Chapter 09 – Creative Strategy: Implementation and Evaluation
71. (p. 306) Timberland Co. sells all-weather gear. For its advertising, it has developed an
imaginary place called Timber Land, which is a Utopian setting of extraordinary landscapes
and crystal-clear water. Its ads use a(n) _____ execution style to get the audience to envision
themselves in Timber Land.
72. (p. 307) Dramatization is particularly well suited for which type of medium?
Chapter 09 – Creative Strategy: Implementation and Evaluation
73. (p. 307) _____ is an advertising execution technique whereby the focus is on using
excitement and suspense to tell a short story with the product as the star of the ad.
74. (p. 307) The state of Colorado runs an ad which shows an obviously scared third grader
getting ready to go on stage for his first public stage appearance. He is dressed to look like a
carrot. The ad tells the reader that being a third grader is much more stressful than we
remember and causes us to have great sympathy for the young man dressed in the ridiculous
costume. The tag line at the end of the ad reads, “Your kids need a carefree Colorado vacation
as much as you do.” This is an example of the:
Chapter 09 – Creative Strategy: Implementation and Evaluation
75. (p. 307) An ad for Ford Focus shows four college-aged students hunting for a parking place
in a large, nearly full parking garage. When they finally find a spot and put the car in place,
they discover that it is such a tight fit that they can’t open the car doors to get out. A moment
of concern is followed by a moment of enlightenment when one of them remembers the
hatchback. The commercial ends with them all leaving the parked car through the hatchback.
This commercial is a(n):
76. (p. 310) Which of the following is a basic component of a print advertisement?
Chapter 09 – Creative Strategy: Implementation and Evaluation
77. (p. 310) _____ are words in the leading position of a print advertisement that are likely to be
read first.
78. (p. 310) Research has shown that the first thing people look at in a print ad is the:
Chapter 09 – Creative Strategy: Implementation and Evaluation
79. (p. 310) Many advertising experts consider the most important part of a print ad to be the:
80. (p. 311) Headlines that are very straightforward and informative in the message they are
presenting are known as _____ headlines.
Chapter 09 – Creative Strategy: Implementation and Evaluation
81. (p. 311) When an advertiser has something important or new to announce to a target
audience. A(n) _____ headline will be used.
82. (p. 311) The headline reads, “Introducing new Crayola Washable Crayons for the youngest
artist in your gallery.” This is an example of a(n) _____ headline.
Chapter 09 – Creative Strategy: Implementation and Evaluation
83. (p. 311) Which of the following statements describe a potential problem associated with the
use of indirect headlines in a print ad?
84. (p. 311) A print ad for the Apple Cider Vinegar Diet used the headline, “Maybe Eve was on
to something.” This is an example of a(n):
Chapter 09 – Creative Strategy: Implementation and Evaluation
85. (p. 311) A print ad for Wilson Ultra golf balls used the headline “Do you ever wonder why
John Daly can hit a golf ball so far?” This is an example of a(n):
86. (p. 311) Underneath the headline, “Fully Loaded,” in the ad for Browning shotguns was “Our
most comprehensive line of autoloading shotguns ever.” The second statement was printed in
a typeface larger than the body copy but smaller than the headline. The second statement in
the ad is an example of a:
Chapter 09 – Creative Strategy: Implementation and Evaluation
87. (p. 311) _____ are secondary headlines that usually appear in a type size smaller than the
main headline but larger than the body copy of a print ad.
88. (p. 311) _____ are the print ad components used to break up large amounts of copy and
highlight key selling points.
Chapter 09 – Creative Strategy: Implementation and Evaluation
89. (p. 312) What is the main text portion of a print ad called?
90. (p. 312) The _____ is considered the heart of a print ad but is often difficult to get readers to
attend to.
Chapter 09 – Creative Strategy: Implementation and Evaluation
91. (p. 313) When deciding on the visual portion of a print ad, an advertiser must determine:
92. (p. 313) The physical arrangement of the various parts of an ad including headlines,
subheads, illustrations, body copy and identifying marks is known as:
Chapter 09 – Creative Strategy: Implementation and Evaluation
93. (p. 313) A copywriter can determine how much space he or she has to work with and how
much copy to write after seeing the print ad’s:
94. (p. 314) The audio portion of a commercial is often presented through the use of a(n):
Chapter 09 – Creative Strategy: Implementation and Evaluation
95. (p. 314) _____ is an occupational term in the advertising and music industries that refers to
prefabricated, multipurpose music that is often used as the background audio portion of a
commercial.
96. (p. 314) The use of actor James Garner’s voice reading poetry in a series of automobile
commercials is an example of a:
Chapter 09 – Creative Strategy: Implementation and Evaluation
97. (p. 315) _____ are catchy songs about a product or service that usually carry the advertising
theme and a simple message.
98. (p. 318) A written version of a television commercial that provides a detailed description of
its video and audio content is known as a:
Chapter 09 – Creative Strategy: Implementation and Evaluation
99. (p. 319) Once the basic script for a television commercial has been conceived, the writer and
the art director get together to produce a ____, a series of drawings used to present the visual
plan or layout of the commercial.
100. (p. 319) During which stage of commercial production process do activities such as editing,
recording of sound effects, audio/video mixing, and agency approval occur?
Chapter 09 – Creative Strategy: Implementation and Evaluation
101. (p. 322) During the 1999 Super Bowl, many people saw and remembered the ad that
showed former Superman star and then wheelchair-bound Christopher Reeves walking to a
podium to receive an award. Few people remember the product being advertised because the:
102. (p. 322) Which of the following questions should be used as a criterion when evaluating
creative output?