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WorksheetsChapter 10 | Creative Execution : Art and copy
Total questions: 42
Worksheet time: 57mins
Name
Class
Date
1.
Why is DESIGN important in print media?
a)
People from one region of the country, or the world, differ from those in other areas as to their needs, wants, and purchasing habits.
b)
bought & experienced a brand but didn’t like or had a unpleasant experience with it.
c)
(1) Design helps position the product
(2) Design helps creates brand personality
(3) Design sets the mood
(4) Design flavors the message
(2) Design helps creates brand personality
(3) Design sets the mood
(4) Design flavors the message
d)
1. Behavioristic Segmentation
2. Geographic Segmentation
3. Demographic Segmentation
4. Psychographic Segmentation
2. Geographic Segmentation
3. Demographic Segmentation
4. Psychographic Segmentation
2.
What are the use of print layouts?
a)
(1) Sole users: are the most brand loyal and require the least amount of advertising and promotion.
(2) Semi-sole users: typically use brand A, but have an alternate selection if it is not available or if the alternate product is on promotion.
(2) Semi-sole users: typically use brand A, but have an alternate selection if it is not available or if the alternate product is on promotion.
b)
(1) Balance
(2) Propotion
(3) Sequence
(4) Unity
(5) Emphasis
(2) Propotion
(3) Sequence
(4) Unity
(5) Emphasis
c)
(1) Thumbnail → small, rapidly produced frawing for visualization
(2) Rough layout → Drawn to actual size, art sketched in, body copy lines
(3) Comprehensive → Facsimile of the finished ad
(4) Mechanical → Tect and visuals in exact position, readu for camera
(5) Dummy → Presents looks and feel of brochures
(2) Rough layout → Drawn to actual size, art sketched in, body copy lines
(3) Comprehensive → Facsimile of the finished ad
(4) Mechanical → Tect and visuals in exact position, readu for camera
(5) Dummy → Presents looks and feel of brochures
d)
(1) Helps the agency and client develop & evaluate in advance how the ad will look and feel → gives the client (usually not an artist) a tangible item to correct, change, comment on and approve. (2) Helps the creative team develop the ad’s psychological elements; the nonverbal and symbolic components. (3) Once the best design is chose, the layout serves as a blueprint →shows the size & placement of the ad, the no. of visuals and the amount of fonts.
3.
a)
Rough Layout
b)
Comprehensive
c)
Thumbnail
d)
Dummy
4.
a)
Rough Layout
b)
Comprehensive
c)
Thumbnail
d)
Dummy
5.
a)
Rough Layout
b)
Comprehensive
c)
Thumbnail
d)
Dummy
6.
a)
Rough Layout
b)
Mechanical
c)
Thumbnail
d)
Dummy
7.
a)
Rough Layout
b)
Mechanical
c)
Thumbnail
d)
Dummy
8.
What is the purpose of visuals in print advertisements ?
a)
(1) Inform people (2) Build public opinion (3) Persuade (4)Circulate Government policies (5) Disseminate health and education programs (6) Provide pleasure and entertainment (7) Establish social contact and linkage (8) Help in facing disaster and calamity (9) Highlght diplomatic role (10) Promote political ideologies
b)
(1) Capture attention (2) Identify subject (3) Qualify readers (4) Arouse interest in headline(5) Create favorable impression (6) Clarify copy (7) Show product in use (8) Support truth of copy (9) Emphasize unique features (10)Provide campaign continuity
c)
(1) Headline (2) Subheadline (3) Visuals/ images/ pictures / graphics (4) Body copy/ Body text/ body content (5) Slogans/Theme-line/Taglines (6) Seals / Logos/Logotypes / signatures (7) Call-to-action/ Feedback options
d)
(1) Behavioristic Segmentation (2) Geographic Segmentation (3) Demographic Segmentation (4) Psychographic Segmentation (5) Life stages (6) Seasonal (7) Shopping data (8) Shopper type (9) Brand affinity (10) Lyfestyle
9.
What are the SEVEN elements in print advertisements?
a)
(1) Inform people (2) Build public opinion (3) Persuade (4)Circulate Government policies (5) Disseminate health and education programs (6) Provide pleasure and entertainment (7) Establish social contact and linkage (8) Help in facing disaster and calamity (9) Highlght diplomatic role (10) Promote political ideologies
b)
(1) Headline (2) Subheadline (3) Visuals/ images/ pictures/ graphics (3) Body copy / body text / Body content (5) Slogans/ Theme-line/ Taglines (6) Seals/ Logos/ Logotypes/ Signatures (7) Call-to-action/ Feedback options
c)
(1) Behavioristic Segmentation (2) Geographic Segmentation (3) Demographic Segmentation (4) Psychographic Segmentation (5) Life stages (6) Seasonal (7) Shopping data
d)
(1) Balance
(2) Propotion
(3) Sequence
(4) Unity
(5) Emphasis (6) Shopper type (7) Brand affinity
(2) Propotion
(3) Sequence
(4) Unity
(5) Emphasis (6) Shopper type (7) Brand affinity
10.
What are the different types of HEADLINES?
a)
(1) Headline (2) Subheadline (3) Visuals/ images/ pictures/ graphics (3) Body copy / body text / Body content (5) Slogans/ Theme-line/ Taglines (6) Seals/ Logos/ Logotypes/ Signatures (7) Call-to-action/ Feedback options
b)
(1) Inform people (2) Build public opinion (3) Persuade (4)Circulate Government policies (5) Disseminate health and education programs (6) Provide pleasure and entertainment (7) Establish social contact and linkage (8) Help in facing disaster and calamity (9) Highlght diplomatic role (10) Promote political ideologies
c)
(1) Benefit headlines
(2) News/Information headlines
(3) Provocative headlines
(4) Question headlines
(5) Command headlines
(2) News/Information headlines
(3) Provocative headlines
(4) Question headlines
(5) Command headlines
d)
(1) Capture attention (2) Identify subject (3) Qualify readers (4) Arouse interest in headline(5) Create favorable impression (6) Clarify copy (7) Show product in use (8) Support truth of copy (9) Emphasize unique features (10)Provide campaign continuity
11.
Which statement best describe Benefit Headline?
a)
Order readers to do something or asking readers to take some action, which sometimes may seem negative, but readers pay attention to such headlines.
b)
Ask a question, encouraging readers to search for answer in the body of the ad.
c)
provoke the reader’s curiosity to stimulate questions and thoughts.
d)
Promise the audience that buying / using the product or service will be rewarding.
12.
Which statement best describe News/ Information headlines?
a)
Order readers to do something or asking readers to take some action, which sometimes may seem negative, but readers pay attention to such headlines.
b)
Ask a question, encouraging readers to search for answer in the body of the ad.
c)
Announce some news about new product / promise information to audience.
d)
Promise the audience that buying / using the product or service will be rewarding.
13.
Which statement best describe Provocative Headlines?
a)
Order readers to do something or asking readers to take some action, which sometimes may seem negative, but readers pay attention to such headlines.
b)
Ask a question, encouraging readers to search for answer in the body of the ad.
c)
provoke the reader’s curiosity → To stimulate questions and thoughts.
d)
Promise the audience that buying / using the product or service will be rewarding.
14.
Which statement best describe Question Headlines?
a)
Order readers to do something or asking readers to take some action, which sometimes may seem negative, but readers pay attention to such headlines.
b)
Ask a question, encouraging readers to search for answer in the body of the ad.
c)
provoke the reader’s curiosity → To stimulate questions and thoughts.
d)
Promise the audience that buying / using the product or service will be rewarding.
15.
Which statement best describe Command Headlines?
a)
Order readers to do something or asking readers to take some action, which sometimes may seem negative, but readers pay attention to such headlines.
b)
Ask a question, encouraging readers to search for answer in the body of the ad.
c)
provoke the reader’s curiosity → To stimulate questions and thoughts.
d)
Promise the audience that buying / using the product or service will be rewarding.
16.
Which statement best describe Subheadlines?
a)
Order readers to do something or asking readers to take some action, which sometimes may seem negative, but readers pay attention to such headlines.
b)
(1) Smaller than headlines; larger than bodycopy. (2) May appear above/ below the headline. (3) Subheads above the headline is called a kicker (or overline). (4) Subheads may also appear in the body copy. (5) Different color or style, may be underlined. (6) Support “interest” step. (7) Transition to body copy.
c)
provoke the reader’s curiosity → To stimulate questions and thoughts.
d)
Promise the audience that buying / using the product or service will be rewarding.
17.
Which statement best describe Body Copy?
a)
Order readers to do something or asking readers to take some action, which sometimes may seem negative, but readers pay attention to such headlines.
b)
(1) Smaller than headlines; larger than bodycopy. (2) May appear above/ below the headline. (3) Subheads above the headline is called a kicker (or overline). (4) Subheads may also appear in the body copy. (5) Different color or style, may be underlined. (6) Support “interest” step. (7) Transition to body copy.
c)
(1) It a logical continuation of the headline and subheadline, only set in smaller type. (2) tells the complete story in the body copy (or text). (3) covers product features, benefits, utility. (4) To grab interest, create credibility, desire and often even the action steps. (5) Focus on big idea or clear benefits. (6) Seldom read
d)
Promise the audience that buying / using the product or service will be rewarding.
18.
a)
Headlines
b)
Body copy/ Body text/ Body content
c)
Call-to-action/ Feedback options
d)
Subheadlines
19.
a)
Headlines
b)
Body copy/ Body text/ Body content
c)
Call-to-action/ Feedback options
d)
Subheadlines
20.
What are the different body copy style?
a)
(1) Headline (2) Subheadline (3) Visuals/ images/ pictures/ graphics (3) Body copy / body text / Body content (5) Slogans/ Theme-line/ Taglines (6) Seals/ Logos/ Logotypes/ Signatures (7) Call-to-action/ Feedback options
b)
Body copy/ Body text/ Body content
c)
(1) Straight- sell
(2) Institutional
(3) Narrative
(4) Dialogue/ Monologue
(5) Picture Caption
(6) Device
(2) Institutional
(3) Narrative
(4) Dialogue/ Monologue
(5) Picture Caption
(6) Device
d)
Subheadlines
21.
Among the SIX different body copy style. Which one best describe Straight sell?
a)
Tell a story (situation set-up and product is the solution).
b)
Promote a philosophy or emphasizes the merits of an organization rather than giving product info / features.
c)
Adds the believability that narrative copy sometimes lack.
d)
Immediate explanation of headline or develop the headline & visual in a straightforward, factual presentation.
22.
Among the SIX different body copy style. Which one best describe Institutional?
a)
Tell a story (situation set-up and product is the solution).
b)
Promote a philosophy or emphasizes the merits of an organization rather than giving product info / features.
c)
Adds the believability that narrative copy sometimes lack.
d)
Immediate explanation of headline or develop the headline & visual in a straightforward, factual presentation.
23.
Among the SIX different body copy style. Which one best describe Narrative?
a)
Tell a story (situation set-up and product is the solution).
b)
Promote a philosophy or emphasizes the merits of an organization rather than giving product info / features.
c)
Adds the believability that narrative copy sometimes lack.
d)
Immediate explanation of headline or develop the headline & visual in a straightforward, factual presentation.
24.
Among the SIX different body copy style. Which one best describe Dialogue/Monologue?
a)
Tell a story (situation set-up and product is the solution).
b)
Promote a philosophy or emphasizes the merits of an organization rather than giving product info / features.
c)
Adds the believability that narrative copy sometimes lack.
d)
Immediate explanation of headline or develop the headline & visual in a straightforward, factual presentation.
25.
Among the SIX different body copy style. Which one best describe Visual/Picture caption?
a)
Tell a story (situation set-up and product is the solution).
b)
Using illustrations or photos; specially useful for products that have a number of different uses or come in a variety of styles, colors, designs.
c)
Adds the believability that narrative copy sometimes lack.
d)
Immediate explanation of headline or develop the headline & visual in a straightforward, factual presentation.
26.
Among the SIX different body copy style. Which one best describe Device?
a)
Tell a story (situation set-up and product is the solution).
b)
Using illustrations or photos; specially useful for products that have a number of different uses or come in a variety of styles, colors, designs.
c)
Adds the believability that narrative copy sometimes lack.
d)
Uses figure of speech (puns, alliterations, assonance, rhymes), humor or exaggeration.
27.
Please explain SLOGANS / THEME- LINES/ TAGLINES in The key Format elements in print
a)
(1) A seal is awarded inly when a product meets standards established by a particular organization. (2) provides an independent, valued endorsement for the advertiser’s product. (3) logotypes (logo) and signature cuts (sig cuts) are special designs of the advertiser’s company name/company for individuality and quick recognition.
b)
(1) many slogans (also called theme lines or taglines) begin as successful headlines and through continuous use, become standard statements.
(2) TWO basic purposes: (a) provide continuity to a series of ads in a campaign.(b) serve as a brief, repeatable and memorable positioning statement.
(2) TWO basic purposes: (a) provide continuity to a series of ads in a campaign.(b) serve as a brief, repeatable and memorable positioning statement.
c)
(1) smaller than headlines; larger than bodycopy. (2) may appear above/ below the headline. (3) subheads above the headline is called a kicker (or overline). (4) subheads may also appear in the body copy. (5) different color or style, may be underlined. (6) support “interest” step. (7) transition to body copy.
d)
(1) it a logical continuation of the headline and subheadline, only set in smaller type. (2) tells the complete story in the body copy (or text). (3) covers product features, benefits, utility. (4) to grab interest, create credibility, desire and often even the action steps. (5) focus on big idea or clear benefits. (6) seldom read
28.
Please explain SEALS, LOGOS, SIGNATURES, ™, © in The key Format elements in print
a)
(1) A seal is awarded inly when a product meets standards established by a particular organization. (2) provides an independent, valued endorsement for the advertiser’s product. (3) logotypes (logo) and signature cuts (sig cuts) are special designs of the advertiser’s company name/company for individuality and quick recognition.
b)
(1) many slogans (also called theme lines or taglines) begin as successful headlines and through continuous use, become standard statements.
(2) TWO basic purposes: (a) provide continuity to a series of ads in a campaign.(b) serve as a brief, repeatable and memorable positioning statement.
(2) TWO basic purposes: (a) provide continuity to a series of ads in a campaign.(b) serve as a brief, repeatable and memorable positioning statement.
c)
(1) smaller than headlines; larger than bodycopy. (2) may appear above/ below the headline. (3) subheads above the headline is called a kicker (or overline). (4) subheads may also appear in the body copy. (5) different color or style, may be underlined. (6) support “interest” step. (7) transition to body copy.
d)
(1) it a logical continuation of the headline and subheadline, only set in smaller type. (2) tells the complete story in the body copy (or text). (3) covers product features, benefits, utility. (4) to grab interest, create credibility, desire and often even the action steps. (5) focus on big idea or clear benefits. (6) seldom read
29.
Please explain CALL-TO-ACTION / FEEDBACK OPTIONS
in The key Format elements in print
in The key Format elements in print
a)
(1) A seal is awarded inly when a product meets standards established by a particular organization. (2) provides an independent, valued endorsement for the advertiser’s product. (3) logotypes (logo) and signature cuts (sig cuts) are special designs of the advertiser’s company name/company for individuality and quick recognition.
b)
(1) many slogans (also called theme lines or taglines) begin as successful headlines and through continuous use, become standard statements.
(2) TWO basic purposes: (a) provide continuity to a series of ads in a campaign.(b) serve as a brief, repeatable and memorable positioning statement.
(2) TWO basic purposes: (a) provide continuity to a series of ads in a campaign.(b) serve as a brief, repeatable and memorable positioning statement.
c)
(1) usually in the form of cut-out vouchers or corner of print ad, filling in forms and postal corresponding, interaction via social media (Facebook/Twitter/Website), QR code, or just a simple hotline number.
d)
(1) it a logical continuation of the headline and subheadline, only set in smaller type. (2) tells the complete story in the body copy (or text). (3) covers product features, benefits, utility. (4) to grab interest, create credibility, desire and often even the action steps. (5) focus on big idea or clear benefits. (6) seldom read
30.
a)
Slogan
b)
Headline
c)
Seal
d)
Call-to-action
31.
a)
Logotype
b)
Headline
c)
Seal
d)
Call-to-action
32.
a)
Logotype
b)
Headline
c)
Seal
d)
Call-to-action
33.
a)
Call-to-action
b)
Subheadline
c)
Seal
d)
Slogan
34.
a)
Call-to-action
b)
Subheadline
c)
Seal
d)
Slogan
35.
a)
Call-to-action
b)
Subheadline
c)
Seal
d)
Headline
36.
a)
Call-to-action
b)
Subheadline
c)
Seal
d)
Headline
37.
a)
Call-to-action
b)
Subheadline
c)
Body copy
d)
Headline
38.
a)
Logo
b)
Subheadline
c)
Body copy
d)
Slogan
39.
a)
Logo
b)
Subheadline
c)
Body copy
d)
Slogan
40.
Which is the guideline for copywriting for radio?
a)
(1) A seal is awarded inly when a product meets standards established by a particular organization. (2) provides an independent, valued endorsement for the advertiser’s product. (3) logotypes (logo) and signature cuts (sig cuts) are special designs of the advertiser’s company name/company for individuality and quick recognition.
b)
(1) A radio script resembles a two-coloum list (2) Radio writing must be clear (listeners cannot refer back to a missed radio ad) (3) Radio listeners- decide within 5-8 secs whether to pay attention → must be intrusive because people listen while doing somthing else (4) fuidelines for writing radio script (10 sec= 20-25 words/ 20 secs = 40-45 words/ 30sec = 60-70 words/ 60 secs = 130 - 150 words)
c)
(1) A television script also follows the radio copy’s basic two-column format, with slight difference. (2) Uses storyboard for detailed instructions. (3) Creating the concept for a TVC is similar to creating the concepts for print media. (a) Determine the big idea (b) Art director & copywriter must decide what commercial format to use (c) Preparing script containing the necessary copy/dialog + a basic description of any music, sound effect, and/or camera views
d)
(1) it a logical continuation of the headline and subheadline, only set in smaller type. (2) tells the complete story in the body copy (or text). (3) covers product features, benefits, utility. (4) to grab interest, create credibility, desire and often even the action steps. (5) focus on big idea or clear benefits. (6) seldom read
41.
a)
Call-to-action
b)
Subheadline
c)
Seal
d)
Slogan
42.
What are the formats for radio & TV commercials?
a)
(1) Straight Announcement (2) Presenter TV commercials (3) Testimonial (4) Demonstration (5) Musical / Jingle (6) Slice of Life (Problem/Solution) (7) Lifestyle (8) Animation
b)
(1) A radio script resembles a two-coloum list (2) Radio writing must be clear (listeners cannot refer back to a missed radio ad) (3) Radio listeners- decide within 5-8 secs whether to pay attention → must be intrusive because people listen while doing somthing else (4) fuidelines for writing radio script (10 sec= 20-25 words/ 20 secs = 40-45 words/ 30sec = 60-70 words/ 60 secs = 130 - 150 words)
c)
(1) it a logical continuation of the headline and subheadline, only set in smaller type. (2) tells the complete story in the body copy (or text). (3) covers product features, benefits, utility. (4) to grab interest, create credibility, desire and often even the action steps. (5) focus on big idea or clear benefits. (6) seldom read
d)
(1) it a logical continuation of the headline and subheadline, only set in smaller type. (2) tells the complete story in the body copy (or text). (3) covers product features, benefits, utility. (4) to grab interest, create credibility, desire and often even the action steps. (5) focus on big idea or clear benefits. (6) seldom read
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