Question 1

Discuss George Lois' perspective on advertising.

Accepted Answer

George Lois, a renowned advertising exec

Question 2

When creative teams are used, copywriters need to understand art direction, and the art director needs to appreciate the impact of words.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following does the left hemisphere of the brain NOT provide?

Accepted Answer

A) control for verbal skills 
B) reasoning 
C) intuition 
D) information processing 
E) methodical operations 
A) control for verbal skills 
B) reasoning 
C) intuition 
D) information processing 
E) methodical operations

Question 4

Briefly discuss how color is used in creating effective ads.

Accepted Answer

Color is a powerful tool in creating eff

Question 5

In advertising, layout refers not only to the total design of an ad but also to the physical rendering of the design of the ad as a blueprint for production purposes.

Accepted Answer

A) True 
 B)False

Question 6

Sequence in an ad is about the organized manner in which elements are arranged in order, for example, to direct the eye in a structural or gaze motion.

Accepted Answer

A) True 
 B)False

Question 7

Using warm colors for foreground and cool colors for background enhances the perception of depth.

Accepted Answer

A) True 
 B)False

Question 8

One of the major reasons that 80 percent of graphic design specialists use stock imagery is to meet deadlines or turnaround times.

Accepted Answer

A) True 
 B)False

Question 9

The right hemisphere of the brain does NOT do which of the following?

Accepted Answer

A) think nonverbally 
B) control responses to color 
C) control the creative process 
D) provide intuition 
E) work methodically 
A) think nonverbally 
B) control responses to color 
C) control the creative process 
D) provide intuition 
E) work methodically

Question 10

An advertisers chooses NOT to use stock imagery because of:

Accepted Answer

A) ease of accessibility. 
B) budget restraints. 
C) time pressure. 
D) quality and variety. 
E) proprietary aspects of a project. 
A) ease of accessibility. 
B) budget restraints. 
C) time pressure. 
D) quality and variety. 
E) proprietary aspects of a project.

Question 11

Which type layout would you want to use to present ads as drawings in their actual size for discussions about graphics and text? Why?

Accepted Answer

The type of layout I would want to use t

Question 12

Which of the following forecasts color trends for products and fashion?

Accepted Answer

A) Color Marketing Group (CMG) 
B) Color Association of America 
C) The Pantone Color Institute 
D) Consumers Union 
E) Starch Consumer Color Report 
A) Color Marketing Group (CMG) 
B) Color Association of America 
C) The Pantone Color Institute 
D) Consumers Union 
E) Starch Consumer Color Report

Question 13

Since the events of 9/11, color trends are no longer strictly evolutionary.

Accepted Answer

A) True 
 B)False

Question 14

According to studies by Roper Starch, color newspaper ads were read more often than black-and-white ads by what percentage?

Accepted Answer

A) 73 percent 
B) 61 percent 
C) 55 percent 
D) 42 percent 
E) 27 percent 
A) 73 percent 
B) 61 percent 
C) 55 percent 
D) 42 percent 
E) 27 percent

Question 15

Known as ________ space, it is a very important design tool that should be kept to the outside of an ad.

Accepted Answer

The answer of Known as ________ space, it is a...

Question 16

Describe the importance of visualization in developing a creative idea for advertising.

Accepted Answer

Visualization is crucial in developing a

Question 17

Although the person who makes the layout and creates the visual idea may be the same, the two functions are distinct.

Accepted Answer

A) True 
 B)False

Question 18

The font system jointly developed by Adobe and Microsoft with a greatly expanded character set, which can include thousands, is called ________.

Accepted Answer

The answer of The font system jointly developed by Adobe...

Question 19

Efficiency and memorability are benefits derived from creative advertisements.

Accepted Answer

A) True 
 B)False

Question 20

Research shows just how important a visual is because it finds:

Accepted Answer

A) a minimum of 55 percent of a layout is either an illustration or photograph. 
B) about 98 percent of top-scoring ads contain either a photograph or illustration. 
C) all award-winning ads are a balance of photographs and copy. 
D) about 75 percent of top-scoring ads contain an illustration. 
E) about 30 percent of a layout use just photographs. 
A) a minimum of 55 percent of a layout is either an illustration or photograph. 
B) about 98 percent of top-scoring ads contain either a photograph or illustration. 
C) all award-winning ads are a balance of photographs and copy. 
D) about 75 percent of top-scoring ads contain an illustration. 
E) about 30 percent of a layout use just photographs.

Exam 17: The Total Concept: Words and Visuals

Discuss George Lois' perspective on advertising.

When creative teams are used, copywriters need to understand art direction, and the art director needs to appreciate the impact of words.

Which of the following does the left hemisphere of the brain NOT provide?

Briefly discuss how color is used in creating effective ads.

In advertising, layout refers not only to the total design of an ad but also to the physical rendering of the design of the ad as a blueprint for production purposes.

Sequence in an ad is about the organized manner in which elements are arranged in order, for example, to direct the eye in a structural or gaze motion.

Using warm colors for foreground and cool colors for background enhances the perception of depth.

One of the major reasons that 80 percent of graphic design specialists use stock imagery is to meet deadlines or turnaround times.

The right hemisphere of the brain does NOT do which of the following?

An advertisers chooses NOT to use stock imagery because of:

Which type layout would you want to use to present ads as drawings in their actual size for discussions about graphics and text? Why?

Which of the following forecasts color trends for products and fashion?

Since the events of 9/11, color trends are no longer strictly evolutionary.

According to studies by Roper Starch, color newspaper ads were read more often than black-and-white ads by what percentage?

Known as ________ space, it is a very important design tool that should be kept to the outside of an ad.

Describe the importance of visualization in developing a creative idea for advertising.

Although the person who makes the layout and creates the visual idea may be the same, the two functions are distinct.

The font system jointly developed by Adobe and Microsoft with a greatly expanded character set, which can include thousands, is called ________.

Efficiency and memorability are benefits derived from creative advertisements.

Research shows just how important a visual is because it finds:

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

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