Exam 10: Promotional Writing

What are some of the guidelines for writing effective radio commercials?

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

Speaking style in radio advertising should match the speech style of the target audience.

Which of the following media rely most heavily on visuals?

In comparison to direct-action headlines,indirect-action headlines are more effective tools for targeting the right audience for the brand.

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

Phrases or sentences that either lead into the headline or follow up on the thought in the headline are known as ________.

________ include(s)all elements that readers see in their initial scanning;these elements are set in larger type size than other elements of a print ad.

How does the language of direct-response messages typically differ from that of other print brand communications?

Briefly explain why a headline should move readers from the process of scanning to reading.

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 distinctive catch phrase that serves as a motto for a campaign,brand,or company is known as a(n)________.

Commercials in song are known as ________.

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

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.

The last line of copy in a magazine advertisement for Post-its reads,"Find out more at post-it.com/bigpad." This is an example of a call to action.

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

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

One copy element of a print ad featuring a beautiful young woman's face explained the effect a brand of soap had on her skin structure,which is what allows skin to feel so soft after using this soap.An arrow was used to connect the explanation to the skin on her cheek.What type of copy element does this represent,and why is it used?

Which type of direct-action headline states a claim or a promise that will motivate someone to try the product?