Advertising & imc: Principles and Practice, 9e (Moriarty) Chapter 9 Copywriting



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Advertising & IMC: Principles and Practice, 9e (Moriarty)


Chapter 9 Copywriting
1) 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

Answer: C

Diff: 1 Page Ref: 261

Skill: Concept

AACSB: Communication abilities

Objective: 9-1
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

Answer: A

Diff: 1 Page Ref: 261

Skill: Concept

AACSB: Communication abilities

Objective: 9-1
3) 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

Answer: C

Diff: 2 Page Ref: 262

Skill: Concept

AACSB: Communication abilities

Objective: 9-1

4) 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.

Answer: A

Diff: 2 Page Ref: 262-263

Skill: Concept

AACSB: Communication abilities

Objective: 9-1

5) 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

Answer: D

Diff: 1 Page Ref: 265

Skill: Concept

AACSB: Communication abilities

Objective: 9-1


6) 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

Answer: D

Diff: 1 Page Ref: 265

Skill: Concept

AACSB: Communication abilities

Objective: 9-1
7) 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

Answer: B

Diff: 2 Page Ref: 265

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

8) 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

Answer: A

Diff: 2 Page Ref: 265

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

9) ________ 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

Answer: B

Diff: 1 Page Ref: 265

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

10) ________ 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

Answer: A

Diff: 1 Page Ref: 265

Skill: Concept

AACSB: Communication abilities

Objective: 9-2
11) All of the following are considered display copy EXCEPT which one?

A) caption

B) headline

C) subhead

D) tagline

E) slogan

Answer: A

Diff: 2 Page Ref: 265

Skill: Concept

AACSB: Communication abilities

Objective: 9-2
12) 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

Answer: A

Diff: 1 Page Ref: 266

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

13) The text of the ad is known as the ________.

A) headline

B) overline

C) body copy

D) subhead

E) tagline

Answer: C

Diff: 1 Page Ref: 267

Skill: Concept

AACSB: Communication abilities

Objective: 9-2


14) 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

Answer: A

Diff: 2 Page Ref: 267

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

15) 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

Answer: A

Diff: 2 Page Ref: 267

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

16) 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

Answer: D

Diff: 2 Page Ref: 267

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

17) 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

Answer: A

Diff: 2 Page Ref: 267

Skill: Concept

AACSB: Communication abilities

Objective: 9-2


18) 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

Answer: E

Diff: 1 Page Ref: 267

Skill: Concept

AACSB: Communication abilities

Objective: 9-2
19) 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

Answer: E

Diff: 1 Page Ref: 267

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

20) 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

Answer: C

Diff: 2 Page Ref: 267

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

21) According to researchers, what percentage of readers who read the headline goes on to read the body copy?

A) 10 percent

B) 20 percent

C) 30 percent

D) 40 percent

E) 50 percent

Answer: B

Diff: 3 Page Ref: 268

Skill: Concept

AACSB: Analytic skills

Objective: 9-2

22) Copy-tests of headlines using two versions of the same ad are known as ________.

A) end-run tests

B) tag tests

C) split-run tests

D) dual tests

E) direct tests

Answer: C

Diff: 2 Page Ref: 268

Skill: Concept

AACSB: Communication abilities

Objective: 9-2
23) Headlines can be grouped into which two general categories?

A) call-outs and call to actions

B) overlines and underlines

C) taglines and slogans

D) direct- and indirect-action headlines

E) display and body headlines

Answer: D

Diff: 2 Page Ref: 268

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

24) Which category of headlines is straightforward and informative?

A) call-outs

B) call to actions

C) overlines

D) indirect-action

E) direct-action

Answer: E

Diff: 2 Page Ref: 268

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

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

A) news announcement

B) puzzles

C) association

D) question

E) provocation

Answer: A

Diff: 2 Page Ref: 268

Skill: Concept

AACSB: Analytic skills

Objective: 9-2

26) Which of the following is NOT a type of direct-action headline?

A) news announcement

B) association

C) command

D) how-to head

E) assertion

Answer: B

Diff: 2 Page Ref: 268

Skill: Concept

AACSB: Analytic skills

Objective: 9-2

27) Which type of direct-action headline states a claim or a promise that will motivate someone to try the product?

A) assertion

B) command

C) how-to head

D) association

E) news announcement

Answer: A

Diff: 2 Page Ref: 268

Skill: Concept

AACSB: Communication abilities

Objective: 9-2
28) Which type of direct-action headline politely tells the reader to do something?

A) assertion

B) command

C) how-to head

D) association

E) news announcement

Answer: B

Diff: 1 Page Ref: 268

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

29) Which of the following is a type of indirect-action headline?

A) assertion

B) command

C) how-to head

D) association

E) news announcement

Answer: D

Diff: 2 Page Ref: 269

Skill: Concept

Objective: 9-2
30) Which type of indirect-action headline are strictly used for curiosity and provocative power?

A) assertions

B) puzzles

C) how-to heads

D) associations

E) news announcements

Answer: B

Diff: 1 Page Ref: 269

Skill: Concept

Objective: 9-2


31) Which type of indirect-action headline uses image and lifestyle to get attention and build interest?

A) assertion

B) puzzles

C) how-to head

D) association

E) news announcement

Answer: D

Diff: 2 Page Ref: 269

Skill: Concept

Objective: 9-2

32) Indirect-action headlines that give little information but attempt to compel readers to read on to find out the point of the message are known as ________.

A) blind headlines

B) blank headlines

C) assertion headlines

D) tagline

E) attention-getters

Answer: A

Diff: 1 Page Ref: 269

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

33) Next to the headline, which copy element has the second-highest readership?

A) overlines

B) underlines

C) call-outs

D) captions

E) taglines

Answer: D

Diff: 2 Page Ref: 270

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

34) ________ are sectional headlines that can be used to break up a mass of "gray" type in a large block of copy.

A) Captions

B) Subheads

C) Taglines

D) Slogans

E) Direct headlines

Answer: B

Diff: 2 Page Ref: 270

Skill: Concept

AACSB: Communication abilities

Objective: 9-2
35) Which of the following is NOT a literary technique used by copywriters to enhance the memorability of subheads, slogans, and taglines?

A) direct address

B) parallel construction

C) music


D) rhyme

E) cliche

Answer: E

Diff: 2 Page Ref: 271

Skill: Concept

AACSB: Communication abilities

Objective: 9-2
36) The slogan "Have it your way" is an example of which of the following literary techniques used by advertisers?

A) direct address

B) parallel construction

C) music


D) rhyme

E) cliche

Answer: A

Diff: 2 Page Ref: 271

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

37) Which copy element develops the sales messages, states the argument, summarizes the proof, and provides explanation?

A) headline

B) subhead

C) caption

D) body copy

E) display copy

Answer: D

Diff: 2 Page Ref: 271

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

38) Which of the following is NOT a standard approach to writing body copy?

A) straightforward

B) narrative

C) alliteration

D) translation

E) explanation

Answer: C

Diff: 2 Page Ref: 272

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

39) Which standard approach to writing body copy is characterized by factual copy usually written in the words of an anonymous or unacknowledged source?

A) straightforward

B) narrative

C) dialogue

D) translation

E) explanation

Answer: A

Diff: 2 Page Ref: 272

Skill: Concept

AACSB: Communication abilities

Objective: 9-2
40) Which standard approach to writing body copy tells a story in first person or third person?

A) straightforward

B) narrative

C) dialogue

D) translation

E) explanation

Answer: B

Diff: 2 Page Ref: 272

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

41) Which standard approach to writing body copy lets the reader "listen in" on a conversation?

A) straightforward

B) narrative

C) dialogue

D) translation

E) explanation

Answer: C

Diff: 2 Page Ref: 272

Skill: Concept

AACSB: Communication abilities

Objective: 9-2


42) Which standard approach to writing body copy explains how something works?

A) straightforward

B) narrative

C) dialogue

D) translation

E) explanation

Answer: E

Diff: 1 Page Ref: 272

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

43) Which standard approach to writing body copy defines technical information in understandable language?

A) straightforward

B) narrative

C) dialogue

D) translation

E) explanation

Answer: D

Diff: 2 Page Ref: 272

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

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

A) lead


B) middle and closing

C) lead, middle, and closing

D) lead and closing

E) lead and middle

Answer: D

Diff: 2 Page Ref: 272

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

45) Which of the following is another name for the first paragraph of the body copy?

A) tagline

B) lead


C) paramount

D) initial

E) headline

Answer: B

Diff: 1 Page Ref: 272

Skill: Concept

AACSB: Communication abilities

Objective: 9-2


46) 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) to provide specific information such as price and warranty

C) to highlight the required disclaimers

D) to draw the reader's attention to the selling premise

E) to refer back to the creative concept and wrap up the Big Idea

Answer: E

Diff: 2 Page Ref: 272

Skill: Concept

AACSB: Communication abilities

Objective: 9-2
47) Which type of advertising is not considered as intrusive as the others?

A) direct marketing

B) newspaper

C) outdoor

D) television

E) radio


Answer: B

Diff: 2 Page Ref: 273

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

48) In which print medium can ads be more informative and carry longer copy?

A) newspapers

B) magazines

C) directories

D) posters

E) outdoor advertising

Answer: B

Diff: 2 Page Ref: 273

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

49) What is the most important characteristic of copywriting for outdoor advertising?

A) rhythm

B) adese


C) call to action

D) brevity

E) alliteration

Answer: D

Diff: 2 Page Ref: 274

Skill: Concept

AACSB: Communication abilities

Objective: 9-2


50) Brochures, pamphlets, and other materials that provide detail about a product, company, or event are known as ________.

A) add-on materials

B) supplemental literature

C) collateral materials

D) overlines

E) underlines

Answer: C

Diff: 1 Page Ref: 274

Skill: Concept

AACSB: Communication abilities

Objective: 9-2
51) Radio's special advantage is that the story is visualized in the listener's imagination; this is referred to as ________.

A) theater of the mind

B) the mind's imagination

C) image enhancement

D) theater of the imagination

E) synthesis

Answer: A

Diff: 2 Page Ref: 275

Skill: Concept

AACSB: Communication abilities

Objective: 9-3
52) Which of the following is a tool of radio advertising?

A) headline

B) body copy

C) theater

D) motion

E) voice


Answer: E

Diff: 1 Page Ref: 275

Skill: Concept

AACSB: Communication abilities

Objective: 9-3

53) Which of the following is considered the most important element in radio advertising?

A) voice

B) music


C) sound effects

D) motion

E) copy

Answer: A



Diff: 2 Page Ref: 275

Skill: Concept

AACSB: Communication abilities

Objective: 9-3

54) Commercials in song are known as ________.

A) jingles

B) musicals

C) lyricals

D) sound effects

E) voice-overs

Answer: A

Diff: 1 Page Ref: 276

Skill: Concept

AACSB: Communication abilities

Objective: 9-3

55) Which of the following is NOT a guideline for writing effective radio commercials?

A) Keep it impersonal.

B) Wake up the inattentive.

C) Speak to listeners' interests.

D) Make it memorable.

E) Include call to action.

Answer: A

Diff: 2 Page Ref: 276

Skill: Concept

AACSB: Communication abilities

Objective: 9-3

56) ________ occurs in a radio commercial when the visuals from the TV version of an ad are re-created in a listener's mind by the use of key phrases and ideas from the TV commercial.

A) Adese

B) Memorability

C) Call to action

D) Image transfer

E) Brevity

Answer: D

Diff: 1 Page Ref: 277

Skill: Concept

AACSB: Communication abilities

Objective: 9-3

57) Copywriters working on a radio commercial use a standard ________ format to write the copy to certain time blocksincluding all the words, dialogue, lyrics, sound effects, instructions, and descriptions.

A) storyboard

B) radio script

C) transcript

D) dialogue

E) dual-column

Answer: B

Diff: 1 Page Ref: 277

Skill: Concept

AACSB: Communication abilities

Objective: 9-3
58) Which of the following is NOT a technique used in television copy?

A) action

B) demonstration

C) storytelling

D) emotion

E) underline

Answer: E

Diff: 2 Page Ref: 278

Skill: Concept

AACSB: Communication abilities

Objective: 9-4

59) What are the two primary toolkits available to television copywriters?

A) voice-over and on-camera

B) voice and sound effects

C) video and audio

D) on- and off-location

E) script and storyboard

Answer: C

Diff: 2 Page Ref: 278

Skill: Concept

AACSB: Communication abilities

Objective: 9-4

60) An announcer who is not visible describing some kind of action on the screen is known as a(n) ________.

A) voice-over

B) remote-voice

C) off-location

D) ghost-voice

E) monologue

Answer: A

Diff: 1 Page Ref: 278

Skill: Concept

AACSB: Communication abilities

Objective: 9-4

61) In a television ad, where does the action take place?

A) storyboard

B) script

C) cast

D) set


E) frame

Answer: D

Diff: 1 Page Ref: 280

Skill: Concept

AACSB: Communication abilities

Objective: 9-4


62) Commercials shot outside the studio are said to be filmed ________, which means the entire crew and cast are transported somewhere away from the studio.

A) off frame

B) on camera

C) on location

D) off location

E) off camera

Answer: C

Diff: 1 Page Ref: 280

Skill: Concept

AACSB: Communication abilities

Objective: 9-4
63) Which of the following is NOT a role for which people can be cast in a television commercial?

A) announcer

B) director

C) spokesperson

D) character type

E) celebrity

Answer: B

Diff: 2 Page Ref: 280

Skill: Concept

AACSB: Communication abilities

Objective: 9-4
64) A commercial's ________ refers to how fast or slowly the action progresses.

A) storytelling

B) action

C) direction

D) key frame

E) pace

Answer: E

Diff: 1 Page Ref: 281

Skill: Concept

AACSB: Communication abilities

Objective: 9-4

65) Segments of action in a television commercial that occur in a single location are known as ________.

A) scenes

B) segments

C) key frames

D) storyboards

E) scripts

Answer: A

Diff: 1 Page Ref: 281

Skill: Concept

AACSB: Communication abilities

Objective: 9-4

66) The visual that sticks in the mind and becomes the image that viewers remember when they think about the commercial is known as the ________.

A) brand personality

B) key frame

C) tagline

D) elemental visual

E) scripted visual

Answer: B

Diff: 1 Page Ref: 281

Skill: Concept

AACSB: Communication abilities

Objective: 9-4
67) A(n) ________ is the visual plan or layout of the commercial that shows the number of scenes, the composition of the shots, and the progression of the action.

A) key frame

B) script

C) storyboard

D) storyline

E) action plan

Answer: C

Diff: 1 Page Ref: 282

Skill: Concept

AACSB: Communication abilities

Objective: 9-4
68) What is the most common form of online advertising?

A) superstitials

B) pop-ups

C) mobile ads

D) testimonials

E) banner ads

Answer: E

Diff: 2 Page Ref: 282

Skill: Concept

AACSB: Use of information technology

Objective: 9-5

69) Banner ads normally invite viewers to click on the banner to link to an ad or the advertiser's home page. The effectiveness of such efforts is monitored in part by the number of ________.

A) write-ins

B) readers

C) visuals

D) key words

E) click-throughs

Answer: E

Diff: 1 Page Ref: 283

Skill: Concept

AACSB: Use of information technology

Objective: 9-5

70) Which of the following statements is false regarding copywriting in a global environment?

A) English is more economical than many other languages.

B) Standardizing the copy content by translating the appeal into the language of the foreign market is fraught with possible communication blunders.

C) Most international campaigns are not literally translated.

D) A back translation of the ad copy from the foreign language into the domestic one is always a good idea because it conveys a complete cultural interpretation.

E) The most reasonable solution to the language problem is to use bilingual copywriters who understand the full meaning of the English text and can capture the essence of the message in the second language.

Answer: D

Diff: 2 Page Ref: 284

Skill: Concept

AACSB: Multicultural and diversity understanding

Objective: 9-5

71) If a message tries to convey abstract qualities, such as justice and quality, words tend to communicate these concepts more easily than pictures.

Answer: TRUE

Diff: 2 Page Ref: 261

Skill: Concept

AACSB: Communication abilities

Objective: 9-1


72) The person who shapes and sculpts the words in an advertisement is called the creative director.

Answer: FALSE

Diff: 1 Page Ref: 261

Skill: Concept

AACSB: Communication abilities

Objective: 9-1


73) Effective copy is succinct and single-minded.

Answer: TRUE

Diff: 3 Page Ref: 263

Skill: Concept

AACSB: Communication abilities

Objective: 9-1

74) One tip for writing effective copy is to use evocative or figurative language to build a picture in the consumer's mind.

Answer: TRUE

Diff: 2 Page Ref: 263

Skill: Concept

AACSB: Communication abilities

Objective: 9-1


75) Formulaic advertising copy, called adese, violates guidelines for writing effective copy described in this chapter.

Answer: TRUE

Diff: 2 Page Ref: 265

Skill: Concept

AACSB: Communication abilities

Objective: 9-1


76) The two categories of copy in print advertising are display copy and body copy.

Answer: TRUE

Diff: 2 Page Ref: 265

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

77) Display copy includes the elements that are designed to be read and absorbed, such as the text of the ad message and captions.

Answer: FALSE

Diff: 1 Page Ref: 265

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

78) Good headlines interrupt readers' scanning and get their attention, present the selling premise, and lead to conviction.

Answer: FALSE

Diff: 2 Page Ref: 268

Skill: Concept

AACSB: Communication abilities

Objective: 9-2


79) An assertion headline politely tells the reader to do something.

Answer: FALSE

Diff: 2 Page Ref: 268

Skill: Concept

AACSB: Communication abilities

Objective: 9-2


80) Association headlines use image and lifestyle to get attention and build interest.

Answer: TRUE

Diff: 2 Page Ref: 269

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

81) Subheads are short, catchy, and particularly memorable phrases used at the end of an ad to complete or wrap up the creative idea.

Answer: FALSE

Diff: 1 Page Ref: 270

Skill: Concept

AACSB: Communication abilities

Objective: 9-2


82) The literary technique of parallel construction uses repetition of sounds.

Answer: FALSE

Diff: 3 Page Ref: 271

Skill: Concept

AACSB: Communication abilities

Objective: 9-2


83) The two paragraphs that get the most attention in body copy are the lead and the follow-up paragraph.

Answer: FALSE

Diff: 2 Page Ref: 272

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

84) All print ads end with a call to action with instructions on how to respond.

Answer: FALSE

Diff: 2 Page Ref: 272

Skill: Concept

AACSB: Communication abilities

Objective: 9-2

85) The most important characteristic of copywriting for outdoor advertising is brevity.

Answer: TRUE

Diff: 2 Page Ref: 274

Skill: Concept

AACSB: Communication abilities

Objective: 9-2


86) Experts suggest that copywriters use no less than 20 words in outdoor advertising copy.

Answer: FALSE

Diff: 3 Page Ref: 274

Skill: Concept

AACSB: Communication abilities

Objective: 9-2


87) The tools of radio copywriting include voice, music, and sound effects.

Answer: TRUE

Diff: 2 Page Ref: 275

Skill: Concept

AACSB: Communication abilities

Objective: 9-3

88) The most important element in radio advertising is the human voice.

Answer: TRUE

Diff: 2 Page Ref: 275

Skill: Concept

AACSB: Communication abilities

Objective: 9-3


89) Radio advertising relies on conversational style and vernacular language.

Answer: TRUE

Diff: 2 Page Ref: 275

Skill: Concept

AACSB: Communication abilities

Objective: 9-3


90) Slang is usually effective in radio advertising.

Answer: FALSE

Diff: 3 Page Ref: 275

Skill: Concept

AACSB: Communication abilities

Objective: 9-3

91) Storytelling is one way that copywriters can present action in a television commercial more powerfully than in other media.

Answer: TRUE

Diff: 2 Page Ref: 277

Skill: Concept

AACSB: Communication abilities

Objective: 9-4

92) Television copywriters have two primary toolkits: video and audio.

Answer: TRUE

Diff: 2 Page Ref: 278

Skill: Concept

AACSB: Communication abilities

Objective: 9-4


93) Music serves the same function in both radio and television advertising.

Answer: FALSE

Diff: 2 Page Ref: 278

Skill: Concept

AACSB: Communication abilities

Objective: 9-4


94) Commercials shot outside the studio are said to be filmed on set, which means the entire crew and cast are transported somewhere away from the studio.

Answer: FALSE

Diff: 2 Page Ref: 280

Skill: Concept

Objective: 9-4

95) The people appearing in a television commercial are referred to as the talent.

Answer: TRUE

Diff: 1 Page Ref: 280

Skill: Concept

Objective: 9-4


96) The key set is what sticks in the mind and becomes the image that viewers remember when they think about the commercial.

Answer: FALSE

Diff: 2 Page Ref: 281

Skill: Concept

AACSB: Communication abilities

Objective: 9-4


97) The storyboard is the visual plan or layout of the commercial.

Answer: TRUE

Diff: 1 Page Ref: 282

Skill: Concept

AACSB: Communication abilities

Objective: 9-4

98) One way to make banner ads more effective is to change the offer frequently, perhaps even daily.

Answer: TRUE

Diff: 2 Page Ref: 283

Skill: Concept

AACSB: Use of information technology

Objective: 9-5

99) The principles of good copywriting are not really applicable to web ads.

Answer: FALSE

Diff: 2 Page Ref: 283

Skill: Concept

AACSB: Communication abilities

Objective: 9-5


100) Standardizing the copy content by translating the appeal to the language of the foreign market is fraught with possible communication blunders.

Answer: TRUE

Diff: 1 Page Ref: 283-284

Skill: Concept

AACSB: Multicultural and diversity understanding

Objective: 9-5


101) The more elaborate the copy, the greater its impact is likely to be.

Answer: FALSE

Diff: 2 Page Ref: 263

Skill: Application

AACSB: Reflective thinking skills

Objective: 9-1

102) Incorrect grammar has no place in advertising copy.

Answer: FALSE

Diff: 2 Page Ref: 264

Skill: Application

AACSB: Reflective thinking skills

Objective: 9-1


103) "Your-name-here-copy" is most effectively used in corporate advertising.

Answer: FALSE

Diff: 2 Page Ref: 265

Skill: Critical Thinking

AACSB: Reflective thinking skills

Objective: 9-1


104) "Pork. The other white meat" is an example of a slogan that cues the product.

Answer: TRUE

Diff: 2 Page Ref: 271

Skill: Application

AACSB: Analytic skills

Objective: 9-2

105) Because of the clutter in newspapers, the copy in newspaper advertisements has to work harder than other kinds of advertising to catch the attention of its audience.

Answer: FALSE

Diff: 3 Page Ref: 273

Skill: Application

AACSB: Reflective thinking skills

Objective: 9-2

106) Compare and contrast display copy and body copy.

Answer: The two categories of copy that print advertising uses are display copy and body copy (or text). Display copy includes all elements that readers see in their initial scanning. These elements –headlines, subheads, call-outs, taglines, and slogans –usually are set in larger type sizes than body copy and are designed to get attention and to stop the viewer's scanning. Body copy includes the elements that are designed to be read and absorbed, such as the text of the ad message and captions.

Diff: 2 Page Ref: 265-266

Skill: Synthesis

AACSB: Communication abilities

Objective: 9-2

107) Name and describe the types of direct- and indirect-action headlines.

Answer: Types of direct-action headlines:

(1) Assertion –States a claim or a promise that will motivate someone to try the product.

(2) Command –Politely tells the reader to do something.

(3) How-To Heads –People are rewarded for investigating a product when the message tells them how to use it or how to solve a problem.

(4) News Announcements –Used with new-product introductions, but also with changes, reformulations, new styles, and new uses. The news value is thought to get attention and motivate people to try the product.

Types of indirect-action headlines:

(1) Puzzles –Used strictly for their curiosity and provocative power. Puzzling statements, ambiguities, and questions require the reader to examine the body copy to get the answer or explanation. The intention is to pull readers into the body copy.

(2) Associations –Use image and lifestyle to get attention and build interest.

Diff: 3 Page Ref: 268-269

Skill: Synthesis

AACSB: Reflective thinking skills

Objective: 9-2

108) Name and describe the five standard approaches to writing body copy in print ads.

Answer:


(1) Straightforward –Factual copy usually written in the words of an anonymous or an unacknowledged source.

(2) Narrative –tells a story in first person or third person.

(3) Dialogue –Lets the reader "listen in" on a conversation.

(4) Explanation –Explains how something works.

(5) Translation –Technical information, such as that written for the high-tech and medical industries, must be defined and translated into understandable language.

Diff: 3 Page Ref: 272

Skill: Synthesis

AACSB: Reflective thinking skills

Objective: 9-2

109) Compare and contrast copywriting for radio and copywriting for television.

Answer: Because radio is a transitory medium, the ability of the listener to remember facts is difficult, so copywriters repeat the key points of brand name and identification information. Radio is pervasive in that it surrounds many of our activities, but it is seldom the listener's center of attention and usually in the background. Radio's special advantage, referred to as theater of the mind, is that the story is visualized in the listener's imagination. The copywriter has all the theatrical tools of voices, sound effects, and music, but no visuals. The most important element in radio advertising is voices, which are heard in jingles, spoken dialogue, and announcements. Radio advertising also relies on conversational style and vernacular language. Guidelines for writing effective radio copy include:

(1) Keep it personal

(2) Speak to listeners' interests

(3) Wake up the inattentive

(4) Make it memorable

(5) Include call to action

(6) Create image transfer

Television copywriters understand that it is the moving image, the action, which makes television so much more engaging than other media. The challenge for the writer is to fuse the images with the words to present not only a creative concept, but also a story. One of the strengths of television, then, is its ability to reinforce verbal messages with visuals or reinforce visuals with verbal messages. Viewers watching a program they enjoy often are absorbed to a degree only slightly less than that experienced by people watching a movie in a darkened theater. Effective television commercials can achieve this level of audience absorption if they are written to maximize the dramatic aspects of moving images and storytelling. Television copywriters have two primary tools: their audio and visual toolkits.

Diff: 3 Page Ref: 275-280

Skill: Synthesis

AACSB: Communication abilities

Objective: 9-3

110) What is the most common form of Internet advertising, and what must the copywriter think about when developing these ads?

Answer: The most common form of online advertising is small banner ads containing text, images, and perhaps animation. The key to stopping surfers is vivid graphics and clever phrases. To grab the surfer, the copywriter must think about:

(1) Offering a deal that promises a discount or a freebie as a prize.

(2) Using an involvement device such as a challenge or contest.

(3) Changing the offer frequently, perhaps even daily. One of the reasons people surf the Net is to find out what's happening now.

(4) Keeping the writing succinct because most surfers have short attention spans and get bored easily.

(5) Focusing surfers' attention by asking provocative questions or offering knowledge they can use.

(6) Using the advertisement to solicit information and options from users as part of the research.

Diff: 3 Page Ref: 282-283

Skill: Synthesis

AACSB: Use of information technology

Objective: 9-5

111) As described in the chapter's opening vignette, what tagline captured the Big Idea in the campaign for Chick-fil-A?

A) Cows for Chick-fil-A

B) Chicken is good food

C) Finger Lickin' Good

D) Eat Mor Chikin

E) America's Best Loved Chicken Sandwich

Answer: D

Diff: 2 Page Ref: 259

Skill: Application

AACSB: Communication abilities

Objective: 9-1

112) Gwen was an English major in college and 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 the reverberations and vibrations they create in a reader's mind. Her job is to shape and sculpt the words in an advertisement. Gwen works as a(n) ________.

A) art director

B) creative director

C) copywriter

D) wordsmith

E) proofreader

Answer: C

Diff: 2 Page Ref: 261

Skill: Application

AACSB: Reflective thinking skills

Objective: 9-1

113) Michelle just got her first job as a copywriter. Which of the following is NOT a characteristic of writing effective copy that Michelle should use?

A) be succinct

B) get personal

C) be conversational

D) use variety

E) use gimmicks

Answer: E

Diff: 2 Page Ref: 263

Skill: Application

AACSB: Reflective thinking skills

Objective: 9-1
114) Which of the following is the most accurate statement about humor in advertising?

A) The goal is to generate awareness and recall of a simple message.

B) If the ad is funny enough, what it's advertising is less important.

C) The target audience for funny ads is mainly middle-aged women.

D) Humor works best in print.

E) The audience should have a high need for cognition.

Answer: A

Diff: 2 Page Ref: 264

Skill: Application

AACSB: Communication abilities

Objective: 9-1

115) An advertisement for an exercise bike exclaimed "Get fit as a fiddle!" Which of the following best describes this copy?

A) adese

B) parallel construction

C) brag-and-boast copy

D) your-name-here copy

E) rhyme

Answer: A

Diff: 3 Page Ref: 265

Skill: Application

AACSB: Analytic skills

Objective: 9-1

116) A print ad for Wonder Bread used a picture of a little boy with sentences floating around him and arrows pointing to various parts of his body. Each arrow was accompanied by a statement about how Wonder Bread helps a specific body part. These sentences and lines pointing to the various parts of the visual are known as ________.

A) overlines

B) underlines

C) body copy

D) call-outs

E) cut-outs

Answer: D

Diff: 2 Page Ref: 267

Skill: Application

AACSB: Analytic skills

Objective: 9-2

117) The advertising agency for Ford Focus wants to test which of the two headlines it is considering for a magazine ad will have the greatest impact on the target audience. What kind of test can the agency conduct to determine this?

A) end-run testing

B) headline test

C) split-run test

D) dual test

E) direct test

Answer: C

Diff: 2 Page Ref: 268

Skill: Application

AACSB: Reflective thinking skills

Objective: 9-2

118) A headline for a magazine ad states "Lose up to 10 pounds this weekend!" Which type of headline does this best represent?

A) command

B) news announcement

C) association

D) assertion

E) promise

Answer: D

Diff: 2 Page Ref: 268

Skill: Application

AACSB: Reflective thinking skills

Objective: 9-2


119) A Johnson & Johnson campaign for the company's "Healthy People" initiative includes posters with the headline "Keep your spirit pure" with no more information in the headline. This is an example of an indirect headline or a(n) ________ headline.

A) how-to

B) blind

C) action

D) target

E) identifying

Answer: B

Diff: 2 Page Ref: 269

Skill: Application

AACSB: Analytic skills

Objective: 9-2

120) For several years, Nike included the phrase "Just Do It" in all of its advertisements, print and television. This phrase is an example of a(n) ________.

A) caption

B) underline

C) slogan

D) call-out

E) body copy

Answer: C

Diff: 2 Page Ref: 270

Skill: Application

AACSB: Analytic skills

Objective: 9-2

121) George just finished writing the copy for a pamphlet detailing the healthy food options at a chain of fast food restaurants. The pamphlet will be available at the counter of each restaurant, giving customers the opportunity to find out more about the health value of different meal combinations before they order. George has written ________.

A) underline material

B) taglines

C) collateral material

D) slogans

E) overline material

Answer: C

Diff: 2 Page Ref: 274

Skill: Application

AACSB: Analytic skills

Objective: 9-2

122) A car insurance company has a successful and popular television commercial. The company would like to expand its advertising to radio, building on the momentum of its television campaign. What technique should the company use to convey its television ad on the radio?

A) keep it personal

B) speak to listeners' interests

C) make it memorable

D) image transfer

E) call to action

Answer: D

Diff: 3 Page Ref: 277

Skill: Critical Thinking

AACSB: Reflective thinking skills

Objective: 9-3
123) What element is essential in visual storytelling, as shown in audience reactions to the video of Susan Boyle on Britain's Got Talent?

A) animation

B) element of surprise

C) beautiful visuals

D) emotional engagement

E) positive feedback

Answer: D

Diff: 2 Page Ref: 279

Skill: Application

AACSB: Reflective thinking skills

Objective: 9-4

124) Vardaman Toyota routinely shoots television commercials in its car lot rather than in a studio. These commercials are shot ________.

A) off-script

B) on-location

C) out-back

D) off-frame

E) off-lot

Answer: B

Diff: 2 Page Ref: 280

Skill: Application

AACSB: Analytic skills

Objective: 9-4

125) Howard Computers is a manufacturer of portable medical laptop computers, which are more technical than a typical laptop computer. Howard Computers will be advertising in trade and medical professional publications. Which approach to writing body copy would be most appropriate for this product and target market?

A) parallel construction

B) narrative

C) dialogue

D) rhythm and alliteration

E) translation

Answer: E

Diff: 2 Page Ref: 272

Skill: Critical Thinking

AACSB: Reflective thinking skills

Objective: 9-2

126) If a company wants to advertise in a print medium that is unintrusive, straightforward, and informative, what medium should it choose?

A) newspaper

B) television

C) radio


D) poster

E) billboard

Answer: A

Diff: 2 Page Ref: 273

Skill: Critical Thinking

AACSB: Reflective thinking skills

Objective: 9-2




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