Question 1

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

Accepted Answer

A) True 
 B)False  True

Question 2

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.

Accepted Answer

A) True 
 B)False  True

Question 3

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

Accepted Answer

Use keyword-rich copy that maximizes search-engine optimization; begin with a compelling headline that focuses on the benefit to the reader; keep the message short; focus on one or two key audience benefits; avoid clich,é,s, empty boasting, and questionable claims; provide a message that educates and informs; attempt to make the message inspiring, motivating, and try to touch the audience in a personal way; give clear directions on how the reader can get involved; invite them to share the site with a friend, to submit their business card, to join or become a fan, or a host of other possible ways that you might try to engage your public.

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

The most obvious form of promotional writing is

Accepted Answer

The answer of The most obvious form of promotional writing...

Question 6

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.

Accepted Answer

A) True 
 B)False

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

The answer of What is a copy platform and what...

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

What's an advertorial?

Accepted Answer

The answer of What's an advertorial?...

Question 11

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

Accepted Answer

The answer of As with news reporting, there are legal...

Question 12

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

Accepted Answer

The answer of Consumer advertising can be of three types....

Question 13

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.

Accepted Answer

A) True 
 B)False

Question 14

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.

Accepted Answer

A) True 
 B)False

Question 15

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:

Accepted Answer

The answer of Public relations advertising takes on various forms...

Question 16

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.

Accepted Answer

A) True 
 B)False

Question 17

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.

Accepted Answer

A) True 
 B)False

Question 18

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.

Accepted Answer

A) True 
 B)False

Question 19

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.

Accepted Answer

A) True 
 B)False

Question 20

What are the most popular types of online advertising?

Accepted Answer

The answer of What are the most popular types of...

Exam 17: Advertising Copywriting

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

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

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

The most obvious form of promotional writing is

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.

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.

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

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.

What's an advertorial?

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

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

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.

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:

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.

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.

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.

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.

What are the most popular types of online advertising?