Advertising and Integrated Brand Promotion 7th Edition by Thomas OGuinn Chris Allen Richard J. Semenik Angeline Close Scheinbaum Test bank

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Advertising and Integrated Brand Promotion 7th Edition by Thomas OGuinn Chris Allen Richard J. Semenik Angeline Close Scheinbaum Test bank

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1. Though at one time the creative team consisted of an art director and a single copywriter, today it is composed of art directors, copywriters, media planners, and account planners.
a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-1
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

2. The four main components of print copy are text, slogan, headline, and tagline. a. True
b. False

ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

3. An ad for a microwave popcorn features the headline, If you want a snack, have a wholesome snack. The purpose of this straightforward headline is to select the audience.
a. True
b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States Ohio DISC: Customer KEYWORDS: Blooms: Application

4. In very large print, centered at the top of the magazine page, is just the word COAST. A short block of copy and photo complete the ad for Coast bar soap. This one-word headline is designed simply to identify the brand and reinforce brand-name recognition.
a. True
b. False

ANSWER: True DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

5. In a print ad, the subhead serves basically the same purpose as the headline. a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

6. A subhead is normally in print smaller than the headline but larger than the body copy. a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

7. The straight-line approach for preparing body copy uses dialogue as if the spokesperson is having a one-sided conversation with the reader through the body copy.
a. True
b. False

ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

8. In radio spots, the copy must dominate any musical pieces or jingles, otherwise the music can easily overwhelm the persuasive elements of these ads.
a. True
b. False

ANSWER: True DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

9. A radio commercial depicts two men jogging together. They joke about their aches and pains, and then agree on their need for Advil. This radio spot uses a testimonial format for its copy.
a. True
b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

10. Dialogue copy on radio may end up sounding dull and dryjust the background drone of normal conversation. To
alleviate this, many advertisers use humor as an attention-getting device. a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

11. A man turns on a spigot, splashes hot water into a sink, squirts Joy liquid into a dishpan full of glassware, swirls a cloth around, and brings out sparkling glasses. He then begins talking with someone off-camera about how good the glasses will look for tonights party and how great Joy works. The strong visual effect demonstrates that, on television, words do not stand alone.
a. True
b. False

ANSWER: True DIFFICULTY: Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States Ohio DISC: Product KEYWORDS: Blooms: Application

12. One reason why television is such an effective medium for ads is because there is an opportunity to present one message via video, and an entirely different message via audio.
a. True
b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

13. The idea of audience is very different in digital and interactive media because people often seek out these ads rather than the other way around; and are more active, engaged, and direct in their response.
a. True
b. False

ANSWER: True DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-4
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

14. A slogan is a short identifying phrase written for multiple forms of media. It is repeated in print and broadcast ads, through salespeople and promotional events, and on company websites.
a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-4
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

15. The copy approval process usually begins with the advertisers senior executives.
a. True
b. False

ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-4
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

16. The three primary visual elements of a print advertisement are illustration, design, and layout. a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

17. A print ad for a new wooden floor cleaner shows before-and-after shots of a long hallway that has been cleaned and polished. This is an example of communicating product features or benefits through illustration.
a. True
b. False

ANSWER: True DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States Ohio DISC: Product KEYWORDS: Blooms: Application

18. The overall visual impact through illustration relies on three broad factors: size, color, and medium. a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

19. A Volkswagen print ad shows the headline Think Small, and a grayscale photo of the round little car in one corner of the ad, surrounded by lots of white space. The overall look and placement of the photo depicting the brand demonstrates the concept of illustration format.
a. True
b. False

ANSWER: True DIFFICULTY: Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

20. Formal balance creates a mood of seriousness or directness. Informal balance actually creates an imbalance; a sense of unease and discomfort, or the feeling that something has gone wrong.
a. True
b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

21. Balance, proportion, order, unity, and emphasis are the basic principles of design. a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

22. Layout is the term used for the drawing or digital rendering of a proposed print ad that shows where all the elements will be positioned. It allows for various alternatives and options.
a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

23. An agency is creating a new print ad for a whitening toothpaste. While thinking about the new layout, the art director begins by asking his staff for several comps just to see the placement of various elements, and to get an idea of the general presentation.
a. True
b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

24. 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.
a. True
b. False

ANSWER: False DIFFICULTY: Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

25. Just like early TV commercials, early cyber ads merely imitated traditional formats and did not seem to understand the new medium, or the ways that the audience would approach this new technology.
a. True
b. False

ANSWER: True DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic
STATE STANDARDS: United States Ohio DISC: Online/Computer
KEYWORDS: Blooms: Comprehension

26. 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.
a. True
b. False

ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States Ohio DISC: Customer KEYWORDS: Blooms: Knowledge

27. As a way to energize the creative process, firms are starting to use a technique called crowdsourcing by specifically encouraging customers to offer suggestions.
a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic
STATE STANDARDS: United States Ohio DISC: Customer

28. In television advertising, the visual is important only if it is the main feature, and not if it plays a supportive role. a. True
b. False

ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

29. An advertiser and advertising agency are in the phase of approving the script and story board of the advertisement they plan on producing. In this instance, they are more likely to be in the copy approval stage.
a. True
b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

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

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

31. A storyboard is a shot-by-shot sketch depicting, in sequence, the visual scenes and copy that will be used in an advertisement.
a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Analytic
STATE STANDARDS: United States ohio DISC: Creativity

32. 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.
a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

33. The last step in the preproduction stage of television advertising is the selection of location, sets, and cast. a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

34. Before the day of the shoot; prelight, blocking, and other production factors are checked and adjusted to avoid additional expense during actual filming with on-camera talent.
a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

35. Each shoot has its own tempo and direction. Advertisers have to accept the pace and decisions made based on lighting, weather, and other factors that make TV production unlike an assembly line production process.
a. True
b. False

ANSWER: True DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

36. An account planner:
a. is more likely to suggest the idea for the visuals. b. comes up with the headline or tag line.
c. keeps the profile of the target consumer in the teams mind.
d. is responsible for the actual production and is usually in charge on the set.

ANSWER: c
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-1
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

37. An account planner is added to many creative teams to:
a. handle media placement in an increasingly sophisticated market. b. gather research that gives the consumer a voice.
c. watch the bottom line and monitor spending of advertising dollars. d. assist the account executive in connecting creatives to clients.

ANSWER: b
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-1
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States Ohio DISC: Customer KEYWORDS: Blooms: Knowledge

38. Shortly after an agency agrees to create a new campaign for a well-known instant coffee, a creative brief needs to be put together. A creative brief is important because it:
a. pulls together initial ideas for copy, visuals, media, and overall concept from various team members. b. acts as the checkbook and the balance sheet to keep expenses on track.
c. gets the creative team started with a list of suggested ideas from the client.
d. is produced based on brainstorming by all agency and client staff involved in the campaign.

ANSWER: a DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-1
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States Ohio DISC: Promotion KEYWORDS: Blooms: Application

39. Which of the following is the main challenges of the copywriter early in the campaign process?
a. Combining texts and visuals to create a unified whole
b. Writing lively and colorful words about products that are often dull and lifeless
c. Extracting meaning from massive amounts of analytical data, and market research d. Creating the mood, tone, or humorous angle that gives the product real value

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-1
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

40. A copywriter is just starting on a print ad for a new brand of dishwasher detergent. Which of the following is the first step in developing copy for print?
a. Sketching an overall view of the finished ad
b. Meeting with the creative director to brainstorm a list of exciting words to be included c. Deciding how to use, or not use, the three main components of print copy
d. Writing a few rough headlines and possibly subheads

ANSWER: c DIFFICULTY: Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

41. Although, it may possess other positive aspects, a headline does no good unless it:
a. makes a strong emotional appeal.
b. conveys information not included in the body copy. c. restates the ideas found in the visuals.
d. motivates readers to move on to the rest of the ad.

ANSWER: d
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

42. 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:
a. identify the brand.
b. establish a tone or emotion. c. select the audience.
d. give advice to the reader.

ANSWER: b DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States Ohio DISC: Product KEYWORDS: Blooms: Application

43. A subhead for a Michigan resort ad reads, Michigans 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:
a. speak directly to readers with sound advice about the brand. b. target a specific demographic group to consider the brand.
c. add key selling points about the brand.
d. promote a good feeling about the brand.

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States Ohio DISC: Product KEYWORDS: Blooms: Application

44. The whole purpose of good body copy is to:
a. be clever, entertaining, or funny.
b. pull together the headline, subhead, and visuals. c. give all the possible reasons to buy the brand.
d. tell a more complete story of the brand.

ANSWER: d
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States Ohio DISC: Product KEYWORDS: Blooms: Knowledge

45. Body copy based on the

approach delivers a series of statements about a brand, though this technique is

rarely lively and can often result in a dull ad. a. straight-line
b. direct response c. narrative
d. dialogue

ANSWER: c
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

46. Which of the following are the five standard techniques used in preparing body copy?
a. Celebrity, narrative, slogan, straight-line, and teaser
b. Social, multicultural, response, evaluative, and dialogue
c. Straight-line, dialogue, testimonial, narrative, and direct response d. Testimonial, narrative, evaluative, developmental, and thumbnail

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

47. A copywriter is deciding on the best approach for a magazine ad featuring a protein energy bar, and has narrowed down her options to two typestestimonial or dialogue. Which of the following is a major difference between a testimonial and a dialogue?
a. A testimonial approach is written by the spokesperson, while a dialogue approach is written by the copywriter.
b. A testimonial approach is one-sided, while a dialogue approach has two people conversing.
c. A testimonial approach uses the hard-sell method to push the product, while a dialogue approach uses the image method to create a social setting.
d. A testimonial approach emphasizes product benefits, while a dialogue approach emphasizes image.

ANSWER: b DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

48. Which of the following is true of a body copy?
a. It consists of fewer words than the subhead.
b. It is the visual component of an advertisement.
c. It tells a complete story of a brand and reinforces the headline.
d. It is more likely to be read by people than the headline and subhead.

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

49. Which of the following is a negative effect of broadcast media on the copywriting process?
a. It actually has little difference in its effect.
b. It offers more opportunities for creative copy.
c. It provides unlimited options for visual elements but few for verbal elements. d. It has inherent limitations on time and space.

ANSWER: d DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Analytic
STATE STANDARDS: United States ohio DISC: Creativity
KEYWORDS: DISC: Comprehension

50. 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 that transcend those created in any other medium. a. Internet
b. television c. radio
d. print

ANSWER: c
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

51. A young woman has just launched her own company to promote several unique but inexpensive kitchen gadgets.
She wants to get her message out to TV audiences, but she does not have a large budget. Taking this into consideration, an agency will probably propose a television commercial that:
a. uses a testimonial approach. b. has a series of vignettes.
c. features animation.
d. focuses on functional features.

ANSWER: d DIFFICULTY: Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States Ohio DISC: Promotion KEYWORDS: Blooms: Application

52. Which of the following refers to the term audio wallpaper?
a. The incorrect choice of broadcast media for the message to be delivered b. The spoken or musical formats commonly used in broadcast ads
c. The use of radio as unobtrusive background or filler
d. The creative plan for TV or radio that lacks any real creative thought

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

53. Which of the following is a disadvantage of broadcast television advertising?
a. It involves longer writing to better communicate complex brand features.
b. It represents a timing challenge as the copy should be precisely coordinated with the visuals. c. It allows a reader to dwell on the copy and process the information at a personalized rate.
d. It provides a copywriter time and space to to communicate details, complete with illustrations.

ANSWER: b DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

54. A breakfast cereal advertiser decides to create a print media advertisement instead of advertising on broadcast television. This is probably because the advertiser:
a. is not aiming to communicate detailed features of a product that is complex. b. is keen on creating a mood and demonstrating brand values.
c. does not require time and space to advertise the product.
d. wants to allow readers to process the information at a personalized rate.

ANSWER: d DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States Ohio DISC: Promotion KEYWORDS: Blooms: Application

55. Which of the following is necessary due to the fleeting impression that radio makes, particularly if the location of a business is included?
a. Music
b. Repetition
c. Imagination d. Brevity

ANSWER: b
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

56. A radio spot for a local shoe chain begins with the lines, You walk the dog. You jog the trail. You chase the bus.
You go, go, go. You need new shoes. Which of the following guidelines for successful radio copywriting is used in
this ad?
a. Keep sentences short. Use common language.
b. Use attention-getting sounds. Stimulate the imagination. c. Stimulate the imagination. Repeat the brand name.
d. Select the audience. Give news about the brand.

ANSWER: a DIFFICULTY: Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

57. A copywriter not only has to fulfill all the responsibilities of proper information inclusion based on creative platform and strategy decisions, but also has to:
a. carefully fit all the information within, between, and around the display. b. sell the product and entertain the audience.
c. tell the same story with the audio and the video.
d. ensure that the consumer has a voice in the creative planning.

ANSWER: a
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

58. Recent history and research suggest that copywriting for promotions in the evolving media of cyberspace:
a. involves styles, feelings, and demands similar to that of other media. b. is often abstract and distant rather than user-directed and engaging. c. has been influenced by its background in techno-speak.
d. tends to be static and unchanging.

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-4
NATIONAL STANDARDS: United States BUSPROG: Analytic
STATE STANDARDS: United States Ohio DISC: Online/Computer
KEYWORDS: Blooms: Comprehension

59. Which of the following is a difference between interactive and noninteractive media?
a. Interactive media are less user-directed, while noninteractive media are more user directed.
b. In interactive media, audience has less incentive to read a copy; while in noninteractive media they have more incentive.
c. Most of interactive media copy is indirect response, while all noninteractive media is direct response.
d. In interactive media, audience is more likely to seek out the ads; while in noninteractive media, they are not.

ANSWER: d DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-4
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

60. In

, the audience expresses its approval or disapproval of the copy used in an ad. Therefore, copywriters are

not fond of these report cards. a. evaluative copy research
b. social media copy
c. postproduction review
d. developmental copy research

ANSWER: a
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-4
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States Ohio DISC: Research KEYWORDS: Blooms: Knowledge

61. Probably the most straightforward illustration is one that:
a. attracts the target audience. b. stimulates copy readership. c. creates a mood.
d. communicates features or benefits.

ANSWER: d
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Knowledge

62. An ad for concentrated frozen orange juice highlights the product using a combination of backlighting and low-angle shots to show the golden liquid being poured into the sparkling tumbler. Which of the following is depicted in this illustration?
a. The product set in a test situation b. The brand seen in a social context c. The brand portrayed as a hero
d. The product used by a typical consumer

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States Ohio DISC: Product KEYWORDS: Blooms: Application

63. Color is often effectively used in advertising illustrations to:
a. construct an axis. b. create a mood.
c. prevent scrutiny of a products functions.
d. get a universally recognized reaction.

ANSWER: b
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

64. Which of the following elements of advertising involves the structure itself and the plan behind the structure?
a. Layout b. Design c. Copy
d. Illustration

ANSWER: b DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

65. The principles of design suggest that:
a. there should be a unifying force within the ad.
b. the components within an advertisement should be ambiguous. c. all elements of the ad should be equally emphasized.
d. it should be formally imbalanced.

ANSWER: a
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

66. A person picks up a magazine and flips through the pages, stopping at a full-page ad. Which of the following is a tendency of eye movement that occurs when a person views a print advertisement?
a. From light to dark b. From right to left
c. From white to color d. From small to large

ANSWER: a DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

67. Which of the following is considered the most crucial design element that brings harmony to all components on the page?
a. Order b. Unity
c. Balance d. Color

ANSWER: b
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

68. Which of the following terms identifies the visual line, real or imagined, that runs through an ad and organizes all elements?
a. Serif b. Axis
c. Thumbnail
d. Gaze motion

ANSWER: b
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

69. In which of the following orders does an ad layout typically progress through standard stages during its development?
a. Rough draft, comp, thumbnail, final mechanical b. Thumbnail, rough layout, comp, final digital
c. Mechanical, rough draft, thumbnail, final comp
d. Thumbnail, illustration layout, rough layout, final mechanical

ANSWER: b
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

70. A print ad being developed for a womens clothing line shows the headline font, the images, and the actual body
copy to allow the client to imagine the ad and give approval. This is known as a . a. thumbnail
b. comp
c. sans serif layout d. rough layout

ANSWER: b DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

71. Type fonts are seen in basic typeface groups, all with different personalities. a. two
b. four c. six
d. eight

ANSWER: c
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

72. When analyzing the various elements of type, the refers to the size of the type in height. a. typeface
b. font c. point d. serif

ANSWER: c
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

73. Art production for advertising to appear in cyberspaceparticularly those composed of headline, body copy, and illustrationmost closely resembles production of advertising for .
a. radio
b. television c. packaging d. print

ANSWER: d DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic
STATE STANDARDS: United States Ohio DISC: Online/Computer
KEYWORDS: Blooms: Comprehension

74. Unlike print ads, websites:
a. have a very limited reach. b. use just written words.
c. change almost instantly.
d. appeal to the older generation.

ANSWER: c
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States Ohio DISC: Customer KEYWORDS: Blooms: Knowledge

75. The most important function in the first few seconds of a television commercial is to:
a. stress the audiothen the viewer will follow up with the visual.
b. get the name outso the viewer can establish recall at the outset.
c. establish the benefitotherwise the viewer will quickly lose interest.
d. get attentiongrab the viewer immediately or the spot will probably fail.

ANSWER: d DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

76. The best guideline for working with both audio and visual elements during the production of a television spot is to:
a. emphasize the visual but reinforce it with the audio. b. avoid use of the audio when showing a key visual. c. let the audio tell the full brand story.
d. allow the visual to establish the tone and the audio to sell the benefits.

ANSWER: a DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

77. A television commercial for a high-speed mountain bike is in the middle of production. Who among the following would be responsible for handling the script, interpreting the storyboard, managing the talent; and dealing with the cameras, lighting, and set?
a. The director b. The producer
c. The media planner
d. The account executive

ANSWER: a DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

78. The director may want to work with the on camera talent along with the camera operators to practice the positioning and movement planned for the ad. This work is known as .
a. shooting
b. packing-up c. blocking
d. placing

ANSWER: c
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States Ohio DISC: Promotion KEYWORDS: Blooms: Knowledge

79. Which of the following is true of the production stage of television advertising process?
a. It can include some final preparations such as lighting checks and rehearsals.
b. It involves creating the shot-by-shot sketch depicting the visual scenes that will be used in an advertisement. c. It is that stage at which the advertiser estimates the cost of the shoot and required paraphernalia.
d. It mostly involves the assessment of directors and music suppliers to be chosen for the shooting.

ANSWER: a DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States Ohio DISC: Promotion KEYWORDS: Blooms: Comprehension

80. can save a lot of time on a shoot day when many more costly personnel are on the set. a. Prelighting
b. Budgeting c. Blocking d. Scripting

ANSWER: c
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

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. Youll never stop. The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. 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 Youll Ever Drive. The new slogan will be featured in all of the companys future advertisements.

(Andy Borowitz, Toyota Unveils New Slogan: Drive a Toyota. Youll Never Stop. The Huffington Post, February 6, 2010.)
81. (Scenario 11-1) To create ads featuring the new company slogan, Toyota assembles a creative team of individuals who will focus solely on designing the new advertisements. Toyota realizes that it will need to have a strong Internet and social media presence. In order to effectively utilize these outlets, Toyota should consider hiring a(n): a. production coordinator.
b. media planner.
c. advertising guru. d. copywriter.

ANSWER: b DIFFICULTY: Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.11-1
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

82. (Scenario 11-1) Toyota is designing its print media advertisements. It decides to use the least complex copy technique to highlight the
urgency of acting immediately. Which of the following copy techniques is it more likely to have chosen?
a. Direct response copy b. Narrative
c. Dialogue
d. Straight-line copy

ANSWER: a DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

83. (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?
a. The audience of interactive media often seek ads and IBP material online, rather than through traditional media.
b. Forms of interactive media have lower rates of recall than forms of traditional media. c. Copy writing of interactive media is of higher quality than that of traditional media.
d. There is often less incentive to read interactive forms of media than traditional print media.

ANSWER: a DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-4
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

84. (Scenario 111) A slogan can be an integral part of a brands image and personality, but it can serve other purposes
as well. One of these purposes could be to:
a. develop the idea presented in the headline. b. entice the audience to look at the visual.
c. provide continuity to an entire campaign. d. close the sale.

ANSWER: c
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-4
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

85. (Scenario 11-1) The account executive for a campaign such as this is adamant that the copy be tested before he even submits it to the client. He is looking for audience reaction and interpretation of the proposed copy known as
_____ copy research. a. illustrative
b. developmental c. continual
d. evaluative

ANSWER: b DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-4
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States Ohio DISC: Research KEYWORDS: Blooms: Application

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.
86. (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:
a. contains the best ideas used by competitors of the client.
b. is the channel that will carry the ad campaigns message to the public.
c. represents the unique thought behind the ad campaign.
d. lists the rules, restrictions, and limitations for the ad campaign as dictated by the client.

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-1
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

87. (Scenario 11-2) Last week, you met with your copywriters and reminded them of the various options they had in writing for radio. What are the four basic formats available to them in creating a radio ad?
a. Announcement, testimonial, reason-why, and hard-sell formats b. Sound effect, jingle, slogan, and disc jockey formats
c. Music, dialogue, announcement, and celebrity formats
d. Information, entertainment, persuasion, and testimonial formats

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

88. (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 copy writing 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

ANSWER: b DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

89. (Scenario 11-2) One copywriter presents a spot that is funny, delivers the key selling points, and uses opening music as well as sound effects representing various elements of the city. You need to get it recorded before sending it to the client. You send it with the young copywriter to a trusted recording studio with the caution that says, use
sounds effects with care. This means that:
a. any added music should be kept to a minimum to avoid irritating the audience. b. the sound effects should not overwhelm the copy.
c. one cannot expect to build a musical picture in the listeners mind. d. one should not mix sound effects and music.

ANSWER: b DIFFICULTY: Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

Scenario 11-3
A 30-second TV spot 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.
90. (Scenario 11-3) A copywriter came up with the idea to superimpose the words, You Probably Know This. Litmus Paper Measures Alkalinity and You Probably Know This. The Darker, The Harsher. Considering the nature of this ad, which general guideline for television copywriting does this follow?
a. Using active words
b. Providing support for the unbelievable c. Emotionally involving the reader
d. Using unfamiliar words

ANSWER: b DIFFICULTY: Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

91. (Scenario 11-3) Which of the following guidelines for copywriting is most strongly demonstrated by this spot overall, one that is also important in radio copy and digital/interactive copy?
a. Emphasizing the brand name
b. Making the slogan a major component of the ad c. Constructing an axis
d. Keeping the wording short and to the point

ANSWER: d DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

92. (Scenario 11-3) To make sure that all the words and visuals of this TV spot work together, the creative team would have begun this campaign by preparing a .
a. working script b. storyboard
c. fact sheet d. thumbnail

ANSWER: b
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Knowledge

93. (Scenario 11-3) The superimposed words that end the spot, Ivory is Mildest. Bar none, could be considered
Ivorys slogan. Which of the following is an important function of a slogan such as this?
a. Providing unity and order to the ad
b. Motivating the viewer to buy the product
c. Increasing memorability of the key benefit of the brand d. Entertaining or amusing the viewer

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-4
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

Scenario 11-4
You are a production assistant working on a thirty-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.
94. (Scenario 11-4) This television shoot involves a lot of people and is a complex, collaborative effort. Who among the following is more likely to be in charge of the set?
a. The film director
b. The account executive c. The chief creative
d. The agency producer

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

95. (Scenario 11-4) One of the ideas in an early brainstorming session was to start the Happy Heart Hound commercial with a quick series of adorable, playful puppies wearing heart-shaped sunglasses. Which of the following guidelines for effective television advertising does this hope to demonstrate?
a. Showing the brand
b. Coordinating the audio and the visual c. Using an attention-getting opening
d. Emphasizing the audio

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

96. (Scenario 11-4) The first cut of the ad is attractive, touching, cute, and just humorous enough. When an audience tests it, most viewers really like the dogs, the visuals, and the music but they dont remember the product. Which of the following creative guidelines for television was forgotten?
a. Persuading as well as entertaining b. Avoiding humor whenever possible c. Maintaining a feeling of continuity d. Showing the brand

ANSWER: d DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

97. (Scenario 11-4) In which of the following roles has the producer been involved with during the preproduction process for this commercial?
a. Approving the storyboard and script, and soliciting bids from production houses b. Coordinating the camera operators, and handling the cast during shooting
c. Conducting research, and informing all concerned about consumer preferences d. Acting as liaison between client and agency, and buying television airtime

ANSWER: a DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

98. (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:
a. directors rough cut.
b. digital editing. c. audio edit.
d. master copy.

ANSWER: a DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-6
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

Scenario 11-5
A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agencys creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that the advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital caresa tactic that has been used again and again by other medical institutions.
99. (Scenario 11-5) The art director for this campaign needs to convey a particular mood, a feeling of warmth and serenity, in this ad illustration. While all of the elements below may have some impact on the illustration, she should pay particular attention to the:
a. size of the illustration within the layout.
b. lighting, color, tone, and texture of the illustration. c. space taken by the body copy.
d. magazine and newspaper vehicles in which the ad will run.

ANSWER: b DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Reflective Thinking STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

100. (Scenario 11-5) The art director thinks about the layout and reminds herself of a widely held belief in the world of
art productionthat a larger size in an ad illustration typically means:
a. greater reader attention. b. higher brand sales.
c. lesser brand importance. d. weaker copy.

ANSWER: a DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

101. (Scenario 115) One thing that the art director has learned is that ads should lead the readers gaze in a logical path
that includes the brand name. Which of the following elements of design does this involve?
a. Order
b. Proportion c. Balance
d. Unity

ANSWER: a DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

102. (Scenario 11-5) Once she has a rough draft, the art director has to admit its a really great-looking ad. All the elements hang together and work with each other, and the overall feel is harmonious and peaceful. She clearly understands the principle of .
a. balance b. unity
c. order
d. proportion

ANSWER: b DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

103. (Scenario 11-5) One last thing that she recommends to the client involves her choice of a particular element from among hundreds of options. She admits she has agonized over her selection on this because it affects not only readability, but also sets the mood and tone of the overall visual impression. She is most likely talking about the
_____.
a. illustration format b. layout
c. typeface d. color

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-5
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

104. List the main members of an advertising agencys creative team? Consider how they are assigned tasks in producing written, audio, and visual elements of ads; and briefly describe these roles and responsibilities.

ANSWER: Copywriting and Art Production:
Creative director (CD). The creative director manages the creative process for the client. The main role of the CD is to oversee the creative product of an agency across all clients.
Art director (AD). The art director and the copywriter work together to develop the concept for a broadcast or digital/interactive ad. Art directors, with their specialized skills and training, coordinate the design and illustration components of the ad. The
AD either oversees the production of the television storyboards or actually constructs the storyboards. In addition, the AD works with the film director who shoots the commercial to develop the overall look of the spot.
Copywriter. The copywriter is responsible for the words and phrases used in an ad, whether it is print, broadcast, or digital/interactive in format. In print, these words appear on the page as headline, subhead, body copy, and slogan/tagline. In television and radio advertising, these words and phrases appear as a script from which the film director, creative director, and art director work during the production process.
Media planner. The media planner keeps up with the latest technological advances in digital and interactive media, as well as all other forms. The media planner makes
sure what is done for television is consistent with that done for other media within the campaign. This person often focuses on pinpointing and understanding the latest media formats available, such as social networks, mobile markets, brandscapes, etc. Account planner. The account planner is often a research expert who knows how to seek out information, obtain data, do surveys, and use secondary sources to understand target markets. This person makes sure the consumers values and interests are represented, and brings the consumer voice to the table.
DIFFICULTY: Challenging
LEARNING OBJECTIVES: AIBP.OGUI.15.11-1
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Application

105. What are the differences between writing advertising copy for print media and for broadcast media? What unique challenges does writing for broadcast hold, and how does writing for interactive or digital media fit into this?

ANSWER: Writing for print is quite straightforward. The copywriter must review components of the creative plan so as to take advantage of and follow through on the marketing and advertising strategies specified and integral to the brands market potential. In preparing copy for a print ad, the copywriter must decide how to use the three separate components of print copy: the headline, the subhead, and the body copy. Writing copy for broadcast media should begin in the same way that writing copy for
print media begins. However, writing for broadcast ads does have its differences. The audio and audiovisual capabilities of radio and television provide different opportunities for the copywriter. On radio, the use of sound effects, musical pieces, and voices
offer many creative possibilities. On television, the ability to combine copy with color and motion provides vast and exciting creative options. In either medium, the copywriter must be cautious not to use these effects in a way that could distract the listener or viewer from the copy of the advertisement. Also, broadcast media, as opposed to print media, does not provide the opportunity to communicate long, complex messages about brand features. Unlike print materials that can be read at leisure and viewed again and again. Broadcast media, particularly radio, work in short exposure time frames.
Writing for digital or interactive ads is somewhat similar to writing for print. However, there are differences. Audiences approach these ads in a much different waythey seek out the ads, at least to a point, rather than having ads presented to them. There is no time restriction for viewing the ads, similar to print, and very much unlike
broadcast. DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

106. Explain the advantages of copywriting in print media, and list the disadvantages of copywriting for television advertising.

ANSWER: The audio and visual capabilities of television and video offer different opportunities for a copywriter. Compared to print media, however, video media have inherent limitations for a copywriter.
In print media, a copywriter can write longer and more involved copy to better communicate complex brand features. Print media provides a copywriter the time and space to communicate details, complete with illustrations. In addition, the printed page allows a reader to dwell on the copy and process the information at a personalized, comfortable rate.
Televisions inherent capabilities do much to bring a copywriters words to life. But the action qualities can create problems. Firstly, the copywriter must remember that words do not stand alone. Visuals, special effects, and sound techniques may ultimately convey a message far better than the cleverest turn of phrase. Second, television commercials represent a difficult timing challenge for the copywriter. It is necessary for the copy to be precisely coordinated with the visuals. If the visual portion was one continuous illustration, the task would be difficult enough. Contemporary television ads, however, tend to be heavily edited and the copywriting task can be a nightmare. The copywriter not only has to fulfill all the responsibilities of proper information inclusion but also has to carefully fit all the information within, between, and around the display.
DIFFICULTY: Moderate
LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States BUSPROG: Analytic STATE STANDARDS: United States ohio DISC: Creativity KEYWORDS: Blooms: Comprehension

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

ANSWER: The three primary visual elements used in ads are illustration, design, and layout.
Illustration involves drawings, paintings, photos, or computer-generated art. It has six purposesto at

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