Exam 9: Promotional Writing

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

A message that uses an emotional pivot structure creates a feeling at the beginning of the message and then intensifies that feeling throughout the message.

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

In comparison to direct-action headlines,indirect-action headlines are more effective tools for targeting the right audience for the brand.

A headline for a magazine ad states "Lose up to 10 pounds this weekend!" Which type of headline does this best represent?

George just finished writing the copy for a pamphlet detailing the healthy food options at a chain of fast food restaurants.The pamphlet will be available at the counter of each restaurant,giving customers the opportunity to find out more about the health value of different meal combinations before they order.George has written ________.

Which of the following are the two categories of copy that print advertising uses?

The person who shapes and sculpts the words in marketing communication is called a(n)________.

Briefly explain the targeting function of a headline.

Phrases or sentences that either lead into the headline or follow up on the thought in the headline are known as ________.

Which type of indirect-action headline uses image and lifestyle to get attention and build interest?

Members of an audience for Internet ads are referred to as visitors or surfers rather than readers or listeners.

A line at the end of an ad that encourages people to respond and gives information on how to respond is called a(n)________.

List and describe five techniques copywriters can use to create catchy,memorable slogans.

Which statement is most likely FALSE regarding advertising writing style?

Only grammatically correct sentences should be used in advertising copy.

Which of the following media rely most heavily on visuals?

What is the most important word selection in marketing communication?

The Microsoft slogan "Where do you want to go today?" is most likely an example of which of the following literary techniques?

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