Question 1

One of the most challenging aspects of developing a radio copy is to prevent it from sounding intrusive.

Accepted Answer

To be heard, an advertising message must be catchy, interesting, and unforgettable. To attract and hold the attention of listeners, particularly those not attracted to a product category, radio copy must be intrusive.

Question 2

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

Accepted Answer

The design process is both a creative and an approval process. In the creative phase of designing a print layout, the designer uses thumbnails, roughs, dummies, and comprehensives-in other words, nonfinal art-to establish the message's look and feel.

Question 3

The key to effective slice-of-life commercials is to focus on multiple product benefits.

Accepted Answer

The key to slice-of-life commercials is simplicity. The ad should concentrate on one product benefit and make it memorable.

Question 4

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

The design process is both a creative and an approval process. In the prepress (or production art) 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.

Question 5

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

Accepted Answer

Similar to print advertising, the format for a broadcast ad serves as a template for arranging message elements into a pattern. Once the art director and copywriter establish the big idea, they must determine the commercial's format.

Question 6

Headlines in prints ads are placed in such a way that they draw the most attention.

Accepted Answer

Headlines contain the largest type on the page. They consist of words that will be read first and are situated in a way that draws the most attention.

Question 7

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

Accepted Answer

In a straight announcement, a radio or TV announcer usually delivers the sales message. A presenter commercial uses celebrities, corporate officers of the sponsor, or actors playing a role.

Question 8

A storyboard is an approximation of the final commercial.

Accepted Answer

When designed to the level of a comp, the storyboard is an approximation of the final commercial. Actual production often results in many changes in lighting, camera angle, focal point, and emphasis.

Question 9

While developing a visual for a print ad, it is important to use divergent visual techniques to provide continuity for the ad campaign.

Accepted Answer

Since the visual carries so much responsibility for a print ad's success, it should be designed with several goals in mind. One of the goals is to provide continuity for the campaign by using a unified visual technique.

Question 10

Another name for the poster-style format is the storyboard layout.

Accepted Answer

Traditionally, the ads that score the highest recall employ a standard, poster-style format (also called a picture-window layout and Ayer No. 1 in the trade) with a single, dominant visual that occupies 60 to 70 percent of the ad's total area.

Question 11

Logos and signature cuts provide quick recognition at the point of purchase.

Accepted Answer

Logotypes (logos) and signature cuts (sig cuts) are special designs of the advertiser's company or product name. They appear in all company ads and, like trademarks, give the product individuality and provide quick recognition at the point of purchase.

Question 12

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

Accepted Answer

Cartoons, puppet characters, and demonstrations with computer-generated graphics are very effective animation techniques for communicating difficult messages and reaching specialized markets.

Question 13

In a thumbnail sketch of a print layout, blocks of straight or squiggly lines indicate text placement, and boxes show placement of visuals.

Accepted Answer

Thumbnails of print layouts are very basic. Blocks of straight or squiggly lines indicate text placement, and boxes show placement of visuals.

Question 14

In print ads, the key layout elements are the visual(s), headlines, subheads, body copy, slogans, seals, logos, and signatures.

Accepted Answer

In print ads, the key layout elements are the visual(s), headlines, subheads, body copy, slogans, seals, logos, and signatures.

Question 15

A print ad for a new flavor of potato wafers that encourages its readers to "Thai something new" is using device copy style.

Accepted Answer

Device copy uses figures of speech (such as puns, alliteration, assonance, and rhymes) as well as humor and exaggeration.

Question 16

Copywriting for print media should be clearer than radio writing.

Accepted Answer

Radio writing has to be clearer than any other kind of copywriting. For example, the listener can't refer back, as in print, to find an antecedent for a pronoun.

Question 17

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

Accepted Answer

Most people who read ads want to know who placed the print ad. Company signatures or logos need not be large or occupy more than 5 to 10 percent of the area.

Question 18

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

Accepted Answer

Once the best design is chosen, the layout serves as a blueprint. The layout shows the size and placement of each element in the ad.

Question 19

The headline in a print ad for a chain of hospitals reads, "Choose a hospital based on information, not just location." This is an example of a benefit headline

Accepted Answer

This is an example of a command headline. A command headline orders the reader to do something, so it might seem negative.

Question 20

The body copy in a print ad handles the credibility and desire steps of the creative pyramid.

Accepted Answer

In print, the key layout elements are the visual(s), headlines, subheads, body copy, slogans, seals, logos, and signatures. In a print ad, the body copy handles the credibility and desire steps of the creative pyramid.

Quiz 11: Creative Execution: Art and Copy

One of the most challenging aspects of developing a radio copy is to prevent it from sounding intrusive.

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

The key to effective slice-of-life commercials is to focus on multiple product benefits.

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.

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

Headlines in prints ads are placed in such a way that they draw the most attention.

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

A storyboard is an approximation of the final commercial.

While developing a visual for a print ad, it is important to use divergent visual techniques to provide continuity for the ad campaign.

Another name for the poster-style format is the storyboard layout.

Logos and signature cuts provide quick recognition at the point of purchase.

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

In a thumbnail sketch of a print layout, blocks of straight or squiggly lines indicate text placement, and boxes show placement of visuals.

In print ads, the key layout elements are the visual(s), headlines, subheads, body copy, slogans, seals, logos, and signatures.

A print ad for a new flavor of potato wafers that encourages its readers to "Thai something new" is using device copy style.

Copywriting for print media should be clearer than radio writing.

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

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

The headline in a print ad for a chain of hospitals reads, "Choose a hospital based on information, not just location." This is an example of a benefit headline

The body copy in a print ad handles the credibility and desire steps of the creative pyramid.