Question 1

According to award-winning creative director Tom Little, people don't really buy products and services, rather they buy solutions to problems.

Accepted Answer

A) True 
 B)False

Question 2

________ are the basic building blocks of effective radio, while ________ unlocks the listener's imagination and creates feelings.

Accepted Answer

The answer of ________ are the basic building blocks of...

Question 3

As a radio copywriter, you try most to achieve which of the following?

Accepted Answer

A) hold attention of the audience for the duration of the spot 
B) give meaning to copy only in a visual way 
C) focus on the busiest member of the target audience 
D) factor in the audience's other media choices 
E) ignore all the rules 
A) hold attention of the audience for the duration of the spot 
B) give meaning to copy only in a visual way 
C) focus on the busiest member of the target audience 
D) factor in the audience's other media choices 
E) ignore all the rules

Question 4

What characteristics does radio have that can help it remain a competitive advertising medium?

Accepted Answer

Radio has several characteristics that h

Question 5

To overcome the innate cynicism of American consumers, your radio copy must above all else:

Accepted Answer

A) win them over. 
B) amuse them. 
C) provide them a "reason why." 
D) disarm them. 
E) entertain them. F)all of the above 
A) win them over. 
B) amuse them. 
C) provide them a "reason why." 
D) disarm them. 
E) entertain them. F)all of the above

Question 6

Which of the following is NOT used to awaken images in a radio listener's mind?

Accepted Answer

A) voices 
B) opticals 
C) music 
D) sounds 
E) jingles 
A) voices 
B) opticals 
C) music 
D) sounds 
E) jingles

Question 7

If you were trying to write a 60-second spot, you'd likely have no more than:

Accepted Answer

A) 45 words. 
B) 60 words. 
C) 100 words. 
D) 125 words. 
E) 150 words. 
A) 45 words. 
B) 60 words. 
C) 100 words. 
D) 125 words. 
E) 150 words.

Question 8

________ is the union that represents performers appearing in radio commercials and television programs.

Accepted Answer

American Federation

Question 9

A local advertiser can effectively compete with national advertisers on the radio because of the reasonable cost of production.

Accepted Answer

A) True 
 B)False

Question 10

If writers for radio are charged with developing an entire commercial alone, their responsibilities could include all of the following EXCEPT:

Accepted Answer

A) billing the client. 
B) picking the talent. 
C) producing the spot. 
D) writing the copy. 
E) selection of sound effects. 
A) billing the client. 
B) picking the talent. 
C) producing the spot. 
D) writing the copy. 
E) selection of sound effects.

Question 11

What essential elements can advertisers draw upon to make radio an effective advertising medium?

Accepted Answer

Radio, despite the rise of digital media

Question 12

Looking at session fees in the AFTRA chart, you realize all of the following EXCEPT:

Accepted Answer

A) how complex use fees can be. 
B) how simple use fees can be. 
C) use fees in New York alone are higher than in either Chicago or Los Angeles. 
D) minimum session fees for a group singer/speaker are less than for an actor, announcer, solo, or duo. 
E) use fees last 13 weeks. 
A) how complex use fees can be. 
B) how simple use fees can be. 
C) use fees in New York alone are higher than in either Chicago or Los Angeles. 
D) minimum session fees for a group singer/speaker are less than for an actor, announcer, solo, or duo. 
E) use fees last 13 weeks.

Question 13

If you expect a listener to stay tuned to your radio spot, according to copywriter Tom Monahan, the things that "must be good for the spot to be good" include all of the following EXCEPT:

Accepted Answer

A) casting. 
B) pricing. 
C) copy. 
D) production. 
E) concept. 
A) casting. 
B) pricing. 
C) copy. 
D) production. 
E) concept.

Question 14

Things to remember about creating radio spots include all of the following EXCEPT:

Accepted Answer

A) everyone has mental images of sounds they hear. 
B) guide the listener so they have the proper response to your spot. 
C) screaming spots are a sure way to convince listeners that they should buy from the screamer. 
D) when there are no visuals, sound creates an image in the mind's eye. 
E) mental images help seed the memory with the targeted message. 
A) everyone has mental images of sounds they hear. 
B) guide the listener so they have the proper response to your spot. 
C) screaming spots are a sure way to convince listeners that they should buy from the screamer. 
D) when there are no visuals, sound creates an image in the mind's eye. 
E) mental images help seed the memory with the targeted message.

Question 15

Software has changed audio technology dramatically since the early 1990s, when it was largely associated with which manufacturer's hardware?

Accepted Answer

A) Macintosh 
B) Dell 
C) IBM 
D) Hewlett-Packard 
E) Sony 
A) Macintosh 
B) Dell 
C) IBM 
D) Hewlett-Packard 
E) Sony

Question 16

Indications that your spot produced an immediate physical, emotional, or mental response would NOT include which of the following reactions?

Accepted Answer

A) thoughts about using the advertised product or service 
B) laughter 
C) tuning to another station 
D) a tug at your heartstrings 
E) a tear 
A) thoughts about using the advertised product or service 
B) laughter 
C) tuning to another station 
D) a tug at your heartstrings 
E) a tear

Question 17

If you are striving to enhance believability in your radio copy, you want to:

Accepted Answer

A) avoid overstatement and obvious exaggerations. 
B) tell the truth about your product or service. 
C) strive to be straightforward. 
D) speak as would a trusted friend. 
E) all of the above 
A) avoid overstatement and obvious exaggerations. 
B) tell the truth about your product or service. 
C) strive to be straightforward. 
D) speak as would a trusted friend. 
E) all of the above

Question 18

The basic ingredient of a radio commercial is the promise of a benefit.

Accepted Answer

A) True 
 B)False

Question 19

A major advantage of a live commercial is:

Accepted Answer

A) you never pay extra talent fees or higher rates to a live reader. 
B) the reader cannot overlook key selling points from an accompanying fact sheet. 
C) the announcer may be quite popular so the copy is even more credible. 
D) there's always room for the local tie-in. 
E) the personality would never forget the mandatory phrases. 
A) you never pay extra talent fees or higher rates to a live reader. 
B) the reader cannot overlook key selling points from an accompanying fact sheet. 
C) the announcer may be quite popular so the copy is even more credible. 
D) there's always room for the local tie-in. 
E) the personality would never forget the mandatory phrases.

Question 20

Because good radio writing is focused on one major point with subordinate points revolving around it, it is similar to a(n):

Accepted Answer

A) mama and ducklings. 
B) wheel of persuasion. 
C) solar system. 
D) elliptical method. 
E) atom. 
A) mama and ducklings. 
B) wheel of persuasion. 
C) solar system. 
D) elliptical method. 
E) atom.

Exam 20: The Radio Commercial

According to award-winning creative director Tom Little, people don't really buy products and services, rather they buy solutions to problems.

________ are the basic building blocks of effective radio, while ________ unlocks the listener's imagination and creates feelings.

As a radio copywriter, you try most to achieve which of the following?

What characteristics does radio have that can help it remain a competitive advertising medium?

To overcome the innate cynicism of American consumers, your radio copy must above all else:

Which of the following is NOT used to awaken images in a radio listener's mind?

If you were trying to write a 60-second spot, you'd likely have no more than:

________ is the union that represents performers appearing in radio commercials and television programs.

A local advertiser can effectively compete with national advertisers on the radio because of the reasonable cost of production.

If writers for radio are charged with developing an entire commercial alone, their responsibilities could include all of the following EXCEPT:

What essential elements can advertisers draw upon to make radio an effective advertising medium?

Looking at session fees in the AFTRA chart, you realize all of the following EXCEPT:

If you expect a listener to stay tuned to your radio spot, according to copywriter Tom Monahan, the things that "must be good for the spot to be good" include all of the following EXCEPT:

Things to remember about creating radio spots include all of the following EXCEPT:

Software has changed audio technology dramatically since the early 1990s, when it was largely associated with which manufacturer's hardware?

Indications that your spot produced an immediate physical, emotional, or mental response would NOT include which of the following reactions?

If you are striving to enhance believability in your radio copy, you want to:

The basic ingredient of a radio commercial is the promise of a benefit.

A major advantage of a live commercial is:

Because good radio writing is focused on one major point with subordinate points revolving around it, it is similar to a(n):

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

Video and the Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters

are the basic building blocks of effective radio, while unlocks the listener's imagination and creates feelings.