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Chapter Thirteen
Copywriting
Prentice Hall, © 2009 13-2
The person who shapes and sculpts the words in an advertisement is called the:
a) Media plannerb) Account plannerc) Copywriterd) Media marketer
Prentice Hall, © 2009 13-3
The person who shapes and sculpts the words in an advertisement is called the:
a) Media plannerb) Account plannerc) Copywriterd) Media marketer
Prentice Hall, © 2009 13-4
Effective copy is succinct, yet open-minded and loosely focused.
• True
• False
Prentice Hall, © 2009 13-5
Effective copy is succinct, yet open-minded and loosely focused.
• True
• False
Prentice Hall, © 2009 13-6
Good guidelines for writing effective copy include all but:
a) Be succinct and single-mindedb) Keep a single focus and be
conversationalc) Be original and use varietyd) All of the above are good
guidelines
Prentice Hall, © 2009 13-7
Good guidelines for writing effective copy include all but:
a) Be succinct and single-mindedb) Keep a single focus and be
conversationalc) Be original and use varietyd) All of the above are good
guidelines
Prentice Hall, © 2009 13-8
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
Prentice Hall, © 2009 13-9
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
Prentice Hall, © 2009 13-10
Do good headlines interrupt reader’s scanning and get their attention?
a) Yes
b) No
Prentice Hall, © 2009 13-11
Do good headlines interrupt reader’s scanning and get their attention?
a) Yes
b) No
Prentice Hall, © 2009 13-12
Do copywriters use slogans to wrap up the key idea or creative concept?
a) Yes
b) No
Prentice Hall, © 2009 13-13
Do copywriters use slogans to wrap up the key idea or creative concept?
a) Yes
b) No
Prentice Hall, © 2009 13-14
The call to action is used to create a strong association in readers’ minds.
a) True
b) False
Prentice Hall, © 2009 13-15
The call to action is used to create a strong association in readers’ minds.
a) True
b) False
Prentice Hall, © 2009 13-16
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
Prentice Hall, © 2009 13-17
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
Prentice Hall, © 2009 13-18
Radio’s special advantage over print is known as “theater of logic.”
a) True
b) False
Prentice Hall, © 2009 13-19
Radio’s special advantage over print is known as “theater of logic.”
a) True
b) False
Prentice Hall, © 2009 13-20
TV commercials are planned with the following two documents:
a) The script and the storyboardb) The script and the big ideac) The storyboard and the creative
briefd) The creative brief and the
message design
Prentice Hall, © 2009 13-21
TV commercials are planned with the following two documents:
a) The script and the storyboardb) The script and the big ideac) The storyboard and the creative
briefd) The creative brief and the
message design
Prentice Hall, © 2009 13-22
Is the “big idea” concept equally useful in print and television copywriting?
a) Yes
b) No
Prentice Hall, © 2009 13-23
Is the “big idea” concept equally useful in print and television copywriting?
a) Yes
b) No
Prentice Hall, © 2009 13-24
The secret to great Web copy is finding a way to open up interaction with the consumer.
a) True
b) False
Prentice Hall, © 2009 13-25
The secret to great Web copy is finding a way to open up interaction with the consumer.
a) True
b) False
Prentice Hall, © 2009 13-26
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
Prentice Hall, © 2009 13-27
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
Prentice Hall, © 2009 13-28
Is it fairly easy to standardize copy appeals and translate them into other languages ?
a) Yes
b) No
Prentice Hall, © 2009 13-29
Is it fairly easy to standardize copy appeals and translate them into other languages ?
a) Yes
b) No
Prentice Hall, © 2009 13-30
To avoid blunders in translating copy into foreign languages, one should:
a) Rewrite them in Englishb) Rewrite them in their second
languagec) Skip words that do not translate
precisely into Englishd) Scrap the campaign and start
over with a new one
Prentice Hall, © 2009 13-31
To avoid blunders in translating copy into foreign languages, one should:
a) Rewrite them in Englishb) Rewrite them in their second
languagec) Skip words that do not translate
precisely into Englishd) Scrap the campaign and start
over with a new one
Prentice Hall, © 2009 13-32
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Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall