Exam 9: Promotional Writing

One tip for writing effective copy is to use evocative or figurative language to build a picture in the consumer's mind.

Which of the following is NOT a technique used in television copy?

For several years,Nike included the phrase "Just Do It" in all of its advertisements,print and television.This phrase is an example of a(n)________.

A short phrase that wraps up the key idea or creative concept and that usually appears at the end of the body copy is known as a(n)________.

If your brand communication objective is to generate awareness of the brand,then you should most likely avoid humor in your advertising.

Commercials shot outside the studio are said to be filmed ________,which means the entire crew and cast are transported somewhere away from the studio.

Howard Computers is a manufacturer of portable medical laptop computers,which are more technical than a typical laptop computer.Howard Computers will be advertising in trade and medical professional publications.Which approach to writing copy would be most appropriate for this product and target market?

"Pork.The other white meat." is an example of a slogan that cues the product.

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 is the company most likely trying to accomplish?

________ occurs in a radio commercial 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 from the TV commercial.

Which of the following is NOT considered one of the copywriter's tools?

Slang is usually easy to use effectively in radio advertising.

What are the two primary toolkits available to television copywriters?

Television copywriters have two primary toolkits: video and audio.

Public relations news and feature stories are written and distributed to external media in a ready-to-publish format called a ________.

The literary technique of parallel construction uses repetition of sounds.

A magazine ad for Aveeno moisturizing lotion states,"Get healthy skin for life." Identify and describe the type of headline this illustrates.

Refer to the passage below to answer the following questions. Advertisements for a particular brand of soap include the phrase, "Love the skin you're in." Print ads usually show a close-up of a young woman's clean face, and the copy is usually written as if she is telling the reader the benefits of this soap. She explains how soft your skin will feel and how much you will love that feeling. The copy of this ad was translated into several foreign languages so that it could be used globally. However, German women thought it was strange to use the word love in reference to something other than another person. -Which two literary techniques for writing copy are represented in this slogan?

Vardaman Toyota routinely shoots television commercials in its car lot rather than in a studio.These commercials are shot ________.

"Your-name-here copy" is most effectively used in corporate advertising.