Exam 11: Writing Copy That Strategically Promotes the Brand and Talks to the Target

Match -Single page, full-color ads full of coupons that are inserted into the newspaper or found in your mailbox, also known as supplemental advertising.

Match -If you want to create interest in a brand that is not yet on the market, consider this headline style.

Match -Written promises from a brand's manufacturer that promises to repair or replace the product if it fails in any way within a set period of time.

Match -If you want to compare two characteristics that can creatively be seen as similar, consider this headline style. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Match -This style is considered a great sign post for small but exclusive audiences. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Match -This copy element has a big job to do.

Match -If your product is produced in limited quantities or is hard to find, you can attract certain types of consumers with this headline style. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Match -This direct inquisitive headline style asks the target to think about something.

Match -The smallest text on a page.

Match -A character, spokesperson, or consumer tells the brand's story or their personal experiences with the brand is the strength of this headline style A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Match -This headline style looks at two dissimilar items or traits to make a point of comparison.

Match -This headline style differentiates a product or service from the competition by creating interest or mystery around the key consumer benefit. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Match -A perfect headline style to take your target and brand on an imaginative journey. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Match -If the product has a unique or hard to pronounce name use this headline style to bring attention to it.

Match -The job of this layout component is to directly support the headline.

Match -This risky headline style is always both visually and verbally interesting.

Match -This headline style tells the target something newsworthy about the brand.

Match -This headline style firmly but cleverly tells the target what to do.

Match -An interactive offer that all but eliminates buyer skepticism and ensures consumer satisfaction.

Match -Small cuts around individual coupons to make them easier to tear out and use.