118)
The people in a television commercial are referred to as the talent.
118)
119)
Effective copy is succinct and single–minded.
119)
120)
Display copy includes the elements that are designed to be read and absorbed, such as the text of
the ad message and captions.
120)
121)
A main idea is that visual that sticks in the mind and becomes the image that viewers remember
when they think about the commercial.
121)
122)
The more elaborate the copy, the easier it is to understand and the greater its impact.
122)
123)
Two paragraphs that get special attention in body copy are the lead and the summary.
123)
124)
Good body copy keeps people’s interest so they continue reading past the headline.
124)
125)
The literary technique of parallel construction uses repetition of sounds.
125)
126)
The two categories of copy that print advertising uses are display copy and body copy.
126)
127)
An assertion headline politely tells the reader to do something.
127)
128)
The tools of radio copywriting include voice, music, and sound effects.
128)
129)
“Your–name–here–copy” is most effectively used in corporate advertising.
129)
130)
Commercials shot outside the studio are said to be filmed remotely, which means the entire crew
and cast are transported somewhere away from the studio.
130)
131)
Slang is usually effective in radio advertising.
131)
132)
Storytelling is one way that copywriters can present action in a television commercial more
powerfully than in other media.
132)
133)
Television copywriters have two primary tools: video and audio.
133)
134)
If a message tries to convey abstract qualities, such as justice and quality, words tend to
communicate these concepts more easily than pictures.
134)
135)
Formulaic advertising copy, called adese, violates guidelines for writing effective copy espoused in
this chapter.
135)
136)
One tip for writing effective copy is to use evocative or figurative language to build a picture in the
consumer’s mind.
136)
137)
The most important characteristic of copywriting for outdoor advertising is brevity.
137)
138)
Because of the clutter in newspapers, the copy in newspaper advertisements has to work harder
than other kinds or advertising to catch the attention of its audience.
138)
139)
One way to make banner ads more effective is to change the offer frequently, perhaps even daily.
139)
140)
Music is really not that important in television advertising.
140)
141)
All print ads end with a call to action with instructions on how to respond.
141)
142)
Standardizing the copy content by translating the appeal to the language of the foreign market is
fraught with possible communication blunders.
142)
143)
Experts suggest that copywriters use no less than 20 words in outdoor advertising copy.
143)
144)
The person who shapes and sculpts the words in an advertisement is called the creative director.
144)
145)
The principles of good copywriting are not really applicable to web ads.
145)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
146)
Name and describe the five standard approaches to writing body copy in print ads.
147)
Compare and contrast display copy and body copy.
148)
Name and describe the types of direct– and indirect–action headlines.
149)
Compare and contrast copywriting for radio and copywriting for television.
150)
What is the most common form of Internet advertising, and what must the copywriter think about when
developing these ads?
Answer Key
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Answer Key
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Answer Key
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Answer Key
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Answer Key
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Answer Key
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