M Advertising 2nd Edition Arens Test Bank

Chapter 09
Creative Execution: Art and Copy
True / False Questions
1. Once the best ad design is chosen, the layout serves as a blueprint.
True False
2. The visual in an advertisement should identify the brand and capture the reader's attention.
True False
3. A dummy is a rough, rapidly produced pencil sketch that is used for trying out ideas.
True False
4. Printers often refer to paste-ups and mechanicals as camera-ready art.
True False
5. Another name for the poster-style format is the storyboard layout.
True False
6. Research shows that readership increases considerably if an ad contains more than 50 words.
True False
7. The kind of picture to be used in an ad is often determined during the conceptualization process.
True False
8. Ideally, headlines communicate the complete selling idea and engage the reader quickly.
True False
9. Many experts believe that headlines with 10 words or more gain greater readership, which
explains why most headlines average 12 words in length.
True False
10. The headline for a Pepperidge Farm whole-grain bread ad reads, "The bread you love does your
heart good." The headline is best described as a benefit headline.
True False
9-1
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McGraw-Hill Education.
11. An ad for Sensodyne toothpaste reads "What worries your dentist more, chocolate or a slice of
lemon?" This is an example of a command headline.
True False
12. The best ads focus on one big idea.
True False
13. In most print ads, the headline corresponds to the credibility component of the creative pyramid.
True False
14. An ad for Asian Sensations newest product line of snack foods that encourages its readers to
"Thai something new" is using a mnemonic.
True False
15. Slogans serve as brief, repeatable positioning statements.
True False
16. All that appears on a typical radio script is the ad dialog.
True False
17. Writing for radio requires clearer copywriting than writing done for any other media.
True False
18. Unlike print ads, broadcast commercials do not use a format or layout.
True False
19. The Progressive Insurance commercials that feature the character of Flo discussing the firm's
insurance products are presenter commercials.
True False
20. The key to effective slice-of-life commercials is an effective jingle.
True False
21. Commercials for Lamisil, a prescription medicine, feature an evil animated foot fungus that stands
in front of a big toe and explains that all he wants to do is to get into your nail bed. This is an
example of animation.
True False
22. The storyboard is an approximation of the final commercial that helps the creative visualize the
sequence of action.
True False
9-2
23. Designing ads for the Internet uses the identical skills required for advertising in print and
broadcast media.
True False
24. Banner advertising is the dominant approach used in Internet advertising.
True False
25. When designing banner ads, it is most effective to include a striking image and rich colors.
True False
Multiple Choice Questions
26. 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. style.
B. format.
C. design.
D. copy concept.
E. art composition.
27. Which term refers to an overall orderly arrangement of all the elements of an ad?
A. Format
B. Blueprint
C. Draft
D. Layout
E. Outline
28. How does the layout of an advertisement help ensure its success?
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.
9-3
29. The _____ is responsible for assembling the various elements of an ad and mechanically putting
them together the way the art director has indicated.
A. storyboard editor
B. graphic consultant
C. graphic designer
D. copy editor
E. production artist
30. Which term refers to a finished ad that is ready for the printer's camera to shoot according to the
publication's specifications?
A. Camera-ready art
B. Dummy
C. Photo-ready art
D. Rough layout
E. Thumbnail photo
31. Thumbnail sketches are best described as:
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.
32. 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. mock-up
B. thumbnail sketch
C. dummy
D. rough
E. draft copy
33. Which of the following statements about comprehensive layouts or comps is true?
A. At the comp stage, all visuals are in final form.

B. Comps are generally simplistic and quickly done.
C. Headlines and subheads are hand-lettered on a comp.
D. Comps present the handheld look and feel of a brochure.
E. The body copy on a comp is simulated by using pencil lines.
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34. For which of the following projects would an ad agency most likely develop a dummy?
A. A point-of-purchase display for Claritin allergy medication

B. A radio ad for Olive Garden restaurants
C. A television ad for Pepperidge Farms products
D. A magazine ad for Healthy Choice frozen meals
E. An interstate billboard for a local radio station
35. Traditional mechanicals are:
A. type and line art pasted on white art board.

B. more correctly called still-life.
C. less expensive to develop than comps.
D. always in black and white.
E. very small pencil sketches.
36. Which of the following is a principle guiding how ads should be laid out?
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.
37. Another name for the poster-style format is the:
A. thumbnail sketch.
B. picture-window layout.
C. paste-up.
D. camera-ready copy.
E. comprehensive layout.
38. 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?
A. Product packaging
B. Public relations value
C. Negative appeal
D. Product comparison
E. Testimonials
9-5
39. 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
B. title
C. picture caption
D. banner
E. block copy
40. Which of the following is LEAST likely a characteristic of an effective headline?
A. Engaging the reader slowly

B. Explaining the visual in the ad
C. Leading the reader into the body copy
D. Attracting attention to the advertisement
E. Presenting the complete selling idea to the reader
41. The headline for Swanson's chicken broth ad reads, "Make chicken soup as good as grandma's."
This headline is not only a command headline, but it is also designed to be a(n) _____ headline.
A. informative
B. provocative
C. device
D. question
E. benefit
42. The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can
fall from a single storm."
A. information
B. debatable
C. command
D. question
E. benefit
43. The headline for the Land O'Lakes butter ad reads, "What if you could taste sunshine?" This
headline is not only a question headline, but it is also designed to be a(n) _____ headline.
A. informative
B. provocative
C. command
D. imperative
E. benefit
9-6
44. When Crate & 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. informative
B. question
C. command
D. imperative
E. benefit
45. Brighton is a purse manufacturer that developed a line of red, heart-shaped purses to sell on
Valentine's Day. The headline of the ad in which the purses were introduced read, "Share your
heart!" Brighton used a(n) _____ headline.
A. informative
B. subjective
C. command
D. question
E. objective
46. The additional smaller headline that generally appears below main headline is called a(n):
A. affirmation.
B. directive.
C. subhead.
D. byline.
E. caption.
47. Which of the following statements about subheads is most likely true?
A. Subheads should appear in the same size font as the headline.

B. Subheads always appear below the headlines.
C. A subhead that appears above the headline is called a reconnaissance.
D. Subheads should contain facts even more dramatic than the headline.
E. Subheads are longer and more like sentences than headlines.
48. A headline reads, "Everybody worries about the cost of fuel. Falcon airplane owners worry 20 to
60 percent less." The rest of the ad presents factual information about the fuel economy of Falcon
airplanes. Which of the following has most likely been used in the Falcon ad?
A. Institutional copy
B. Picture-caption copy
C. Straight-sell copy
D. Dialogue copy
E. Narrative copy
9-7
49. In an ad for Fidelity Investment Bank, _____ copy is most likely used because the ad explains
how to create your own IRA account and to get the maximum benefits from it.
A. straight-sell
B. market-oriented
C. sales-oriented
D. institutional
E. picture-caption
50. 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.
A. business
B. service
C. anecdotal
D. institutional
E. regulated
51. A company that wanted to use an emotional appeal to consumers would most likely use _____
copy.
A. narrative
B. institutional
C. dialog/monolog
D. device
E. slice-of-life
52. 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 Foundation's 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. business
B. service
C. anecdotal
D. institutional
E. regulated
9-8
53. 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. institutional
B. picture-caption
C. dialogue
D. device
E. straight-sell
54. _____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and other
tricks.
A. Narrative
B. Dialogue
C. Humorous
D. Device
E. Contrived
55. Which of the following is a basic element in the construction of lengthy body copy?
A. Introduction
B. Trial close
C. Stimulus-response
D. Compelling visual
E. Bullet points
56. In a print ad, the _____ is a bridge between the headline and the sales ideas presented in the
text.
A. kicker line
B. trial close
C. reconnaissance
D. lead-in paragraph
E. presentation paragraph
57. The bottom of an advertisement for Horizon brand organic milk asks readers to visit
www.horizonorganic.com to learn more about why you should drink organic milk. This is an
example of a(n):
A. direct close.
B. lead-in.
C. copy finale.
D. trial close.
E. indirect close.
9-9
58. Campbell's Soup uses the slogan or _____, "M'm! M'm! Good!"
A. tagline
B. logo
C. trademark
D. masthead
E. signature cut
59. GE uses "Imagination at Work" as its slogan. La-Z-Boy Incorporated uses the slogan "Comfort.
It's what we do." Why do these companies most likely use slogans?
A. To use the marketing mix

B. To meet product standards
C. To create a euphemistic ad image
D. To provide continuity for an ad campaign
E. To provide quick recognition at the point of purchase
60. 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.
A. logo
B. sig cut
C. themeline
D. seal
E. tagline
61. Which statement about writing radio copy is most likely true?
A. Radio scripts resemble three-column lists.

B. The copy used in radio scripts must never be intrusive.
C. A 30 second ad should contain between 60 and 70 words.
D. A 60 second ad should contain between 150 and 200 words.
E. Sound effects are considered outdated and unprofessional in radio ads.
62. The most effective radio commercials should:
A. use familiar sound effects.

B. mention the advertiser's name only once.
C. avoid asking for the order.
D. use more adjectives than verbs.
E. act as if radio is an international medium.
9-10
63. The art director for a television commercial creates the _____ to present the artistic approach, the
action sequences, and the style of the commercial.
A. casting brief
B. storyboard roughs
C. visualization board
D. conceptualization board
E. preproduction board
64. Effective television commercials should most likely:
A. let the audio carry most of the weight.

B. avoid the use of demonstrations.
C. make the message complex.
D. focus on final impressions.
E. include lengthy audio copy.
65. The _____ commercial is the oldest and simplest type of television commercial to produce.
A. straight announcement
B. testimonial
C. narrative
D. dialog
E. standard-sell
66. 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.
B. testimonial
C. slice-of-life
D. animated
E. demonstration
67. John Slack is a noted equestrian 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. straight-sell
B. lifestyle
C. slice-of-life
D. presenter
E. demonstration
9-11
68. A television commercial shows Finishing Touch Hair Remover, an electric hair trimmer designed
for "sensitive areas." The ad shows various women shaving their faces. This commercial is an
example of a(n) _____ commercial.
A. demonstration
B. testimonial
C. lifestyle
D. straight announcement
E. animation
69. 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. straight presentation
B. slice-of-life
C. benefit
D. narrative
E. straight-sell
70. Slice-of-life television commercials often incorporate _____, which are intended to assist the
viewer's memory.
A. hidden perceptual benefits

B. problem/solution features
C. stimulus-response components
D. subliminal perception
E. mnemonic devices
71. The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n) _____; it
triggers instant recall of the product.
A. product reminder
B. mnemonic device
C. illustration tag
D. visual reminder
E. visual prod
72. A SoBe Life Water ad features a model and hundreds of geckos. Since Geico, an insurance
company, has made such good use of the gecko in its advertising, many viewers actually think
the ad is for insurance instead of bottled water. In this case, the SoBe commercial acts as a
_____ for Geico.
A. hidden perceptual benefit

B. problem/solution feature
C. stimulus-response component
E. mnemonic device
9-12
73. 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. animation.
B. a soft sell.
C. a lifestyle technique.
D. silent testimonials.
E. a narrative technique.
74. The layout for the script of a television commercial is first seen as a _____, a series of frames or
pictures that correspond to the commercial.
A. storyboard
B. mechanical
C. rough
D. dummy
E. comp
75. An animatic is best described as a:
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.
76. Which of the following most likely promotes user engagement on a Web site?
A. Brand equity
B. Interactivity
C. Banner ads
D. Product reviews
E. Privacy policies
77. Which of the following is NOT an electronic channel for sharing product-related opinions?
A. Animatic
B. Message board
C. Twitter account
D. YouTube video
E. Facebook page
9-13
78. Which term refers to a highly influential group of heavy Internet users who frequently share their
opinions about brands and products with others?
A. E-marketer
B. Blogger
C. E-fluential
D. Hacker
E. Icon
79. What is most likely a characteristic of an effectively designed Web site?
A. A layout that matches scanning patterns

B. Bold, black headlines to grab attention
C. A link to a firm's Facebook page
D. Large icons to enhance interactivity
E. Minimal photos to cause distraction
80. The primary purpose of a banner ad is to:
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.
Short Answer Questions
81. The work of the copywriter and the art director is always subject to approval. The larger the
agency and the larger the client, the more difficult the approval process becomes. What is the
biggest challenge of the approval process for the copywriter and the art director?
9-14
82. What type of format traditionally produces the highest level of recall?
83. For best results, where in the print ad should advertisers place their company logo or signature?
84. What kind of headline makes a direct promise to the reader?
85. What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and
Cheese It Up?"
9-15
86. 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?
87. What are the four basic format elements used to construct long ad copy?
88. What are the two columns in a TV script?
89. 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?
9-16
90. Gevalia makes an expensive brand of coffee. What advertising term would you use to describe
Gevalia's collect call number, which is 1-800-GEVALIA?
Essay Questions
91. List the three reasons why art directors use layouts.
92. What is the difference between a rough layout and a thumbnail sketch?
9-17
93. Name any four rules of the layout that an artist must follow when creating an ad.
94. Print advertising uses many standard subjects for ad visuals. List five of them.
95. List and briefly describe the four basic forms of headlines described in the text.
96. List and briefly describe the five common body copy styles for print advertising.
9-18
97. What is the copywriter's role in creating a broadcast commercial?
98. List the eight basic formats for radio and TV commercials.
99. Imagine you are creating a commercial for a hybrid car and need background music. What are
the three sources you can use to locate the appropriate music? Which method would most likely
be the least expensive?
100.What are the characteristics and benefits of a well-designed company Web site?
9-19
Chapter 09 Creative Execution: Art and Copy Answer Key
True / False Questions
1. Once the best ad design is chosen, the layout serves as a blueprint.
TRUE
Once the best design is chosen, the layout serves as a blueprint, which shows the size and
placement of each element.
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 09-01 Describe the factors involved in creating print ads.
Topic: The Art of Creating Print Advertising
2. The visual in an advertisement should identify the brand and capture the reader's attention.
TRUE
Visuals in an ad should capture the reader's attention, identify the brand, and show the
product actually being used.
AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
3. A dummy is a rough, rapidly produced pencil sketch that is used for trying out ideas.
FALSE
A dummy is a three-dimensional, hand-made layout of a brochure or other multipage

advertising piece put together, page for page, just like the finished product will eventually
appear.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
9-20
4. Printers often refer to paste-ups and mechanicals as camera-ready art.
TRUE
Printers refer to the mechanical or paste-up as camera-ready art because they photograph it
using a large production camera.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
5. Another name for the poster-style format is the storyboard layout.
FALSE
Another name for the poster-style format is the picture window layout and the Ayer No. 1.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
6. Research shows that readership increases considerably if an ad contains more than 50

words.
FALSE
Research shows that readership drops considerably if ads contain more than 50 words.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
7. The kind of picture to be used in an ad is often determined during the conceptualization

process.
TRUE
The kind of picture used is often determined during the conceptualization process.
AACSB: Analytic
Blooms: Understand
9-21
8. Ideally, headlines communicate the complete selling idea and engage the reader quickly.
TRUE
Ideally, headlines communicate the complete selling idea. Headlines should engage the
reader—fast—and give a reason to read the rest of the ad. If the headline lacks immediacy,
prospects move on and pass the ad's message by.
AACSB: Analytic
Blooms: Understand
Learning Objective: 09-02 Explain the types of copy and how great copy is created in print ads.
Topic: Producing Great Copy in Print Advertising
9. Many experts believe that headlines with 10 words or more gain greater readership, which
explains why most headlines average 12 words in length.
FALSE
Many experts believe that headlines with 10 words or less gain greater readership. Most
headlines average eight words in length.
AACSB: Analytic
Blooms: Understand
10. The headline for a Pepperidge Farm whole-grain bread ad reads, "The bread you love does
your heart good." The headline is best described as a benefit headline.
TRUE
Benefit headlines promise the audience that experiencing the utility of the good or service will
be rewarding.
AACSB: Reflective Thinking

Blooms: Apply
11. An ad for Sensodyne toothpaste reads "What worries your dentist more, chocolate or a slice of
lemon?" This is an example of a command headline.
FALSE
Command headlines order the reader to do something, which this headline does not do. This
headline could be considered either a question headline or a provocative headline because it
asks a question and stimulates thought.
9-22
Blooms: Apply
12. The best ads focus on one big idea.
TRUE
The best ads focus on one big idea or one clear benefit.
AACSB: Analytic
Blooms: Understand
13. In most print ads, the headline corresponds to the credibility component of the creative
pyramid.
FALSE
The credibility component of print ads most likely corresponds with the body copy. The
headline is intended to grab the reader's attention.

Blooms: Understand
14. An ad for Asian Sensations newest product line of snack foods that encourages its readers to
"Thai something new" is using a mnemonic.
FALSE
The ad is using a device copy. Device copy uses figures of speech (such as puns, alliteration,
and rhymes) as well as humor and exaggeration.

Blooms: Apply
9-23
15. Slogans serve as brief, repeatable positioning statements.
TRUE
Slogans have two basic purposes: to provide continuity to a series of ads in a campaign and to
reduce an advertising message strategy to a brief, repeatable, and memorable positioning
statement.
AACSB: Analytic
Blooms: Understand
16. All that appears on a typical radio script is the ad dialog.
FALSE
The typical radio script also shows the sound effects to be used in the commercial.
AACSB: Analytic
Blooms: Remember
Learning Objective: 09-03 Outline how great copy is created in electronic ads.
Topic: Creating Great Copy in Electronic Media
17. Writing for radio requires clearer copywriting than writing done for any other media.
TRUE
Radio writing has to be clearer than any other kind of copywriting.
AACSB: Analytic
Blooms: Understand
18. Unlike print ads, broadcast commercials do not use a format or layout.
FALSE
Similar to print advertising, the format for a broadcast ad serves as a template for arranging
message elements into a pattern. Once the art director and copywriter establish the big idea,
they must determine the commercial's format.
AACSB: Analytic
Blooms: Understand
Learning Objective: 09-04 Discuss the role of art in electronic ads.
Topic: The Role of Art in Radio and TV Advertising
9-24
19. The Progressive Insurance commercials that feature the character of Flo discussing the firm's
insurance products are presenter commercials.
TRUE
The presenter commercial uses one person or character to present the product and carry the
sales message. Some presenters are actors playing a role, such as Stephanie Courtney as
"Flo" in ads for Progressive.

Blooms: Apply
20. The key to effective slice-of-life commercials is an effective jingle.
FALSE
The key to slice-of-life commercials is simplicity. Such commercials may or may not include
music and jingles.
AACSB: Analytic
Blooms: Understand
21. Commercials for Lamisil, a prescription medicine, feature an evil animated foot fungus that
stands in front of a big toe and explains that all he wants to do is to get into your nail bed. This
is an example of animation.
TRUE
Cartoons, puppet characters, and demonstrations with computer-generated graphics are

animation techniques for communicating difficult messages and reaching specialized markets.

Blooms: Apply
Difficulty: 1 Easy
9-25
22. The storyboard is an approximation of the final commercial that helps the creative visualize the
sequence of action.
TRUE
Even when designed to the level of a comp, the storyboard is only an approximation of the
final commercial. The storyboard helps the creatives visualize the commercial's tone and
sequence of action, discover any conceptual weaknesses, and make presentations for final
management approval. It also serves as a guide for filming.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
23. Designing ads for the Internet uses the identical skills required for advertising in print and
broadcast media.
FALSE
A designer should understand that the Internet, while it contains elements of both print and
broadcast media, is a completely new medium that engages its users in a fundamentally
different way.
AACSB: Technology
Blooms: Understand
Learning Objective: 09-05 Review the unique requirements in writing for the Web.
Topic: Writing for the Web
24. Banner advertising is the dominant approach used in Internet advertising.
FALSE
Banner advertising was once the dominant approach. It must now compete with forms of viral
videos and paid search listings.
AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
25. When designing banner ads, it is most effective to include a striking image and rich colors.
TRUE
Most effective banners make use of a striking image and emphasize a palette of rich, powerful
colors.
AACSB: Technology
9-26
Blooms: Understand
Difficulty: 1 Easy
Multiple Choice Questions
26. 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. style.
B. format.
C. design.
D. copy concept.
E. art composition.
The term design refers to how the art director, graphic artist, or graphic designer chooses and
structures the artistic elements of an ad.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
27. Which term refers to an overall orderly arrangement of all the elements of an ad?
A. Format
B. Blueprint
C. Draft
D. Layout
E. Outline
A layout is an overall orderly arrangement of all the elements of an ad: visual(s), headline,
subheads, body copy, slogan, seal, logo, and signature.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
9-27
28. How does the layout of an advertisement help ensure its success?
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.
Once the best design is chosen, the layout serves as a blueprint which shows the size and
placement of each element. A thumbnail sketch is smaller and more quickly put together than
a layout.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
29. The _____ is responsible for assembling the various elements of an ad and mechanically
putting them together the way the art director has indicated.
A. storyboard editor
B. graphic consultant
C. graphic designer
D. copy editor
E. production artist
Production (or paste-up) artists assemble the various elements of an ad and put them together
the way the art director or designer indicates. Good production artists are fast, precise, and
knowledgeable about the whole production process.
AACSB: Analytic
Blooms: Understand
9-28
30. Which term refers to a finished ad that is ready for the printer's camera to shoot according to
the publication's specifications?
A. Camera-ready art
B. Dummy
C. Photo-ready art
D. Rough layout
E. Thumbnail photo
Camera-ready art is a finished ad that is ready for the printer's camera to shoot—to make
negatives or plates—according to the publication's specifications.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
31. Thumbnail sketches are best described as:
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.
The thumbnail is a very small, rough, rapidly produced drawing that the artist uses to visualize
layout approaches without wasting time on details.
AACSB: Analytic
Blooms: Remember
32. 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. mock-up
B. thumbnail sketch
C. dummy
D. rough
E. draft copy
A rough is a pencil sketch of a proposed design or layout.
AACSB: Analytic
9-29
Blooms: Remember
Difficulty: 1 Easy
33. Which of the following statements about comprehensive layouts or comps is true?
A. At the comp stage, all visuals are in final form.

B. Comps are generally simplistic and quickly done.
C. Headlines and subheads are hand-lettered on a comp.
D. Comps present the handheld look and feel of a brochure.
E. The body copy on a comp is simulated by using pencil lines.
Comps are elaborate. The comp is a full-color proof of the ad. The comprehensive layout, or
comp, is a highly refined facsimile of the finished ad. A comp is generally quite elaborate, with
colored photos, the final type styles and sizes, subvisuals, and a glossy spray coat. Copy for
the comp is usually typeset on a computer and positioned with the visuals, and the ad is
printed as a full color proof.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
34. For which of the following projects would an ad agency most likely develop a dummy?
A. A point-of-purchase display for Claritin allergy medication

B. A radio ad for Olive Garden restaurants
C. A television ad for Pepperidge Farms products
D. A magazine ad for Healthy Choice frozen meals
E. An interstate billboard for a local radio station
A dummy presents the handheld look and feel of brochures, multi-page materials, or point-of-
purchase displays.

Blooms: Apply
9-30
35. Traditional mechanicals are:
A. type and line art pasted on white art board.

B. more correctly called still-life.
C. less expensive to develop than comps.
D. always in black and white.
E. very small pencil sketches.
A very few advertisers still make traditional mechanicals, where type and line art are pasted in
place on a piece of white art board (called a paste-up).
AACSB: Analytic
Blooms: Understand
36. Which of the following is a principle guiding how ads should be laid out?
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.
Directional patterns should help readers know where to read. One element of the ad should
have enough emphasis to dominate the ad. The design should be balanced. The space within
the ad should be broken up into pleasing proportions.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
37. Another name for the poster-style format is the:
A. thumbnail sketch.
B. picture-window layout.
C. paste-up.
D. camera-ready copy.
E. comprehensive layout.
Poster-style format is synonymous with the picture-window layout. The thumbnail sketch is a
very small sketch of the layout. The paste-up is a piece of white art board on which
mechanicals are overlaid. The paste-up is also called camera-ready copy.
AACSB: Analytic
9-31
Blooms: Remember
Difficulty: 1 Easy
38. 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?
A. Product packaging
B. Public relations value
C. Negative appeal
D. Product comparison
E. Testimonials
The package helps the buyer find the package on the grocery shelf. Sometimes the visual
points out what happens if you do not use the product, which is a negative appeal. Product
comparison is the premise of comparative advertising. Before and after testimonials are
commonly used as visuals. PR value is unlikely to be a focus.
AACSB: Analytic
Blooms: Understand
39. 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
B. title
C. picture caption
D. banner
E. block copy
The headline contains the words in the leading position in the advertisement—the words that
will be read first and are situated to draw the most attention. That is why headlines usually
appear in larger type than other parts of the ad.
AACSB: Analytic
Blooms: Remember
9-32
40. Which of the following is LEAST likely a characteristic of an effective headline?
A. Engaging the reader slowly

B. Explaining the visual in the ad
C. Leading the reader into the body copy
D. Attracting attention to the advertisement
E. Presenting the complete selling idea to the reader
Effective headlines attract attention, engage the audience quickly, explain the visual, lead the
audience into the body of the ad, and present the key benefit. Ideally, headlines communicate
the complete selling idea as well.
AACSB: Analytic
Blooms: Remember
41. The headline for Swanson's chicken broth ad reads, "Make chicken soup as good as
grandma's." This headline is not only a command headline, but it is also designed to be a(n)
_____ headline.
A. informative
B. provocative
C. device
D. question
E. benefit
Benefit headlines promise the audience that experiencing the utility of the good or service will
be rewarding.
AACSB: Analytic
Blooms: Apply
9-33
42. The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain
can fall from a single storm."
A. information
B. debatable
C. command
D. question
E. benefit
News/information headlines give the reader some information.

Blooms: Apply
43. The headline for the Land O'Lakes butter ad reads, "What if you could taste sunshine?" This
headline is not only a question headline, but it is also designed to be a(n) _____ headline.
A. informative
B. provocative
C. command
D. imperative
E. benefit
This headline, which was written in the form of a question, was written to provoke the reader's
curiosity.

Blooms: Apply
9-34
44. When Crate & 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. informative
B. question
C. command
D. imperative
E. benefit
This headline is written in the form of a question. Like many question headlines, it was also
designed to be provocative.

Blooms: Apply
45. Brighton is a purse manufacturer that developed a line of red, heart-shaped purses to sell on
Valentine's Day. The headline of the ad in which the purses were introduced read, "Share your
heart!" Brighton used a(n) _____ headline.
A. informative
B. subjective
C. command
D. question
E. objective
This question does not interrogate readers. The headline does not explain how the customer
will benefit from giving a Brighton purse. A command headline orders the reader to do
something.

Blooms: Apply
9-35
46. The additional smaller headline that generally appears below main headline is called a(n):
A. affirmation.
B. directive.
C. subhead.
D. byline.
E. caption.
The subhead is an additional smaller headline that may appear above the headline or below it.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
47. Which of the following statements about subheads is most likely true?
A. Subheads should appear in the same size font as the headline.

B. Subheads always appear below the headlines.
C. A subhead that appears above the headline is called a reconnaissance.
D. Subheads should contain facts even more dramatic than the headline.
E. Subheads are longer and more like sentences than headlines.
Subheads are usually set smaller than headlines, but they are usually longer and more like
sentences. A subhead that appears before the heading is called a kicker. Subheads typically
contain less important information than headings.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
48. A headline reads, "Everybody worries about the cost of fuel. Falcon airplane owners worry 20
to 60 percent less." The rest of the ad presents factual information about the fuel economy of
Falcon airplanes. Which of the following has most likely been used in the Falcon ad?
A. Institutional copy
B. Picture-caption copy
C. Straight-sell copy
D. Dialogue copy
E. Narrative copy
In straight-sell copy, writers immediately explain or develop the headline and visual in a
straightforward, factual presentation.
9-36
Blooms: Apply
49. In an ad for Fidelity Investment Bank, _____ copy is most likely used because the ad explains
how to create your own IRA account and to get the maximum benefits from it.
A. straight-sell
B. market-oriented
C. sales-oriented
D. institutional
E. picture-caption
In straight-sell copy, writers immediately explain or develop the headline and visual in a
straightforward, factual presentation.

Blooms: Apply
50. 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.
A. business
B. service
C. anecdotal
D. institutional
E. regulated
Institutional copy promotes the image of the organization. Institutional copy is intended to lend
warmth and credibility to the organization's image.

Blooms: Apply
9-37
51. A company that wanted to use an emotional appeal to consumers would most likely use _____
copy.
A. narrative
B. institutional
C. dialog/monolog
D. device
E. slice-of-life
Narrative copy is ideal for creative writing. It can make use of poignancy and offers
opportunities for emotional appeals.
AACSB: Analytic
Blooms: Understand
52. 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 Foundation's
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. business
B. service
C. anecdotal
D. institutional
E. regulated
Institutional copy promotes the image of the organization.

Blooms: Apply
9-38
53. 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. institutional
B. picture-caption
C. dialogue
D. device
E. straight-sell
Picture-caption copy tells a story with illustrations.

Blooms: Apply
54. _____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and
other tricks.
A. Narrative
B. Dialogue
C. Humorous
D. Device
E. Contrived
Device copy uses figures of speech (such as puns, alliteration, and rhymes) as well as humor
and exaggeration.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
9-39
55. Which of the following is a basic element in the construction of lengthy body copy?
A. Introduction
B. Trial close
C. Stimulus-response
D. Compelling visual
E. Bullet points
Four basic format elements are used to construct long copy ads: the lead-in paragraph,
interior paragraphs, trial close, and close.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
56. In a print ad, the _____ is a bridge between the headline and the sales ideas presented in the
text.
A. kicker line
B. trial close
C. reconnaissance
D. lead-in paragraph
E. presentation paragraph
The lead-in paragraph is a bridge between the headline and the sales ideas presented in the
text.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
9-40
57. The bottom of an advertisement for Horizon brand organic milk asks readers to visit
www.horizonorganic.com to learn more about why you should drink organic milk. This is an
example of a(n):
A. direct close.
B. lead-in.
C. copy finale.
D. trial close.
E. indirect close.
The close is the real action step. A good close asks consumers to do something and tells them
how. The close can be indirect or direct (a subtle suggestion or a direct command). A direct
close seeks immediate response in the form of a purchase, a store or Web site visit, or a
request for further information.

Blooms: Apply
58. Campbell's Soup uses the slogan or _____, "M'm! M'm! Good!"
A. tagline
B. logo
C. trademark
D. masthead
E. signature cut
Slogans are also called taglines or themelines.
AACSB: Analytic
Blooms: Remember
9-41
59. GE uses "Imagination at Work" as its slogan. La-Z-Boy Incorporated uses the slogan
"Comfort. It's what we do." Why do these companies most likely use slogans?
A. To use the marketing mix

B. To meet product standards
C. To create a euphemistic ad image
D. To provide continuity for an ad campaign
E. To provide quick recognition at the point of purchase
Slogans have two basic purposes: to provide continuity to a series of ads in a campaign and to
reduce an advertising message strategy to a brief, repeatable, and memorable positioning
statement.
AACSB: Analytic
Blooms: Understand
60. 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.
A. logo
B. sig cut
C. themeline
D. seal
E. tagline
A seal is awarded only when a product meets standards established by a particular

organization, such as the American Heart Association. Because such organizations are
recognized authorities, their seals provide an independent, valued endorsement for the
advertiser's product.

Blooms: Apply
9-42
61. Which statement about writing radio copy is most likely true?
A. Radio scripts resemble three-column lists.

B. The copy used in radio scripts must never be intrusive.
C. A 30 second ad should contain between 60 and 70 words.
D. A 60 second ad should contain between 150 and 200 words.
E. Sound effects are considered outdated and unprofessional in radio ads.
The radio script contains two columns. The copy must be intrusive to get past the fact that
radio is used so often as background noise. A 30 second ad should contain 60-70 words, and
a 60 second ad should contain 130-150 words. Sound effects bring radio scripts to life and
should be used when possible.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
62. The most effective radio commercials should:
A. use familiar sound effects.

B. mention the advertiser's name only once.
C. avoid asking for the order.
D. use more adjectives than verbs.
E. act as if radio is an international medium.
Ice tinkling in a glass, birds chirping, or a door shutting can create a visual image. The
advertiser's name should be mentioned early and often, orders should be requested, and
adjectives paint pictures. Radio ads are usually local.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
9-43
63. The art director for a television commercial creates the _____ to present the artistic approach,
the action sequences, and the style of the commercial.
A. casting brief
B. storyboard roughs
C. visualization board
D. conceptualization board
E. preproduction board
Using a TV script, the art director creates a series of storyboard roughs to present the artistic
approach, the action sequences, and the style of the commercial.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
64. Effective television commercials should most likely:
A. let the audio carry most of the weight.

B. avoid the use of demonstrations.
C. make the message complex.
D. focus on final impressions.
E. include lengthy audio copy.
Effective television commercials should concentrate on the final impression the commercial
will make. The video should carry the weight, and concise audio copy is best. Demonstrations
should be believable, and ideas should be easy to follow.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
65. The _____ commercial is the oldest and simplest type of television commercial to produce.
B. testimonial
C. narrative
D. dialog
E. standard-sell
The oldest and simplest type of radio or TV commercial and probably the easiest to write is the
straight announcement.
AACSB: Analytic
9-44
Blooms: Remember
Difficulty: 1 Easy
66. 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.
B. testimonial
C. slice-of-life
D. animated
E. demonstration
A straight announcement commercial uses one person to present the product and carry the
sales message.

Blooms: Apply
67. John Slack is a noted equestrian 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. straight-sell
B. lifestyle
C. slice-of-life
D. presenter
E. demonstration
A presenter commercial uses one person to present the product and carry the sales message.

Blooms: Apply
9-45
68. A television commercial shows Finishing Touch Hair Remover, an electric hair trimmer
designed for "sensitive areas." The ad shows various women shaving their faces. This
commercial is an example of a(n) _____ commercial.
A. demonstration
B. testimonial
C. lifestyle
D. straight announcement
E. animation
The demonstration commercial helps viewers visualize how a product will perform for them.
AACSB: Analytic
Blooms: Apply
69. 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. straight presentation
B. slice-of-life
C. benefit
D. narrative
E. straight-sell
The slice-of-life commercial is a dramatization of a real-life situation.

Blooms: Apply
9-46
70. Slice-of-life television commercials often incorporate _____, which are intended to assist the
viewer's memory.
A. hidden perceptual benefits

B. problem/solution features
C. stimulus-response components
E. mnemonic devices
A mnemonic device is a gimmick used to dramatize the product benefit and make it
memorable.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
71. The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n) _____; it
triggers instant recall of the product.
A. product reminder
B. mnemonic device
C. illustration tag
D. visual reminder
E. visual prod
A mnemonic device is a technique that helps you remember something. The colonel's face
would trigger instant recall.

Blooms: Apply
9-47
72. A SoBe Life Water ad features a model and hundreds of geckos. Since Geico, an insurance
company, has made such good use of the gecko in its advertising, many viewers actually think
the ad is for insurance instead of bottled water. In this case, the SoBe commercial acts as a
_____ for Geico.
A. hidden perceptual benefit

B. problem/solution feature
C. stimulus-response component
E. mnemonic device
A mnemonic device is defined as a device, often a gimmick, used to assist the viewer's
memory. The geckos cause people to think of Geico.

Blooms: Apply
73. 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. animation.
B. a soft sell.
C. a lifestyle technique.
D. silent testimonials.
E. a narrative technique.
The lifestyle commercial presents the user rather than the product. The Bailey's ad is focused
on who drinks the product rather than the product itself.

Blooms: Apply
9-48
74. The layout for the script of a television commercial is first seen as a _____, a series of frames
or pictures that correspond to the commercial.
A. storyboard
B. mechanical
C. rough
D. dummy
E. comp
A storyboard is a sheet preprinted with a series of 8 to 20 blank frames in the shape of TV

screens, which includes text of the commercial, sound effects, and camera views.
AACSB: Analytic
Blooms: Remember
75. An animatic is best described as a:
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.
An animatic is a film strip of the sketches in the storyboard accompanied by the audio portion
of the commercial synchronized on tape.
AACSB: Analytic
Blooms: Remember
76. Which of the following most likely promotes user engagement on a Web site?
A. Brand equity
B. Interactivity
C. Banner ads
D. Product reviews
E. Privacy policies
At the core of the Internet is interactivity. Smart companies realize that used effectively, the
interactive nature of the Internet creates opportunities for a mutually satisfying dialogue
between advertiser and consumer.
AACSB: Technology
9-49
Blooms: Remember
77. Which of the following is NOT an electronic channel for sharing product-related opinions?
A. Animatic
B. Message board
C. Twitter account
D. YouTube video
E. Facebook page
An animatic is a rough TV commercial produced using storyboards. Message boards,

YouTube videos and social media accounts are commonly used to share product opinions
electronically.
AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
78. Which term refers to a highly influential group of heavy Internet users who frequently share
their opinions about brands and products with others?
A. E-marketer
B. Blogger
C. E-fluential
D. Hacker
E. Icon
E-fluentials are a small but highly influential group of heavy Internet users who like to share
their opinions. Each e-fluential may communicate with an average of 14 people, so they can
make or break a product or company reputation.
AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
9-50
79. What is most likely a characteristic of an effectively designed Web site?
A. A layout that matches scanning patterns

B. Bold, black headlines to grab attention
C. A link to a firm's Facebook page
D. Large icons to enhance interactivity
E. Minimal photos to cause distraction
An effective Web site has information that is easy to find because the layout of the site
matches closely with the scanning pattern commonly observed among Web page readers: two
quick horizontal scans across the top followed by a downward vertical scan. Colors and
photographs are carefully chosen to enhance the layout, attract Internet users, and guide their
gaze through the page.
AACSB: Technology
Blooms: Understand
80. The primary purpose of a banner ad is to:
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.
The purpose of a banner ad is to bring Internet users to a Web site other than the one they
intended to visit. Viral ads rely on Internet users to spread messages to others about a
product.
AACSB: Technology
Blooms: Understand
Short Answer Questions
9-51
81. The work of the copywriter and the art director is always subject to approval. The larger the
agency and the larger the client, the more difficult the approval process becomes. What is the
biggest challenge of the approval process for the copywriter and the art director?
A major challenge is keeping the approvers from corrupting the style of the ad. The creative
team works hard to achieve a cohesive style. Then a group of non-writers and non-artists has
the opportunity to change it all.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
82. What type of format traditionally produces the highest level of recall?
Traditionally, the ads that score the highest recall employ a standard, poster-style format, also
called picture-window layout and Ayer No.1.
AACSB: Analytic
Blooms: Remember
83. For best results, where in the print ad should advertisers place their company logo or
signature?
For best results, company signatures or logos should be placed in the lower right-hand corner
or across the bottom of the ad.
AACSB: Analytic
Blooms: Remember
84. What kind of headline makes a direct promise to the reader?
Advertisers use benefit headlines to promise the audience that experiencing the utility of the
product or service will be rewarding.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
9-52
85. What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and
Cheese It Up?"
A command headline since it orders the reader to do something.

Blooms: Apply
86. 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?
Device copy uses figures of speech (such as puns, alliteration, and rhymes) as well as humor
and exaggeration to enhance attention, interest, and memorability.

Blooms: Apply
87. What are the four basic format elements used to construct long ad copy?
The four basic format elements used to construct long ad copy are: (a) lead-in paragraph, (b)
interior paragraphs, (c) trial close, and (d) close.
AACSB: Analytic
Blooms: Remember
88. What are the two columns in a TV script?
In a TV two-column format script, the left side is titled "Video" and the right side "Audio."
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
9-53
89. 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?
This is an example of slice of life, a commercial that dramatizes a real-life situation.

Blooms: Apply
90. Gevalia makes an expensive brand of coffee. What advertising term would you use to
describe Gevalia's collect call number, which is 1-800-GEVALIA?
A mnemonic device can dramatize the benefit and trigger instant recall.

Blooms: Apply
Essay Questions
91. List the three reasons why art directors use layouts.
The layout serves several purposes. (1) The layout is a physical representation of what the ad
will look like. (2) The layout helps the creative team develop the ad's psychological elements.
(3) The layout serves as a blueprint of the actual ad.
AACSB: Analytic
Blooms: Understand
9-54
92. What is the difference between a rough layout and a thumbnail sketch?
Rough layouts are drawn the size of the actual advertisement. Thumbnail sketches are not;
they may be larger or smaller.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
93. Name any four rules of the layout that an artist must follow when creating an ad.
The basic rules include the following: (a) The design must be in balance. (b) The space within
the ad should be broken up into pleasing proportions. (c) A directional pattern should be
evident so the reader knows in what sequence to read. (d) Some force should hold the ad
together and gives it unity. (e) One element or one part of the ad should have enough
emphasis to dominate all others.
AACSB: Analytic
Blooms: Understand
94. Print advertising uses many standard subjects for ad visuals. List five of them.
Print advertising uses many standard subjects for ad visuals, including. (a) the package
containing the product, (b) the product alone, (c) the product in use, (d) how to use the
product, (e) product features, (f) comparison of products, (g) user benefit, (h) humor, (i)
testimonial, and (j) negative appeal.
AACSB: Analytic
Blooms: Understand
9-55
95. List and briefly describe the four basic forms of headlines described in the text.
Headlines may be classified by the type of information they carry: benefit, news/information,
provocative, question, and command. (a) Benefit headlines—make promises and show a path
to rewards. (b) News/information headlines—make announcements and provide information,
(c) Provocative headlines—provoke curiosity. (d) Question headline—asks a question. (e)
Command headlines—orders the reader to do something.
AACSB: Analytic
Blooms: Remember
96. List and briefly describe the five common body copy styles for print advertising.
Common copy styles include straight sell, institutional, narrative, dialog/monolog, picture
caption, and device. (a) Straight—sell copy—explains or develops the headline and visual in a
straightforward manner. (b) Institutional copy—is used to promote a philosophy or extol the
merits of an organization rather than product features. (c) Narrative copy—tells a story. (d)
Dialog/monolog copy—adds believability to narrative copy. (e) Picture—caption copy-tells a
story with pictures or captions. (f) Device copy—uses figures of speech as well as humor and
exaggeration.
AACSB: Analytic
Blooms: Understand
97. What is the copywriter's role in creating a broadcast commercial?
The copywriter typically sets the tone of the commercial, establishes the language that
determines which visuals to use, and pinpoints when the visuals should appear.
AACSB: Analytic
Blooms: Understand
9-56
98. List the eight basic formats for radio and TV commercials.
Eight common commercial formats that can be used in either radio or television are: (1)
straight announcement, (2) presenter, (3) testimonial, (4) demonstration, (5) musical, (6) slice
of life, (7) lifestyle, and (8) animation.
AACSB: Analytic
Blooms: Remember
99. Imagine you are creating a commercial for a hybrid car and need background music. What are
the three sources you can use to locate the appropriate music? Which method would most
likely be the least expensive?
Advertisers have three sources of music. They can buy the rights to use a tune from a
copyright owner, which is usually expensive. They can use a melody in the public domain,
which is free. Or they can hire a composer to write an original song.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
100. What are the characteristics and benefits of a well-designed company Web site?
Smart companies realize that used effectively, the interactive nature of the Internet creates
opportunities for a mutually satisfying dialogue between advertiser and consumer. Ultimately,
that dialogue can help build brand loyalty and lead to a sale. Effectively designed Web sites
help visitors find the information they need quickly and efficiently. Information is easy to find
because the layout of the site matches closely with the scanning pattern commonly observed
among Web page readers. Colors and photographs are carefully chosen to enhance the
layout, attract Internet users, and guide their gaze through the page.
AACSB: Technology
Blooms: Understand
Difficulty: 3 Hard
9-57

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Chapter 09

Creative Execution: Art and Copy

True / False Questions

1. Once the best ad design is chosen, the layout serves as a blueprint.

4. Printers often refer to paste-ups and mechanicals as camera-ready art.

5. Another name for the poster-style format is the storyboard layout.

12. The best ads focus on one big idea.

15. Slogans serve as brief, repeatable positioning statements.

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

20. The key to effective slice-of-life commercials is an effective jingle.

24. Banner advertising is the dominant approach used in Internet advertising.

Multiple Choice Questions

A. It creates new target markets.

31. Thumbnail sketches are best described as:

A. small mock-ups of dummy point-of-purchase displays.

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

A. A point-of-purchase display for Claritin allergy medication

35. Traditional mechanicals are:

A. type and line art pasted on white art board.

A. No single element of the ad should dominate.

37. Another name for the poster-style format is the:

40. Which of the following is LEAST likely a characteristic of an effective headline?

A. Engaging the reader slowly

A. Subheads should appear in the same size font as the headline.

A. To use the marketing mix

A. Radio scripts resemble three-column lists.

62. The most effective radio commercials should:

A. use familiar sound effects.

64. Effective television commercials should most likely:

A. let the audio carry most of the weight.

A. hidden perceptual benefits

A. hidden perceptual benefit

75. An animatic is best described as a:

A. popular TV commercial shared through social media.

79. What is most likely a characteristic of an effectively designed Web site?

A. A layout that matches scanning patterns

80. The primary purpose of a banner ad is to:

Short Answer Questions

84. What kind of headline makes a direct promise to the reader?

88. What are the two columns in a TV script?

True / False Questions

1. Once the best ad design is chosen, the layout serves as a blueprint.

A dummy is a three-dimensional, hand-made layout of a brochure or other multipage

5. Another name for the poster-style format is the storyboard layout.

6. Research shows that readership increases considerably if an ad contains more than 50

7. The kind of picture to be used in an ad is often determined during the conceptualization

AACSB: Reflective Thinking

AACSB: Reflective Thinking

12. The best ads focus on one big idea.

AACSB: Reflective Thinking

AACSB: Reflective Thinking

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

Radio writing has to be clearer than any other kind of copywriting.

AACSB: Reflective Thinking

20. The key to effective slice-of-life commercials is an effective jingle.

Cartoons, puppet characters, and demonstrations with computer-generated graphics are

AACSB: Reflective Thinking

24. Banner advertising is the dominant approach used in Internet advertising.

Multiple Choice Questions