Question 1

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.

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Question 2

Define and explain the three main visual elements of print and often digital/interactive advertisements.What is the primary purpose of each?

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Question 3

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)One last thing that she recommends to the client involves her choice of a particular element from among hundreds of options.She admits she has agonized over her selection on this because it affects not only readability,but also sets the mood and tone of the overall visual impression.She is most likely talking about the _______.
A) illustration format 
B) layout 
C) typeface 
D) color

Accepted Answer

The element being referred to is most likely the typeface, as it affects both readability and sets the mood and tone of the overall visual impression. The other options (illustration format, layout, and color) may also have an impact, but are not as likely to be the specific element mentioned in the scenario.

Question 4

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

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Question 5

What are the differences between writing advertising copy for print media and for broadcast media? What unique challenges does writing for broadcast media hold,and how does writing for interactive or digital media fit into this?

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Question 6

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.

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Question 7

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)One thing that the art director has learned is that ads should lead the reader's gaze in a logical path that includes the brand name.Which of the following elements of design does this involve? 
A) Order 
B) Proportion 
C) Balance 
D) Unity

Accepted Answer

Leading the reader's gaze in a logical path involves the element of design known as "order." This involves organizing the visual elements in a clear and structured manner that guides the viewer's eye towards the intended focal point, which in this case would be the hospital's brand name. Proportion, balance, and unity are important elements of design as well, but they do not specifically relate to the act of leading the viewer's gaze in a logical path.

Question 8

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)Once she has a rough draft,the art director has to admit that it is a really great-looking ad.All the elements hang together and work with each other,and the overall feel is harmonious and peaceful.She clearly understands the principle of _________.
A) balance 
B) unity 
C) order 
D) proportion

Accepted Answer

The art director's ability to create a harmonious and peaceful feel in the ad suggests an understanding of the principle of unity, which involves creating a sense of completeness and cohesion among the various elements of a design.

Question 9

What are the five principles of design? Choose two of the principles and discuss the considerations involved in each.Then give an example of each.

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Quiz 11: Executing the Creative