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Exam 9: Creative Execution: Art and Copy

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Question 31

Multiple Choice

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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

Correct Answer

verified

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Question 32

Multiple Choice

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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

Correct Answer

verified

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Question 33

Multiple Choice

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

What are the characteristics and benefits of a well-designed company Web site?

Slice-of-life television commercials often incorporate _____, which are intended to assist the viewer's memory.

Which term refers to a finished ad that is ready for the printer's camera to shoot according to the publication's specifications?

When designing banner ads, it is most effective to include a striking image and rich colors.

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?

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

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 dummy is a rough, rapidly produced pencil sketch that is used for trying out ideas.

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

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 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.

In most print ads, the headline corresponds to the credibility component of the creative pyramid.

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

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.

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.

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

Print advertising uses many standard subjects for ad visuals. List five of them.