Match -The fracturing of target groups down into smaller more specialized segments. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Niche marketing refers to the practice of targeting a specific group of consumers with specialized advertising campaigns. This often involves fracturing larger target groups down into smaller, more specialized segments that have unique needs and preferences.

Match -Single page, full-color ads full of coupons that are inserted into the newspaper or found in your mailbox, also known as supplemental advertising. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Free Standing Inserts are single page, full-color ads full of coupons that are inserted into newspapers or found in mailboxes.

Match -This copy element has a big job to do. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

The headline of a copy element is crucial as it is responsible for grabbing the reader's attention and encouraging them to read further.

Match -Small cuts around individual coupons to make them easier to tear out and use. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Perforations are typically used on coupons to make them easier to tear out and use.

Match -If you want to create interest in a brand that is not yet on the market, consider this headline style. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Creating interest in a brand that is not yet on the market can be effectively achieved by invoking curiosity in the headline, as it draws the audience's attention and makes them want to learn more.

Match -An interactive offer that all but eliminates buyer skepticism and ensures consumer satisfaction. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

A guarantee is an interactive offer that eliminates buyer skepticism and ensures consumer satisfaction. Answer: V Testimonials are a powerful way to provide social proof and eliminate buyer skepticism. They also increase consumer satisfaction as they provide evidence that others have had a positive experience with the product or service. Answer: AG Scarcity is an effective way to create urgency in the buyer's mind and encourage them to take action. By creating the impression that the product or service is in short supply or only available for a limited time, the advertiser can reduce skepticism and increase the likelihood of a sale. Answer: AD The problem/solution format is an effective way to present the product or service in a way that resonates with the customer's needs and desires. By highlighting the problem that the product solves and the benefits it provides, the advertiser can create a sense of urgency and eliminate skepticism. Answer: AO By positioning the product as the star of the ad, the advertiser can create excitement and anticipation among the target audience. This approach is particularly effective for products that have a high degree of intrinsic appeal, such as luxury items, cosmetics, or fashion items.

Match -Written promises from a brand's manufacturer that promises to repair or replace the product if it fails in any way within a set period of time. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

The definition provided matches with the concept of warranties, which are written promises from the manufacturer to repair or replace the product if it fails within a specific period of time.

Match -This headline style looks at two dissimilar items or traits to make a point of comparison. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Headlines that use metaphors compare two things that are seemingly dissimilar, making a point of comparison and drawing attention to the article or advertisement.

Match -The job of this layout component is to directly support the headline. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Subheads are layout components that support and give context to the headline.

Match -This type of headline style delivers the key consumer benefit with little or no creative bells and whistles. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

This type of headline style is known as "Direct" because it straightforwardly communicates the main benefit to the consumer without using creative or elaborate language.

Match -This headline style is best used when the key consumer benefit is a unique selling proposition. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

The Major Benefit Promise headline style is the best choice when the key consumer benefit is a unique selling proposition. It makes a promise to the reader about the biggest benefit they will receive from using the product or service.

Match -This risky headline style is always both visually and verbally interesting. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

A "Play on Words" is a risky headline style that is both visually and verbally interesting, as it involves clever or humorous use of language to engage the reader.

Match -The blocks of copy found on ads that sells the sizzle of the brand. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Body copy is the main block of text on an ad that conveys the message and sells the product or brand. Answer: K Major Benefit Promise is a statement that highlights the main benefit of using the product or service and is usually featured prominently on the ad. Answer: I Subheads are smaller headings that break up the body copy and help organize the message, making it easier for the reader to understand. Answer: S Reason-Why copy is used to provide logical arguments and reasons why the reader should purchase the product or service, often with statistics or facts to back up the claims. Answer: V Testimonials are endorsements from satisfied customers or experts that add credibility and social proof to the claims made by the ad. Answer: AD Problem/Solution copy identifies a problem or need that the customer has and presents the product or service as the solution. Answer: AS Authoritative copy presents the product or brand as an expert in its field, using technical or industry-specific language to establish credibility and expertise.

Match -This direct inquisitive headline style asks the target to think about something. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

A direct question in the headline immediately engages the reader and prompts them to think about the topic at hand.

Match -A figure of speech and use of words such as "like" or "as" is the hallmark of this headline style. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

The use of similes is a figure of speech that involves a comparison of one thing with another thing of a different kind, using the words "like" or "as". This is a hallmark of headline style.

Match -If the product has a unique or hard to pronounce name use this headline style to bring attention to it. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Using the unique or hard to pronounce product name in the headline can bring attention to it and make it stand out from other products.

Match -An announcement type of subhead that is placed above the headline. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

An announcement subhead is called an overline and it is placed above the headline to give the reader a summary of the ad's message.

Match -This headline style tells the target something newsworthy about the brand. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

The correct choice is "R) Announcement" because this headline style directly informs the audience about something new or important regarding the brand, making it newsworthy.

Match -If you want to give the target a good reason or list of reasons to use the brand, consider using this headline style. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Reason-why headlines provide a strong reason or list of reasons to use the brand, making it a great choice for persuasion. Answer: K A major benefit promise headline directly promises a benefit to the target audience, making it a strong choice for convincing them to use the brand. Answer: V Testimonials provide social proof and show that others have had positive experiences with the brand, making it a great choice for persuasion. Answer: AD Problem/solution headlines highlight a specific problem that the target audience may have and offer a solution through the brand, making it a powerful choice for persuasion. Answer: AG Scarcity headlines create a sense of urgency by highlighting limited availability or time, making it a great choice for persuading the target audience to act quickly. Answer: AO Product as a star headlines put the focus on the product itself, highlighting its features and benefits to the target audience. This can be a strong choice for persuasion. Answer: AS Authoritative headlines position the brand or product as an expert in its field, which can be a powerful way to convince the target audience to trust and use the brand.

Match -The smallest text on a page. A) Niche Marketing B) Free Standing Inserts C) Headline D) Perforations E) Curiosity F) Guarantee G) Warranties H) Metaphors I) Subheads J) Direct K) Major Benefit Promise L) Play on Words M) Body Copy N) Question O) Simile P) Product Name Q) Overline R) Announcement S) Reason-Why T) Detail Copy U) How-To V) Testimonial W) Underline X) Humor Y) Command Z) Practical Advice AA) Copy Breaks AB) Sexual Images AC) Coupons AD) Problem/Solution AE) Reminder AF) Flag AG) Scarcity AH) Order Forms AI) Slice of Life AJ) Fantasy AK) Warning AL) Talking Head AM) Personal Benefits AN) Analogies AO) Product as a Star AP) Inherent Drama AQ) Narrative AR) Price Point AS) Authoritative

Detail Copy is typically the smallest text on a page as it provides additional information or specifications about the product or service.

Quiz 11: Writing Copy That Strategically Promotes the Brand and Talks to the Target

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