Question 1

In a(n)_____ commercial format,a radio or TV announcer delivers the sales message.It is adaptable to almost any product or situation.

Accepted Answer

A)  demonstration 
B)  testimonial 
C)  musical 
D)  animated 
E)  straight announcement 
A)  demonstration 
B)  testimonial 
C)  musical 
D)  animated 
E)  straight announcement E

Question 2

Which of the following is true of a question headline?

Accepted Answer

A)  A question headline announces news or promises information. 
B)  A question headline orders the reader to do something. 
C)  A question headline should ask a question that can be answered quickly. 
D)  A good question headline piques the reader's curiosity and imagination. 
E)  A negative answer to a question headline encourages the consumer to read the body copy. 
A)  A question headline announces news or promises information. 
B)  A question headline orders the reader to do something. 
C)  A question headline should ask a question that can be answered quickly. 
D)  A good question headline piques the reader's curiosity and imagination. 
E)  A negative answer to a question headline encourages the consumer to read the body copy. D

Question 3

Which of the following is true of a poster-style format?

Accepted Answer

A)  It is a striking contrast of an Ayer No.1 layout. 
B)  It scores the lowest recall among all ad formats. 
C)  It has a dominant visual that occupies 60 to 70 percent of the ad's total area. 
D)  It consists of multiple large pictures and two small ones. 
E)  Its copy blocks comprise 85 percent of the ad. 
A)  It is a striking contrast of an Ayer No.1 layout. 
B)  It scores the lowest recall among all ad formats. 
C)  It has a dominant visual that occupies 60 to 70 percent of the ad's total area. 
D)  It consists of multiple large pictures and two small ones. 
E)  Its copy blocks comprise 85 percent of the ad. C

Question 4

Which of the following is used to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief,repeatable,and memorable positioning statement?

Accepted Answer

A)  Casting brief 
B)  Slogan 
C)  Trademark 
D)  Testimonial 
E)  Signature cut 
A)  Casting brief 
B)  Slogan 
C)  Trademark 
D)  Testimonial 
E)  Signature cut

Question 5

In terms of design principles,_____ refers to the part of the ad not occupied by other elements and helps focus attention on an isolated element.

Accepted Answer

A)  body copy 
B)  layout 
C)  thumbnail 
D)  white space 
E)  contrast 
A)  body copy 
B)  layout 
C)  thumbnail 
D)  white space 
E)  contrast

Question 6

A television commercial shows how easily a brand of washing powder removes grass stains from soccer uniforms.This is an example of a(n)_____ commercial.

Accepted Answer

A)  demonstration 
B)  testimonial 
C)  animation 
D)  straight announcement 
E)  jingle 
A)  demonstration 
B)  testimonial 
C)  animation 
D)  straight announcement 
E)  jingle

Question 7

Which of the following is a basic element in the construction of long copy ads that helps consumers make the buying decision early?

Accepted Answer

A)  Audio 
B)  Trial close 
C)  Logotype 
D)  Visual 
E)  Themeline 
A)  Audio 
B)  Trial close 
C)  Logotype 
D)  Visual 
E)  Themeline

Question 8

What is the role of a headline in a print ad?

Accepted Answer

A headlines plays the role of

Question 9

Which of the following is an important guideline for creating effective radio commercials?

Accepted Answer

A)  Mention the advertiser's name early and often. 
B)  Use several varied selling points. 
C)  Use passive voice and lesser verbs than adjectives. 
D)  Ensure the commercial is completed within 20 seconds. 
E)  Put across a long list of copy points and complex arguments. 
A)  Mention the advertiser's name early and often. 
B)  Use several varied selling points. 
C)  Use passive voice and lesser verbs than adjectives. 
D)  Ensure the commercial is completed within 20 seconds. 
E)  Put across a long list of copy points and complex arguments.

Question 10

Effective radio commercials should:

Accepted Answer

A)  use familiar sound effects. 
B)  mention the advertiser's name only once. 
C)  avoid asking for the order. 
D)  use more adjectives than verbs. 
E)  be based on an absurd premise only. 
A)  use familiar sound effects. 
B)  mention the advertiser's name only once. 
C)  avoid asking for the order. 
D)  use more adjectives than verbs. 
E)  be based on an absurd premise only.

Question 11

A bug spray commercial features walking and talking cockroaches.This is an example of a presenter commercial.

Accepted Answer

A) True 
 B)False

Question 12

The key to effective slice-of-life commercials is to focus on multiple product benefits.

Accepted Answer

A) True 
 B)False

Question 13

One of the principles of design followed by a layout artist is that:

Accepted Answer

A)  the total headline area should always fill 80 percent of the ad. 
B)  ads should comprise multiple dominant visuals that occupy 10 percent of the total area. 
C)  the space within the ad should be divided into asymmetrical units. 
D)  a directional pattern should be evident so that the reader knows in what sequence to read. 
E)  all elements of the ad should have equal emphasis in order to avoid dominating the others.
Advertising author Roy Paul Nelson points out that the principles of design are to the layout artist what the rules of grammar are to the writer. The basic rules include the following:
(a) The design must be in balance.
(b) The space within the ad should be broken up into pleasing proportions.
(c) A directional pattern should be evident so the reader knows in what sequence to read.
(d) Some force should hold the ad together and give it unity. 
A)  the total headline area should always fill 80 percent of the ad. 
B)  ads should comprise multiple dominant visuals that occupy 10 percent of the total area. 
C)  the space within the ad should be divided into asymmetrical units. 
D)  a directional pattern should be evident so that the reader knows in what sequence to read. 
E)  all elements of the ad should have equal emphasis in order to avoid dominating the others.
Advertising author Roy Paul Nelson points out that the principles of design are to the layout artist what the rules of grammar are to the writer. The basic rules include the following:
(a) The design must be in balance.
(b) The space within the ad should be broken up into pleasing proportions.
(c) A directional pattern should be evident so the reader knows in what sequence to read.
(d) Some force should hold the ad together and give it unity.

Question 14

In print ads,which of the following subjects is appropriate for automobile ads?

Accepted Answer

A)  The package containing the product 
B)  The product in use 
C)  How to use the product 
D)  Product features 
E)  Negative appeal 
A)  The package containing the product 
B)  The product in use 
C)  How to use the product 
D)  Product features 
E)  Negative appeal

Question 15

The bottom of an advertisement for Perfect Homes reads,"Call 1-800-517-0317 or visit http://www.surefit.com to receive a free catalog." In terms of the format elements used to construct long copy,this is an example of a(n):

Accepted Answer

A)  close 
B)  lead-in paragraph 
C)  kicker 
D)  themeline 
E)  interior paragraph 
A)  close 
B)  lead-in paragraph 
C)  kicker 
D)  themeline 
E)  interior paragraph

Question 16

A _____ headline orders or requests the reader to do something,so it might seem negative.But readers pay attention to such headlines.

Accepted Answer

A)  provocative 
B)  question 
C)  command 
D)  news 
E)  benefit 
A)  provocative 
B)  question 
C)  command 
D)  news 
E)  benefit

Question 17

A storyboard is an approximation of the final commercial.

Accepted Answer

A) True 
 B)False

Question 18

What are the four basic rules that companies should follow while using translators in designing ads?

Accepted Answer

The four basic rules that companies shou

Question 19

Which of the following is true of rough layouts?

Accepted Answer

A)  They are a highly refined facsimile of the finished ad and look exactly like the finished product. 
B)  They consist of illustrations and photos that are sketched in and body copy that is simulated with lines. 
C)  They present the handheld look and feel of brochures, multipage materials, and point-of-purchase displays. 
D)  They consist of rough, rapidly produced drawings without headlines and subheads. 
E)  They comprise solely of blocks of straight or squiggly lines that indicate text placement. 
A)  They are a highly refined facsimile of the finished ad and look exactly like the finished product. 
B)  They consist of illustrations and photos that are sketched in and body copy that is simulated with lines. 
C)  They present the handheld look and feel of brochures, multipage materials, and point-of-purchase displays. 
D)  They consist of rough, rapidly produced drawings without headlines and subheads. 
E)  They comprise solely of blocks of straight or squiggly lines that indicate text placement.

Question 20

The art director uses the TV script to create a series of _____ to present the artistic approach,the action sequences,and the style of the commercial.

Accepted Answer

A)  casting briefs 
B)  storyboard roughs 
C)  themelines 
D)  lead-in paragraphs 
E)  testimonials 
A)  casting briefs 
B)  storyboard roughs 
C)  themelines 
D)  lead-in paragraphs 
E)  testimonials

In a(n)_____ commercial format,a radio or TV announcer delivers the sales message.It is adaptable to almost any product or situation.

Which of the following is true of a question headline?

Which of the following is true of a poster-style format?

Which of the following is used to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief,repeatable,and memorable positioning statement?

In terms of design principles,_____ refers to the part of the ad not occupied by other elements and helps focus attention on an isolated element.

A television commercial shows how easily a brand of washing powder removes grass stains from soccer uniforms.This is an example of a(n)_____ commercial.

Which of the following is a basic element in the construction of long copy ads that helps consumers make the buying decision early?

What is the role of a headline in a print ad?

Which of the following is an important guideline for creating effective radio commercials?

Effective radio commercials should:

A bug spray commercial features walking and talking cockroaches.This is an example of a presenter commercial.

The key to effective slice-of-life commercials is to focus on multiple product benefits.

One of the principles of design followed by a layout artist is that:

In print ads,which of the following subjects is appropriate for automobile ads?

The bottom of an advertisement for Perfect Homes reads,"Call 1-800-517-0317 or visit http://www.surefit.com to receive a free catalog." In terms of the format elements used to construct long copy,this is an example of a(n):

A _____ headline orders or requests the reader to do something,so it might seem negative.But readers pay attention to such headlines.

A storyboard is an approximation of the final commercial.

What are the four basic rules that companies should follow while using translators in designing ads?

Which of the following is true of rough layouts?

The art director uses the TV script to create a series of _____ to present the artistic approach,the action sequences,and the style of the commercial.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters

Exam 11: Creative Execution

In a(n)_____ commercial format,a radio or TV announcer delivers the sales message.It is adaptable to almost any product or situation.

Which of the following is true of a question headline?

Which of the following is true of a poster-style format?

Which of the following is used to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief,repeatable,and memorable positioning statement?

In terms of design principles,_____ refers to the part of the ad not occupied by other elements and helps focus attention on an isolated element.

A television commercial shows how easily a brand of washing powder removes grass stains from soccer uniforms.This is an example of a(n)_____ commercial.

Which of the following is a basic element in the construction of long copy ads that helps consumers make the buying decision early?

What is the role of a headline in a print ad?

Which of the following is an important guideline for creating effective radio commercials?

Effective radio commercials should:

A bug spray commercial features walking and talking cockroaches.This is an example of a presenter commercial.

The key to effective slice-of-life commercials is to focus on multiple product benefits.

One of the principles of design followed by a layout artist is that:

In print ads,which of the following subjects is appropriate for automobile ads?

The bottom of an advertisement for Perfect Homes reads,"Call 1-800-517-0317 or visit http://www.surefit.com to receive a free catalog." In terms of the format elements used to construct long copy,this is an example of a(n):

A _____ headline orders or requests the reader to do something,so it might seem negative.But readers pay attention to such headlines.

A storyboard is an approximation of the final commercial.

What are the four basic rules that companies should follow while using translators in designing ads?

Which of the following is true of rough layouts?

The art director uses the TV script to create a series of _____ to present the artistic approach,the action sequences,and the style of the commercial.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters