Question 1

Which of the following statements about developing 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 to whether an individual actually listens to radio copy is the time of day the ad is run.
E)  The scene should be set quickly to establish the premise.F) A) and B)
G) A) and E)

Question 2

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

Accepted Answer

The four basic format elements...

Question 3

The kind of picture to be used in an ad is often determined during the conceptualization process.

Accepted Answer

A) True 
 B)False

Question 4

The storyboard is only an approximation of the final commercial.

Accepted Answer

A) True 
 B)False

Question 5

What are the four basic rules for using translators in designing ads for international markets?

Accepted Answer

Advertisers should follow some basic rul...

Question 6

For best results,where in the print ad should advertisers place their company logo or signature?

Accepted Answer

For best results,company signa...

Question 7

What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and Cheese It Up?"

Accepted Answer

A command headline s...

Question 8

An effective headline should:

Accepted Answer

A)  present the complete selling idea.
B)  engage the audience.
C)  lead the reader directly into the body copy.
D)  attract attention to the advertisement.
E)  engage the reader slowly.F) D) and E)
G) A) and D)

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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 11

Which of the following is a basic element in the construction of body copy?

Accepted Answer

A)  Introduction
B)  Trial close
C)  A stimulus-response component
D)  A visual
E)  Exterior paragraphs of the body copyF) C) and E)
G) A) and E)

Question 12

How the director and the graphic artists (or graphic designer) conceptually choose and structure the artistic elements of an ad is called the ad's:

Accepted Answer

A)  style.
B)  format.
C)  design.
D)  copy concept.
E)  art composition.F) B) and C)
G) B) and D)

Question 13

What type of format traditionally produces the highest level of recall?

Accepted Answer

Traditionally,the ads that sco...

Question 14

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

Keeping the approver...

Question 15

The most important consideration for copywriters and creative directors who are trying to develop an ad campaign for a foreign market is:

Accepted Answer

A)  language.
B)  trade barriers.
C)  cultural biases.
D)  media.
E)  acculturation capabilities.F) C) and E)
G) B) and C)

Question 16

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

Accepted Answer

A)  no element of the ad should dominate.
B)  the ad should appear unusual and asymmetrical 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)  there should be a force that holds the ad together and gives it variation.F) C) and D)
G) B) and C)

Question 17

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

Accepted Answer

Print advertising uses many standard sub...

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Thumbnail sketches:

Accepted Answer

A)  are small mock-ups of dummy point-of-purchase displays.
B)  refer to the results of market tests for proposed ad campaigns.
C)  are very small,rough,rapidly produced drawings used to try out ideas during the conceptual phase of the design process.
D)  refer to each individual frame in a storyboard.
E)  are mock-ups of comparable ads that competitors are using and are provided by the agency.F) D) and E)
G) A) and B)

Question 20

The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."

Accepted Answer

A)  news/information
B)  provocative
C)  command
D)  question
E)  benefitF) A) and E)
G) B) and C)

Exam 9: Creative Execution: Art and Copy

For best results,where in the print ad should advertisers place their company logo or signature?

Correct AnswerverifiedFor best results,company signa...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An effective headline should:

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedKeeping the approver...View AnswerShow Answer

What type of format traditionally produces the highest level of recall?

Correct AnswerverifiedTraditionally,the ads that sco...View AnswerShow Answer

The kind of picture to be used in an ad is often determined during the conceptualization process.

Correct AnswerverifiedShow Answer

What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and Cheese It Up?"

Correct AnswerverifiedA command headline s...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The most important consideration for copywriters and creative directors who are trying to develop an ad campaign for a foreign market is:

Correct AnswerverifiedShow Answer

The storyboard is only an approximation of the final commercial.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedThe four basic format elements...View AnswerShow Answer

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

Correct AnswerverifiedPrint advertising uses many standard sub...View AnswerShow Answer

What are the four basic rules for using translators in designing ads for international markets?

Correct AnswerverifiedAdvertisers should follow some basic rul...View AnswerShow Answer

How the director and the graphic artists (or graphic designer) conceptually choose and structure the artistic elements of an ad is called the ad's:

Correct AnswerverifiedShow Answer

Which of the following is a basic element in the construction of body copy?

Correct AnswerverifiedShow Answer

Thumbnail sketches:

Correct AnswerverifiedShow Answer

Correct Answer
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For best results,company signa...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Keeping the approver...
View Answer

Correct Answer
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Traditionally,the ads that sco...
View Answer

Correct Answer
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Correct Answer
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A command headline s...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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The four basic format elements...
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Correct Answer
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Print advertising uses many standard sub...
View Answer

Correct Answer
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Advertisers should follow some basic rul...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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