Question 1

GE uses "Imagination at Work" as its slogan.La-Z-Boy Incorporated uses the slogan "Comfort.It's what we do." Why do these companies most likely use slogans?

Accepted Answer

Companies most likely use slogans to provide continuity for their ad campaign, ensuring that their message is consistent and recognizable across various mediums and platforms. Slogans can help to build brand awareness and recognition over time, and can also serve as a quick and memorable way to communicate the unique value proposition of a particular product or service.

Question 2

When Crate & Barrel began carrying a line of cookware created specifically for the retailer by well-known designer Michael Graves,its ads used the following _____ headline: "Can a great designer make a great cook?"

Accepted Answer

The headline is a question, indicating that the advertisement is trying to provoke curiosity and engagement from the reader.

Question 3

The additional smaller headline that generally appears below main headline is called a(n)

Accepted Answer

The additional smaller headline that generally appears below the main headline is known as a subhead. It gives further detail or context to the main headline, and is usually in a smaller font size than the main headline.

Question 4

The _____ on Pepperidge Farm whole grain breads informs customers that the bread is certified to provide heart-healthy nutritional benefits by the American Heart Association,an independent organization.

Accepted Answer

The term "seal" is typically used to describe a graphic emblem or logo that is affixed to a product to indicate that it has been certified or approved by a particular organization. In this case, the seal on Pepperidge Farm whole grain breads indicates that the product has been certified by the American Heart Association to meet certain nutritional guidelines.

Question 5

Which of the following statements about subheads is most likely true?

Accepted Answer

Subheads are typically longer and more like sentences than headlines, providing additional information and elaborating on the topic presented in the headline.

Question 6

The bottom of an advertisement for Horizon brand organic milk asks readers to visit www.horizonorganic.com to learn more about why you should drink organic milk.This is an example of a(n)

Accepted Answer

A direct close is a call to action that asks the reader to take a specific action, such as visiting a website or making a purchase. In this case, the advertisement asks readers to visit www.horizonorganic.com to learn more about why they should drink organic milk.

Question 7

_____ copy depends on wordplays,humor,poetry,rhymes,great exaggeration,gags,and other tricks.

Accepted Answer

The answer of _____ copy depends on wordplays,humor,poetry,rhymes,great exaggeration,gags,and other...

Question 8

_____ is a basic element in the construction of lengthy body copy.

Accepted Answer

The answer of _____ is a basic element in the...

Question 9

Campbell's Soup uses the slogan or _____,"M'm! M'm! Good!".

Accepted Answer

Campbell's Soup's slogan is a tagline, which is a memorable phrase or statement that is used in advertising to help promote a brand or product.

Question 10

Sprite's headline reads,"Obey your thirst." Sprite used a(n)_____ headline.

Accepted Answer

The headline "Obey your thirst" is a command, as the word "obey" is telling the reader what to do.

Question 11

A company that wanted to use an emotional appeal to consumers would most likely use _____ copy.

Accepted Answer

Narrative copy is a storytelling technique that creates an emotional connection between the consumer and the product or brand. By telling a story, the copywriter can evoke feelings that will resonate with the target audience and persuade them to act. Therefore, if a company wanted to use an emotional appeal to consumers, narrative copy would be the best choice.

Question 12

British Petroleum (BP),a multinational oil corporation,is involved in drilling,processing,and creating products from oil.The company was also involved in a major oil spill in the Gulf of Mexico,after which it launched an ad campaign to extol the firm's virtues with copy such as,"We made two commitments: help the Gulf recover and become a safer company." In other words,BP used _____ copy in its print ads.

Accepted Answer

The copy used by BP in its print ads can be classified as institutional copy, which promotes the company's image and reputation rather than a specific product or service. BP's ad campaign aimed to restore the public's trust and confidence in the company after the oil spill, and the language used in the ad reflects this institutional approach.

Question 13

In an ad for Tesla,_____ copy is most likely used because the ad explains how to charge the car from any outlet and how far the car can go on a full charge.

Accepted Answer

Straight-sell copy is used in advertisements that provide direct information about a product or service, such as explaining how to charge a Tesla car and its range on a full charge. This approach focuses on delivering factual and practical details to the audience.

Question 14

Which statement about writing radio copy is most likely true?

Accepted Answer

A 30-second radio ad is typically expected to contain between 60-70 words. This allows enough time for the message to be conveyed clearly without rushing, while also keeping the listener engaged. The other options are not accurate. Radio scripts can take many forms and do not necessarily resemble three-column lists; copy used in radio scripts can be intrusive if it grabs the listener's attention in a positive way; a 60-second ad should typically contain between 125-145 words; and sound effects can be an effective tool in radio ads if used properly.

Question 15

An ad for Pûr water filters has a photo that shows a woman enjoying a glass of water from her Pûr water filter while her dog is on the counter gnawing on a freshly cooked turkey.The _____ copy under the picture begins with the following statement: "The only thing you'll notice is how great it tastes."

Accepted Answer

The photo and accompanying text create a picture-caption ad, where the text expands on the image and adds context to the product being advertised.

Question 16

The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."

Accepted Answer

The headline provides factual information about the amount of rain from a storm, highlighting the durability or protection offered by Rockport boots without directly stating it.

Question 17

A headline reads,"Everybody worries about the cost of fuel.Falcon airplane owners worry 20 to 60 percent less." The rest of the ad presents factual information about the fuel economy of Falcon airplanes.Which of the following has most likely been used in the Falcon ad?

Accepted Answer

The ad presents factual information about the fuel economy of Falcon airplanes, which is a characteristic of straight-sell copy.

Question 18

The headline for Lay's Potato Chips reads,"Betcha can't eat just one." This headline is designed to be a(n)_____ headline.

Accepted Answer

The headline is designed to provoke a response from the reader by challenging them to try and eat just one chip. It is not informative, commanding, imperative, or focused on benefits.

Question 19

The headline for Pimsleur's language program reads,"Speak a foreign language in 30 days or your money back." This headline is not only a command headline,but it is also designed to be a(n)_____ headline.

Accepted Answer

The headline is designed to highlight the benefit of the Pimsleur language program, which is being able to speak a foreign language within a short time frame of 30 days. Therefore, it is a benefit headline.

Question 20

In a print ad,the _____ is a bridge between the headline and the sales ideas presented in the text.

Accepted Answer

A lead-in paragraph is typically found in the body copy of a print advertisement and serves to introduce and transition into the main sales message. It helps provide context and connect the headline to the rest of the ad. It can be seen as a bridge between the attention-grabbing headline and the more informational text that follows.

Quiz 9: Creative Execution: Art and Copy