Question 1

The bottom of an advertisement for Horizon brand organic milk asks readers to visit http://www.horizonorganic.com/DHA to learn more about why you should drink organic milk.This is an example of a(n) :

Accepted Answer

A)  close.
B)  sales culminator.
C)  copy finale.
D)  device for reply.
E)  offer for provoking action.

Question 2

List and briefly describe the five common body copy styles for print advertising.

Accepted Answer

Common copy styles include straight sell...

Question 3

The additional smaller headline that generally appears below main headline is called a(n) :

Accepted Answer

A)  affirmation.
B)  directive.
C)  subhead.
D)  byline.
E)  caption.

Question 4

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 pencil lines.

Accepted Answer

A)  mock-up
B)  thumbnail sketch
C)  dummy
D)  rough
E)  draft copy

Question 5

The most effective radio commercials should:

Accepted Answer

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.

Question 6

List and briefly describe the four basic forms of headlines described in the text.

Accepted Answer

Headlines may be classified by the type ...

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Brighton is a purse manufacturer that developed a line of red,heart-shaped purses to sell on Valentine's Day.The headline of the ad in which the purses were introduced read,"Share your heart!" Brighton used a(n) _____ headline.

Accepted Answer

A)  informative
B)  subjective
C)  command
D)  question
E)  objective

Question 9

A dummy is a rough,rapidly produced pencil sketch that is used for trying out ideas.

Accepted Answer

A) True 
 B)False

Question 10

What is the difference between a rough layout and a thumbnail sketch?

Accepted Answer

Rough layouts are drawn the si...

Question 11

List the three reasons why art directors use layouts.

Accepted Answer

The layout serves several purposes.(1)Th...

Question 12

GE uses "Imagination at Work" as its slogan.La-Z-Boy Incorporated uses the slogan "Comfort.It's what we do." Why do these international companies find it necessary to use slogans?

Accepted Answer

A)  To prevent ad obfuscation
B)  To ensure the achievement of the advertiser's marketing objectives
C)  To create a euphemistic image
D)  To provide continuity for an ad campaign
E)  To provide quick recognition at the point of purchase D

Question 13

Name any four rules of the layout that an artist must follow when creating an ad.

Accepted Answer

The basic rules include the following: (...

Question 14

The benefit headline for Pepperidge Farm whole-grain breads reads,"The bread you love does your heart good".

Accepted Answer

A) True 
 B)False

Question 15

Commercials for Lamisil,a prescription medicine,feature an evil animated foot fungus that stands in front of a big toe and explains that all he wants to do is to get into your nail bed.This is an example of animation.

Accepted Answer

A) True 
 B)False

Question 16

Designing ads for the Internet uses the identical skills required for advertising in print and broadcast media.

Accepted Answer

A) True 
 B)False

Question 17

A(n) _____ commercial for an electronic home security system showed a family's home that had been robbed,while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.

Accepted Answer

A)  straight announcement
B)  testimonial
C)  slice-of-life
D)  animated
E)  demonstration A

Question 18

The best ads focus on one big idea.

Accepted Answer

A) True 
 B)False  True

Question 19

Selecting the focus of an advertising visual is an important step in the creative process.Which of the following is LEAST likely to be the focus for an ad visual?

Accepted Answer

A)  The package itself
B)  Public relations value
C)  Negative appeal
D)  Product comparison
E)  Testimonials

Question 20

A French manufacturer of riding equipment that uses translators to translate its advertising from French to Japanese should:

Accepted Answer

A)  use a translator who is a product or market specialist.
B)  use idiomatic expressions in its copy.
C)  hire a translator who lives in Japan.
D)  use a European translation service to rewrite its ads into Japanese.
E)  use double meanings that translate well.

Exam 9: Creative Execution: Art and Copy

The bottom of an advertisement for Horizon brand organic milk asks readers to visit http://www.horizonorganic.com/DHA to learn more about why you should drink organic milk.This is an example of a(n) :

Correct AnswerverifiedShow Answer

List and briefly describe the five common body copy styles for print advertising.

Correct AnswerverifiedCommon copy styles include straight sell...View AnswerShow Answer

The additional smaller headline that generally appears below main headline is called a(n) :

Correct AnswerverifiedShow Answer

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 pencil lines.

Correct AnswerverifiedShow Answer

The most effective radio commercials should:

Correct AnswerverifiedShow Answer

List and briefly describe the four basic forms of headlines described in the text.

Correct AnswerverifiedHeadlines may be classified by the type ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Brighton is a purse manufacturer that developed a line of red,heart-shaped purses to sell on Valentine's Day.The headline of the ad in which the purses were introduced read,"Share your heart!" Brighton used a(n) _____ headline.

Correct AnswerverifiedShow Answer

A dummy is a rough,rapidly produced pencil sketch that is used for trying out ideas.

Correct AnswerverifiedShow Answer

What is the difference between a rough layout and a thumbnail sketch?

Correct AnswerverifiedRough layouts are drawn the si...View AnswerShow Answer

List the three reasons why art directors use layouts.

Correct AnswerverifiedThe layout serves several purposes.(1)Th...View AnswerShow Answer

GE uses "Imagination at Work" as its slogan.La-Z-Boy Incorporated uses the slogan "Comfort.It's what we do." Why do these international companies find it necessary to use slogans?

Correct AnswerverifiedD

Name any four rules of the layout that an artist must follow when creating an ad.

Correct AnswerverifiedThe basic rules include the following: (...View AnswerShow Answer

The benefit headline for Pepperidge Farm whole-grain breads reads,"The bread you love does your heart good".

Correct AnswerverifiedShow Answer

Commercials for Lamisil,a prescription medicine,feature an evil animated foot fungus that stands in front of a big toe and explains that all he wants to do is to get into your nail bed.This is an example of animation.

Correct AnswerverifiedShow Answer

Designing ads for the Internet uses the identical skills required for advertising in print and broadcast media.

Correct AnswerverifiedShow Answer

A(n) _____ commercial for an electronic home security system showed a family's home that had been robbed,while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.

Correct AnswerverifiedA

The best ads focus on one big idea.

Correct AnswerverifiedTrue

Selecting the focus of an advertising visual is an important step in the creative process.Which of the following is LEAST likely to be the focus for an ad visual?

Correct AnswerverifiedShow Answer

A French manufacturer of riding equipment that uses translators to translate its advertising from French to Japanese should:

Correct AnswerverifiedShow Answer

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Common copy styles include straight sell...
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Headlines may be classified by the type ...
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Rough layouts are drawn the si...
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The layout serves several purposes.(1)Th...
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D

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The basic rules include the following: (...
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A

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True

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