Question 1

Define copy style, and list and discuss various approaches to achieving it.

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Question 2

Discuss storytelling and its role in advertising, online or not.

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Question 3

If you were in charge of copywriters, what advice would you offer for writing an effective headline?

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Question 4

________ is determined by the positioning of various creative elements in an advertisement; when it's good, it sends the reader's eye over the page to take in all the important elements.

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Question 5

If you want to emphasize features of your product or service that are primarily important but cannot possibly be included in the headline, you need to use ________ to explain how the promise in the headline will be fulfilled.

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Question 6

The word ________ comes from the Gaelic word meaning "battle cry," and in advertising it sums up the theme for a product's benefits.

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Question 7

Compare and contrast reductive and expansive messages.

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Question 8

Apparently, success in social media involves the use of ________, as well as listening to peers and seeing things differently.

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Question 9

What are message tools? List and describe the various types and how they might help advertisers reach prospective customers.

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Question 10

Copy amplifies the promise in the headline, but prospects also look for proof. Discuss the various types of proof that can be offered to a reader and included in advertising.

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Question 11

List and discuss what you consider to be the three most important ideas suggested by Philip W. Sawyer, editor of Starch Tested Copy, for developing effective advertising. Explain why they are most important to you.

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Question 12

Discuss what Ron Huey, an award-winning creative director, means by the visual solution when concepting a print advertisement.

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Question 13

What advice would you give to the creative people charged with developing effective outdoor advertising?

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Question 14

Discuss the role of a slogan, their classifications, and the elements of a good slogan.

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Question 15

For billboards the key is to ________ the visual and the verbal elements to their simplest form.

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Question 16

List and discuss how creative risk taking is viewed by advertising executives in the twenty-first century.

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Question 17

It is called ________, the ability to create fresh, witty, charming, human advertising copy that compels people to read.

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Question 18

Match between columns
                        Premises: One of four types, this one appeals personally to a prime prospect likely to be most interested in your product or service.
This viral method of communication incorporates animation, sound, video, and/or interactivity.
"An idea that does not involve risk does not deserve to be an idea."
One of the greatest challenges in this new genre of advertising is being silent yet entertaining-guiding a player without being overt.
The first item people tend to note when they scan print ads.
Futurist who defined overchoice as "the point at which the advantages of choice and individualization are canceled by the complexity of the buyer's decision-making process."
Advocates' use of testimonials as proof of advertisers' claims and to build confidence.
A few words that sum up the theme for a product's benefits in an easily remembered message-this kind is created to establish a prestigious corporate image.
He warned against using heads that don't communicate benefits because so many readers don't read the body copy.
A key personality characteristic of the best creative people in advertising.
"...put a single strategic stake in the ground. Stand for something rather than trying to stand for everything."
Basic to all consumers, they are what your advertising should try to help fulfill.
Emotionally based, they are often the starting point for advertising appeals.
A more appropriate term to use than types of advertising when characterizing the style in which ads are written.
Rule for creating advertisements shared by Phillip Sawyer, editor of Start Tested Copy, supported by the fact that many magazine readers will skip over busy ads cluttered with multiple illustrations and varied type sizes and styles.

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Quiz 16: Creating the Message