Exam 11: Executing the Creative

What are the five principles of design? See if you can name all five.Then choose two of the principles and discuss the considerations involved in each.Then give an example of each.

A snack advertiser's main goal is to grab the attention of the radio audience and get people to remember the product name.Which radio format should definitely be incorporated, since it is most known for its ability to get attention, hold interest, and enhance recall?

When analyzing the various elements of type, the ____ refers to the size of the type in height, and the ____ refers to the size of lines in width.

An art director is conducting an orientation with two new artists and stresses that this agency does, in fact, consistently incorporate the generally accepted principles of design in its creative work.In his brief summary of these principles, which of the following would not be included?

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

An art designer realizes that she can strengthen the unity of her magazine ad in two ways-either by using three points to promote gaze motion, or by using two points reflected on opposite sides of the page.

The text points out that like no other media advertising, Web ads have the ability to ____, because consumers expect and even demand this and it ensures continued interest.

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 thing that the art director has learned is that ads should lead the reader's gaze in a logical path that includes the brand name.Which element of design does this involve?

The whole purpose behind good body copy is to

What is one of the main challenges of the copywriter early in the campaign process?

Radio commercial production is unique in that the copywriter is relatively free to plan nearly all aspects of the ad, and beyond an assigned producer, other agency personnel are not involved.

As in early TV commercials, early cyber ads merely imitated traditional formats and did not seem to understand the new medium or the ways that the audience would approach this new technology.

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) A slogan can be an integral part of a brand's image and personality, but it can serve other purposes as well. One of these other purposes can be

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 thinks about the layout and reminds herself of a widely held belief in the world of art production-that a larger size in an ad illustration typically means

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

One reason that television is such an effective medium for ads is that there is the opportunity to present one message with the video and a second, entirely different, message with the audio.

Formal balance creates a mood of seriousness or directness.Informal balance actually creates an "imbalance," a sense of unease and discomfort, or the feeling that something has gone wrong.

Dialogue copy on radio may end up sounding dull and dry-just the background drone of normal conversation.To alleviate this, many advertisers use humor as an attention-getting device.

A copywriter is just starting on a print ad for a new brand of dishwasher detergent.What is the first step in developing copy for print?

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) 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 creative guideline for television was forgotten?