Question 1

Which of the following is false regarding advertising writing style?
A)Words such as interesting, very, in order to, buy now and save, introducing, and nothing less than are effective in advertising copy.
B)Effective copy is succinct and single-minded.
C)Every word counts because space and time are expensive.
D)Copy should be as simple as possible to reach a generally inattentive and uninterested audience.
E)Copywriters try to write the way the target audience thinks and talks.

Accepted Answer

Words such as "in order to" are generally considered wordy and unnecessary in advertising copy, while others such as "very" may not be as impactful as more specific and descriptive words.

Question 2

________ is the text of an ad or the words that people say in a commercial.
A)Copy
B)Body
C)Verbiage
D)Dialogue
E)Headline

Accepted Answer

"Copy" is the term used to describe the text of an ad or commercial. It refers to the written content that is used to sell a product or service.

Question 3

A print advertisement is created in which of the two following pieces?
A)layout and storyboard
B)copy sheet and layout
C)script and storyboard
D)copy sheet and script
E)copy sheet and storyboard

Accepted Answer

A print advertisement is created using a copy sheet, which contains the text, and a layout, which shows the visual arrangement.

Question 4

A type of formula writing that is full of clichés, superlatives, stock phrases, and vague generalities is known as ________.
A)hyperbole
B)display copy
C)key copy
D)adese
E)your-name-here-copy

Accepted Answer

The type of formula writing described in the question is commonly known as adese.

Question 5

A short phrase that wraps up the key idea or creative concept and that usually appears at the end of the body copy is known as a(n)________
A)caption
B)overline
C)underline
D)call-out
E)tagline

Accepted Answer

The short phrase that wraps up the key idea or creative concept and appears at the end of the body copy is known as a tagline. A tagline is a memorable phrase that accompanies a brand name and helps to reinforce its value proposition and differentiate it from its competitors. It is usually placed beneath the logo or brand name in advertisements, on packaging, or on the company's website. Examples of popular taglines include Nike's "Just Do It," Apple's "Think Different," and McDonald's "I'm Lovin' It."

Question 6

Which of the following is NOT considered one of the copywriter's tools?
A)adese
B)overlines and underlines
C)body copy
D)callouts
E)slogans

Accepted Answer

Adese is not considered one of the copywriter's tools. It is not a commonly used term in copywriting and does not refer to a specific tool or technique. The other options - overlines and underlines, body copy, callouts, and slogans are all commonly used tools in copywriting.

Question 7

Which of the following are the two categories of copy that print advertising uses?
A)display and body
B)headline and text
C)tagline and slogan
D)overlines and underlines
E)headlines and subheads

Accepted Answer

The answer of Which of the following are the two...

Question 8

A sentence or short piece of copy that explains what the viewer is looking at in a photo or illustration is known as a(n)________.
A)caption
B)overline
C)underline
D)call-out
E)tagline

Accepted Answer

A caption is a sentence or short piece of copy that explains what the viewer is looking at in a photo or illustration.

Question 9

Phrases or sentences that either lead into the headline or follow up on the thought in the headline are known as ________.
A)overlines and underlines
B)heads and subheads
C)display and body copy
D)call-outs and calls to action
E)taglines and slogans

Accepted Answer

Overlines and underlines are usually short phrases or sentences that introduce or follow up on the headline, providing additional context and drawing the reader's attention to the main message. Heads and subheads refer to the main and secondary headings within a piece of content, and display and body copy refer to the different types of text in a layout (e.g. headlines and paragraphs). Call-outs and calls to action are specific types of text that aim to persuade the reader to do something, and taglines and slogans are short phrases or sentences that encapsulate a brand or product's key message.

Question 10

Which element in print advertising conveys the main message so that people get the point of the ad?
A)headline
B)overline
C)body copy
D)subheads
E)tagline

Accepted Answer

The headline is typically the largest and boldest text in the ad, meant to catch the reader's attention and convey the main message or idea of the ad in a succinct and memorable way.

Question 11

The text of the ad is known as the ________.
A)headline
B)overline
C)body copy
D)subhead
E)tagline

Accepted Answer

The body copy is the main text of the ad and contains the message or information being communicated. The other options refer to specific elements within the ad, but the body copy encompasses the overall text.

Question 12

A distinctive catch phrase that serves as a motto for a campaign, brand, or company is known as a(n)________.
A)caption
B)overline
C)underline
D)call-out
E)slogan

Accepted Answer

A distinctive catch phrase that serves as a motto for a campaign, brand, or company is known as a slogan. Captions are brief descriptions or titles accompanying a photograph or illustration, overlines are headlines above the main headline of an advertisement, underlines are lines drawn beneath a word, phrase, or sentence to emphasize its importance or value, and call-outs are brief messages, usually in a box, referring to or calling attention to a specific element within an ad.

Question 13

Which of the following can be described as "we" copy written from the company's point of view in a pompous tone?
A)hyperbole
B)display copy
C)key copy
D)brag-and-boast copy
E)your-name-here-copy

Accepted Answer

Brag-and-boast copy is characterized by a pompous tone and refers to the company using "we" and emphasizing its achievements and superiority.

Question 14

________ includes all elements that readers see in their initial scanning; these elements are set in larger type size than other elements of a print ad.
A)Body copy
B)Display copy
C)Adese
D)Brag-and-boast copy
E)Visuals

Accepted Answer

Display copy includes all elements that readers see in their initial scanning, and it is set in larger type size than other elements of a print ad. Body copy refers to the main text of an advertisement. Adese and brag-and-boast copy are not commonly used terms in advertising, while visuals can be a part of display copy but do not necessarily refer to the text.

Question 15

What is the most important word selection in marketing communication?
A)headline
B)slogan
C)brand or corporate name
D)mission statement
E)display copy

Accepted Answer

The answer of What is the most important word selection...

Question 16

All of the following are considered display copy EXCEPT which one?
A)caption
B)headline
C)subhead
D)tagline
E)slogan

Accepted Answer

Captions are not typically considered display copy, as they typically serve to provide additional information or context for an image or graphic. Headlines, subheads, taglines, and slogans are all types of display copy that are designed to grab the reader's attention and convey a message in a concise and memorable way.

Question 17

________ includes the elements in a print ad that are designed to be read and absorbed.
A)Body copy
B)Display copy
C)Adese
D)Brag-and-boast copy
E)News copy

Accepted Answer

Body copy is the written content of a print ad that is meant to be read and understood by the audience. This includes the main message, product features, benefits, and any other information that is intended to influence the viewer's decision-making process.

Question 18

A line at the end of an ad that encourages people to respond and gives information on how to respond is called a(n)________.
A)underline
B)caption
C)call to action
D)overline
E)call-out

Accepted Answer

A call to action is a statement that encourages the reader/viewer/listener to take a specific action, such as to buy a product, call a phone number, or visit a website. It usually includes information on how to respond, such as a phone number, website URL, or physical address.

Question 19

Which of the following copy elements in a print ad is a sentence that floats around the visual, usually with a line or arrow pointing to some specific element in the visual that it names and explains?
A)caption
B)overline
C)underline
D)call-out
E)tagline

Accepted Answer

The copy element described in the question is called a call-out.

Question 20

The person who shapes and sculpts the words in marketing communication is called a(n)________.
A)account planner
B)art director
C)copywriter
D)creative director
E)talent

Accepted Answer

A copywriter is responsible for creating written content for marketing materials such as advertisements, product descriptions, and promotional emails. They use their writing skills to communicate a brand's message effectively to the target audience.

Quiz 9: Copywriting

Which of the following is false regarding advertising writing style?

________ is the text of an ad or the words that people say in a commercial.

A print advertisement is created in which of the two following pieces?

A type of formula writing that is full of clichés, superlatives, stock phrases, and vague generalities is known as ________.

A short phrase that wraps up the key idea or creative concept and that usually appears at the end of the body copy is known as a(n) ________

Which of the following is NOT considered one of the copywriter's tools?

Which of the following are the two categories of copy that print advertising uses?

A sentence or short piece of copy that explains what the viewer is looking at in a photo or illustration is known as a(n) ________.

Phrases or sentences that either lead into the headline or follow up on the thought in the headline are known as ________.

Which element in print advertising conveys the main message so that people get the point of the ad?

The text of the ad is known as the ________.

A distinctive catch phrase that serves as a motto for a campaign, brand, or company is known as a(n) ________.

Which of the following can be described as "we" copy written from the company's point of view in a pompous tone?

________ includes all elements that readers see in their initial scanning; these elements are set in larger type size than other elements of a print ad.

What is the most important word selection in marketing communication?

All of the following are considered display copy EXCEPT which one?

________ includes the elements in a print ad that are designed to be read and absorbed.

A line at the end of an ad that encourages people to respond and gives information on how to respond is called a(n) ________.

Which of the following copy elements in a print ad is a sentence that floats around the visual, usually with a line or arrow pointing to some specific element in the visual that it names and explains?

The person who shapes and sculpts the words in marketing communication is called a(n) ________.