71)
As described in the chapter’s opening vignette, what tagline captured the Big Idea in the campaign
to increase milk consumption?
71)
A)
Milk is good food
B)
Mmm Good
C)
Got Milk?
D)
Milk and cookies go together like peanut butter and jelly
E)
Live life, drink milk
72)
Which of the following is a tool of radio advertising?
72)
A)
sound effects
B)
music
C)
voice
D)
A and B
E)
A, B, and C
73)
Headlines can be grouped into which two general categories?
73)
A)
direct– and indirect–action headlines
B)
call–outs and call to actions
C)
display and body headlines
D)
taglines and slogans
E)
overlines and underlines
74)
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 and is known as a(n) ________.
74)
A)
proofreader
B)
creative director
C)
copywriter
D)
art director
E)
wordsmith
75)
Which type of indirect–action headline is strictly used for curiosity and provocative power?
75)
A)
assertion
B)
how–to heads
C)
puzzles
D)
associations
E)
news announcements
76)
Which of the following are the two categories of copy that print advertising uses?
76)
A)
tagline and slogan
B)
overlines and underlines
C)
headline and text
D)
display and body
E)
headlines and subheads
77)
Which of the following literary techniques use(s) repetition of sounds?
77)
A)
alliteration
B)
rhythm
C)
rhyme
D)
A and B
E)
A, B, and C
78)
Mini–Case Question. With all of Travelocity.com’s commercials, there‘s one visual that sticks in the
mind and becomes the image that viewers remember when they think about the commercial, such
as when The “Traveling Gnome” plugged his American hair dryer into a European socket and was
jolted across the room. This visual is known as a(n) ________.
78)
A)
key frame
B)
primary frame
C)
visual point
D)
action point
E)
key visual
A
79)
A print advertisement is created in which of the two following pieces?
79)
A)
script and storyboard
B)
copy sheet and layout
C)
copy sheet and storyboard
D)
layout and storyboard
E)
copy sheet and script
B
E
80)
Which of the following is considered the first paragraph of the body copy?
80)
A)
primary
B)
lead
C)
initial
D)
paramount
E)
headline
81)
Segments of action in a television commercial that occur in a single location are known as ________.
81)
A)
scenes
B)
storyboards
C)
key frames
D)
segments
E)
scripts
82)
A line at the end of an ad that encourages people to respond and gives information on how to
respond is called a(n) ________.
82)
A)
tagline
B)
call to action
C)
overline
D)
caption
E)
call–out
83)
To grab an Internet surfer’s attention, what must the copywriter think about?
83)
A)
keeping the writing succinct
B)
changing the offer frequently
C)
offering a deal
D)
using an involvement device
E)
all of the above
84)
________ includes all elements that readers see in their initial scanning, including headlines,
subheads, call–outs, taglines, and slogans, and are set in larger type size than other elements of a
print ad.
84)
A)
Display copy
B)
Body copy
C)
Adese
D)
Brag–and–boast copy
E)
Visuals
85)
Which of the following is a NOT literary technique used by copywriters to enhance the
memorability of subheads, slogans, and taglines?
85)
A)
cliches
B)
music
C)
cue for the product
D)
direct address
E)
parallel construction
A
86)
What is the most common form of online advertising?
86)
A)
skyscrapers
B)
shockvertising
C)
minisites
D)
banner ads
E)
superstitials
D
A
87)
________ includes the elements in a print ad that are designed to be read and absorbed, such as the
text of the ad message and captions.
87)
A)
Visuals
B)
Brag–and–boast copy
C)
Body copy
D)
Display copy
E)
Adese
88)
What was the target market for the Verizon campaign described in the “Hands–On” case at the end
of the chapter?
88)
A)
suburban youths who text message friends
B)
children aged 6 to 10 years old who’s parents want phones for security
C)
multicultural, young entrepreneurial types and those that have a passion for community
service
D)
moms with kids aged 16 years old and under
E)
businesspeople who travel extensively and need a broad based network
C
89)
Radio’s special advantage is that the story is visualized in the listener’s imagination and is referred
to as ________.
89)
A)
the mind’s imagination
B)
theater of the imagination
C)
image enhancer
D)
theater of the mind
E)
“I saw it on the radio”
D
C
90)
Phrases or sentences that either lead into the headline or follow up on the thought in the headline
are known as ________.
90)
A)
heads and subheads
B)
display and body copy
C)
taglines and slogans
D)
call–outs and call to actions
E)
overlines and underlines
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
91)
Describe the Doritos TV ad that was discussed in “The Inside Story.”
91)
92)
Mini–Case Question. One copy element of the print ad had an explanation of 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?
92)
93)
A magazine ad for Geico car insurance states “How Could You Save Over $200 on Car
Insurance?” with a subhead of, “The answer is @ your fingertips.” The ad then went on to
explain how in just minutes you can get an accurate quote when you visit their web site.
Name and describe the type of headline this illustrates.
93)
94)
Mini–Case Question. Discuss problems advertisers might face when translating copy into
another language.
94)
95)
Describe the target market for the Verizon campaign and the execution described in the
“Hands–On” case at the end of the chapter.
95)
96)
As described in “A Matter of Practice,” why did the scuba–diving industry advertise and
how was their campaign executed?
96)
97)
List five characteristics for writing effective copy that were given in the chapter.
97)
98)
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.
98)
99)
You are going to lead the creative team in coming up with a new slogan for a client. List
some techniques copywriters use to create catchy slogans.
99)
100)
Jane is interning at an advertising agency for the summer, and she is assisting a television
copywriter, Harold. To help her get started, Harold provides her with some general
principles that are relevant for most effective television commercials. List five of the
principles he could have discussed with her.
100)
101)
Describe the Big Idea for the Florida Film Festival’s campaign featured in “The Inside
Story.”
101)
102)
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 the four
general principles that she uses as a guide when developing a headline for an ad.
102)
103)
A magazine ad for Aveeno moisturizing lotion states, “Get healthy skin for life.” Name and
describe the type of headline this illustrates.
103)
104)
Stephanie is a copywriter for primarily print media. Although all the print media she
writes for use the same copy elements, such as headlines and body copy, the way these
elements are used varies with the objectives for using the medium. Name the major print
media and describe how the copy elements are used for each.
104)
105)
Mini–Case Question. Name the standard approaches to writing body copy and explain
which standard approach the print ad described represents.
105)
106)
Describe the milk advertising campaign that was described in the chapter’s opening
vignette.
106)
107)
What was the objective and the results of the milk campaign described in the chapter’s
opening and closing vignettes?
107)
108)
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.
108)
109)
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?
109)
110)
Mini–Case Question. The phrase “Love the skin you’re in” appears in every ad for this
product. Explain what element of copy this represents.
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
Good headlines interrupt readers’ scanning and get their attention, present the selling premise, and
lead to conviction.
111)
112)
Incorrect grammar has no place in advertising copy.
112)
113)
The most important element in radio advertising is voices.
113)
114)
Association headlines use image and lifestyle to get attention and build interest.
114)
115)
Radio advertising relies on conversational style and vernacular language.
115)
116)
Subheads are short, catchy, and particularly memorable phrases used at the end of an ad to
complete or wrap up the creative idea.
116)
117)
The storyboard, which is the visual plan or layout of the commercial, shows the number of scenes,
the composition of the shots, and the progression of the action.
117)