Question 1

Which of the following does NOT gauge the weight of an element in an ad?

Accepted Answer

A) its shape 
B) its symmetry 
C) its color 
D) its size 
E) its degree of blackness 
A) its shape 
B) its symmetry 
C) its color 
D) its size 
E) its degree of blackness

Question 2

The right hemisphere of the brain provides reasoning, controls verbal skills, and processes information.

Accepted Answer

A) True 
 B)False

Question 3

Any USP advantage disappears in 15 minutes unless you create an emotional bond with the prospect.

Accepted Answer

A) True 
 B)False

Question 4

In advertising design, two twin disciplines tend to raise each other up a notch; they are:

Accepted Answer

A) photography and copywriting. 
B) photography and art directing. 
C) art directing and computer graphics. 
D) computer graphics and ink and pencil. 
E) copywriting and graphic design. 
A) photography and copywriting. 
B) photography and art directing. 
C) art directing and computer graphics. 
D) computer graphics and ink and pencil. 
E) copywriting and graphic design.

Question 5

Inspiration for advertising typically does NOT come from which of the following?

Accepted Answer

A) free association 
B) brainstorming 
C) an outlandish notion 
D) intuition 
E) slow incubation 
A) free association 
B) brainstorming 
C) an outlandish notion 
D) intuition 
E) slow incubation

Question 6

In a study by Pantone Color Institute, which of the following was NOT a lifestyle category?

Accepted Answer

A) impulsive 
B) traditional 
C) confident 
D) prudent 
E) optimistic 
A) impulsive 
B) traditional 
C) confident 
D) prudent 
E) optimistic

Question 7

40. If you're anticipating changes to graphics or text, you should encourage your layout artists to provide you a:

Accepted Answer

A) rough layout. 
B) comprehensive. 
C) thumbnail. 
D) mechanical. 
E) draft. 
A) rough layout. 
B) comprehensive. 
C) thumbnail. 
D) mechanical. 
E) draft.

Question 8

Charges for freelance artists and photographers' works are consistent around the nation.

Accepted Answer

A) True 
 B)False

Question 9

If layout artists choose not to accent or focus on an element, the ad will lack emphasis.

Accepted Answer

A) True 
 B)False

Question 10

If you buy artwork, which of the following might land you in legal trouble?

Accepted Answer

A) securing a legal release or written permission 
B) arranging all terms upfront 
C) arranging all terms in advance, including a price based on how many shots you will use 
D) arranging all terms in advance, including a price based on how many shots you will use and in how many publications 
E) having only a minor sign a model or performance release 
A) securing a legal release or written permission 
B) arranging all terms upfront 
C) arranging all terms in advance, including a price based on how many shots you will use 
D) arranging all terms in advance, including a price based on how many shots you will use and in how many publications 
E) having only a minor sign a model or performance release

Question 11

Open Type font does NOT, according to what is listed, provide:

Accepted Answer

A) many nonstandard characters. 
B) font names ending in ttf or ttc. 
C) true-drawn small caps. 
D) extended ligatures sets. 
E) swash and dingbats. 
A) many nonstandard characters. 
B) font names ending in ttf or ttc. 
C) true-drawn small caps. 
D) extended ligatures sets. 
E) swash and dingbats.

Question 12

A rendering in words, symbols, shapes, forms, or any combination thereof of an abstract answer to a perceived desire or need is:

Accepted Answer

A) art. 
B) an executional idea. 
C) a creative advertisement. 
D) a basic idea or concept. 
E) a schematic. 
A) art. 
B) an executional idea. 
C) a creative advertisement. 
D) a basic idea or concept. 
E) a schematic.

Question 13

Match between columns
                        Premises: Is five-eighths up from the bottom of the ad.
Also known as the basic theme, it is a consumer benefit statement that tells the prospect what the product will do for them.
Available on CD or online from a multitude of services in a multitude of categories, you purchase the service and these are yours to use as you see fit.
The concept of controlling the size, weight, and position of key elements in an ad in order to create a secure and natural appearance.
Red, yellow, and orange are these kind of colors.
In layout, this refers to the concept that all elements must be compatible.
Can refer to the total appearance of an ad or a physical rendering of the design of an ad.
Determined by the number of individual pixels in computer-generated images; the higher it is, the smoother and better the image.
Can refer to illustrations or photos that are available to purchase through various services or libraries.
The tool or material (such as photography)used to render an illustration.
Makes an ad more interesting by altering sizes, shapes, and tones.
A Mac-only format in the Mac OS X operating system that is essentially TrueType that works well with its internal UNIX subsystem.
Organization that conducts color research on color psychology, preferences, and professional color applications.
A schizophrenic verb-one meaning of which (in advertising)is to complete or put into effect or to use according to a pattern-that has significant meaning for ad development.
Utilizes a smaller palette but brighter colors on the screen than ever would be used in print ads.

Accepted Answer

The Answer of execute and culture respect and artist's medium is...

Question 14

As the creative team thinks visually about an ad, they should be charged to do all of the following EXCEPT:

Accepted Answer

A) remember that a picture is indeed worth a thousand words. 
B) employ only words that work with the visual for the most powerful effect. 
C) tweak or sketch the idea to its limits. 
D) create multiple versions. 
E) factor in the budget constraints. 
A) remember that a picture is indeed worth a thousand words. 
B) employ only words that work with the visual for the most powerful effect. 
C) tweak or sketch the idea to its limits. 
D) create multiple versions. 
E) factor in the budget constraints.

Question 15

In ad development, the word ________ is schizophrenic because it has positive meanings in advertising but it also can have a negative meaning.

Accepted Answer

The answer of In ad development, the word ________ is...

Question 16

In a computer image, the ________ is the smallest element on a screen, the number of which can make the difference between poor-quality, computer-set type or visuals and good, reproduction-quality images.

Accepted Answer

The answer of In a computer image, the ________ is...

Question 17

An ad that has informal balance has:

Accepted Answer

A) bisymmetric design. 
B) objects seemingly placed at random; yet, they are in relation to one another so the ad as a whole appears in balance. 
C) elements of equal weight, size, and shape on both side of an imaginary vertical line drawn down its center. 
D) elements of equal weight, size, and shape on either side of an imaginary vertical line drawn down its center. 
E) all elements except the logo are symmetrically balanced. 
A) bisymmetric design. 
B) objects seemingly placed at random; yet, they are in relation to one another so the ad as a whole appears in balance. 
C) elements of equal weight, size, and shape on both side of an imaginary vertical line drawn down its center. 
D) elements of equal weight, size, and shape on either side of an imaginary vertical line drawn down its center. 
E) all elements except the logo are symmetrically balanced.

Question 18

Before a writer and layout person in an agency commit to putting something on paper, they would likely discuss all of the following EXCEPT:

Accepted Answer

A) length and/or importance of the copy. 
B) value of the client to the agency. 
C) role of the visual(s). 
D) need to show the product. 
E) what element should be given emphasis. 
A) length and/or importance of the copy. 
B) value of the client to the agency. 
C) role of the visual(s). 
D) need to show the product. 
E) what element should be given emphasis.

Question 19

Basic means to attract attention to an ad include:

Accepted Answer

A) using a visual with a caption. 
B) using a headline with a subheadline. 
C) using a combination of a visual and headline. 
D) using a subheadline with an illustration. 
E) using white space. 
A) using a visual with a caption. 
B) using a headline with a subheadline. 
C) using a combination of a visual and headline. 
D) using a subheadline with an illustration. 
E) using white space.

Question 20

In an ad, too many different type faces and/or sizes, or illustrations would disrupt:

Accepted Answer

A) emphasis. 
B) harmony. 
C) unity. 
D) balance. 
E) informal balance. 
A) emphasis. 
B) harmony. 
C) unity. 
D) balance. 
E) informal balance.

Exam 17: The Total Concept: Words and Visuals

Which of the following does NOT gauge the weight of an element in an ad?

The right hemisphere of the brain provides reasoning, controls verbal skills, and processes information.

Any USP advantage disappears in 15 minutes unless you create an emotional bond with the prospect.

In advertising design, two twin disciplines tend to raise each other up a notch; they are:

Inspiration for advertising typically does NOT come from which of the following?

In a study by Pantone Color Institute, which of the following was NOT a lifestyle category?

40. If you're anticipating changes to graphics or text, you should encourage your layout artists to provide you a:

Charges for freelance artists and photographers' works are consistent around the nation.

If layout artists choose not to accent or focus on an element, the ad will lack emphasis.

If you buy artwork, which of the following might land you in legal trouble?

Open Type font does NOT, according to what is listed, provide:

A rendering in words, symbols, shapes, forms, or any combination thereof of an abstract answer to a perceived desire or need is:

As the creative team thinks visually about an ad, they should be charged to do all of the following EXCEPT:

In ad development, the word ________ is schizophrenic because it has positive meanings in advertising but it also can have a negative meaning.

In a computer image, the ________ is the smallest element on a screen, the number of which can make the difference between poor-quality, computer-set type or visuals and good, reproduction-quality images.

An ad that has informal balance has:

Before a writer and layout person in an agency commit to putting something on paper, they would likely discuss all of the following EXCEPT:

Basic means to attract attention to an ad include:

In an ad, too many different type faces and/or sizes, or illustrations would disrupt:

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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