Video Ads and Commercial Commercial Ads 2 — Questions and Answers
Question 1: What is the primary purpose of a 'call to action' (CTA) in a TV commercial?
- To entertain the audience
- To prompt viewers to take a specific next step (Correct answer)
- To introduce the brand logo
- To display legal disclaimers
Correct answer: To prompt viewers to take a specific next step
A CTA directs viewers to take a measurable action such as visiting a website, calling a number, or making a purchase.
Question 2: Which commercial format typically shows a problem followed by a product solving it?
- Testimonial format
- Lifestyle format
- Problem-solution format (Correct answer)
- Comparison format
Correct answer: Problem-solution format
The problem-solution format establishes audience pain points first, then positions the product as the answer.
Question 3: What does 'reach' measure in a commercial advertising campaign?
- The number of times one person sees the ad
- The number of unique individuals exposed to the ad (Correct answer)
- The total cost of the campaign
- The geographic distance the ad covers
Correct answer: The number of unique individuals exposed to the ad
Reach counts distinct viewers or households exposed to an advertisement at least once.
Question 4: In commercial production, what is a 'storyboard'?
- A script written in dialogue form
- A visual sequence of panels illustrating each shot before filming (Correct answer)
- A list of actors and crew members
- The final edited version of a commercial
Correct answer: A visual sequence of panels illustrating each shot before filming
A storyboard is a pre-production tool that maps out each scene visually so the team can plan the shoot.
Question 5: What advertising concept describes the number of times an average viewer is exposed to a commercial?
- Reach
- Frequency (Correct answer)
- Impressions
- GRP
Correct answer: Frequency
Frequency measures average exposure per person, helping advertisers gauge repetition and brand recall.
Question 6: Which US regulatory body primarily oversees truth-in-advertising standards for commercials?
- FCC
- FDA
- FTC (Correct answer)
- SEC
Correct answer: FTC
The Federal Trade Commission (FTC) enforces truth-in-advertising laws, ensuring commercial claims are substantiated and not deceptive.
Question 7: What is 'dayparting' in the context of TV commercial scheduling?
- Splitting a 30-second spot into two 15-second ads
- Purchasing ad time in specific time slots based on audience demographics (Correct answer)
- Rotating different versions of a commercial throughout a day
- Buying commercial time across multiple broadcast days
Correct answer: Purchasing ad time in specific time slots based on audience demographics
Dayparting targets specific time windows (morning, prime time, late night) to reach the most relevant audience segments.
Video Ads and Commercial Commercial Ads 2
What is the primary purpose of a 'call to action' (CTA) in a TV commercial?