Question 1

________ 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 refers specifically to the written text within an ad or commercial. Body refers to the main part of the ad or commercial, which could include copy, visuals, and other elements. Verbiage and dialogue both refer to the words and language used in the ad or commercial, but verbiage is a more general term and could refer to any text or spoken words, whereas dialogue specifically refers to conversations or exchanges between characters within the ad or commercial. Headline refers to the text at the top of an ad or commercial that grabs the viewer's attention and is usually in larger font.

Question 2

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

Accepted Answer

A print advertisement typically consists of both copy (the written content) and layout (the visual arrangement of text and imagery). While a storyboard may be helpful in designing the layout, it is not a necessary component of every print advertisement. A script, on the other hand, is typically used for video or audio advertisements and would not be relevant to a print advertisement.

Question 3

David Ogilvy said that the headline is the most important element in an advertisement.Which of the following is NOT one of his principles about writing headlines?
A)A headline should attract only those who are prospects.
B)A headline should work in combination with the visual.
C)A headline should identify the brand.
D)A headline should lead readers into the body copy.
E)A headline should omit the selling premise.

Accepted Answer

This is not one of Ogilvy's principles. In fact, he believed that the selling premise should be included in the headline, in order to grab the reader's attention and entice them to continue reading the ad.

Question 4

Which of the following is a type of direct-action headline?
A)Empathy
B)Puzzles
C)Associations
D)Questions
E)None of the above

Accepted Answer

Direct-action headlines are designed to elicit an immediate response or action from the reader, such as "Buy Now" or "Call Today." None of the options listed are direct-action headlines.

Question 5

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

Accepted Answer

Adese is a style of writing often found in advertising that is characterized by the use of clichés, superlatives, stock phrases, and vague generalities.

Question 6

Generic or your-name-here copy,whereby almost any company can use the words and tack their signature to the end,is referred to as:
A)ineffective copy
B)bland copy
C)do-it-yourself copy
D)all copy
E)none of the above

Accepted Answer

The answer of Generic or your-name-here copy,whereby almost any company...

Question 7

Which element in print advertising conveys the main message so that people get the point of the ad?
A)Headline
B)Call to action
C)Body copy
D)Subheads
E)Tagline

Accepted Answer

The headline is usually the largest and most prominent element in print advertising, and it is designed to capture the attention of the target audience and convey the main message of the ad in a concise and compelling way. It should be memorable and relevant to the product or service being advertised, and it should make people want to read more. The other elements, such as the call to action, body copy, subheads, and tagline, are important too, but they support and reinforce the main message conveyed by the headline.

Question 8

Which of the following terms refers to so-called 'we' copy written from the company's point of view in a pompous tone?
A)Succinct copy
B)Display copy
C)Keywords
D)Brag-and-boast copy
E)Your-name-here copy

Accepted Answer

Brag-and-boast copy is a term used for copy written in a company's point of view, which has a pompous tone and tends to brag about its achievements and capabilities.

Question 9

Huong took a job at an advertising agency after she graduated.She knows the meanings and derivations,as well as the moods and feelings,of words and can identify the tone of voice that best fits the target audience and the product.Her job is to shape and sculpt the words in an advertisement.The discipline Huong has chosen is known as a(n)________.
A)art director
B)creative director
C)copywriter
D)wordsmith
E)proofreader

Accepted Answer

Huong's job of shaping and sculpting words in an advertisement is the job of a copywriter. The other options (art director, creative director, proofreader) are also involved in the advertising process but do not specifically focus on the language and wording of the advertisement. A wordsmith is generally a synonym for a writer or someone who is skilled with words, but it is not a specific job title in the advertising industry.

Question 10

A headline for a magazine ad states: 'Lose up to 2 kilos this weekend!' Which type of headline does this best represent?
A)Command
B)News announcement
C)Association
D)Assertion
E)Empathy

Accepted Answer

This headline is an example of an assertion because it makes a bold statement or claim about what the product can achieve, in this case, weight loss of up to 2 kilos in a weekend.

Question 11

The statement,'Stay where you are,New Zealand,I'm coming over',appearing at the end of advertisement promoting tourism to New Zealand,is known as a ________.
A)caption
B)slogan
C)headline
D)subhead
E)body copy

Accepted Answer

The statement 'Stay where you are, New Zealand, I'm coming over' is a catchy and memorable phrase used in the advertisement to promote tourism in New Zealand. It encourages people to visit New Zealand and suggests that it's worth traveling to discover what the country has to offer. This statement is a classic example of a slogan, which is a short phrase or motto that represents a brand or a company.

Question 12

The advertising agency for the hybrid car,Toyota Prius,wants to test two headlines for a magazine campaign to determine which will have the greatest impact on the target audience.What kind of test can the agency conduct to determine this?
A)End-run test
B)Headline test
C)Split-run test
D)Dual test
E)Direct test

Accepted Answer

The test that the advertising agency can conduct to determine the impact of two headlines is a split-run test. This involves dividing the audience into two groups and exposing each group to a different headline. The agency can then measure the response of each group to determine which headline had the greatest impact. This is an effective way to test the effectiveness of advertising campaigns and can help the agency optimize their messaging for future campaigns.

Question 13

Which of the following statements is false regarding advertising writing style?
A)Words such as interesting,very and save are effective in ad copy.
B)Effective copy is succinct and single-minded.
C)Every word counts because space and time are expensive.
D)Copy should be simple to allow the ad to compete in a cluttered environment.
E)Copy should use the language of the target audience.

Accepted Answer

Words such as "interesting" and "very" are generally not considered effective in ad copy because they are subjective and do not provide specific information to the audience. "Save," on the other hand, can be effective in communicating a value proposition to the audience.

Question 14

Headlines can be grouped into which two general categories?
A)Call-outs and call to actions
B)How-to and how-not-to
C)Taglines and slogans
D)Direct- and indirect-action
E)Display and body

Accepted Answer

Headlines can typically be categorized into two general categories: direct-action headlines, which are straightforward and direct, and indirect-action headlines, which are more subtle and may require more thought from the reader.

Question 15

What is the purpose of the closing paragraph in body copy?
A)To give readers interesting information so that they go back and read the full body copy.
B)Provides specific information such as price and warranty.
C)Provides the required disclaimers.
D)Draws the reader's attention to the selling premise.
E)Refers back to the creative concept and wraps up the big idea.

Accepted Answer

The closing paragraph in body copy is meant to refer back to the creative concept and wrap up the big idea. It is a way to leave a lasting impression on the reader and reinforce the selling premise. Options A, B, and C are not relevant to the purpose of the closing paragraph, while option D is too vague and not specific to the function of the closing paragraph.

Question 16

Which paragraph(s)gets special attention in body copy?
A)Lead
B)Close
C)Middle
D)(a)and (b)
E)(a)and (c)

Accepted Answer

The lead and close paragraphs receive special attention in body copy. The lead draws the reader in and sets the tone, while the close wraps up the message and often includes a call to action or summary.

Question 17

An ad without the ________ is just a fancy piece of art.
A)buy
B)sell
C)trade
D)creativity
E)proofreading

Accepted Answer

The purpose of advertising is to promote and sell a product or service. Without the ability to sell or persuade the audience to take action, an ad would just be a creative expression without any tangible return on investment.

Question 18

Which of the following is a literary technique used by copywriters to enhance the memorability of subheads,slogans and taglines?
A)Direct address
B)Unexpected phrasing
C)Rhyme,rhythm and alliteration
D)Music
E)All of the above

Accepted Answer

All of the options listed are literary techniques used by copywriters to enhance the memorability of subheads, slogans, and taglines. Direct address engages the reader personally, unexpected phrasing grabs attention, and rhyme, rhythm, and alliteration make phrases catchy and easier to remember. Music, although not a written technique, can be paired with slogans and taglines in audio or video advertisements to enhance memorability.

Question 19

Which of the following is a type of advertisement in which words are crucial?
A)If the message is complicated.
B)If the ad is for a high-involvement product.
C)If the product needs to establish authority in its category.
D)If the ad tries to convey abstract qualities.
E)All of the above.

Accepted Answer

All of the given options require the use of words in the advertisement. A complicated message may need more explanation through words, a high-involvement product ad may require more detailed information, establishing authority in a category may need words to convince the audience, and conveying abstract qualities may require the use of descriptive language.

Question 20

To develop the right tone of voice,copywriters write to the ________.
A)editor
B)target audience
C)brand manager
D)none of the above

Accepted Answer

The target audience is the group of people that the copy is intended to reach, so copywriters need to write with their preferences, interests, and communication style in mind in order to develop the right tone of voice. The editor and brand manager may have input, but ultimately the tone should be tailored to the target audience.

Quiz 13: Copywriting

________ 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?

David Ogilvy said that the headline is the most important element in an advertisement.Which of the following is NOT one of his principles about writing headlines?

Which of the following is a type of direct-action headline?

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

Generic or your-name-here copy,whereby almost any company can use the words and tack their signature to the end,is referred to as:

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

Which of the following terms refers to so-called 'we' copy written from the company's point of view in a pompous tone?

A headline for a magazine ad states: 'Lose up to 2 kilos this weekend!' Which type of headline does this best represent?

The statement,'Stay where you are,New Zealand,I'm coming over',appearing at the end of advertisement promoting tourism to New Zealand,is known as a ________.

The advertising agency for the hybrid car,Toyota Prius,wants to test two headlines for a magazine campaign to determine which will have the greatest impact on the target audience.What kind of test can the agency conduct to determine this?

Which of the following statements is false regarding advertising writing style?

Headlines can be grouped into which two general categories?

What is the purpose of the closing paragraph in body copy?

Which paragraph(s) gets special attention in body copy?

An ad without the ________ is just a fancy piece of art.

Which of the following is a literary technique used by copywriters to enhance the memorability of subheads,slogans and taglines?

Which of the following is a type of advertisement in which words are crucial?

To develop the right tone of voice,copywriters write to the ________.