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Exam 9: Promotional Writing

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Question 31

Multiple Choice

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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

F) D) and E)
G) B) and C)

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Question 32

Multiple Choice

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Refer to the following scenario to answer the questions below. Travelocity.com is an online travel agency that advertises that users will get the best prices on airfare, hotels, and rental cars. Travelocity.com uses the "Roaming Gnome" in its television commercials, often in humorous situations. For example, a recent ad showed the gnome in Europe where he plugged an American appliance (i.e., hair dryer) into a socket and was shocked across the room. All that was shown of him when the smoke cleared was the top of his gnome hat down behind a chair. Viewers hear him say, "Am I going to die?" -When a new concept and execution is developed for a television commercial,Travelocity.com's advertising agency provides a visual plan or layout of the commercial for the company to approve.This plan is called a(n) ________.

A) storyboard
B) scene-by-scene plan
C) script
D) action plan
E) progression sheet

F) C) and E)
G) B) and D)

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Question 33

Multiple Choice

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Headlines can be grouped into which two general categories?

Effective banner ads often use promotional incentives such as prizes or gifts to motivate visitors to click through to the sponsor's website.

Which category of headlines is straightforward and informative?

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

Rob has been writing advertising copy for magazine ads for many years,but now he wants to venture into writing copy for Web ads.Explain how writing for the Web is going to be different for Rob.

Discuss problems advertisers might face when translating copy into another language.How can these problems be addressed?

All of the following are most likely considered display copy EXCEPT which one?

Why is language more important in an advertisement for a high-involvement product than for a low-involvement product?

Sleepy's,the national mattress store that has branded itself as "the mattress professionals," runs several radio spots throughout the country on a variety of stations.All of the radio ads end with the slogan,"Trust Sleepy's for the rest of your life" sung to a simple tune.This slogan is an example of a(n) ________.

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

What is an advantage of magazine advertising?

________ includes the elements in a print ad that are designed to be read and absorbed.

According to research reported in the text,which of the following letters have a calming or relaxing effect?

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

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

Sound effects used in radio advertising are often take from sound-effects libraries rather than created originally for a specific radio message.

Commercials in song are known as ________.

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