Question 1

The biggest challenge in approval is keeping approvers from corrupting the style of the ad.

Accepted Answer

A) True 
 B)False

Question 2

Why do advertisers use institutional copy?

Accepted Answer

The answer of Why do advertisers use institutional copy?...

Question 3

An icon,a visual image representing some idea or thing,can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

Accepted Answer

A) True 
 B)False

Question 4

The headline reads,"Equine Nutrition Take Hoof Care to a New Pinnacle," and the _____ copy explains what the product does and how it does it to improve equine health.

Accepted Answer

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

Question 5

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

Accepted Answer

A)  narrative 
B)  comical 
C)  humorous 
D)  device 
E)  contrived

Question 6

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

Accepted Answer

A)  copy 
B)  slogan 
C)  ad draft 
D)  layout 
E)  outline

Question 7

The ad's headline reads,"This allergy season,help prevent congestion before it begins,with Nasonex." The allergy medication Nasonex uses a(n)_____ headline.

Accepted Answer

A)  provocative 
B)  declarative 
C)  benefit 
D)  news/information 
E)  interrogative

Question 8

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 lines.

Accepted Answer

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

Question 9

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.

Accepted Answer

A)  question 
B)  curiosity 
C)  benefit 
D)  testimonial 
E)  command

Question 10

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

Accepted Answer

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

Question 11

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

Accepted Answer

The answer of What are the four basic format elements...

Question 12

Describe a comprehensive layout.

Accepted Answer

The answer of Describe a comprehensive layout....

Question 13

When Crate and 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?"

Accepted Answer

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

Question 14

The Mucinex cold remedy commercials that feature the walking and talking Mucus is an example of a dramatized commercial.

Accepted Answer

A) True 
 B)False

Question 15

United Airlines has used the same music (Rhapsody in Blue)in its commercials for over 20 years.What kind of a technique is the airline using as a reminder for its target audience?

Accepted Answer

The answer of United Airlines has used the same music...

Question 16

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.

Accepted Answer

A)  headline 
B)  signature 
C)  picture caption 
D)  slogan 
E)  block copy

Question 17

An ad for Samsung monitors shows five different monitors,the largest monitor is the one made by Samsung.The _____ headline reads,"Which display are you?"

Accepted Answer

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

Question 18

Which of the following statements about developing a copy for radio advertising is true?

Accepted Answer

A)  The radio scripts given to the announcers do not contain information about any sound effects that might be used in the ad. 
B)  The copy used in radio scripts must never be intrusive. 
C)  One of the most challenging aspects of writing for broadcast media is making the script fit the time slot. 
D)  The primary determinant of whether an individual actually listens to radio copy is the time of day the ad is run. 
E)  One of the most challenging aspects of writing for comic commercials for broadcast media is making every word count without being outrageous.

Question 19

The headline for an ad for HP LaserJet printers,"It's Amazing What a Lack of Space and Money Can Do for Your Business" is an example of an informational headline.

Accepted Answer

A) True 
 B)False

Question 20

Oneida,the manufacturers of fine eating utensils,uses the slogan or _____,"Bring life to the table."

Accepted Answer

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

Exam 11: Creative Execution: Art and Copy

The biggest challenge in approval is keeping approvers from corrupting the style of the ad.

Why do advertisers use institutional copy?

An icon,a visual image representing some idea or thing,can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

The headline reads,"Equine Nutrition Take Hoof Care to a New Pinnacle," and the _____ copy explains what the product does and how it does it to improve equine health.

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

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

The ad's headline reads,"This allergy season,help prevent congestion before it begins,with Nasonex." The allergy medication Nasonex uses a(n) _____ headline.

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 lines.

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

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

Describe a comprehensive layout.

When Crate and 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?"

The Mucinex cold remedy commercials that feature the walking and talking Mucus is an example of a dramatized commercial.

United Airlines has used the same music (Rhapsody in Blue)in its commercials for over 20 years.What kind of a technique is the airline using as a reminder for its target audience?

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.

An ad for Samsung monitors shows five different monitors,the largest monitor is the one made by Samsung.The _____ headline reads,"Which display are you?"

Which of the following statements about developing a copy for radio advertising is true?

The headline for an ad for HP LaserJet printers,"It's Amazing What a Lack of Space and Money Can Do for Your Business" is an example of an informational headline.

Oneida,the manufacturers of fine eating utensils,uses the slogan or _____,"Bring life to the table."