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Exam 11: Executing the Creative

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Question 51

True/False

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A storyboard is a shot-by-shot sketch depicting,in sequence,the visual scenes and copy that will be used in an advertisement.

A) True
B) False

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Question 52

Multiple Choice

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Which of the following is the main challenge of the copywriter? 

A)  Combining visuals to create a unified whole 
B)  Writing copy that is effective even if it is "off creative strategy" 
C)  Extracting ideas from art 
D)  Creating the mood, tone, or humorous angle that gives the product real value

E) A) and D)
F) A) and B)

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Question 53

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Scenario 11-4 You are a production assistant working on a 30-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies. The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product.  -(Scenario 11-4) The first cut of the ad is attractive,touching,cute,and just humorous enough.When an audience tests it,most viewers really like the dogs,the visuals,and the music,but they don't remember the product.Which of the following creative guidelines for television was forgotten? 

Explain the advantages of copywriting in print media,and list the disadvantages of copywriting for television advertising.

A copywriter is deciding on the best approach for a social media ad featuring a beauty cream,and has narrowed down her options to two types-testimonial or dialogue.Which of the following is a major difference between a testimonial and a dialogue? 

Scenario 11-2 You are the creative director at a Milwaukee ad agency. Today, your copywriters are presenting you with their ideas for several thirty-second radio spots for the City of Milwaukee Tourism Bureau. The Bureau wants to feature its own information center and tours, city museums, art galleries, concerts, festivals, and special events. When they are ready, the best ideas will be taken to the marketing director of the City of Milwaukee for review and approval.  -(Scenario 11-2) One copywriter presents a spot that is funny,delivers the key selling points,and uses opening music and sound effects representing various elements of the city.You need to get it recorded before sending it to the client.You send it with the young copywriter to a trusted recording studio with the caution that says,"Use sounds effects with care." This means that: 

Scenario 11-4 You are a production assistant working on a 30-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies. The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product.  -(Scenario 11-4) In which of the following roles has the producer been involved with during the preproduction process for this commercial? 

List the main members of an advertising agency's creative team? Consider how they are assigned tasks in producing written,audio,and visual elements of ads.Briefly describe these roles and responsibilities.

Which of the following is considered the most crucial design element that brings harmony to all components on the page? 

Explain why producing a television commercial is an extremely expensive undertaking.Describe a television commercial that you have seen recently.Analyze it in terms of how it meets or fails to meet two of the five primary creative guidelines for television ad production as noted in the text.

A creative brief helps specify message elements that must be coordinated during the preparation of copy.

Scenario 11-5 A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agency's creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"-a tactic that has been used again and again by other medical institutions.  -(Scenario 11-5) The art director for this campaign needs to convey a particular mood,a feeling of warmth and serenity,in this ad illustration.While all of the elements below may have some impact on the illustration,she should pay particular attention to the: 

The creative team is guided by the creative brief.

Which of the following refers to the term audio wallpaper? 

A headline is effective if it: 

An account planner is added to many creative teams to: 

Scenario 11-3 A 30-second TV spot for Ivory Soap begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner. Music plays in the background. The words "You Probably Know This-Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen. The litmus paper is removed, and it has turned a dark blue-green color. "You Probably Know This-The Darker, The Harsher" is then superimposed. A series of cuts reveals litmus paper being lowered onto different bars of wet soap. In each case, the strip turns a dark color. The brand name of each bar of soap is superimposed underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper remains yellow. Three super impositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none."  -(Scenario 11-3) A copywriter came up with the idea to superimpose the words,"You Probably Know This-Litmus Paper Measures Alkalinity" and "You Probably Know This-The Darker,The Harsher." Considering the nature of this ad,which general guideline for television copywriting does this follow? 

Copywriting for digital/interactive media: 

Some top brands like Ford,Visa,and L'Oréal have slogans,or short phrases,to help establish: 

Formal balance creates a mood of seriousness or directness.Informal balance actually creates an imbalance; a sense of unease and discomfort,or the feeling that something has gone wrong.