Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
In which print medium can ads be more informative and carry longer copy?
1)
A)
posters
B)
outdoor advertising
C)
directories
D)
magazines
E)
newspapers
2)
Next to the headline, which element of copy has the second–highest readership?
2)
A)
call–outs
B)
taglines
C)
overlines
D)
underlines
E)
captions
3)
Which paragraph(s) gets special attention in body copy?
3)
A)
closing
B)
lead
C)
middle
D)
A and B
E)
A, B, and C
4)
George’s job is to write brochures, pamphlets, and other materials that provide details about his
agency’s client. The material he develops is used in support of an advertising campaign and is
known as ________.
4)
A)
supplemental literature
B)
supplemental materials
C)
collateral materials
D)
add–on materials
E)
take–aways
5)
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 telling
how Wonder Bread helps a specific body part. These sentences and lines pointing to the various
parts of the visual are known as ________.
5)
A)
call–outs
B)
cut–outs
C)
underlines
D)
overlines
E)
body copy
6)
Copy–tests of headlines by using two versions of the same ad to make sure they can be understood
at a glance and that they communicate exactly the right idea is known as ________.
6)
A)
headline test
B)
split–run tests
C)
end–run testing
D)
direct tests
E)
dual tests
7)
Which of the following is a type of direct–action headline?
7)
A)
associations
B)
puzzles
C)
questions
D)
news announcements
E)
all of the above
8)
Which type of indirect–action headline uses image and lifestyle to get attention and build interest?
8)
A)
associations
B)
assertion
C)
how–to heads
D)
puzzles
E)
news announcements
9)
Which type of advertising is not considered intrusive because people consult this medium to find
out what is on sale and what is happening in their community?
9)
A)
newspaper
B)
magazine
C)
television
D)
outdoor
E)
radio
10)
Michelle just got her first job as a copywriter. Which of the following is a characteristic of writing
effective copy that Michelle should know?
10)
A)
get personal
B)
be succinct
C)
use variety
D)
be conversational
E)
all of the above
11)
________ 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.
11)
A)
Call to action
B)
Adese
C)
Mental imagery
D)
Brevity
E)
Image transfer
12)
Which is considered the most import element in radio advertising?
12)
A)
tone
B)
sound effects
C)
music
D)
voice
E)
attitude
13)
Mini–Case Question. Because Travelocity.com is an online travel agency, it’s only natural that they
would use web advertising, particularly banner ads. To grab the surfer’s attention, which of the
following must the copywriter think about?
13)
A)
offering a deal
B)
keeping the writing succinct
C)
changing the offer frequently
D)
using an involvement device
E)
all of the above
14)
Which of the following is NOT a role for which people can be cast in a television commercial?
14)
A)
spokesperson
B)
character type
C)
celebrity
D)
announcer
E)
director
15)
A camera–announcer relationship in which an announcer who is not visible describes some kind of
action on the screen is known as (a) ________.
15)
A)
off–location
B)
remote–voice
C)
voice effects
D)
voice–over
E)
ghost–voice
16)
What does the television copywriter have to describe concerning where the action takes place?
16)
A)
set
B)
casting
C)
props
D)
costume
E)
lighting
17)
A distinctive catch phrase that serves as a motto for a campaign, brand, or company is known as
a(n) ________.
17)
A)
call–out
B)
caption
C)
underline
D)
overline
E)
slogan
18)
Mini–Case Question. 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. The plan shows the number of scenes, the composition of the shots, and the
progression of action and is known as a(n) ________.
18)
A)
storyboard
B)
script
C)
progression sheet
D)
action plan
E)
scene–by–scene plan
Explanation:
19)
Which standard approach to writing body copy lets the reader “listen in” on a conversation?
19)
A)
straightforward
B)
explanation
C)
narrative
D)
dialogue
E)
translation
20)
Which category of headlines is straightforward and informative?
20)
A)
call to actions
B)
overlines
C)
direct–action
D)
indirect–action
E)
call–outs
21)
Which standard approach to writing body copy tells a story in first person or third person?
21)
A)
narrative
B)
straightforward
C)
translation
D)
explanation
E)
dialogue
22)
Which type of direct–action headline states a claim or a promise that will motivate someone to try
the product?
22)
A)
command
B)
how–to heads
C)
associations
D)
news announcements
E)
assertion
23)
Which of the following is NOT a standard approach to writing body copy?
23)
A)
straightforward
B)
explanation
C)
alliteration
D)
translation
E)
narrative
24)
Which standard approach to writing body copy defines technical information, such as that written
for the high–tech and medical industries, into understandable language?
24)
A)
narrative
B)
dialogue
C)
explanation
D)
translation
E)
straightforward
25)
Which of the following is a type of adese that is described as “we” copy written from the company’s
point of view with a pompous tone?
25)
A)
hyperbole
B)
your–name–here–copy
C)
key copy
D)
display copy
E)
brag–and–boast copy
26)
Which of the following is a copy element in a print ad that is a sentence that floats around the
visual, usually with a line or arrow pointing to some specific element in the visual that they name
and explain?
26)
A)
tagline
B)
call–out
C)
underline
D)
overline
E)
caption
27)
Vardaman Toyota routinely shoots television commercials in their car lot. Commercials shot
outside the studio are said to be filmed ________.
27)
A)
off camera
B)
on–location
C)
remotely
D)
on–the–lot
E)
out–back
28)
The advertising agency for Ford Focus wants to test which of the two headlines they are
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?
28)
A)
end–run testing
B)
direct test
C)
headline test
D)
split–run test
E)
dual test
D
29)
For several years, Nike included the phrase “Just Do It” in all of their advertisements, print and
television. This phrase is an example of a ________.
29)
A)
slogan
B)
caption
C)
body copy
D)
call–out
E)
tagline
A
30)
As described in “A Matter of Practice,” what was the objective of the print advertising developed
for the scuba–diving industry?
30)
A)
to get divers to dive more frequently
B)
to get divers and nondivers alike to respect the ocean and not litter in the water
C)
to educate nondivers of the beauty and serenity of diving as a sport
D)
to get divers and nondivers alike to understand that the ocean is a living thing
E)
to build a relationship with diving and move people from print to the industry’s web site
E
B
31)
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.
31)
A)
transcript
B)
radio script
C)
listing
D)
storyboard
E)
dual–column
32)
Which standard approach to writing body copy is characterized by factual copy usually written in
the words of an anonymous or unacknowledged source?
32)
A)
dialogue
B)
straightforward
C)
narrative
D)
explanation
E)
translation
33)
A short phrase that wraps up the key idea or creative concept that usually appears at the end of the
body copy is known as a(n) ________
33)
A)
underline
B)
caption
C)
tagline
D)
call–out
E)
overline
34)
According to researchers, what percentage of readers who read the headline goes on to read the
body copy?
34)
A)
50 percent
B)
40 percent
C)
10 percent
D)
20 percent
E)
30 percent
35)
Which of the following is NOT a guideline for writing effective radio commercials?
35)
A)
speak to listeners’ interests
B)
make it memorable
C)
include call to action
D)
keep it brief
E)
keep it personal
36)
Commercials in song are known as ________.
36)
A)
lyricals
B)
voice–overs
C)
sound effects
D)
musicals
E)
jingles
37)
Which of the following is a characteristic of television copy?
37)
A)
action
B)
storytelling
C)
demonstration
D)
emotion
E)
all of the above
38)
Which of the following is false regarding advertising writing style?
38)
A)
Copywriters try to write the way the target audience thinks and talks.
B)
Every word counts because space and time are expensive.
C)
Effective copy is succinct and single–minded.
D)
The tighter the copy, the easier it is to understand and the greater its impact.
E)
Words such as interesting, very, in order to, buy now and save, introducing, and nothing less than
are effective in advertising copy.
39)
Which of the following is a standard approach to writing body copy?
39)
A)
narrative
B)
dialogue
C)
explanation
D)
straightforward
E)
all of the above
40)
The text of the ad is known as the ________.
40)
A)
headline
B)
overline
C)
subhead
D)
body copy
E)
tagline
41)
________ are sectional headlines and are also used to break up a mass of “gray” type in a large
block of copy.
41)
A)
Subheads
B)
Direct headlines
C)
Captions
D)
Slogans
E)
Taglines
42)
Brochures and pamphlets and other materials that provide detail about a product, company, or
event are known as ________.
42)
A)
supplemental literature
B)
collateral materials
C)
take–aways
D)
add–on materials
E)
supplemental materials
Explanation:
43)
A(n) ________ is the visual plan or layout of the commercial and shows the number of scenes, the
composition of the shots, and the progression of the action.
43)
A)
storyboard
B)
scene plan
C)
key frame
D)
action plan
E)
storyline
44)
A headline for a magazine ad states “Lose up to 10 pounds this weekend!” Which type of headline
does this best represent?
44)
A)
association
B)
news announcement
C)
promise
D)
command
E)
assertion
45)
Which element in print advertising conveys the main message so that people get the point of the
ad?
45)
A)
subheads
B)
overline
C)
headline
D)
body copy
E)
tagline
46)
________ is the text of an ad or the words that people say in a commercial.
46)
A)
Verbiage
B)
Body
C)
Headline
D)
Execution
E)
Copy
47)
Which of the following is a type of advertisement in which words are crucial?
47)
A)
if a message tries to convey abstract qualities
B)
if the message is complicated
C)
information that needs definition and explanation
D)
if the ad is for a high–involvement product
E)
all of the above
48)
A type of formula writing that is full of clichés, superlatives, stock phrases, and vague generalities
is known as ________.
48)
A)
your–name–here–copy
B)
hyperbole
C)
adese
D)
display copy
E)
key copy
49)
What are the two primary tools available to television copywriters?
49)
A)
voice–over and on–camera
B)
voice and sound effects
C)
script and storyboard
D)
on– and off–location
E)
video and audio
50)
Which type of direct–action headline politely tells the reader to do something?
50)
A)
command
B)
assertion
C)
how–to heads
D)
news announcements
E)
associations
51)
Which of the following is NOT considered one of the copywriter’s tools?
51)
A)
body copy
B)
headline
C)
callouts
D)
overlines and underlines
E)
promotion
52)
Which standard approach to writing body copy explains how something works?
52)
A)
straightforward
B)
explanation
C)
translation
D)
narrative
E)
dialogue
53)
A sentence or short piece of copy that explains what the reader of a print ad is looking at in a photo
or illustration is known as a(n) ________.
53)
A)
tagline
B)
call–out
C)
underline
D)
overline
E)
caption
54)
What is the purpose of the closing paragraph in body copy?
54)
A)
provides the required disclaimers
B)
refers back to the creative concept and wraps up the Big Idea
C)
to give readers interesting information so that they go back and read the full body copy
D)
provides specific information such as price and warranty
E)
draws the reader’s attention to the selling premise
55)
Which of the following is NOT a literary technique used by copywriters to enhance the
memorability of subheads, slogans, and taglines?
55)
A)
association
B)
startling or unexpected phrases
C)
alliteration
D)
rhyme
E)
rhythm
56)
Which of the following statements is false regarding copywriting in a global environment?
56)
A)
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.
B)
Standardizing the copy content by translating the appeal into the language of the foreign
market is fraught with possible communication blunders.
C)
English is more economical than many other languages.
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)
Most international campaigns are not literally translated.
57)
As described in the chapter’s closing vignette, what was the result of the milk campaign?
57)
A)
Generated 20% more users of milk among women.
B)
Increased the awareness of milk as a healthy food.
C)
Increased nationwide awareness of milk from 20 percent to 45 percent
D)
Positioned milk nationally as an inexpensive drink.
E)
Milk consumption increased 15 million gallons over the previous year in California.
58)
What is the most important characteristic of copywriting for outdoor advertising?
58)
A)
rhythm
B)
a startling or unexpected phrase
C)
adese
D)
call to action
E)
brevity
59)
Mini–Case Question. The “Traveling Gnome” is considered which type of talent in the television
commercials?
59)
A)
spokesperson
B)
talking head
C)
announcer
D)
character type
E)
celebrity
A
60)
Commercials shot outside the studio are said to be filmed ________, which means the entire crew
and cast are transported somewhere away from the studio.
60)
A)
on location
B)
remotely
C)
off camera
D)
cold
E)
hot
A
E
61)
Howard Computers is a manufacturer of portable medical laptop computers, and they are more
technical than a typical laptop computer. They 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?
61)
A)
explanation
B)
straightforward
C)
narrative
D)
dialogue
E)
translation
62)
The visual that sticks in the mind and becomes the image that viewers remember when they think
about the commercial is known as the ________.
62)
A)
dominant visual
B)
key board
C)
key scene
D)
key frame
E)
primary visual
D
63)
As described in “The Inside Story,” what was the Big Idea of the Doritos Checkout Girl commercial?
63)
A)
Two guys eating Doritos on a ferris wheel while checking out a cute girl on the ground.
B)
Flirtatious interaction between two Doritos lovers at a grocery store.
C)
Sweet interaction between a girl and a boy, 8 years old sharing Doritos.
D)
A girl and a guy eating Doritos in a park on a picnic.
E)
Two couch potatoes eating Doritos while watching a TV program.
B
E
64)
As described in “The Inside Story,” what was the Big Idea for the Florida Film Festival’s campaign?
64)
A)
Traveling unexplored territory
B)
Enjoy the trivial
C)
Make it big
D)
See a movie, have a party
E)
Small things count
65)
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(n) ________.
65)
A)
gamble headline
B)
risky headline
C)
blind headline
D)
blank headline
E)
attention–getter
C
66)
The person who shapes and sculpts the words in an advertisement is called a(n) ________.
66)
A)
talent
B)
copywriter
C)
art director
D)
wordsmith
E)
creative director
B
67)
Which of the following is NOT a type of direct–action headline?
67)
A)
how–to heads
B)
assertion
C)
news announcements
D)
associations
E)
command
D
A
Explanation:
68)
An advertisement for an exercise bike exclaimed “Get fit as a fiddle!” What does this headline suffer
from?
68)
A)
copyright violation
B)
your–name–here copy
C)
brag–and–boast copy
D)
adese
E)
corniness
69)
Which element of copy is the text of the ad that develops the sales messages, states the argument,
summarizes the proof, and provides explanation?
69)
A)
display copy
B)
caption
C)
body copy
D)
subhead
E)
headline
70)
Which of the following is a type of indirect–action headline?
70)
A)
news announcements
B)
how–to heads
C)
associations
D)
command
E)
assertion