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

Match -A figure of speech and use of words such as "like" or "as" is the hallmark of this headline style.

Match -Sometimes the target needs specific brand uses to be spelled out so they can solve a problem.

Match -The blocks of copy found on ads that sells the sizzle of the brand.

Match -Something the target often needs to fill out for both print and digital in order to buy something. 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 feature based headline style concentrates on the feature associated with the brand's 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 -Brands use these when they reduce the price or offer an additional incentive to make it more desirable. 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 -An announcement type of subhead that is placed above the headline.

Match -The type of subhead, used in copy heavy ads to brake up large blocks of copy that can gray down a page. 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 headline style that uses experts to talk about the brand. 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 tells the target to do or find out something, or explains how the brand can solve a problem.

Match -If the goal is to take a bite out of the target's life and either demonstrate or dramatize it, this is the headline style to consider. 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 is an age old way to attract the targets attention. 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 -The fracturing of target groups down into smaller more specialized segments.

Match -Be sure you really do have something comical to say before choosing this headline style.

Match -This headline style is best used when the key consumer benefit is a unique selling proposition.

Match -This headline style offers the target something they care about such as: beauty, health, quality and so on, either explicitly or subtly. 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 how much something costs is the big push, consider using this type of 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 -If your concept revolves around placing focus specifically on the target and the role the brand plays in their lifestyle rather than on the band itself, consider this headline style to scream out your 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 -The goal of this headline style is to keep well-known products such as table salt in the mind of the consumer. 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 type of headline style delivers the key consumer benefit with little or no creative bells and whistles.