Question 1

Jay Conrad Levinson describes a meme as:

Accepted Answer

A) short opening paragraph 
B) the offer itself 
C) selfexplanatory symbol 
D) animated graphic 
A) short opening paragraph 
B) the offer itself 
C) selfexplanatory symbol 
D) animated graphic

Question 2

Which of the following phrases does not typify compelling copy?

Accepted Answer

A) "Are you tired of the backbreaking work caring for your lawn?" 
B) "At last…a simple, effective way to rid your house of bugs." 
C) "Do you need more room in your house…or a new roof?" 
D) "Vote for Joe Smith for Mayor." 
A) "Are you tired of the backbreaking work caring for your lawn?" 
B) "At last…a simple, effective way to rid your house of bugs." 
C) "Do you need more room in your house…or a new roof?" 
D) "Vote for Joe Smith for Mayor."

Question 3

Effective radio advertisements contain easy to remember taglines and contain repetition.

Accepted Answer

A) True 
 B)False

Question 4

Online videos are relatively easy to produce and are gaining in popularity with advertisers.

Accepted Answer

A) True 
 B)False

Question 5

In direct marketing, good copy conveys _____.

Accepted Answer

A) advantages 
B) customer needs 
C) benefits 
D) features 
A) advantages 
B) customer needs 
C) benefits 
D) features

Question 6

Which of the following statements is false with regard to the "big idea" in direct response copywriting?

Accepted Answer

A) The big idea should become the company's tagline. 
B) The big idea should be used throughout the promotional campaign. 
C) The big idea should be detailed to convey product specifications. 
D) The big idea is the unique selling point. 
A) The big idea should become the company's tagline. 
B) The big idea should be used throughout the promotional campaign. 
C) The big idea should be detailed to convey product specifications. 
D) The big idea is the unique selling point.

Question 7

The use of ink through color, gloss, intensity, and placement has no effect on the impression of the copy

Accepted Answer

A) True 
 B)False

Jay Conrad Levinson describes a meme as:

Which of the following phrases does not typify compelling copy?

Effective radio advertisements contain easy to remember taglines and contain repetition.

Online videos are relatively easy to produce and are gaining in popularity with advertisers.

In direct marketing, good copy conveys _____.

Which of the following statements is false with regard to the "big idea" in direct response copywriting?

The use of ink through color, gloss, intensity, and placement has no effect on the impression of the copy

Processes and Applications of Direct Marketing

Database Marketing and Customer Relationship Marketing

Lists and Market Segments

Marketing Analytics: Testing and Measurement

The Offer

Print Media

Television, Radio and Digital Video

Mobile, Text and Telephone for Marketing

Digital and Social Media

Businesstobusiness B2B

Fulfillment and Customer Service

Environmental, Ethical and Legal Issues

International Direct and Interactive Marketing

Filters

Exam 6: Creative Message Strategies

Jay Conrad Levinson describes a meme as:

Which of the following phrases does not typify compelling copy?

Effective radio advertisements contain easy to remember taglines and contain repetition.

Online videos are relatively easy to produce and are gaining in popularity with advertisers.

In direct marketing, good copy conveys _____.

Which of the following statements is false with regard to the "big idea" in direct response copywriting?

The use of ink through color, gloss, intensity, and placement has no effect on the impression of the copy

Processes and Applications of Direct Marketing

Database Marketing and Customer Relationship Marketing

Lists and Market Segments

Marketing Analytics: Testing and Measurement

The Offer

Print Media

Television, Radio and Digital Video

Mobile, Text and Telephone for Marketing

Digital and Social Media

Businesstobusiness B2B

Fulfillment and Customer Service

Environmental, Ethical and Legal Issues

International Direct and Interactive Marketing

Filters