Exam 9: Copywriting

What are the two primary toolkits available to television copywriters?

The people appearing in a television commercial are referred to as the talent.

A commercial's ________ refers to how fast or slowly the action progresses.

Display copy includes the elements that are designed to be read and absorbed, such as the text of the ad message and captions.

The two categories of copy in print advertising are display copy and body copy.

List five characteristics for writing effective copy that were given in the chapter.

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. -Explain why this ad was less well received in Germany than in the United States.

The most important characteristic of copywriting for outdoor advertising is brevity.

Copy-tests of headlines using two versions of the same ad are known as ________.

Which type of advertising is not considered as intrusive as the others?

If a company wants to advertise in a print medium that is unintrusive, straightforward, and informative, what medium should it choose?

Television copywriters have two primary toolkits: video and audio.

Segments of action in a television commercial that occur in a single location are known as ________.

Good headlines interrupt readers' scanning and get their attention, present the selling premise, and lead to conviction.

Subheads are short, catchy, and particularly memorable phrases used at the end of an ad to complete or wrap up the creative idea.

Which of the following is NOT a type of direct-action headline?

According to researchers, what percentage of readers who read the headline goes on to read the body copy?

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. -The phrase "Love the skin you're in" appears in every ad for this product. Explain what element of copy this represents.

Rob has been writing advertising copy for magazine ads for many years, but now he wants to venture into writing copy for web ads. Explain how writing for the web is going to be different for Rob.

Storytelling is one way that copywriters can present action in a television commercial more powerfully than in other media. Discuss the characteristics of storytelling and message design.