Deck 17: Advertising Copywriting

Question 1

Advertising is an element of both marketing and public relations, a tool of persuasive communication used by organizations trying to promote a product or service, cause or idea.

Answer 1

True

Question 2

Creating a successful ad that strikes a responsive chord in the potential consumer is strictly intuition. No amount of research will ever lead to a successful ad.

Answer 2

False

Question 3

The most obvious form of promotional writing is

Answer 3

commercial advertising,Involves the use of purchased broadcast time or print space to promote a product or promote a service or idea.

Question 4

The two general types of advertising are consumer (product) advertising and public relations (image) advertising.

Question 5

Consumer advertising can be of three types. Identify and briefly define each:

Question 6

Public relations advertising takes on various forms and serves many different purposes related to the public image of an organization and public support for its messages. Identify and briefly define the four major types:

Question 7

What are some of the guidelines for developing an effective visual message?

Question 8

What's an advertorial?

Question 9

The basic principles of advertising copywriting match those of public relations writing: Be brief, clear and easy to understand. Write about things that interest readers, and focus on benefits to them. Make sure the copy includes specific references and details. Make the writing believable and relevant to your audience.

Question 10

While the guidelines for effective print ads hold true for radio and television commercials, broadcast advertisements feature active and dynamic images, challenging the advertiser to make effective use of broadcasting's communication potential.

Question 11

Invariably, one of the most effective forms of ads, especially for nonprofit organizations with small budgets, is that of the celebrity endorsement.

Question 12

Humor is another effective for of advertising. Humor is universal, and thus humorous ads are guaranteed to be effective over a long period of time.

Question 13

As with news reporting, there are legal limitations for advertising. What are some things to do or avoid doing?

Question 14

What is a copy platform and what are its component elements?

Question 15

What are the most popular types of online advertising?

Question 16

Internet advertising lies at the convergence of mobile communications and social media where those who are younger and better-educated are living online, using the Internet to gather information and make decisions on everything.

Question 17

Despite the opportunities presented by Internet and social media technologies, advertising messages continue a one-way flow from the business or organization to the target audience, as they did with traditional print and broadcast media.

Question 18

To be effective in writing advertising copy for social media, set clear objectives and identify the other elements of the standard planning sheet. Above all, online and social media advertising must fit the expectations of its audiences.

Question 19

What are some ways to engage potential social media readers with your writing?

Question 20

Appeal letters will be successful to the extent they interest the reader. Remember, the difference between effective appeal letters and junk mail is the recipient's interest in the topic.

Question 21

Every appeal letter should have its own feel or attitude. Write with a conviction and fervor that can incite your reader into action and suggest several ways the reader can act on the persuasive message you give.

Question 22

Research has shown that one of the least-effective persuasive devices in appeal letters is a postscript at the end.

Question 23

The field of public relations is an exciting career for anyone interested in using his or her writing skills to advocate a cause, promote an idea, or advance an organization. It is a field that offers financial rewards and scores of job possibilities, as well as personal satisfaction associated with being creative, solving problems and contributing to society.