Question 1

David Ogilvy said that the headline is the most important element in an advertisement.Which of the following is NOT one of his principles about writing headlines?

Accepted Answer

A) A headline should attract only those who are prospects. 
B) A headline should work in combination with the visual. 
C) A headline should identify the brand. 
D) A headline should lead readers into the body copy. 
E) A headline should omit the selling premise. 
A) A headline should attract only those who are prospects. 
B) A headline should work in combination with the visual. 
C) A headline should identify the brand. 
D) A headline should lead readers into the body copy. 
E) A headline should omit the selling premise.

Question 2

Which of the following is a literary technique used by copywriters to enhance the memorability of subheads,slogans and taglines?

Accepted Answer

A) Direct address 
B) Unexpected phrasing 
C) Rhyme,rhythm and alliteration 
D) Music 
E) All of the above 
A) Direct address 
B) Unexpected phrasing 
C) Rhyme,rhythm and alliteration 
D) Music 
E) All of the above

Question 3

Commercials in song are known as ________.

Accepted Answer

A) jingles 
B) musicals 
C) lyrical 
D) sound effects 
E) voice-overs 
A) jingles 
B) musicals 
C) lyrical 
D) sound effects 
E) voice-overs

Question 4

Which of the following statements regarding copywriting in a global environment is FALSE?

Accepted Answer

A) English is more economical than many other languages. 
B) Translating the advertising appeal into the language of other markets is fraught with possible communication blunders. 
C) Most international campaigns are not literally translated. 
D) A back translation of the ad copy from one language into another always conveys a complete cultural interpretation. 
E) The most reasonable solution to the language problem is to use bilingual copywriters who understand the full meaning of the English text and can capture the essence of the message in the second language. 
A) English is more economical than many other languages. 
B) Translating the advertising appeal into the language of other markets is fraught with possible communication blunders. 
C) Most international campaigns are not literally translated. 
D) A back translation of the ad copy from one language into another always conveys a complete cultural interpretation. 
E) The most reasonable solution to the language problem is to use bilingual copywriters who understand the full meaning of the English text and can capture the essence of the message in the second language.

Question 5

Which element in print advertising conveys the main message so that people get the point of the ad?

Accepted Answer

A) Headline 
B) Call to action 
C) Body copy 
D) Subheads 
E) Tagline 
A) Headline 
B) Call to action 
C) Body copy 
D) Subheads 
E) Tagline

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Generic or your-name-here copy,whereby almost any company can use the words and tack their signature to the end,is referred to as:

Accepted Answer

A) ineffective copy 
B) bland copy 
C) do-it-yourself copy 
D) all copy 
E) none of the above 
A) ineffective copy 
B) bland copy 
C) do-it-yourself copy 
D) all copy 
E) none of the above

Question 8

Name and describe the types of direct- and indirect-action headlines.

Accepted Answer

Types of direct-action headlines:
(1)Ass

Question 9

Which of the following is a type of advertisement in which words are crucial?

Accepted Answer

A) If the message is complicated. 
B) If the ad is for a high-involvement product. 
C) If the product needs to establish authority in its category. 
D) If the ad tries to convey abstract qualities. 
E) All of the above. 
A) If the message is complicated. 
B) If the ad is for a high-involvement product. 
C) If the product needs to establish authority in its category. 
D) If the ad tries to convey abstract qualities. 
E) All of the above.

Question 10

What is the most common form of internet advertising,and what must the copywriter consider when developing such ads?

Accepted Answer

The most common form of online advertisi

Question 11

Display copy includes all elements that readers see in their initial scanning,including headlines,subheads,call-outs,taglines and slogans,and is set in larger type size than other elements of a print ad.

Accepted Answer

A) True 
 B)False

Question 12

Compare and contrast copywriting for radio and copywriting for television.

Accepted Answer

Because radio is a transitory medium,the

Question 13

________ is the text of an ad or the words that people say in a commercial.

Accepted Answer

A) Copy 
B) Body 
C) Verbiage 
D) Dialogue 
E) Headline 
A) Copy 
B) Body 
C) Verbiage 
D) Dialogue 
E) Headline

Question 14

Radio's special advantage is that the story is visualised in the listener's imagination and is referred to as ________.

Accepted Answer

A) theatre of the mind 
B) the mind's imagination 
C) image enhancer 
D) theatre of the imagination 
E) 'I saw it on the radio' 
A) theatre of the mind 
B) the mind's imagination 
C) image enhancer 
D) theatre of the imagination 
E) 'I saw it on the radio'

Question 15

To attract attention and stimulate a response,web copywriters should make extensive use of animations in banner advertising.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following qualities would make web advertisements most effective?

Accepted Answer

A) Long paragraphs full of details 
B) Graphic pyrotechnics to attract attention 
C) Click-through links to engage users 
D) Extensive use of animations 
E) An unchanging message to maintain consistency 
A) Long paragraphs full of details 
B) Graphic pyrotechnics to attract attention 
C) Click-through links to engage users 
D) Extensive use of animations 
E) An unchanging message to maintain consistency

Question 17

Which of the following statements is false regarding advertising writing style?

Accepted Answer

A) Words such as interesting,very and save are effective in ad copy. 
B) Effective copy is succinct and single-minded. 
C) Every word counts because space and time are expensive. 
D) Copy should be simple to allow the ad to compete in a cluttered environment. 
E) Copy should use the language of the target audience. 
A) Words such as interesting,very and save are effective in ad copy. 
B) Effective copy is succinct and single-minded. 
C) Every word counts because space and time are expensive. 
D) Copy should be simple to allow the ad to compete in a cluttered environment. 
E) Copy should use the language of the target audience.

David Ogilvy said that the headline is the most important element in an advertisement.Which of the following is NOT one of his principles about writing headlines?

Which of the following is a literary technique used by copywriters to enhance the memorability of subheads,slogans and taglines?

Commercials in song are known as ________.

Which of the following statements regarding copywriting in a global environment is FALSE?

Which element in print advertising conveys the main message so that people get the point of the ad?

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

Generic or your-name-here copy,whereby almost any company can use the words and tack their signature to the end,is referred to as:

Name and describe the types of direct- and indirect-action headlines.

Which of the following is a type of advertisement in which words are crucial?

What is the most common form of internet advertising,and what must the copywriter consider when developing such ads?

Display copy includes all elements that readers see in their initial scanning,including headlines,subheads,call-outs,taglines and slogans,and is set in larger type size than other elements of a print ad.

Compare and contrast copywriting for radio and copywriting for television.

________ is the text of an ad or the words that people say in a commercial.

Radio's special advantage is that the story is visualised in the listener's imagination and is referred to as ________.

To attract attention and stimulate a response,web copywriters should make extensive use of animations in banner advertising.

Which of the following qualities would make web advertisements most effective?

Which of the following statements is false regarding advertising writing style?

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

David Ogilvy said that the headline is the most important element in an advertisement.Which of the following is NOT one of his principles about writing headlines?

Which of the following is a literary technique used by copywriters to enhance the memorability of subheads,slogans and taglines?

Commercials in song are known as ________.

Which of the following statements regarding copywriting in a global environment is FALSE?

Which element in print advertising conveys the main message so that people get the point of the ad?

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

Generic or your-name-here copy,whereby almost any company can use the words and tack their signature to the end,is referred to as:

Name and describe the types of direct- and indirect-action headlines.

Which of the following is a type of advertisement in which words are crucial?

What is the most common form of internet advertising,and what must the copywriter consider when developing such ads?

Display copy includes all elements that readers see in their initial scanning,including headlines,subheads,call-outs,taglines and slogans,and is set in larger type size than other elements of a print ad.

Compare and contrast copywriting for radio and copywriting for television.

________ is the text of an ad or the words that people say in a commercial.

Radio's special advantage is that the story is visualised in the listener's imagination and is referred to as ________.

To attract attention and stimulate a response,web copywriters should make extensive use of animations in banner advertising.

Which of the following qualities would make web advertisements most effective?

Which of the following statements is false regarding advertising writing style?

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