Q&A Hero

Q: (p.231)For best results, where in the print ad should advertisers place their company logo or signature?

Q: (p.236)What kind of headlines makes a direct promise to the reader?

Q: (p.248)Banner advertising is the dominant approach used in Internet advertising.

Q: (p.236)What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and Cheese It Up?"

Q: (p.250)When designing ads for use in other countries, the art director must be familiar with each country's artistic preferences and peculiarities.

Q: (p.223)List the three reasons why art directors use layouts.

Q: (p.225)What is the difference between a rough layout and a thumbnail sketch?

Q: (p.231)Name any four rules of the layout that an artist must follow when creating an ad.

Q: (p.232)Print advertising uses many standard subjects for ad visuals. List five of them.

Q: (p.236)List and briefly describe the four basic forms of headlines described in the text.

Q: (p.237-238)List and briefly describe the five common body copy styles for print advertising.

Q: (p.240)All that appears on a typical radio script is the ad dialog.

Q: (p.241)Writing for radio requires clearer copywriting than writing done for any other media.

Q: (p.242)Unlike print ads, broadcast commercials do not use a format or layout.

Q: (p.244)The Snuggle bear appears as the spokesperson in the demonstration commercial format used by Snuggle fabric softener.

Q: (p.244)The key to effective slice-of-life commercials is realism.

Q: (p.245)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.

Q: (p.246)The storyboard is only an approximation of the final commercial.

Q: (p.247)Designing ads for the Internet uses the identical skills required for advertising in print and broadcast media.

Q: (p.236)The benefit headline for Pepperidge Farm whole-grain breads reads, "The bread you love does your heart good".

Q: (p.236)An ad for Sensodyne toothpaste has the following example of a question and provocative headline: "What worries your dentist more, chocolate or a slice of lemon?"

Q: (p.237)The best ads focus on one big idea.

Q: (p.238)Advertising critics universally extol the virtues of institutional advertising.

Q: (p.238)An ad for Asian Sensations newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.

Q: (p.239)Slogans serve as brief, repeatable positioning statements.

Q: (p.206)What are the three components of the message strategy? A.Verbal, nonverbal, and technical B.Creative definition, creative execution, and creative implementation C.Copy, illustrations, and layout D.The informational, transactional, and transformational dimensions E.An objective statement, a support statement, and a brand personality

Q: (p.223)Once the best ad design is chosen, the layout serves as a blueprint.

Q: (p.223)In terms of the roles of the advertising artists, the roles played by photographers and illustrators are very different.

Q: (p.225)A dummy is a rough, rapidly produced pencil sketch that is used for trying out ideas.

Q: (p.226)Printers often refer to paste-ups and mechanicals as camera-ready art.

Q: (p.227)Another name for the poster-style format is the storyboard layout.

Q: (p.227)Research shows that readership increases considerably if ads contain more than 50 words.

Q: (p.232)The kind of picture to be used in an ad is often determined during the conceptualization process.

Q: (p.234)Ideally, headlines communicate the complete selling idea.

Q: (p.235)Many experts believe that headlines with 10 words or more gain greater readership.

Q: (p.202)An ad for Breitling watches describes the watches as "prestigious, professional-grade instruments that perform exceedingly well." The Breitling ad is _____ because it has a positively originated motive. A.transactional B.charismatic C.informational D.transformational E.functional

Q: (p.203)The _____ is the document that serves as the creative team's guide for writing and producing the ad. A.creative strategy B.storyboard C.graphic ideation D.message strategy E.speculative presentation

Q: (p.203)Another name for a creative strategy is a: A.copy platform. B.benefit strategy. C.creative action plan. D.communication strategy. E.support statement.

Q: (p.204)A creative strategy should have a ____, advertising objectives, and the problem the advertising must address. A.policy statement B.corporate vision C.value statement D.definition of the target audience E.budget

Q: (p.205)What is the last step in developing an advertising strategy? A.Determining the advertising mix B.The delivery of the creative strategy to the creative department C.The creation of a message strategy D.An evaluation of how well the strategy supports the marketing plan E.Budget allocation

Q: (p.206)What a company wants to say and how it wants to say it determines its ____, which is a simple explanation of the overall approach to be used by the ad campaign. A.marketing platform B.action plan C.tactics D.logistics E.message strategy

Q: (p.211)What is it called when two or more people get together to generate new ideas?

Q: (p.214)List the five steps of the creative pyramidstarting at its top.

Q: (p.217)An ad for Goldsmith tennis rackets, begins with the command, "Hit your best shots. More often." Which step of the creative pyramid is this headline addressing?

Q: (p.201)Who is responsible for writing the words for a billboard ad for a new line of Carhartt Western wear for women? A.The layout artist B.The creative director C.The copywriter D.The graphic designer E.The art director

Q: (p.201)An ad for a tennis camp shows a background photo of tennis balls on which the camp's dates and locations are printed. Who amongst the following was MOST likely responsible for the tennis ball photo? A.The copywriter B.The art director C.The publicity expert D.The layout artist E.The PR representative

Q: (p.201)Who is ultimately responsible for the final form an ad takes? A.The graphic designer B.The creative director C.The media planner D.The art director E.The PR representative

Q: (p.201)The term "creatives" refers to the: A.people who work in the creative department. B.elements of the advertising mix that are used in developing the advertising strategy. C.roles played by all of the people within an advertising agency. D.stages in the integration of the visual and nonvisual elements of the ad. E.final presentation to the client.

Q: (p.202)Truly great ads have certain characteristics in common. These characteristics are referred to as: A.metaphors and similes. B.audience resonance and strategic relevance. C.the ability to break through perceptual barriers and complete information. D.the informational and transformational dimensions. E.emotional and rational appeals.

Q: (p.202)If negatively originated motives provide the basis for product purchase, then _____ types of ads will more than likely resonate with the audience. A.informational B.transactional C.psychological D.transformational E.charismatic

Q: (p.202)An ad for Toshiba office machines suggests that unless you use Toshiba office products you will be victimized by corporate espionage. The ad is _____ because it offers a product that will protect your important business information. A.informational B.transactional C.psychological D.transformational E.charismatic

Q: (p.202)Why most ads fail to resonate with the audience?

Q: (p.203)The creative strategy has several other names. What are they?

Q: (p.206)What are the three components of the message strategy?

Q: (p.206)Every Sherwin-Williams paint ad is required to contain the stylized paint brush and the company's Web address. What is the name given to such technical requirements?

Q: (p.208)Most theories of thinking fall into two general categories. What are they?

Q: (p.210)According to creativity consultant Roger von Oech, what are the four distinct roles in the creative process?

Q: (p.202)Explain the difference between informational ads and transformational ads.

Q: (p.202-203)Briefly describe the two dimensions needed for great advertising.

Q: (p.206)List and briefly describe the components of message strategy.

Q: (p.207)What are the four roles of creativity in advertising?

Q: (p.208)Describe a fact-based thinker.

Q: (p.210)According to creativity consultant Roger von Oech, there are four roles that every art director and copywriter has to personally take on at some point in the creative process. List and briefly describe each of these imaginary roles.

Q: (p.213)Often the creatives will take an ad campaign that they have been putting a lot of time and effort into and put it aside for awhile. Why?

Q: (p.212)While the conceptualization step is important, the visualization step is the most important step in creating the advertisement.

Q: (p.217)How do the creatives establish credibility for their advertised good or service?

Q: (p.212)For transforming and manipulating concepts, creativity consultant Roger von Oech suggests changing the context or asking "what if" questions.

Q: (p.217-218)Discuss the role of the Judge in the creative process.

Q: (p.213)Creative blocking may occur when people in the agency start thinking like a value-based thinker.

Q: (p.201)In the advertising process, who are the creatives?

Q: (p.214)The creative pyramid is a model that can help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.

Q: (p.215)The attention step is critically important to triggering an ad's boom factor.

Q: (p.217)In radio, catchy phrases or sound effects are used to trigger interest in an ad.

Q: (p.217)The creative in the role of the Judge evaluates the practicality of the big ideas and decides whether to implement, modify, or discard them.

Q: (p.218)When the agency presents the ad concept, the client assumes the role of the Warrior.

Q: (p.201)Discuss the roles of a copywriter and an art director.

Q: (p.207)Visual cues and metaphors can be used to help an ad inform consumers.

Q: (p.208)The color green when used in ads conveys health and freshness.

Q: (p.208)People who are value-based thinkers can also be described as linear thinkers.

Q: (p.209)Value-based thinkers are better able to embrace change, conflict, and paradox than fact-based thinkers.