Exam 9: Promotional Writing

In preparation for the filming of a television ad for a new line of organic coffee,Tara has analyzed the auditions of 10 actors and actresses who hope to play one of the two characters in the commercial.Tara is in the process of ________.

According to creative professionals,humor in advertisements works best when the ________.

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. -Explain why this ad was less well received in Germany than in the United States.

What are some of the guidelines for writing effective radio commercials that address the distinctive characteristics of radio advertising?

What is the purpose of the closing paragraph in body copy?

How does the language of direct-response messages typically differ from that of other print brand communications?

Which of the following is NOT a guideline for writing effective radio commercials?

________ are sectional headlines that can be used to break up a mass of "gray" type in a large block of copy.

Public relations writers follow the traditional "five Ws" form when writing news stories sent as news releases to external media.

Compare and contrast display copy and body copy.