Question 1

This font format, developed by Adobe and Microsoft, is superior because it gives designers more typographic control.

Accepted Answer

A) Open Type 
B) closed face 
C) Type I 
D) san serif 
E) TrueType 
A) Open Type 
B) closed face 
C) Type I 
D) san serif 
E) TrueType

Question 2

Discuss the relationship between a copywriter and an art director when working together on a creative team.

Accepted Answer

The relationship between a copywriter an

Question 3

Putting together elements such as a headline, logotype, illustration, and copy in an orderly form is referred to as making the:

Accepted Answer

A) execution. 
B) creative leap. 
C) layout. 
D) objective verifiable. 
E) mock-up. 
A) execution. 
B) creative leap. 
C) layout. 
D) objective verifiable. 
E) mock-up.

Question 4

When the writer and layout person collaborate on an ad, their first task is to determine:

Accepted Answer

A) where to place the headline. 
B) whether to use a subhead. 
C) the most important element in the ad. 
D) what emphasis to place on the price of the product. 
E) the overall tone of the piece. 
A) where to place the headline. 
B) whether to use a subhead. 
C) the most important element in the ad. 
D) what emphasis to place on the price of the product. 
E) the overall tone of the piece.

Question 5

Despite all the strategy employed, most ads are invisible unless they can grab the prospect's attention.

Accepted Answer

A) True 
 B)False

Question 6

Which is NOT an important function of a creative idea?

Accepted Answer

A) to grab attention 
B) to implant your brand name indelibly in the prospect's mind 
C) to convince your prime prospect of the price of your product or service above all else 
D) to connect the brand name to the positive attributes of your product or service 
E) to convince your prime prospect to consider your product or service first 
A) to grab attention 
B) to implant your brand name indelibly in the prospect's mind 
C) to convince your prime prospect of the price of your product or service above all else 
D) to connect the brand name to the positive attributes of your product or service 
E) to convince your prime prospect to consider your product or service first

Question 7

Which of the following is true of ads for a product?

Accepted Answer

A) created for an artistic purpose 
B) created for the sake of creativity 
C) Each piece in the campaign should be unique in its goals, message, and form. 
D) Even when some advertisements don't appear to be related, the same set of objectives must apply to all advertising. 
E) is created to enhance the ingenuity of the creative team 
A) created for an artistic purpose 
B) created for the sake of creativity 
C) Each piece in the campaign should be unique in its goals, message, and form. 
D) Even when some advertisements don't appear to be related, the same set of objectives must apply to all advertising. 
E) is created to enhance the ingenuity of the creative team

Question 8

Which of the following is NOT necessary for a well-designed ad?

Accepted Answer

A) interesting contrast 
B) harmonious elements 
C) sequence typically in either a Z or S arrangement 
D) focusing on a key element 
E) an optical center in the middle of the page 
A) interesting contrast 
B) harmonious elements 
C) sequence typically in either a Z or S arrangement 
D) focusing on a key element 
E) an optical center in the middle of the page

Question 9

The left hemisphere of the brain provides intuition, processes information, controls the creative process, thinks nonverbally, response to color, and is artistic.

Accepted Answer

A) True 
 B)False

Question 10

A visualizer, like a layout editor, is responsible for putting together the illustration and all other key elements in an ad in an orderly, attractive arrangement.

Accepted Answer

A) True 
 B)False

Question 11

The major advantages of using royalty-free stock illustrations include all of the following EXCEPT:

Accepted Answer

A) many available service providers. 
B) reasonable prices. 
C) many average illustrations. 
D) extensive choices of images. 
E) easily accessible. 
A) many available service providers. 
B) reasonable prices. 
C) many average illustrations. 
D) extensive choices of images. 
E) easily accessible.

Question 12

So long as an advertisement grabs attention, its goal is achieved.

Accepted Answer

A) True 
 B)False

Question 13

When trying different arrangements of elements in an ad layout, the advertisement may be represented by using miniature drawings referred to as:

Accepted Answer

A) mechanicals. 
B) roughs. 
C) comps. 
D) thumbnail sketches. 
E) miniature mock-ups. 
A) mechanicals. 
B) roughs. 
C) comps. 
D) thumbnail sketches. 
E) miniature mock-ups.

Question 14

Which of the following is NOT, according to Jim Aichison, a source of inspiration for an idea?

Accepted Answer

A) where or how a product is made 
B) lack of awareness about what happens to a product 
C) history of the product 
D) the packaging 
E) gaining new ideas from a product's old advertising 
A) where or how a product is made 
B) lack of awareness about what happens to a product 
C) history of the product 
D) the packaging 
E) gaining new ideas from a product's old advertising

Question 15

What creative elements are needed to attract attention to an ad, and how can they be used?

Accepted Answer

To attract attention to an advertisement

Question 16

A successful creative concept must not only be an attention-grabber, it must also:

Accepted Answer

A) develop the concept humorously. 
B) develop the copy simply. 
C) put across the main selling point and brand name. 
D) be memorable. 
E) be easily executable at a reasonable price. 
A) develop the concept humorously. 
B) develop the copy simply. 
C) put across the main selling point and brand name. 
D) be memorable. 
E) be easily executable at a reasonable price.

This font format, developed by Adobe and Microsoft, is superior because it gives designers more typographic control.

Discuss the relationship between a copywriter and an art director when working together on a creative team.

Putting together elements such as a headline, logotype, illustration, and copy in an orderly form is referred to as making the:

When the writer and layout person collaborate on an ad, their first task is to determine:

Despite all the strategy employed, most ads are invisible unless they can grab the prospect's attention.

Which is NOT an important function of a creative idea?

Which of the following is true of ads for a product?

Which of the following is NOT necessary for a well-designed ad?

The left hemisphere of the brain provides intuition, processes information, controls the creative process, thinks nonverbally, response to color, and is artistic.

A visualizer, like a layout editor, is responsible for putting together the illustration and all other key elements in an ad in an orderly, attractive arrangement.

The major advantages of using royalty-free stock illustrations include all of the following EXCEPT:

So long as an advertisement grabs attention, its goal is achieved.

When trying different arrangements of elements in an ad layout, the advertisement may be represented by using miniature drawings referred to as:

Which of the following is NOT, according to Jim Aichison, a source of inspiration for an idea?

What creative elements are needed to attract attention to an ad, and how can they be used?

A successful creative concept must not only be an attention-grabber, it must also:

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

Exam 17: The Total Concept: Words and Visuals

This font format, developed by Adobe and Microsoft, is superior because it gives designers more typographic control.

Discuss the relationship between a copywriter and an art director when working together on a creative team.

Putting together elements such as a headline, logotype, illustration, and copy in an orderly form is referred to as making the:

When the writer and layout person collaborate on an ad, their first task is to determine:

Despite all the strategy employed, most ads are invisible unless they can grab the prospect's attention.

Which is NOT an important function of a creative idea?

Which of the following is true of ads for a product?

Which of the following is NOT necessary for a well-designed ad?

The left hemisphere of the brain provides intuition, processes information, controls the creative process, thinks nonverbally, response to color, and is artistic.

A visualizer, like a layout editor, is responsible for putting together the illustration and all other key elements in an ad in an orderly, attractive arrangement.

The major advantages of using royalty-free stock illustrations include all of the following EXCEPT:

So long as an advertisement grabs attention, its goal is achieved.

When trying different arrangements of elements in an ad layout, the advertisement may be represented by using miniature drawings referred to as:

Which of the following is NOT, according to Jim Aichison, a source of inspiration for an idea?

What creative elements are needed to attract attention to an ad, and how can they be used?

A successful creative concept must not only be an attention-grabber, it must also:

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