Exam 13: Copywriting

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

Which of the following is an innovation marketers have used to engage consumers online?

Next to the headline,the caption has the second-highest readership.

Which of the following terms refers to so-called 'we' copy written from the company's point of view in a pompous tone?

Huong 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 can identify the tone of voice that best fits the target audience and the product.Her job is to shape and sculpt the words in an advertisement.The discipline Huong has chosen is known as a(n)________.

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

Television copywriters have two primary tools: visual and audio techniques.

Stephanie is a copywriter for primarily print media.Although the print media for which she writes use the same copy elements,such as headlines and body copy,the way these elements are used varies with the objectives.Name the major print media and describe how the copy elements are used for each.

The text of the ad is known as the body copy.

Copywriters working on a radio commercial use a standard ________ format to write the copy to fit a certain time block-including all the words,dialogue,lyrics,sound effects,instructions and descriptions.

Jingle houses are businesses that specialise in writing and producing commercial music,catchy songs about a product that carry the theme and product identification.

Humour,in particular,works well on TV.

Adese includes the elements in a print ad that are designed to be read and absorbed,such as the text of the ad message and captions.

What are the two primary tools available to television copywriters?

To develop the right tone of voice,copywriters write to the ________.

Because wotif.com and lastminute.com are online travel agencies selling hotel rooms and airfares at the last minute,it's only natural that they would use web advertising,particularly banner ads.To grab the surfer's attention,which of the following should a copywriter think about?

Bob is a sales representative for a local radio station,but he also helps advertisers with the copy for their ads.Describe the main tools Bob has to work with when developing copy for radio commercials.

An ad without the ________ is just a fancy piece of art.

Describe the qualities of a good copywriter.

The culture-orientation model emphasises the cultural differences among people and nations,while recognising that people worldwide __________.