Chapter 09 – Creative Execution: Art and Copy
Chapter 09
Creative Execution: Art and Copy
1. (p. 223) Once the best ad design is chosen, the layout serves as a blueprint.
2. (p. 223) In terms of the roles of the advertising artists, the roles played by photographers and
illustrators are very different.
Chapter 09 – Creative Execution: Art and Copy
Essay Questions
26. (p. 223) List the three reasons why art directors use layouts.
27. (p. 225) What is the difference between a rough layout and a thumbnail sketch?
28. (p. 231) Name any four rules of the layout that an artist must follow when creating an ad.
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32. (p. 241) What is the copywriter’s role in creating a broadcast commercial?
33. (p. 242) List the eight basic formats for radio and TV commercials.
34. (p. 244) Imagine you are creating a commercial for a hybrid car and need background music.
What are the three sources you can use to locate the appropriate music? Which method would
most likely be the least expensive?
