Question 1

________ revitalizes copy by ensuring that it flows in a logical sequence from first word to last, using smooth transitional words and phrases for easier listening.

Accepted Answer

The answer of ________ revitalizes copy by ensuring that it...

Question 2

Match between columns
                        Premises: In the AFTRA contract, it is the most expensive use fee.
The reason that people buy 350,000 of these drill bits each year.
Believes that the only true measure of success for a radio commercial is when it "produces desired results for the client."
Sometimes referred to as a musical logotype, it is what you hope listeners will remember.
A way to vitalize copy, it is about telling the truth and avoiding overstatements and obvious exaggerations.
A type of file playback, it interfaces with software that allows true four-track recording simultaneously.
Using known words and short phrases, being conversational, and reading your copy aloud helps to develop this means of vitalizing the copy.
The basic building blocks of an effective radio commercial.
A popular means of making a slogan memorable, which is not as popular today as it was in the past.
When used properly, unlocks the listener's imagination and creates feelings.
In his radio spots, he says he'll "leave the light on for you."
Normally associated with print advertising but can be quite effective in radio spots.
This happens in radio when a writer stimulates the listener's imagination to create pictures through the use of sound.
Prerecorded music used on a rental basis.
He said, "Everything must be good for the spot to be good."

Accepted Answer

The Answer of "theater of the mind" and Tom Monahan is...

Question 3

Words are used to fulfill all of the following objectives EXCEPT:

Accepted Answer

A) to build desire. 
B) to grab attention. 
C) to win awards. 
D) to create interest. 
E) to evoke a response. 
A) to build desire. 
B) to grab attention. 
C) to win awards. 
D) to create interest. 
E) to evoke a response.

Question 4

There are three basic approaches to how a radio commercial can be delivered. Name and briefly describe them.

Accepted Answer

There are three basic approaches to how

Question 5

After its copyright has expired, a melody is in the public domain and available for use without cost.

Accepted Answer

A) True 
 B)False

Question 6

If you are striving for distinctiveness in your radio spot, which of the following would you AVOID?

Accepted Answer

A) try to sound different 
B) use a particular voice quality 
C) use tried-and-true phrasing from award-winning spots 
D) use an easily identifiable sound but for different reasons than the ordinary 
E) use a musical phrase 
A) try to sound different 
B) use a particular voice quality 
C) use tried-and-true phrasing from award-winning spots 
D) use an easily identifiable sound but for different reasons than the ordinary 
E) use a musical phrase

Question 7

Characteristics of "print radio" copy include all of the following EXCEPT:

Accepted Answer

A) created by people with little to no understanding of radio. 
B) most copywriters can visualize what has to be said and state it in terms that take advantage of radio's uniqueness. 
C) too much dependence on print experience for format. 
D) copywriters create audio newspaper ads. 
E) has a headline, subhead, body copy, logo, and a slogan. 
A) created by people with little to no understanding of radio. 
B) most copywriters can visualize what has to be said and state it in terms that take advantage of radio's uniqueness. 
C) too much dependence on print experience for format. 
D) copywriters create audio newspaper ads. 
E) has a headline, subhead, body copy, logo, and a slogan.

Question 8

Products or services like health care, security, donations, and mental care have successfully used the following technique to stimulate the targeted response.

Accepted Answer

A) emotion 
B) features/benefits analysis 
C) dialogue 
D) jingles 
E) sound effects 
A) emotion 
B) features/benefits analysis 
C) dialogue 
D) jingles 
E) sound effects

Question 9

Los Angeles is the most expensive area for radio artists' fees.

Accepted Answer

A) True 
 B)False

Question 10

When a commercial is written in a way that sets the product apart and makes it sound different from other commercials and it has ________, it's a way to vitalize the copy.

Accepted Answer

The answer of When a commercial is written in a...

Question 11

Although there are broad similarities in producing radio and TV spots, TV can be far less complicated and less costly because of up-front costs.

Accepted Answer

A) True 
 B)False

Question 12

Humor is quite an effective technique and rarely backfires even when you make fun of the product or use, or use it in a situation that is not normally funny.

Accepted Answer

A) True 
 B)False

Question 13

If you are striving for simplicity in your radio spot, then do all of the following EXCEPT:

Accepted Answer

A) be sure to include all product benefits. 
B) build around one central idea. 
C) use known words. 
D) use short phrases. 
E) use simple sentence structure. 
A) be sure to include all product benefits. 
B) build around one central idea. 
C) use known words. 
D) use short phrases. 
E) use simple sentence structure.

Question 14

Because copywriters who often are assigned to write radio spots have the most experience in print media, they likely will turn out "________," with a headline, a subhead, body copy, a logo and a slogan.

Accepted Answer

The answer of Because copywriters who often are assigned to...

Question 15

Discuss the role of music in radio production and how music has been used in the past as well as how it's presently being used.

Accepted Answer

Music has always played a crucial role i

Question 16

Use and payment of performers appearing in radio spots are dictated by the AFTRA commercial contract.

Accepted Answer

A) True 
 B)False

Question 17

If in your copy you remember to use a warm, personal tone and speak as if you're talking to one or two people, you are more likely to establish rapport with prospects.

Accepted Answer

A) True 
 B)False

Question 18

Technology created in the 1990s for the Macintosh has today made it possible for the individual to control every step in the multitrack production of digital audio.

Accepted Answer

A) True 
 B)False

Question 19

In radio advertising, white space, in the form of music or sound effects, can create curiosity and be quite compelling, especially when combined with a provocative message.

Accepted Answer

A) True 
 B)False

Question 20

The last step in the radio production process is oriented around having the master tape of the commercial prepared for distribution.

Accepted Answer

A) True 
 B)False

Exam 20: The Radio Commercial

________ revitalizes copy by ensuring that it flows in a logical sequence from first word to last, using smooth transitional words and phrases for easier listening.

Words are used to fulfill all of the following objectives EXCEPT:

There are three basic approaches to how a radio commercial can be delivered. Name and briefly describe them.

After its copyright has expired, a melody is in the public domain and available for use without cost.

If you are striving for distinctiveness in your radio spot, which of the following would you AVOID?

Characteristics of "print radio" copy include all of the following EXCEPT:

Products or services like health care, security, donations, and mental care have successfully used the following technique to stimulate the targeted response.

Los Angeles is the most expensive area for radio artists' fees.

When a commercial is written in a way that sets the product apart and makes it sound different from other commercials and it has ________, it's a way to vitalize the copy.

Although there are broad similarities in producing radio and TV spots, TV can be far less complicated and less costly because of up-front costs.

Humor is quite an effective technique and rarely backfires even when you make fun of the product or use, or use it in a situation that is not normally funny.

If you are striving for simplicity in your radio spot, then do all of the following EXCEPT:

Because copywriters who often are assigned to write radio spots have the most experience in print media, they likely will turn out "________," with a headline, a subhead, body copy, a logo and a slogan.

Discuss the role of music in radio production and how music has been used in the past as well as how it's presently being used.

Use and payment of performers appearing in radio spots are dictated by the AFTRA commercial contract.

If in your copy you remember to use a warm, personal tone and speak as if you're talking to one or two people, you are more likely to establish rapport with prospects.

Technology created in the 1990s for the Macintosh has today made it possible for the individual to control every step in the multitrack production of digital audio.

In radio advertising, white space, in the form of music or sound effects, can create curiosity and be quite compelling, especially when combined with a provocative message.

The last step in the radio production process is oriented around having the master tape of the commercial prepared for distribution.

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