Question 1

A television commercial shows Finishing Touch Hair Remover,an electric hair trimmer designed for "sensitive areas." The ad shows various women shaving their faces.This commercial is an example of a(n)_____ commercial.
A) demonstration
B) testimonial
C) lifestyle
D) straight announcement
E) animation

Accepted Answer

The commercial is demonstrating how to use the product and its benefits.

Question 2

The distinctive voice of the Aflac duck immediately reminds viewers that Aflac is there to help pay bills medical insurance will not cover,acting as a(n)
A) product reminder.
B) illustration tag.
C) mnemonic device.
D) visual reminder.
E) visual prod.

Accepted Answer

The Aflac duck serves as a mnemonic device by immediately reminding viewers of the Aflac brand and its purpose - to help pay bills that medical insurance will not cover.

Question 3

Which of the following is not an electronic channel for sharing product-related opinions?
A) animatic
B) message board
C) Twitter account
D) YouTube video
E) Facebook page

Accepted Answer

Animatic is a type of pre-production storyboard used in animation, not an electronic channel for sharing product-related opinions. The remaining choices (B, C, D, E) are all commonly used electronic channels for sharing product-related opinions.

Question 4

An animatic is best described as a
A) popular TV commercial shared through social media.
B) concept used exclusively in animated TV commercials.
C) finished, operational script for a television commercial.
D) large white sheet preprinted with a series of blank television screens.
E) film strip of the storyboard sketches accompanied by the audio part of a TV commercial.

Accepted Answer

An animatic is a film strip or video that includes the storyboard sketches accompanied by the audio part of a TV commercial. It is used to give a rough idea of how the final commercial will look and feel before the animation and editing process is completed. Therefore, option E is the best choice as it provides the most accurate explanation of an animatic.

Question 5

Effective television commercials should most likely
A) let the audio carry most of the weight.
B) avoid the use of demonstrations.
C) make the message complex.
D) focus on final impressions.
E) include lengthy audio copy.

Accepted Answer

Effective television commercials should focus on creating a lasting impression on the viewer. By leaving a strong final impression or memorable tagline, the commercial is more likely to stick with the viewer and make an impact.

Question 6

The primary purpose of a banner ad is to
A) facilitate the use of a firm's Facebook page by offering free product samples.
B) bring Internet users to a website other than the one they intended to visit.
C) ensure that website users are engaged with a firm's product or brand.
D) encourage Internet users to share entertaining messages with others.
E) achieve synergy by ensuring that artwork and headlines work together.

Accepted Answer

The primary purpose of a banner ad is to redirect Internet users to a website other than the one they intended to visit. This is accomplished by placing the ad on other websites or in search engine results pages, encouraging users to click on the ad and visit the advertiser's website.

Question 7

What is most likely a characteristic of an effectively designed website?
A) a layout that matches scanning patterns
B) bold, black headlines to grab attention
C) a link to a firm's Facebook page
D) large icons to enhance interactivity
E) minimal photos to cause distraction

Accepted Answer

A layout that matches scanning patterns is a characteristic of an effectively designed website because it makes it easier for users to quickly find what they are looking for.

Answer: D
 Large icons enhance interactivity and make it easier for users to navigate the website, improving their overall experience.

Question 8

A _____ commercial for the Pentax waterproof point-n-shoot digital camera showed how the camera survived when a toddler grabbed the camera and dropped it into her dirty bathwater.
A) straight presentation
B) slice-of-life
C) benefit
D) narrative
E) straight-sell

Accepted Answer

The commercial describes a real-life scenario of a toddler dropping the camera into dirty bathwater, which is a classic example of the slice-of-life advertising approach.

Question 9

Which of the following most likely promotes user engagement on a website?
A) brand equity
B) interactivity
C) banner ads
D) product reviews
E) privacy policies

Accepted Answer

Interactivity allows users to engage with the website, which can lead to increased engagement.

Question 10

Which term refers to a highly influential group of heavy Internet users who frequently share their opinions about brands and products with others?
A) e-marketer
B) blogger
C) e-fluential
D) hacker
E) icon

Accepted Answer

The term "e-fluential" refers to a highly influential group of heavy Internet users who frequently share their opinions about brands and products with others.

Question 11

The art director for a television commercial creates the _____ to present the artistic approach,the action sequences,and the style of the commercial.
A) casting brief
B) storyboard roughs
C) visualization board
D) conceptualization board
E) preproduction board

Accepted Answer

Storyboard roughs are the visual representations of the artistic approach, action sequences, and style of a television commercial. They are usually presented to the client for approval before production. Casting briefs, visualization boards, conceptualization boards, and preproduction boards may also be used in the process, but they are not specifically for presenting the artistic approach and style.

Question 12

Slice-of-life television commercials often incorporate _____,which are intended to assist the viewer's memory.
A) hidden perceptual benefits
B) problem/solution features
C) stimulus-response components
D) subliminal perception
E) mnemonic devices

Accepted Answer

Mnemonic devices are memory aids that help people remember information. In slice-of-life commercials, mnemonic devices could be incorporated to help viewers remember the brand or product being advertised. For example, a catchy jingle or slogan that is repeated throughout the commercial could serve as a mnemonic device.

Question 13

A SoBe Life Water ad features a model and hundreds of geckos.Since Geico,an insurance company,has made such good use of the gecko in its advertising,many viewers actually think the ad is for insurance instead of bottled water.In this case,the SoBe commercial acts as a _____ for Geico.
A) hidden perceptual benefit
B) problem/solution feature
C) stimulus-response component
D) subliminal perception
E) mnemonic device

Accepted Answer

The SoBe commercial featuring geckos is acting as a mnemonic device for Geico, as it is creating a strong association between the gecko and the insurance company in the minds of viewers. This is similar to how Geico's own advertising campaign featuring the gecko acts as a mnemonic device for the company itself.

Question 14

The most 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) act as if radio is an international medium.

Accepted Answer

Using familiar sound effects is effective in capturing the listener's attention and creating a memorable commercial. Asking for the order is also important in prompting the listener to take action, thus option C is incorrect. Mentioning the advertiser's name only once may not be enough for the listener to remember the brand, and using more adjectives than verbs may not effectively communicate the message. Lastly, option E is not relevant as not all radio commercials are intended for an international audience.

Question 15

A commercial for Bailey's Irish Cream shows young sophisticates in a party-like atmosphere enjoying each other's company and drinking the liqueur.This commercial uses
A) animation.
B) a soft sell.
C) a lifestyle technique.
D) silent testimonials.
E) a narrative technique.

Accepted Answer

The commercial is using a lifestyle technique to show how Bailey's Irish Cream can enhance the sophistication and enjoyment of a party atmosphere.

Question 16

The _____ commercial is the oldest and simplest type of television commercial to produce.
A) straight announcement
B) testimonial
C) narrative
D) dialog
E) standard-sell

Accepted Answer

The straight announcement commercial is a basic message delivered directly to the camera or audience without the need for complex production elements. It is usually a simple and cost-effective type of commercial to produce.

Question 17

The layout for the script of a television commercial is first seen as a _____,a series of frames or pictures that correspond to the commercial.
A) storyboard
B) mechanical
C) rough
D) dummy
E) comp

Accepted Answer

A storyboard is a visual representation of a script for a television commercial, consisting of a series of frames or pictures that correspond to the commercial. The other options listed (mechanical, rough, dummy, and comp) do not specifically refer to the layout for a television commercial script.

Question 18

In a(n)_____ commercial for Square Space,a representative for the podcaster Square Space explained how the company could help listeners "set your website apart" with an easy-to-use platform that allows small businesses to build their own websites.
A) testimonial
B) slice-of-life
C) animated
D) straight announcement
E) demonstration

Accepted Answer

The commercial described the features of Square Space in a straightforward manner, making it a straight announcement.

Question 19

The work of the copywriter and the art director is always subject to approval.Describe the approval process.

Accepted Answer

The answer of The work of the copywriter and the...

Question 20

Stephanie Courtney plays Flo in Progressive Insurance's ads.She appears in a number of _____ commercials to talk to potential customers about the benefits of Progressive Insurance.
A) presenter
B) straight-sell
C) lifestyle
D) slice-of-life
E) demonstration

Accepted Answer

Stephanie Courtney appears in a number of presenter commercials to talk to potential customers about the benefits of Progressive Insurance. Presenter commercials feature a spokesperson who directly addresses the audience and promotes the product or service.

Quiz 9: Creative Execution: Art and Copy

A television commercial shows Finishing Touch Hair Remover,an electric hair trimmer designed for "sensitive areas." The ad shows various women shaving their faces.This commercial is an example of a(n) _____ commercial.

The distinctive voice of the Aflac duck immediately reminds viewers that Aflac is there to help pay bills medical insurance will not cover,acting as a(n)

Which of the following is not an electronic channel for sharing product-related opinions?

An animatic is best described as a

Effective television commercials should most likely

The primary purpose of a banner ad is to

What is most likely a characteristic of an effectively designed website?

A _____ commercial for the Pentax waterproof point-n-shoot digital camera showed how the camera survived when a toddler grabbed the camera and dropped it into her dirty bathwater.

Which of the following most likely promotes user engagement on a website?

Which term refers to a highly influential group of heavy Internet users who frequently share their opinions about brands and products with others?

The art director for a television commercial creates the _____ to present the artistic approach,the action sequences,and the style of the commercial.

Slice-of-life television commercials often incorporate _____,which are intended to assist the viewer's memory.

A SoBe Life Water ad features a model and hundreds of geckos.Since Geico,an insurance company,has made such good use of the gecko in its advertising,many viewers actually think the ad is for insurance instead of bottled water.In this case,the SoBe commercial acts as a _____ for Geico.

The most effective radio commercials should

A commercial for Bailey's Irish Cream shows young sophisticates in a party-like atmosphere enjoying each other's company and drinking the liqueur.This commercial uses

The _____ commercial is the oldest and simplest type of television commercial to produce.

The layout for the script of a television commercial is first seen as a _____,a series of frames or pictures that correspond to the commercial.

In a(n) _____ commercial for Square Space,a representative for the podcaster Square Space explained how the company could help listeners "set your website apart" with an easy-to-use platform that allows small businesses to build their own websites.

The work of the copywriter and the art director is always subject to approval.Describe the approval process.

Stephanie Courtney plays Flo in Progressive Insurance's ads.She appears in a number of _____ commercials to talk to potential customers about the benefits of Progressive Insurance.