Exam 9: Copywriting

Name and describe the types of direct- and indirect-action headlines.

________ is the text of an ad or the words that people say in a commercial.

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

What is the most common form of Internet advertising, and what must the copywriter think about when developing these ads?

Describe the Chick-fil-A campaign that was described in the chapter's opening vignette.

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

Vardaman Toyota routinely shoots television commercials in its car lot rather than in a studio. These commercials are shot ________.

Which standard approach to writing body copy explains how something works?

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.

What is the most important characteristic of copywriting for outdoor advertising?

An announcer who is not visible describing some kind of action on the screen is known as a(n)________.

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?" -The "Traveling Gnome" is most accurately classified as which of the following?

Which of the following can be described as "we" copy written from the company's point of view in a pompous tone?

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?" -Most audience members who see this commercial remember the image of the Traveling Gnome being jolted across the room. This visual is known as a(n)________.

In which print medium can ads be more informative and carry longer copy?

Name and describe the five standard approaches to writing body copy in print ads.

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

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

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

Effective copy is succinct and single-minded.