Question 1

Selecting the focus of an advertising visual is an important step in the creative process. Which of the following is LEAST likely to be the focus for an ad visual?

Accepted Answer

A)   Product packaging
B)   Public relations value
C)   Negative appeal
D)   Product comparison
E)   Testimonials

Question 2

Writing for radio requires clearer copywriting than writing done for any other media.

Accepted Answer

A) True 
 B)False

Question 3

Many experts believe that headlines with 10 words or more gain greater readership, which explains why most headlines average 12 words in length.

Accepted Answer

A) True 
 B)False

Question 4

_____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and other tricks.

Accepted Answer

A)   Narrative
B)   Dialogue
C)   Humorous
D)   Device
E)   Contrived

Question 5

An ad for Asian Sensations newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.

Accepted Answer

A) True 
 B)False

Question 6

A(n)  _____ commercial for an electronic home security system showed a family's home that had been robbed, while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.

Accepted Answer

A)   straight announcement
B)   testimonial
C)   slice-of-life
D)   animated
E)   demonstration

Question 7

Cargill, a privately held, multinational corporation, is involved with purchasing, processing, and distributing agricultural commodities, and it also manufactures and sells livestock feed, ingredients for processed foods, and pharmaceuticals. Cargill launched an ad campaign in which it used advertising in business publications to extol the firm's virtues. In other words, Cargill used _____ copy in its print ads.

Accepted Answer

A)   business
B)   service
C)   anecdotal
D)   institutional
E)   regulated

Question 8

Banner advertising is the dominant approach used in Internet advertising.

Accepted Answer

A) True 
 B)False

Question 9

The ad for Freschetta frozen pizza asks, "What's it like to be rolling in dough?" Which copy technique was the ad's copywriter using?

Accepted Answer

Device copy uses figures of sp...

Question 10

The _____ on Pepperidge Farm whole grain breads informs customers that the bread is certified to provide heart-healthy nutritional benefits by the American Heart Association, an independent organization.

Accepted Answer

A)   logo
B)   sig cut
C)   themeline
D)   seal
E)   tagline

Question 11

What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and Cheese It Up?"

Accepted Answer

A command headline s...

Question 12

Taco Bell introduced its new menu "to keep your wallet and your stomach full." The ads featured people exiting Taco Bell and proclaiming, "I'm full!" What type of a television commercial is this an example of?

Accepted Answer

This is an example o...

Question 13

All that appears on a typical radio script is the ad dialog.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is a principle guiding how ads should be laid out?

Accepted Answer

A)   No single element of the ad should dominate.
B)   The ad should appear unusual and asymmetrical for eye appeal.
C)   The space within the ad should be broken into asymmetrical units.
D)   A directional pattern should be evident so readers know in what sequence to read.
E)   There should be a force that holds the ad together and gives it interesting variation.

Question 15

An animatic is best described as a:

Accepted Answer

A)   popular TV commercial shared through social media.
B)   concept used exclusively in animated TV commercials.
C)   finished, operational script for a television commercial.
D)   large white sheet preprinted with a series of blank television screens.
E)   film strip of the storyboard sketches accompanied by the audio part of a TV commercial.

Question 16

Which of the following is a basic element in the construction of lengthy body copy?

Accepted Answer

A)   Introduction
B)   Trial close
C)   Stimulus-response
D)   Compelling visual
E)   Bullet points

Question 17

Thumbnail sketches are best described as:

Accepted Answer

A)   small mock-ups of dummy point-of-purchase displays.
B)   results of market tests for proposed ad campaigns.
C)   rapidly produced pencil sketches used to try out ideas.
D)   each individual frame in a storyboard.
E)   mock-ups of comparable ads that competitors are using.

Question 18

The primary purpose of a banner ad is to:

Accepted Answer

A)   facilitate the use of a firm's Facebook page by offering free product samples.
B)   bring Internet users to a Web site other than the one they intended to visit.
C)   ensure that Web site users are engaged with a firm's product or brand.
D)   encourage Internet users to share entertaining messages with others.
E)   achieve synergy by ensuring that artwork and headlines work together.

Question 19

How does the layout of an advertisement help ensure its success?

Accepted Answer

A)   It creates new target markets.
B)   It decodes the product's message.
C)   It is an elaboration of the ad agency's vision.
D)   It shows the size and placement of each element.
E)   It provides a thumbnail sketch for the production crew.

Question 20

Another name for the poster-style format is the:

Accepted Answer

A)   thumbnail sketch.
B)   picture-window layout.
C)   paste-up.
D)   camera-ready copy.
E)   comprehensive layout.

Exam 9: Creative Execution: Art and Copy

Writing for radio requires clearer copywriting than writing done for any other media.

Correct Answer
verified

Which of the following is a principle guiding how ads should be laid out?

Correct Answer
verified

All that appears on a typical radio script is the ad dialog.

Correct Answer
verified

What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and Cheese It Up?"

Correct Answer
verified
A command headline s...
View Answer

An animatic is best described as a:

Correct Answer
verified

An ad for Asian Sensations newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.

Correct Answer
verified

The _____ on Pepperidge Farm whole grain breads informs customers that the bread is certified to provide heart-healthy nutritional benefits by the American Heart Association, an independent organization.

Correct Answer
verified

Taco Bell introduced its new menu "to keep your wallet and your stomach full." The ads featured people exiting Taco Bell and proclaiming, "I'm full!" What type of a television commercial is this an example of?

Correct Answer
verified
This is an example o...
View Answer

Selecting the focus of an advertising visual is an important step in the creative process. Which of the following is LEAST likely to be the focus for an ad visual?

Correct Answer
verified

Banner advertising is the dominant approach used in Internet advertising.

Correct Answer
verified

_____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and other tricks.

Correct Answer
verified

Another name for the poster-style format is the:

Correct Answer
verified

The ad for Freschetta frozen pizza asks, "What's it like to be rolling in dough?" Which copy technique was the ad's copywriter using?

Correct Answer
verified
Device copy uses figures of sp...
View Answer

A(n) _____ commercial for an electronic home security system showed a family's home that had been robbed, while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.

Correct Answer
verified

Many experts believe that headlines with 10 words or more gain greater readership, which explains why most headlines average 12 words in length.

Correct Answer
verified

Correct Answer
verified

Which of the following is a basic element in the construction of lengthy body copy?

Correct Answer
verified

Thumbnail sketches are best described as:

Correct Answer
verified

The primary purpose of a banner ad is to:

Correct Answer
verified

How does the layout of an advertisement help ensure its success?

Correct Answer
verified

Exam 9: Creative Execution: Art and Copy

Writing for radio requires clearer copywriting than writing done for any other media.

Correct AnswerverifiedShow Answer

Which of the following is a principle guiding how ads should be laid out?

Correct AnswerverifiedShow Answer

All that appears on a typical radio script is the ad dialog.

Correct AnswerverifiedShow Answer

What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and Cheese It Up?"

Correct AnswerverifiedA command headline s...View AnswerShow Answer

An animatic is best described as a:

Correct AnswerverifiedShow Answer

An ad for Asian Sensations newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.

Correct AnswerverifiedShow Answer

The _____ on Pepperidge Farm whole grain breads informs customers that the bread is certified to provide heart-healthy nutritional benefits by the American Heart Association, an independent organization.

Correct AnswerverifiedShow Answer

Taco Bell introduced its new menu "to keep your wallet and your stomach full." The ads featured people exiting Taco Bell and proclaiming, "I'm full!" What type of a television commercial is this an example of?

Correct AnswerverifiedThis is an example o...View AnswerShow Answer

Selecting the focus of an advertising visual is an important step in the creative process. Which of the following is LEAST likely to be the focus for an ad visual?

Correct AnswerverifiedShow Answer

Banner advertising is the dominant approach used in Internet advertising.

Correct AnswerverifiedShow Answer

_____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and other tricks.

Correct AnswerverifiedShow Answer

Another name for the poster-style format is the:

Correct AnswerverifiedShow Answer

The ad for Freschetta frozen pizza asks, "What's it like to be rolling in dough?" Which copy technique was the ad's copywriter using?

Correct AnswerverifiedDevice copy uses figures of sp...View AnswerShow Answer

A(n) _____ commercial for an electronic home security system showed a family's home that had been robbed, while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.

Correct AnswerverifiedShow Answer

Many experts believe that headlines with 10 words or more gain greater readership, which explains why most headlines average 12 words in length.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is a basic element in the construction of lengthy body copy?

Correct AnswerverifiedShow Answer

Thumbnail sketches are best described as:

Correct AnswerverifiedShow Answer

The primary purpose of a banner ad is to:

Correct AnswerverifiedShow Answer

How does the layout of an advertisement help ensure its success?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified
A command headline s...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified
This is an example o...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Device copy uses figures of sp...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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