Question 1

In a thumbnail sketch of a print layout,blocks of straight or squiggly lines indicate text placement,and boxes show placement of visuals.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following statements about comprehensive layouts is true?

Accepted Answer

A)  They are highly refined facsimiles of the finished ad. 
B)  They are simple, incomplete drawings developed in the creative phase of an ad. 
C)  They represent basic layout approaches and consist solely of boxes which indicate placement of visuals. 
D)  They are drawings that the artist uses to visualize layout approaches without wasting time on details. 
E)  They are initial sketches without headlines, illustrations, and photos.

Question 3

A company ran an ad which showed environmental experts praising the corporate social initiatives taken up by it.The ad encouraged readers to visit its website to learn how they could help save the environment. Which of the following copy styles was used to describe the company's efforts to help preserve the environment?

Accepted Answer

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

Question 4

Logos and signature cuts provide quick recognition at the point of purchase.

Accepted Answer

A) True 
 B)False

Question 5

The _____ refers to an additional smaller headline that can appear above the headline or below it.

Accepted Answer

A)  body copy 
B)  lead-in paragraph 
C)  subhead 
D)  sig cut 
E)  trial close

Question 6

Which of the following refers to a special design of the advertiser's company or product name and appear in all company ads,giving the product individuality and providing quick recognition at the point of purchase?

Accepted Answer

A)  Logotype 
B)  Seal 
C)  Slogan 
D)  Tagline 
E)  Jingle

Question 7

Which of the following is true of benefit headlines?

Accepted Answer

A)  Their sole objective is to provoke the reader's curiosity to stimulate questions and thoughts. 
B)  They should be simple statements of the most important gain to be derived from a product. 
C)  Their main goal is to encourage readers to search for an answer in the body of the ad. 
D)  They are primarily interactive in nature and order the reader to take action. 
E)  They pique the reader's imagination and command them to use the product.

Question 8

A(n)_____ copy style uses figures of speech such as puns,alliteration,assonance,rhymes,humor and exaggeration.

Accepted Answer

A)  institutional 
B)  straight-sell 
C)  command 
D)  device 
E)  directive

Question 9

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 10

Which of the following statements about subheads is true?

Accepted Answer

A)  They appear in the same font size as a headline. 
B)  They are shorter than headlines. 
C)  They are less like sentences than headlines. 
D)  They are always smaller than the body copy. 
E)  They act as stepping stones from the headline to the body copy.

Question 11

A print ad for a new flavor of potato wafers that encourages its readers to "Thai something new" is using device copy style.

Accepted Answer

A) True 
 B)False

Question 12

Once the basic script is completed,a _____ is used by the art director to turn the video portion of the script into real images.

Accepted Answer

A)  storyboard 
B)  thumbnail sketch 
C)  rough layout 
D)  dummy 
E)  comprehensive layout

Question 13

Describe the three purposes of developing print layouts for an ad.

Accepted Answer

The answer of Describe the three purposes of developing print...

Question 14

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 15

Copywriting for print media should be clearer than radio writing.

Accepted Answer

A) True 
 B)False

Question 16

_____ headlines promise the audience that experiencing the utility of the product or service will be rewarding.

Accepted Answer

A)  Information 
B)  Provocative 
C)  Command 
D)  Question 
E)  Benefit
Benefit headlines promise the audience that experiencing the utility of the good or service will be rewarding.

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

What is the difference between a rough layout and a thumbnail sketch?

Accepted Answer

The answer of What is the difference between a rough...

Question 19

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 20

Which of the following guidelines should be followed to ensure television commercials are effective?

Accepted Answer

A)  Focus on building a complex commercial with non-descriptive language. 
B)  Concentrate solely on the opening of the ad. 
C)  Create an attention-getting opening. 
D)  Ensure demonstrations are based on fantasy to create an impact. 
E)  Use a variety of camera tricks and hype to present the ad.

Exam 11: Creative Execution

In a thumbnail sketch of a print layout,blocks of straight or squiggly lines indicate text placement,and boxes show placement of visuals.

Which of the following statements about comprehensive layouts is true?

Logos and signature cuts provide quick recognition at the point of purchase.

The _____ refers to an additional smaller headline that can appear above the headline or below it.

Which of the following refers to a special design of the advertiser's company or product name and appear in all company ads,giving the product individuality and providing quick recognition at the point of purchase?

Which of the following is true of benefit headlines?

A(n) _____ copy style uses figures of speech such as puns,alliteration,assonance,rhymes,humor and exaggeration.

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.

Which of the following statements about subheads is true?

A print ad for a new flavor of potato wafers that encourages its readers to "Thai something new" is using device copy style.

Once the basic script is completed,a _____ is used by the art director to turn the video portion of the script into real images.

Describe the three purposes of developing print layouts for an ad.

To write effective copy,a copywriter must:

Copywriting for print media should be clearer than radio writing.

_____ headlines promise the audience that experiencing the utility of the product or service will be rewarding.

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

What is the difference between a rough layout and a thumbnail sketch?

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.

Which of the following guidelines should be followed to ensure television commercials are effective?