Question 1

Which of the following is NOT a guideline for writing effective radio commercials?

Accepted Answer

A) Keep it impersonal. 
B) Wake up the inattentive. 
C) Speak to listeners' interests. 
D) Make it memorable. 
E) Include call to action. 
A) Keep it impersonal. 
B) Wake up the inattentive. 
C) Speak to listeners' interests. 
D) Make it memorable. 
E) Include call to action.

Question 2

The slogan "Have it your way" is an example of which of the following literary techniques used by advertisers?

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 3

Which standard approach to writing body copy defines technical information in understandable language?

Accepted Answer

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

Question 4

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

Accepted Answer

A) news announcement 
B) puzzles 
C) association 
D) question 
E) provocation 
A) news announcement 
B) puzzles 
C) association 
D) question 
E) provocation

Question 5

Which of the following is the most accurate statement about humor in advertising?

Accepted Answer

A) The goal is to generate awareness and recall of a simple message. 
B) If the ad is funny enough, what it's advertising is less important. 
C) The target audience for funny ads is mainly middle-aged women. 
D) Humor works best in print. 
E) The audience should have a high need for cognition. 
A) The goal is to generate awareness and recall of a simple message. 
B) If the ad is funny enough, what it's advertising is less important. 
C) The target audience for funny ads is mainly middle-aged women. 
D) Humor works best in print. 
E) The audience should have a high need for cognition.

Question 6

Which copy element develops the sales messages, states the argument, summarizes the proof, and provides explanation?

Accepted Answer

A) headline 
B) subhead 
C) caption 
D) body copy 
E) display copy 
A) headline 
B) subhead 
C) caption 
D) body copy 
E) display copy

Question 7

A car insurance company has a successful and popular television commercial. The company would like to expand its advertising to radio, building on the momentum of its television campaign. What technique should the company use to convey its television ad on the radio?

Accepted Answer

A) keep it personal 
B) speak to listeners' interests 
C) make it memorable 
D) image transfer 
E) call to action 
A) keep it personal 
B) speak to listeners' interests 
C) make it memorable 
D) image transfer 
E) call to action

Question 8

Which of the following is a tool of radio advertising?

Accepted Answer

A) headline 
B) body copy 
C) theater 
D) motion 
E) voice 
A) headline 
B) body copy 
C) theater 
D) motion 
E) voice

Question 9

As described in the chapter's opening vignette, what tagline captured the Big Idea in the campaign for Chick-fil-A?

Accepted Answer

A) Cows for Chick-fil-A 
B) Chicken is good food 
C) Finger Lickin' Good 
D) Eat Mor Chikin 
E) America's Best Loved Chicken Sandwich 
A) Cows for Chick-fil-A 
B) Chicken is good food 
C) Finger Lickin' Good 
D) Eat Mor Chikin 
E) America's Best Loved Chicken Sandwich

Question 10

Which of the following is considered the most important element in radio advertising?

Accepted Answer

A) voice 
B) music 
C) sound effects 
D) motion 
E) copy 
A) voice 
B) music 
C) sound effects 
D) motion 
E) copy

Question 11

________ includes the elements in a print ad that are designed to be read and absorbed.

Accepted Answer

A) Body copy 
B) Display copy 
C) Adese 
D) Brag-and-boast copy 
E) News copy 
A) Body copy 
B) Display copy 
C) Adese 
D) Brag-and-boast copy 
E) News copy

Question 12

Music serves the same function in both radio and television advertising.

Accepted Answer

A) True 
 B)False

Question 13

A(n)________ is the visual plan or layout of the commercial that shows the number of scenes, the composition of the shots, and the progression of the action.

Accepted Answer

A) key frame 
B) script 
C) storyboard 
D) storyline 
E) action plan 
A) key frame 
B) script 
C) storyboard 
D) storyline 
E) action plan

Question 14

What is a major advantage of newspaper advertising?

Accepted Answer

Newspaper advertising is one of the few

Question 15

Which of the following is NOT a role for which people can be cast in a television commercial?

Accepted Answer

A) announcer 
B) director 
C) spokesperson 
D) character type 
E) celebrity 
A) announcer 
B) director 
C) spokesperson 
D) character type 
E) celebrity

Question 16

All print ads end with a call to action with instructions on how to respond.

Accepted Answer

A) True 
 B)False

Question 17

Toni is a copywriter for several clients' accounts. Regardless of the campaign, she falls back on general principles that guide her development of headlines for ads. Discuss two general principles that she likely uses when developing a headline for an ad.

Accepted Answer

Because headlines are so important, some

Question 18

A distinctive catch phrase that serves as a motto for a campaign, brand, or company is known as a(n)________.

Accepted Answer

A) caption 
B) overline 
C) underline 
D) call-out 
E) slogan 
A) caption 
B) overline 
C) underline 
D) call-out 
E) slogan

Question 19

Which category of headlines is straightforward and informative?

Accepted Answer

A) call-outs 
B) call to actions 
C) overlines 
D) indirect-action 
E) direct-action 
A) call-outs 
B) call to actions 
C) overlines 
D) indirect-action 
E) direct-action

Question 20

What element is essential in visual storytelling, as shown in audience reactions to the video of Susan Boyle on Britain's Got Talent?

Accepted Answer

A) animation 
B) element of surprise 
C) beautiful visuals 
D) emotional engagement 
E) positive feedback 
A) animation 
B) element of surprise 
C) beautiful visuals 
D) emotional engagement 
E) positive feedback

Which of the following is NOT a guideline for writing effective radio commercials?

The slogan "Have it your way" is an example of which of the following literary techniques used by advertisers?

Which standard approach to writing body copy defines technical information in understandable language?

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

Which of the following is the most accurate statement about humor in advertising?

Which copy element develops the sales messages, states the argument, summarizes the proof, and provides explanation?

A car insurance company has a successful and popular television commercial. The company would like to expand its advertising to radio, building on the momentum of its television campaign. What technique should the company use to convey its television ad on the radio?

Which of the following is a tool of radio advertising?

As described in the chapter's opening vignette, what tagline captured the Big Idea in the campaign for Chick-fil-A?

Which of the following is considered the most important element in radio advertising?

________ includes the elements in a print ad that are designed to be read and absorbed.

Music serves the same function in both radio and television advertising.

A(n)________ is the visual plan or layout of the commercial that shows the number of scenes, the composition of the shots, and the progression of the action.

What is a major advantage of newspaper advertising?

Which of the following is NOT a role for which people can be cast in a television commercial?

All print ads end with a call to action with instructions on how to respond.

Toni is a copywriter for several clients' accounts. Regardless of the campaign, she falls back on general principles that guide her development of headlines for ads. Discuss two general principles that she likely uses when developing a headline for an ad.

A distinctive catch phrase that serves as a motto for a campaign, brand, or company is known as a(n)________.

Which category of headlines is straightforward and informative?

What element is essential in visual storytelling, as shown in audience reactions to the video of Susan Boyle on Britain's Got Talent?

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 of the following is NOT a guideline for writing effective radio commercials?

The slogan "Have it your way" is an example of which of the following literary techniques used by advertisers?

Which standard approach to writing body copy defines technical information in understandable language?

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

Which of the following is the most accurate statement about humor in advertising?

Which copy element develops the sales messages, states the argument, summarizes the proof, and provides explanation?

A car insurance company has a successful and popular television commercial. The company would like to expand its advertising to radio, building on the momentum of its television campaign. What technique should the company use to convey its television ad on the radio?

Which of the following is a tool of radio advertising?

As described in the chapter's opening vignette, what tagline captured the Big Idea in the campaign for Chick-fil-A?

Which of the following is considered the most important element in radio advertising?

________ includes the elements in a print ad that are designed to be read and absorbed.

Music serves the same function in both radio and television advertising.

A(n)________ is the visual plan or layout of the commercial that shows the number of scenes, the composition of the shots, and the progression of the action.

What is a major advantage of newspaper advertising?

Which of the following is NOT a role for which people can be cast in a television commercial?

All print ads end with a call to action with instructions on how to respond.

Toni is a copywriter for several clients' accounts. Regardless of the campaign, she falls back on general principles that guide her development of headlines for ads. Discuss two general principles that she likely uses when developing a headline for an ad.

A distinctive catch phrase that serves as a motto for a campaign, brand, or company is known as a(n)________.

Which category of headlines is straightforward and informative?

What element is essential in visual storytelling, as shown in audience reactions to the video of Susan Boyle on Britain's Got Talent?

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