Exam 9: Promotional Writing

Indirect-action headlines that give little information but attempt to compel readers to read on to find out the point of the message are known as ________.

A television advertisement for Chick-fil-a shows several cows eating grass in a large field.The camera zooms out to show that the cows have eaten a pattern into the grass that reads "Eat more chikin." The message closes with the lines,"We didn't invent the chicken,just the chicken sandwich." This commercial best demonstrates which characteristic of effective copy?

The two paragraphs that get the most attention in body copy are the lead and the follow-up paragraph.

The people appearing in a television commercial are referred to as the talent.

The visual that sticks in the mind and becomes the image that viewers remember when they think about the commercial is known as the ________.

How are banner ads similar to outdoor advertising?

A magazine ad for Geico car insurance asks,"How Could You Save Over $200 on car insurance?" with a subhead of "The answer is @ your fingertips." The ad then goes on to explain how in just minutes you can get an accurate price quote when you visit Geico's website.Identify and describe the type of headline this illustrates.

Which of the following is NOT a role for which people can be cast in a television commercial?

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. -The phrase "Love the skin you're in" appears in every ad for this product.Explain which element of copy this represents.

Compare and contrast copywriting for radio and copywriting for television.

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?" -The "Roaming Gnome" is most accurately classified as which of the following?

Eddie's Body Shop is a local shop that specializes in auto body repairs and custom designs.Eddie's Body Shop wants to make sure that drivers needing auto body repairs or wanting custom designs can easily locate the shop's contact information when they need it.To meet this objective,Eddies' Body Shop should place a(n)________.

Which of the following can most likely be individually targeted and personalized?

A command headline politely tells the reader to do something.

According to researchers,how many readers who read the headline go on to actually read the body copy?

A print ad for Wonder Bread used a picture of a little boy with sentences floating around him and arrows pointing to various parts of his body.Each arrow was accompanied by a statement about how Wonder Bread helps a specific body part.These sentences and lines pointing to the various parts of the visual are known as ________.

A distinctive catch phrase that serves as a motto for a campaign,brand,or company is known as a(n)________.

All print ads end with a call to action with instructions on how to respond.

After the headline,which copy element has the second-highest readership?

Which of the following literary techniques used to enhance the memorability of slogans refers to the repetition of the structure of a sentence or phrase?