

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 and quickly done.
C) Headlines and subheads are hand-lettered on a comp.
D) Comps present the handheld look and feel of a brochure.
E) The body copy on a comp is simulated by using pencil lines.

Question 29

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) Product packaging
B) Public relations value
C) Negative appeal
D) Product comparison
E) Testimonials

Question 30

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 31

Which term refers to a finished ad that is ready for the printer's camera to shoot according to the publication's specifications?

A) Camera-ready art
B) Dummy
C) Photo-ready art
D) Rough layout
E) Thumbnail photo

Question 32

For which of the following projects would an ad agency most likely 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 33

Traditional mechanicals are:

A) type and line art pasted on white art board.
B) more correctly called still-life.
C) less expensive to develop than comps.
D) always in black and white.
E) very small pencil sketches.

Question 34

When designing banner ads, it is most effective to include a striking image and rich colors.

Question 35

The storyboard is an approximation of the final commercial that helps the creative visualize the sequence of action.

Question 36

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 37

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 38

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 39

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 40

Which of the following is a principle guiding how ads should be laid out?

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

Question 41

Which of the following statements about subheads is most likely 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) Subheads are longer and more like sentences than headlines.

Question 42

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) dialogue
D) device
E) straight-sell

Question 43

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?

A) To use the marketing mix
B) To meet product standards
C) To create a euphemistic ad image
D) To provide continuity for an ad campaign
E) To provide quick recognition at the point of purchase

Question 44

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 45

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 46

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 47

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 48

Cargill, a privately held, multinational corporation, is involved with purchasing, processing, and distributing agricultural commodities, and it also manufactures and sells livestock feed, ingredients for processed foods, and pharmaceuticals. Cargill launched an ad campaign in which it used advertising in business publications to extol the firm's virtues. In other words, Cargill used _____ copy in its print ads.

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

Question 49

A headline reads, "Everybody worries about the cost of fuel. Falcon airplane owners worry 20 to 60 percent less." The rest of the ad presents factual information about the fuel economy of Falcon airplanes. Which of the following has most likely been used in the Falcon ad?

A) Institutional copy
B) Picture-caption copy
C) Straight-sell copy
D) Dialogue copy
E) Narrative copy

Question 50

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 51

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

A) direct close.
B) lead-in.
C) copy finale.
D) trial close.
E) indirect close.

Question 52

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

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

Question 53

In an ad for Fidelity Investment Bank, _____ copy is most likely used because the ad 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 54

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

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

Question 55

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

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

Question 56

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

A) information
B) debatable
C) command
D) question
E) benefit

Question 57

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 58

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

A) Introduction
B) Trial close
C) Stimulus-response
D) Compelling visual
E) Bullet points

Question 59

The headline for Swanson's chicken broth ad 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 60

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 Foundation's 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 61

The _____ commercial is the oldest and simplest type of television commercial to produce.

A) straight announcement
B) testimonial
C) narrative
D) dialog
E) standard-sell

Question 62

The layout for the script of a television commercial is first seen as a _____, a series of frames or pictures that correspond to the commercial.

A) storyboard
B) mechanical
C) rough
D) dummy
E) comp

Question 63

A commercial for Bailey's Irish Cream shows young sophisticates in a party-like atmosphere enjoying each other's company and drinking the liqueur. This commercial uses:

A) animation.
B) a soft sell.
C) a lifestyle technique.
D) silent testimonials.
E) a narrative technique.

Question 64

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.

A) straight presentation
B) slice-of-life
C) benefit
D) narrative
E) straight-sell

Question 65

The primary purpose of a banner ad is to:

A) facilitate the use of a firm's Facebook page by offering free product samples.
B) bring Internet users to a Web site other than the one they intended to visit.
C) ensure that Web site users are engaged with a firm's product or brand.
D) encourage Internet users to share entertaining messages with others.
E) achieve synergy by ensuring that artwork and headlines work together.

Question 66

An animatic is best described as a:

A) popular TV commercial shared through social media.
B) concept used exclusively in animated TV commercials.
C) finished, operational script for a television commercial.
D) large white sheet preprinted with a series of blank television screens.
E) film strip of the storyboard sketches accompanied by the audio part of a TV commercial.

Question 67

John Slack is a noted equestrian and a World Champion rider. He appeared in a _____ commercial to tell other horse lovers about the Purina Mills Equine Education Series, which provides advice on your horse's care and training.

A) straight-sell
B) lifestyle
C) slice-of-life
D) presenter
E) demonstration

Question 68

A television commercial shows Finishing Touch Hair Remover, an electric hair trimmer designed for "sensitive areas." The ad shows various women shaving their faces. This commercial is an example of a(n) _____ commercial.

A) demonstration
B) testimonial
C) lifestyle
D) straight announcement
E) animation

Question 69

Which of the following is NOT an electronic channel for sharing product-related opinions?

A) Animatic
B) Message board
C) Twitter account
D) YouTube video
E) Facebook page

Question 70

The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n) _____; it triggers instant recall of the product.

A) product reminder
B) mnemonic device
C) illustration tag
D) visual reminder
E) visual prod

Question 71

Slice-of-life television commercials often incorporate _____, which are intended to assist the viewer's memory.

A) hidden perceptual benefits
B) problem/solution features
C) stimulus-response components
D) subliminal perception
E) mnemonic devices

Question 72

Effective television commercials should most likely:

A) let the audio carry most of the weight.
B) avoid the use of demonstrations.
C) make the message complex.
D) focus on final impressions.
E) include lengthy audio copy.

Question 73

What is most likely a characteristic of an effectively designed Web site?

A) A layout that matches scanning patterns
B) Bold, black headlines to grab attention
C) A link to a firm's Facebook page
D) Large icons to enhance interactivity
E) Minimal photos to cause distraction

Question 74

A(n) _____ commercial for an electronic home security system showed a family's home that had been robbed, while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.

A) straight announcement
B) testimonial
C) slice-of-life
D) animated
E) demonstration

Question 75

Which term refers to a highly influential group of heavy Internet users who frequently share their opinions about brands and products with others?

A) E-marketer
B) Blogger
C) E-fluential
D) Hacker
E) Icon

Question 76

Which statement about writing radio copy is most likely true?

A) Radio scripts resemble three-column lists.
B) The copy used in radio scripts must never be intrusive.
C) A 30 second ad should contain between 60 and 70 words.
D) A 60 second ad should contain between 150 and 200 words.
E) Sound effects are considered outdated and unprofessional in radio ads.

Question 77

Which of the following most likely promotes user engagement on a Web site?

A) Brand equity
B) Interactivity
C) Banner ads
D) Product reviews
E) Privacy policies

Question 78

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

A) casting brief
B) storyboard roughs
C) visualization board
D) conceptualization board
E) preproduction board

Question 79

The most effective radio commercials should:

A) use familiar sound effects.
B) mention the advertiser's name only once.
C) avoid asking for the order.
D) use more adjectives than verbs.
E) act as if radio is an international medium.

Question 80

A SoBe Life Water ad features a model and hundreds of geckos. Since Geico, an insurance company, has made such good use of the gecko in its advertising, many viewers actually think the ad is for insurance instead of bottled water. In this case, the SoBe commercial acts as a _____ for Geico.

A) hidden perceptual benefit
B) problem/solution feature
C) stimulus-response component
D) subliminal perception
E) mnemonic device