Chapter 11 SmartBook Questions

How does a designer set a style?

By combining artistic elements in a specific way

Match the different layouts

Circus Layout - Filled with many devices such as illustrations, oversize type, reverse blocks, and tilts Frame Layout - A copy surrounded by the visual or vice versa Copy-heavy Layout - Text forms most of the advertisement

Relate the given levels in the creative pyramid

Credibility - Provides proof for claims Desire - Uses language that stirs imagination

What is the term used when the art director and graphic artist choose and structure the artistic elements of an ad?

Design

Match the jingle component

Donut - The part in the jingle left for the spoken copy Hook - The part of the jingle that is remembered the most

True or false: A demonstration commercial can be done only through television.

False

True or false: In the design process, the approval process takes place only in the final stage.

False

True or false: Only celebrities endorse products in a testimonial advertisement.

False

A complete assortment of capitals, small capitals, lowercase letters, numerals, and punctuation marks for a particular typeface and size is referred to as a _____.

Font

Match the category of information (on the left) that creatives need before creating an advertisement to the question (on the right) that gives the required information.

History - Who introduced the product? Market Position - What is the market share of the product? Product Image - Is it a necessity product? Proprietary Information- What is the product's trade name? Research - Which medium is suitable for the chosen research method? Life Cycle - What is the average use span of the product? Competitive Information - Does the product have any advantages over other products in the market? Customer Use - How frequently is the product bought?

Match the type of headline

Information - "IT professional murdered" Proactive - "Watch this space for the truth!" Question - "What makes happier children healthier?"

Match the body copy style

Institutional Copy - It promotes a philosophy. Narrative Copy - It is used to tell a story. Monologue Copy - It features characters selling a product in their own words. Picture-caption Copy - It tells a story with illustrations Device Copy - It commonly uses puns, alliteration, or rhymes.

Which of the following is a true statement regarding the subhead?

It appears in boldface.

What does an effective headline do?

It attracts attention.

Which of the following is a feature of the dummy?

It has the general look and feel of the final product

Which of the following is a true statement regarding the body copy?

It is a continuation of the headline.

Which of the following accurately describes a thumbnail sketch?

It is a rough drawing that is produced quickly and is small.

Which of the following is a feature of the straight-sell copy style of body copy?

It is a straightforward, factual presentation of information.

Which of the following is the approximate location of the optical center?

It is above the physical center by one-eighth of a page.

How is a dummy assembled?

It is assembled by hand to the actual size.

Which of the following is a true statement about the comprehensive layout?

It is elaborate and in color.Which of the following are purposes that a layout fulfills?

What is the primary purpose of a thumbnail sketch?

It is used by the artist to visualize the layout.

What is the unique feature of a presenter commercial?

It uses one person or character to represent the product.

An overall orderly arrangement of all the format elements of an ad, such as the headline and visuals, is called the ________.

Layout

Match the different techniques

Leading - Adding extra space between lines Kerning - Spreading or narrowing the spaces between letters

Match each type of headline

News - Promises Information Question - Encourages readers to search for an answer Proactive - Stimulates the readers' curiosity

Which of the following is a true statement regarding a rough layout?

Photos and illustrations are sketched in on a rough layout.

In a rough layout, an artist's drawing is ______.

The actual size of the ad.

The mechanical produced in the production art phase contains

The final artwork along with all the visuals and the actual type in place.

Which of the following is proprietary information about a product?

The products trademark

What is the disadvantage of an ad lib with a radio personality?

The radio personality may criticize the product.

True or false: Visuals in advertising are created by illustrators and photographers.

True

What is the content of a storyboard?

a rough visualization of the commercial resembling a cartoon

A headline that is smaller than the main headline and appears above or below it is called _____.

a subhead

Copywriters correlate the function of the logo to the _____ level of the creative pyramid.

action

A benefit of having a seal is that the seal _____.

acts as a valued endorsement for the particular product

Cartoons, dancing puppets, and demonstrations in which inanimate objects come to life are examples of _____.

animation

The advertising technique which simplifies a difficult subject and reaches specialized markets, such as children, is a(n) _____.

animation

An ad's _____ is affected by typefaces.

appearance

Copywriters correlate the function of the visual and headline to the _____ level of the creative pyramid.

attention

A headline that promises a rewarding experience in using a product or service is called a(n) ________ headline.

benefit

"Farmland milk: The freshest and purest milk in the country" is an example of a _____.

benefit headline

The complete sales story is present in the _____ of an advertisement.

body copy

A recipe ad that shows how to use a food product _____.

boosts readership

A detailed, written description of the personalities of characters to be used in a television campaign is called a _____ brief.

casting

When actors audition for roles, _____ act as a guide.

casting briefs

What has cut the costs of producing a standard animatic?

computers

Adons, an advertising agency, is working on a print campaign that has a lot to say. The client is averse to using images and wants a lot of well-written content to attract the audience. The most appropriate layout for this campaign would be a _____.

copy-heavy layout

Compro, a popular computer brand, introduces a highly advanced laptop. The commercial for it features the product and a quick run through on how the product works. This is an example of a _____ commercial.

demonstration

Using computer software to prepare high-quality print and digital messages is called ______ ______.

desktop publishing

What type of publishing prepares print or digital materials using publishing software?

desktop publishing

Copy that makes use of alliteration, puns, or rhymes to increase interest and memorability is called _______ copy.

device

In the context of a radio script, audio is the right column that contains the _____.

dialogue

The straight-sell style of body copy is best suited to ______.

difficult-to-use products

What term does Burson Cohn & Wolfe, a large New York public relations firm, use in referring to the online opinion leaders in the United States?

e-fluentials

The largest type on the page is reserved for the _____.

headline

In an advertisement, the words that will be read first and that are placed so that they get the most attention are _____.

headlines

Which of the following is the level in the creative pyramid to which the lead-in paragraph corresponds?

interest

When a straight announcement is made to match the style of the program in which it is presented, the announcement is called a(n) ______ commercial.

intergrated

A product's package is a standard subject for ad visuals because _____.

it helps in the identification of the product

A new energy drink ad showcases a group of young, lively people playing and having fun on the beach. In this instance, by giving emphasis to the user and not the product, the advertisers are using _____ advertising.

lifestyle

The dramatization of a product benefit is often achieved through the use of _____ in a slice-of-life commercial.

mnemonic devices

The consistent use of musical themes for background color or to close the commercial is called a _____.

musical logo

Which of the following is the ad layout that has traditionally resulted in the highest recall?

picture-window layout

The standard ad format, in which 60% to 70% of the ad's total area is occupied by a single, dominant visual, is the ______ layout.

poster-style

A lifestyle technique is mostly used to _____.

present the user rather than the product

The most important consideration in selecting a typeface is ______.

readability

What is the basis of a storyboard rough?

script

Commercials that dramatize real-life situations are referred to as ________ of _______ .

slice of life

Plentiful Hair, a popular hair oil, shows a college scene where a girl is crying to her best friend about her hair-loss problem. The friend then suggests Plentiful Hair as a remedy. This is an example of a(n) _____ type of TV commercial.

slice of life

The art director turns the video portion of a TV commercial script into real images using a(n) ______.

storyboard

What is the oldest and simplest type of radio or TV commercial?

straight announcement

Digital media design elements on websites can be reused by using cascading _______ sheets.

style

Slice of life, animation, and testimonial are types of commercial formats used in radio and ______ advertising.

television

Straight announcement, presenter, and demonstration are types of commercial formats used in radio and ______ advertising.

television

The effectiveness of a product is vouched for by a satisfied user in a true form of a(n) _____ advertisement.

testimonial

What is the content of the left-side column of a television script?

the description of the visuals and production

In terms of design, what is the optical center?

the point of reference that establishes the layout's balance

Once the creative team selects the format for a television commercial, what do the art director and the writer create?

the script

Which of the following is a two-column list containing names and dialogue used in radio advertising?

the script

Which part of a campaign layout is awarded to a product only when it meets standards established by recognized authorities?

the seal

Which part of a layout can begin as a successful headline?

the slogan

Which of the following is an important purpose for the visual for an ad?

to capture the reader's attention

What is the role of the copywriter in creating a television copy?

to decide the tone of the commercial

The basic purpose for the slogan of a campaign is _____.

to provide a connection between the various ads in a campaign

What is the purpose of a mnemonic device in a commercial?

to trigger a memory of the commercial

Related typefaces make up a _____.

type family

The art of selecting and setting type is called _________

typography

Illustrators and photographers are together responsible for ad _____.

visuals

Which of the following statements about a comprehensive layout are accurate?

-It contains final type styles and sizes. -It has a glossy spray coat. -It is a full-color proof.

Which of the following are true statements concerning storyboard roughs for TV commercials?

-The storyboard roughs are created from the script for the commercial. -The storyboard roughs help present the style of the commercial.

Name the five steps of the creative pyramid.

-attention -action -desire -credibility -interest

How can creatives ensure that a headline gains attention for the correct reasons?

-by explaining the visual -by engaging the reader

What are some of the benefits of desktop publishing over traditional publishing?

-lower production costs -reuse of design elements -rapid changes to layout

Who must art directors work with effectively?

-producers -directors -technicians

What formats do writers use in creating radio and television copy?

-scripts -storyboards

What are some of the effective techniques of creating pay-per-click headlines?

-solving problems -limiting characters -including keywords

What elements do ideal Facebook ads contain?

-testimonials -numbered lists

Which of the following are purposes that a layout fulfills?

-to give the client something that can be corrected -to help in developing and evaluating an ad in advance

Rank the three main aspects of a print ad in order of how they are most frequently spotted by a prospect, with the first aspect at the top.

1. picture 2. headline 3. body copy