Chapter 9

Question 1

20. 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:

Answer 1

design

Question 2

21. A(n) _____ is an overall orderly arrangement of all the format elements of a print ad.

Answer 2

layout

Question 3

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

Answer 3

It decodes the product’s message.

Question 4

23. The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.

Answer 4

the production artist

Question 5

24. After conceptualization, the primary responsibility of the art director is to:

Answer 5

supervise the ad’s progress to completion

Question 6

25. _____ are small, very rough, rapidly produced drawings used to try out ideas during the conceptual phase of the design process

Answer 6

Thumbnail sketches

Question 7

26. Thumbnail sketches:

Answer 7

are small, very rough, rapidly produced drawings used to try out ideas during the conceptual phase of the design process

Question 8

27. 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.

Answer 8

rough

Question 9

28. Which of the following statements about comprehensive layouts or comps is true?

Answer 9

At the comp stage, all visuals are in final form..

Question 10

29. For which of the following projects would an ad agency be most likely to develop a dummy?

Answer 10

a point-of-purchase display for Pillsbury bake-and-eat cookies

Question 11

30. Mechanicals are:

Answer 11

generally created on computers

Question 12

31. According to the principles guiding how ads should be laid out,:

Answer 12

directional pattern should be evident so that readers know in what sequence to read

Question 13

32. Illustrators and photographers are responsible for creating the _____ used in print advertising.

Answer 13

visuals

Question 14

33. Why do advertisers need to use visuals in print ads?

Answer 14

to do all of the above

Question 15

34. Which of the following is NOT a reason for the use of visuals in print ads?

Answer 15

to make the ad differ significantly from the rest of the ad campaign

Question 16

35. 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.

Answer 16

headline

Question 17

36. An effective headline should:

Answer 17

do all of the above

Question 18

37. The ad for L’Oreal RevitaLift cream has a _____ headline that reads, “Dramatically lifts and re-tightens skin immediately.”

Answer 18

benefit

Question 19

38. The ad for Rockport boots has the following _____ headline: “A total of 500,000 tons of rain can fall from a single storm.”

Answer 19

news/information

Question 20

39. 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.

Answer 20

provocative

Question 21

40. 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?”

Answer 21

question

Question 22

41. 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.”

Answer 22

command

Question 23

42. The additional smaller headline that generally appears below main headline is called a(n):

Answer 23

subhead

Question 24

43. Which of the following statements about subheads is true?

Answer 24

The purpose of the subhead is to act as a stepping stone between the body copy and the headline.

Question 25

44. 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.

Answer 25

straight-sell

Question 26

45. 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.

Answer 26

institutional

Question 27

46. A company that wanted to use an emotional appeal to consumers would most likely use _____ copy.

Answer 27

narrative

Question 28

47. 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.

Answer 28

institutional

Question 29

48. 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.”

Answer 29

picture-caption

Question 30

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

Answer 30

Device

Question 31

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

Answer 31

trial close

Question 32

51. In an advertisement in print media, the _____ is a bridge between the headline, the subheads, and the sales ideas presented in the text.

Answer 32

lead-in paragraph

Question 33

52. 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:

Answer 33

close

Question 34

53. The McGraw-Hill Companies use the slogan or _____, “Keeping the world up to speed.”

Answer 34

taglines

Question 35

54. 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?

Answer 35

to provide continuity for an ad campaign

Question 36

55. 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.

Answer 36

seal

Question 37

56. Which of the following statements about developing copy for radio advertising is true?

Answer 37

One of the most challenging aspects of writing for broadcast media is making the script fit the time slot.

Question 38

57. The most effective radio commercials should:

Answer 38

use familiar sound effects

Question 39

58. Effective television commercials should:

Answer 39

begin at the finish

Question 40

59. The art director create the _____ to present the artistic approach, the action sequences, and the style of the commercial.

Answer 40

storyboard roughs

Question 41

60. The _____ commercial is the oldest and simplest type of television commercial to produce.

Answer 41

straight announcement

Question 42

61. 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.

Answer 42

straight announcement

Question 43

62. 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.

Answer 43

presenter

Question 44

63. A television commercial, which shows how easily the Clorox bleach pen removes grass stains from soccer uniforms, is an example of a(n) _____ commercial.

Answer 44

demonstration

Question 45

64. 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.

Answer 45

slice-of-life

Question 46

65. 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.

Answer 46

slice-of-life

Question 47

66. Slice-of-life television commercials often incorporate _____, which is defined as a device, often a gimmick, used to assist the viewer’s memory.

Answer 47

mnemonic devices

Question 48

67. 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:

Answer 48

a lifestyle technique

Question 49

68. 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.

Answer 49

storyboard

Question 50

69. An animatic is:

Answer 50

a film strip composed of the storyboard sketches accompanied by the audio portion of a TV commercial synchronized on tape

Question 51

70. Effective Web sites should always offer:

Answer 51

interactivity

Question 52

71. The most important consideration for copywriters and creative directors who are trying to develop an ad campaign for a foreign market is:

Answer 52

language

Question 53

72. A French manufacturer of riding equipment that uses translators to translate its advertising from French to Japanese should:

Answer 53

hire a translator who lives in Japan

Question 54

73. 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.

Answer 54

icon

Question 55

74. 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):

Answer 55

icon