Question 1

What was the target market for the Verizon campaign described in the "Hands-On" case at the end of the chapter?

Accepted Answer

A)  suburban youths who text message friends 
B)  moms with kids aged 16 years old and under 
C)  children aged 6 to 10 years old who's parents want phones for security 
D)  multicultural, young entrepreneurial types and those that have a passion for community service 
E)  businesspeople who travel extensively and need a broad based network 
A)  suburban youths who text message friends 
B)  moms with kids aged 16 years old and under 
C)  children aged 6 to 10 years old who's parents want phones for security 
D)  multicultural, young entrepreneurial types and those that have a passion for community service 
E)  businesspeople who travel extensively and need a broad based network D

Question 2

As described in "The Inside Story," what was the Big Idea for the Florida Film Festival's campaign?

Accepted Answer

A)  Traveling unexplored territory 
B)  Make it big 
C)  See a movie, have a party 
D)  Enjoy the trivial 
E)  Small things count 
A)  Traveling unexplored territory 
B)  Make it big 
C)  See a movie, have a party 
D)  Enjoy the trivial 
E)  Small things count A

Question 3

What does the television copywriter have to describe concerning where the action takes place?

Accepted Answer

A)  costume 
B)  props 
C)  lighting 
D)  set 
E)  casting 
A)  costume 
B)  props 
C)  lighting 
D)  set 
E)  casting D

Question 4

Vardaman Toyota routinely shoots television commercials in their car lot. Commercials shot outside the studio are said to be filmed ________.

Accepted Answer

A)  off camera 
B)  on-location 
C)  out-back 
D)  on-the-lot 
E)  remotely 
A)  off camera 
B)  on-location 
C)  out-back 
D)  on-the-lot 
E)  remotely

Question 5

Describe the Big Idea for the Florida Film Festival's campaign featured in "The Inside Story."

Accepted Answer

The answer of Describe the Big Idea for the Florida...

Question 6

As described in "A Matter of Practice," what was the objective of the print advertising developed for the scuba-diving industry?

Accepted Answer

A)  to get divers and nondivers alike to respect the ocean and not litter in the water 
B)  to build a relationship with diving and move people from print to the industry's web site 
C)  to educate nondivers of the beauty and serenity of diving as a sport 
D)  to get divers to dive more frequently 
E)  to get divers and nondivers alike to understand that the ocean is a living thing 
A)  to get divers and nondivers alike to respect the ocean and not litter in the water 
B)  to build a relationship with diving and move people from print to the industry's web site 
C)  to educate nondivers of the beauty and serenity of diving as a sport 
D)  to get divers to dive more frequently 
E)  to get divers and nondivers alike to understand that the ocean is a living thing

Question 7

Which standard approach to writing body copy defines technical information, such as that written for the high-tech and medical industries, into understandable language?

Accepted Answer

A)  straightforward 
B)  narrative 
C)  dialogue 
D)  translation 
E)  explanation 
A)  straightforward 
B)  narrative 
C)  dialogue 
D)  translation 
E)  explanation

Question 8

The storyboard, which is the visual plan or layout of the commercial, shows the number of scenes, the composition of the shots, and the progression of the action.

Accepted Answer

A) True 
 B)False

Question 9

MINI-CASE
Advertisements for a particular brand of soap include the phrase, "Love the skin you're in." Print ads usually show a close-up of a young woman's clean face, and the copy is usually written as if she is telling the reader the benefits of this soap and how soft your skin will feel and how much you will love that feeling. The copy of this ad was translated into several foreign languages so that it could be used globally. However, German women thought it was strange to use the word love in reference to something other than another person because they would never use that strong of a word to describe what the ad was trying to convey.
-Refer to Mini-Case. Name the standard approaches to writing body copy and explain which standard approach the print ad described represents.

Accepted Answer

The answer of MINI-CASE
Advertisements for a particular brand of soap...

Question 10

George's job is to write brochures, pamphlets, and other materials that provide details about his agency's client. The material he develops is used in support of an advertising campaign and is known as ___________.

Accepted Answer

A)  add-on materials 
B)  supplemental literature 
C)  collateral materials 
D)  supplemental materials 
E)  take-aways 
A)  add-on materials 
B)  supplemental literature 
C)  collateral materials 
D)  supplemental materials 
E)  take-aways

Question 11

To grab an Internet surfer's attention, what must the copywriter think about?

Accepted Answer

A)  offering a deal 
B)  using an involvement device 
C)  keeping the writing succinct 
D)  changing the offer frequently 
E)  all of the above 
A)  offering a deal 
B)  using an involvement device 
C)  keeping the writing succinct 
D)  changing the offer frequently 
E)  all of the above

Question 12

Music is really not that important in television advertising.

Accepted Answer

A) True 
 B)False

Question 13

Two paragraphs that get special attention in body copy are the lead and the summary.

Accepted Answer

A) True 
 B)False

Question 14

As described in the chapter's opening vignette, what tagline captured the Big Idea in the campaign to increase milk consumption?

Accepted Answer

A)  Mmm Good 
B)  Milk is good food 
C)  Live life, drink milk 
D)  Got Milk? 
E)  Milk and cookies go together like peanut butter and jelly 
A)  Mmm Good 
B)  Milk is good food 
C)  Live life, drink milk 
D)  Got Milk? 
E)  Milk and cookies go together like peanut butter and jelly

Question 15

Which type of advertising is not considered intrusive because people consult this medium to find out what is on sale and what is happening in their community?

Accepted Answer

A)  magazine 
B)  newspaper 
C)  outdoor 
D)  television 
E)  radio 
A)  magazine 
B)  newspaper 
C)  outdoor 
D)  television 
E)  radio

Question 16

As described in "The Inside Story," what was the Big Idea of the Doritos Checkout Girl commercial?

Accepted Answer

A)  Two couch potatoes eating Doritos while watching a TV program. 
B)  A girl and a guy eating Doritos in a park on a picnic. 
C)  Two guys eating Doritos on a ferris wheel while checking out a cute girl on the ground. 
D)  Flirtatious interaction between two Doritos lovers at a grocery store. 
E)  Sweet interaction between a girl and a boy, 8 years old sharing Doritos. 
A)  Two couch potatoes eating Doritos while watching a TV program. 
B)  A girl and a guy eating Doritos in a park on a picnic. 
C)  Two guys eating Doritos on a ferris wheel while checking out a cute girl on the ground. 
D)  Flirtatious interaction between two Doritos lovers at a grocery store. 
E)  Sweet interaction between a girl and a boy, 8 years old sharing Doritos.

Question 17

The more elaborate the copy, the easier it is to understand and the greater its impact.

Accepted Answer

A) True 
 B)False

Question 18

Good body copy keeps people's interest so they continue reading past the headline.

Accepted Answer

A) True 
 B)False

Question 19

What was the objective and the results of the milk campaign described in the chapter's opening and closing vignettes?

Accepted Answer

The answer of What was the objective and the results...

Question 20

An advertisement for an exercise bike exclaimed "Get fit as a fiddle!" What does this headline suffer from?

Accepted Answer

A)  adese 
B)  corniness 
C)  brag-and-boast copy 
D)  your-name-here copy 
E)  copyright violation 
A)  adese 
B)  corniness 
C)  brag-and-boast copy 
D)  your-name-here copy 
E)  copyright violation

What was the target market for the Verizon campaign described in the "Hands-On" case at the end of the chapter?

As described in "The Inside Story," what was the Big Idea for the Florida Film Festival's campaign?

What does the television copywriter have to describe concerning where the action takes place?

Vardaman Toyota routinely shoots television commercials in their car lot. Commercials shot outside the studio are said to be filmed ________.

Describe the Big Idea for the Florida Film Festival's campaign featured in "The Inside Story."

As described in "A Matter of Practice," what was the objective of the print advertising developed for the scuba-diving industry?

Which standard approach to writing body copy defines technical information, such as that written for the high-tech and medical industries, into understandable language?

The storyboard, which is the visual plan or layout of the commercial, shows the number of scenes, the composition of the shots, and the progression of the action.

George's job is to write brochures, pamphlets, and other materials that provide details about his agency's client. The material he develops is used in support of an advertising campaign and is known as ___________.

To grab an Internet surfer's attention, what must the copywriter think about?

Music is really not that important in television advertising.

Two paragraphs that get special attention in body copy are the lead and the summary.

As described in the chapter's opening vignette, what tagline captured the Big Idea in the campaign to increase milk consumption?

Which type of advertising is not considered intrusive because people consult this medium to find out what is on sale and what is happening in their community?

As described in "The Inside Story," what was the Big Idea of the Doritos Checkout Girl commercial?

The more elaborate the copy, the easier it is to understand and the greater its impact.

Good body copy keeps people's interest so they continue reading past the headline.

What was the objective and the results of the milk campaign described in the chapter's opening and closing vignettes?

An advertisement for an exercise bike exclaimed "Get fit as a fiddle!" What does this headline suffer from?

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

The Creative Side and Message Strategy

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters

Exam 13: Copywriting

What was the target market for the Verizon campaign described in the "Hands-On" case at the end of the chapter?

As described in "The Inside Story," what was the Big Idea for the Florida Film Festival's campaign?

What does the television copywriter have to describe concerning where the action takes place?

Vardaman Toyota routinely shoots television commercials in their car lot. Commercials shot outside the studio are said to be filmed ________.

Describe the Big Idea for the Florida Film Festival's campaign featured in "The Inside Story."

As described in "A Matter of Practice," what was the objective of the print advertising developed for the scuba-diving industry?

Which standard approach to writing body copy defines technical information, such as that written for the high-tech and medical industries, into understandable language?

The storyboard, which is the visual plan or layout of the commercial, shows the number of scenes, the composition of the shots, and the progression of the action.

George's job is to write brochures, pamphlets, and other materials that provide details about his agency's client. The material he develops is used in support of an advertising campaign and is known as ___________.

To grab an Internet surfer's attention, what must the copywriter think about?

Music is really not that important in television advertising.

Two paragraphs that get special attention in body copy are the lead and the summary.

As described in the chapter's opening vignette, what tagline captured the Big Idea in the campaign to increase milk consumption?

Which type of advertising is not considered intrusive because people consult this medium to find out what is on sale and what is happening in their community?

As described in "The Inside Story," what was the Big Idea of the Doritos Checkout Girl commercial?

The more elaborate the copy, the easier it is to understand and the greater its impact.

Good body copy keeps people's interest so they continue reading past the headline.

What was the objective and the results of the milk campaign described in the chapter's opening and closing vignettes?

An advertisement for an exercise bike exclaimed "Get fit as a fiddle!" What does this headline suffer from?

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

The Creative Side and Message Strategy

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters