Question 1

A(n)_____ is a visual image of some idea or thing that can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

Accepted Answer

A)  signature 
B)  logotype 
C)  perceptual image 
D)  icon 
E)  international attribute

Question 2

The _____ on Lay's potato chips informs customers that the chips received the "Best Taste Award" among leading classic-style potato chips by professional chefs of the American Culinary ChefsBest.

Accepted Answer

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

Question 3

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

Accepted Answer

A)  all elements in the ad should have equal importance to the final communications. 
B)  the ad should appear unbalanced 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)  the ad should be broken into clear unrelated sections.

Question 4

Effective Web sites should always offer:

Accepted Answer

A)  an Internet service provider sponsor. 
B)  interactivity. 
C)  a toll-free number. 
D)  a PayPal option. 
E)  a mission statement explaining privacy policies.

Question 5

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.

Accepted Answer

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

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

_____ are small,very rough,rapidly produced drawings used to try out ideas during the conceptual phase of the design process.

Accepted Answer

A)  Dummies 
B)  Pasteups 
C)  Roughs 
D)  Thumbnail sketches 
E)  Mechanicals

Question 9

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

Accepted Answer

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 10

Slice-of-life television commercials often incorporate _____,often a gimmick,used to assist the viewer's memory.

Accepted Answer

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

Question 11

Advertisers working in global markets must pretest art and design concepts with the natives of each country.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Dawn dishwashing detergent ran an ad in which the detergent was praised by wildlife experts who encouraged readers to join dawnsaveswildlife.com to learn how individuals can save the environment.The ad in this campaign used a(n)_____ copy that did not sell the product but rather explained how the manufacturer helped the environment.

Accepted Answer

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

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

A television commercial,which shows how easily the Clorox Bleach Pen removes grass stains from soccer uniforms,is an example of a(n)_____ commercial.

Accepted Answer

A)  demonstration 
B)  testimonial 
C)  lifestyle 
D)  straight announcement 
E)  straight-sell

Question 16

The ad for L'Oreal RevitaLift cream has a(n)_____ headline that reads,"Dramatically lifts and retightens skin immediately."

Accepted Answer

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

Question 17

Describe the three reasons why art directors use layouts.

Accepted Answer

The answer of Describe the three reasons why art directors...

Question 18

Which of the following is an important guideline for creating effective radio commercials?

Accepted Answer

A)  Mention the advertiser's name early and often. 
B)  Use several big ideas. 
C)  Use unusual sound effects to break through ad clutter. 
D)  Avoid asking directly for the order/sale. 
E)  The shorter the commercial, the more effective it is.

Question 19

One purpose of the ad layout is to:

Accepted Answer

A)  indicate budgetary requirements. 
B)  serve as an ad blueprint. 
C)  decode the message. 
D)  create a needs hierarchy. 
E)  to posttest the ad.

Question 20

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

Accepted Answer

The answer of Print advertising uses many standard subjects for...

Exam 11: Creative Execution: Art and Copy

A(n) _____ is a visual image of some idea or thing that can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

The _____ on Lay's potato chips informs customers that the chips received the "Best Taste Award" among leading classic-style potato chips by professional chefs of the American Culinary ChefsBest.

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

Effective Web sites should always offer:

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.

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

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

_____ are small,very rough,rapidly produced drawings used to try out ideas during the conceptual phase of the design process.

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

Slice-of-life television commercials often incorporate _____,often a gimmick,used to assist the viewer's memory.

Advertisers working in global markets must pretest art and design concepts with the natives of each country.

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

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

A television commercial,which shows how easily the Clorox Bleach Pen removes grass stains from soccer uniforms,is an example of a(n) _____ commercial.

The ad for L'Oreal RevitaLift cream has a(n) _____ headline that reads,"Dramatically lifts and retightens skin immediately."

Describe the three reasons why art directors use layouts.

Which of the following is an important guideline for creating effective radio commercials?

One purpose of the ad layout is to:

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