Question 1

Advertising is an element of both marketing and public relations, a tool of persuasive communication used by organizations trying to promote a product or service, cause or idea.

Accepted Answer

Advertising is a component of marketing that involves communication with consumers through media channels in order to persuade them to buy a product or service. It is also used by organizations to promote a cause or idea. It is not typically considered a tool of public relations, although it may be employed as part of a larger public relations campaign.

Question 2

Creating a successful ad that strikes a responsive chord in the potential consumer is strictly intuition. No amount of research will ever lead to a successful ad.

Accepted Answer

While intuition undoubtedly plays a role in creating a successful ad, research and data-driven insights can greatly increase the chances of that ad resonating with the target audience. A successful ad is often a combination of both creativity and strategy.

Question 3

The most obvious form of promotional writing is

Accepted Answer

commercial advertising,Involves the use of purchased broadcast time or print space to promote a product or promote a service or idea.

Question 4

The two general types of advertising are consumer (product) advertising and public relations (image) advertising.

Accepted Answer

This statement is true. Consumer advertising is focused on promoting a specific product or service to potential customers, while public relations advertising is aimed at building and maintaining a favorable image for a company or organization.

Question 5

Consumer advertising can be of three types. Identify and briefly define each:

Accepted Answer

The answer of Consumer advertising can be of three types....

Question 6

Public relations advertising takes on various forms and serves many different purposes related to the public image of an organization and public support for its messages. Identify and briefly define the four major types:

Accepted Answer

The answer of Public relations advertising takes on various forms...

Question 7

What are some of the guidelines for developing an effective visual message?

Accepted Answer

The answer of What are some of the guidelines for...

Question 8

What's an advertorial?

Accepted Answer

The answer of What's an advertorial?...

Question 9

The basic principles of advertising copywriting match those of public relations writing: Be brief, clear and easy to understand. Write about things that interest readers, and focus on benefits to them. Make sure the copy includes specific references and details. Make the writing believable and relevant to your audience.

Accepted Answer

The statement accurately describes the basic principles of both advertising copywriting and public relations writing.

Question 10

While the guidelines for effective print ads hold true for radio and television commercials, broadcast advertisements feature active and dynamic images, challenging the advertiser to make effective use of broadcasting's communication potential.

Accepted Answer

Broadcast advertisements rely on active and dynamic visuals, which require advertisers to maximize the communication potential of the medium.

Question 11

Invariably, one of the most effective forms of ads, especially for nonprofit organizations with small budgets, is that of the celebrity endorsement.

Accepted Answer

While celebrity endorsements can be effective, their effectiveness varies widely depending on the match between the celebrity and the cause, the audience's perception of the celebrity, and the organization's goals. Other forms of advertising or outreach can be more effective and cost-efficient for nonprofits with small budgets, such as social media campaigns, community engagement, and content marketing.

Question 12

Humor is another effective for of advertising. Humor is universal, and thus humorous ads are guaranteed to be effective over a long period of time.

Accepted Answer

Humor is subjective and varies greatly across different cultures and demographics, meaning what is humorous to one group may not be to another, and humorous ads can also lose their appeal over time as societal norms and preferences change.

Question 13

As with news reporting, there are legal limitations for advertising. What are some things to do or avoid doing?

Accepted Answer

The answer of As with news reporting, there are legal...

Question 14

What is a copy platform and what are its component elements?

Accepted Answer

The answer of What is a copy platform and what...

Question 15

What are the most popular types of online advertising?

Accepted Answer

The answer of What are the most popular types of...

Question 16

Internet advertising lies at the convergence of mobile communications and social media where those who are younger and better-educated are living online, using the Internet to gather information and make decisions on everything.

Accepted Answer

Internet advertising does indeed lie at the convergence of mobile communications and social media, as stated in the sentence. The sentence also suggests that the younger and better-educated population uses the Internet to gather information and make decisions, further supporting the statement as true.

Question 17

Despite the opportunities presented by Internet and social media technologies, advertising messages continue a one-way flow from the business or organization to the target audience, as they did with traditional print and broadcast media.

Accepted Answer

Internet and social media technologies have enabled two-way communication, allowing consumers to interact with businesses and organizations through comments, shares, and direct messages, making the flow of advertising messages more interactive and not just one-way.

Question 18

To be effective in writing advertising copy for social media, set clear objectives and identify the other elements of the standard planning sheet. Above all, online and social media advertising must fit the expectations of its audiences.

Accepted Answer

Setting clear objectives and identifying the other elements of the standard planning sheet are important for effective advertising copy on social media. Additionally, it is crucial for the advertising to fit the expectations of the intended audience.

Question 19

What are some ways to engage potential social media readers with your writing?

Accepted Answer

The answer of What are some ways to engage potential...

Question 20

Appeal letters will be successful to the extent they interest the reader. Remember, the difference between effective appeal letters and junk mail is the recipient's interest in the topic.

Accepted Answer

Appeal letters are most likely to be successful if they can capture the reader's interest. The more interested the reader is in the topic, the more likely they are to respond positively to the appeal. On the other hand, if the letter fails to pique the reader's interest, it is likely to be dismissed as junk mail.

Quiz 17: Advertising Copywriting