Deck 10: Writing Advertising Copy

Question 1

What is the concept of repositioning in advertising?

A) using different media to advertise a product than what were used previously
B) advertising a product in a different time slot than was used previously
C) using advertising to appeal to a different part of the market for the product
D) changing the size and location of a product within the ad

Answer 1

using advertising to appeal to a different part of the market for the product

Question 2

When thinking about writing advertising for a product, the copywriter should consider

A) all the verbs that describe what the product does
B) all the adjectives that describe the physical characteristics of the product
C) the benefits this product will bring to the audience
D) all of the above

Answer 2

all of the above

Question 3

Advertising campaigns are often developed

A) to establish as many of the product's wonderful characteristics in the mind of the public as possible
B) to solve problems concerning the product that are indicated by the research on that product
C) to satisfy legal requirements that certain products should be advertised

Answer 3

to solve problems concerning the product that are indicated by the research on that product

Question 4

An ad's quality is ultimately measured by what?

A) Whether it causes the consumer to buy the product.
B) How creative it is.
C) Its use of vivid color and product descriptions.

Question 5

According to the advertising chapter, what are the most basic human needs?

A) Food and drink
B) Sex, intimacy and social contact
C) Shelter, security and comfort

Question 6

An advertisement should always present an objective description of the product being sold.

Question 7

In writing advertising copy for a product, keep in mind

A) that you are writing the copy
B) the company budget
C) the characteristics of the target audience

Question 8

A logo is:

A) a short phrase that becomes identified with a product
B) a design that represents a company
C) the name and address of a company

Question 9

Which of the following is not a common demographic factor:

A) weight
B) education
C) income
D) gender

Question 10

What is the chief purpose of writing for advertising?

A) to entertain
B) to inform
C) to persuade or motivate

Question 11

In the world of advertising, what are appeals?

A) images that make a person want to go out and buy a product
B) words, phrases and ideas used by copywriters to tap into a person's needs
C) the words that make a product sound appealing

Question 12

Which one would not be considered a demographic characteristic?

A) age
B) education
C) feelings toward a product

Question 13

Which type of advertising refers to the packaging and display of a product?

A) anonymous announcer
B) slice of life
C) point-of-purchase

Question 14

The signature, or sponsor identification, in a print ad shoul:

A) Be hand written and copied into an ad.
B) Appear in a prominent position in very large, prominent type
C) Generally inform the reader of intent.
D) Generally appear at the bottom of the ad.

Question 15

What does body copy do in an advertisement?

A) provides information
B) provides proof of promise
C) provides a motive to action
D) a, b and c.

Question 16

Types of broadcast formats for commercials include:

A) anonymous announcer
B) undercover explanation
C) slice of life
D) all of above
E) a and c only

Question 17

Which statement best describes the product's benefit?

A) Ginsu knives are sharp enough to cut through lead.
B) Ginsu knives slice meal preparation time.
C) Ginsu knives are made out of high-quality stainless steel.
D) Ginsu knives are made by highly trained technicians from Itta Bena, Miss.

Question 18

The paper form that is often used by television advertising when creating ads is

A) the mortarboard.
B) the storyboard.
C) the actionboard.

Question 19

What is the slogan?

A) a stylized picture for the company.
B) a move to action to take.
C) a short phrase that is associated with the company.
D) the promise of benefit.

Question 20

The sheet that contains information about a product, its audience, an advertising approach and other information about an advertising situation is called an.

A) storyboard
B) ad placement proposal sheet
C) copy platform

Question 21

Which of the following is the first duty of an ad for any product:

A) desire stimulation
B) building consumer confidence
C) attention getting
D) attack the competition

Question 22

By demographic characteristics, we mean

A) the age, gender, and income of the audience
B) the reasons why the audience might want to buy the product
C) the values the audience holds
D) the reasons why the audience might not want to buy the product.

Question 23

Which of the following would make the most effective advertisement, based upon the principles we talked about in class?

A) Kellogg's Rice Krispies gives you all the vitamins you need to start your day.
B) Kellogg's Rice Krispies is the nation's best selling cereal.
C) Kellogg's Rice Krispies is the only talking cereal.
D) Kellogg's Rice Krispies are made at a modern factory in Greenland, Ark.

Question 24

Animated figures, imaginary settings, and whimsical music are used in a dramatic presentation are called

A) signatures
B) segmentation
C) positioning
D) fantasy

Question 25

The ultimate test of whether an advertisement is effective is

A) whether it's attractive to look at
B) whether is has a coherent message that is gotten across to the reader.
C) whether the ad results in sales of the product
D) whether the ad is located in a prominent place in the publication

Question 26

Good advertisements should emphasize

A) features of a product
B) benefits of a product, not just the features of it
C) reasons not to buy competitive product
D) anything about sex, because sex sells

Question 27

A certain amount of inaccuracy in advertising is permissible if the ad is entertaining, represents solid creative effort, and sells the product effectively.