Filak, Dynamics of Media Writing, 2e
SAGE Publishing, 2019
Chapter 14: Marketing
Test Bank
Multiple Choice
1. ______ is the process of using various media platforms to reach audience members
in hopes of selling them goods or services.
A. Marketing
B. Advertising
C. Public relations
D. News writing
2. A(n) ______ incorporates a variety of elements, including your organization’s name,
its logos, its activities, and its relationships.
A. ad
B. brand
C. news release
D. news story
3. The ______ is a permanent aspect of the organization and is deeply rooted in every
aspect of how that group acts.
A. ad
B. campaign
C brand
D. news release
4. A(n) ______ works in the short term to provide audience members with information
about a single element or idea.
A. ad
B. brand
C. news story
D. campaign
5. A(n) ______ is meant to alert your list of audience members as to an opportunity you
want them to consider.
A. email blast
B. one-sheet
C. brochure
D. press kit
6. ______ mailers can be anything from a postcard to a small magazine-style piece.
A. Email blast
B. One-sheet
C. Brochure
D. Press release
7. Whether you mail them to potential customers, feature them in a rack of information,
or leave them behind after a sales call, ______ offer you an opportunity to inform and
persuade people.
A. press releases
B. ads
C. brochures
D. one-sheets
Filak, Dynamics of Media Writing, 2e
SAGE Publishing, 2019
8. In writing for marketing, the ______ should serve as a dominant element in your
piece.
A. closing elements
B. opening lines
C. main body copy
D. headline
9. The ______ of your body copy works like a lead in some ways.
A. opening lines
B. closing elements
C. main body copy
D. headline
10. The ______ should deliver on the promises outlined in the headline and the first
paragraph.
A. opening lines
B. remainder of the body copy
C. main body copy
D. headline
11. In the ______, you want to remind your audience of your primary theme and offer
them a solid call to action.
A. opening lines
B. remainder of the body copy
C. closing elements
D. headline
12. ______ need to understand their audience members just as much as anyone else in
the field of media.
A. Janitors
B. Chefs
C. Cooks
D. Copywriters
13. You can think of features as the ______ elements of what you are selling.
A. “what”
B. “why”
C. “where”
D. “when”
14. You can think of benefits as the ______ elements associated with those features.
A. “what”
B. “why”
C. “where”
D. “when”
15. The ______ should serve not only the audience members but should also reflect
what your client wants.
A. benefits and features
B. audience needs
C. call to action
D. tone of voice
16. The ______ provides readers with a sense of how they should feel upon buying the
product or using the service.
A. audience needs
B. benefits and features
C. call to action
D. tone of voice
17. A ______ is a tool that organizations develop over time that defines jargon in user–
friendly terms.
A. brand dictionary
B. word bank
C. thesaurus
D. journal entry
18. A ______ contains a list of terms that should be used within copy to maintain the
overall feel of the brand.
A. brand dictionary
Filak, Dynamics of Media Writing, 2e
SAGE Publishing, 2019
B. word bank
C. thesaurus
D. journal entry
19. ______ see what others have done and look for better ways to do it.
A. Warriors
B. Innovators
C. Adaptors
D. Challengers
20. ______ are people who break the mold entirely, seeing things that have yet to be
done and that others can’t see.
A. Challengers
B. Warriors
C. Adaptors
D. Innovators
21. ______ is a memorable line or catch phrase in each campaign.
A. Tag line
B. Strategic relevance
C. Adaptors
D. Innovators
22. ______ term refers to the idea of making the creative aspects relate to the product
itself or to the overall marketing strategy.
A. Creativity
B. Strategic relevance
C. Campaign
D. Branding
23. ______ is the first stage in the creative pyramid that serves to stimulate the readers
and get them engaged in what you want to tell them.
A. Interest
B. Credibility
C. Attention
D. Desire
24. ______ gets to the heart of your message and provides your readers with the core
information you want to offer them.
A. Credibility
B. Attention
C. Desire
D. Interest
25. ______ stage is one of the least creatives in the pyramid, as you have to offer
readers a logical and valuable set of information.
A. Credibility
B. Attention
C. Desire
D. Interest
Filak, Dynamics of Media Writing, 2e
SAGE Publishing, 2019
1. In most cases, you will not establish a brand, but rather work to enhance it through
the development of a campaign.
2. A campaign is a permanent aspect of the organization and is deeply rooted in every
aspect of how that group acts.
3. The important thing is to have a clear vision for the role of each marketing piece you
create.
4. A brochure is meant to alert your list of audience members as to an opportunity you
want them to consider.
5. A stock postcard or simple one-sheet mailer can have a powerful impact if done right.
6. Opening lines serve as the dominant element in your marketing piece.
7. The first sentence or two of your body copy works like a lead in some ways.
8. With the main body copy, you should provide your audience with opportunities to do
something.
9. As a copywriter for an organization, your job is to create clear messages that target a
defined audience.
10. Copywriters do not need to understand their audience members as much as others
in the field of media.
11. Your content must demonstrate value and quality by outlining not just the features of
what you are promoting but also the benefits of those features.
12. In writing marketing copy, it’s often enough just to convince people something is
good.
13. A campaign will need to establish a tone of voice that matches the brand’s overall
tone.
14. A brand dictionary is a tool that organizations develop over time that defines jargon
in user-friendly terms.
15. Thinking of your audience as a large whole can make your copywriting much
stronger.
Filak, Dynamics of Media Writing, 2e
SAGE Publishing, 2019
Short Answer
1. What is the difference between a brand and a campaign?
2. What are the key elements in copywriting?
3. What are some issues you should consider when writing marketing copy?
4. What is the importance of “tone of voice” in copywriting?
5. How can you integrate creativity into your work as a writer?
Filak, Dynamics of Media Writing, 2e
SAGE Publishing, 2019
Essay
1. Explain the differences between campaigns and brands.
2. Describe and explain some useful marketing platforms and tools.
3. What are some issues to consider when copyrighting for a brand?
4. What should you consider when developing creativity to your marketing work?
Filak, Dynamics of Media Writing, 2e
SAGE Publishing, 2019
5. List and describe the basic stages of the creative pyramid.