Chapter 11 - Executing the Creative

Chapter 11 – Executing the Creative

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. Though at one time the creative team consisted of an art director and a single copywriter, today it is composed of art directors, copywriters, media planners, and account planners.

ANS:  T                    DIF:    Easy               REF:   p. 371             OBJ:   11-1

NAT:  AACSB Analytic | CB&C Model Creativity                      TYP:   Knowledge

2. The four main components of print copy are text, slogan, headline, and tagline.

ANS:  F                    DIF:    Easy               REF:   p. 376             OBJ:   11-2

NAT:  AACSB Analytic | CB&C Model Creativity                      TYP:   Knowledge

3. An ad for a microwave popcorn features the headline, “If you want a snack, have a wholesome snack.” This straightforward headline has the purpose of selecting the audience.

ANS:  F                    DIF:    Moderate       REF:   p. 377             OBJ:   11-2

NAT:  AACSB Analytic | CB&C Model Customer                       TYP:   Application

4. In very large print, centered at the top of the magazine page, is just the word “COAST.” A short block of copy and photo complete the ad for Coast bar soap. This one-word headline is designed simply to identify the brand and reinforce brand-name recognition.

ANS:  T                    DIF:    Moderate       REF:   p. 378             OBJ:   11-2

NAT:  AACSB Communication | CB&C Model Creativity           TYP:   Application

5. In a print ad, the subhead serves basically the same purpose as the headline.

ANS:  T                    DIF:    Easy               REF:   p. 379             OBJ:   11-2

NAT:  AACSB Communication | CB&C Model Creativity           TYP:   Knowledge