Question 1

A _____ copy style sets up a situation and then resolves it at the last minute by having the product or service come to the rescue.

Accepted Answer

A)  narrative 
B)  institutional 
C)  picture-caption 
D)  device 
E)  straight-sell 
A)  narrative 
B)  institutional 
C)  picture-caption 
D)  device 
E)  straight-sell

Question 2

Wilkinson Insurance uses a TV ad to reach out to customers about its newly launched insurance scheme.In the commercial,a celebrity talks about the new scheme and points out its benefits.Which of the following commercial formats is being used in this ad?

Accepted Answer

A)  Demonstration 
B)  Jingle 
C)  Animation 
D)  Presenter 
E)  Slice of life 
A)  Demonstration 
B)  Jingle 
C)  Animation 
D)  Presenter 
E)  Slice of life

Question 3

For which of the following product campaigns is a dummy most likely to be developed?

Accepted Answer

A)  A point-of-purchase display for bake and eat cookies 
B)  A radio ad for a landscaping company 
C)  A television ad for a housing loan 
D)  A billboard for a car dealership 
E)  A magazine ad for a new line of cellular phones 
A)  A point-of-purchase display for bake and eat cookies 
B)  A radio ad for a landscaping company 
C)  A television ad for a housing loan 
D)  A billboard for a car dealership 
E)  A magazine ad for a new line of cellular phones

Question 4

The term _____ refers to how the art director and graphic artist choose and structure the artistic elements of an ad.

Accepted Answer

A)  slogan 
B)  headline 
C)  design 
D)  body copy 
E)  composition 
A)  slogan 
B)  headline 
C)  design 
D)  body copy 
E)  composition

Question 5

_____ copy is especially useful for products that have a number of different uses or come in a variety of styles or designs.

Accepted Answer

A)  Institutional 
B)  Picture-caption 
C)  Dialogue 
D)  Monologue 
E)  Straight-sell 
A)  Institutional 
B)  Picture-caption 
C)  Dialogue 
D)  Monologue 
E)  Straight-sell

Question 6

While using translators,a company should ideally ensure that the translator is a generalist rather than a product or market specialist.

Accepted Answer

A) True 
 B)False

Question 7

Briefly describe body copy of a print ad.

Accepted Answer

The advertiser tells the complete sales

Question 8

To be effective,television commercials should:

Accepted Answer

A)  let the audio carry most of the weight. 
B)  use "ad talk" to create a dramatic opening. 
C)  use a large number of elements in the commercial. 
D)  concentrate on the final impression the commercial will make. 
E)  ensure all scenes run for more than half a minute. 
A)  let the audio carry most of the weight. 
B)  use "ad talk" to create a dramatic opening. 
C)  use a large number of elements in the commercial. 
D)  concentrate on the final impression the commercial will make. 
E)  ensure all scenes run for more than half a minute.

Question 9

After developing the initial concepts and layouts for an ad,the primary responsibility of art directors is to:

Accepted Answer

A)  supervise the ad's progress to completion. 
B)  draw detailed visuals for the ad. 
C)  write the body copy and subheads. 
D)  compose pages using HTML, CSS, and other languages. 
E)  design collateral materials such as posters and brochures. 
A)  supervise the ad's progress to completion. 
B)  draw detailed visuals for the ad. 
C)  write the body copy and subheads. 
D)  compose pages using HTML, CSS, and other languages. 
E)  design collateral materials such as posters and brochures.

Question 10

Describe a comprehensive layout.

Accepted Answer

A comprehensive layout is a highly refin

Question 11

Which of the following provides an independent,valued endorsement for an advertiser's product because the organization awarding it is a recognized authority?

Accepted Answer

A)  Logo 
B)  Signature cut 
C)  Themeline 
D)  Seal 
E)  Close 
A)  Logo 
B)  Signature cut 
C)  Themeline 
D)  Seal 
E)  Close

Question 12

A(n)_____ refers to a visual image representing some idea or thing that can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

Accepted Answer

A)  signature cut 
B)  logotype 
C)  themeline 
D)  icon 
E)  jingle 
A)  signature cut 
B)  logotype 
C)  themeline 
D)  icon 
E)  jingle

Question 13

National flags are nonverbal signals that stir patriotic emotions,thoughts,and actions.

Accepted Answer

A) True 
 B)False

Question 14

One of the most challenging aspects of developing a radio copy is to prevent it from sounding intrusive.

Accepted Answer

A) True 
 B)False

Question 15

While developing a visual for a print ad,it is important to use divergent visual techniques to provide continuity for the ad campaign.

Accepted Answer

A) True 
 B)False

Question 16

Slogans,also known as _____,begin as successful headlines and become standard statements through continuous use.

Accepted Answer

A)  logos 
B)  taglines 
C)  trademarks 
D)  hooks 
E)  signature cuts 
A)  logos 
B)  taglines 
C)  trademarks 
D)  hooks 
E)  signature cuts

Question 17

A drawback of writing for the Internet is that it has space limitations and does not allow in-depth elaboration like other mediums do.

Accepted Answer

A) True 
 B)False

Question 18

What is the oldest and simplest type of radio or TV commercial?

Accepted Answer

The oldest and simpl

Question 19

For which of the following products is straight-sell copy most effective?

Accepted Answer

A)  Low think-involvement products 
B)  Products that are easy to use 
C)  Industrial products 
D)  Low-tech products 
E)  Agricultural products 
A)  Low think-involvement products 
B)  Products that are easy to use 
C)  Industrial products 
D)  Low-tech products 
E)  Agricultural products

Question 20

In terms of print ads,a _____ is awarded only when a product meets standards established by a particular organization.

Accepted Answer

A)  signature cut 
B)  seal 
C)  slogan 
D)  logotype 
E)  tagline 
A)  signature cut 
B)  seal 
C)  slogan 
D)  logotype 
E)  tagline

A _____ copy style sets up a situation and then resolves it at the last minute by having the product or service come to the rescue.

Wilkinson Insurance uses a TV ad to reach out to customers about its newly launched insurance scheme.In the commercial,a celebrity talks about the new scheme and points out its benefits.Which of the following commercial formats is being used in this ad?

For which of the following product campaigns is a dummy most likely to be developed?

The term _____ refers to how the art director and graphic artist choose and structure the artistic elements of an ad.

_____ copy is especially useful for products that have a number of different uses or come in a variety of styles or designs.

While using translators,a company should ideally ensure that the translator is a generalist rather than a product or market specialist.

Briefly describe body copy of a print ad.

To be effective,television commercials should:

After developing the initial concepts and layouts for an ad,the primary responsibility of art directors is to:

Describe a comprehensive layout.

Which of the following provides an independent,valued endorsement for an advertiser's product because the organization awarding it is a recognized authority?

A(n)_____ refers to a visual image representing some idea or thing that can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

National flags are nonverbal signals that stir patriotic emotions,thoughts,and actions.

One of the most challenging aspects of developing a radio copy is to prevent it from sounding intrusive.

While developing a visual for a print ad,it is important to use divergent visual techniques to provide continuity for the ad campaign.

Slogans,also known as _____,begin as successful headlines and become standard statements through continuous use.

A drawback of writing for the Internet is that it has space limitations and does not allow in-depth elaboration like other mediums do.

What is the oldest and simplest type of radio or TV commercial?

For which of the following products is straight-sell copy most effective?

In terms of print ads,a _____ is awarded only when a product meets standards established by a particular organization.

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

A _____ copy style sets up a situation and then resolves it at the last minute by having the product or service come to the rescue.

Wilkinson Insurance uses a TV ad to reach out to customers about its newly launched insurance scheme.In the commercial,a celebrity talks about the new scheme and points out its benefits.Which of the following commercial formats is being used in this ad?

For which of the following product campaigns is a dummy most likely to be developed?

The term _____ refers to how the art director and graphic artist choose and structure the artistic elements of an ad.

_____ copy is especially useful for products that have a number of different uses or come in a variety of styles or designs.

While using translators,a company should ideally ensure that the translator is a generalist rather than a product or market specialist.

Briefly describe body copy of a print ad.

To be effective,television commercials should:

After developing the initial concepts and layouts for an ad,the primary responsibility of art directors is to:

Describe a comprehensive layout.

Which of the following provides an independent,valued endorsement for an advertiser's product because the organization awarding it is a recognized authority?

A(n)_____ refers to a visual image representing some idea or thing that can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

National flags are nonverbal signals that stir patriotic emotions,thoughts,and actions.

One of the most challenging aspects of developing a radio copy is to prevent it from sounding intrusive.

While developing a visual for a print ad,it is important to use divergent visual techniques to provide continuity for the ad campaign.

Slogans,also known as _____,begin as successful headlines and become standard statements through continuous use.

A drawback of writing for the Internet is that it has space limitations and does not allow in-depth elaboration like other mediums do.

What is the oldest and simplest type of radio or TV commercial?

For which of the following products is straight-sell copy most effective?

In terms of print ads,a _____ is awarded only when a product meets standards established by a particular organization.

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