Exam 9: Promotional Writing

The key set is what sticks in the mind and becomes the image that viewers remember when they think about the commercial.

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

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

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

A sentence or short piece of copy that explains what the viewer is looking at in a photo or illustration is known as a(n)________.

The advertising agency for the Ford Focus wants to test the impact of the two headlines it is considering for a magazine ad.What kind of test can the agency conduct to determine this?

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

Which type of indirect-action headline is strictly used for curiosity and provocative power?

Subheads are short,catchy,and particularly memorable phrases used at the end of an ad to complete or wrap up the creative idea.

Which of the following literary techniques used to enhance the memorability of slogans refers to the repetition of specific sounds?

What is the difference between a tagline and a slogan?

What is the most common form of online advertising?

Which of the following can be described as "we" copy,written from the company's point of view in a pompous tone?

Refer to the following scenario to answer the questions below. Travelocity.com is an online travel agency that advertises that users will get the best prices on airfare, hotels, and rental cars. Travelocity.com uses the "Roaming Gnome" in its television commercials, often in humorous situations. For example, a recent ad showed the gnome in Europe where he plugged an American appliance (i.e., hair dryer) into a socket and was shocked across the room. All that was shown of him when the smoke cleared was the top of his gnome hat down behind a chair. Viewers hear him say, "Am I going to die?" -Most audience members who see this commercial remember the image of the Roaming Gnome being jolted across the room.This visual is known as a(n)________.

In a ________ culture,brand communication messages are best understood when presented within contextual clues.

What kind of writing should a copywriter use when creating an ad that will be placed in a directory?

A commercial's ________ refers to how fast or slowly the action progresses.

Refer to the following scenario to answer the questions below. Travelocity.com is an online travel agency that advertises that users will get the best prices on airfare, hotels, and rental cars. Travelocity.com uses the "Roaming Gnome" in its television commercials, often in humorous situations. For example, a recent ad showed the gnome in Europe where he plugged an American appliance (i.e., hair dryer) into a socket and was shocked across the room. All that was shown of him when the smoke cleared was the top of his gnome hat down behind a chair. Viewers hear him say, "Am I going to die?" -Based on the description of the Roaming Gnome commercials,Travelocity.com's objective for these ads is most likely to ________.

The copywriter for a television message typically makes the decisions about location,music,and casting,while the director for a television message typically makes the decisions about words,costumes,and lighting.

List and describe five characteristics of effective copy that were given in the chapter.