Question 1

Which paragraph(s)gets special attention in body copy?

Accepted Answer

A) lead 
B) middle and closing 
C) lead, middle, and closing 
D) lead and closing 
E) lead and middle 
A) lead 
B) middle and closing 
C) lead, middle, and closing 
D) lead and closing 
E) lead and middle

Question 2

A print advertisement is created in which of the two following pieces?

Accepted Answer

A) layout and storyboard 
B) copy sheet and layout 
C) script and storyboard 
D) copy sheet and script 
E) copy sheet and storyboard 
A) layout and storyboard 
B) copy sheet and layout 
C) script and storyboard 
D) copy sheet and script 
E) copy sheet and storyboard

Question 3

"Pork. The other white meat" is an example of a slogan that cues the product.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following statements is false regarding copywriting in a global environment?

Accepted Answer

A) English is more economical than many other languages. 
B) Standardizing the copy content by translating the appeal into the language of the foreign market is fraught with possible communication blunders. 
C) Most international campaigns are not literally translated. 
D) A back translation of the ad copy from the foreign language into the domestic one is always a good idea because it conveys a complete cultural interpretation. 
E) The most reasonable solution to the language problem is to use bilingual copywriters who understand the full meaning of the English text and can capture the essence of the message in the second language. 
A) English is more economical than many other languages. 
B) Standardizing the copy content by translating the appeal into the language of the foreign market is fraught with possible communication blunders. 
C) Most international campaigns are not literally translated. 
D) A back translation of the ad copy from the foreign language into the domestic one is always a good idea because it conveys a complete cultural interpretation. 
E) The most reasonable solution to the language problem is to use bilingual copywriters who understand the full meaning of the English text and can capture the essence of the message in the second language.

Question 5

Commercials in song are known as ________.

Accepted Answer

A) jingles 
B) musicals 
C) lyricals 
D) sound effects 
E) voice-overs 
A) jingles 
B) musicals 
C) lyricals 
D) sound effects 
E) voice-overs

Question 6

Compare and contrast display copy and body copy.

Accepted Answer

The two categories of copy that print ad

Question 7

Which of the following is NOT a standard approach to writing body copy?

Accepted Answer

A) straightforward 
B) narrative 
C) alliteration 
D) translation 
E) explanation 
A) straightforward 
B) narrative 
C) alliteration 
D) translation 
E) explanation

Question 8

"Your-name-here-copy" is most effectively used in corporate advertising.

Accepted Answer

A) True 
 B)False

Question 9

The visual that sticks in the mind and becomes the image that viewers remember when they think about the commercial is known as the ________.

Accepted Answer

A) brand personality 
B) key frame 
C) tagline 
D) elemental visual 
E) scripted visual 
A) brand personality 
B) key frame 
C) tagline 
D) elemental visual 
E) scripted visual

Question 10

What is an advantage of magazine advertising over newspaper advertising?

Accepted Answer

Magazines offer better-quality

Question 11

Gwen was an English major in college and took a job at an advertising agency after she graduated. She knows the meanings and derivations, as well as the moods and feelings, of words and the reverberations and vibrations they create in a reader's mind. Her job is to shape and sculpt the words in an advertisement. Gwen works as a(n)________.

Accepted Answer

A) art director 
B) creative director 
C) copywriter 
D) wordsmith 
E) proofreader 
A) art director 
B) creative director 
C) copywriter 
D) wordsmith 
E) proofreader

Question 12

The literary technique of parallel construction uses repetition of sounds.

Accepted Answer

A) True 
 B)False

Question 13

What is the most important word selection in marketing communication?

Accepted Answer

A) headline 
B) slogan 
C) brand or corporate name 
D) mission statement 
E) display copy 
A) headline 
B) slogan 
C) brand or corporate name 
D) mission statement 
E) display copy

Question 14

What kind of writing should a copywriter use when creating an ad that will be placed in a directory?

Accepted Answer

For directory advertising, it's advisabl

Question 15

If a message tries to convey abstract qualities, such as justice and quality, words tend to communicate these concepts more easily than pictures.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is NOT a literary technique used by copywriters to enhance the memorability of subheads, slogans, and taglines?

Accepted Answer

A) direct address 
B) parallel construction 
C) music 
D) rhyme 
E) cliche 
A) direct address 
B) parallel construction 
C) music 
D) rhyme 
E) cliche

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Which type of indirect-action headline are strictly used for curiosity and provocative power?

Accepted Answer

A) assertions 
B) puzzles 
C) how-to heads 
D) associations 
E) news announcements 
A) assertions 
B) puzzles 
C) how-to heads 
D) associations 
E) news announcements

Question 19

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 ________.

Accepted Answer

A) write-ins 
B) readers 
C) visuals 
D) key words 
E) click-throughs 
A) write-ins 
B) readers 
C) visuals 
D) key words 
E) click-throughs

Question 20

The principles of good copywriting are not really applicable to web ads.

Accepted Answer

A) True 
 B)False

Which paragraph(s)gets special attention in body copy?

A print advertisement is created in which of the two following pieces?

"Pork. The other white meat" is an example of a slogan that cues the product.

Which of the following statements is false regarding copywriting in a global environment?

Commercials in song are known as ________.

Compare and contrast display copy and body copy.

Which of the following is NOT a standard approach to writing body copy?

"Your-name-here-copy" is most effectively used in corporate advertising.

The visual that sticks in the mind and becomes the image that viewers remember when they think about the commercial is known as the ________.

What is an advantage of magazine advertising over newspaper advertising?

The literary technique of parallel construction uses repetition of sounds.

What is the most important word selection in marketing communication?

What kind of writing should a copywriter use when creating an ad that will be placed in a directory?

If a message tries to convey abstract qualities, such as justice and quality, words tend to communicate these concepts more easily than pictures.

Which of the following is NOT a literary technique used by copywriters to enhance the memorability of subheads, slogans, and taglines?

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

Which type of indirect-action headline are strictly used for curiosity and provocative power?

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 ________.

The principles of good copywriting are not really applicable to web ads.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 9: Copywriting

Which paragraph(s)gets special attention in body copy?

A print advertisement is created in which of the two following pieces?

"Pork. The other white meat" is an example of a slogan that cues the product.

Which of the following statements is false regarding copywriting in a global environment?

Commercials in song are known as ________.

Compare and contrast display copy and body copy.

Which of the following is NOT a standard approach to writing body copy?

"Your-name-here-copy" is most effectively used in corporate advertising.

The visual that sticks in the mind and becomes the image that viewers remember when they think about the commercial is known as the ________.

What is an advantage of magazine advertising over newspaper advertising?

The literary technique of parallel construction uses repetition of sounds.

What is the most important word selection in marketing communication?

What kind of writing should a copywriter use when creating an ad that will be placed in a directory?

If a message tries to convey abstract qualities, such as justice and quality, words tend to communicate these concepts more easily than pictures.

Which of the following is NOT a literary technique used by copywriters to enhance the memorability of subheads, slogans, and taglines?

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

Which type of indirect-action headline are strictly used for curiosity and provocative power?

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 ________.

The principles of good copywriting are not really applicable to web ads.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters