Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

What is an advantage of magazine advertising over newspaper advertising?

Accepted Answer

Magazines offer better-quality...

Question 3

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 ________.

Accepted Answer

A)  write-ins
B)  readers
C)  visuals
D)  key words
E)  click-throughsF) B) and D)
G) B) and E)

Question 4

What is the most important word selection in marketing communication?

Accepted Answer

A)  headline
B)  slogan
C)  brand or corporate name
D)  mission statement
E)  display copyF) A) and B)
G) C) and D)

Question 5

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

Accepted Answer

A)  brand personality
B)  key frame
C)  tagline
D)  elemental visual
E)  scripted visualF) A) and B)
G) A) and E)

Question 6

The literary technique of parallel construction uses repetition of sounds.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A)  straightforward
B)  narrative
C)  alliteration
D)  translation
E)  explanationF) A) and B)
G) A) and C)

Question 9

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

Accepted Answer

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.F) A) and C)
G) B) and E)

Question 10

Commercials in song are known as ________.

Accepted Answer

A)  jingles
B)  musicals
C)  lyricals
D)  sound effects
E)  voice-oversF) A) and E)
G) B) and D)

Question 11

Which of the following is NOT a literary technique used by copywriters to enhance the memorability of subheads, slogans, and taglines?

Accepted Answer

A)  direct address
B)  parallel construction
C)  music
D)  rhyme
E)  clicheF) A) and E)
G) C) and D)

Question 12

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) ________.

Accepted Answer

A)  art director
B)  creative director
C)  copywriter
D)  wordsmith
E)  proofreaderF) A) and B)
G) All of the above

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A)  layout and storyboard
B)  copy sheet and layout
C)  script and storyboard
D)  copy sheet and script
E)  copy sheet and storyboardF) B) and C)
G) All of the above

Question 17

Which type of indirect-action headline are strictly used for curiosity and provocative power?

Accepted Answer

A)  assertions
B)  puzzles
C)  how-to heads
D)  associations
E)  news announcementsF) A) and D)
G) D) and E)

Question 18

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

Accepted Answer

A)  lead
B)  middle and closing
C)  lead, middle, and closing
D)  lead and closing
E)  lead and middleF) A) and D)
G) A) and E)

Question 19

Compare and contrast display copy and body copy.

Accepted Answer

The two categories of copy that print ad...

Question 20

What kind of writing should a copywriter use when creating an ad that will be placed in a directory?

Accepted Answer

For directory advertising, it's advisabl...

Exam 9: Copywriting

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

Correct Answer
verified

What is an advantage of magazine advertising over newspaper advertising?

Correct Answer
verified
Magazines offer better-quality...
View Answer

The literary technique of parallel construction uses repetition of sounds.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

What kind of writing should a copywriter use when creating an ad that will be placed in a directory?

Correct Answer
verified
For directory advertising, it's advisabl...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Which type of indirect-action headline are strictly used for curiosity and provocative power?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Which of the following is NOT a literary technique used by copywriters to enhance the memorability of subheads, slogans, and taglines?

Correct Answer
verified

Compare and contrast display copy and body copy.

Correct Answer
verified
The two categories of copy that print ad...
View Answer

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

Correct Answer
verified

What is the most important word selection in marketing communication?

Correct Answer
verified

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 ________.

Correct Answer
verified

Commercials in song are known as ________.

Correct Answer
verified

Exam 9: Copywriting

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

Correct AnswerverifiedShow Answer

What is an advantage of magazine advertising over newspaper advertising?

Correct AnswerverifiedMagazines offer better-quality...View AnswerShow Answer

The literary technique of parallel construction uses repetition of sounds.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What kind of writing should a copywriter use when creating an ad that will be placed in a directory?

Correct AnswerverifiedFor directory advertising, it's advisabl...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which type of indirect-action headline are strictly used for curiosity and provocative power?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is NOT a literary technique used by copywriters to enhance the memorability of subheads, slogans, and taglines?

Correct AnswerverifiedShow Answer

Compare and contrast display copy and body copy.

Correct AnswerverifiedThe two categories of copy that print ad...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

What is the most important word selection in marketing communication?

Correct AnswerverifiedShow Answer

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 ________.

Correct AnswerverifiedShow Answer

Commercials in song are known as ________.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Magazines offer better-quality...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
For directory advertising, it's advisabl...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The two categories of copy that print ad...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified