UNIT- III 1. What are the steps in creative process? 1. fact finding a problem definition b preparation2.

Idea finding a Idea production b idea development 2. List out the step involved Graham wall's creative process of advertising 1. Preparation 2. Incubation 3. Illumination 4. Verification 3. Give out the Alex born's creative Process 1. Orientation 2. Preparation 3. Analysis 4, Ideation 5. Incubation 6. Synthesis 7. Evaluation

3. What are the copy elements?

1. Headline 2. Subhead 3. Body copy 4. Captions 5. Blurb or Balloon 6. Boxes and Panels 4. What are The different types of Headlines a. Direct Promise Headline b. News Headline c. Curiosity a Proactive Headline d. Selective Headline e. Humour Headline f. Comiriand Headline g. Negative Headline 5. What are Various steps involved in copy writing 1. Abstracting 2. Synthesizing 3. Hypothesizing 4. Gestation 5. Coalescence 6. Performance 6. List the different types of copy 1. Sensitive copy 2. Descriptive copy 3. Narrative copy 4. Colloquial copy 5. Humour copy 6. Topical copy 7. Endorsement copy 8. Questioning copy 9. Prestige copy 10 Reason why copy 1 1 .Comparative 12. Intentional copy 7. Give the essentials of a Headline. The Headline should be 1. Original 2. Concise 3. Specific 4. Provocative 5. Unique 8. How the effectiveness of advertisement is made before the original copy?I Pre testing 1. Order of merit test 2. Paired comparison 3. Portfolio test

4. Direct questioning 5. Perceptual meaning studies 6. Inhome Projection lest 7. Trailer Teal 8. Live Telecast test 9. Sales Experiments 10. Physiological testing 9. How the effectiveness of Advertisement sis testing after the reuse of original copy? 1. Recall method 2. Aided recall 3. Penetration test 4. Tactistoscope method 5. Screen method 6. Gall up Robinson Impact test 7. Intend - to - buy test 8. Sales Result test 9. Controlled Experiment 10. Inventory audit. 10. What are the components of a layout? 1. Background 9. Name plate 2. Border 10. Price 3. Caption 11, Product 4-. Coupon 12. Slogan 5. Decoration 13. Space 6. Heading 14. Subheading 7. Illustration 15, Text 8. Mascot 16. Trade mark 11. What are the Factors to be considered in selecting a picture? 1. Clear and meaningful 2. Natural and spontaneous 3. Relevant to Headline 4. Simple 12. What is a Mascot? The Mascot is variously known as the Trade Character or Trade Figure. Ii may be defined as an Illustration of either a real or an imaginary figure or personality introduced into the advertisement to personalize the sales message or the name of the Product or service. 13. What are the basic Elements involved in corporate indenting Programme 1. Name of the organization 2. Communicative name, if different 3. Names of all divisions, subsidiaries and Products 4. Corporate mark 5. Corporate signature 6. Graphic presentation of mark and signature 7. Slogan, phrase 8. Typography

9. Corporate colours 14. What does the logo do for the company? 1. Difference and distinction aid recognition 2. Ownership logically follows the above 3. Pride of Ownership 4. Companys logo is the Corporate signature 5. personatlity of the company and its Produces 15. What do you mean by Jingles? These are catchy little tunes which we pickup and hum quite unconsciously most of the times, like a refrain registered in our brain which refuses to go away. 16. What are the forms of TV commercials? i. Use of film genre ii. Mustc and song iii. Vignettes iv. Endorsement / Testimonials v. Anachronism vi. Colloquial Copy vii. Demonstration viii. Humorous commercials ix. Slice of life x. Real fife situations in slice of life scenes xi Dramatization xii. Animation xiii. Format of TV show/ programme xiv. Role play 17. What is Soap opera? A Soap opera is a radio or television serial drama chiefly characterized by stock domestic situation or often melodramatic or sentimental treatment. It is so called probably for the fact that it was formerly often sponsored by soap manufacturers. 18. What are the stages in TV scripting? i. Conception ii. Synopsis iii. Showing it lo a director iv. Scene Division v. Dialogues, characters, Directors vi. Casting 14 Shooting 19 List down the essentials of a good poster i) Short copy ii) Human interest iii) Single unique idea iv) Avoid subtlety v) Logo and package

20. What is the sequence obtained in movement in layout? AIDCA - Attention, Interest, Desire, Conviction and Action 1. To attract 2. To Interest 3. To kindle destine 4. To arouse conviction 5. To impel action 21. What are the characteristics of a layout? 1. Emphasis on background 2. Emphasis of caption 3. Emphasis of Coupon 4. Emphasis of Heading 5. Emphasis of text 6. Atmosphere 7. Individuality 8. Cardinality 22. What are the characteristics involved in a photographic film? 1. Emulsion 2. Colour sensitivity 3. Film speed 4. Latitude 5. Grain 6. Contrast 23. What are the types of Print? 1. Gloss finish is preferred by many for its shiny finish that makes colour look deeper 2. Matte finish are easier to store in plastic albums to protect the printout 24. What are innovations made in print various innovations are made and commonamong them are 1. Letter press printing 2. Lithography 3. Granure 25. List out the printing process by representative groups. 1. Letter press printing 2. Lithography printing 3. Photogravure printing 26. What are the components involved in printing process 1. Prepress Processing 2. Printing 3. Post press finishing

27. What are the various forms of Radio & TV commercials? 1. Straight announcement 2. Presented commercial

3. Testimonial 4. Demonstration 5. Musical - Jingles 6. Slice of life 7. Animator 28. What are the classifications of organization according to Ad films? The industry is divided into three type of organization. 1. Broadcast organization -Eg:- DD, SUN TV 2. No broadcast Organization - Do not produce; they involve in selling 3. Production houses -- U TV. Radaan. 29. What are the factors to be considered in production of commercial? 1. Live Action 2. Shooting 3. Take of shot 4. Collective work 5. Post Production 6. Video CD transfer 7. Laser tech for sub titling R, Reverse Tele cine 30. What are the components of Layout? i. Background iL Border nt Caption iv. Coupon v. Decoration vL Heading vii. Illustration viii. Mascot ix. Name plate x. Price xi. Product xii. Slogan xni. Space xiv. Sub-heading xv. Text xvi Trade mark 31. List down the formats of Layout i. Big copy Layout ii Big picture Layout iii. Omnibus layout tv. Mortise layout v. Free-form layout vi. Starter layout \ii. Continuity strip

32. What do you mean by Visualization? A process which starts the design of advertisement and result* into the development of a finished ad layout in print. Simply it is the process of designing the advertisement. 33. What is Thumbnail sketches ? Thumbnail sketches also Known as first roughs indicate various elements and their positions in the advertisement. 34. What do you mean by roughs or Visuals. Thumbnails are made into larger sizes called roughs. They are made in actual sizes. 35. What is Comprehensives? Comprehensives or comps are more finished form of roughs. The body copy is pasted. Headline lettering is done more carefully. Photos and illustrations are used. 36. What is visual thinking? Visual thinking is essentially idea visualization. It is a language whose effectiveness depends upon its flexibility and willingness to experiment. 37. What are the activities that are carried out in transforming visualization to layout? Visualization Creative Mental Process Transition from visualization to layout Cut and paste Lettered Comprehensives Thumbnails or First roughs Large size roughs Artwork covered by butter Paper Stereos, Plates, etc. depending on Printing Processes

19. Mention the characteristics of Photographic. a. Emulsion b. Colour Sensitivity c. Fihn speed d. Latitude e. Grain f. Contrast 20. What is Negative? Negative image is an image on the film with tones that are opposite of those of the original subject, so (hat light areas in the original are dark and the dark areas in the original are Light 21. What is Positive image? Positive image is an image on the flim with the tones similar to those in the original subject. 22. What is the principle of lithography? Literally lithography means stone- writing. It works on the principle that oil and water mutually repel each 23. Mention Typographical Measurement,

Point: Approximately 1/72 of an inch. The point size refers to the distance from the top of an ascender to the bottom of a descender. 24. What are the range of shots in Ad film production? a. ECU: Extreme close-up. Eg.. An eye, a finger-nail b. VCU: Very close-up. Eg. Face of the model using particular brand of soap. c. BCU: Big close-up E.g. A toothpaste d. CU: Close-up e. MCU; Medium close-up f. MS: Mid shot g. Shot: Knee: Knee short h. FLS: Full length shot i. LS: Long short j. Extremely Long shot