Question 1

Briefly describe the ways of writing effectively for websites.

Accepted Answer

Reid Goldsborough, a widely syndicated t...

Question 2

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)  directiveF) A) and D)
G) D) and E)

Question 3

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.F) D) and E)
G) All of the above

Question 4

A bug spray commercial features walking and talking cockroaches. This is an example of a presenter commercial.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is true of command headlines?

Accepted Answer

A)  They aim to ask the reader questions about the product.
B)  Their goal is to provide information to the reader.
C)  They simply state a product's most important benefit.
D)  They order or request the reader to do something.
E)  All command headlines make a request to the reader.F) B) and C)
G) C) and D)

Question 6

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 varied selling points.
C)  Use passive voice and lesser verbs than adjectives.
D)  Ensure the commercial is completed within 20 seconds.
E)  Put across a long list of copy points and complex arguments.F) B) and D)
G) C) and D)

Question 7

The headline for a toy advertisement reads, "What will make your child smile this festive season?" This headline is not only a provocative one, but it is also an example of a(n)  _____ headline.

Accepted Answer

A)  informative
B)  question
C)  command
D)  directive
E)  benefitF) A) and B)
G) A) and C)

Question 8

In the prepress phase of designing a print layout, the artist prepares a mechanical: the final artwork with the actual type in place along with all the visuals the printer or the media will need to reproduce the ad.

Accepted Answer

A) True 
 B)False

Question 9

List the eight basic formats used for radio and TV commercials.

Accepted Answer

The eight basic formats used for radio a...

Question 10

Copywriting for print media should be clearer than radio writing.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is true of mechanicals?

Accepted Answer

A)  They are created using computers.
B)  They refer to thumbnails developed in the creative phase of an ad.
C)  They are created in a more advanced stage of an ad, in contrast with comps.
D)  They are developed after the reproduction process of the finished ad.
E)  They are referred to as camera-ready art by printers.F) A) and B)
G) A) and C)

Question 12

In the creative phase of designing a print layout, the designer uses nonfinal art to establish the message's look and feel.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is true of the design element of an ad with a high recall?

Accepted Answer

A)  The total headline area should always fill 70 percent of the total ad space.
B)  Body copy should be minimized if the ad is selling high-involvement products.
C)  Company signatures should occupy more than 40 percent of the total ad area.
D)  The logo of the company should be included to let readers know who placed the ad.
E)  The ad should give equal amounts of space to every design element.F) All of the above
G) B) and E)

Question 14

For best results, company signatures or logos should occupy 40 percent of the total print ad area.

Accepted Answer

A) True 
 B)False

Question 15

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 layoutF) All of the above
G) A) and E)

Question 16

A difference between straight announcement commercials and presenter commercials and is that the former uses celebrities while the latter does not.

Accepted Answer

A) True 
 B)False

Question 17

For which of the following product campaigns is a dummy most likely to be developed?

Accepted Answer

A)  A point-of-purchase display for bake and eat cookies
B)  A radio ad for a landscaping company
C)  A television ad for a housing loan
D)  A billboard for a car dealership
E)  A magazine ad for a new line of cellular phonesF) B) and D)
G) None of the above

Question 18

A(n)  _____ refers to a visual image representing 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 cut
B)  logotype
C)  themeline
D)  icon
E)  jingleF) C) and D)
G) B) and D)

Question 19

Which of the following is true of a poster-style format?

Accepted Answer

A)  It is a striking contrast of an Ayer No.1 layout.
B)  It scores the lowest recall among all ad formats.
C)  It has a dominant visual that occupies 60 to 70 percent of the ad's total area.
D)  It consists of multiple large pictures and two small ones.
E)  Its copy blocks comprise 85 percent of the ad.F) B) and E)
G) C) and E)

Question 20

National flags are nonverbal signals that stir patriotic emotions, thoughts, and actions.

Accepted Answer

A) True 
 B)False

Exam 11: Creative Execution: Art and Copy

For which of the following product campaigns is a dummy most likely to be developed?

Correct AnswerverifiedShow Answer

Copywriting for print media should be clearer than radio writing.

Correct AnswerverifiedShow Answer

National flags are nonverbal signals that stir patriotic emotions, thoughts, and actions.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The headline for a toy advertisement reads, "What will make your child smile this festive season?" This headline is not only a provocative one, but it is also an example of a(n) _____ headline.

Correct AnswerverifiedShow Answer

In the prepress phase of designing a print layout, the artist prepares a mechanical: the final artwork with the actual type in place along with all the visuals the printer or the media will need to reproduce the ad.

Correct AnswerverifiedShow Answer

Which of the following statements about comprehensive layouts is true?

Correct AnswerverifiedShow Answer

A bug spray commercial features walking and talking cockroaches. This is an example of a presenter commercial.

Correct AnswerverifiedShow Answer

Which of the following is true of a poster-style format?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A difference between straight announcement commercials and presenter commercials and is that the former uses celebrities while the latter does not.

Correct AnswerverifiedShow Answer

List the eight basic formats used for radio and TV commercials.

Correct AnswerverifiedThe eight basic formats used for radio a...View AnswerShow Answer

Which of the following is true of command headlines?

Correct AnswerverifiedShow Answer

Briefly describe the ways of writing effectively for websites.

Correct AnswerverifiedReid Goldsborough, a widely syndicated t...View AnswerShow Answer

For best results, company signatures or logos should occupy 40 percent of the total print ad area.

Correct AnswerverifiedShow Answer

Which of the following is true of the design element of an ad with a high recall?

Correct AnswerverifiedShow Answer

Which of the following is true of mechanicals?

Correct AnswerverifiedShow Answer

In the creative phase of designing a print layout, the designer uses nonfinal art to establish the message's look and feel.

Correct AnswerverifiedShow Answer

A(n) _____ refers to a visual image representing 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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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The eight basic formats used for radio a...
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Reid Goldsborough, a widely syndicated t...
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