Question 1

When creative people speak about the artist's medium, they are talking about the tool or material used to render an illustration, such as:

Accepted Answer

A) channels such as TV or print. 
B) computer graphics. 
C) photography. 
D) oils and canvas. 
E) charcoal drawings. 
A) channels such as TV or print. 
B) computer graphics. 
C) photography. 
D) oils and canvas. 
E) charcoal drawings. C

Question 2

Because creative is scientific, research can tell us which creative techniques work.

Accepted Answer

A) True 
 B)False  False

Question 3

Computer graphics are really the ability to display or draw visual information on a video terminal.

Accepted Answer

A) True 
 B)False  True

Question 4

John Butler, creative director of Butler, Shine, Stern & Partners, said, "Advertising is not art. It is

Accepted Answer

A) a revolution of understanding." 
B) relevant social statements." 
C) a way to sneak poetry into commerce." 
D) a business masquerading as art." 
E) art masquerading as business." 
A) a revolution of understanding." 
B) relevant social statements." 
C) a way to sneak poetry into commerce." 
D) a business masquerading as art." 
E) art masquerading as business."

Question 5

When all is said, done, and considered, one of the primary creative objectives of an advertisement is to:

Accepted Answer

A) avoid disruption. 
B) move the prospect to inquire about the product. 
C) raise consumer consciousness about the product or service. 
D) attract attention. 
E) communicate the promise. 
A) avoid disruption. 
B) move the prospect to inquire about the product. 
C) raise consumer consciousness about the product or service. 
D) attract attention. 
E) communicate the promise.

Question 6

The dictionary defines a ________ as a general notion or idea of something formed by mentally combining all its characteristics or particulars. In advertising, it's a fresh way of looking at a product or service.

Accepted Answer

The answer of The dictionary defines a ________ as a...

Question 7

Today, American tastes appear on a global basis and will reduce or remove regional color choices accordingly.

Accepted Answer

A) True 
 B)False

Question 8

One advantage to purchasing royalty-free ________ illustrations is that once you purchase the service, the art is yours to use as you see fit.

Accepted Answer

The answer of One advantage to purchasing royalty-free ________ illustrations...

Question 9

What characterization fits the notion of a strong idea?

Accepted Answer

A) should focus on all its details to the exclusion of everything else 
B) should be based on a simple idea 
C) should be all about hitting a "home run" as breakthrough advertising 
D) should connect its attributes to the agency's need to be great above all else 
E) should be focused on a single medium for maximum impact 
A) should focus on all its details to the exclusion of everything else 
B) should be based on a simple idea 
C) should be all about hitting a "home run" as breakthrough advertising 
D) should connect its attributes to the agency's need to be great above all else 
E) should be focused on a single medium for maximum impact

Question 10

In advertising, the most popular artist's medium is pen and ink.

Accepted Answer

A) True 
 B)False

Question 11

Define the term layout and discuss how it is used in the development of an advertisement.

Accepted Answer

Layout refers to the arrangement of visu

Question 12

Which of the following does NOT apply to a layout?

Accepted Answer

A) a working drawing 
B) the blueprint for production purposes 
C) the realizable leap in creativity 
D) the total appearance of an ad 
E) the composition of design elements 
A) a working drawing 
B) the blueprint for production purposes 
C) the realizable leap in creativity 
D) the total appearance of an ad 
E) the composition of design elements

Question 13

Strategy for developing an ad include factoring in all of the following EXCEPT:

Accepted Answer

A) product appeals. 
B) the key illustration. 
C) psychographic information on the consumer. 
D) consumer demographic data. 
E) positioning. 
A) product appeals. 
B) the key illustration. 
C) psychographic information on the consumer. 
D) consumer demographic data. 
E) positioning.

Question 14

If you are buying artwork, what are the key factors to remember in order to avoid legal problems?

Accepted Answer

When buying artwork, it is important to

Question 15

Which of the following best describes who typically combineS to create an ad?

Accepted Answer

A) an imaginative person who conceives the visual idea to make the master layout 
B) an imaginative person who uses computer graphics effectively 
C) an artist who does roughs 
D) an imaginative person who thinks up the visual idea with a copywriter in order to make the master layout, and an artist who does finished art 
E) a copywriter who draws up the master layout 
A) an imaginative person who conceives the visual idea to make the master layout 
B) an imaginative person who uses computer graphics effectively 
C) an artist who does roughs 
D) an imaginative person who thinks up the visual idea with a copywriter in order to make the master layout, and an artist who does finished art 
E) a copywriter who draws up the master layout

Question 16

The mathematical and optical centers of a page for an ad are always identical.

Accepted Answer

A) True 
 B)False

Question 17

How are the capabilities of the left hemisphere of the brain different from those of the right hemisphere, and what role does each play in creating advertising?

Accepted Answer

The capabilities of the left hemisphere

Question 18

Without this, perhaps the most important design principle, an ad falls apart and is visually confusing.

Accepted Answer

A) balance 
B) emphasis 
C) harmony 
D) unity 
E) sequence 
A) balance 
B) emphasis 
C) harmony 
D) unity 
E) sequence

Question 19

Which of the following would NOT be a basic area of the creative process?

Accepted Answer

A) medium or vehicle used 
B) concepts 
C) research data 
D) words 
E) pictures 
A) medium or vehicle used 
B) concepts 
C) research data 
D) words 
E) pictures

Question 20

________ is a term that has a variety of meanings yet it is most importantly applied to the overall design process of bringing together images and copy so they function as one in an ad.

Accepted Answer

The answer of ________ is a term that has a...

Exam 17: The Total Concept: Words and Visuals

When creative people speak about the artist's medium, they are talking about the tool or material used to render an illustration, such as:

Because creative is scientific, research can tell us which creative techniques work.

Computer graphics are really the ability to display or draw visual information on a video terminal.

John Butler, creative director of Butler, Shine, Stern & Partners, said, "Advertising is not art. It is

When all is said, done, and considered, one of the primary creative objectives of an advertisement is to:

The dictionary defines a ________ as a general notion or idea of something formed by mentally combining all its characteristics or particulars. In advertising, it's a fresh way of looking at a product or service.

Today, American tastes appear on a global basis and will reduce or remove regional color choices accordingly.

One advantage to purchasing royalty-free ________ illustrations is that once you purchase the service, the art is yours to use as you see fit.

What characterization fits the notion of a strong idea?

In advertising, the most popular artist's medium is pen and ink.

Define the term layout and discuss how it is used in the development of an advertisement.

Which of the following does NOT apply to a layout?

Strategy for developing an ad include factoring in all of the following EXCEPT:

If you are buying artwork, what are the key factors to remember in order to avoid legal problems?

Which of the following best describes who typically combineS to create an ad?

The mathematical and optical centers of a page for an ad are always identical.

How are the capabilities of the left hemisphere of the brain different from those of the right hemisphere, and what role does each play in creating advertising?

Without this, perhaps the most important design principle, an ad falls apart and is visually confusing.

Which of the following would NOT be a basic area of the creative process?

________ is a term that has a variety of meanings yet it is most importantly applied to the overall design process of bringing together images and copy so they function as one in an ad.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters