Question 1

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 2

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.

Accepted Answer

The web is more interactive than any oth

Question 3

Discuss problems advertisers might face when translating copy into another language.How can these problems be addressed?

Accepted Answer

Headlines in any language often rely on

Question 4

A major point of difference for web advertising from other advertising is that:

Accepted Answer

A) it is more fun 
B) it is more like two-way communication 
C) it is difficult to connect with consumers 
D) there is no difference 
A) it is more fun 
B) it is more like two-way communication 
C) it is difficult to connect with consumers 
D) there is no difference

Question 5

The advertising agency for the hybrid car,Toyota Prius,wants to test two headlines for a magazine campaign to determine which will have the greatest impact on the target audience.What kind of test can the agency conduct to determine this?

Accepted Answer

A) End-run test 
B) Headline test 
C) Split-run test 
D) Dual test 
E) Direct test 
A) End-run test 
B) Headline test 
C) Split-run test 
D) Dual test 
E) Direct test

Question 6

Headlines can be grouped into which two general categories?

Accepted Answer

A) Call-outs and call to actions 
B) How-to and how-not-to 
C) Taglines and slogans 
D) Direct- and indirect-action 
E) Display and body 
A) Call-outs and call to actions 
B) How-to and how-not-to 
C) Taglines and slogans 
D) Direct- and indirect-action 
E) Display and body

Question 7

Product literature is another term used to describe ________.

Accepted Answer

A) add-on materials 
B) supplemental literature 
C) collateral materials 
D) supplemental materials 
E) takeaways 
A) add-on materials 
B) supplemental literature 
C) collateral materials 
D) supplemental materials 
E) takeaways

Question 8

A type of formula writing that is full of clichés,superlatives,stock phrases and vague generalities is known as ________.

Accepted Answer

A) corporate speak 
B) display copy 
C) key copy 
D) adese 
E) your-name-here copy 
A) corporate speak 
B) display copy 
C) key copy 
D) adese 
E) your-name-here copy

Question 9

The tools of radio copywriting include voice,music and sound effects.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following writing techniques for radio advertising best mimics spoken language?

Accepted Answer

A) Using complex sentences 
B) Avoiding any use of slang 
C) Using similar voices for all characters 
D) Speaking in sentence fragments and run-ons 
E) Using the style of carefully written language 
A) Using complex sentences 
B) Avoiding any use of slang 
C) Using similar voices for all characters 
D) Speaking in sentence fragments and run-ons 
E) Using the style of carefully written language

Question 11

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.

Accepted Answer

Most of the programming on television is

Question 12

Most commercials have an invisible announcer who describes some kind of action on the screen or closes the advertisement with the product offer,known as (a)________.

Accepted Answer

A) voice-over 
B) remote-voice 
C) off-location 
D) ghost-voice 
E) voice effects 
A) voice-over 
B) remote-voice 
C) off-location 
D) ghost-voice 
E) voice effects

Question 13

A web copywriter not only writes ads to attract people to the site,but also must engage in dialogue on forums,post updates and write for newsletters.

Accepted Answer

A) True 
 B)False

Question 14

What is the purpose of the closing paragraph in body copy?

Accepted Answer

A) To give readers interesting information so that they go back and read the full body copy. 
B) Provides specific information such as price and warranty. 
C) Provides the required disclaimers. 
D) Draws the reader's attention to the selling premise. 
E) Refers back to the creative concept and wraps up the big idea. 
A) To give readers interesting information so that they go back and read the full body copy. 
B) Provides specific information such as price and warranty. 
C) Provides the required disclaimers. 
D) Draws the reader's attention to the selling premise. 
E) Refers back to the creative concept and wraps up the big idea.

Question 15

The terms strapline and jingle are somewhat interchangeable.

Accepted Answer

A) True 
 B)False

Question 16

In contrast to copywriters for other media,web copywriters appeal to consumers engaged in a linear information search,so elements of the copy depend on one another to be meaningful.

Accepted Answer

A) True 
 B)False

Question 17

In which print medium is the consumer most receptive to informative,longer copy advertising?

Accepted Answer

A) Newspapers 
B) Magazines 
C) Directories 
D) Posters 
E) Outdoor 
A) Newspapers 
B) Magazines 
C) Directories 
D) Posters 
E) Outdoor

Question 18

Name and describe the five standard approaches to writing body copy in print ads.

Accepted Answer

(1)Straightforward: Factual copy usually

Question 19

The four common lengths for TV commercials are ___,___,___ and ___ seconds.

Accepted Answer

A) 5;10;30;40 
B) 10;15;20;30 
C) 5;15;35;40 
D) 10;20;30;40 
E) 5;10;20;30 
A) 5;10;30;40 
B) 10;15;20;30 
C) 5;15;35;40 
D) 10;20;30;40 
E) 5;10;20;30

Question 20

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

Accepted Answer

A) Keep it personal. 
B) Keep it brief. 
C) Speak to listeners' interests. 
D) Make it memorable. 
E) Include call to action. 
A) Keep it personal. 
B) Keep it brief. 
C) Speak to listeners' interests. 
D) Make it memorable. 
E) Include call to action.

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

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.

Discuss problems advertisers might face when translating copy into another language.How can these problems be addressed?

A major point of difference for web advertising from other advertising is that:

The advertising agency for the hybrid car,Toyota Prius,wants to test two headlines for a magazine campaign to determine which will have the greatest impact on the target audience.What kind of test can the agency conduct to determine this?

Headlines can be grouped into which two general categories?

Product literature is another term used to describe ________.

A type of formula writing that is full of clichés,superlatives,stock phrases and vague generalities is known as ________.

The tools of radio copywriting include voice,music and sound effects.

Which of the following writing techniques for radio advertising best mimics spoken language?

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.

Most commercials have an invisible announcer who describes some kind of action on the screen or closes the advertisement with the product offer,known as (a)________.

A web copywriter not only writes ads to attract people to the site,but also must engage in dialogue on forums,post updates and write for newsletters.

What is the purpose of the closing paragraph in body copy?

The terms strapline and jingle are somewhat interchangeable.

In contrast to copywriters for other media,web copywriters appeal to consumers engaged in a linear information search,so elements of the copy depend on one another to be meaningful.

In which print medium is the consumer most receptive to informative,longer copy advertising?

Name and describe the five standard approaches to writing body copy in print ads.

The four common lengths for TV commercials are _,_,_ and _ seconds.

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

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Art Direction and Production

Filters

Exam 13: Copywriting

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

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.

Discuss problems advertisers might face when translating copy into another language.How can these problems be addressed?

A major point of difference for web advertising from other advertising is that:

The advertising agency for the hybrid car,Toyota Prius,wants to test two headlines for a magazine campaign to determine which will have the greatest impact on the target audience.What kind of test can the agency conduct to determine this?

Headlines can be grouped into which two general categories?

Product literature is another term used to describe ________.

A type of formula writing that is full of clichés,superlatives,stock phrases and vague generalities is known as ________.

The tools of radio copywriting include voice,music and sound effects.

Which of the following writing techniques for radio advertising best mimics spoken language?

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.

Most commercials have an invisible announcer who describes some kind of action on the screen or closes the advertisement with the product offer,known as (a)________.

A web copywriter not only writes ads to attract people to the site,but also must engage in dialogue on forums,post updates and write for newsletters.

What is the purpose of the closing paragraph in body copy?

The terms strapline and jingle are somewhat interchangeable.

In contrast to copywriters for other media,web copywriters appeal to consumers engaged in a linear information search,so elements of the copy depend on one another to be meaningful.

In which print medium is the consumer most receptive to informative,longer copy advertising?

Name and describe the five standard approaches to writing body copy in print ads.

The four common lengths for TV commercials are ___,___,___ and ___ seconds.

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

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Art Direction and Production

Filters

The four common lengths for TV commercials are _,_,_ and _ seconds.