Exam 9: Copywriting

Which type of direct-action headline politely tells the reader to do something?

A magazine ad for Aveeno moisturizing lotion states, "Get healthy skin for life." Identify and describe the type of headline this illustrates.

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 usually show a close-up of a young woman's clean face, and the copy is usually 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. The copy of this ad was translated into several foreign languages so that it could be used globally. However, German women thought it was strange to use the word love in reference to something other than another person. -Which standard approach to writing body copy does this print ad represent?

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

The text of the ad is known as the ________.

Howard Computers is a manufacturer of portable medical laptop computers, which are more technical than a typical laptop computer. Howard Computers will be advertising in trade and medical professional publications. Which approach to writing body copy would be most appropriate for this product and target market?

Michelle just got her first job as a copywriter. Which of the following is NOT a characteristic of writing effective copy that Michelle should use?

A line at the end of an ad that encourages people to respond and gives information on how to respond is called a(n)________.

Headlines can be grouped into which two general categories?

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)________

The tools of radio copywriting include voice, music, and sound effects.

Incorrect grammar has no place in advertising copy.

Indirect-action headlines that give little information but attempt to compel readers to read on to find out the point of the message are known as ________.

What is the most common form of online advertising?

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

You are going to lead the creative team in coming up with a new slogan for a client. List three techniques copywriters use to create catchy slogans.

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 "Traveling 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, and he said, "Am I going to die?" -Because Travelocity.com is an online travel agency, it's only natural that it would use web advertising, particularly banner ads. The banner ads offered a discount for first-time users. What online copywriting strategy is this employing?

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

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

Which standard approach to writing body copy tells a story in first person or third person?