1. Chapter Thirteen Copywriting

2. Prentice Hall, © 200913-2 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

3. Prentice Hall, © 200913-3 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

4. Prentice Hall, © 200913-4 Effective copy is succinct, yet open-minded and loosely focused. True False

5. Prentice Hall, © 200913-5 Effective copy is succinct, yet open-minded and loosely focused. True False

6. Prentice Hall, © 200913-6 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

7. Prentice Hall, © 200913-7 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

8. Prentice Hall, © 200913-8 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

9. Prentice Hall, © 200913-9 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

10. Prentice Hall, © 200913-10 Do good headlines interrupt reader’s scanning and get their attention? a) Yes b) No

11. Prentice Hall, © 200913-11 Do good headlines interrupt reader’s scanning and get their attention? a) Yes b) No

12. Prentice Hall, © 200913-12 Do copywriters use slogans to wrap up the key idea or creative concept? a) Yes b) No

13. Prentice Hall, © 200913-13 Do copywriters use slogans to wrap up the key idea or creative concept? a) Yes b) No

14. Prentice Hall, © 200913-14 The call to action is used to create a strong association in readers’ minds. a) True b) False

15. Prentice Hall, © 200913-15 The call to action is used to create a strong association in readers’ minds. a) True b) False

16. Prentice Hall, © 200913-16 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

17. Prentice Hall, © 200913-17 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

18. Prentice Hall, © 200913-18 Radio’s special advantage over print is known as “theater of logic.” a) True b) False

19. Prentice Hall, © 200913-19 Radio’s special advantage over print is known as “theater of logic.” a) True b) False

20. Prentice Hall, © 200913-20 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

21. Prentice Hall, © 200913-21 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

22. Prentice Hall, © 200913-22 Is the “big idea” concept equally useful in print and television copywriting? a) Yes b) No

23. Prentice Hall, © 200913-23 Is the “big idea” concept equally useful in print and television copywriting? a) Yes b) No

24. Prentice Hall, © 200913-24 The secret to great Web copy is finding a way to open up interaction with the consumer. a) True b) False

25. Prentice Hall, © 200913-25 The secret to great Web copy is finding a way to open up interaction with the consumer. a) True b) False

26. Prentice Hall, © 200913-26 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

27. Prentice Hall, © 200913-27 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

28. Prentice Hall, © 200913-28 Is it fairly easy to standardize copy appeals and translate them into other languages ? a) Yes b) No

29. Prentice Hall, © 200913-29 Is it fairly easy to standardize copy appeals and translate them into other languages ? a) Yes b) No

30. Prentice Hall, © 200913-30 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

31. Prentice Hall, © 200913-31 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

32. Prentice Hall, © 200913-32 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall