70) Segments of action in a television commercial that occur in a single location are known as
________.
A) scenes
B) photoboards
C) key frames
D) storyboards
E) scripts
71) The visual that sticks in the mind and becomes the image that viewers remember when they
think about a commercial is known as the ________.
A) brand personality
B) key frame
C) tagline
D) elemental visual
E) scripted visual
72) 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
73) What is the most common form of online advertising?
A) blogs
B) native advertising
C) pop-ups
D) email ads
E) banners
74) 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
75) A website writer wanting to improve the user experience of a site should follow which of the
following tips?
A) Provide detailed information on the top of the page.
B) Create multiple links throughout the text so users can navigate to multiple pages.
C) Convert bullet points to paragraphs.
D) Keep it simple.
E) Design major copy blocks that flow into each other.
76) 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) subheads
D) call-outs
E) cut-outs
77) The advertising agency for the Ford Focus wants to test the impact of the two headlines it is
considering for a magazine ad. What kind of test can the agency conduct to determine this?
A) end-run test
B) body copy test
C) split-run test
D) dual test
E) direct test
78) 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) how-to
79) A Johnson & Johnson campaign for the company’s “Healthy People” initiative includes
posters with the headline “Keep your spirit pure” with no additional information in the headline.
This is an example of a(n) ________ headline.
A) how-to
B) indirect
C) action
D) news
E) identifying
80) 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 learn about the nutritional value of different meal
combinations before they order. George has written ________.
A) underline material
B) taglines
C) collateral material
D) slogans
E) overline material
81) 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 is the company most likely trying to accomplish?
A) Keep the ad personal.
B) Speak to listeners’ interests.
C) Make the ad memorable.
D) Create image transfer.
E) Deliver a call to action.
82) 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) ________.
A) jingle
B) sound effect
C) emotional pivot
D) key frame
E) key visual
83) In preparation for the filming of a television ad for a new line of organic coffee, Tara has
analyzed the auditions of 10 actors and actresses who hope to play one of the two characters in
the commercial. Tara is in the process of ________.
A) framing
B) casting
C) storyboarding
D) photoboarding
E) scripting
84) Sponsored content online is referred to as ________, while sponsored content in a magazine
is referred to as ________.
A) native advertising; advertorials
B) infomercials; advertorials
C) image transfer; advertorials
D) infomercials; native advertising
E) native advertising; image transfer
85) The “Roaming Gnome” is most accurately classified as which of the following?
A) announcer
B) spokesperson
C) character type
D) celebrity
E) talking head
86) Most audience members who see this commercial remember the image of the “Roaming
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
87) 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
88) Which of the following statements about copywriting in a global environment is FALSE?
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 involves many possible communication blunders.
C) Few international campaigns are literally translated.
D) A back translation of the ad copy from the foreign language into the domestic one is rarely a
good idea because it fails to convey 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.
89) In a ________ culture, brand communication messages are best understood when presented
within contextual clues.
A) global
B) local
C) high-context
D) low-context
E) technological
90) A ________ of an ad translates the foreign language copy into the original domestic
language to check the accuracy of the message.
A) high-context translation
B) low-context translation
C) global translation
D) bilingual translation
E) back translation
91) Parallel construction involves the repetition of sounds.
92) Experts suggest that copywriters use at least 20 words in outdoor advertising copy.
93) “Pork. The other white meat.” is an example of a slogan that cues the product.
94) If a message tries to convey abstract qualities, such as justice and quality, words tend to
communicate these concepts more easily than pictures.
95) Copy is the text of an ad or the words that people say in a commercial.
96) If your brand communication objective is to generate awareness of the brand, then you
should most likely avoid humor in your advertising.
97) One tip for writing effective copy is to use evocative or figurative language to build a picture
in the consumer’s mind.
98) Public relations writers follow the traditional “five Ws” form when writing news stories sent
as news releases to external media.
99) Only grammatically correct sentences should be used in advertising copy.
100) The more elaborate the copy, the greater its impact is likely to be.
101) “Your-name-here copy” is most effectively used in corporate advertising.
102) Display copy includes the elements that are designed to be read and absorbed, such as the
text of the ad message and captions.
103) To be effective, a headline needs to interrupt readers’ scanning and get their attention,
present the selling premise, and lead to conviction.
104) A command headline politely tells the reader to do something.
105) Association headlines use image and lifestyle to get attention and build interest.
106) Subheads are short, catchy, and particularly memorable phrases used at the end of an ad to
complete or wrap up the creative idea.
107) The two paragraphs that get the most attention in body copy are the lead and the follow-up
paragraph.
108) All print ads end with a call to action with instructions on how to respond.
109) Sound effects used in radio advertising are often taken from sound-effects libraries rather
than created originally for a specific radio message.
110) Speaking style in radio advertising should match the speech style of the target audience.
111) Slang is usually effective in radio advertising.
112) Storytelling is one way that copywriters can present action in a television commercial more
powerfully than in other media.
113) A message that uses an emotional pivot structure creates a feeling at the beginning of the
message and then intensifies that feeling throughout the message.
114) The audio elements for television and radio messages are the same.
115) Television copywriters have two primary toolkits: video and audio.
116) 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.
117) The people appearing in a television commercial are referred to as the talent.
118) The key set is what sticks in the mind and becomes the image that viewers remember when
they think about the commercial.
119) The storyboard is the visual plan or layout of the commercial.
120) Effective banner ads often use promotional incentives such as prizes or gifts to motivate
visitors to click through to the sponsor’s website.
121) Members of an audience for internet ads are referred to as visitors or surfers rather than
readers or listeners.
122) The internet is more interactive than any other mass medium, so internet writers must be
able to both attract people to a brand and manage a dialogue-based communication experience.
123) The last line of copy in a magazine advertisement for Post-its reads, “Find out more at post-
it.com/bigpad.” This is an example of a call to action.
124) In comparison to direct-action headlines, indirect-action headlines are more effective tools
for targeting the right audience for the brand.
125) Most international campaigns are translated word for word to keep the original meaning or
intent of the brand message.
126) List and describe five techniques copywriters can use to create catchy, memorable slogans.
127) What is the difference between a tagline and a slogan?
128) The phrase “Love the skin you’re in” appears in every ad for this product. Which copy
element does this phrase represent?
129) Which two literary techniques for writing copy are represented in this slogan?
130) List and describe five characteristics of effective copy that were given in the chapter.
131) How does the language of direct-response messages typically differ from that of other print
brand communications?
132) Why is language more important in an advertisement for a high-involvement product than
for a low-involvement product?
133) Compare and contrast display copy and body copy.
134) Name and describe the types of direct- and indirect-action headlines.
135) Compare and contrast copywriting for radio and copywriting for television.
136) Briefly explain the targeting function of a headline.
137) Briefly explain why a headline should move readers from the process of scanning to
reading.
138) A magazine ad for Aveeno moisturizing lotion states, “Get healthy skin for life.” Identify
and describe the type of headline this illustrates.
139) 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 price quote when you visit Geico’s website. Identify
and describe the type of headline this illustrates.
140) What is an advantage of magazine advertising?
141) What kind of writing should a copywriter use when creating an ad that will be placed in a
directory?
142) Describe the purpose of collateral materials.
143) 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 available to Bob when developing copy for radio
commercials? How are they used?
144) What are some of the guidelines for writing effective radio commercials?
145) How can TV commercials effectively use the tool of storytelling?
146) How are banner ads similar to outdoor advertising?
147) Rob has been writing 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.
148) One copy element of a print ad featuring a beautiful young woman’s face explained the
effect a brand of soap had on her 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, and why is it used?
149) Why is it important to consider the user experience when writing for a website?
150) Discuss potential problems advertisers face when translating copy into another language.
How can these problems be addressed?