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.

Accepted Answer

A) True 
 B)False

Question 2

Who are the main members of an advertising agency's creative team? List as many as possible.Consider how they are assigned tasks in producing written, audio, and visual elements of ads, and briefly describe these roles and responsibilities.Then identify several key people-from both inside and outside the agency-who are involved in TV production.

Accepted Answer

The answer of Who are the main members of an...

Question 3

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

Accepted Answer

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

Question 4

An account planner has been added to many creative teams to

Accepted Answer

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 5

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.

Accepted Answer

A) True 
 B)False

Question 6

Scenario 11-3
A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner.Music plays in the background.The words "You Probably Know This.Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen.The litmus paper is removed, and it has turned a dark blue-green color."You Probably Know This.The Darker, The Harsher" is then superimposed.A series of cuts reveals litmus paper being lowered onto different bars of wet soap.In each case, the strip turns a dark color.The brand name of each bar of soap is superimposed underneath.Finally, litmus paper is lowered onto a bar of Ivory soap.The paper remains yellow.Three superimpositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none."
-(Scenario 11-3) Which guideline for copywriting is most strongly demonstrated by this spot overall, one that is also important in radio copy and digital/interactive copy?

Accepted Answer

A) emphasizing the brand name 
B) making the slogan a major component of the ad 
C) using dialogue to gain interest 
D) keeping the wording short and to the point

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

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 10

Scenario 11-1
After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.(Andy Borowitz, "Toyota Unveils New Slogan: 'Drive a Toyota. You'll Never Stop'." The Huffington Post, February 6, 2010.)
-(Scenario 11-1) To create successful advertisements for interactive media, Toyota must understand the differences between interactive media and traditional one-way (non-interactive) media. Which of the following implications is true of interactive media?

Accepted Answer

A) The audience in interactive media often seek out ads or other IBP material online, rather than having it forced on them as it is through traditional media. 
B) Forms of interactive media have lower rates of recall than traditional forms. 
C) Copywriting of interactive media is of higher quality than that of traditional media. 
D) There is often less incentive to read interactive forms of media than traditional print media.

Question 11

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?

Accepted Answer

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 12

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.

Accepted Answer

A) True 
 B)False

Question 13

Scenario 11-2
You are the creative director at a Milwaukee ad agency.Today, your copywriters are presenting you with their ideas for several 30-second radio spots for the City of Milwaukee Tourism Bureau, which wants to feature its own information center and tours, as well as city museums, art galleries, concerts, festivals, and special events.When they are ready, the best ideas will be taken to the marketing director at the City of Milwaukee for review and approval.
-(Scenario 11-2) One copywriter presents a spot that is funny, delivers the key selling points, and uses opening music as well as sound effects representing various elements of the city.You need to get it recorded before sending it to the client.You send it with the young copywriter to a trusted recording studio with the caution to "use SFX with care." By this, you mean

Accepted Answer

A) keep any added music to a minimum to avoid irritating the audience. 
B) make sure the sound effects don't overwhelm the copy. 
C) don't expect to build a musical picture in the listener's mind. 
D) don't mix both sound effects and music.

Question 14

Scenario 11-3
A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner.Music plays in the background.The words "You Probably Know This.Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen.The litmus paper is removed, and it has turned a dark blue-green color."You Probably Know This.The Darker, The Harsher" is then superimposed.A series of cuts reveals litmus paper being lowered onto different bars of wet soap.In each case, the strip turns a dark color.The brand name of each bar of soap is superimposed underneath.Finally, litmus paper is lowered onto a bar of Ivory soap.The paper remains yellow.Three superimpositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none."
-(Scenario 11-3) A copywriter came up with the idea to superimpose the words, "You Probably Know This.Litmus Paper Measures Alkalinity" and "You Probably Know This.The Darker, The Harsher." Considering the nature of this ad, which general guideline for television copywriting does this follow?

Accepted Answer

A) using active words 
B) providing support for the unbelievable 
C) involving the reader 
D) using familiar words

Question 15

The creative concept can be thought of as the

Accepted Answer

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 16

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

Accepted Answer

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 17

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.

Accepted Answer

A) True 
 B)False

Question 18

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.

Accepted Answer

A) True 
 B)False

Question 19

Scenario 11-1
After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.(Andy Borowitz, "Toyota Unveils New Slogan: 'Drive a Toyota. You'll Never Stop'." The Huffington Post, February 6, 2010.)
-(Scenario 11-1) As Toyota designs its new ad campaign, it will need to do in-depth copywriting along the way. One of the most common mistakes in copywriting is

Accepted Answer

A) using generalizations and imprecise words. 
B) failing to use cliches and superlatives. 
C) communicating value to consumers. 
D) avoiding sexist, racist, and offensive language.

Question 20

Explain why producing a television commercial is an extremely expensive undertaking.Then describe a television commercial that you have seen recently.Analyze it in terms of how it meets (or fails to meet) two of the five primary creative guidelines for television ad production as noted in the text.Then discuss what decisions may have been made about this commercial based on budgeting factors.

Accepted Answer

The answer of Explain why producing a television commercial is...

Exam 11: Executing the Creative

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.

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

An account planner has been added to many creative teams to

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.

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.

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

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

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?

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.

The creative concept can be thought of as the

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

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.

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.