Question 1

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

Accepted Answer

These symbols, if improperly used, could also hurt sales.

Question 2

_____ are small,very rough,rapidly produced drawings used to try out ideas during the conceptual phase of the design process.
A) Dummies
B) Pasteups
C) Roughs
D) Thumbnail sketches
E) Mechanicals

Accepted Answer

Blocks of straight or squiggly lines indicate text placement, and boxes show placement of visuals. The best sketches are then developed further.

Question 3

People tend to read every word on a Web site so it is important that the writing be effective.

Accepted Answer

People don't really read a Web site. They scan it.

Question 4

The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.
A) the storyboard editor
B) the graphic consultant
C) the graphic designer
D) the copy editor
E) the production artist

Accepted Answer

See Ad Lab 11-A: The Role of the Advertising Artist.

Question 5

Advertisers working in global markets must pretest art and design concepts with the natives of each country.

Accepted Answer

Pretesting art and design concepts with natives of each country helps ensure that the advertising is culturally appropriate and resonates well with the target audience, avoiding misunderstandings or cultural insensitivity.

Question 6

Which of the following is NOT a standard subject used by print ads for ad visuals?
A) Public relations
B) The package itself
C) Negative appeal
D) Product comparison
E) Testimonials

Accepted Answer

The package helps the buyer find the package on the grocery shelf. Sometimes the visual points out what happens if you do not use the product. Product comparison is the premise of comparative advertising. Before and after testimonials are commonly used as visuals.

Question 7

A(n)_____ is an overall orderly arrangement of all the format elements of a print ad.
A) copy
B) slogan
C) ad draft
D) layout
E) outline

Accepted Answer

The format elements of an ad are: visual(s), headline, subheads, body copy, slogan, seal, logo, and signature.

Question 8

Which of the following statements about comprehensive layouts or comps is true?
A) At the comp stage, all visuals are in final form.
B) Comps are generally simplistic.
C) The headlines and subheads are hand-lettered on a comp.
D) Comps present the handheld look and feel of brochures, multipage materials, or point-of-purchase displays.
E) The body copy on a comp is simulated by using pencil lines.

Accepted Answer

Comps are elaborate. The comp is a full-color proof of the ad. Alternative D describes a dummy.

Question 9

For which of the following projects would an ad agency be most likely to develop a dummy?
A) A point-of-purchase display for Pillsbury bake-and-eat cookies.
B) A radio ad for a landscaping company.
C) A television ad for State Farm insurance.
D) A magazine ad for Herbal Essence shampoo.
E) An interstate billboard for a GMC dealership.

Accepted Answer

A dummy presents the handheld look and feel of brochures, multipage materials, or point-of-purchase displays.

Question 10

One purpose of the ad layout is to:
A) indicate budgetary requirements.
B) serve as an ad blueprint.
C) decode the message.
D) create a needs hierarchy.
E) to posttest the ad.

Accepted Answer

The layout shows how the message is encoded. The reader will decode. The layout also helps the creative team develop the ad's psychological elements and it shows the advertiser and the agency how the finished ad will look in advance.

Question 11

In the _____,which is drawn to the size of the actual advertisement,the headlines and subheads are lettered in,the intended illustrations and photographs are sketched in,and the body copy is simulated by using lines.
A) mock-up
B) thumbnail sketch
C) dummy
D) rough
E) draft copy

Accepted Answer

The agency may present roughs to clients, particularly cost-conscious ones, for approval.

Question 12

Which of the following is NOT a reason to use visuals in print ads?
A) To identify the subject of the ad.
B) To disintegrate the continuity of the ad campaign.
C) To capture the reader's attention.
D) To help convince the reader of the truth of copy claims.
E) To create a favorable impression of the product or advertiser.

Accepted Answer

The visuals actually provide continuity for the campaign by using a unified visual technique in each ad.

Question 13

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

Accepted Answer

In international markets, the most important consideration for copywriters and creative directors is language.

Question 14

After conceptualization,the primary responsibility of the art director is to:
A) supervise the ad's progress to completion.
B) prepare possible visuals for the ad.
C) write the body copy and the headline(s).
D) introduce creativity to a prosaic process.
E) organize the various elements of an ad into a proposed layout.

Accepted Answer

See Ad Lab 11-A: The Role of the Advertising Artist.

Question 15

Another name for the poster-style format is the:
A) thumbnail sketch.
B) pasteup.
C) camera-ready copy.
D) picture-window layout.
E) comprehensive layout.

Accepted Answer

The poster-style format comes with a single, dominant visual that occupies 60 to 70 percent of the ad's total area.

Question 16

Mechanicals are:
A) generally created on computers.
B) more correctly called still-life.
C) less expensive to develop than comps.
D) always in black and white.
E) referred to as camera ready art by printers.

Accepted Answer

Printers refer to the mechanical or pasteup as camera-ready art because they photograph it using a large production camera before starting the reproduction process-creating color keys, prints, and films of the finished ad.

Question 17

In a _____,the artist draws to the actual size of the ad.
A) thumbnail
B) mechanical
C) creative brief
D) rough layout
E) comprehensive layout

Accepted Answer

Headlines and subheads suggest the final type style, illustrations and photos are sketched in, and body copy is simulated with lines.

Question 18

An icon,a visual image representing some idea or thing,can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

Accepted Answer

On a more personal level, a culture's icons can express social roles.

Question 19

According to the principles guiding how ads should be laid out:
A) all elements in the ad should have equal importance to the final communications.
B) the ad should appear unbalanced 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) the ad should be broken into clear unrelated sections.

Accepted Answer

One element of the ad should have enough emphasis to dominate the ad. The design should be balanced. The space within the ad should be broken up into pleasing proportions. Unity is important for an ad.

Question 20

The way the director and the graphic artists conceptually choose and structure the artistic elements of an ad is called the ad's:
A) slogan.
B) style.
C) design.
D) copy.
E) art composition.

Accepted Answer

A designer sets a style -the manner in which a thought or image is expressed-by choosing particular artistic elements and blending them in a unique way.

Quiz 11: Creative Execution: Art and Copy

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

_____ are small,very rough,rapidly produced drawings used to try out ideas during the conceptual phase of the design process.

People tend to read every word on a Web site so it is important that the writing be effective.

The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.

Advertisers working in global markets must pretest art and design concepts with the natives of each country.

Which of the following is NOT a standard subject used by print ads for ad visuals?

A(n) _____ is an overall orderly arrangement of all the format elements of a print ad.

Which of the following statements about comprehensive layouts or comps is true?

For which of the following projects would an ad agency be most likely to develop a dummy?

One purpose of the ad layout is to:

In the _____,which is drawn to the size of the actual advertisement,the headlines and subheads are lettered in,the intended illustrations and photographs are sketched in,and the body copy is simulated by using lines.

Which of the following is NOT a reason to use visuals in print ads?

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

After conceptualization,the primary responsibility of the art director is to:

Another name for the poster-style format is the:

Mechanicals are:

In a _____,the artist draws to the actual size of the ad.

An icon,a visual image representing some idea or thing,can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

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

The way the director and the graphic artists conceptually choose and structure the artistic elements of an ad is called the ad's: