Exam 11: Executing the Creative

What is meant by the term audio wallpaper?

A slogan is a short identifying phrase written for multiple forms of media.It is repeated in print and broadcast ads, through salespeople and promotional events, and on company websites.

Type fonts are seen in six basic typeface groups, all with different personalities.For instance, ____ is ornate and formal, while ____ is cursive and elegant.

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 superimpositions 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(n)

Body copy based on the ____ approach delivers a series of statements about a brand, though this technique is rarely lively and can often result in a dull ad.

Which element of advertising involves "the structure itself and the plan behind the structure"?

Shortly after your agency agrees to create a new campaign for a well-known instant coffee, a creative brief needs to be put together.Why is a creative brief so important?

In many ways, television was simply made for advertising-it is everywhere.But because of that presence, it often acts as mere background and tends to be ignored.

A radio commercial depicts two men jogging together.They joke about their aches and pains, and then laughingly agree on their need for Advil.This radio spot uses a testimonial format for its copy.

Before the day of the shoot, prelight, blocking, and other production factors are checked and adjusted to avoid additional expense during actual filming with on-camera talent.

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) One copywriter shows you an idea that involves an announcer reading a "top ten" list of cool reasons to visit Milwaukee.What basic guidelines of radio copywriting does this technique address?

A radio spot for a local shoe chain begins with the lines, "You walk the dog.You jog the trail.You chase the bus.You go, go, go.You need new shoes." Which two guidelines for successful radio copywriting are used in this ad?

Some analysts have said that radio ads can be so bland they're considered audio wallpaper.On the other hand, the text points out the unique freedom that radio offers a copywriter.What are the main types of radio advertising formats? Describe how a copywriter can grab a listener's attention in this seemingly unobtrusive medium.

A man turns on a spigot, splashes hot water into a sink, squirts Joy liquid into a dishpan full of glassware, swirls a cloth around, and brings out sparkling glasses.He then begins talking with someone off-camera about how good the glasses will look for tonight's party and how great Joy works.The strong visual effect demonstrates that, on television, words do not stand alone.

An ad for a microwave popcorn features the headline, "If you want a snack, have a wholesome snack." This straightforward headline has the purpose of selecting the audience.

The phrase creativity for creativity's sake in the world of advertising copywriting refers to ads that

A copywriter is deciding on the best approach for a magazine ad featuring a protein energy bar, and has narrowed down her options to two types-either testimonial or dialogue.What is one major difference between these two approaches?

An agency decides to use a well-known radio announcer to avoid having to write a tightly scripted ad.The best choice would be the most loosely structured option for a radio commercial, one that allows an announcer to ad-lib, called a live script radio ad.

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.

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) Your production team is ready to show the client shots from the unfinished project to give an idea of what the commercial will look like.These shots do not include transitions, special effects, or audio, but are merely selections from the first step in postproduction.This means these excerpts are from the