Question 1

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 A

Question 2

Which of the following is LEAST likely a characteristic of an effective headline?

Accepted Answer

A)   Engaging the reader slowly
B)   Explaining the visual in the ad
C)   Leading the reader into the body copy
D)   Attracting attention to the advertisement
E)   Presenting the complete selling idea to the reader A

Question 3

The work of the copywriter and the art director is always subject to approval. The larger the agency and the larger the client, the more difficult the approval process becomes. What is the biggest challenge of the approval process for the copywriter and the art director?

Accepted Answer

A major challenge is keeping the approvers from corrupting the style of the ad. The creative team works hard to achieve a cohesive style. Then a group of non-writers and non-artists has the opportunity to change it all.

Question 4

An ad for Pûr water filters has a photo which shows a woman enjoying a glass of water from her Pûr water filter while her dog is on the counter gnawing on a freshly cooked turkey. The _____ copy under the picture begins with the following statement: "The only thing you'll notice is how great it tastes."

Accepted Answer

A)   institutional
B)   picture-caption
C)   dialogue
D)   device
E)   straight-sell

Question 5

Name any four rules of the layout that an artist must follow when creating an ad.

Accepted Answer

The answer of Name any four rules of the layout...

Question 6

The headline for a Pepperidge Farm whole-grain bread ad reads, "The bread you love does your heart good." The headline is best described as a benefit headline.

Accepted Answer

A) True 
 B)False

Question 7

The bottom of an advertisement for Horizon brand organic milk asks readers to visit www.horizonorganic.com to learn more about why you should drink organic milk. This is an example of a(n):

Accepted Answer

A)   direct close.
B)   lead-in.
C)   copy finale.
D)   trial close.
E)   indirect close.

Question 8

List the eight basic formats for radio and TV commercials.

Accepted Answer

The answer of List the eight basic formats for radio...

Question 9

The storyboard is an approximation of the final commercial that helps the creative visualize the sequence of action.

Accepted Answer

A) True 
 B)False

Question 10

What kind of headline makes a direct promise to the reader?

Accepted Answer

The answer of What kind of headline makes a direct...

Question 11

Once the best ad design is chosen, the layout serves as a blueprint.

Accepted Answer

A) True 
 B)False

Question 12

For which of the following projects would an ad agency most likely develop a dummy?

Accepted Answer

A)   A point-of-purchase display for Claritin allergy medication
B)   A radio ad for Olive Garden restaurants
C)   A television ad for Pepperidge Farms products
D)   A magazine ad for Healthy Choice frozen meals
E)   An interstate billboard for a local radio station

Question 13

A television commercial shows Finishing Touch Hair Remover, an electric hair trimmer designed for "sensitive areas." The ad shows various women shaving their faces. This commercial is an example of a(n) _____ commercial.

Accepted Answer

A)   demonstration
B)   testimonial
C)   lifestyle
D)   straight announcement
E)   animation

Question 14

A company that wanted to use an emotional appeal to consumers would most likely use _____ copy.

Accepted Answer

A)   narrative
B)   institutional
C)   dialog/monolog
D)   device
E)   slice-of-life

Question 15

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 16

The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n) _____; it triggers instant recall of the product.

Accepted Answer

A)   product reminder
B)   mnemonic device
C)   illustration tag
D)   visual reminder
E)   visual prod

Question 17

Traditional mechanicals are:

Accepted Answer

A)   type and line art pasted on white art board.
B)   more correctly called still-life.
C)   less expensive to develop than comps.
D)   always in black and white.
E)   very small pencil sketches.

Question 18

Imagine you are creating a commercial for a hybrid car and need background music. What are the three sources you can use to locate the appropriate music? Which method would most likely be the least expensive?

Accepted Answer

The answer of Imagine you are creating a commercial for...

Question 19

Which of the following most likely promotes user engagement on a Web site?

Accepted Answer

A)   Brand equity
B)   Interactivity
C)   Banner ads
D)   Product reviews
E)   Privacy policies

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 9: Creative Execution: Art and Copy

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.

Which of the following is LEAST likely a characteristic of an effective headline?

The work of the copywriter and the art director is always subject to approval. The larger the agency and the larger the client, the more difficult the approval process becomes. What is the biggest challenge of the approval process for the copywriter and the art director?

Name any four rules of the layout that an artist must follow when creating an ad.

The headline for a Pepperidge Farm whole-grain bread ad reads, "The bread you love does your heart good." The headline is best described as a benefit headline.

The bottom of an advertisement for Horizon brand organic milk asks readers to visit www.horizonorganic.com to learn more about why you should drink organic milk. This is an example of a(n) :

List the eight basic formats for radio and TV commercials.

The storyboard is an approximation of the final commercial that helps the creative visualize the sequence of action.

What kind of headline makes a direct promise to the reader?

Once the best ad design is chosen, the layout serves as a blueprint.

For which of the following projects would an ad agency most likely develop a dummy?

A television commercial shows Finishing Touch Hair Remover, an electric hair trimmer designed for "sensitive areas." The ad shows various women shaving their faces. This commercial is an example of a(n) _____ commercial.

A company that wanted to use an emotional appeal to consumers would most likely use _____ copy.

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

The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n) _____; it triggers instant recall of the product.

Traditional mechanicals are:

Imagine you are creating a commercial for a hybrid car and need background music. What are the three sources you can use to locate the appropriate music? Which method would most likely be the least expensive?

Which of the following most likely promotes user engagement on a Web site?

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