Exam 9: Promotional Writing

Bob is a sales representative for a local radio station,but he also helps advertisers with the copy for their ads.What are the main tools Bob has to work with when developing copy for radio commercials,and how are they used?

Briefly explain why a headline should move readers from the process of scanning to reading.

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

To be effective,a headline needs to interrupt readers' scanning and get their attention,present the selling premise,and lead to conviction.

The audio elements for television and radio messages are the same.

Gwen was an English major in college and 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 the images and associations they create in a reader's mind.Her job is to select,shape and sculpt the words in an advertisement.Gwen works as a(n)________.

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

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

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. -One copy element of the print ad explained the effect this brand of soap had on the young woman's skin structure,which is what allows skin to feel so soft after using this soap.An arrow was used to connect the explanation to the skin on her cheek.What type of copy element does this represent?

The slogan "Have it your way" is an example of which of the following literary techniques used by advertisers?

The more elaborate the copy,the greater its impact is likely to be.

The last line of copy in a magazine advertisement for Post-its reads,"Find out more at post-it.com/bigpad." This is an example of a call to action.

A ________ of an ad translates the foreign language copy into the original domestic language to check the accuracy of the message.

Speaking style in radio advertising should match the speech style of the target audience.

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

The text of the ad is known as the ________.

Most ________ is brief,straightforward,and informative,providing critical information about styles,sizes,and prices of merchandise.

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

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.

Which of the following is another name for the first paragraph of the body copy?