Deck 9: Promotional Writing

Question 1

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

Answer 1

C

Question 2

________ 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

Answer 2

B

Question 3

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

A) younger male
B) younger female
C) middle-aged male
D) middle-aged female
E) retired adults

Answer 3

A

Question 4

According to creative professionals,humor in advertisements works best when the ________.

A) audience has a high need for cognition
B) product is high-involvement
C) ad appears in print media rather than broadcast
D) product is high-risk
E) audience has a low need for cognition

Question 5

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 6

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) news copy

Question 7

According to research reported in the text,which of the following letters have a calming or relaxing effect?

A) T and K
B) X and Z
C) C and S
D) P and K
E) S and Z

Question 8

Which statement is most likely 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) In advertising, 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.

Question 9

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) account manager

Question 10

Which of the following can most likely be individually targeted and personalized?

A) news releases
B) collateral materials
C) direct-response messages
D) directory ads
E) print magazine ads

Question 11

Which of the following literary techniques used to enhance the memorability of slogans refers to the repetition of the structure of a sentence or phrase?

A) direct address
B) parallel construction
C) startling phrase
D) rhyme, rhythm, alliteration
E) cue the product

Question 12

________ 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 13

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

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

Question 14

Public relations news and feature stories are written and distributed to external media in a ready-to-publish format called a ________.

A) creative brief
B) news release
C) script
D) storyboard
E) collateral material

Question 15

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 16

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 17

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

A) newsletter
B) public service advertisement
C) banner ad
D) news release
E) testimonial

Question 18

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) cliché

Question 19

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 20

Which of the following literary techniques used to enhance the memorability of slogans refers to the repetition of specific sounds?

A) direct address
B) parallel construction
C) startling phrase
D) rhyme, rhythm, alliteration
E) cue the product

Question 21

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) subhead
E) call to action

Question 22

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

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

Question 23

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 24

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

A) adese
B) overlines
C) body copy
D) call-outs
E) slogans

Question 25

The text of the ad is known as the ________.

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

Question 26

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) taglines
E) commands

Question 27

________ 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 28

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

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

Question 29

According to researchers,how many readers who read the headline go on to actually read the body copy?

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

Question 30

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

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

Question 31

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

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

Question 32

Which category of headlines is straightforward and informative?

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

Question 33

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 34

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 35

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 36

Headlines can be grouped into which two general categories?

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

Question 37

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 38

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) provocation

Question 39

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 40

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

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

Question 41

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

A) tagline
B) lead
C) underline
D) overline
E) headline

Question 42

Which of the following is a tool of radio advertising?

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

Question 43

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 a call to action.

Question 44

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

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

Question 45

What are the two primary toolkits available to television copywriters?

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

Question 46

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

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

Question 47

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

A) theater of the mind
B) emotional resonance
C) image enhancement
D) abstract theater
E) synthesis

Question 48

Which of the following media rely most heavily on visuals?

A) direct-response messages
B) newsletters
C) newspapers
D) directories
E) outdoor boards

Question 49

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

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

Question 50

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

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

Question 51

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 52

________ 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) Theater of the mind
B) Memorability
C) Call to action
D) Image transfer
E) Recognition

Question 53

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

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

Question 54

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

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

Question 55

Most ________ is brief,straightforward,and informative,providing critical information about styles,sizes,and prices of merchandise.

A) direct-response copy
B) newspaper advertising copy
C) directory advertising copy
D) news release copy
E) outdoor advertising

Question 56

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 57

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

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

Question 58

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

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

Question 59

Commercials in song are known as ________.

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

Question 60

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 61

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

Question 62

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

Question 63

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

Question 64

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 involves many 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 rarely a good idea because it cannot convey 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 65

To be effective,a headline needs to interrupt readers' scanning and get their attention,present the selling premise,and lead to conviction.

Question 66

In a ________ culture,brand communication messages are best understood when presented within contextual clues.

A) global
B) local
C) high-context
D) low-context
E) technological

Question 67

What is the most common form of online advertising?

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

Question 68

If your brand communication objective is to generate awareness of the brand,then you should most likely avoid humor in your advertising.

Question 69

The literary technique of parallel construction uses repetition of sounds.

Question 70

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 71

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

Question 72

A ________ of an ad translates the foreign language copy into the original domestic language to check the accuracy of the message.

A) high-context translation
B) low-context translation
C) global translation
D) bilingual translation
E) back translation

Question 73

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

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

Question 74

Public relations writers follow the traditional "five Ws" form when writing news stories sent as news releases to external media.

Question 75

Only grammatically correct sentences should be used in advertising copy.

Question 76

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 77

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

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

Question 78

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 79

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

Question 80

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