Deck 13: Copywriting

Question 1

________ is the text of an ad or the words that people say in a commercial.

A)Copy
B)Body
C)Verbiage
D)Dialogue
E)Headline

Answer 1

A

Question 2

A print advertisement is created in which of the two following pieces?

A)Layout and storyboard
B)Copy and layout
C)Script and storyboard
D)Copy and script
E)Copy and storyboard

Answer 2

B

Question 3

David Ogilvy said that the headline is the most important element in an advertisement.Which of the following is NOT one of his principles about writing headlines?

A)A headline should attract only those who are prospects.
B)A headline should work in combination with the visual.
C)A headline should identify the brand.
D)A headline should lead readers into the body copy.
E)A headline should omit the selling premise.

Answer 3

E

Question 4

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

A)Empathy
B)Puzzles
C)Associations
D)Questions
E)None of the above

Question 5

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

A)corporate speak
B)display copy
C)key copy
D)adese
E)your-name-here copy

Question 6

Generic or your-name-here copy,whereby almost any company can use the words and tack their signature to the end,is referred to as:

A)ineffective copy
B)bland copy
C)do-it-yourself copy
D)all copy
E)none of the above

Question 7

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

A)Headline
B)Call to action
C)Body copy
D)Subheads
E)Tagline

Question 8

Which of the following terms refers to so-called 'we' copy written from the company's point of view in a pompous tone?

A)Succinct copy
B)Display copy
C)Keywords
D)Brag-and-boast copy
E)Your-name-here copy

Question 9

Huong 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 can identify the tone of voice that best fits the target audience and the product.Her job is to shape and sculpt the words in an advertisement.The discipline Huong has chosen is known as a(n)________.

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

Question 10

A headline for a magazine ad states: 'Lose up to 2 kilos this weekend!' Which type of headline does this best represent?

A)Command
B)News announcement
C)Association
D)Assertion
E)Empathy

Question 11

The statement,'Stay where you are,New Zealand,I'm coming over',appearing at the end of advertisement promoting tourism to New Zealand,is known as a ________.

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

Question 12

The advertising agency for the hybrid car,Toyota Prius,wants to test two headlines for a magazine campaign to determine which will have the greatest impact on the target audience.What kind of test can the agency conduct to determine this?

A)End-run test
B)Headline test
C)Split-run test
D)Dual test
E)Direct test

Question 13

Which of the following statements is false regarding advertising writing style?

A)Words such as interesting,very and save are effective in ad copy.
B)Effective copy is succinct and single-minded.
C)Every word counts because space and time are expensive.
D)Copy should be simple to allow the ad to compete in a cluttered environment.
E)Copy should use the language of the target audience.

Question 14

Headlines can be grouped into which two general categories?

A)Call-outs and call to actions
B)How-to and how-not-to
C)Taglines and slogans
D)Direct- and indirect-action
E)Display and body

Question 15

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)Provides specific information such as price and warranty.
C)Provides the required disclaimers.
D)Draws the reader's attention to the selling premise.
E)Refers back to the creative concept and wraps up the big idea.

Question 16

Which paragraph(s)gets special attention in body copy?

A)Lead
B)Close
C)Middle
D)(a)and (b)
E)(a)and (c)

Question 17

An ad without the ________ is just a fancy piece of art.

A)buy
B)sell
C)trade
D)creativity
E)proofreading

Question 18

Which of the following is a literary technique used by copywriters to enhance the memorability of subheads,slogans and taglines?

A)Direct address
B)Unexpected phrasing
C)Rhyme,rhythm and alliteration
D)Music
E)All of the above

Question 19

Which of the following is a type of advertisement in which words are crucial?

A)If the message is complicated.
B)If the ad is for a high-involvement product.
C)If the product needs to establish authority in its category.
D)If the ad tries to convey abstract qualities.
E)All of the above.

Question 20

To develop the right tone of voice,copywriters write to the ________.

A)editor
B)target audience
C)brand manager
D)none of the above

Question 21

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

A)Keep it personal.
B)Keep it brief.
C)Speak to listeners' interests.
D)Make it memorable.
E)Include call to action.

Question 22

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

A)theatre of the mind
B)the mind's imagination
C)image enhancer
D)theatre of the imagination
E)'I saw it on the radio'

Question 23

Which of the following is a tool of radio advertising?

A)Voice
B)Music
C)Sound effects
D)(a)and (b)
E)(a),(b)and (c)

Question 24

Which of the following is a characteristic of television copy?

A)Action
B)Demonstration
C)Storytelling
D)Emotion
E)All of the above

Question 25

Quickflix is an online DVD rental service.They use a simple cartoon named 'Qooey' in their materials to help consumers find the movie they're looking for.While 'Qooey' is currently only two-dimensional,what type of talent would he be if he were to be animated and used to promote the Quickflix brand and the benefits of using the online service in a television commercial?

A)Announcer
B)Spokesperson
C)Character type
D)Celebrity
E)Talking head

Question 26

Because wotif.com and lastminute.com are online travel agencies selling hotel rooms and airfares at the last minute,it's only natural that they would use web advertising,particularly banner ads.To grab the surfer's attention,which of the following should a copywriter think about?

A)Offering a deal
B)Using an involvement device
C)Changing the offer frequently
D)Keeping the writing succinct
E)All of the above

Question 27

A(n)________ is the visual plan or layout of the commercial and shows the number of scenes,the composition of the shots and the progression of the action.

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

Question 28

In which print medium is the consumer most receptive to informative,longer copy advertising?

A)Newspapers
B)Magazines
C)Directories
D)Posters
E)Outdoor

Question 29

Most commercials have an invisible announcer who describes some kind of action on the screen or closes the advertisement with the product offer,known as (a)________.

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

Question 30

Product literature is another term used to describe ________.

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

Question 31

What are the two primary tools available to television copywriters?

A)Voice-over and on-camera
B)Voice and sound effects
C)Video and audio
D)On- and off-location
E)Script and storyboard

Question 32

Maree's job is to develop collateral material used in support of an advertising campaign.This involves producing:

A)brochures
B)flyers
C)materials that provide details about the company or brand
D)all of these
E)none of these

Question 33

A major point of difference for web advertising from other advertising is that:

A)it is more fun
B)it is more like two-way communication
C)it is difficult to connect with consumers
D)there is no difference

Question 34

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

A)Voice
B)Music
C)Sound effects
D)Motion
E)Copy

Question 35

The visual or image that viewers remember when they think about the commercial is known by advertising practitioners as the ________.

A)key scene
B)key frame
C)key board
D)storyboard
E)image transfer

Question 36

Copywriters working on a radio commercial use a standard ________ format to write the copy to fit a certain time block-including all the words,dialogue,lyrics,sound effects,instructions and descriptions.

A)storyboard
B)radio script
C)jingle
D)dialogue
E)image transfer

Question 37

________ occurs 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 on radio.

A)Adese
B)Mental imagery
C)Call to action
D)Image transfer
E)Brevity

Question 38

Commercials in song are known as ________.

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

Question 39

The four common lengths for TV commercials are ___,___,___ and ___ seconds.

A)5;10;30;40
B)10;15;20;30
C)5;15;35;40
D)10;20;30;40
E)5;10;20;30

Question 40

Which of the following writing techniques for radio advertising best mimics spoken language?

A)Using complex sentences
B)Avoiding any use of slang
C)Using similar voices for all characters
D)Speaking in sentence fragments and run-ons
E)Using the style of carefully written language

Question 41

Which of the following qualities would make web advertisements most effective?

A)Long paragraphs full of details
B)Graphic pyrotechnics to attract attention
C)Click-through links to engage users
D)Extensive use of animations
E)An unchanging message to maintain consistency

Question 42

Copywriters working on a radio commercial use a standard storyboard format to write the copy to certain time blocks-including all the words,dialogue,lyrics,sound effects,instructions and descriptions.

Question 43

Next to the headline,the caption has the second-highest readership.

Question 44

The person who shapes and sculpts the words in an advertisement is always a creative director.

Question 45

The culture-orientation model emphasises the cultural differences among people and nations,while recognising that people worldwide __________.

A)identify products with the local market
B)share the same economic policies
C)prefer high-context cultures
D)use economical languages
E)share certain needs

Question 46

Adese 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.

Question 47

If it's not obvious who the ad is for with the logo missing,it may not be worth the client's investment.

Question 48

If a message tries to convey abstract qualities,such as justice and quality,words tend to communicate these concepts more easily than pictures.

Question 49

________ cultures are those in which the meaning of a message can be understood only when contained within context cues.

A)High-involvement
B)High-stakes
C)High-context
D)Diverse

Question 50

The terms strapline and jingle are somewhat interchangeable.

Question 51

Jingle houses are businesses that specialise in writing and producing commercial music,catchy songs about a product that carry the theme and product identification.

Question 52

Which of the following statements regarding copywriting in a global environment is FALSE?

A)English is more economical than many other languages.
B)Translating the advertising appeal into the language of other markets is fraught with possible communication blunders.
C)Most international campaigns are not literally translated.
D)A back translation of the ad copy from one language into another always conveys a complete cultural interpretation.
E)The most reasonable solution to the language problem is to use bilingual copywriters who understand the full meaning of the English text and can capture the essence of the message in the second language.

Question 53

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

Question 54

Generic or your-name-here copy describes words that only one company can use with their signature at the end.

Question 55

Display copy includes all elements that readers see in their initial scanning,including headlines,subheads,call-outs,taglines and slogans,and is set in larger type size than other elements of a print ad.

Question 56

The most important characteristic of copywriting for outdoor advertising is brevity.

Question 57

Humour,in particular,works well on TV.

Question 58

Which of the following is an innovation marketers have used to engage consumers online?

A)Advergames
B)Storyboards
C)Scripts
D)Keywords integrated into content
E)Graphic pyrotechnics

Question 59

An assertion headline politely tells the reader to do something.

Question 60

The text of the ad is known as the body copy.

Question 61

Rob has been writing advertising copy for magazine ads for many years,but now he wants to venture into writing copy for web ads.Explain how writing for the web is going to be different for Rob.

Question 62

Stephanie is a copywriter for primarily print media.Although the print media for which she writes use the same copy elements,such as headlines and body copy,the way these elements are used varies with the objectives.Name the major print media and describe how the copy elements are used for each.

Question 63

The people in a television commercial are referred to as the talent.

Question 64

Copywriters working on a radio commercial use a standard radio script.Why do they use one and what does it contain?

Question 65

Storytelling is one way that copywriters can present action in a television commercial more powerfully than in other media.Discuss the characteristics of storytelling and message design.

Question 66

Name and describe the types of direct- and indirect-action headlines.

Question 67

Discuss problems advertisers might face when translating copy into another language.How can these problems be addressed?

Question 68

What is the most common form of internet advertising,and what must the copywriter consider when developing such ads?

Question 69

Name and describe the five standard approaches to writing body copy in print ads.

Question 70

Television copywriters have two primary tools: visual and audio techniques.

Question 71

Describe the qualities of a good copywriter.

Question 72

Bob is a sales representative for a local radio station,but he also helps advertisers with the copy for their ads.Describe the main tools Bob has to work with when developing copy for radio commercials.

Question 73

Compare and contrast copywriting for radio and copywriting for television.

Question 74

In contrast to copywriters for other media,web copywriters appeal to consumers engaged in a linear information search,so elements of the copy depend on one another to be meaningful.

Question 75

A web copywriter not only writes ads to attract people to the site,but also must engage in dialogue on forums,post updates and write for newsletters.

Question 76

To attract attention and stimulate a response,web copywriters should make extensive use of animations in banner advertising.

Question 77

List any five of the eight principles of effective copywriting given in the 'Practical Tips' feature in the chapter.