Chapter Thirteen

Copywriting

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The person who shapes and sculpts the words in an advertisement is called the:

a) Media plannerb) Account plannerc) Copywriterd) Media marketer

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The person who shapes and sculpts the words in an advertisement is called the:

a) Media plannerb) Account plannerc) Copywriterd) Media marketer

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Effective copy is succinct, yet open-minded and loosely focused.

• True

• False

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Effective copy is succinct, yet open-minded and loosely focused.

• True

• False

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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

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Do good headlines interrupt reader’s scanning and get their attention?

a) Yes

b) No

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Do copywriters use slogans to wrap up the key idea or creative concept?

a) Yes

b) No

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Do copywriters use slogans to wrap up the key idea or creative concept?

a) Yes

b) No

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The call to action is used to create a strong association in readers’ minds.

a) True

b) False

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The call to action is used to create a strong association in readers’ minds.

a) True

b) False

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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

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Radio’s special advantage over print is known as “theater of logic.”

a) True

b) False

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Radio’s special advantage over print is known as “theater of logic.”

a) True

b) False

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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

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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

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Is the “big idea” concept equally useful in print and television copywriting?

a) Yes

b) No

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Is the “big idea” concept equally useful in print and television copywriting?

a) Yes

b) No

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The secret to great Web copy is finding a way to open up interaction with the consumer.

a) True

b) False

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The secret to great Web copy is finding a way to open up interaction with the consumer.

a) True

b) False

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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

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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

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Is it fairly easy to standardize copy appeals and translate them into other languages ?

a) Yes

b) No

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Is it fairly easy to standardize copy appeals and translate them into other languages ?

a) Yes

b) No

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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