Exam 9: Copywriting

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

The most important element in radio advertising is the human voice.

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

Brochures, pamphlets, and other materials that provide detail about a product, company, or event are known as ________.

Describe the purpose of product literature. What are the identifying characteristics of product literature?

Slang is usually effective in radio advertising.

An assertion headline politely tells the reader to do something.

Compare and contrast copywriting for radio and copywriting for television.

Standardizing the copy content by translating the appeal to the language of the foreign market is fraught with possible communication blunders.

Association headlines use image and lifestyle to get attention and build interest.

Jane is interning at an advertising agency for the summer, and she is assisting a television copywriter named Harold. To help her get started, Harold provides her with some general principles that are relevant for most effective television commercials. List three of the principles he could have discussed with her.

Copywriters working on a radio commercial use a standard ________ format to write the copy to certain time blocksincluding all the words, dialogue, lyrics, sound effects, instructions, and descriptions.

A headline for a magazine ad states "Lose up to 10 pounds this weekend!" Which type of headline does this best represent?

________ are sectional headlines that can be used to break up a mass of "gray" type in a large block of copy.

Formulaic advertising copy, called adese, violates guidelines for writing effective copy described in this chapter.

A magazine ad for Geico car insurance asks, "How Could You Save Over $200 on Car Insurance?" with a subhead of "The answer is @ your fingertips." The ad then goes on to explain how in just minutes you can get an accurate quote when you visit Geico's web site. Identify and describe the type of headline this illustrates.

Radio advertising relies on conversational style and vernacular language.

One way to make banner ads more effective is to change the offer frequently, perhaps even daily.

Which of the following is another name for the first paragraph of the body copy?

The person who shapes and sculpts the words in an advertisement is called the creative director.