Deck 13: Copywriting

Question 1

________ includes the elements in a print ad that are designed to be read and absorbed, such as the text of the ad message and captions.

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

Answer 1

Body copy

Question 2

Copy-tests of headlines by using two versions of the same ad to make sure they can be understood at a glance and that they communicate exactly the right idea is known as ________.

A) end-run testing
B) headline test
C) split-run tests
D) dual tests
E) direct tests

Answer 2

split-run tests

Question 3

Which of the following literary techniques use(s) repetition of sounds?

A) rhyme
B) rhythm
C) alliteration
D) a and b
E) a, b, and c

Answer 3

a, b, and c

Question 4

Which of the following is a standard approach to writing body copy?

A) straightforward
B) narrative
C) dialogue
D) explanation
E) all of the above

Question 5

Which standard approach to writing body copy defines technical information, such as that written for the high-tech and medical industries, into understandable language?

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

Question 6

Which of the following is considered the first paragraph of the body copy?

A) primary
B) lead
C) paramount
D) initial
E) headline

Question 7

Which type of advertising is not considered intrusive because people consult this medium to find out what is on sale and what is happening in their community?

A) magazine
B) newspaper
C) outdoor
D) television
E) radio

Question 8

What does the television copywriter have to describe concerning where the action takes place?

A) costume
B) props
C) lighting
D) set
E) casting

Question 9

To grab an Internet surfer's attention, what must the copywriter think about?

A) offering a deal
B) using an involvement device
C) keeping the writing succinct
D) changing the offer frequently
E) all of the above

Question 10

The more elaborate the copy, the easier it is to understand and the greater its impact.

Question 11

Good body copy keeps people's interest so they continue reading past the headline.

Question 12

Two paragraphs that get special attention in body copy are the lead and the summary.

Question 13

Music is really not that important in television advertising.

Question 14

The storyboard, which is the visual plan or layout of the commercial, shows the number of scenes, the composition of the shots, and the progression of the action.

Question 15

As described in the chapter's opening vignette, what tagline captured the Big Idea in the campaign to increase milk consumption?

A) Mmm Good
B) Milk is good food
C) Live life, drink milk
D) Got Milk?
E) Milk and cookies go together like peanut butter and jelly

Question 16

An advertisement for an exercise bike exclaimed "Get fit as a fiddle!" What does this headline suffer from?

A) adese
B) corniness
C) brag-and-boast copy
D) your-name-here copy
E) copyright violation

Question 17

George's job is to write brochures, pamphlets, and other materials that provide details about his agency's client. The material he develops is used in support of an advertising campaign and is known as ___________.

A) add-on materials
B) supplemental literature
C) collateral materials
D) supplemental materials
E) take-aways

Question 18

As described in "The Inside Story," what was the Big Idea for the Florida Film Festival's campaign?

A) Traveling unexplored territory
B) Make it big
C) See a movie, have a party
D) Enjoy the trivial
E) Small things count

Question 19

Vardaman Toyota routinely shoots television commercials in their car lot. Commercials shot outside the studio are said to be filmed ________.

A) off camera
B) on-location
C) out-back
D) on-the-lot
E) remotely

Question 20

As described in "The Inside Story," what was the Big Idea of the Doritos Checkout Girl commercial?

A) Two couch potatoes eating Doritos while watching a TV program.
B) A girl and a guy eating Doritos in a park on a picnic.
C) Two guys eating Doritos on a ferris wheel while checking out a cute girl on the ground.
D) Flirtatious interaction between two Doritos lovers at a grocery store.
E) Sweet interaction between a girl and a boy, 8 years old sharing Doritos.

Question 21

As described in "A Matter of Practice," what was the objective of the print advertising developed for the scuba-diving industry?

A) to get divers and nondivers alike to respect the ocean and not litter in the water
B) to build a relationship with diving and move people from print to the industry's web site
C) to educate nondivers of the beauty and serenity of diving as a sport
D) to get divers to dive more frequently
E) to get divers and nondivers alike to understand that the ocean is a living thing

Question 22

As described in the chapter's closing vignette, what was the result of the milk campaign?

A) Milk consumption increased 15 million gallons over the previous year in California.
B) Generated 20% more users of milk among women.
C) Increased the awareness of milk as a healthy food.
D) Increased nationwide awareness of milk from 20 percent to 45 percent
E) Positioned milk nationally as an inexpensive drink.

Question 23

What was the target market for the Verizon campaign described in the "Hands-On" case at the end of the chapter?

A) suburban youths who text message friends
B) moms with kids aged 16 years old and under
C) children aged 6 to 10 years old who's parents want phones for security
D) multicultural, young entrepreneurial types and those that have a passion for community service
E) businesspeople who travel extensively and need a broad based network

Question 24

MINI-CASE
Travelocity.com is an online travel agency that advertises that users will get the best prices on airfare, hotels, and rental cars. They use the "Traveling Gnome" in their television commercials, and he's often in humorous situations. For example, a recent ad showed him 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?"

-Refer to Mini-Case. The "Traveling Gnome" is considered which type of talent in the television commercials?

A) announcer
B) spokesperson
C) character type
D) celebrity
E) talking head

Question 25

MINI-CASE
Travelocity.com is an online travel agency that advertises that users will get the best prices on airfare, hotels, and rental cars. They use the "Traveling Gnome" in their television commercials, and he's often in humorous situations. For example, a recent ad showed him 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?"

-Refer to Mini-Case. With all of Travelocity.com's commercials, there's one visual that sticks in the mind and becomes the image that viewers remember when they think about the commercial, such as when The "Traveling Gnome" plugged his American hair dryer into a European socket and was jolted across the room. This visual is known as a(n) ________.

A) action point
B) visual point
C) key visual
D) key frame
E) primary frame

Question 26

MINI-CASE
Travelocity.com is an online travel agency that advertises that users will get the best prices on airfare, hotels, and rental cars. They use the "Traveling Gnome" in their television commercials, and he's often in humorous situations. For example, a recent ad showed him 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?"

-Refer to Mini-Case. When a new concept and execution is developed for a television commercial, Travelocity.com's advertising agency provides a visual plan or layout of the commercial for the company to approve. The plan shows the number of scenes, the composition of the shots, and the progression of action and is known as a(n) ________.

A) storyboard
B) scene-by-scene plan
C) script
D) action plan
E) progression sheet

Question 27

Describe the Big Idea for the Florida Film Festival's campaign featured in "The Inside Story."

Question 28

Describe the Doritos TV ad that was discussed in "The Inside Story."

Question 29

As described in "A Matter of Practice," why did the scuba-diving industry advertise and how was their campaign executed?

Question 30

What was the objective and the results of the milk campaign described in the chapter's opening and closing vignettes?

Question 31

Describe the target market for the Verizon campaign and the execution described in the "Hands-On" case at the end of the chapter.

Question 32

MINI-CASE
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 and 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 because they would never use that strong of a word to describe what the ad was trying to convey.
-Refer to Mini-Case. The phrase "Love the skin you're in" appears in every ad for this product. Explain what element of copy this represents.

Question 33

MINI-CASE
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 and 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 because they would never use that strong of a word to describe what the ad was trying to convey.
-Refer to Mini-Case. Name the standard approaches to writing body copy and explain which standard approach the print ad described represents.

Question 34

MINI-CASE
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 and 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 because they would never use that strong of a word to describe what the ad was trying to convey.
-Refer to Mini-Case. One copy element of the print ad had an explanation of the effect this brand of soap had on the young woman's skin structure, which is what allows skin to feel so soft after using this soap. An arrow was used to connect the explanation to the skin on her cheek. What type of copy element does this represent?

Question 35

MINI-CASE
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 and 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 because they would never use that strong of a word to describe what the ad was trying to convey.
-Refer to Mini-Case. Discuss problems advertisers might face when translating copy into another language.