Deck 14: Marketing

Question 1

______ is the process of using various media platforms to reach audience members in hopes of selling them goods or services.

A) Marketing
B) Advertising
C) Public relations
D) News writing

Answer 1

A

Question 2

A(n) ______ incorporates a variety of elements, including your organization's name, its logos, its activities, and its relationships.

A) ad
B) brand
C) news release
D) news story

Answer 2

B

Question 3

The ______ is a permanent aspect of the organization and is deeply rooted in every aspect of how that group acts.

A) ad
B) campaign
C) brand
D) news release

Answer 3

C

Question 4

A(n) ______ works in the short term to provide audience members with information about a single element or idea.

A) ad
B) brand
C) news story
D) campaign

Question 5

A(n) ______ is meant to alert your list of audience members as to an opportunity you want them to consider.

A) email blast
B) one-sheet
C) brochure
D) press kit

Question 6

______ can be anything from a postcard to a small magazine-style piece.

A) Email blasts
B) One-sheet mailers
C) Brochures
D) Press releases

Question 7

Whether you mail them to potential customers, feature them in a rack of information, or leave them behind after a sales call, ______ offer you an opportunity to inform and persuade people.

A) press releases
B) ads
C) brochures
D) one-sheets

Question 8

In writing for marketing, the ______ should serve as a key part of your piece.

A) closing elements
B) opening lines
C) main body copy
D) headline

Question 9

The ______ of your body copy works like a lead in some ways.

A) opening lines
B) closing elements
C) main body copy
D) headline

Question 10

The ______ should deliver on the promises outlined in the headline and the first paragraph.

A) opening lines
B) remainder of the body copy
C) main body copy
D) headline

Question 11

In the ______, you want to remind your audience of your primary theme and offer them a solid call to action.

A) opening lines
B) remainder of the body copy
C) closing elements
D) headline

Question 12

______ need to understand their audience members just as much as anyone else in the field of media.

A) Janitors
B) Chefs
C) Cooks
D) Copywriters

Question 13

You can think of features as the ______ elements of what you are selling.

A) "what"
B) "why"
C) "where"
D) "when"

Question 14

You can think of benefits as the ______ elements associated with those features.

A) "what"
B) "why"
C) "where"
D) "when"

Question 15

The ______ should serve not only the audience members but should also reflect what your client wants.

A) benefits and features
B) audience needs
C) call to action
D) tone of voice

Question 16

The ______ provides readers with a sense of how they should feel upon buying the product or using the service.

A) audience needs
B) benefits and features
C) call to action
D) tone of voice

Question 17

A ______ is a tool that organizations develop over time that defines jargon in user-friendly terms.

A) brand dictionary
B) word bank
C) thesaurus
D) journal entry

Question 18

A ______ contains a list of terms that should be used within copy to maintain the overall feel of the brand.

A) brand dictionary
B) word bank
C) thesaurus
D) journal entry

Question 19

______ see what others have done and look for better ways to do it.

A) Warriors
B) Innovators
C) Adaptors
D) Challengers

Question 20

______ are people who break the mold entirely, seeing things that have yet to be done and that others can't see.

A) Challengers
B) Warriors
C) Adaptors
D) Innovators

Question 21

A(n) ______ is a memorable line or catch phrase in each campaign.

A) tag line
B) strategic relevance
C) adaptor
D) innovator

Question 22

______ refers to the idea of making the creative aspects relate to the product itself or to the overall marketing strategy.

A) Creativity
B) Strategic relevance
C) Campaign
D) Branding

Question 23

______ is the first stage in the creative pyramid that serves to stimulate the readers and get them engaged in what you want to tell them.

A) Interest
B) Credibility
C) Awareness
D) Desire

Question 24

In the creative pyramid, ______ gets to the heart of your message and provides your readers with the core information you want to offer them.

A) credibility
B) attention
C) desire
D) interest

Question 25

______ stage is one of the least creatives in the pyramid, as you have to offer readers a logical and valuable set of information.

A) Credibility
B) Attention
C) Desire
D) Interest

Question 26

In most cases, you will not establish a brand but rather work to enhance it through the development of a campaign.

Question 27

A campaign is a permanent aspect of the organization and is deeply rooted in every aspect of how that group acts.

Question 28

The important thing is to have a clear vision for the role of each marketing piece you create.

Question 29

A brochure is meant to alert your list of audience members as to an opportunity you want them to consider.

Question 30

A stock postcard or simple one-sheet mailer can have a powerful impact if done right.

Question 31

Opening lines serve as the dominant element in your marketing piece.

Question 32

The first sentence or two of your body copy works like a lead in some ways.

Question 33

With the main body copy, you should provide your audience with opportunities to do something.

Question 34

As a copywriter for an organization, your job is to create clear messages that target a defined audience.

Question 35

Copywriters do not need to understand their audience members as much as others in the field of media.

Question 36

Your content must demonstrate value and quality by outlining not just the features of what you are promoting but also the benefits of those features.

Question 37

Innovators are people who look to "build a better mousetrap," so to speak.

Question 38

A campaign will need to establish a tone of voice that matches the brand's overall tone.

Question 39

A brand dictionary is a tool that organizations develop over time that defines jargon in user-friendly terms.

Question 40

What makes marketing so effective is that marketers have the opportunity to play the short game when it comes to brand awareness.

Question 41

What is the difference between a brand and a campaign?

Question 42

What are the key elements in copywriting?

Question 43

What are some issues you should consider when writing marketing copy?

Question 44

What is the importance of "tone of voice" in copywriting?

Question 45

How can you integrate creativity into your work as a writer?

Question 46

Explain the differences between campaigns and brands.

Question 47

Describe and explain some useful digital tools and techniques for marketing to your audience.

Question 48

What are some issues to consider when copyrighting for a brand?

Question 49

What should you consider when developing creativity to your marketing work?

Question 50

List and describe the basic stages of the creative pyramid.