Deck 9: Copywriting

Question 1

Which of the following is false regarding advertising writing style?

A)Words such as interesting, very, in order to, buy now and save, introducing, and nothing less than are effective in advertising copy.
B)Effective copy is succinct and single-minded.
C)Every word counts because space and time are expensive.
D)Copy should be as simple as possible to reach a generally inattentive and uninterested audience.
E)Copywriters try to write the way the target audience thinks and talks.

Answer 1

A

Question 2

________ is the text of an ad or the words that people say in a commercial.

A)Copy
B)Body
C)Verbiage
D)Dialogue
E)Headline

Answer 2

A

Question 3

A print advertisement is created in which of the two following pieces?

A)layout and storyboard
B)copy sheet and layout
C)script and storyboard
D)copy sheet and script
E)copy sheet and storyboard

Answer 3

B

Question 4

A type of formula writing that is full of clichés, superlatives, stock phrases, and vague generalities is known as ________.

A)hyperbole
B)display copy
C)key copy
D)adese
E)your-name-here-copy

Question 5

A short phrase that wraps up the key idea or creative concept and that usually appears at the end of the body copy is known as a(n)________

A)caption
B)overline
C)underline
D)call-out
E)tagline

Question 6

Which of the following is NOT considered one of the copywriter's tools?

A)adese
B)overlines and underlines
C)body copy
D)callouts
E)slogans

Question 7

Which of the following are the two categories of copy that print advertising uses?

A)display and body
B)headline and text
C)tagline and slogan
D)overlines and underlines
E)headlines and subheads

Question 8

A sentence or short piece of copy that explains what the viewer is looking at in a photo or illustration is known as a(n)________.

A)caption
B)overline
C)underline
D)call-out
E)tagline

Question 9

Phrases or sentences that either lead into the headline or follow up on the thought in the headline are known as ________.

A)overlines and underlines
B)heads and subheads
C)display and body copy
D)call-outs and calls to action
E)taglines and slogans

Question 10

Which element in print advertising conveys the main message so that people get the point of the ad?

A)headline
B)overline
C)body copy
D)subheads
E)tagline

Question 11

The text of the ad is known as the ________.

A)headline
B)overline
C)body copy
D)subhead
E)tagline

Question 12

A distinctive catch phrase that serves as a motto for a campaign, brand, or company is known as a(n)________.

A)caption
B)overline
C)underline
D)call-out
E)slogan

Question 13

Which of the following can be described as "we" copy written from the company's point of view in a pompous tone?

A)hyperbole
B)display copy
C)key copy
D)brag-and-boast copy
E)your-name-here-copy

Question 14

________ 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.

A)Body copy
B)Display copy
C)Adese
D)Brag-and-boast copy
E)Visuals

Question 15

What is the most important word selection in marketing communication?

A)headline
B)slogan
C)brand or corporate name
D)mission statement
E)display copy

Question 16

All of the following are considered display copy EXCEPT which one?

A)caption
B)headline
C)subhead
D)tagline
E)slogan

Question 17

________ includes the elements in a print ad that are designed to be read and absorbed.

A)Body copy
B)Display copy
C)Adese
D)Brag-and-boast copy
E)News copy

Question 18

A line at the end of an ad that encourages people to respond and gives information on how to respond is called a(n)________.

A)underline
B)caption
C)call to action
D)overline
E)call-out

Question 19

Which of the following copy elements in a print ad is a sentence that floats around the visual, usually with a line or arrow pointing to some specific element in the visual that it names and explains?

A)caption
B)overline
C)underline
D)call-out
E)tagline

Question 20

The person who shapes and sculpts the words in marketing communication is called a(n)________.

A)account planner
B)art director
C)copywriter
D)creative director
E)talent

Question 21

Copy-tests of headlines using two versions of the same ad are known as ________.

A)end-run tests
B)tag tests
C)split-run tests
D)dual tests
E)direct tests

Question 22

Which of the following is a type of indirect-action headline?

A)assertion
B)command
C)how-to head
D)association
E)news announcement

Question 23

Headlines can be grouped into which two general categories?

A)call-outs and call to actions
B)overlines and underlines
C)taglines and slogans
D)direct- and indirect-action headlines
E)display and body headlines

Question 24

According to researchers, what percentage of readers who read the headline goes on to read the body copy?

A)10 percent
B)20 percent
C)30 percent
D)40 percent
E)50 percent

Question 25

Which of the following is NOT a standard approach to writing body copy?

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

Question 26

Which of the following is NOT a literary technique used by copywriters to enhance the memorability of subheads, slogans, and taglines?

A)direct address
B)parallel construction
C)music
D)rhyme
E)cliche

Question 27

Which of the following is NOT a type of direct-action headline?

A)news announcement
B)association
C)command
D)how-to head
E)assertion

Question 28

Next to the headline, which copy element has the second-highest readership?

A)overlines
B)underlines
C)call-outs
D)captions
E)taglines

Question 29

Which type of direct-action headline states a claim or a promise that will motivate someone to try the product?

A)assertion
B)command
C)how-to head
D)association
E)news announcement

Question 30

Which type of indirect-action headline uses image and lifestyle to get attention and build interest?

A)assertion
B)puzzles
C)how-to head
D)association
E)news announcement

Question 31

Which type of direct-action headline politely tells the reader to do something?

A)assertion
B)command
C)how-to head
D)association
E)news announcement

Question 32

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

A)Captions
B)Subheads
C)Taglines
D)Slogans
E)Direct headlines

Question 33

Which standard approach to writing body copy tells a story in first person or third person?

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

Question 34

Which category of headlines is straightforward and informative?

A)call-outs
B)call to actions
C)overlines
D)indirect-action
E)direct-action

Question 35

Indirect-action headlines that give little information but attempt to compel readers to read on to find out the point of the message are known as ________.

A)blind headlines
B)blank headlines
C)assertion headlines
D)tagline
E)attention-getters

Question 36

Which standard approach to writing body copy is characterized by factual copy usually written in the words of an anonymous or unacknowledged source?

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

Question 37

Which copy element develops the sales messages, states the argument, summarizes the proof, and provides explanation?

A)headline
B)subhead
C)caption
D)body copy
E)display copy

Question 38

Which type of indirect-action headline are strictly used for curiosity and provocative power?

A)assertions
B)puzzles
C)how-to heads
D)associations
E)news announcements

Question 39

The slogan "Have it your way" is an example of which of the following literary techniques used by advertisers?

A)direct address
B)parallel construction
C)music
D)rhyme
E)cliche

Question 40

Which of the following is a type of direct-action headline?

A)news announcement
B)puzzles
C)association
D)question
E)provocation

Question 41

Which of the following is NOT a technique used in television copy?

A)action
B)demonstration
C)storytelling
D)emotion
E)underline

Question 42

Commercials in song are known as ________.

A)jingles
B)musicals
C)lyricals
D)sound effects
E)voice-overs

Question 43

Which of the following is considered the most important element in radio advertising?

A)voice
B)music
C)sound effects
D)motion
E)copy

Question 44

Which standard approach to writing body copy defines technical information in understandable language?

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

Question 45

Which standard approach to writing body copy lets the reader "listen in" on a conversation?

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

Question 46

________ occurs in a radio commercial when the visuals from the TV version of an ad are re-created in a listener's mind by the use of key phrases and ideas from the TV commercial.

A)Adese
B)Memorability
C)Call to action
D)Image transfer
E)Brevity

Question 47

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

A)tagline
B)lead
C)paramount
D)initial
E)headline

Question 48

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

A)lead
B)middle and closing
C)lead, middle, and closing
D)lead and closing
E)lead and middle

Question 49

An announcer who is not visible describing some kind of action on the screen is known as a(n)________.

A)voice-over
B)remote-voice
C)off-location
D)ghost-voice
E)monologue

Question 50

Which of the following is NOT a guideline for writing effective radio commercials?

A)Keep it impersonal.
B)Wake up the inattentive.
C)Speak to listeners' interests.
D)Make it memorable.
E)Include call to action.

Question 51

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

A)add-on materials
B)supplemental literature
C)collateral materials
D)overlines
E)underlines

Question 52

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

A)newspapers
B)magazines
C)directories
D)posters
E)outdoor advertising

Question 53

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

A)rhythm
B)adese
C)call to action
D)brevity
E)alliteration

Question 54

What are the two primary toolkits available to television copywriters?

A)voice-over and on-camera
B)voice and sound effects
C)video and audio
D)on- and off-location
E)script and storyboard

Question 55

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)storyboard
B)radio script
C)transcript
D)dialogue
E)dual-column

Question 56

What is the purpose of the closing paragraph in body copy?

A)to give readers interesting information so that they go back and read the full body copy
B)to provide specific information such as price and warranty
C)to highlight the required disclaimers
D)to draw the reader's attention to the selling premise
E)to refer back to the creative concept and wrap up the Big Idea

Question 57

Which of the following is a tool of radio advertising?

A)headline
B)body copy
C)theater
D)motion
E)voice

Question 58

Which type of advertising is not considered as intrusive as the others?

A)direct marketing
B)newspaper
C)outdoor
D)television
E)radio

Question 59

Radio's special advantage is that the story is visualized in the listener's imagination; this is referred to as ________.

A)theater of the mind
B)the mind's imagination
C)image enhancement
D)theater of the imagination
E)synthesis

Question 60

Which standard approach to writing body copy explains how something works?

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

Question 61

The visual that sticks in the mind and becomes the image that viewers remember when they think about the commercial is known as the ________.

A)brand personality
B)key frame
C)tagline
D)elemental visual
E)scripted visual

Question 62

A(n)________ is the visual plan or layout of the commercial that shows the number of scenes, the composition of the shots, and the progression of the action.

A)key frame
B)script
C)storyboard
D)storyline
E)action plan

Question 63

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

Question 64

The two categories of copy in print advertising are display copy and body copy.

Question 65

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)write-ins
B)readers
C)visuals
D)key words
E)click-throughs

Question 66

An assertion headline politely tells the reader to do something.

Question 67

Commercials shot outside the studio are said to be filmed ________, which means the entire crew and cast are transported somewhere away from the studio.

A)off frame
B)on camera
C)on location
D)off location
E)off camera

Question 68

What is the most common form of online advertising?

A)superstitials
B)pop-ups
C)mobile ads
D)testimonials
E)banner ads

Question 69

A commercial's ________ refers to how fast or slowly the action progresses.

A)storytelling
B)action
C)direction
D)key frame
E)pace

Question 70

Good headlines interrupt readers' scanning and get their attention, present the selling premise, and lead to conviction.

Question 71

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

Question 72

Which of the following statements is false regarding copywriting in a global environment?

A)English is more economical than many other languages.
B)Standardizing the copy content by translating the appeal into the language of the foreign market is fraught with possible communication blunders.
C)Most international campaigns are not literally translated.
D)A back translation of the ad copy from the foreign language into the domestic one is always a good idea because it conveys a complete cultural interpretation.
E)The most reasonable solution to the language problem is to use bilingual copywriters who understand the full meaning of the English text and can capture the essence of the message in the second language.

Question 73

Segments of action in a television commercial that occur in a single location are known as ________.

A)scenes
B)segments
C)key frames
D)storyboards
E)scripts

Question 74

Which of the following is NOT a role for which people can be cast in a television commercial?

A)announcer
B)director
C)spokesperson
D)character type
E)celebrity

Question 75

One tip for writing effective copy is to use evocative or figurative language to build a picture in the consumer's mind.

Question 76

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

Question 77

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

Question 78

If a message tries to convey abstract qualities, such as justice and quality, words tend to communicate these concepts more easily than pictures.

Question 79

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

A)storyboard
B)script
C)cast
D)set
E)frame

Question 80

Effective copy is succinct and single-minded.