Question 1

Which type of direct-action headline politely tells the reader to do something?

Accepted Answer

A) assertion 
B) command 
C) how-to head 
D) association 
E) news announcement

Question 2

A magazine ad for Aveeno moisturizing lotion states, "Get healthy skin for life." Identify and describe the type of headline this illustrates.

Accepted Answer

The answer of A magazine ad for Aveeno moisturizing lotion...

Question 3

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.
-Which standard approach to writing body copy does this print ad represent?

Accepted Answer

The answer of Refer to the passage below to answer...

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

The text of the ad is known as the ________.

Accepted Answer

A) headline 
B) overline 
C) body copy 
D) subhead 
E) tagline

Question 6

Howard Computers is a manufacturer of portable medical laptop computers, which are more technical than a typical laptop computer. Howard Computers will be advertising in trade and medical professional publications. Which approach to writing body copy would be most appropriate for this product and target market?

Accepted Answer

A) parallel construction 
B) narrative 
C) dialogue 
D) rhythm and alliteration 
E) translation

Question 7

Michelle just got her first job as a copywriter. Which of the following is NOT a characteristic of writing effective copy that Michelle should use?

Accepted Answer

A) be succinct 
B) get personal 
C) be conversational 
D) use variety 
E) use gimmicks

Question 8

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

Accepted Answer

A) underline 
B) caption 
C) call to action 
D) overline 
E) call-out

Question 9

Headlines can be grouped into which two general categories?

Accepted Answer

A) call-outs and call to actions 
B) overlines and underlines 
C) taglines and slogans 
D) direct- and indirect-action headlines 
E) display and body headlines

Question 10

A short phrase that wraps up the key idea or creative concept and that usually appears at the end of the body copy is known as a(n)________

Accepted Answer

A) caption 
B) overline 
C) underline 
D) call-out 
E) tagline

Question 11

The tools of radio copywriting include voice, music, and sound effects.

Accepted Answer

A) True 
 B)False

Question 12

Incorrect grammar has no place in advertising copy.

Accepted Answer

A) True 
 B)False

Question 13

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 ________.

Accepted Answer

A) blind headlines 
B) blank headlines 
C) assertion headlines 
D) tagline 
E) attention-getters

Question 14

What is the most common form of online advertising?

Accepted Answer

A) superstitials 
B) pop-ups 
C) mobile ads 
D) testimonials 
E) banner ads

Question 15

All of the following are considered display copy EXCEPT which one?

Accepted Answer

A) caption 
B) headline 
C) subhead 
D) tagline 
E) slogan

Question 16

You are going to lead the creative team in coming up with a new slogan for a client. List three techniques copywriters use to create catchy slogans.

Accepted Answer

The answer of You are going to lead the creative...

Question 17

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 "Traveling 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, and he said, "Am I going to die?"
-Because Travelocity.com is an online travel agency, it's only natural that it would use web advertising, particularly banner ads. The banner ads offered a discount for first-time users. What online copywriting strategy is this employing?

Accepted Answer

A) focusing surfers' attention 
B) using an involvement device 
C) changing the offer frequently 
D) keeping the writing succinct 
E) offering a deal

Question 18

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

Accepted Answer

A) to give readers interesting information so that they go back and read the full body copy 
B) to provide specific information such as price and warranty 
C) to highlight the required disclaimers 
D) to draw the reader's attention to the selling premise 
E) to refer back to the creative concept and wrap up the Big Idea

Question 19

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

Accepted Answer

A) display and body 
B) headline and text 
C) tagline and slogan 
D) overlines and underlines 
E) headlines and subheads

Question 20

Which standard approach to writing body copy tells a story in first person or third person?

Accepted Answer

A) straightforward 
B) narrative 
C) dialogue 
D) translation 
E) explanation

Exam 9: Copywriting

Which type of direct-action headline politely tells the reader to do something?

A magazine ad for Aveeno moisturizing lotion states, "Get healthy skin for life." Identify and describe the type of headline this illustrates.

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

The text of the ad is known as the ________.

Michelle just got her first job as a copywriter. Which of the following is NOT a characteristic of writing effective copy that Michelle should use?

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

Headlines can be grouped into which two general categories?

A short phrase that wraps up the key idea or creative concept and that usually appears at the end of the body copy is known as a(n) ________

The tools of radio copywriting include voice, music, and sound effects.

Incorrect grammar has no place in advertising copy.

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 ________.

What is the most common form of online advertising?

All of the following are considered display copy EXCEPT which one?

You are going to lead the creative team in coming up with a new slogan for a client. List three techniques copywriters use to create catchy slogans.

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

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

Which standard approach to writing body copy tells a story in first person or third person?