Exam 11: Executing the Creative

Scenario 11-4 You are a production assistant working on a 30-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies and young dogs.The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product. -(Scenario 11-4) An idea had been suggested in an early brainstorming session to start the Happy Heart Hound commercial with a quick series of adorable, playful puppies wearing heart-shaped sunglasses.Which guideline for effective television advertising does this hope to demonstrate?

A young woman has just launched her own company to promote several unique but inexpensive kitchen gadgets.She wants to get her message out to massive TV audiences, but she doesn't have a large budget.Taking this into consideration, the agency will probably propose a television commercial that

A breakfast cereal advertiser wants a celebrity announcer to read its radio spot.Both agency and client should be aware that celebrity announcers on the radio usually

Copywriters are not fond of ____, since it allows audiences to approve or disapprove of copy after the fact, once the ad has been produced, and then submit their "report card."

Which of the following is just about always avoided when writing body copy for an advertisement?

A print ad being developed for a women's clothing line shows the headline font, the images, and the actual body copy, to allow the client to imagine the ad and give approval.This is considered the

In a print ad, the subhead serves basically the same purpose as the headline.

A day's shooting expenses for just an average television production, including director's fees, can range from about

The three primary visual elements of a print advertisement are illustration, design, and layout.

Scenario 11-4 You are a production assistant working on a 30-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies and young dogs.The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product. -(Scenario 11-4) Which of the following roles has your boss-the producer-been involved with during the preproduction process for this commercial?

Scenario 11-1 After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.(Andy Borowitz, "Toyota Unveils New Slogan: 'Drive a Toyota. You'll Never Stop'." The Huffington Post, February 6, 2010.) -(Scenario 11-1) The account executive for a campaign such as this is adamant that the copy be tested before he even submits it to the client.He is looking for audience reaction and interpretation of the proposed copy, known as ____ copy research.

An ad for concentrated frozen orange juice dramatically highlights the product, using a combination of backlighting and low-angle shots to show the golden liquid being poured into the sparkling tumbler.What is the function of this illustration?

An ad layout typically progresses through several standard stages during its development.In what order does this occur?

Scenario 11-4 You are a production assistant working on a 30-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies and young dogs.The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product. -(Scenario 11-4) This television shoot involves a lot of people and is a complex, collaborative effort.Though not everybody likes the idea, which person will be in charge of the set?

Probably the most straightforward illustration is one that

Grammar has an important role in body copy.It is best to employ the present tense rather than past tense, singular words rather than plural words, and active verbs rather than passive verbs.

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.

The four main components of print copy are text, slogan, headline, and tagline.

All of the factors below can maximize the effectiveness of radio ads.But which is necessary due to the fleeting impression that radio makes, particularly if the location of a business is included?

An experienced artist is aware of the different functions of typefaces on the page.That's why she saves serif type for headlines only, and uses sans serif type for body copy, since the eyes can read it for long stretches without tiring.