MKT 4123 – Advertising Final Exam Study Guide *Terms in quotation marks refer to a specific slide with the same heading Chapter 12 – Copywriting “The Creative Team” Definition of Copywriting “Creative Plan” What is a Headline? “The Headline: Functions” “The Headline: Guidelines” What is a Subhead? “Subheads: Guidelines” “The Body Copy: Techniques” “The Body Copy: Guidelines” “Writing Radio Copy Formats” “Writing Radio Copy: Guidelines” What does a radio script look like? Storyboards “Television Advertising Formats” Creative Pyramid Selecting a Typeface What is the most important consideration in selecting a typeface? What is the most popular type group? What is a type family? Read over all slides for this section The Psychological Impact of Color Look over all slides Be familiar with basics of what each color stands for Chapter 13 – Art Direction & Production Definition of Illustration Purposes of Illustration “Illustration Components” Principles of Design o Balance—formal & informal o Proportion o Order o Unity o Emphasis “Layout”—thumbnail, rough layout, comprehensive, dummy “Creative Guidelines for TV Advertising” “TV Production Options”