Spring 2017 (COMM 3311-001) PR & Advertising Copywriting Due 2/27/Monday

Prof. Suya Yin

Chapter 10: Television Advertising

Reading Assignment (4)

Name __________________ Score__________________ /36

Draw a circle around the letter next to the best possible answer to the question. There is only
one correct answer to each question.

1. Which of the following statements is NOT true regarding television as an advertising

medium?
a. Advertisers such as Ford, Toyota and Comcast spend millions of dollars annually on
advertising in this medium.
b. In 2013, cable television accounted for the largest portion of the total advertising
expenditures.
c. Television is a preferred medium, especially by national advertisers.
d. In 2013, total advertising expenditures for television was more than $74 billion.

2. Which of the following statements is true about the ongoing changes to television
advertising?
a. fewer people, especially young people, are watching programs on television
b. today, banners and streaming video accounts for most of the online advertising placed
with television networks and stations
c. both a & b
d. neither a nor b

3. Laptops, desktops, tablets, and smartphones have allowed consumers to receive

programming through __________.
a. broadband
b. clouds
c. Wi-Fi
d. all of the above

4. Today, the __________ commercial is the standard.

a. 15-second
b. 30-second
c. 10-second
d. 5-second

5. The MOST IMPORTANT advantage of television as an advertising medium is that

__________.
a. it offers action or motion, color as well as black and white, sight, and sound
b. it enjoys a certain amount of prestige that may enhance the advertisers message
c. it engages the viewers emotions
d. it can help create an image for the advertiser and the advertisers product or service

6. Which of the following is a disadvantage of television as an advertising medium?

a. Television may require multiple exposure in order to rise above the clutter.
b. Television audiences have become more fragmented.
c. Commercial breaks in television have increased in length and number.
Spring 2017 (COMM 3311-001) PR & Advertising Copywriting Due 2/27/Monday
Prof. Suya Yin

d. all of the above

7. Digital cameras are preferred for all of the following reasons except that __________.
a. the results usually are faster to produce
b. personnel can view what has been shot and do retakes, if necessary, almost
immediately
c. a lot of thought and production time went into producing digital commercials
d. digital commercials are inexpensive

8. __________ is the most believable technique because it is realistic in the sense that
viewers can relate the TV commercials message to their experiences.
a. Live action
b. Animation
c. Stop Action
d. none of the above

9. Live action refers to __________ being shot and recorded.

a. products
b. settings
c. people
d. all of the above

10. __________ commercials may be appropriate and believable when the intended consumers
are children.
a. Animation
b. Live action
c. Motion
d. a & b only

11. Which of the following statements is NOT true about stop action or motion commercials?
a. They are expensive to produce.
b. The Pillsbury Doughboy is a start in its own right.
c. The California Raisins have remained popular.
d. Numerous shots are required for each second of picture.

12. __________ is used to show part of the product or its package, such of the products name.
a. Close-up
b. Extreme close-up
c. Medium shot
d. Long shot

13. Which of the following camera shots reveals not only the people and the objects but part of
the background or setting as well?
a. medium long shot
b. extreme long shot
c. long shot
d. medium shot

14. Which of the following statements is NOT true about camera movements?
a. A pan follows an object as it moves.
b. Close-ups to long shots can be done with a zoom lens.
Spring 2017 (COMM 3311-001) PR & Advertising Copywriting Due 2/27/Monday
Prof. Suya Yin

c. Trucks takes more time than a pan.

d. A pan can always accomplish what is called for in a commercial.

15. __________ is the simplest and most popular transition.

a. Cut or take
b. Dissolve
c. Fade
d. Wipe

16. Fades are usually employed at the __________ of television commercials.

a. beginnings
b. endings
c. both a & b
d. neither a nor b

17. A wipe can be __________.

a. horizontal
b. vertical
c. diagonal
d. all of the above

18. __________ refers to combining or matting individuals or products with another scene or
background.
a. Chromakey
b. Freeze frame
c. Key insert
d. Matte

19. Freeze frame is usually done __________ of a commercial.

a. at the beginning
b. at the end
c. both a & b
d. neither a nor b

20. __________ is similar to chromakey.

a. Split screen
b. Matte
c. Super
d. Key insert

21. Which of the following special effects is a strong means for expressing a major selling
point for benefit?
a. super
b. chromakey
c. key insert
d. matte

22. Which of the following statements is NOT true about showing the product?
a. It should be the most important element in the commercial.
b. The copywriter should show the product often and long enough for it to register in the
consumers mind.
Spring 2017 (COMM 3311-001) PR & Advertising Copywriting Due 2/27/Monday
Prof. Suya Yin

c. The last scene will in all likelihood close on the product.

d. In a typical 30-second commercial, the product will be shown once or twice.

23. __________ format works best when a product can be demonstrated to solve a problem
that has been introduced.
a. The demonstration
b. The problem/solution
c. The slice of life
d. The testimonial

24. When using the problem/solution format, a copywriter should take all of the following
elements into consideration except that __________.
a. the problem must be realistic
b. the demonstration should be dramatic
c. the problem can be unrealistic
d. the product name is mentioned several times

25. When using a slice-of-life format, a copywriter must think all of the following except that
__________.
a. the product should become central to the plot of the story
b. the intended consumers attention is captured in the first few seconds
c. the intended consumers attention is captured in the last few seconds
d. the products major benefit to the consumer is conveyed

26. When using the testimonial format, the celebrity selected __________.
a. should not have appeared in too many commercials
b. should be someone who would use the product
c. should bring value to the commercials sales message
d. all of the above

27. In the __________ format, the entire message must be presented in lyrics set to music.
a. presenter or spokesperson
b. musical or jingle format
c. testimonial or endorsement
d. slice of life

28. Which of the following statements is NOT true about humor in TV commercials?
a. Sales are not necessarily related to humor in commercials.
b. Humor can be used successfully to capture the consumers attention.
c. Humor has to be in commercials whatsoever in order for the product to appeal to the
intended consumer.
d. Humor must be integral to the sales messages.

29. When using humor, a copywriter should ask all of the following questions except
__________.
a. Does the humor relate to the product?
b. Doe it attract attention to itself?
c. Does it make light of or insult the product or its value to the intended consumer?
d. Does it help sell the product?
Spring 2017 (COMM 3311-001) PR & Advertising Copywriting Due 2/27/Monday
Prof. Suya Yin

30. Sex or sex appeal should be used only in commercials in which a sexy product such as
__________ is being advertised.
a. perfume, cologne
b. cosmetics
c. undergarments
d. all of the above

31. Ogilvy has suggested that the test for using sex or sex appeal in an advertisement is
__________.
a. relevance
b. creativity
c. message
d. strategy

32. In a TV script, what is actually spoken should be type in __________.

a. all capital letters
b. abbreviations
c. upper- and lower- case letters
d. a & b only

33. Storyboards usually have which of the following components?

a. images of the major scenes
b. a description of the major scenes or what will be seen (VIDEO)
c. a description of what will be hear (AUDIO)
d. all of the above

34. Before a copywriter attempts to write a script for a television commercial, all of the
following elements must be considered except __________.
a. the opening
b. the voice over
c. the major selling point
d. the product or service

35. The copywriter must make certain that __________ is identified and emphasized several
times, not just one, in the commercial.
a. the slogan or tagline
b. the major selling point or benefit
c. the message strategy
d. the contact information

36. To make the product the star in the commercial, the copywriter should consider using all of
the following tactics except for __________.
a. using close-up shots of the product
b. mentioning the product by name server times throughout the commercial
c. using humor or sex appeal to attract attention
d. winding up on the product in the final scene or shot