The Advertising and Art Direction Quiz

How is public service advertising different from commercial advertising?

• It focuses on promoting products

• It seeks to advance the common good

• It targets mass audiences

• It is initiated by commercial concerns

What is the principal role of an art director?

• Idea generation

• Creating visual impact

• Building/creating the visual world of an ad

• Working with a copywriter to conceive ideas

What creative characteristics are associated with art direction?

• Overall style of visual communication

• Taste in music

• Choice of food

• Fluency in foreign languages

What are some general typographic design concerns?

• Proper grammar and spelling

• Clarity of visual communication and appropriate typeface selection

• Color theory and perspective drawing

• Art history and sculpting techniques

How should you go about selecting a typeface for an ad?

• Choose the fanciest typeface available

• Evaluate its relationship to the ad idea, audience, and context

• Pick the one that's easiest to read

• Use the default typeface on your computer

What is a stock image?

• An image from the stock market

• An image that is out of stock

• An image purchased for use from a curated collection

• An image of a famous person

What is the purpose of brand strategy?

• To create the most visually appealing ads

• To achieve the messaging goals of an advertising campaign

• To confuse the target audience

• To promote unrelated products

What does a brand promise represent?

• A commitment to always offer discounts

• The value a person expects from a product, service, or entity

• A guarantee that a product will never change

• The CEO's favorite color

How can storytelling be used in branding?

• To bore the audience

• To communicate the brand philosophy and connect with the audience

• To confuse the audience with unrelated stories

• To sell more products

What is the primary role of a brand construct?

• To confuse the audience

• To create a unique look and feel for the brand

• To provide a strategic concept for the brand's personality and positioning

• To list all the products a brand offers