Exam 11: Executing the Creative

A Volkswagen print ad shows the headline "Think Small," and a grayscale photo of the round little car in one corner of the ad, surrounded by lots of white space.The overall look and placement of the photo depicting the brand demonstrates the concept of illustration format.

Define and explain the three main visual elements of print and often digital/interactive advertisements.What is the primary purpose of each?

What are the differences between writing advertising copy for print media and for broadcast media? What unique challenges does writing for broadcast hold, and how does writing for interactive or digital media fit into this?

Which of the following refers to the term audio wallpaper?

A subhead is normally in print smaller than the headline but larger than the body copy.

In which of the following orders does an ad layout typically progress through standard stages during its development?

An account planner is added to many creative teams to:

Layout is the term used for the drawing or digital rendering of a proposed print ad that shows where all the elements will be positioned.It allows for various alternatives and options.

In radio spots, the copy must dominate any musical pieces or jingles, otherwise the music can easily overwhelm the persuasive elements of these ads.

Scenario 11-4 You are a production assistant working on a thirty-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies.The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product. -(Scenario 11-4) The first cut of the ad is attractive, touching, cute, and just humorous enough.When an audience tests it, most viewers really like the dogs, the visuals, and the music; but they don't remember the product.Which of the following creative guidelines for television was forgotten?

In very large print, centered at the top of the magazine page, is just the word "COAST." A short block of copy and photo complete the ad for Coast bar soap.This one-word headline is designed simply to identify the brand and reinforce brand-name recognition.

An experienced artist is aware of the different functions of typefaces on a page.Therefore, she saves serif type for the headlines alone, and uses sans serif type for body copy as it is less tiring on the eyes.

Scenario 11-5 A hospital is attempting to change its image.In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere.This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well.The decision is made to hire a local advertising agency.The agency's creative director meets with the hospital marketing director to develop a creative brief.It focuses on print ads for local newspapers and regional magazines, and states that the advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"-a tactic that has been used again and again by other medical institutions. -(Scenario 11-5) One last thing that she recommends to the client involves her choice of a particular element from among hundreds of options.She admits she has agonized over her selection on this because it affects not only readability, but also sets the mood and tone of the overall visual impression.She is most likely talking about the _____.

Type fonts are seen in basic typeface groups, all with different personalities.

Probably the most straightforward illustration is one that:

Which of the following elements of advertising involves the structure itself and the plan behind the structure?

Consumer generated content (CGC) is produced when the creative team is given lists of suggestions and ideas for promoting the product that have been submitted by the public through emails, letters, or focus group transcripts.

Scenario 11-4 You are a production assistant working on a thirty-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies.The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product. -(Scenario 11-4) In which of the following roles has the producer been involved with during the preproduction process for this commercial?

Scenario 11-3 A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner.Music plays in the background.The words "You Probably Know This.Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen.The litmus paper is removed, and it has turned a dark blue-green color."You Probably Know This.The Darker, The Harsher" is then superimposed.A series of cuts reveals litmus paper being lowered onto different bars of wet soap.In each case, the strip turns a dark color.The brand name of each bar of soap is superimposed underneath.Finally, litmus paper is lowered onto a bar of Ivory soap.The paper remains yellow.Three super impositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none." -(Scenario 11-3) To make sure that all the words and visuals of this TV spot work together, the creative team would have begun this campaign by preparing a .

Balance, proportion, order, unity, and emphasis are the basic principles of design.