Question 1

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

Accepted Answer

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

Question 2

Quickflix is an online DVD rental service.They use a simple cartoon named 'Qooey' in their materials to help consumers find the movie they're looking for.While 'Qooey' is currently only two-dimensional,what type of talent would he be if he were to be animated and used to promote the Quickflix brand and the benefits of using the online service in a television commercial?

Accepted Answer

A) Announcer 
B) Spokesperson 
C) Character type 
D) Celebrity 
E) Talking head 
A) Announcer 
B) Spokesperson 
C) Character type 
D) Celebrity 
E) Talking head

Question 3

The person who shapes and sculpts the words in an advertisement is always a creative director.

Accepted Answer

A) True 
 B)False

Question 4

Generic or your-name-here copy describes words that only one company can use with their signature at the end.

Accepted Answer

A) True 
 B)False

Question 5

The statement,'Stay where you are,New Zealand,I'm coming over',appearing at the end of advertisement promoting tourism to New Zealand,is known as a ________.

Accepted Answer

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

Question 6

List any five of the eight principles of effective copywriting given in the 'Practical Tips' feature in the chapter.

Accepted Answer

Students can list any five of

Question 7

An assertion headline politely tells the reader to do something.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is a characteristic of television copy?

Accepted Answer

A) Action 
B) Demonstration 
C) Storytelling 
D) Emotion 
E) All of the above 
A) Action 
B) Demonstration 
C) Storytelling 
D) Emotion 
E) All of the above

Question 9

If it's not obvious who the ad is for with the logo missing,it may not be worth the client's investment.

Accepted Answer

A) True 
 B)False

Question 10

Which paragraph(s)gets special attention in body copy?

Accepted Answer

A) Lead 
B) Close 
C) Middle 
D) (a)and (b) 
E) (a)and (c) 
A) Lead 
B) Close 
C) Middle 
D) (a)and (b) 
E) (a)and (c)

Question 11

Maree's job is to develop collateral material used in support of an advertising campaign.This involves producing:

Accepted Answer

A) brochures 
B) flyers 
C) materials that provide details about the company or brand 
D) all of these 
E) none of these 
A) brochures 
B) flyers 
C) materials that provide details about the company or brand 
D) all of these 
E) none of these

Question 12

Which of the following is a tool of radio advertising?

Accepted Answer

A) Voice 
B) Music 
C) Sound effects 
D) (a)and (b) 
E) (a),(b)and (c) 
A) Voice 
B) Music 
C) Sound effects 
D) (a)and (b) 
E) (a),(b)and (c)

Question 13

Copywriters working on a radio commercial use a standard radio script.Why do they use one and what does it contain?

Accepted Answer

Copywriters working on a radio commercia

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

________ cultures are those in which the meaning of a message can be understood only when contained within context cues.

Accepted Answer

A) High-involvement 
B) High-stakes 
C) High-context 
D) Diverse 
A) High-involvement 
B) High-stakes 
C) High-context 
D) Diverse

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) Empathy 
B) Puzzles 
C) Associations 
D) Questions 
E) None of the above 
A) Empathy 
B) Puzzles 
C) Associations 
D) Questions 
E) None of the above

Question 18

________ occurs when the visuals from the TV version of an ad are re-created in a listener's mind by the use of key phrases and ideas on radio.

Accepted Answer

A) Adese 
B) Mental imagery 
C) Call to action 
D) Image transfer 
E) Brevity 
A) Adese 
B) Mental imagery 
C) Call to action 
D) Image transfer 
E) Brevity

Question 19

The visual or image that viewers remember when they think about the commercial is known by advertising practitioners as the ________.

Accepted Answer

A) key scene 
B) key frame 
C) key board 
D) storyboard 
E) image transfer 
A) key scene 
B) key frame 
C) key board 
D) storyboard 
E) image transfer

Question 20

A headline for a magazine ad states: 'Lose up to 2 kilos this weekend!' Which type of headline does this best represent?

Accepted Answer

A) Command 
B) News announcement 
C) Association 
D) Assertion 
E) Empathy 
A) Command 
B) News announcement 
C) Association 
D) Assertion 
E) Empathy

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

The person who shapes and sculpts the words in an advertisement is always a creative director.

Generic or your-name-here copy describes words that only one company can use with their signature at the end.

The statement,'Stay where you are,New Zealand,I'm coming over',appearing at the end of advertisement promoting tourism to New Zealand,is known as a ________.

List any five of the eight principles of effective copywriting given in the 'Practical Tips' feature in the chapter.

An assertion headline politely tells the reader to do something.

Which of the following is a characteristic of television copy?

If it's not obvious who the ad is for with the logo missing,it may not be worth the client's investment.

Which paragraph(s)gets special attention in body copy?

Maree's job is to develop collateral material used in support of an advertising campaign.This involves producing:

Which of the following is a tool of radio advertising?

Copywriters working on a radio commercial use a standard radio script.Why do they use one and what does it contain?

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

________ cultures are those in which the meaning of a message can be understood only when contained within context cues.

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

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

________ occurs when the visuals from the TV version of an ad are re-created in a listener's mind by the use of key phrases and ideas on radio.

The visual or image that viewers remember when they think about the commercial is known by advertising practitioners as the ________.

A headline for a magazine ad states: 'Lose up to 2 kilos this weekend!' Which type of headline does this best represent?

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

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

The person who shapes and sculpts the words in an advertisement is always a creative director.

Generic or your-name-here copy describes words that only one company can use with their signature at the end.

The statement,'Stay where you are,New Zealand,I'm coming over',appearing at the end of advertisement promoting tourism to New Zealand,is known as a ________.

List any five of the eight principles of effective copywriting given in the 'Practical Tips' feature in the chapter.

An assertion headline politely tells the reader to do something.

Which of the following is a characteristic of television copy?

If it's not obvious who the ad is for with the logo missing,it may not be worth the client's investment.

Which paragraph(s)gets special attention in body copy?

Maree's job is to develop collateral material used in support of an advertising campaign.This involves producing:

Which of the following is a tool of radio advertising?

Copywriters working on a radio commercial use a standard radio script.Why do they use one and what does it contain?

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

________ cultures are those in which the meaning of a message can be understood only when contained within context cues.

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

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

________ occurs when the visuals from the TV version of an ad are re-created in a listener's mind by the use of key phrases and ideas on radio.

The visual or image that viewers remember when they think about the commercial is known by advertising practitioners as the ________.

A headline for a magazine ad states: 'Lose up to 2 kilos this weekend!' Which type of headline does this best represent?

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