Question 1

Headlines in prints ads are placed in such a way that they draw the most attention.

Accepted Answer

A) True 
 B)False

Question 2

The headline for an ad for Keller's butter reads, "Have you tasted sunshine?" This headline is a question headline as well as a(n) _____ headline.

Accepted Answer

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

Question 3

A film strip of the sketches in the storyboard accompanied by the audio portion of the commercial synchronized on tape is known as a(n) _____.

Accepted Answer

A) demonstration 
B) kicker 
C) layout 
D) thumbnail 
E) animatic

Question 4

What is the oldest and simplest type of radio or TV commercial?

Accepted Answer

The answer of What is the oldest and simplest type...

Question 5

The art director uses the TV script to create a series of _____ to present the artistic approach, the action sequences, and the style of the commercial.

Accepted Answer

A) casting briefs 
B) storyboard roughs 
C) themelines 
D) lead-in paragraphs 
E) testimonials

Question 6

In terms of design principles, _____ refers to the part of the ad not occupied by other elements and helps focus attention on an isolated element.

Accepted Answer

A) body copy 
B) layout 
C) thumbnail 
D) white space 
E) contrast

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

The headline in a print ad for a chain of hospitals reads, "Choose a hospital based on information, not just location." This is an example of a benefit headline

Accepted Answer

A) True 
 B)False

Question 9

One of the principles of design followed by a layout artist is that:

Accepted Answer

A) the total headline area should always fill 80 percent of the ad. 
B) ads should comprise multiple dominant visuals that occupy 10 percent of the total area. 
C) the space within the ad should be divided into asymmetrical units. 
D) a directional pattern should be evident so that the reader knows in what sequence to read. 
E) all elements of the ad should have equal emphasis in order to avoid dominating the others.

Question 10

The bottom of an advertisement for Perfect Homes reads, "Call 1-800-517-0317 or visit http://www.surefit.com to receive a free catalog." In terms of the format elements used to construct long copy, this is an example of a(n):

Accepted Answer

A) close 
B) lead-in paragraph 
C) kicker 
D) themeline 
E) interior paragraph

Question 11

After developing the initial concepts and layouts for an ad, the primary responsibility of art directors is to:

Accepted Answer

A) supervise the ad's progress to completion. 
B) draw detailed visuals for the ad. 
C) write the body copy and subheads. 
D) compose pages using HTML, CSS, and other languages. 
E) design collateral materials such as posters and brochures.

Question 12

One purpose of an ad layout is to:

Accepted Answer

A) convert symbolic components into verbal components. 
B) serve as a blueprint of the ad. 
C) decode the message of the ad. 
D) give the client an intangible item that can be viewed but cannot be changed. 
E) create a rough drawing without details of the different elements of the ad.

Question 13

What is the role of a headline in a print ad?

Accepted Answer

The answer of What is the role of a headline...

Question 14

Which of the following provides an independent, valued endorsement for an advertiser's product because the organization awarding it is a recognized authority?

Accepted Answer

A) Logo 
B) Signature cut 
C) Themeline 
D) Seal 
E) Close

Question 15

In a(n) _____ copy, the characters portrayed in a print ad do the selling in their own words and an element of believability is added.

Accepted Answer

A) device 
B) picture-caption 
C) dialogue/monologue 
D) narrative 
E) hyperbolic

Question 16

Commercials that dramatize real-life situations are known as _____. It usually starts with just plain folks, played by professional actors, discussing some problem or issue.

Accepted Answer

A) straight announcement 
B) slice-of-life 
C) jingle 
D) testimonial 
E) animation

Question 17

An ad for Stella's clothing, a brand of fashion wear, was designed to promote a breast cancer campaign organized by the company. The ad described why it was important for women to conduct annual mammograms and support breast cancer research. Which of the following copy styles was used by the ad?

Accepted Answer

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

Question 18

In terms of print ads, a _____ is awarded only when a product meets standards established by a particular organization.

Accepted Answer

A) signature cut 
B) seal 
C) slogan 
D) logotype 
E) tagline

Question 19

To write effective copy, a copywriter must:

Accepted Answer

A) use past tense and passive voice. 
B) constantly use punctuations to ensure a smooth flow of words. 
C) avoid the use of contractions. 
D) use vivid language with verbs and adverbs. 
E) use clichés to help people relate to what they are reading.

Question 20

In a(n) _____ commercial format, a radio or TV announcer delivers the sales message. It is adaptable to almost any product or situation.

Accepted Answer

A) demonstration 
B) testimonial 
C) musical 
D) animated 
E) straight announcement

Exam 11: Creative Execution: Art and Copy

Headlines in prints ads are placed in such a way that they draw the most attention.

The headline for an ad for Keller's butter reads, "Have you tasted sunshine?" This headline is a question headline as well as a(n) _____ headline.

A film strip of the sketches in the storyboard accompanied by the audio portion of the commercial synchronized on tape is known as a(n) _____.

What is the oldest and simplest type of radio or TV commercial?

The art director uses the TV script to create a series of _____ to present the artistic approach, the action sequences, and the style of the commercial.

In terms of design principles, _____ refers to the part of the ad not occupied by other elements and helps focus attention on an isolated element.

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

The headline in a print ad for a chain of hospitals reads, "Choose a hospital based on information, not just location." This is an example of a benefit headline

One of the principles of design followed by a layout artist is that:

The bottom of an advertisement for Perfect Homes reads, "Call 1-800-517-0317 or visit http://www.surefit.com to receive a free catalog." In terms of the format elements used to construct long copy, this is an example of a(n) :

After developing the initial concepts and layouts for an ad, the primary responsibility of art directors is to:

One purpose of an ad layout is to:

What is the role of a headline in a print ad?

Which of the following provides an independent, valued endorsement for an advertiser's product because the organization awarding it is a recognized authority?

In a(n) _____ copy, the characters portrayed in a print ad do the selling in their own words and an element of believability is added.

Commercials that dramatize real-life situations are known as _____. It usually starts with just plain folks, played by professional actors, discussing some problem or issue.

An ad for Stella's clothing, a brand of fashion wear, was designed to promote a breast cancer campaign organized by the company. The ad described why it was important for women to conduct annual mammograms and support breast cancer research. Which of the following copy styles was used by the ad?

In terms of print ads, a _____ is awarded only when a product meets standards established by a particular organization.

To write effective copy, a copywriter must:

In a(n) _____ commercial format, a radio or TV announcer delivers the sales message. It is adaptable to almost any product or situation.