Exam 10: Promotional Writing

Members of an audience for internet ads are referred to as visitors or surfers rather than readers or listeners.

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

List and describe five characteristics of effective copy that were given in the chapter.

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

Name and describe the types of direct- and indirect-action headlines.

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

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

For several years,Nike included the phrase "Just Do It" in all of its advertisements,print and television.This phrase is an example of a(n)________.

George just finished writing the copy for a pamphlet detailing the healthy food options at a chain of fast food restaurants.The pamphlet will be available at the counter of each restaurant,giving customers the opportunity to learn about the nutritional value of different meal combinations before they order.George has written ________.

"Your-name-here copy" is most effectively used in corporate advertising.

Refer to the following scenario to answer the questions below. Travelocity.com is an online travel agency that advertises that users will get the best prices on airfare,hotels,and rental cars.Travelocity.com uses the "Roaming Gnome" in its television commercials,often in humorous situations.For example,a recent ad showed the gnome in Europe where he plugged an American appliance (i.e. ,hair dryer)into a socket and was shocked across the room.All that was shown of him when the smoke cleared was the top of his gnome hat down behind a chair.Viewers hear him say,"Am I going to die?" -The "Roaming Gnome" is most accurately classified as which of the following?

Subheads are short,catchy,and particularly memorable phrases used at the end of an ad to complete or wrap up the creative idea.

Briefly explain the targeting function of a headline.

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

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

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

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

Which of the following statements about copywriting in a global environment is FALSE?

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

The more elaborate the copy,the greater its impact is likely to be.