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Advertising & IMC: Principles and Practice, 9e (Moriarty)

Chapter 9 Copywriting
1) The person who shapes and sculpts the words in marketing communication is called a(n)
________.
A) account planner
B) art director
C) copywriter
D) creative director
E) talent
Answer: C
Diff: 1 Page Ref: 261
Skill: Concept
AACSB: Communication abilities
Objective: 9-1
2) ________ is the text of an ad or the words that people say in a commercial.
A) Copy
B) Body
C) Verbiage
D) Dialogue
E) Headline
Answer: A
Diff: 1 Page Ref: 261
Skill: Concept
AACSB: Communication abilities
Objective: 9-1
3) What is the most important word selection in marketing communication?
A) headline
B) slogan
C) brand or corporate name
D) mission statement
E) display copy
Answer: C
Diff: 2 Page Ref: 262
Skill: Concept
AACSB: Communication abilities
Objective: 9-1

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4) Which of the following is false regarding advertising writing style?


A) Words such as interesting, very, in order to, buy now and save, introducing, and nothing less
than are effective in advertising copy.
B) Effective copy is succinct and single-minded.
C) Every word counts because space and time are expensive.
D) Copy should be as simple as possible to reach a generally inattentive and uninterested
audience.
E) Copywriters try to write the way the target audience thinks and talks.
Answer: A
Diff: 2 Page Ref: 262-263
Skill: Concept
AACSB: Communication abilities
Objective: 9-1
5) A type of formula writing that is full of clichs, superlatives, stock phrases, and vague
generalities is known as ________.
A) hyperbole
B) display copy
C) key copy
D) adese
E) your-name-here-copy
Answer: D
Diff: 1 Page Ref: 265
Skill: Concept
AACSB: Communication abilities
Objective: 9-1
6) Which of the following can be described as "we" copy written from the company's point of
view in a pompous tone?
A) hyperbole
B) display copy
C) key copy
D) brag-and-boast copy
E) your-name-here-copy
Answer: D
Diff: 1 Page Ref: 265
Skill: Concept
AACSB: Communication abilities
Objective: 9-1

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


A) layout and storyboard
B) copy sheet and layout
C) script and storyboard
D) copy sheet and script
E) copy sheet and storyboard
Answer: B
Diff: 2 Page Ref: 265
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
8) Which of the following are the two categories of copy that print advertising uses?
A) display and body
B) headline and text
C) tagline and slogan
D) overlines and underlines
E) headlines and subheads
Answer: A
Diff: 2 Page Ref: 265
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
9) ________ includes all elements that readers see in their initial scanning; these elements are set
in larger type size than other elements of a print ad.
A) Body copy
B) Display copy
C) Adese
D) Brag-and-boast copy
E) Visuals
Answer: B
Diff: 1 Page Ref: 265
Skill: Concept
AACSB: Communication abilities
Objective: 9-2

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10) ________ includes the elements in a print ad that are designed to be read and absorbed.
A) Body copy
B) Display copy
C) Adese
D) Brag-and-boast copy
E) News copy
Answer: A
Diff: 1 Page Ref: 265
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
11) All of the following are considered display copy EXCEPT which one?
A) caption
B) headline
C) subhead
D) tagline
E) slogan
Answer: A
Diff: 2 Page Ref: 265
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
12) Which element in print advertising conveys the main message so that people get the point of
the ad?
A) headline
B) overline
C) body copy
D) subheads
E) tagline
Answer: A
Diff: 1 Page Ref: 266
Skill: Concept
AACSB: Communication abilities
Objective: 9-2

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13) The text of the ad is known as the ________.


A) headline
B) overline
C) body copy
D) subhead
E) tagline
Answer: C
Diff: 1 Page Ref: 267
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
14) Which of the following is NOT considered one of the copywriter's tools?
A) adese
B) overlines and underlines
C) body copy
D) callouts
E) slogans
Answer: A
Diff: 2 Page Ref: 267
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
15) Phrases or sentences that either lead into the headline or follow up on the thought in the
headline are known as ________.
A) overlines and underlines
B) heads and subheads
C) display and body copy
D) call-outs and calls to action
E) taglines and slogans
Answer: A
Diff: 2 Page Ref: 267
Skill: Concept
AACSB: Communication abilities
Objective: 9-2

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16) 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
Answer: D
Diff: 2 Page Ref: 267
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
17) A sentence or short piece of copy that explains what the viewer is looking at in a photo or
illustration is known as a(n) ________.
A) caption
B) overline
C) underline
D) call-out
E) tagline
Answer: A
Diff: 2 Page Ref: 267
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
18) A short phrase that wraps up the key idea or creative concept and that usually appears at the
end of the body copy is known as a(n) ________
A) caption
B) overline
C) underline
D) call-out
E) tagline
Answer: E
Diff: 1 Page Ref: 267
Skill: Concept
AACSB: Communication abilities
Objective: 9-2

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19) A distinctive catch phrase that serves as a motto for a campaign, brand, or company is known
as a(n) ________.
A) caption
B) overline
C) underline
D) call-out
E) slogan
Answer: E
Diff: 1 Page Ref: 267
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
20) A line at the end of an ad that encourages people to respond and gives information on how to
respond is called a(n) ________.
A) underline
B) caption
C) call to action
D) overline
E) call-out
Answer: C
Diff: 2 Page Ref: 267
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
21) According to researchers, what percentage of readers who read the headline goes on to read
the body copy?
A) 10 percent
B) 20 percent
C) 30 percent
D) 40 percent
E) 50 percent
Answer: B
Diff: 3 Page Ref: 268
Skill: Concept
AACSB: Analytic skills
Objective: 9-2

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22) Copy-tests of headlines using two versions of the same ad are known as ________.
A) end-run tests
B) tag tests
C) split-run tests
D) dual tests
E) direct tests
Answer: C
Diff: 2 Page Ref: 268
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
23) Headlines can be grouped into which two general categories?
A) call-outs and call to actions
B) overlines and underlines
C) taglines and slogans
D) direct- and indirect-action headlines
E) display and body headlines
Answer: D
Diff: 2 Page Ref: 268
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
24) Which category of headlines is straightforward and informative?
A) call-outs
B) call to actions
C) overlines
D) indirect-action
E) direct-action
Answer: E
Diff: 2 Page Ref: 268
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
25) Which of the following is a type of direct-action headline?
A) news announcement
B) puzzles
C) association
D) question
E) provocation
Answer: A
Diff: 2 Page Ref: 268
Skill: Concept
AACSB: Analytic skills
Objective: 9-2
8
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26) Which of the following is NOT a type of direct-action headline?


A) news announcement
B) association
C) command
D) how-to head
E) assertion
Answer: B
Diff: 2 Page Ref: 268
Skill: Concept
AACSB: Analytic skills
Objective: 9-2
27) Which type of direct-action headline states a claim or a promise that will motivate someone
to try the product?
A) assertion
B) command
C) how-to head
D) association
E) news announcement
Answer: A
Diff: 2 Page Ref: 268
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
28) Which type of direct-action headline politely tells the reader to do something?
A) assertion
B) command
C) how-to head
D) association
E) news announcement
Answer: B
Diff: 1 Page Ref: 268
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
29) Which of the following is a type of indirect-action headline?
A) assertion
B) command
C) how-to head
D) association
E) news announcement
Answer: D
Diff: 2 Page Ref: 269
Skill: Concept
Objective: 9-2
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30) Which type of indirect-action headline are strictly used for curiosity and provocative power?
A) assertions
B) puzzles
C) how-to heads
D) associations
E) news announcements
Answer: B
Diff: 1 Page Ref: 269
Skill: Concept
Objective: 9-2
31) Which type of indirect-action headline uses image and lifestyle to get attention and build
interest?
A) assertion
B) puzzles
C) how-to head
D) association
E) news announcement
Answer: D
Diff: 2 Page Ref: 269
Skill: Concept
Objective: 9-2
32) Indirect-action headlines that give little information but attempt to compel readers to read on
to find out the point of the message are known as ________.
A) blind headlines
B) blank headlines
C) assertion headlines
D) tagline
E) attention-getters
Answer: A
Diff: 1 Page Ref: 269
Skill: Concept
AACSB: Communication abilities
Objective: 9-2

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33) Next to the headline, which copy element has the second-highest readership?
A) overlines
B) underlines
C) call-outs
D) captions
E) taglines
Answer: D
Diff: 2 Page Ref: 270
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
34) ________ are sectional headlines that can be used to break up a mass of "gray" type in a
large block of copy.
A) Captions
B) Subheads
C) Taglines
D) Slogans
E) Direct headlines
Answer: B
Diff: 2 Page Ref: 270
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
35) Which of the following is NOT a literary technique used by copywriters to enhance the
memorability of subheads, slogans, and taglines?
A) direct address
B) parallel construction
C) music
D) rhyme
E) cliche
Answer: E
Diff: 2 Page Ref: 271
Skill: Concept
AACSB: Communication abilities
Objective: 9-2

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36) The slogan "Have it your way" is an example of which of the following literary techniques
used by advertisers?
A) direct address
B) parallel construction
C) music
D) rhyme
E) cliche
Answer: A
Diff: 2 Page Ref: 271
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
37) Which copy element develops the sales messages, states the argument, summarizes the proof,
and provides explanation?
A) headline
B) subhead
C) caption
D) body copy
E) display copy
Answer: D
Diff: 2 Page Ref: 271
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
38) Which of the following is NOT a standard approach to writing body copy?
A) straightforward
B) narrative
C) alliteration
D) translation
E) explanation
Answer: C
Diff: 2 Page Ref: 272
Skill: Concept
AACSB: Communication abilities
Objective: 9-2

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39) Which standard approach to writing body copy is characterized by factual copy usually
written in the words of an anonymous or unacknowledged source?
A) straightforward
B) narrative
C) dialogue
D) translation
E) explanation
Answer: A
Diff: 2 Page Ref: 272
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
40) Which standard approach to writing body copy tells a story in first person or third person?
A) straightforward
B) narrative
C) dialogue
D) translation
E) explanation
Answer: B
Diff: 2 Page Ref: 272
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
41) Which standard approach to writing body copy lets the reader "listen in" on a conversation?
A) straightforward
B) narrative
C) dialogue
D) translation
E) explanation
Answer: C
Diff: 2 Page Ref: 272
Skill: Concept
AACSB: Communication abilities
Objective: 9-2

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42) Which standard approach to writing body copy explains how something works?
A) straightforward
B) narrative
C) dialogue
D) translation
E) explanation
Answer: E
Diff: 1 Page Ref: 272
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
43) Which standard approach to writing body copy defines technical information in
understandable language?
A) straightforward
B) narrative
C) dialogue
D) translation
E) explanation
Answer: D
Diff: 2 Page Ref: 272
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
44) Which paragraph(s) gets special attention in body copy?
A) lead
B) middle and closing
C) lead, middle, and closing
D) lead and closing
E) lead and middle
Answer: D
Diff: 2 Page Ref: 272
Skill: Concept
AACSB: Communication abilities
Objective: 9-2

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45) Which of the following is another name for the first paragraph of the body copy?
A) tagline
B) lead
C) paramount
D) initial
E) headline
Answer: B
Diff: 1 Page Ref: 272
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
46) What is the purpose of the closing paragraph in body copy?
A) to give readers interesting information so that they go back and read the full body copy
B) to provide specific information such as price and warranty
C) to highlight the required disclaimers
D) to draw the reader's attention to the selling premise
E) to refer back to the creative concept and wrap up the Big Idea
Answer: E
Diff: 2 Page Ref: 272
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
47) Which type of advertising is not considered as intrusive as the others?
A) direct marketing
B) newspaper
C) outdoor
D) television
E) radio
Answer: B
Diff: 2 Page Ref: 273
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
48) In which print medium can ads be more informative and carry longer copy?
A) newspapers
B) magazines
C) directories
D) posters
E) outdoor advertising
Answer: B
Diff: 2 Page Ref: 273
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
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49) What is the most important characteristic of copywriting for outdoor advertising?
A) rhythm
B) adese
C) call to action
D) brevity
E) alliteration
Answer: D
Diff: 2 Page Ref: 274
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
50) Brochures, pamphlets, and other materials that provide detail about a product, company, or
event are known as ________.
A) add-on materials
B) supplemental literature
C) collateral materials
D) overlines
E) underlines
Answer: C
Diff: 1 Page Ref: 274
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
51) Radio's special advantage is that the story is visualized in the listener's imagination; this is
referred to as ________.
A) theater of the mind
B) the mind's imagination
C) image enhancement
D) theater of the imagination
E) synthesis
Answer: A
Diff: 2 Page Ref: 275
Skill: Concept
AACSB: Communication abilities
Objective: 9-3

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52) Which of the following is a tool of radio advertising?


A) headline
B) body copy
C) theater
D) motion
E) voice
Answer: E
Diff: 1 Page Ref: 275
Skill: Concept
AACSB: Communication abilities
Objective: 9-3
53) Which of the following is considered the most important element in radio advertising?
A) voice
B) music
C) sound effects
D) motion
E) copy
Answer: A
Diff: 2 Page Ref: 275
Skill: Concept
AACSB: Communication abilities
Objective: 9-3
54) Commercials in song are known as ________.
A) jingles
B) musicals
C) lyricals
D) sound effects
E) voice-overs
Answer: A
Diff: 1 Page Ref: 276
Skill: Concept
AACSB: Communication abilities
Objective: 9-3
55) Which of the following is NOT a guideline for writing effective radio commercials?
A) Keep it impersonal.
B) Wake up the inattentive.
C) Speak to listeners' interests.
D) Make it memorable.
E) Include call to action.
Answer: A
Diff: 2 Page Ref: 276
Skill: Concept
AACSB: Communication abilities
Objective: 9-3
17
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56) ________ occurs in a radio commercial when the visuals from the TV version of an ad are
re-created in a listener's mind by the use of key phrases and ideas from the TV commercial.
A) Adese
B) Memorability
C) Call to action
D) Image transfer
E) Brevity
Answer: D
Diff: 1 Page Ref: 277
Skill: Concept
AACSB: Communication abilities
Objective: 9-3
57) Copywriters working on a radio commercial use a standard ________ format to write the
copy to certain time blocksincluding all the words, dialogue, lyrics, sound effects, instructions,
and descriptions.
A) storyboard
B) radio script
C) transcript
D) dialogue
E) dual-column
Answer: B
Diff: 1 Page Ref: 277
Skill: Concept
AACSB: Communication abilities
Objective: 9-3
58) Which of the following is NOT a technique used in television copy?
A) action
B) demonstration
C) storytelling
D) emotion
E) underline
Answer: E
Diff: 2 Page Ref: 278
Skill: Concept
AACSB: Communication abilities
Objective: 9-4

18
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59) What are the two primary toolkits available to television copywriters?
A) voice-over and on-camera
B) voice and sound effects
C) video and audio
D) on- and off-location
E) script and storyboard
Answer: C
Diff: 2 Page Ref: 278
Skill: Concept
AACSB: Communication abilities
Objective: 9-4
60) An announcer who is not visible describing some kind of action on the screen is known as
a(n) ________.
A) voice-over
B) remote-voice
C) off-location
D) ghost-voice
E) monologue
Answer: A
Diff: 1 Page Ref: 278
Skill: Concept
AACSB: Communication abilities
Objective: 9-4
61) In a television ad, where does the action take place?
A) storyboard
B) script
C) cast
D) set
E) frame
Answer: D
Diff: 1 Page Ref: 280
Skill: Concept
AACSB: Communication abilities
Objective: 9-4

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62) Commercials shot outside the studio are said to be filmed ________, which means the entire
crew and cast are transported somewhere away from the studio.
A) off frame
B) on camera
C) on location
D) off location
E) off camera
Answer: C
Diff: 1 Page Ref: 280
Skill: Concept
AACSB: Communication abilities
Objective: 9-4
63) Which of the following is NOT a role for which people can be cast in a television
commercial?
A) announcer
B) director
C) spokesperson
D) character type
E) celebrity
Answer: B
Diff: 2 Page Ref: 280
Skill: Concept
AACSB: Communication abilities
Objective: 9-4
64) A commercial's ________ refers to how fast or slowly the action progresses.
A) storytelling
B) action
C) direction
D) key frame
E) pace
Answer: E
Diff: 1 Page Ref: 281
Skill: Concept
AACSB: Communication abilities
Objective: 9-4

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65) Segments of action in a television commercial that occur in a single location are known as
________.
A) scenes
B) segments
C) key frames
D) storyboards
E) scripts
Answer: A
Diff: 1 Page Ref: 281
Skill: Concept
AACSB: Communication abilities
Objective: 9-4
66) The visual that sticks in the mind and becomes the image that viewers remember when they
think about the commercial is known as the ________.
A) brand personality
B) key frame
C) tagline
D) elemental visual
E) scripted visual
Answer: B
Diff: 1 Page Ref: 281
Skill: Concept
AACSB: Communication abilities
Objective: 9-4
67) A(n) ________ is the visual plan or layout of the commercial that shows the number of
scenes, the composition of the shots, and the progression of the action.
A) key frame
B) script
C) storyboard
D) storyline
E) action plan
Answer: C
Diff: 1 Page Ref: 282
Skill: Concept
AACSB: Communication abilities
Objective: 9-4

21
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68) What is the most common form of online advertising?


A) superstitials
B) pop-ups
C) mobile ads
D) testimonials
E) banner ads
Answer: E
Diff: 2 Page Ref: 282
Skill: Concept
AACSB: Use of information technology
Objective: 9-5
69) 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 ________.
A) write-ins
B) readers
C) visuals
D) key words
E) click-throughs
Answer: E
Diff: 1 Page Ref: 283
Skill: Concept
AACSB: Use of information technology
Objective: 9-5
70) Which of the following statements is false regarding copywriting in a global environment?
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.
Answer: D
Diff: 2 Page Ref: 284
Skill: Concept
AACSB: Multicultural and diversity understanding
Objective: 9-5

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71) If a message tries to convey abstract qualities, such as justice and quality, words tend to
communicate these concepts more easily than pictures.
Answer: TRUE
Diff: 2 Page Ref: 261
Skill: Concept
AACSB: Communication abilities
Objective: 9-1
72) The person who shapes and sculpts the words in an advertisement is called the creative
director.
Answer: FALSE
Diff: 1 Page Ref: 261
Skill: Concept
AACSB: Communication abilities
Objective: 9-1
73) Effective copy is succinct and single-minded.
Answer: TRUE
Diff: 3 Page Ref: 263
Skill: Concept
AACSB: Communication abilities
Objective: 9-1
74) One tip for writing effective copy is to use evocative or figurative language to build a picture
in the consumer's mind.
Answer: TRUE
Diff: 2 Page Ref: 263
Skill: Concept
AACSB: Communication abilities
Objective: 9-1
75) Formulaic advertising copy, called adese, violates guidelines for writing effective copy
described in this chapter.
Answer: TRUE
Diff: 2 Page Ref: 265
Skill: Concept
AACSB: Communication abilities
Objective: 9-1
76) The two categories of copy in print advertising are display copy and body copy.
Answer: TRUE
Diff: 2 Page Ref: 265
Skill: Concept
AACSB: Communication abilities
Objective: 9-2

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77) Display copy includes the elements that are designed to be read and absorbed, such as the
text of the ad message and captions.
Answer: FALSE
Diff: 1 Page Ref: 265
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
78) Good headlines interrupt readers' scanning and get their attention, present the selling
premise, and lead to conviction.
Answer: FALSE
Diff: 2 Page Ref: 268
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
79) An assertion headline politely tells the reader to do something.
Answer: FALSE
Diff: 2 Page Ref: 268
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
80) Association headlines use image and lifestyle to get attention and build interest.
Answer: TRUE
Diff: 2 Page Ref: 269
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
81) Subheads are short, catchy, and particularly memorable phrases used at the end of an ad to
complete or wrap up the creative idea.
Answer: FALSE
Diff: 1 Page Ref: 270
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
82) The literary technique of parallel construction uses repetition of sounds.
Answer: FALSE
Diff: 3 Page Ref: 271
Skill: Concept
AACSB: Communication abilities
Objective: 9-2

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83) The two paragraphs that get the most attention in body copy are the lead and the follow-up
paragraph.
Answer: FALSE
Diff: 2 Page Ref: 272
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
84) All print ads end with a call to action with instructions on how to respond.
Answer: FALSE
Diff: 2 Page Ref: 272
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
85) The most important characteristic of copywriting for outdoor advertising is brevity.
Answer: TRUE
Diff: 2 Page Ref: 274
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
86) Experts suggest that copywriters use no less than 20 words in outdoor advertising copy.
Answer: FALSE
Diff: 3 Page Ref: 274
Skill: Concept
AACSB: Communication abilities
Objective: 9-2
87) The tools of radio copywriting include voice, music, and sound effects.
Answer: TRUE
Diff: 2 Page Ref: 275
Skill: Concept
AACSB: Communication abilities
Objective: 9-3
88) The most important element in radio advertising is the human voice.
Answer: TRUE
Diff: 2 Page Ref: 275
Skill: Concept
AACSB: Communication abilities
Objective: 9-3

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89) Radio advertising relies on conversational style and vernacular language.


Answer: TRUE
Diff: 2 Page Ref: 275
Skill: Concept
AACSB: Communication abilities
Objective: 9-3
90) Slang is usually effective in radio advertising.
Answer: FALSE
Diff: 3 Page Ref: 275
Skill: Concept
AACSB: Communication abilities
Objective: 9-3
91) Storytelling is one way that copywriters can present action in a television commercial more
powerfully than in other media.
Answer: TRUE
Diff: 2 Page Ref: 277
Skill: Concept
AACSB: Communication abilities
Objective: 9-4
92) Television copywriters have two primary toolkits: video and audio.
Answer: TRUE
Diff: 2 Page Ref: 278
Skill: Concept
AACSB: Communication abilities
Objective: 9-4
93) Music serves the same function in both radio and television advertising.
Answer: FALSE
Diff: 2 Page Ref: 278
Skill: Concept
AACSB: Communication abilities
Objective: 9-4
94) Commercials shot outside the studio are said to be filmed on set, which means the entire
crew and cast are transported somewhere away from the studio.
Answer: FALSE
Diff: 2 Page Ref: 280
Skill: Concept
Objective: 9-4

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95) The people appearing in a television commercial are referred to as the talent.
Answer: TRUE
Diff: 1 Page Ref: 280
Skill: Concept
Objective: 9-4
96) The key set is what sticks in the mind and becomes the image that viewers remember when
they think about the commercial.
Answer: FALSE
Diff: 2 Page Ref: 281
Skill: Concept
AACSB: Communication abilities
Objective: 9-4
97) The storyboard is the visual plan or layout of the commercial.
Answer: TRUE
Diff: 1 Page Ref: 282
Skill: Concept
AACSB: Communication abilities
Objective: 9-4
98) One way to make banner ads more effective is to change the offer frequently, perhaps even
daily.
Answer: TRUE
Diff: 2 Page Ref: 283
Skill: Concept
AACSB: Use of information technology
Objective: 9-5
99) The principles of good copywriting are not really applicable to web ads.
Answer: FALSE
Diff: 2 Page Ref: 283
Skill: Concept
AACSB: Communication abilities
Objective: 9-5
100) Standardizing the copy content by translating the appeal to the language of the foreign
market is fraught with possible communication blunders.
Answer: TRUE
Diff: 1 Page Ref: 283-284
Skill: Concept
AACSB: Multicultural and diversity understanding
Objective: 9-5

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101) The more elaborate the copy, the greater its impact is likely to be.
Answer: FALSE
Diff: 2 Page Ref: 263
Skill: Application
AACSB: Reflective thinking skills
Objective: 9-1
102) Incorrect grammar has no place in advertising copy.
Answer: FALSE
Diff: 2 Page Ref: 264
Skill: Application
AACSB: Reflective thinking skills
Objective: 9-1
103) "Your-name-here-copy" is most effectively used in corporate advertising.
Answer: FALSE
Diff: 2 Page Ref: 265
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 9-1
104) "Pork. The other white meat" is an example of a slogan that cues the product.
Answer: TRUE
Diff: 2 Page Ref: 271
Skill: Application
AACSB: Analytic skills
Objective: 9-2
105) Because of the clutter in newspapers, the copy in newspaper advertisements has to work
harder than other kinds of advertising to catch the attention of its audience.
Answer: FALSE
Diff: 3 Page Ref: 273
Skill: Application
AACSB: Reflective thinking skills
Objective: 9-2
106) Compare and contrast display copy and body copy.
Answer: The two categories of copy that print advertising uses are display copy and body copy
(or text). Display copy includes all elements that readers see in their initial scanning. These
elements headlines, subheads, call-outs, taglines, and slogans usually are set in larger type
sizes than body copy and are designed to get attention and to stop the viewer's scanning. Body
copy includes the elements that are designed to be read and absorbed, such as the text of the ad
message and captions.
Diff: 2 Page Ref: 265-266
Skill: Synthesis
AACSB: Communication abilities
Objective: 9-2
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107) Name and describe the types of direct- and indirect-action headlines.
Answer: Types of direct-action headlines:
(1) Assertion States a claim or a promise that will motivate someone to try the product.
(2) Command Politely tells the reader to do something.
(3) How-To Heads People are rewarded for investigating a product when the message tells them
how to use it or how to solve a problem.
(4) News Announcements Used with new-product introductions, but also with changes,
reformulations, new styles, and new uses. The news value is thought to get attention and
motivate people to try the product.
Types of indirect-action headlines:
(1) Puzzles Used strictly for their curiosity and provocative power. Puzzling statements,
ambiguities, and questions require the reader to examine the body copy to get the answer or
explanation. The intention is to pull readers into the body copy.
(2) Associations Use image and lifestyle to get attention and build interest.
Diff: 3 Page Ref: 268-269
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-2
108) Name and describe the five standard approaches to writing body copy in print ads.
Answer:
(1) Straightforward Factual copy usually written in the words of an anonymous or an
unacknowledged source.
(2) Narrative tells a story in first person or third person.
(3) Dialogue Lets the reader "listen in" on a conversation.
(4) Explanation Explains how something works.
(5) Translation Technical information, such as that written for the high-tech and medical
industries, must be defined and translated into understandable language.
Diff: 3 Page Ref: 272
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-2

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109) Compare and contrast copywriting for radio and copywriting for television.
Answer: Because radio is a transitory medium, the ability of the listener to remember facts is
difficult, so copywriters repeat the key points of brand name and identification information.
Radio is pervasive in that it surrounds many of our activities, but it is seldom the listener's center
of attention and usually in the background. Radio's special advantage, referred to as theater of the
mind, is that the story is visualized in the listener's imagination. The copywriter has all the
theatrical tools of voices, sound effects, and music, but no visuals. The most important element
in radio advertising is voices, which are heard in jingles, spoken dialogue, and announcements.
Radio advertising also relies on conversational style and vernacular language. Guidelines for
writing effective radio copy include:
(1) Keep it personal
(2) Speak to listeners' interests
(3) Wake up the inattentive
(4) Make it memorable
(5) Include call to action
(6) Create image transfer
Television copywriters understand that it is the moving image, the action, which makes television
so much more engaging than other media. The challenge for the writer is to fuse the images with
the words to present not only a creative concept, but also a story. One of the strengths of
television, then, is its ability to reinforce verbal messages with visuals or reinforce visuals with
verbal messages. Viewers watching a program they enjoy often are absorbed to a degree only
slightly less than that experienced by people watching a movie in a darkened theater. Effective
television commercials can achieve this level of audience absorption if they are written to
maximize the dramatic aspects of moving images and storytelling. Television copywriters have
two primary tools: their audio and visual toolkits.
Diff: 3 Page Ref: 275-280
Skill: Synthesis
AACSB: Communication abilities
Objective: 9-3

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110) What is the most common form of Internet advertising, and what must the copywriter think
about when developing these ads?
Answer: The most common form of online advertising is small banner ads containing text,
images, and perhaps animation. The key to stopping surfers is vivid graphics and clever phrases.
To grab the surfer, the copywriter must think about:
(1) Offering a deal that promises a discount or a freebie as a prize.
(2) Using an involvement device such as a challenge or contest.
(3) Changing the offer frequently, perhaps even daily. One of the reasons people surf the Net is
to find out what's happening now.
(4) Keeping the writing succinct because most surfers have short attention spans and get bored
easily.
(5) Focusing surfers' attention by asking provocative questions or offering knowledge they can
use.
(6) Using the advertisement to solicit information and options from users as part of the research.
Diff: 3 Page Ref: 282-283
Skill: Synthesis
AACSB: Use of information technology
Objective: 9-5
111) As described in the chapter's opening vignette, what tagline captured the Big Idea in the
campaign for Chick-fil-A?
A) Cows for Chick-fil-A
B) Chicken is good food
C) Finger Lickin' Good
D) Eat Mor Chikin
E) America's Best Loved Chicken Sandwich
Answer: D
Diff: 2 Page Ref: 259
Skill: Application
AACSB: Communication abilities
Objective: 9-1
112) 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) ________.
A) art director
B) creative director
C) copywriter
D) wordsmith
E) proofreader
Answer: C
Diff: 2 Page Ref: 261
Skill: Application
AACSB: Reflective thinking skills
Objective: 9-1
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113) Michelle just got her first job as a copywriter. Which of the following is NOT a
characteristic of writing effective copy that Michelle should use?
A) be succinct
B) get personal
C) be conversational
D) use variety
E) use gimmicks
Answer: E
Diff: 2 Page Ref: 263
Skill: Application
AACSB: Reflective thinking skills
Objective: 9-1
114) Which of the following is the most accurate statement about humor in advertising?
A) The goal is to generate awareness and recall of a simple message.
B) If the ad is funny enough, what it's advertising is less important.
C) The target audience for funny ads is mainly middle-aged women.
D) Humor works best in print.
E) The audience should have a high need for cognition.
Answer: A
Diff: 2 Page Ref: 264
Skill: Application
AACSB: Communication abilities
Objective: 9-1
115) An advertisement for an exercise bike exclaimed "Get fit as a fiddle!" Which of the
following best describes this copy?
A) adese
B) parallel construction
C) brag-and-boast copy
D) your-name-here copy
E) rhyme
Answer: A
Diff: 3 Page Ref: 265
Skill: Application
AACSB: Analytic skills
Objective: 9-1

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116) A print ad for Wonder Bread used a picture of a little boy with sentences floating around
him and arrows pointing to various parts of his body. Each arrow was accompanied by a
statement about how Wonder Bread helps a specific body part. These sentences and lines
pointing to the various parts of the visual are known as ________.
A) overlines
B) underlines
C) body copy
D) call-outs
E) cut-outs
Answer: D
Diff: 2 Page Ref: 267
Skill: Application
AACSB: Analytic skills
Objective: 9-2
117) The advertising agency for Ford Focus wants to test which of the two headlines it is
considering for a magazine ad will have the greatest impact on the target audience. What kind of
test can the agency conduct to determine this?
A) end-run testing
B) headline test
C) split-run test
D) dual test
E) direct test
Answer: C
Diff: 2 Page Ref: 268
Skill: Application
AACSB: Reflective thinking skills
Objective: 9-2
118) A headline for a magazine ad states "Lose up to 10 pounds this weekend!" Which type of
headline does this best represent?
A) command
B) news announcement
C) association
D) assertion
E) promise
Answer: D
Diff: 2 Page Ref: 268
Skill: Application
AACSB: Reflective thinking skills
Objective: 9-2

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119) A Johnson & Johnson campaign for the company's "Healthy People" initiative includes
posters with the headline "Keep your spirit pure" with no more information in the headline. This
is an example of an indirect headline or a(n) ________ headline.
A) how-to
B) blind
C) action
D) target
E) identifying
Answer: B
Diff: 2 Page Ref: 269
Skill: Application
AACSB: Analytic skills
Objective: 9-2
120) For several years, Nike included the phrase "Just Do It" in all of its advertisements, print
and television. This phrase is an example of a(n) ________.
A) caption
B) underline
C) slogan
D) call-out
E) body copy
Answer: C
Diff: 2 Page Ref: 270
Skill: Application
AACSB: Analytic skills
Objective: 9-2
121) George just finished writing the copy for a pamphlet detailing the healthy food options at a
chain of fast food restaurants. The pamphlet will be available at the counter of each restaurant,
giving customers the opportunity to find out more about the health value of different meal
combinations before they order. George has written ________.
A) underline material
B) taglines
C) collateral material
D) slogans
E) overline material
Answer: C
Diff: 2 Page Ref: 274
Skill: Application
AACSB: Analytic skills
Objective: 9-2

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122) A car insurance company has a successful and popular television commercial. The company
would like to expand its advertising to radio, building on the momentum of its television
campaign. What technique should the company use to convey its television ad on the radio?
A) keep it personal
B) speak to listeners' interests
C) make it memorable
D) image transfer
E) call to action
Answer: D
Diff: 3 Page Ref: 277
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 9-3
123) What element is essential in visual storytelling, as shown in audience reactions to the video
of Susan Boyle on Britain's Got Talent?
A) animation
B) element of surprise
C) beautiful visuals
D) emotional engagement
E) positive feedback
Answer: D
Diff: 2 Page Ref: 279
Skill: Application
AACSB: Reflective thinking skills
Objective: 9-4
124) Vardaman Toyota routinely shoots television commercials in its car lot rather than in a
studio. These commercials are shot ________.
A) off-script
B) on-location
C) out-back
D) off-frame
E) off-lot
Answer: B
Diff: 2 Page Ref: 280
Skill: Application
AACSB: Analytic skills
Objective: 9-4

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125) Howard Computers is a manufacturer of portable medical laptop computers, which are
more technical than a typical laptop computer. Howard Computers will be advertising in trade
and medical professional publications. Which approach to writing body copy would be most
appropriate for this product and target market?
A) parallel construction
B) narrative
C) dialogue
D) rhythm and alliteration
E) translation
Answer: E
Diff: 2 Page Ref: 272
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 9-2
126) If a company wants to advertise in a print medium that is unintrusive, straightforward, and
informative, what medium should it choose?
A) newspaper
B) television
C) radio
D) poster
E) billboard
Answer: A
Diff: 2 Page Ref: 273
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 9-2

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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 "Traveling 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, and he said, "Am I going to die?"
127) The "Traveling Gnome" is most accurately classified as which of the following?
A) announcer
B) spokesperson
C) character type
D) celebrity
E) talking head
Answer: B
Diff: 3 Page Ref: 280
Skill: Application
AACSB: Analytic skills
Objective: 9-4
128) Most audience members who see this commercial remember the image of the Traveling
Gnome being jolted across the room. This visual is known as a(n) ________.
A) action point
B) visual point
C) key visual
D) key frame
E) primary frame
Answer: D
Diff: 2 Page Ref: 281
Skill: Application
AACSB: Analytic skills
Objective: 13-4
129) 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
Answer: A
Diff: 2 Page Ref: 282
Skill: Application
AACSB: Analytic skills
Objective: 9-4
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130) Because Travelocity.com is an online travel agency, it's only natural that it would use web
advertising, particularly banner ads. The banner ads offered a discount for first-time users. What
online copywriting strategy is this employing?
A) focusing surfers' attention
B) using an involvement device
C) changing the offer frequently
D) keeping the writing succinct
E) offering a deal
Answer: E
Diff: 2 Page Ref: 283
Skill: Application
AACSB: Analytic skills
Objective: 9-5
131) Describe the Chick-fil-A campaign that was described in the chapter's opening vignette.
Answer: The "Eat Mor Chickin" campaign featured cows encouraging people to eat more
chicken rather than burgers.
Diff: 2 Page Ref: 259
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-1
132) List five characteristics for writing effective copy that were given in the chapter.
Answer: Students can list any five of the following:
(1) Be succinct.
(2) Be single-minded.
(3) Be specific.
(4) Get personal.
(5) Keep a single focus.
(6) Be conversational.
(7) Be original.
(8) Use variety.
(9) Use imaginative description.
Diff: 2 Page Ref: 263
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-1

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133) Toni is a copywriter for several clients' accounts. Regardless of the campaign, she falls back
on general principles that guide her development of headlines for ads. Discuss two general
principles that she likely uses when developing a headline for an ad.
Answer: Because headlines are so important, some general principles guide their development
and explain the particular functions they serve:
(1) A good headline will attract only those who are prospects; there is no sense in attracting
people who are not in the market.
(2) The headline must work in combination with the visual to stop and grab the reader's
attention.
(3) The headline must also identify the product and brand, and start the sale. The selling premise
should be evident in the headline.
(4) The headline should lead readers into the body copy.
Diff: 2 Page Ref: 268
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-2
134) A magazine ad for Aveeno moisturizing lotion states, "Get healthy skin for life." Identify
and describe the type of headline this illustrates.
Answer: This is an example of a direct-action headline known as assertion. An assertion is a
headline that states a claim or a promise that will motivate someone to try the product.
Diff: 3 Page Ref: 268
Skill: Application
AACSB: Reflective thinking skills
Objective: 9-2
135) A magazine ad for Geico car insurance asks, "How Could You Save Over $200 on Car
Insurance?" with a subhead of "The answer is @ your fingertips." The ad then goes on to explain
how in just minutes you can get an accurate quote when you visit Geico's web site. Identify and
describe the type of headline this illustrates.
Answer: This is an example of a direct-action headline and is best described as a how-to
headline. With a how-to headline, people are rewarded for investigating a product when the
message tells them how to use it or how to solve a problem. However, an argument can be made
that this is also an example of an assertion headline, which is one that states a claim or a promise
that will motivate someone to try the product.
Diff: 3 Page Ref: 268
Skill: Application
AACSB: Reflective thinking skills
Objective: 9-2

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136) You are going to lead the creative team in coming up with a new slogan for a client. List
three techniques copywriters use to create catchy slogans.
Answer: Techniques for creating catchy slogans:
(1) Direct Address
(2) Startling or Unexpected Phrase
(3) Rhyme, Rhythm, Alliteration Uses repetition of sounds
(4) Parallel Construction Uses repetition of the structure of a sentence or phrase
(5) Cue for the Product
(6) Music
(7) Combination of the above techniques
Diff: 2 Page Ref: 271
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-2
137) What is a major advantage of newspaper advertising?
Answer: Newspaper advertising is one of the few types of advertising that is not considered
intrusive because people consult the paper as much to see what is on sale as to find out what is
happening. For this reason, the copy does not have to work as hard as other kinds of advertising
to catch attention. The ads don't have to entertain, and most copy is straightforward, informative,
and brief.
Diff: 2 Page Ref: 273
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-2
138) What is an advantage of magazine advertising over newspaper advertising?
Answer: Magazines offer better-quality ad production. Ads can be more informative and carry
longer copy than do newspapers.
Diff: 2 Page Ref: 273
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-2
139) What kind of writing should a copywriter use when creating an ad that will be placed in a
directory?
Answer: For directory advertising, it's advisable to use a headline that focuses on the service or
store personality unless the store's name is a descriptive phrase. Complicated explanations don't
work well because there is little space. It is not wise to include information that is subject to
change because the directory is published only once a year.
Diff: 2 Page Ref: 273
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-2

40
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140) Describe the purpose of product literature. What are the identifying characteristics of
product literature?
Answer: Product literature (or collateral material) is used in support of an advertising campaign.
Brochures and pamphlets and other materials provide details about a product, company, or event.
Typically, product literature is a heavy-copy format, or at least a format that provides room for
explanatory details along with visuals; the body copy may dominate the piece.
Diff: 3 Page Ref: 273
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-2
141) Bob is a sales representative for a local radio station, but he also helps advertisers with the
copy for their ads. What are the main tools Bob has to work with when developing copy for radio
commercials and how are they used?
Answer: In radio advertising, the tools are the audio elements: voice, music, and sound effects.
The most important element is voices. Music can be used behind the dialogue to create a mood
or establish a setting. Sound effects are described in radio script and are important in making a
commercial attention-getting and memorable.
Diff: 2 Page Ref: 275
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-3
142) What are some of the guidelines for writing effective radio commercials that address the
distinctive characteristics of radio advertising?
Answer: The guidelines discussed in the text are:
(1) Keep it personal
(2) Speak to listeners' interests
(3) Wake up the inattentive
(4) Make it memorable
(5) Include call to action
(6) Create image transfer
Diff: 2 Page Ref: 276-277
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-3
143) Storytelling is one way that copywriters can present action in a television commercial more
powerfully than in other media. Discuss the characteristics of storytelling and message design.
Answer: Most of the programming on television is narrative, so commercials use storytelling to
take advantage of the medium's strength. TV can dramatize the situation in which a product is
used and the type of people using it. Stories can be riveting if they are well told, but they must be
imaginative to hold their own against the programming that surrounds them.
Diff: 2 Page Ref: 278
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-4
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144) Jane is interning at an advertising agency for the summer, and she is assisting a television
copywriter named Harold. To help her get started, Harold provides her with some general
principles that are relevant for most effective television commercials. List three of the principles
he could have discussed with her.
Answer: Students can discuss any of the following three:
(1) What's the Big Idea you need to get across?
(2) What's the benefit of that Big Idea, and who does it benefit?
(3) How can you turn that benefit into a visual element?
(4) Gain the interest of your viewer at the beginning; the first three seconds are critical.
(5) Focus on a key visual, a scene that encapsulates your entire selling message into one neat
package.
(6) Be single-minded Tell one important story per commercial.
(7) Observe the rules of good editing.
(8) Try to show the product in close-up at the end.
Diff: 2 Page Ref: 281
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-4
145) 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.
Answer: The web is more interactive than any other medium. Not only does the viewer initiate
the contact, but viewers can send e-mail on many, if not most, web sites. This makes web
advertising more like two-way communication, and that's a major point of difference from other
advertising forms.
Diff: 3 Page Ref: 282-283
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-5
146) Discuss problems advertisers might face when translating copy into another language. How
can these problems be addressed?
Answer: Headlines in any language often rely on a play on words, themes that are relevant to
one country, or slang. Because these verbal techniques don't cross borders well, copywriters must
remove them from the advertising unless the meaning or intent can be re-created in other
languages. For this reason, international campaigns are not literally translated. A back translation
of the ad copy from the foreign language into the domestic one is always a good idea, but it
never conveys a complete cultural interpretation.
Diff: 3 Page Ref: 283-284
Skill: Synthesis
AACSB: Multicultural and diversity understanding
Objective: 9-5

42
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Refer to the passage below to answer the following questions.


Advertisements for a particular brand of soap include the phrase, "Love the skin you're in." Print
ads usually show a close-up of a young woman's clean face, and the copy is usually written as if
she is telling the reader the benefits of this soap. She explains how soft your skin will feel and
how much you will love that feeling. The copy of this ad was translated into several foreign
languages so that it could be used globally. However, German women thought it was strange to
use the word love in reference to something other than another person.
147) The phrase "Love the skin you're in" appears in every ad for this product. Explain what
element of copy this represents.
Answer: This represents a slogan, which is a distinctive catch phrase that serves as a motto for a
campaign, brand, or company. It is used across a variety of marketing communication messages
and over an extended period of time. Slogans, which are repeated from ad to ad as part of a
campaign or a long-term brand identity effort, also may be used as taglines.
Diff: 2 Page Ref: 270
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 9-2
148) One copy element of the print ad explained the effect this brand of soap had on the young
woman's skin structure, which is what allows skin to feel so soft after using this soap. An arrow
was used to connect the explanation to the skin on her cheek. What type of copy element does
this represent?
Answer: Call-outs are sentences that float around the visual (i.e., the young woman's face),
usually with a line or arrow pointing to some specific element (i.e., her skin) in the visual that
they name and explain.
Diff: 2 Page Ref: 267
Skill: Application
AACSB: Analytic skills
Objective: 9-2
149) Which standard approach to writing body copy does this print ad represent?
Answer: This example is best described as narrative because it tells a story in the first person.
Diff: 2 Page Ref: 272
Skill: Application
AACSB: Analytic skills
Objective: 9-2
150) Explain why this ad was less well received in Germany than in the United States.
Answer: The word love may be used differently in Germany; it may not typically be used to
refer to things rather than people.
Diff: 3 Page Ref: 283-284
Skill: Critical Thinking
AACSB: Multicultural and diversity understanding
Objective: 9-5
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