Deck 6: Creative Message Strategies

Question 1

Which of the following phrases does not typify compelling copy?

A)"Are you tired of the backbreaking work caring for your lawn?"
B)"At last…a simple, effective way to rid your house of bugs."
C)"Do you need more room in your house…or a new roof?"
D)"Vote for Joe Smith for Mayor."

Answer 1

D

Question 2

In direct marketing, good copy conveys _____.

A)advantages
B)customer needs
C)benefits
D)features

Answer 2

C

Question 3

In writing copy for direct marketing, it is necessary to translate features into benefits. Which statement below best typifies this?

A)"Our lawn seed is 100% guaranteed or your money will be refunded."
B)"Our lawn seed is guaranteed to germinate."
C)"Our lawn seed will make you the envy of your neighborhood."
D)"Our lawn seed is 100% weed free."

Answer 3

C

Question 4

Which of the following are not involvement devices?

A)links
B)puzzles
C)tokens
D)post script

Question 5

The creative process to develop compelling messages for any direct response promotion begins with:

A)the "big idea"
B)research
C)copywriting
D)creating graphics

Question 6

Jay Conrad Levinson describes a meme as:

A)short opening paragraph
B)the offer itself
C)selfexplanatory symbol
D)animated graphic

Question 7

Which of the following is something you do not do in creating a digital video:

A)create a storyboard
B)select background colors
C)import images
D)create transitions

Question 8

Banner ads are created primarily to:

A)state the "big idea" quickly
B)highlight the advertiser's logo
C)engage the viewer and drive action
D)save money by being brief

Question 9

Which of the following would be considered a basic design principle:

A)alignment
B)repetition
C)contrast
D)all of the above

Question 10

Which of the following likely motivates someone to buy something:

A)the need to gain acceptance
B)the need to avoid criticism
C)the need to become good citizens
D)all of the above

Question 11

The visual portion of a television commercial is shown through a series of illustrations called ________.

A)storyboards
B)comics
C)graphics
D)concepts

Question 12

Which of the following is not a proven successful copywriting formula?

A)Bob Stone's SevenStep Formula
B)AIDA
C)KISS Principle
D)StarLockPush

Question 13

According to the text, direct response copywriting is ______.

A)an art
B)a science
C)both art and science
D)luck

Question 14

The key objective of creative copy for direct marketers is to generate _________.

A)brand awareness
B)trial purchase
C)return on investment
D)positive image

Question 15

Which of the following statements is false with regard to the "big idea" in direct response copywriting?

A)The big idea should become the company's tagline.
B)The big idea should be used throughout the promotional campaign.
C)The big idea should be detailed to convey product specifications.
D)The big idea is the unique selling point.

Question 16

Which of the following is a potential method for creating a "big idea" for a direct response campaign?

A)individual brainstorming sessions
B)group brainstorming sessions
C)polishing an offthewall idea
D)All of the above are correct

Question 17

According to the text, the first step in creating an Internet promotion is to ______.

A)conduct research about the target customer
B)determine the appropriate links to feature on the home page
C)disseminate incentives for the prospect to visit a company's Web site
D)determine the sequencing of each visit with clicks and links

Question 18

The creative process for any direct response promotion begins with idea generation.

Question 19

Direct marketers feel "it's not creative unless it sells something."

Question 20

Direct marketers always relate the costs of promotion to the results achieved from it.

Question 21

A formula used a great deal by direct response copywriters is known as AIDA, which stands for Attract Attention, Arouse Interest, Stimulate Desire, and Call for Action.

Question 22

The use of ink through color, gloss, intensity, and placement has no effect on the impression of the copy

Question 23

The KISS principle deals with keeping the message stimulating and highlighting product features.

Question 24

Effective radio advertisements contain easy to remember taglines and contain repetition.

Question 25

Online videos are relatively easy to produce and are gaining in popularity with advertisers.

Question 26

The subject line is of little importance for outbound email messages.

Question 27

Time is not considered to be a major limitation in creating direct response television commercials.