Exam 11: Executing the Creative

A subhead for a Michigan resort ad reads, "Michigan's Oldest Resort.In the Woods.On the Cliffs.At the Beach.Location, Location, Location.Best Location on the Lake for the Past 130 Years." This copy fulfills the basic job of the subhead, which is to

At the end of production for a TV ad, the final assembly of the video is done through a computerized system.The spot has on-camera talent, so the audio goes together first, then the video is matched.What process does this represent?

The idea of audience is very different in digital and interactive media, because people often seek out these ads rather than the other way around, and are more active, more engaged, and more direct in their response.

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.

Recent history and research suggest that copywriting for promotions in the evolving media of cyberspace

What term identifies the visual line, real or imagined, that runs through an ad and organizes all elements?

What is the best guideline for working with both audio and visual elements during the production of a television spot?

Scenario 11-2 You are the creative director at a Milwaukee ad agency.Today, your copywriters are presenting you with their ideas for several 30-second radio spots for the City of Milwaukee Tourism Bureau, which wants to feature its own information center and tours, as well as city museums, art galleries, concerts, festivals, and special events.When they are ready, the best ideas will be taken to the marketing director at the City of Milwaukee for review and approval. -(Scenario 11-2) Last week, you met with your copywriters and reminded them of the various options they had in writing for radio.What are the four basic formats available to them in creating a radio ad?

The most important function of the first few seconds of a television commercial is to

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) The art director for this campaign needs to convey a particular mood, a feeling of warmth and serenity, in this ad illustration.While all of the elements below may have some impact on the illustration, she should pay particular attention to the

Even with the best intentions and predictions, a "reasonable" production timetable for a television commercial is rarely achieved, but instead is often compromised.

In the broadest sense, color is often effectively used in advertising illustrations to

A television commercial for a high-speed mountain bike is in the middle of production.One person appears to be responsible for handling the script, interpreting the storyboard, managing the talent, plus dealing with the cameras, lighting, and set.Who is this?

A person picks up a magazine and flips through the pages, stopping at a full-page ad.Which of the following is one of several natural tendencies of eye movement that occur when a person views a print advertisement?

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

When writing copy for a(n)____ ad, a copywriter manages to successfully create images and moods for the audience that transcend those created in any other medium.In this way, he stimulates ____.

A copywriter is creating a 30-second radio ad with no music or sound effects.This means that he can write about 120 to 125 words, based on an average word count for airtime.

The production costs of a television commercial prepared for a national advertiser are running into the upper ranges.It is probably a commercial for the ____ product category, because this typically requires the highest production quality and carries the highest costs.

A shoot has its own tempo and direction.Smart advertisers learn to accept the pace and the decisions made based on lighting, weather, and other factors that make TV production so unlike an assembly line.

Compared to print media, what effect does broadcast media have on the copywriting process?