Question 1

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

Accepted Answer

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

Question 2

The two paragraphs that get the most attention in body copy are the lead and the follow-up paragraph.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

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 
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

Letters with a hard edge,such as T and K,suggest ________.

Accepted Answer

A) relaxation 
B) innovation 
C) effectiveness 
D) speed 
E) calm 
A) relaxation 
B) innovation 
C) effectiveness 
D) speed 
E) calm

Question 6

Which type of headline is straightforward and informative?

Accepted Answer

A) call-out 
B) call to action 
C) overline 
D) indirect action 
E) direct action 
A) call-out 
B) call to action 
C) overline 
D) indirect action 
E) direct action

Question 7

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

Accepted Answer

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

Question 8

Most international campaigns are translated word for word to keep the original meaning or intent of the brand message.

Accepted Answer

A) True 
 B)False

Question 9

What is the difference between a tagline and a slogan?

Accepted Answer

A slogan is a distinctive catchphrase th

Question 10

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

Accepted Answer

A) hyperbole 
B) display copy 
C) key copy 
D) adese 
E) news copy 
A) hyperbole 
B) display copy 
C) key copy 
D) adese 
E) news copy

Question 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Sponsored content online is referred to as ________,while sponsored content in a magazine is referred to as ________.

Accepted Answer

A) native advertising;advertorials 
B) infomercials;advertorials 
C) image transfer;advertorials 
D) infomercials;native advertising 
E) native advertising;image transfer 
A) native advertising;advertorials 
B) infomercials;advertorials 
C) image transfer;advertorials 
D) infomercials;native advertising 
E) native advertising;image transfer

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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 
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 17

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

Accepted Answer

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

Question 18

Discuss potential problems advertisers face when translating copy into another language.How can these problems be addressed?

Accepted Answer

Headlines in any language often rely on

Question 19

A print ad for Wonder Bread used a picture of a little boy with sentences floating around him and arrows pointing to various parts of his body.Each arrow was accompanied by a statement about how Wonder Bread helps a specific body part.These sentences and lines pointing to the various parts of the visual are known as ________.

Accepted Answer

A) overlines 
B) underlines 
C) subheads 
D) call-outs 
E) cut-outs 
A) overlines 
B) underlines 
C) subheads 
D) call-outs 
E) cut-outs

Question 20

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

Accepted Answer

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

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

The two paragraphs that get the most attention in body copy are the lead and the follow-up paragraph.

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

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

Letters with a hard edge,such as T and K,suggest ________.

Which type of headline is straightforward and informative?

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

Most international campaigns are translated word for word to keep the original meaning or intent of the brand message.

What is the difference between a tagline and a slogan?

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

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

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

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

Sponsored content online is referred to as ,while sponsored content in a magazine is referred to as .

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

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

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

Discuss potential problems advertisers face when translating copy into another language.How can these problems be addressed?

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

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 10: Promotional Writing

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

The two paragraphs that get the most attention in body copy are the lead and the follow-up paragraph.

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

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

Letters with a hard edge,such as T and K,suggest ________.

Which type of headline is straightforward and informative?

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

Most international campaigns are translated word for word to keep the original meaning or intent of the brand message.

What is the difference between a tagline and a slogan?

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

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

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

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

Sponsored content online is referred to as ________,while sponsored content in a magazine is referred to as ________.

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

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

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

Discuss potential problems advertisers face when translating copy into another language.How can these problems be addressed?

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

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Sponsored content online is referred to as ,while sponsored content in a magazine is referred to as .