Exam 9: Copywriting

A sentence or short piece of copy that explains what the viewer is looking at in a photo or illustration is known as a(n)________.

The more elaborate the copy, the greater its impact is likely to be.

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. -One copy element of the print ad explained the effect this brand of soap had on the young woman's skin structure, which is what allows skin to feel so soft after using this soap. An arrow was used to connect the explanation to the skin on her cheek. What type of copy element does this represent?

For several years, Nike included the phrase "Just Do It" in all of its advertisements, print and television. This phrase is an example of a(n)________.

Bob is a sales representative for a local radio station, but he also helps advertisers with the copy for their ads. What are the main tools Bob has to work with when developing copy for radio commercials and how are they used?

The advertising agency for Ford Focus wants to test which of the two headlines it is considering for a magazine ad will have the greatest impact on the target audience. What kind of test can the agency conduct to determine this?

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?" -When a new concept and execution is developed for a television commercial, Travelocity.com's advertising agency provides a visual plan or layout of the commercial for the company to approve. This plan is called a(n)________.

An advertisement for an exercise bike exclaimed "Get fit as a fiddle!" Which of the following best describes this copy?

The key set is what sticks in the mind and becomes the image that viewers remember when they think about the commercial.

Which element in print advertising conveys the main message so that people get the point of the ad?

Which of the following copy elements in a print ad is a sentence that floats around the visual, usually with a line or arrow pointing to some specific element in the visual that it names and explains?

Next to the headline, which copy element has the second-highest readership?

A print ad for Wonder Bread used a picture of a little boy with sentences floating around him and arrows pointing to various parts of his body. Each arrow was accompanied by a statement about how Wonder Bread helps a specific body part. These sentences and lines pointing to the various parts of the visual are known as ________.

In a television ad, where does the action take place?

Which of the following is false regarding advertising writing style?

Which type of direct-action headline states a claim or a promise that will motivate someone to try the product?

George just finished writing the copy for a pamphlet detailing the healthy food options at a chain of fast food restaurants. The pamphlet will be available at the counter of each restaurant, giving customers the opportunity to find out more about the health value of different meal combinations before they order. George has written ________.

Because of the clutter in newspapers, the copy in newspaper advertisements has to work harder than other kinds of advertising to catch the attention of its audience.

Which of the following is a type of indirect-action headline?

Experts suggest that copywriters use no less than 20 words in outdoor advertising copy.