Exam 10: Promotional Writing

Which of the following is a tool of radio advertising?

What kind of writing should a copywriter use when creating an ad that will be placed in a directory?

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

What is the most important word selection in marketing communication?

Television copywriters have two primary toolkits: video and audio.

What is an advantage of magazine advertising?

Bob is a sales representative for a local radio station,but he also helps advertisers with the copy for their ads.What are the main tools available to Bob when developing copy for radio commercials? How are they used?

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)________.

________ 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.

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

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?" -Most audience members who see this commercial remember the image of the "Roaming Gnome" being jolted across the room.This visual is known as a(n)________.

Compare and contrast copywriting for radio and copywriting for television.

Refer to the passage below to answer the following questions. Advertisements for a particular brand of soap include the phrase,"Love the skin you're in." Print ads show a close-up of a young woman's clean face,and the copy is written as if she is telling the reader the benefits of this soap.She explains how soft your skin will feel and how much you will love that feeling. -Which two literary techniques for writing copy are represented in this slogan?

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

Which of the following involves an announcer,who is not visible,describing some kind of action taking place on the screen?

The audio elements for television and radio messages are the same.

"Pork.The other white meat." is an example of a slogan that cues the product.

Sound effects used in radio advertising are often taken from sound-effects libraries rather than created originally for a specific radio message.

Sleepy's,the national mattress store that has branded itself as "the mattress professionals," runs several radio spots throughout the country on a variety of stations.All of the radio ads end with the slogan,"Trust Sleepy's for the rest of your life" sung to a simple tune.This slogan is an example of a(n)________.

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?" -When a new concept and execution is developed for a television commercial,Travelocity.com's advertising agency provides a visual plan or layout of the commercial for the company to approve.This plan is called a(n)________.