Question 1

To create a sense of anticipation through music, you'd:

Accepted Answer

A) increase tempo. 
B) use a minor key. 
C) use a major key. 
D) use a diminished eighth. 
E) use a blended tempo. 
A) increase tempo. 
B) use a minor key. 
C) use a major key. 
D) use a diminished eighth. 
E) use a blended tempo.

Question 2

You can create interest in your radio commercial by giving your customers useful information as a reward for listening.

Accepted Answer

A) True 
 B)False

Question 3

Of all the media, radio has the most captive audience.

Accepted Answer

A) True 
 B)False

Question 4

If used properly, sound effects do all of the following EXCEPT:

Accepted Answer

A) invoke almost any mood desired. 
B) unlock the listener's imagination. 
C) explain a product or service. 
D) help to create feeling. 
E) underscore a point. 
A) invoke almost any mood desired. 
B) unlock the listener's imagination. 
C) explain a product or service. 
D) help to create feeling. 
E) underscore a point.

Question 5

The thought process and strategy for writing music for a radio spot are similar to those in regular songwriting.

Accepted Answer

A) True 
 B)False

Question 6

In live commercials, ad-libbing a spot from a fact sheet can be more troublesome than anticipated by the advertiser or copywriter.

Accepted Answer

A) True 
 B)False

Question 7

Reasons many members of creative teams prefer TV over radio include all of the following EXCEPT:

Accepted Answer

A) TV provides the fastest route for recognition. 
B) TV provides impact for their campaign. 
C) TV highlights visual work. 
D) TV is high on the pecking order. 
E) TV can be viewed safely everywhere. 
A) TV provides the fastest route for recognition. 
B) TV provides impact for their campaign. 
C) TV highlights visual work. 
D) TV is high on the pecking order. 
E) TV can be viewed safely everywhere.

Question 8

Rather than words, sounds are the basic building blocks for effective radio spots.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is the major advantage radio offers advertisers?

Accepted Answer

A) When your ad is running, there's no other competition. 
B) Morning and afternoon drivetimes provide a captive audience. 
C) There are many programming formats to choose from. 
D) Local advertisers can effectively compete with national advertisers. 
E) It's a very personal nature. 
A) When your ad is running, there's no other competition. 
B) Morning and afternoon drivetimes provide a captive audience. 
C) There are many programming formats to choose from. 
D) Local advertisers can effectively compete with national advertisers. 
E) It's a very personal nature.

Question 10

Regarding music, all of the following are true EXCEPT:

Accepted Answer

A) a minor key is sadder than a major key. 
B) increased tempo creates a sense of anticipation. 
C) different kinds of music appeal to different emotions. 
D) annoying jingles are not easily remembered. 
E) can be very powerful in catching the listener's attention and evoking feelings. 
A) a minor key is sadder than a major key. 
B) increased tempo creates a sense of anticipation. 
C) different kinds of music appeal to different emotions. 
D) annoying jingles are not easily remembered. 
E) can be very powerful in catching the listener's attention and evoking feelings.

Question 11

Advertisers use collaborative music alliances to try to reach which market?

Accepted Answer

A) 13- to 17-year-olds 
B) 18- to 25-year-olds 
C) 26- to 30-year-olds 
D) Gen X 
E) Boomers 
A) 13- to 17-year-olds 
B) 18- to 25-year-olds 
C) 26- to 30-year-olds 
D) Gen X 
E) Boomers

Question 12

A key attribute of words demonstrated in the Motel 6 spots is:

Accepted Answer

A) do what it takes to be attention grabbing. 
B) the intimacy of the human voice to communicate a message. 
C) the more a person shouts, the more the prospect desires his/her product or service. 
D) as long as they describe the product or service, your message is effective. 
E) it is better to hire professional voice talent. 
A) do what it takes to be attention grabbing. 
B) the intimacy of the human voice to communicate a message. 
C) the more a person shouts, the more the prospect desires his/her product or service. 
D) as long as they describe the product or service, your message is effective. 
E) it is better to hire professional voice talent.

Question 13

Your authors do NOT include which of the following as an element for a good radio spot?

Accepted Answer

A) research your product or service as well as the competitor's 
B) produce a delayed mental, physical, or emotional response 
C) be single-minded and focused 
D) generate extension or "buzz" about your commercial 
E) relate to the customer 
A) research your product or service as well as the competitor's 
B) produce a delayed mental, physical, or emotional response 
C) be single-minded and focused 
D) generate extension or "buzz" about your commercial 
E) relate to the customer

Question 14

Which of the following does NOT fit the characterization of radio as theater of the mind?

Accepted Answer

A) Superman 
B) "watching radio" 
C) combining audio with visual 
D) War of the Worlds 
E) breathtaking, scary, beautiful, or funny mental imagery 
A) Superman 
B) "watching radio" 
C) combining audio with visual 
D) War of the Worlds 
E) breathtaking, scary, beautiful, or funny mental imagery

Question 15

This is the most simple, most commonly used, and the most direct of all techniques.

Accepted Answer

A) sex 
B) pure facts, straightforward announcer delivery 
C) combination 
D) coherence 
E) pleasantness 
A) sex 
B) pure facts, straightforward announcer delivery 
C) combination 
D) coherence 
E) pleasantness

Question 16

If radio copywriters do their job well, they can make radio the "most visual" medium.

Accepted Answer

A) True 
 B)False

To create a sense of anticipation through music, you'd:

You can create interest in your radio commercial by giving your customers useful information as a reward for listening.

Of all the media, radio has the most captive audience.

If used properly, sound effects do all of the following EXCEPT:

The thought process and strategy for writing music for a radio spot are similar to those in regular songwriting.

In live commercials, ad-libbing a spot from a fact sheet can be more troublesome than anticipated by the advertiser or copywriter.

Reasons many members of creative teams prefer TV over radio include all of the following EXCEPT:

Rather than words, sounds are the basic building blocks for effective radio spots.

Which of the following is the major advantage radio offers advertisers?

Regarding music, all of the following are true EXCEPT:

Advertisers use collaborative music alliances to try to reach which market?

A key attribute of words demonstrated in the Motel 6 spots is:

Your authors do NOT include which of the following as an element for a good radio spot?

Which of the following does NOT fit the characterization of radio as theater of the mind?

This is the most simple, most commonly used, and the most direct of all techniques.

If radio copywriters do their job well, they can make radio the "most visual" medium.

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

Exam 20: The Radio Commercial

To create a sense of anticipation through music, you'd:

You can create interest in your radio commercial by giving your customers useful information as a reward for listening.

Of all the media, radio has the most captive audience.

If used properly, sound effects do all of the following EXCEPT:

The thought process and strategy for writing music for a radio spot are similar to those in regular songwriting.

In live commercials, ad-libbing a spot from a fact sheet can be more troublesome than anticipated by the advertiser or copywriter.

Reasons many members of creative teams prefer TV over radio include all of the following EXCEPT:

Rather than words, sounds are the basic building blocks for effective radio spots.

Which of the following is the major advantage radio offers advertisers?

Regarding music, all of the following are true EXCEPT:

Advertisers use collaborative music alliances to try to reach which market?

A key attribute of words demonstrated in the Motel 6 spots is:

Your authors do NOT include which of the following as an element for a good radio spot?

Which of the following does NOT fit the characterization of radio as theater of the mind?

This is the most simple, most commonly used, and the most direct of all techniques.

If radio copywriters do their job well, they can make radio the "most visual" medium.

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