Chapter 9 Flashcards
1
Q
- How the director and the graphic artists (or graphic designer) conceptually choose and structure the artistic elements of an ad is called the ad’s:
A
design
2
Q
- A(n) _____ is an overall orderly arrangement of all the format elements of a print ad.
A
layout
3
Q
- How does the layout of an advertisement help ensure its success?
A
It decodes the product’s message.
4
Q
- The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.
A
the production artist
5
Q
- After conceptualization, the primary responsibility of the art director is to:
A
supervise the ad’s progress to completion
6
Q
- _____ are small, very rough, rapidly produced drawings used to try out ideas during the conceptual phase of the design process
A
Thumbnail sketches
7
Q
- Thumbnail sketches:
A
are small, very rough, rapidly produced drawings used to try out ideas during the conceptual phase of the design process
8
Q
- In the _____, which is drawn to the size of the actual advertisement, the headlines and subheads are lettered in, the intended illustrations and photographs are sketched in, and the body copy is simulated by using pencil lines.
A
rough
9
Q
- Which of the following statements about comprehensive layouts or comps is true?
A
At the comp stage, all visuals are in final form..
10
Q
- For which of the following projects would an ad agency be most likely to develop a dummy?
A
a point-of-purchase display for Pillsbury bake-and-eat cookies
11
Q
- Mechanicals are:
A
generally created on computers
12
Q
- According to the principles guiding how ads should be laid out,:
A
directional pattern should be evident so that readers know in what sequence to read
13
Q
- Illustrators and photographers are responsible for creating the _____ used in print advertising.
A
visuals
14
Q
- Why do advertisers need to use visuals in print ads?
A
to do all of the above
15
Q
- Which of the following is NOT a reason for the use of visuals in print ads?
A
to make the ad differ significantly from the rest of the ad campaign
16
Q
- A_____ is the term for the words in the leading position of an advertisement. These words are usually in larger type than the rest of the ad.
A
headline
17
Q
- An effective headline should:
A
do all of the above
18
Q
- The ad for L’Oreal RevitaLift cream has a _____ headline that reads, “Dramatically lifts and re-tightens skin immediately.”
A
benefit
19
Q
- The ad for Rockport boots has the following _____ headline: “A total of 500,000 tons of rain can fall from a single storm.”
A
news/information
20
Q
- The headline for the Land O Lakes butter ad reads, “What if you could taste sunshine?” This is headline is not only a question headline, but it is also designed to be a _____ headline.
A
provocative
21
Q
- When Crate and Barrel began carrying a line of cookware created specifically for the retailer by well-known designer Michael Graves, its ads used the following _____ headline: “Can a great designer make a great cook?”
A
question
22
Q
- The Delta faucet ad for its line of Victorian bathroom fixtures used a _____ headline which advised consumers to “Get a vintage look without setting foot in an antique store.”
A
command
23
Q
- The additional smaller headline that generally appears below main headline is called a(n):
A
subhead
24
Q
- Which of the following statements about subheads is true?
A
The purpose of the subhead is to act as a stepping stone between the body copy and the headline.
25
Q
- In an ad for the Cuisinart Griddler, for cooking on kitchen counter tops, _____ copy is used, which explains how to use the Griddler and why it is a superior innovation to all other similar products currently on the market.
A
straight-sell
26
Q
- The McGraw-Hill Companies introduced a massive TV and print corporate-image campaign in conjunction with the renaming of McGraw-Hill, Inc., and the introduction of a new logo. Centered on the slogan, “Keeping the world up to speed,” the four-month campaign cost $2.7 million. The ads in this campaign used _____ copy that extolled the virtue of the publishing giant.
A
institutional
27
Q
- A company that wanted to use an emotional appeal to consumers would most likely use _____ copy.
A
narrative
28
Q
- An ad for the retailer Coldwater Creek does not promote the clothing the store chain sells. Rather the ad was designed to promote the Susan G. Komen Breast Cancer Race for the Cure. The _____ copy in this ad described how important it was for women to receive annual mammograms and support breast cancer research.
A
institutional
29
Q
- An ad for Pûr water filters has a photo which shows a woman enjoying a glass of water from her Pûr water filter while her dog is on the counter gnawing on a freshly cooked turkey. The _____ copy under the picture begins with the following statement: “The only thing you’ll notice is how great it tastes.”
A
picture-caption
30
Q
- _____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and other tricks.
A
Device
31
Q
- Which of the following is a basic element in the construction of body copy?
A
trial close
32
Q
- In an advertisement in print media, the _____ is a bridge between the headline, the subheads, and the sales ideas presented in the text.
A
lead-in paragraph
33
Q
- The bottom of an advertisement for Sure Fit slipcovers reads, “Call 1-800-517-0317 or visit www.surefit.com to receive a free catalog.” This is an example of a:
A
close
34
Q
- The McGraw-Hill Companies use the slogan or _____, “Keeping the world up to speed.”
A
taglines
35
Q
- GE uses “Imagination at Work” as its slogan. The McGraw-Hill Companies use the slogan “Keeping the world up to speed.” Why do these international companies find it necessary to use slogans?
A
to provide continuity for an ad campaign
36
Q
- The _____ on Lay’s potato chips informs customers that the chips received the “Best Taste Award” among leading classic-style potato chips my professional chefs of the American Culinary ChefsBest.
A
seal
37
Q
- Which of the following statements about developing copy for radio advertising is true?
A
One of the most challenging aspects of writing for broadcast media is making the script fit the time slot.
38
Q
- The most effective radio commercials should:
A
use familiar sound effects
39
Q
- Effective television commercials should:
A
begin at the finish
40
Q
- The art director create the _____ to present the artistic approach, the action sequences, and the style of the commercial.
A
storyboard roughs
41
Q
- The _____ commercial is the oldest and simplest type of television commercial to produce.
A
straight announcement
42
Q
- A _____ commercial for an electronic home security system showed a family’s home being robbed while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.
A
straight announcement
43
Q
- John Slack is a noted equestrienne and a World Champion rider. He appeared in a _____ commercial to tell other horse lovers about the Purina Mills Equine Education Series, which provides advice on your horse’s care and training.
A
presenter
44
Q
- A television commercial, which shows how easily the Clorox bleach pen removes grass stains from soccer uniforms, is an example of a(n) _____ commercial.
A
demonstration
45
Q
- A _____ commercial for the Pentax waterproof point-‘n-shoot digital camera showed how the camera survived when a toddler grabbed the camera and dropped it into her grungy bathwater.
A
slice-of-life
46
Q
- The product was a recipe organizer. The agency designed a _____ commercial that identified the problem of trying to find a recipe when it’s time to cook the meal. Realistically, it showed every kind of kitchen confusion, then serenity reigning once the recipe organizer was in place.
A
slice-of-life
47
Q
- Slice-of-life television commercials often incorporate _____, which is defined as a device, often a gimmick, used to assist the viewer’s memory.
A
mnemonic devices
48
Q
- A commercial for Bailey’s Irish Cream shows young sophisticates in a party-like atmosphere enjoying each other’s company and drinking the liqueur. This commercial uses:
A
a lifestyle technique
49
Q
- The layout for the script of a television commercial is first seen as a(n) _____, a series of frames or pictures that correspond to the commercial.
A
storyboard
50
Q
- An animatic is:
A
a film strip composed of the storyboard sketches accompanied by the audio portion of a TV commercial synchronized on tape
51
Q
- Effective Web sites should always offer:
A
interactivity
52
Q
- The most important consideration for copywriters and creative directors who are trying to develop an ad campaign for a foreign market is:
A
language
53
Q
- A French manufacturer of riding equipment that uses translators to translate its advertising from French to Japanese should:
A
hire a translator who lives in Japan
54
Q
- A(n) _____ is a visual image of 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.
A
icon
55
Q
- Ads for Travelers Insurance feature an umbrella, which represents the protection provided by the company. Because this image cuts across national boundaries and is readily understood in other countries, the umbrella can be called a(n):
A
icon
