Deck 10: Promotional Writing

Question 1

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?

A)using news
B)using imaginative description
C)providing product information
D)being original
E)being general

Answer 1

D

Question 2

The slogan "Have it your way" is an example of which of the following literary techniques used by advertisers?

A)direct address
B)parallel construction
C)music
D)rhyme
E)cliché

Answer 2

A

Question 3

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

A)a startling phrase
B)rhyme
C)combination
D)parallel construction
E)direct address

Answer 3

E

Question 4

A type of formula writing that is full of clichés,superlatives,stock phrases,and vague generalities is known as ________.

A)hyperbole
B)display copy
C)key copy
D)adese
E)news copy

Question 5

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

A)direct address
B)parallel construction
C)startling phrase
D)rhyme,rhythm,alliteration
E)cue the product

Question 6

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

A)audience has a high need for cognition
B)product is high-involvement
C)ad appears in print media rather than broadcast
D)product is high-risk
E)audience has a low need for cognition

Question 7

An advertisement for an exercise bike states,"Get fit as a fiddle fast!" Which of the following literary techniques is used in this advertisement?

A)a startling phrase
B)alliteration
C)combination
D)parallel construction
E)cue the product

Question 8

What is the most important word selection in marketing communication?

A)headline
B)slogan
C)brand or corporate name
D)mission statement
E)display copy

Question 9

For several years,Nike included the phrase "Just Do It" in all of its advertisements,print and television.This phrase is an example of a(n)________.

A)caption
B)underline
C)slogan
D)call-out
E)copyright

Question 10

According to research reported in the text,which of the following letters have a calming or relaxing effect?

A)T and K
B)X and Z
C)C and S
D)P and K
E)S and Z

Question 11

Public relations news and feature stories are written and distributed to external media in a ready-to-publish format called a ________.

A)creative brief
B)news release
C)script
D)storyboard
E)press kit

Question 12

Letters with a hard edge,such as T and K,suggest ________.

A)relaxation
B)innovation
C)effectiveness
D)speed
E)calm

Question 13

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

A)news releases
B)collateral materials
C)direct-response messages
D)directory ads
E)print magazine ads

Question 14

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?

A)direct address
B)parallel construction
C)startling phrase
D)rhyme,rhythm,alliteration
E)cue the product

Question 15

According to creative professionals,which type of audience member responds best to humor in advertising copy?

A)younger male
B)younger female
C)middle-aged male
D)middle-aged female
E)retired adult

Question 16

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

A)hyperbole
B)display copy
C)key copy
D)brag-and-boast copy
E)your-name-here copy

Question 17

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)________.

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

Question 18

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

A)account planner
B)art director
C)copywriter
D)creative director
E)account manager

Question 19

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

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

Question 20

Which of the following is an example of a corporate publication?

A)newsletter
B)public service advertisement
C)banner ad
D)news release
E)testimonial

Question 21

Which of the following is NOT considered one of the copywriter's tools?

A)adese
B)overlines
C)body copy
D)call-outs
E)calls to action

Question 22

The text of the ad is known as the ________.

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

Question 23

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

A)overlines and underlines
B)heads and subheads
C)display and body copy
D)call-outs and calls to action
E)taglines and slogans

Question 24

Which of the following copy elements in a print ad is a sentence that floats around the visual,usually with a line or arrow pointing to some specific element in the visual that it names and explains?

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

Question 25

Which type of headline is straightforward and informative?

A)call-out
B)call to action
C)overline
D)indirect action
E)direct action

Question 26

Copy tests of headlines using two versions of the same ad are known as ________ tests.

A)end-run
B)tag
C)split-run
D)dual
E)direct

Question 27

Gwen,an English major in college,took a job at an advertising agency after she graduated.She knows the meanings and derivations,as well as the moods and feelings,of words and the images and associations they create in a reader's mind.Her job is to select,shape and sculpt the words in an advertisement.Gwen works as a(n)________.

A)art director
B)creative director
C)copywriter
D)wordsmith
E)proofreader

Question 28

________ include(s)all elements that readers see in their initial scanning;these elements are set in larger type size than other elements of a print ad.

A)Body copy
B)Display copy
C)Adese
D)Headlines
E)Subheads

Question 29

Which element in print advertising conveys the main message so that people get the point of the ad?

A)headline
B)overline
C)body copy
D)subhead
E)call to action

Question 30

Which type of direct-action headline states a claim or a promise that will motivate someone to try the product?

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

Question 31

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

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

Question 32

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 copy would be most appropriate for this product and target market?

A)being conversational
B)being funny
C)being specific
D)using alliteration
E)using adese

Question 33

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

A)lead paragraph
B)headline
C)subhead
D)tagline
E)slogan

Question 34

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

A)5 percent
B)20 percent
C)50 percent
D)70 percent
E)90 percent

Question 35

________ includes the elements in a print ad that are designed to be read and absorbed.

A)Body copy
B)Display copy
C)Adese
D)Brag-and-boast copy
E)News copy

Question 36

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

A)news announcement
B)puzzle
C)association
D)question
E)provocation

Question 37

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)________.

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

Question 38

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

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

Question 39

Headlines can be grouped into which two general categories?

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

Question 40

Which of the following is the primary criterion for judging the value of a news story?

A)appeal
B)originality
C)creativity
D)newsworthiness
E)tone of voice

Question 41

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

A)theater of the mind
B)emotional resonance
C)image enhancement
D)abstract theater
E)synthesis

Question 42

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

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

Question 43

What is the most important characteristic of copywriting for outdoor advertising?

A)rhythm
B)adese
C)call to action
D)brevity
E)alliteration

Question 44

Which of the following is considered the most important element in radio advertising?

A)human voice
B)instrumental music
C)sound effects
D)jingle
E)copy

Question 45

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

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

Question 46

Commercials in song are known as ________.

A)jingles
B)musicals
C)lyricals
D)sound effects
E)voice-overs

Question 47

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

A)Keep it impersonal.
B)Wake up the inattentive.
C)Speak to listeners' interests.
D)Make it memorable.
E)Include a call to action.

Question 48

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

A)Captions
B)Subheads
C)Taglines
D)Slogans
E)Direct headlines

Question 49

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

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 50

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

A)overlines
B)underlines
C)call-outs
D)captions
E)taglines

Question 51

Which of the following is a tool of radio advertising?

A)headline
B)body copy
C)theater
D)motion
E)voice

Question 52

Which paragraph or combination of paragraphs in body copy are most likely to be read?

A)lead only
B)middle and closing
C)lead,middle,and closing
D)lead and closing
E)lead and middle

Question 53

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

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

Question 54

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)blind headlines
B)blank headlines
C)assertion headlines
D)taglines
E)commands

Question 55

Which of the following media rely most heavily on visuals?

A)direct-response messages
B)newsletters
C)newspapers
D)directories
E)outdoor boards

Question 56

Brochures and pamphlets that provide details about a product,company,or event are known as ________.

A)add-on materials
B)service materials
C)collateral materials
D)overlines
E)underlines

Question 57

Which copy element develops the sales message,states the argument,summarizes the proof,and provides an explanation?

A)headline
B)subhead
C)caption
D)body copy
E)display copy

Question 58

In which print medium can ads be more informative and carry longer copy?

A)newspapers
B)magazines
C)directories
D)posters
E)outdoor advertising

Question 59

Which of the following is another name for the first paragraph of the body copy?

A)tagline
B)lead
C)underline
D)overline
E)headline

Question 60

Most ________ is brief,straightforward,and informative,providing critical information about styles,sizes,and prices of merchandise.

A)direct-response copy
B)newspaper advertising copy
C)directory advertising copy
D)news release copy
E)outdoor advertising

Question 61

In a television ad,where does the action take place?

A)storyboard
B)script
C)cast
D)set
E)frame

Question 62

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?

A)end-run test
B)body copy test
C)split-run test
D)dual test
E)direct test

Question 63

Which of the following involves an announcer,who is not visible,describing some kind of action taking place on the screen?

A)voice-over
B)remote-voice
C)off-location
D)ghost-voice
E)monologue

Question 64

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 learn about the nutritional value of different meal combinations before they order.George has written ________.

A)underline material
B)taglines
C)collateral material
D)slogans
E)overline material

Question 65

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)overlines
B)underlines
C)subheads
D)call-outs
E)cut-outs

Question 66

A Johnson & Johnson campaign for the company's "Healthy People" initiative includes posters with the headline "Keep your spirit pure" with no additional information in the headline.This is an example of a(n)________ headline.

A)how-to
B)indirect
C)action
D)news
E)identifying

Question 67

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

A)announcer
B)director
C)spokesperson
D)character type
E)celebrity

Question 68

Which of the following is NOT a technique used in television copy?

A)action
B)demonstration
C)storytelling
D)emotion
E)underline

Question 69

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.

A)key frame
B)script
C)storyboard
D)storyline
E)action plan

Question 70

________ occurs in a radio commercial when the visuals from the TV version of an ad are re-created in a listener's mind by the use of key phrases and ideas from the TV commercial.

A)Theater of the mind
B)Memorability
C)Call to action
D)Image transfer
E)Recognition

Question 71

Segments of action in a television commercial that occur in a single location are known as ________.

A)scenes
B)photoboards
C)key frames
D)storyboards
E)scripts

Question 72

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

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

Question 73

What is the most common form of online advertising?

A)blogs
B)native advertising
C)pop-ups
D)email ads
E)banners

Question 74

A website writer wanting to improve the user experience of a site should follow which of the following tips?

A)Provide detailed information on the top of the page.
B)Create multiple links throughout the text so users can navigate to multiple pages.
C)Convert bullet points to paragraphs.
D)Keep it simple.
E)Design major copy blocks that flow into each other.

Question 75

Banner ads normally invite viewers to click on the banner to link to an ad or the advertiser's home page.The effectiveness of such efforts is monitored in part by the number of ________.

A)write-ins
B)readers
C)visuals
D)key words
E)click-throughs

Question 76

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

A)brand personality
B)key frame
C)tagline
D)elemental visual
E)scripted visual

Question 77

What are the two primary toolkits available to television copywriters?

A)voice-over and on-camera
B)voice and sound effects
C)visual and audio
D)on- and off-location
E)script and storyboard

Question 78

Commercials shot outside the studio are said to be filmed ________,which means the entire crew and cast are transported somewhere away from the studio.

A)off frame
B)on camera
C)on location
D)off location
E)off camera

Question 79

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

A)storytelling
B)action
C)direction
D)key frame
E)pace

Question 80

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.

A)storyboard
B)radio script
C)transcript
D)dialogue
E)dual-column