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”