Exam 9: Promotional Writing

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

In a television ad,where does the action take place?

An advertisement for an exercise bike states,"Get fit as a fiddle fast!" Which of the following literary techniques is most likely used in this advertisement?

Which of the following is an example of a corporate publication?

Display copy includes the elements that are designed to be read and absorbed,such as the text of the ad message and captions.

________ includes all elements that readers see in their initial scanning; these elements are set in larger type size than other elements of a print ad.

Banner ads normally invite viewers to click on the banner to link to an ad or the advertiser's home page.The effectiveness of such efforts is monitored in part by the number of ________.

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.

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

Describe the purpose of collateral materials.

Experts suggest that copywriters use no less than 20 words in outdoor advertising copy.

Name and describe the types of direct- and indirect-action headlines.

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

Which of the following is a tool of radio advertising?

A(n)________ is used when an announcer who is not visible describes some kind of action taking place on the screen.

Which paragraph(s)most likely gets special attention in body copy?

In which print medium can ads be more informative and carry longer copy?

The principles of good copywriting are not really applicable to Web ads.

What is the most important characteristic of copywriting for outdoor advertising?

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