Question 1

A variation on the serial commercial; with this format, two related spots run with a completely unrelated spot between them.

Accepted Answer

A) vignettes and situations 
B) stop motions 
C) slice-of-life 
D) split and bookend 
E) split serials 
A) vignettes and situations 
B) stop motions 
C) slice-of-life 
D) split and bookend 
E) split serials D

Question 2

Which of the following do NOT pertain to online and its terminology, and what advertisers need to know?

Accepted Answer

A) The concept is far different than what is found on a personal Web site. 
B) It is something that creative people need to understand. 
C) Its language is different from everyday language. 
D) It requires more technical knowledge to use and understand. 
E) You need to know how video and text work together. 
A) The concept is far different than what is found on a personal Web site. 
B) It is something that creative people need to understand. 
C) Its language is different from everyday language. 
D) It requires more technical knowledge to use and understand. 
E) You need to know how video and text work together. A

Question 3

The computer is revolutionizing production and postproduction of television advertising, especially considering the opportunities created by CGI.

Accepted Answer

A) True 
 B)False  True

Question 4

Which of the following questions would NOT be appropriate in a session where assessment of a storyboard would occur?

Accepted Answer

A) Does the execution showcase the campaign idea? 
B) Is the campaign idea credible, meaningful? 
C) Does it sell rather than tell? 
D) Is the idea provocative? 
E) Why is this storyboard appropriate? 
A) Does the execution showcase the campaign idea? 
B) Is the campaign idea credible, meaningful? 
C) Does it sell rather than tell? 
D) Is the idea provocative? 
E) Why is this storyboard appropriate?

Question 5

For most productions there are four steps, and the last step after the shoot is:

Accepted Answer

A) reviewing dailies. 
B) wrap. 
C) editing. 
D) taping. 
E) post-lighting. 
A) reviewing dailies. 
B) wrap. 
C) editing. 
D) taping. 
E) post-lighting.

Question 6

A producer is the key person in shooting a spot and assumes responsibility for the setting and putting the whole show together.

Accepted Answer

A) True 
 B)False

Question 7

The person involved in production who must combine talents as a coordinator, diplomat, watchdog, and businessperson is called the:

Accepted Answer

A) specs officer. 
B) agency coordinator. 
C) producer. 
D) director. 
E) external director. 
A) specs officer. 
B) agency coordinator. 
C) producer. 
D) director. 
E) external director.

Question 8

Silicon Graphics, Avid, and Inferno are mainstays in ________ and have been for some time. The techniques they have honed have worked their way into television commercials and can be used for video for less money although they are typically more time consuming.

Accepted Answer

computer p

Question 9

Which of the following is involved in seeking standardization of advertising units that should assist prospective users as well as sellers of video time?

Accepted Answer

A) VAST 
B) IBA 
C) VASTAID 
D) VPAID 
E) IAB 
A) VAST 
B) IBA 
C) VASTAID 
D) VPAID 
E) IAB

Question 10

Compare and contrast what is involved in creating a video to creating a commercial.

Accepted Answer

Creating a video and creating a commerci

Question 11

Old music is used in a commercial for all of the following EXCEPT:

Accepted Answer

A) cheaper than producing original music. 
B) quickly sets the mood. 
C) gains instant access to listener's subconscious. 
D) bridges generational differences. 
E) cues the viewer's feelings. 
A) cheaper than producing original music. 
B) quickly sets the mood. 
C) gains instant access to listener's subconscious. 
D) bridges generational differences. 
E) cues the viewer's feelings.

Question 12

Slice of life is a visual technique using actors who involve the audience in helping to solve a problem where the hero is the brand.

Accepted Answer

A) True 
 B)False

Question 13

Advice that will keep you out of trouble if you decide to use the demonstration technique in a TV spot includes:

Accepted Answer

A) puffery is acceptable, so the product can be manipulated to make it look better than it normally does. 
B) create the unexpected and delight the audience. 
C) strive for an unbelievable benefit message. 
D) the demonstration must correspond to actual usage. 
E) always have an attractive or handsome actor. 
A) puffery is acceptable, so the product can be manipulated to make it look better than it normally does. 
B) create the unexpected and delight the audience. 
C) strive for an unbelievable benefit message. 
D) the demonstration must correspond to actual usage. 
E) always have an attractive or handsome actor.

Question 14

What is online language? Provide and highlight a list of five standard terms.

Accepted Answer

Online language refers to the specific l

Question 15

The agency producer prepares specs, works with production studios, arranges for equipment, works with a talent agency, and handles the financial aspects of production.

Accepted Answer

A) True 
 B)False

Question 16

Video banner and commercials are connotations of video.

Accepted Answer

A) True 
 B)False

Question 17

The difference between the problem-solution approach and the slice-of-life approach is that in the problem solution technique there is:

Accepted Answer

A) depth of story line. 
B) a solution provided through powerful word images. 
C) depth of plot development. 
D) a solution through visuals telling the story, supplying the solution. 
E) no depth of story line nor depth of plot development. 
A) depth of story line. 
B) a solution provided through powerful word images. 
C) depth of plot development. 
D) a solution through visuals telling the story, supplying the solution. 
E) no depth of story line nor depth of plot development.

Question 18

Which of the following is NOT a planning tip that can make a spot effective?

Accepted Answer

A) flash the logo or show the package 
B) try to communicate fringe benefits 
C) show the brand name to establish identification 
D) read the audio aloud to catch tongue twisters 
E) make sentences short and uncomplicated 
A) flash the logo or show the package 
B) try to communicate fringe benefits 
C) show the brand name to establish identification 
D) read the audio aloud to catch tongue twisters 
E) make sentences short and uncomplicated

Question 19

Areas that have a dramatic impact on production costs for TV spots relate to decisions to go on location or shoot in a studio, use of special effects, and recording and mixing various aspects of sound.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is missing for big-time advertisers when it comes to online advertising?

Accepted Answer

A) the talent 
B) the producers 
C) better metrics 
D) budget controls 
E) CGI techniques 
A) the talent 
B) the producers 
C) better metrics 
D) budget controls 
E) CGI techniques

Exam 19: Video and the Commercial

A variation on the serial commercial; with this format, two related spots run with a completely unrelated spot between them.

Which of the following do NOT pertain to online and its terminology, and what advertisers need to know?

The computer is revolutionizing production and postproduction of television advertising, especially considering the opportunities created by CGI.

Which of the following questions would NOT be appropriate in a session where assessment of a storyboard would occur?

For most productions there are four steps, and the last step after the shoot is:

A producer is the key person in shooting a spot and assumes responsibility for the setting and putting the whole show together.

The person involved in production who must combine talents as a coordinator, diplomat, watchdog, and businessperson is called the:

Silicon Graphics, Avid, and Inferno are mainstays in ________ and have been for some time. The techniques they have honed have worked their way into television commercials and can be used for video for less money although they are typically more time consuming.

Which of the following is involved in seeking standardization of advertising units that should assist prospective users as well as sellers of video time?

Compare and contrast what is involved in creating a video to creating a commercial.

Old music is used in a commercial for all of the following EXCEPT:

Slice of life is a visual technique using actors who involve the audience in helping to solve a problem where the hero is the brand.

Advice that will keep you out of trouble if you decide to use the demonstration technique in a TV spot includes:

What is online language? Provide and highlight a list of five standard terms.

The agency producer prepares specs, works with production studios, arranges for equipment, works with a talent agency, and handles the financial aspects of production.

Video banner and commercials are connotations of video.

The difference between the problem-solution approach and the slice-of-life approach is that in the problem solution technique there is:

Which of the following is NOT a planning tip that can make a spot effective?

Areas that have a dramatic impact on production costs for TV spots relate to decisions to go on location or shoot in a studio, use of special effects, and recording and mixing various aspects of sound.

Which of the following is missing for big-time advertisers when it comes to online advertising?

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

The Total Concept: Words and Visuals

Print Production

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters