Question 1

To be effective, television commercials should:
A)let the audio carry most of the weight.
B)use "ad talk" to create a dramatic opening.
C)use a large number of elements in the commercial.
D)concentrate on the final impression the commercial will make.
E)ensure all scenes run for more than half a minute.

Accepted Answer

According to My IMC Campaign 11-F, to be effective, TV commercials should begin at the finish by concentrating on the final impression the commercial will make.

Question 2

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

Accepted Answer

According to My IMC Campaign 11-E, in an effective radio commercial, the advertiser's name should be mentioned early and often. If the product or company name is tricky, it could be spelled out.

Question 3

Slogans, also known as _____, begin as successful headlines and become standard statements through continuous use.
A)logos
B)taglines
C)trademarks
D)hooks
E)signature cuts

Accepted Answer

Many slogans (also called themelines or taglines) begin as successful headlines. Through continuous use, taglines become standard statements, not just in advertising but for salespeople and company employees.

Question 4

Commercials that dramatize real-life situations are known as _____. It usually starts with just plain folks, played by professional actors, discussing some problem or issue.
A)straight announcement
B)slice-of-life
C)jingle
D)testimonial
E)animation

Accepted Answer

Commercials that dramatize real-life situations are called slice of life. It usually starts with just plain folks, played by professional actors, discussing some problem or issue.

Question 5

Wilkinson Insurance uses a TV ad to reach out to customers about its newly launched insurance scheme. In the commercial, a celebrity talks about the new scheme and points out its benefits. Which of the following commercial formats is being used in this ad?
A)Demonstration
B)Jingle
C)Animation
D)Presenter
E)Slice of life

Accepted Answer

The presenter commercial uses one person or character to present the product and carry the sales message. Some presenters are celebrities and others may be corporate officers of the sponsor, or they may be actors playing a role.

Question 6

In a(n) _____ copy, the characters portrayed in a print ad do the selling in their own words and an element of believability is added.
A)device
B)picture-caption
C)dialogue/monologue
D)narrative
E)hyperbolic

Accepted Answer

By using dialogue/monologue copy, the copywriter can add the believability that narrative copy sometimes lacks. The characters portrayed in a print ad do the selling in their own words.

Question 7

Which of the following about developing copy for radio advertising holds true?
A)Radio copy must avoid being intrusive in order to attract and hold the attention of listeners.
B)It is important to include characters in the radio copy that sound highly exotic in order to grab listeners' attention.
C)It is challenging, yet essential to make the radio copy script fit the time slot.
D)Radio copy should use a large number of homonyms to ensure the message is clear
E)Radio copy should represent an overzealous effort to attract listeners.

Accepted Answer

One of the most challenging aspects of writing radio copy is making the script fit the time slot. The delivery changes for different types of commercials, so writers read the script out loud for timing.

Question 8

Which of the following provides an independent, valued endorsement for an advertiser's product because the organization awarding it is a recognized authority?
A)Logo
B)Signature cut
C)Themeline
D)Seal
E)Close

Accepted Answer

A seal is awarded only when a product meets standards established by a particular organization. Such organizations are recognized authorities, their seals provide an independent, valued endorsement for the advertiser's product.

Question 9

Which of the following is a basic element in the construction of long copy ads that helps consumers make the buying decision early?
A)Audio
B)Trial close
C)Logotype
D)Visual
E)Themeline

Accepted Answer

A trial close is a basic format element that is used to construct long copy ads. Consumers often make the buying decision without reading all the body copy. The trial close gives them the opportunity to make the buying decision early.

Question 10

Effective radio commercials should:
A)use familiar sound effects.
B)mention the advertiser's name only once.
C)avoid asking for the order.
D)use more adjectives than verbs.
E)be based on an absurd premise only.

Accepted Answer

According to My IMC Campaign 11-E, while creating effective radio commercials, it is important to use familiar sound effects. Ice tinkling in a glass, birds chirping, or a door shutting can create a visual image. Music also works if its meaning is clear.

Question 11

In terms of print ads, a _____ is awarded only when a product meets standards established by a particular organization.
A)signature cut
B)seal
C)slogan
D)logotype
E)tagline

Accepted Answer

A seal is awarded only when a product meets standards established by a particular organization, such as the Organic Crop Improvement Association, the Good Housekeeping Institute, Underwriters Laboratories, or Parents Institute. Because these organizations are recognized authorities, their seals provide an independent, valued endorsement for the advertiser's product

Question 12

The bottom of an advertisement for Perfect Homes reads, "Call 1-800-517-0317 or visit http://www.surefit.com to receive a free catalog." In terms of the format elements used to construct long copy, this is an example of a(n):
A)close
B)lead-in paragraph
C)kicker
D)themeline
E)interior paragraph

Accepted Answer

Four basic format elements are used to construct long copy ads: the lead-in paragraph, interior paragraphs, trial close, and close. A good close asks consumers to do something and tells them how. A close should simplify the audience's response, making it easy for them to order the merchandise, send for information, or visit a showroom or a website.

Question 13

The art director uses the TV script to create a series of _____ to present the artistic approach, the action sequences, and the style of the commercial.
A)casting briefs
B)storyboard roughs
C)themelines
D)lead-in paragraphs
E)testimonials

Accepted Answer

When developing the artistic concept for commercials, the art director uses the TV script to create a series of storyboard roughs to present the artistic approach, the action sequences, and the style of the commercial. When the storyboard is approved, it serves as a guide for the final production phase.

Question 14

Which of the following is used to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement?
A)Casting brief
B)Slogan
C)Trademark
D)Testimonial
E)Signature cut

Accepted Answer

Through continuous use, slogans become standard statements, not just in advertising but for salespeople and company employees. Slogans have two basic purposes: to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement.

Question 15

A commercial for Bradley's Irish Cream, a chocolate liqueur, shows young people at a pool party drinking the brand of liqueur. Which of the following commercial formats is being used?
A)Animation
B)Musical
C)Lifestyle
D)Testimonial
E)Straight announcement

Accepted Answer

The lifestyle commercial presents the user rather than the product. Beer and soft drink advertisers frequently target their messages to active, outdoorsy young people, focusing on who drinks the brand rather than on specific product advantages.

Question 16

In a print ad, the _____ is a link between the headline and the sales ideas presented in the text.
A)demonstration
B)close
C)pasteup
D)lead-in paragraph
E)hook

Accepted Answer

The lead-in paragraph is a bridge between the headline and the sales ideas presented in the text. Like a subhead, the lead-in paragraph is part of the interest step. It must be engaging and able to convert a prospect's reading interest to product interest.

Question 17

Which of the following refers to a special design of the advertiser's company or product name and appear in all company ads, giving the product individuality and providing quick recognition at the point of purchase?
A)Logotype
B)Seal
C)Slogan
D)Tagline
E)Jingle

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 18

In a(n) _____ commercial format, a radio or TV announcer delivers the sales message. It is adaptable to almost any product or situation.
A)demonstration
B)testimonial
C)musical
D)animated
E)straight announcement

Accepted Answer

The oldest and simplest type of radio or TV commercial is the straight announcement. In such commercials, one person, usually a radio or TV announcer, delivers the sales message. Straight announcements are popular because they are adaptable to almost any product or situation

Question 19

Which of the following guidelines should be followed to ensure television commercials are effective?
A)Focus on building a complex commercial with non-descriptive language.
B)Concentrate solely on the opening of the ad.
C)Create an attention-getting opening.
D)Ensure demonstrations are based on fantasy to create an impact.
E)Use a variety of camera tricks and hype to present the ad.

Accepted Answer

According to My IMC Campaign 11-F, for effective TV commercials, it is important to create an attention-getting opening. An opening that is visually surprising or full of action, drama, humor, or human interest sets the context and allows a smooth transition to the rest of the commercial.

Question 20

A television commercial shows how easily a brand of washing powder removes grass stains from soccer uniforms. This is an example of a(n) _____ commercial.
A)demonstration
B)testimonial
C)animation
D)straight announcement
E)jingle

Accepted Answer

Television is well suited for visual demonstration. A demonstration convinces an audience better and faster than a spoken message.

Quiz 11: Creative Execution: Art and Copy

To be effective, television commercials should:

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

Slogans, also known as _____, begin as successful headlines and become standard statements through continuous use.

Commercials that dramatize real-life situations are known as _____. It usually starts with just plain folks, played by professional actors, discussing some problem or issue.

Wilkinson Insurance uses a TV ad to reach out to customers about its newly launched insurance scheme. In the commercial, a celebrity talks about the new scheme and points out its benefits. Which of the following commercial formats is being used in this ad?

In a(n) _____ copy, the characters portrayed in a print ad do the selling in their own words and an element of believability is added.

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

Which of the following provides an independent, valued endorsement for an advertiser's product because the organization awarding it is a recognized authority?

Which of the following is a basic element in the construction of long copy ads that helps consumers make the buying decision early?

Effective radio commercials should:

In terms of print ads, a _____ is awarded only when a product meets standards established by a particular organization.

The bottom of an advertisement for Perfect Homes reads, "Call 1-800-517-0317 or visit http://www.surefit.com to receive a free catalog." In terms of the format elements used to construct long copy, this is an example of a(n) :

The art director uses the TV script to create a series of _____ to present the artistic approach, the action sequences, and the style of the commercial.

Which of the following is used to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement?

A commercial for Bradley's Irish Cream, a chocolate liqueur, shows young people at a pool party drinking the brand of liqueur. Which of the following commercial formats is being used?

In a print ad, the _____ is a link between the headline and the sales ideas presented in the text.

Which of the following refers to a special design of the advertiser's company or product name and appear in all company ads, giving the product individuality and providing quick recognition at the point of purchase?

In a(n) _____ commercial format, a radio or TV announcer delivers the sales message. It is adaptable to almost any product or situation.

Which of the following guidelines should be followed to ensure television commercials are effective?

A television commercial shows how easily a brand of washing powder removes grass stains from soccer uniforms. This is an example of a(n) _____ commercial.