Chapter Thirteen Copywriting
Prentice Hall, © The person who shapes and sculpts the words in an advertisement is called the: a) Media planner b) Account planner c) Copywriter d) Media marketer
Prentice Hall, © The person who shapes and sculpts the words in an advertisement is called the: a) Media planner b) Account planner c) Copywriter d) Media marketer
Prentice Hall, © Effective copy is succinct, yet open-minded and loosely focused. True False
Prentice Hall, © Effective copy is succinct, yet open-minded and loosely focused. True False
Prentice Hall, © Good guidelines for writing effective copy include all but: a) Be succinct and single-minded b) Keep a single focus and be conversational c) Be original and use variety d) All of the above are good guidelines
Prentice Hall, © Good guidelines for writing effective copy include all but: a) Be succinct and single-minded b) Keep a single focus and be conversational c) Be original and use variety d) All of the above are good guidelines
Prentice Hall, © In copywriting for print, display copy is different from body copy in that: a) Display copy includes elements included in the initial scan while body copy is designed to get attention and stop the scanning b) Display copy is a headline while body copy is the tagline c) Display copy is the call to action while body copy is the tagline d) Display copy includes all elements in the initial scanning while body copy is designed to wrap the key idea in a headline
Prentice Hall, © In copywriting for print, display copy is different from body copy in that: a) Display copy includes elements included in the initial scan while body copy is designed to get attention and stop the scanning b) Display copy is a headline while body copy is the tagline c) Display copy is the call to action while body copy is the tagline d) Display copy includes all elements in the initial scanning while body copy is designed to wrap the key idea in a headline
Prentice Hall, © Do good headlines interrupt reader’s scanning and get their attention? a) Yes b) No
Prentice Hall, © Do good headlines interrupt reader’s scanning and get their attention? a) Yes b) No
Prentice Hall, © Do copywriters use slogans to wrap up the key idea or creative concept? a) Yes b) No
Prentice Hall, © Do copywriters use slogans to wrap up the key idea or creative concept? a) Yes b) No
Prentice Hall, © The call to action is used to create a strong association in readers’ minds. a) True b) False
Prentice Hall, © The call to action is used to create a strong association in readers’ minds. a) True b) False
Prentice Hall, © Collateral materials are used to: a) Support an advertising campaign and provide details about a product, company, or event b) Support a radio campaign and provide details about the competition c) Create visualization in the listener’s imagination d) Provide a catchy and memorable message
Prentice Hall, © Collateral materials are used to: a) Support an advertising campaign and provide details about a product, company, or event b) Support a radio campaign and provide details about the competition c) Create visualization in the listener’s imagination d) Provide a catchy and memorable message
Prentice Hall, © Radio’s special advantage over print is known as “theater of logic.” a) True b) False
Prentice Hall, © Radio’s special advantage over print is known as “theater of logic.” a) True b) False
Prentice Hall, © TV commercials are planned with the following two documents: a) The script and the storyboard b) The script and the big idea c) The storyboard and the creative brief d) The creative brief and the message design
Prentice Hall, © TV commercials are planned with the following two documents: a) The script and the storyboard b) The script and the big idea c) The storyboard and the creative brief d) The creative brief and the message design
Prentice Hall, © Is the “big idea” concept equally useful in print and television copywriting? a) Yes b) No
Prentice Hall, © Is the “big idea” concept equally useful in print and television copywriting? a) Yes b) No
Prentice Hall, © The secret to great Web copy is finding a way to open up interaction with the consumer. a) True b) False
Prentice Hall, © The secret to great Web copy is finding a way to open up interaction with the consumer. a) True b) False
Prentice Hall, © The effectiveness of Web-based banner advertising is measured by: a) The number of calls to the company’s consumer hotline b) The messages passed along to friends c) The number of click-throughs d) The number of viewers of the banner
Prentice Hall, © The effectiveness of Web-based banner advertising is measured by: a) The number of calls to the company’s consumer hotline b) The messages passed along to friends c) The number of click-throughs d) The number of viewers of the banner
Prentice Hall, © Is it fairly easy to standardize copy appeals and translate them into other languages ? a) Yes b) No
Prentice Hall, © Is it fairly easy to standardize copy appeals and translate them into other languages ? a) Yes b) No
Prentice Hall, © To avoid blunders in translating copy into foreign languages, one should: a) Rewrite them in English b) Rewrite them in their second language c) Skip words that do not translate precisely into English d) Scrap the campaign and start over with a new one
Prentice Hall, © To avoid blunders in translating copy into foreign languages, one should: a) Rewrite them in English b) Rewrite them in their second language c) Skip words that do not translate precisely into English d) Scrap the campaign and start over with a new one
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