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Exam 11: Executing the Creative

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Question 31

Multiple Choice

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Scenario 11-2 You are the creative director at a Milwaukee ad agency. Today, your copywriters are presenting you with their ideas for several thirty-second radio spots for the City of Milwaukee Tourism Bureau. The Bureau wants to feature its own information center and tours, city museums, art galleries, concerts, festivals, and special events. When they are ready, the best ideas will be taken to the marketing director of the City of Milwaukee for review and approval.  -(Scenario 11-2) One copywriter shows you an idea that involves an announcer reading a top-ten list of cool reasons to visit Milwaukee.Which of the following basic guidelines of radio copywriting does this technique address? 

A)  Repeating the brand name 
B)  Stressing the main selling points 
C)  Stimulating the imagination 
D)  Tailoring copy to a time, place, and audience

E) A) and C)
F) B) and C)

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Question 32

Multiple Choice

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Color is often effectively used in advertising illustrations to: 

A)  construct an axis. 
B)  create a mood. 
C)  prevent scrutiny of a product's functions. 
D)  get a universally recognized reaction.

E) A) and D)
F) C) and D)

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Question 33

True/False

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An experienced artist is aware of the different functions of typefaces on a page.Therefore,she saves serif type for the headlines alone,and uses sans serif type for body copy as it is less tiring on the eyes.

Scenario 11-1 After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hoped the new slogan would once again instill confidence in consumers, many of whom had grown weary of the brand after a number of massive recalls. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan was featured in all of the company's advertisements.  -(Scenario 11-1) A slogan can be an integral part of a brand's image and personality,but it can serve other purposes as well.One of these purposes could be to: 

Which of the following terms identifies the visual line,real or imagined,that runs through an ad and organizes all elements? 

After coming to an agreement on the scope and intent of the production,a producer works with the creative team and the advertiser to estimate an approximate total cost of production.In this stage,the budgeting need not be very detailed.

Body copy based on the _______ approach explains in a straightforward way why a reader will benefit from the use of a brand.

A subhead for a Michigan resort ad reads,"Michigan's Oldest Resort.In the Woods.On the Cliffs.At the Beach.Location,Location,Location.Best Location on the Lake for the Past 130 Years." This copy fulfills the basic job of the subhead,which is to: 

Scenario 11-1 After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hoped the new slogan would once again instill confidence in consumers, many of whom had grown weary of the brand after a number of massive recalls. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan was featured in all of the company's advertisements.  -(Scenario 11-1) To create successful advertisements for interactive media,Toyota must understand the difference between interactive media and traditional one-way media.Which of the following implications is true of interactive media? 

Scenario 11-2 You are the creative director at a Milwaukee ad agency. Today, your copywriters are presenting you with their ideas for several thirty-second radio spots for the City of Milwaukee Tourism Bureau. The Bureau wants to feature its own information center and tours, city museums, art galleries, concerts, festivals, and special events. When they are ready, the best ideas will be taken to the marketing director of the City of Milwaukee for review and approval.  -(Scenario 11-2) Last week,you met with your copywriters and reminded them of the various options they have in writing for radio.What are the four basic formats available to them in creating a radio ad? 

Consumer generated content (CGC)is produced when the creative team is given lists of suggestions and ideas for promoting the product that have been submitted by the public through emails,letters,or focus group transcripts.

Scenario 11-4 You are a production assistant working on a 30-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies. The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product.  -(Scenario 11-4) The production team is ready to show the client shots from the unfinished project to give an idea of what the commercial will look like.These shots do not include transitions,special effects,or audio,but are merely selections from the first step in postproduction.These excerpts are from the: 

The creative potential of __________ rests in its ability to stimulate a "theater of the mind," which allows a copywriter to create images and moods for audiences.

Unlike print ads,digital content: 

Scenario 11-2 You are the creative director at a Milwaukee ad agency. Today, your copywriters are presenting you with their ideas for several thirty-second radio spots for the City of Milwaukee Tourism Bureau. The Bureau wants to feature its own information center and tours, city museums, art galleries, concerts, festivals, and special events. When they are ready, the best ideas will be taken to the marketing director of the City of Milwaukee for review and approval.  -(Scenario 11-2) Before the copywriters present,you want to familiarize yourself with the details of the campaign once again.You review a copy of the creative brief because you know it: 

Define and explain the three main visual elements of print and often digital/interactive advertisements.What is the primary purpose of each?

Scenario 11-3 A 30-second TV spot for Ivory Soap begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner. Music plays in the background. The words "You Probably Know This-Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen. The litmus paper is removed, and it has turned a dark blue-green color. "You Probably Know This-The Darker, The Harsher" is then superimposed. A series of cuts reveals litmus paper being lowered onto different bars of wet soap. In each case, the strip turns a dark color. The brand name of each bar of soap is superimposed underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper remains yellow. Three super impositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none."  -(Scenario 11-3) Which of the following guidelines for copywriting (as well as for radio copy and digital/interactive copy) is most strongly demonstrated by this spot overall? 

A script is a written version of the television commercial.It controls the flow,coordinates all audio and visual elements,and helps make decisions about location,cast,and schedule.

An ad uses backlighting and low-angle shots along with a dramatic use of color.Which of the following is the goal in this ad? 

An advertisement for a Michigan resort features the headline,"Endless Coast.Endless Sand.Endless Sunset.Endless Time.Lighthouse Harbor Lodge." The primary purpose of this headline is to: