Question 1

To be effective,a headline needs to interrupt readers' scanning and get their attention,present the selling premise,and lead to conviction.

Accepted Answer

A) True 
 B)False  False

Question 2

According to creative professionals,which type of audience member responds best to humor in advertising copy?

Accepted Answer

A) younger male 
B) younger female 
C) middle-aged male 
D) middle-aged female 
E) retired adult 
A) younger male 
B) younger female 
C) middle-aged male 
D) middle-aged female 
E) retired adult A

Question 3

What is the most common form of online advertising?

Accepted Answer

A) blogs 
B) native advertising 
C) pop-ups 
D) email ads 
E) banners 
A) blogs 
B) native advertising 
C) pop-ups 
D) email ads 
E) banners E

Question 4

Which copy element develops the sales message,states the argument,summarizes the proof,and provides an explanation?

Accepted Answer

A) headline 
B) subhead 
C) caption 
D) body copy 
E) display copy 
A) headline 
B) subhead 
C) caption 
D) body copy 
E) display copy

Question 5

Public relations news and feature stories are written and distributed to external media in a ready-to-publish format called a ________.

Accepted Answer

A) creative brief 
B) news release 
C) script 
D) storyboard 
E) press kit 
A) creative brief 
B) news release 
C) script 
D) storyboard 
E) press kit

Question 6

The key set is what sticks in the mind and becomes the image that viewers remember when they think about the commercial.

Accepted Answer

A) True 
 B)False

Question 7

Why is language more important in an advertisement for a high-involvement product than for a low-involvement product?

Accepted Answer

A consumer spends very little time think

Question 8

A command headline politely tells the reader to do something.

Accepted Answer

A) True 
 B)False

Question 9

A commercial's ________ refers to how fast or slowly the action progresses.

Accepted Answer

A) storytelling 
B) action 
C) direction 
D) key frame 
E) pace 
A) storytelling 
B) action 
C) direction 
D) key frame 
E) pace

Question 10

A Johnson & Johnson campaign for the company's "Healthy People" initiative includes posters with the headline "Keep your spirit pure" with no additional information in the headline.This is an example of a(n)________ headline.

Accepted Answer

A) how-to 
B) indirect 
C) action 
D) news 
E) identifying 
A) how-to 
B) indirect 
C) action 
D) news 
E) identifying

Question 11

How are banner ads similar to outdoor advertising?

Accepted Answer

Like outdoor ads,banner ads must quickly

Question 12

In preparation for the filming of a television ad for a new line of organic coffee,Tara has analyzed the auditions of 10 actors and actresses who hope to play one of the two characters in the commercial.Tara is in the process of ________.

Accepted Answer

A) framing 
B) casting 
C) storyboarding 
D) photoboarding 
E) scripting 
A) framing 
B) casting 
C) storyboarding 
D) photoboarding 
E) scripting

Question 13

The storyboard is the visual plan or layout of the commercial.

Accepted Answer

A) True 
 B)False

Question 14

________ includes the elements in a print ad that are designed to be read and absorbed.

Accepted Answer

A) Body copy 
B) Display copy 
C) Adese 
D) Brag-and-boast copy 
E) News copy 
A) Body copy 
B) Display copy 
C) Adese 
D) Brag-and-boast copy 
E) News copy

Question 15

The internet is more interactive than any other mass medium,so internet writers must be able to both attract people to a brand and manage a dialogue-based communication experience.

Accepted Answer

A) True 
 B)False

Question 16

Storytelling is one way that copywriters can present action in a television commercial more powerfully than in other media.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following copy elements in a print ad is a sentence that floats around the visual,usually with a line or arrow pointing to some specific element in the visual that it names and explains?

Accepted Answer

A) caption 
B) overline 
C) underline 
D) call-out 
E) tagline 
A) caption 
B) overline 
C) underline 
D) call-out 
E) tagline

Question 18

A line at the end of an ad that encourages people to respond and gives information on how to respond is called a(n)________.

Accepted Answer

A) underline 
B) caption 
C) call to action 
D) overline 
E) call-out 
A) underline 
B) caption 
C) call to action 
D) overline 
E) call-out

Question 19

Which of the following is NOT a technique used in television copy?

Accepted Answer

A) action 
B) demonstration 
C) storytelling 
D) emotion 
E) underline 
A) action 
B) demonstration 
C) storytelling 
D) emotion 
E) underline

Question 20

Headlines can be grouped into which two general categories?

Accepted Answer

A) call-outs and calls to action 
B) overlines and underlines 
C) taglines and slogans 
D) direct action and indirect action 
E) display and body 
A) call-outs and calls to action 
B) overlines and underlines 
C) taglines and slogans 
D) direct action and indirect action 
E) display and body

To be effective,a headline needs to interrupt readers' scanning and get their attention,present the selling premise,and lead to conviction.

According to creative professionals,which type of audience member responds best to humor in advertising copy?

What is the most common form of online advertising?

Which copy element develops the sales message,states the argument,summarizes the proof,and provides an explanation?

Public relations news and feature stories are written and distributed to external media in a ready-to-publish format called a ________.

The key set is what sticks in the mind and becomes the image that viewers remember when they think about the commercial.

Why is language more important in an advertisement for a high-involvement product than for a low-involvement product?

A command headline politely tells the reader to do something.

A commercial's ________ refers to how fast or slowly the action progresses.

A Johnson & Johnson campaign for the company's "Healthy People" initiative includes posters with the headline "Keep your spirit pure" with no additional information in the headline.This is an example of a(n)________ headline.

How are banner ads similar to outdoor advertising?

In preparation for the filming of a television ad for a new line of organic coffee,Tara has analyzed the auditions of 10 actors and actresses who hope to play one of the two characters in the commercial.Tara is in the process of ________.

The storyboard is the visual plan or layout of the commercial.

________ includes the elements in a print ad that are designed to be read and absorbed.

The internet is more interactive than any other mass medium,so internet writers must be able to both attract people to a brand and manage a dialogue-based communication experience.

Storytelling is one way that copywriters can present action in a television commercial more powerfully than in other media.

Which of the following copy elements in a print ad is a sentence that floats around the visual,usually with a line or arrow pointing to some specific element in the visual that it names and explains?

A line at the end of an ad that encourages people to respond and gives information on how to respond is called a(n)________.

Which of the following is NOT a technique used in television copy?

Headlines can be grouped into which two general categories?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 10: Promotional Writing

To be effective,a headline needs to interrupt readers' scanning and get their attention,present the selling premise,and lead to conviction.

According to creative professionals,which type of audience member responds best to humor in advertising copy?

What is the most common form of online advertising?

Which copy element develops the sales message,states the argument,summarizes the proof,and provides an explanation?

Public relations news and feature stories are written and distributed to external media in a ready-to-publish format called a ________.

The key set is what sticks in the mind and becomes the image that viewers remember when they think about the commercial.

Why is language more important in an advertisement for a high-involvement product than for a low-involvement product?

A command headline politely tells the reader to do something.

A commercial's ________ refers to how fast or slowly the action progresses.

A Johnson & Johnson campaign for the company's "Healthy People" initiative includes posters with the headline "Keep your spirit pure" with no additional information in the headline.This is an example of a(n)________ headline.

How are banner ads similar to outdoor advertising?

In preparation for the filming of a television ad for a new line of organic coffee,Tara has analyzed the auditions of 10 actors and actresses who hope to play one of the two characters in the commercial.Tara is in the process of ________.

The storyboard is the visual plan or layout of the commercial.

________ includes the elements in a print ad that are designed to be read and absorbed.

The internet is more interactive than any other mass medium,so internet writers must be able to both attract people to a brand and manage a dialogue-based communication experience.

Storytelling is one way that copywriters can present action in a television commercial more powerfully than in other media.

Which of the following copy elements in a print ad is a sentence that floats around the visual,usually with a line or arrow pointing to some specific element in the visual that it names and explains?

A line at the end of an ad that encourages people to respond and gives information on how to respond is called a(n)________.

Which of the following is NOT a technique used in television copy?

Headlines can be grouped into which two general categories?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters