G.A.M Chapter 9

Advertising & IMC: Principles and Practice, 9e (Moriarty)Chapter 9 Copywriting

1) The person who shapes and sculpts the words in marketing communication is called a(n) ________.A) account plannerB) art directorC) copywriterD) creative directorE) talentAnswer: CDiff: 1 Page Ref: 261Skill: ConceptAACSB: Communication abilitiesObjective: 9-1

2) ________ is the text of an ad or the words that people say in a commercial.A) CopyB) BodyC) VerbiageD) DialogueE) HeadlineAnswer: ADiff: 1 Page Ref: 261Skill: ConceptAACSB: Communication abilitiesObjective: 9-1

3) What is the most important word selection in marketing communication?A) headlineB) sloganC) brand or corporate nameD) mission statementE) display copyAnswer: CDiff: 2 Page Ref: 262Skill: ConceptAACSB: Communication abilitiesObjective: 9-1

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4) Which of the following is false regarding advertising writing style?A) Words such as interesting, very, in order to, buy now and save, introducing, and nothing less than are effective in advertising copy.B) Effective copy is succinct and single-minded.C) Every word counts because space and time are expensive.D) Copy should be as simple as possible to reach a generally inattentive and uninterested audience.E) Copywriters try to write the way the target audience thinks and talks.Answer: ADiff: 2 Page Ref: 262-263Skill: ConceptAACSB: Communication abilitiesObjective: 9-1

5) A type of formula writing that is full of clichés, superlatives, stock phrases, and vague generalities is known as ________.A) hyperboleB) display copyC) key copyD) adeseE) your-name-here-copyAnswer: DDiff: 1 Page Ref: 265Skill: ConceptAACSB: Communication abilitiesObjective: 9-1

6) Which of the following can be described as "we" copy written from the company's point of view in a pompous tone?A) hyperboleB) display copyC) key copyD) brag-and-boast copyE) your-name-here-copyAnswer: DDiff: 1 Page Ref: 265Skill: ConceptAACSB: Communication abilitiesObjective: 9-1


7) A print advertisement is created in which of the two following pieces?A) layout and storyboardB) copy sheet and layoutC) script and storyboardD) copy sheet and scriptE) copy sheet and storyboardAnswer: BDiff: 2 Page Ref: 265Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

8) Which of the following are the two categories of copy that print advertising uses?A) display and bodyB) headline and textC) tagline and sloganD) overlines and underlinesE) headlines and subheadsAnswer: ADiff: 2 Page Ref: 265Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

9) ________ includes all elements that readers see in their initial scanning; these elements are set in larger type size than other elements of a print ad.A) Body copyB) Display copyC) AdeseD) Brag-and-boast copyE) VisualsAnswer: BDiff: 1 Page Ref: 265Skill: ConceptAACSB: Communication abilitiesObjective: 9-2


10) ________ includes the elements in a print ad that are designed to be read and absorbed.A) Body copyB) Display copyC) AdeseD) Brag-and-boast copyE) News copyAnswer: ADiff: 1 Page Ref: 265Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

11) All of the following are considered display copy EXCEPT which one?A) captionB) headlineC) subheadD) taglineE) sloganAnswer: ADiff: 2 Page Ref: 265Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

12) Which element in print advertising conveys the main message so that people get the point of the ad?A) headlineB) overlineC) body copyD) subheadsE) taglineAnswer: ADiff: 1 Page Ref: 266Skill: ConceptAACSB: Communication abilitiesObjective: 9-2


13) The text of the ad is known as the ________.A) headlineB) overlineC) body copyD) subheadE) taglineAnswer: CDiff: 1 Page Ref: 267Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

14) Which of the following is NOT considered one of the copywriter's tools?A) adeseB) overlines and underlinesC) body copyD) calloutsE) slogansAnswer: ADiff: 2 Page Ref: 267Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

15) Phrases or sentences that either lead into the headline or follow up on the thought in the headline are known as ________.A) overlines and underlinesB) heads and subheadsC) display and body copyD) call-outs and calls to actionE) taglines and slogansAnswer: ADiff: 2 Page Ref: 267Skill: ConceptAACSB: Communication abilitiesObjective: 9-2


16) Which of the following copy elements in a print ad is a sentence that floats around the visual, usually with a line or arrow pointing to some specific element in the visual that it names and explains?A) captionB) overlineC) underlineD) call-outE) taglineAnswer: DDiff: 2 Page Ref: 267Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

17) A sentence or short piece of copy that explains what the viewer is looking at in a photo or illustration is known as a(n) ________.A) captionB) overlineC) underlineD) call-outE) taglineAnswer: ADiff: 2 Page Ref: 267Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

18) A short phrase that wraps up the key idea or creative concept and that usually appears at the end of the body copy is known as a(n) ________A) captionB) overlineC) underlineD) call-outE) taglineAnswer: EDiff: 1 Page Ref: 267Skill: ConceptAACSB: Communication abilitiesObjective: 9-2


19) A distinctive catch phrase that serves as a motto for a campaign, brand, or company is known as a(n) ________.A) captionB) overlineC) underlineD) call-outE) sloganAnswer: EDiff: 1 Page Ref: 267Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

20) A line at the end of an ad that encourages people to respond and gives information on how to respond is called a(n) ________.A) underlineB) captionC) call to actionD) overlineE) call-outAnswer: CDiff: 2 Page Ref: 267Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

21) According to researchers, what percentage of readers who read the headline goes on to read the body copy?A) 10 percentB) 20 percentC) 30 percentD) 40 percentE) 50 percentAnswer: BDiff: 3 Page Ref: 268Skill: ConceptAACSB: Analytic skillsObjective: 9-2


22) Copy-tests of headlines using two versions of the same ad are known as ________.A) end-run testsB) tag testsC) split-run testsD) dual testsE) direct testsAnswer: CDiff: 2 Page Ref: 268Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

23) Headlines can be grouped into which two general categories?A) call-outs and call to actionsB) overlines and underlinesC) taglines and slogansD) direct- and indirect-action headlinesE) display and body headlinesAnswer: DDiff: 2 Page Ref: 268Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

24) Which category of headlines is straightforward and informative?A) call-outsB) call to actionsC) overlinesD) indirect-actionE) direct-actionAnswer: EDiff: 2 Page Ref: 268Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

25) Which of the following is a type of direct-action headline?A) news announcementB) puzzlesC) associationD) questionE) provocationAnswer: ADiff: 2 Page Ref: 268Skill: ConceptAACSB: Analytic skillsObjective: 9-2


26) Which of the following is NOT a type of direct-action headline?A) news announcementB) associationC) commandD) how-to headE) assertionAnswer: BDiff: 2 Page Ref: 268Skill: ConceptAACSB: Analytic skillsObjective: 9-2

27) Which type of direct-action headline states a claim or a promise that will motivate someone to try the product?A) assertionB) commandC) how-to headD) associationE) news announcementAnswer: ADiff: 2 Page Ref: 268Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

28) Which type of direct-action headline politely tells the reader to do something?A) assertionB) commandC) how-to headD) associationE) news announcementAnswer: BDiff: 1 Page Ref: 268Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

29) Which of the following is a type of indirect-action headline?A) assertionB) commandC) how-to headD) associationE) news announcementAnswer: DDiff: 2 Page Ref: 269Skill: ConceptObjective: 9-2


30) Which type of indirect-action headline are strictly used for curiosity and provocative power?A) assertionsB) puzzlesC) how-to headsD) associationsE) news announcementsAnswer: BDiff: 1 Page Ref: 269Skill: ConceptObjective: 9-2

31) Which type of indirect-action headline uses image and lifestyle to get attention and build interest?A) assertionB) puzzlesC) how-to headD) associationE) news announcementAnswer: DDiff: 2 Page Ref: 269Skill: ConceptObjective: 9-2

32) 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) blind headlinesB) blank headlinesC) assertion headlinesD) taglineE) attention-gettersAnswer: ADiff: 1 Page Ref: 269Skill: ConceptAACSB: Communication abilitiesObjective: 9-2


33) Next to the headline, which copy element has the second-highest readership?A) overlinesB) underlinesC) call-outsD) captionsE) taglinesAnswer: DDiff: 2 Page Ref: 270Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

34) ________ are sectional headlines that can be used to break up a mass of "gray" type in a large block of copy.A) CaptionsB) SubheadsC) TaglinesD) SlogansE) Direct headlinesAnswer: BDiff: 2 Page Ref: 270Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

35) Which of the following is NOT a literary technique used by copywriters to enhance the memorability of subheads, slogans, and taglines?A) direct addressB) parallel constructionC) musicD) rhymeE) clicheAnswer: EDiff: 2 Page Ref: 271Skill: ConceptAACSB: Communication abilitiesObjective: 9-2


36) The slogan "Have it your way" is an example of which of the following literary techniques used by advertisers?A) direct addressB) parallel constructionC) musicD) rhymeE) clicheAnswer: ADiff: 2 Page Ref: 271Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

37) Which copy element develops the sales messages, states the argument, summarizes the proof, and provides explanation?A) headlineB) subheadC) captionD) body copyE) display copyAnswer: DDiff: 2 Page Ref: 271Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

38) Which of the following is NOT a standard approach to writing body copy?A) straightforwardB) narrativeC) alliterationD) translationE) explanationAnswer: CDiff: 2 Page Ref: 272Skill: ConceptAACSB: Communication abilitiesObjective: 9-2


39) Which standard approach to writing body copy is characterized by factual copy usually written in the words of an anonymous or unacknowledged source?A) straightforwardB) narrativeC) dialogueD) translationE) explanationAnswer: ADiff: 2 Page Ref: 272Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

40) Which standard approach to writing body copy tells a story in first person or third person?A) straightforwardB) narrativeC) dialogueD) translationE) explanationAnswer: BDiff: 2 Page Ref: 272Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

41) Which standard approach to writing body copy lets the reader "listen in" on a conversation?A) straightforwardB) narrativeC) dialogueD) translationE) explanationAnswer: CDiff: 2 Page Ref: 272Skill: ConceptAACSB: Communication abilitiesObjective: 9-2


42) Which standard approach to writing body copy explains how something works?A) straightforwardB) narrativeC) dialogueD) translationE) explanationAnswer: EDiff: 1 Page Ref: 272Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

43) Which standard approach to writing body copy defines technical information in understandable language?A) straightforwardB) narrativeC) dialogueD) translationE) explanationAnswer: DDiff: 2 Page Ref: 272Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

44) Which paragraph(s) gets special attention in body copy? A) leadB) middle and closingC) lead, middle, and closingD) lead and closingE) lead and middleAnswer: DDiff: 2 Page Ref: 272Skill: ConceptAACSB: Communication abilitiesObjective: 9-2


45) Which of the following is another name for the first paragraph of the body copy?A) taglineB) leadC) paramountD) initialE) headlineAnswer: BDiff: 1 Page Ref: 272Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

46) What is the purpose of the closing paragraph in body copy?A) to give readers interesting information so that they go back and read the full body copyB) to provide specific information such as price and warrantyC) to highlight the required disclaimersD) to draw the reader's attention to the selling premiseE) to refer back to the creative concept and wrap up the Big IdeaAnswer: EDiff: 2 Page Ref: 272Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

47) Which type of advertising is not considered as intrusive as the others? A) direct marketingB) newspaperC) outdoorD) televisionE) radioAnswer: BDiff: 2 Page Ref: 273Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

48) In which print medium can ads be more informative and carry longer copy?A) newspapersB) magazinesC) directoriesD) postersE) outdoor advertisingAnswer: BDiff: 2 Page Ref: 273Skill: ConceptAACSB: Communication abilitiesObjective: 9-2


49) What is the most important characteristic of copywriting for outdoor advertising?A) rhythmB) adeseC) call to actionD) brevityE) alliterationAnswer: DDiff: 2 Page Ref: 274Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

50) Brochures, pamphlets, and other materials that provide detail about a product, company, or event are known as ________.A) add-on materialsB) supplemental literatureC) collateral materialsD) overlinesE) underlinesAnswer: CDiff: 1 Page Ref: 274Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

51) Radio's special advantage is that the story is visualized in the listener's imagination; this is referred to as ________.A) theater of the mindB) the mind's imaginationC) image enhancementD) theater of the imaginationE) synthesisAnswer: ADiff: 2 Page Ref: 275Skill: ConceptAACSB: Communication abilitiesObjective: 9-3


52) Which of the following is a tool of radio advertising?A) headlineB) body copyC) theaterD) motionE) voiceAnswer: EDiff: 1 Page Ref: 275Skill: ConceptAACSB: Communication abilitiesObjective: 9-3

53) Which of the following is considered the most important element in radio advertising?A) voiceB) musicC) sound effectsD) motionE) copyAnswer: ADiff: 2 Page Ref: 275Skill: ConceptAACSB: Communication abilitiesObjective: 9-3

54) Commercials in song are known as ________.A) jinglesB) musicalsC) lyricalsD) sound effectsE) voice-oversAnswer: ADiff: 1 Page Ref: 276Skill: ConceptAACSB: Communication abilitiesObjective: 9-3

55) Which of the following is NOT a guideline for writing effective radio commercials?A) Keep it impersonal.B) Wake up the inattentive.C) Speak to listeners' interests.D) Make it memorable.E) Include call to action.Answer: ADiff: 2 Page Ref: 276Skill: ConceptAACSB: Communication abilitiesObjective: 9-3


56) ________ 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.A) AdeseB) MemorabilityC) Call to actionD) Image transferE) BrevityAnswer: DDiff: 1 Page Ref: 277Skill: ConceptAACSB: Communication abilitiesObjective: 9-3

57) Copywriters working on a radio commercial use a standard ________ format to write the copy to certain time blocks including all the words, dialogue, lyrics, sound effects, instructions, and descriptions.A) storyboardB) radio scriptC) transcriptD) dialogueE) dual-columnAnswer: BDiff: 1 Page Ref: 277Skill: ConceptAACSB: Communication abilitiesObjective: 9-3

58) Which of the following is NOT a technique used in television copy?A) actionB) demonstrationC) storytellingD) emotionE) underlineAnswer: EDiff: 2 Page Ref: 278Skill: ConceptAACSB: Communication abilitiesObjective: 9-4


59) What are the two primary toolkits available to television copywriters?A) voice-over and on-cameraB) voice and sound effectsC) video and audioD) on- and off-locationE) script and storyboardAnswer: CDiff: 2 Page Ref: 278Skill: ConceptAACSB: Communication abilitiesObjective: 9-4

60) An announcer who is not visible describing some kind of action on the screen is known as a(n) ________.A) voice-overB) remote-voiceC) off-locationD) ghost-voiceE) monologueAnswer: ADiff: 1 Page Ref: 278Skill: ConceptAACSB: Communication abilitiesObjective: 9-4

61) In a television ad, where does the action take place?A) storyboardB) scriptC) castD) setE) frameAnswer: DDiff: 1 Page Ref: 280Skill: ConceptAACSB: Communication abilitiesObjective: 9-4


62) Commercials shot outside the studio are said to be filmed ________, which means the entire crew and cast are transported somewhere away from the studio.A) off frameB) on cameraC) on locationD) off locationE) off cameraAnswer: CDiff: 1 Page Ref: 280Skill: ConceptAACSB: Communication abilitiesObjective: 9-4

63) Which of the following is NOT a role for which people can be cast in a television commercial?A) announcerB) directorC) spokespersonD) character typeE) celebrityAnswer: BDiff: 2 Page Ref: 280Skill: ConceptAACSB: Communication abilitiesObjective: 9-4

64) A commercial's ________ refers to how fast or slowly the action progresses.A) storytellingB) actionC) directionD) key frameE) paceAnswer: EDiff: 1 Page Ref: 281Skill: ConceptAACSB: Communication abilitiesObjective: 9-4


65) Segments of action in a television commercial that occur in a single location are known as ________.A) scenesB) segmentsC) key framesD) storyboardsE) scriptsAnswer: ADiff: 1 Page Ref: 281Skill: ConceptAACSB: Communication abilitiesObjective: 9-4

66) The visual that sticks in the mind and becomes the image that viewers remember when they think about the commercial is known as the ________.A) brand personalityB) key frameC) taglineD) elemental visualE) scripted visualAnswer: BDiff: 1 Page Ref: 281Skill: ConceptAACSB: Communication abilitiesObjective: 9-4

67) 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 frameB) scriptC) storyboardD) storylineE) action planAnswer: CDiff: 1 Page Ref: 282Skill: ConceptAACSB: Communication abilitiesObjective: 9-4


68) What is the most common form of online advertising?A) superstitialsB) pop-upsC) mobile adsD) testimonialsE) banner adsAnswer: EDiff: 2 Page Ref: 282Skill: ConceptAACSB: Use of information technologyObjective: 9-5

69) 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-insB) readersC) visualsD) key wordsE) click-throughsAnswer: EDiff: 1 Page Ref: 283Skill: ConceptAACSB: Use of information technologyObjective: 9-5

70) Which of the following statements is false regarding copywriting in a global environment?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 is fraught with possible communication blunders.C) Most international campaigns are not literally translated.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) 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.Answer: DDiff: 2 Page Ref: 284Skill: ConceptAACSB: Multicultural and diversity understandingObjective: 9-5


71) If a message tries to convey abstract qualities, such as justice and quality, words tend to communicate these concepts more easily than pictures.Answer: TRUEDiff: 2 Page Ref: 261Skill: ConceptAACSB: Communication abilitiesObjective: 9-1

72) The person who shapes and sculpts the words in an advertisement is called the creative director.Answer: FALSEDiff: 1 Page Ref: 261Skill: ConceptAACSB: Communication abilitiesObjective: 9-1

73) Effective copy is succinct and single-minded.Answer: TRUEDiff: 3 Page Ref: 263Skill: ConceptAACSB: Communication abilitiesObjective: 9-1

74) One tip for writing effective copy is to use evocative or figurative language to build a picture in the consumer's mind.Answer: TRUEDiff: 2 Page Ref: 263Skill: ConceptAACSB: Communication abilitiesObjective: 9-1

75) Formulaic advertising copy, called adese, violates guidelines for writing effective copy described in this chapter.Answer: TRUEDiff: 2 Page Ref: 265Skill: ConceptAACSB: Communication abilitiesObjective: 9-1

76) The two categories of copy in print advertising are display copy and body copy.Answer: TRUEDiff: 2 Page Ref: 265Skill: ConceptAACSB: Communication abilitiesObjective: 9-2


77) Display copy includes the elements that are designed to be read and absorbed, such as the text of the ad message and captions.Answer: FALSEDiff: 1 Page Ref: 265Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

78) Good headlines interrupt readers' scanning and get their attention, present the selling premise, and lead to conviction.Answer: FALSEDiff: 2 Page Ref: 268Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

79) An assertion headline politely tells the reader to do something.Answer: FALSEDiff: 2 Page Ref: 268Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

80) Association headlines use image and lifestyle to get attention and build interest.Answer: TRUEDiff: 2 Page Ref: 269Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

81) Subheads are short, catchy, and particularly memorable phrases used at the end of an ad to complete or wrap up the creative idea.Answer: FALSEDiff: 1 Page Ref: 270Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

82) The literary technique of parallel construction uses repetition of sounds.Answer: FALSEDiff: 3 Page Ref: 271Skill: ConceptAACSB: Communication abilitiesObjective: 9-2


83) The two paragraphs that get the most attention in body copy are the lead and the follow-up paragraph.Answer: FALSEDiff: 2 Page Ref: 272Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

84) All print ads end with a call to action with instructions on how to respond.Answer: FALSEDiff: 2 Page Ref: 272Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

85) The most important characteristic of copywriting for outdoor advertising is brevity.Answer: TRUEDiff: 2 Page Ref: 274Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

86) Experts suggest that copywriters use no less than 20 words in outdoor advertising copy.Answer: FALSEDiff: 3 Page Ref: 274Skill: ConceptAACSB: Communication abilitiesObjective: 9-2

87) The tools of radio copywriting include voice, music, and sound effects.Answer: TRUEDiff: 2 Page Ref: 275Skill: ConceptAACSB: Communication abilitiesObjective: 9-3

88) The most important element in radio advertising is the human voice.Answer: TRUEDiff: 2 Page Ref: 275Skill: ConceptAACSB: Communication abilitiesObjective: 9-3


89) Radio advertising relies on conversational style and vernacular language.Answer: TRUEDiff: 2 Page Ref: 275Skill: ConceptAACSB: Communication abilitiesObjective: 9-3

90) Slang is usually effective in radio advertising.Answer: FALSEDiff: 3 Page Ref: 275Skill: ConceptAACSB: Communication abilitiesObjective: 9-3

91) Storytelling is one way that copywriters can present action in a television commercial more powerfully than in other media.Answer: TRUEDiff: 2 Page Ref: 277Skill: ConceptAACSB: Communication abilitiesObjective: 9-4

92) Television copywriters have two primary toolkits: video and audio.Answer: TRUEDiff: 2 Page Ref: 278Skill: ConceptAACSB: Communication abilitiesObjective: 9-4

93) Music serves the same function in both radio and television advertising.Answer: FALSEDiff: 2 Page Ref: 278Skill: ConceptAACSB: Communication abilitiesObjective: 9-4

94) 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.Answer: FALSEDiff: 2 Page Ref: 280Skill: ConceptObjective: 9-4


95) The people appearing in a television commercial are referred to as the talent.Answer: TRUEDiff: 1 Page Ref: 280Skill: ConceptObjective: 9-4

96) The key set is what sticks in the mind and becomes the image that viewers remember when they think about the commercial.Answer: FALSEDiff: 2 Page Ref: 281Skill: ConceptAACSB: Communication abilitiesObjective: 9-4

97) The storyboard is the visual plan or layout of the commercial.Answer: TRUEDiff: 1 Page Ref: 282Skill: ConceptAACSB: Communication abilitiesObjective: 9-4

98) One way to make banner ads more effective is to change the offer frequently, perhaps even daily.Answer: TRUEDiff: 2 Page Ref: 283Skill: ConceptAACSB: Use of information technologyObjective: 9-5

99) The principles of good copywriting are not really applicable to web ads.Answer: FALSEDiff: 2 Page Ref: 283Skill: ConceptAACSB: Communication abilitiesObjective: 9-5

100) Standardizing the copy content by translating the appeal to the language of the foreign market is fraught with possible communication blunders.Answer: TRUEDiff: 1 Page Ref: 283-284Skill: ConceptAACSB: Multicultural and diversity understandingObjective: 9-5


101) The more elaborate the copy, the greater its impact is likely to be.Answer: FALSEDiff: 2 Page Ref: 263Skill: ApplicationAACSB: Reflective thinking skillsObjective: 9-1

102) Incorrect grammar has no place in advertising copy.Answer: FALSEDiff: 2 Page Ref: 264Skill: ApplicationAACSB: Reflective thinking skillsObjective: 9-1

103) "Your-name-here-copy" is most effectively used in corporate advertising.Answer: FALSEDiff: 2 Page Ref: 265Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 9-1

104) "Pork. The other white meat" is an example of a slogan that cues the product.Answer: TRUEDiff: 2 Page Ref: 271Skill: ApplicationAACSB: Analytic skillsObjective: 9-2

105) Because of the clutter in newspapers, the copy in newspaper advertisements has to work harder than other kinds of advertising to catch the attention of its audience.Answer: FALSEDiff: 3 Page Ref: 273Skill: ApplicationAACSB: Reflective thinking skillsObjective: 9-2

106) Compare and contrast display copy and body copy.Answer: The two categories of copy that print advertising uses are display copy and body copy (or text). Display copy includes all elements that readers see in their initial scanning. These elements –headlines, subheads, call-outs, taglines, and slogans –usually are set in larger type sizes than body copy and are designed to get attention and to stop the viewer's scanning. Body copy includes the elements that are designed to be read and absorbed, such as the text of the ad message and captions.Diff: 2 Page Ref: 265-266Skill: SynthesisAACSB: Communication abilitiesObjective: 9-2


107) Name and describe the types of direct- and indirect-action headlines.Answer: Types of direct-action headlines:(1) Assertion –States a claim or a promise that will motivate someone to try the product.(2) Command –Politely tells the reader to do something.(3) How-To Heads –People are rewarded for investigating a product when the message tells them how to use it or how to solve a problem.(4) News Announcements –Used with new-product introductions, but also with changes, reformulations, new styles, and new uses. The news value is thought to get attention and motivate people to try the product.

Types of indirect-action headlines:(1) Puzzles –Used strictly for their curiosity and provocative power. Puzzling statements, ambiguities, and questions require the reader to examine the body copy to get the answer or explanation. The intention is to pull readers into the body copy.(2) Associations –Use image and lifestyle to get attention and build interest.Diff: 3 Page Ref: 268-269Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-2

108) Name and describe the five standard approaches to writing body copy in print ads.Answer: (1) Straightforward –Factual copy usually written in the words of an anonymous or an unacknowledged source.(2) Narrative –tells a story in first person or third person.(3) Dialogue –Lets the reader "listen in" on a conversation.(4) Explanation –Explains how something works.(5) Translation –Technical information, such as that written for the high-tech and medical industries, must be defined and translated into understandable language.Diff: 3 Page Ref: 272Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-2


109) Compare and contrast copywriting for radio and copywriting for television.Answer: Because radio is a transitory medium, the ability of the listener to remember facts is difficult, so copywriters repeat the key points of brand name and identification information. Radio is pervasive in that it surrounds many of our activities, but it is seldom the listener's center of attention and usually in the background. Radio's special advantage, referred to as theater of the mind, is that the story is visualized in the listener's imagination. The copywriter has all the theatrical tools of voices, sound effects, and music, but no visuals. The most important element in radio advertising is voices, which are heard in jingles, spoken dialogue, and announcements. Radio advertising also relies on conversational style and vernacular language. Guidelines for writing effective radio copy include:(1) Keep it personal(2) Speak to listeners' interests(3) Wake up the inattentive(4) Make it memorable(5) Include call to action(6) Create image transfer

Television copywriters understand that it is the moving image, the action, which makes television so much more engaging than other media. The challenge for the writer is to fuse the images with the words to present not only a creative concept, but also a story. One of the strengths of television, then, is its ability to reinforce verbal messages with visuals or reinforce visuals with verbal messages. Viewers watching a program they enjoy often are absorbed to a degree only slightly less than that experienced by people watching a movie in a darkened theater. Effective television commercials can achieve this level of audience absorption if they are written to maximize the dramatic aspects of moving images and storytelling. Television copywriters have two primary tools: their audio and visual toolkits. Diff: 3 Page Ref: 275-280Skill: SynthesisAACSB: Communication abilitiesObjective: 9-3


110) What is the most common form of Internet advertising, and what must the copywriter think about when developing these ads?Answer: The most common form of online advertising is small banner ads containing text, images, and perhaps animation. The key to stopping surfers is vivid graphics and clever phrases. To grab the surfer, the copywriter must think about:(1) Offering a deal that promises a discount or a freebie as a prize.(2) Using an involvement device such as a challenge or contest.(3) Changing the offer frequently, perhaps even daily. One of the reasons people surf the Net is to find out what's happening now.(4) Keeping the writing succinct because most surfers have short attention spans and get bored easily.(5) Focusing surfers' attention by asking provocative questions or offering knowledge they can use.(6) Using the advertisement to solicit information and options from users as part of the research.Diff: 3 Page Ref: 282-283Skill: SynthesisAACSB: Use of information technologyObjective: 9-5

111) As described in the chapter's opening vignette, what tagline captured the Big Idea in the campaign for Chick-fil-A?A) Cows for Chick-fil-AB) Chicken is good foodC) Finger Lickin' GoodD) Eat Mor ChikinE) America's Best Loved Chicken SandwichAnswer: DDiff: 2 Page Ref: 259Skill: ApplicationAACSB: Communication abilitiesObjective: 9-1

112) 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. Gwen works as a(n) ________.A) art directorB) creative directorC) copywriterD) wordsmithE) proofreaderAnswer: CDiff: 2 Page Ref: 261Skill: ApplicationAACSB: Reflective thinking skillsObjective: 9-1


113) Michelle just got her first job as a copywriter. Which of the following is NOT a characteristic of writing effective copy that Michelle should use?A) be succinctB) get personalC) be conversationalD) use varietyE) use gimmicksAnswer: EDiff: 2 Page Ref: 263Skill: ApplicationAACSB: Reflective thinking skillsObjective: 9-1

114) Which of the following is the most accurate statement about humor in advertising?A) The goal is to generate awareness and recall of a simple message.B) If the ad is funny enough, what it's advertising is less important.C) The target audience for funny ads is mainly middle-aged women.D) Humor works best in print.E) The audience should have a high need for cognition.Answer: ADiff: 2 Page Ref: 264Skill: ApplicationAACSB: Communication abilitiesObjective: 9-1

115) An advertisement for an exercise bike exclaimed "Get fit as a fiddle!" Which of the following best describes this copy?A) adeseB) parallel constructionC) brag-and-boast copyD) your-name-here copyE) rhymeAnswer: ADiff: 3 Page Ref: 265Skill: ApplicationAACSB: Analytic skillsObjective: 9-1


116) 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) overlinesB) underlinesC) body copyD) call-outsE) cut-outsAnswer: DDiff: 2 Page Ref: 267Skill: ApplicationAACSB: Analytic skillsObjective: 9-2

117) The advertising agency for Ford Focus wants to test which of the two headlines it is 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?A) end-run testingB) headline testC) split-run testD) dual testE) direct testAnswer: CDiff: 2 Page Ref: 268Skill: ApplicationAACSB: Reflective thinking skillsObjective: 9-2

118) A headline for a magazine ad states "Lose up to 10 pounds this weekend!" Which type of headline does this best represent?A) commandB) news announcementC) associationD) assertionE) promiseAnswer: DDiff: 2 Page Ref: 268Skill: ApplicationAACSB: Reflective thinking skillsObjective: 9-2


119) A Johnson & Johnson campaign for the company's "Healthy People" initiative includes posters with the headline "Keep your spirit pure" with no more information in the headline. This is an example of an indirect headline or a(n) ________ headline.A) how-to B) blindC) actionD) targetE) identifyingAnswer: BDiff: 2 Page Ref: 269Skill: ApplicationAACSB: Analytic skillsObjective: 9-2

120) For several years, Nike included the phrase "Just Do It" in all of its advertisements, print and television. This phrase is an example of a(n) ________.A) captionB) underlineC) sloganD) call-outE) body copyAnswer: CDiff: 2 Page Ref: 270Skill: ApplicationAACSB: Analytic skillsObjective: 9-2

121) 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 find out more about the health value of different meal combinations before they order. George has written ________.A) underline materialB) taglinesC) collateral materialD) slogansE) overline materialAnswer: CDiff: 2 Page Ref: 274Skill: ApplicationAACSB: Analytic skillsObjective: 9-2


122) 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 technique should the company use to convey its television ad on the radio?A) keep it personalB) speak to listeners' interestsC) make it memorableD) image transferE) call to actionAnswer: DDiff: 3 Page Ref: 277Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 9-3

123) What element is essential in visual storytelling, as shown in audience reactions to the video of Susan Boyle on Britain's Got Talent?A) animationB) element of surpriseC) beautiful visualsD) emotional engagementE) positive feedbackAnswer: DDiff: 2 Page Ref: 279Skill: ApplicationAACSB: Reflective thinking skillsObjective: 9-4

124) Vardaman Toyota routinely shoots television commercials in its car lot rather than in a studio. These commercials are shot ________.A) off-scriptB) on-locationC) out-backD) off-frameE) off-lotAnswer: BDiff: 2 Page Ref: 280Skill: ApplicationAACSB: Analytic skillsObjective: 9-4


125) Howard Computers is a manufacturer of portable medical laptop computers, which are more technical than a typical laptop computer. Howard Computers 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?A) parallel constructionB) narrativeC) dialogueD) rhythm and alliterationE) translationAnswer: EDiff: 2 Page Ref: 272Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 9-2

126) If a company wants to advertise in a print medium that is unintrusive, straightforward, and informative, what medium should it choose?A) newspaperB) televisionC) radioD) posterE) billboardAnswer: ADiff: 2 Page Ref: 273Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 9-2


Refer to the following scenario to answer the questions below.

Travelocity.com is an online travel agency that advertises that users will get the best prices on airfare, hotels, and rental cars. Travelocity.com uses the "Traveling Gnome" in its television commercials, often in humorous situations. For example, a recent ad showed the gnome in Europe where he plugged an American appliance (i.e., hair dryer) into a socket and was shocked across the room. All that was shown of him when the smoke cleared was the top of his gnome hat down behind a chair, and he said, "Am I going to die?"

127) The "Traveling Gnome" is most accurately classified as which of the following?A) announcerB) spokespersonC) character typeD) celebrityE) talking headAnswer: BDiff: 3 Page Ref: 280Skill: ApplicationAACSB: Analytic skillsObjective: 9-4

128) Most audience members who see this commercial remember the image of the Traveling Gnome being jolted across the room. This visual is known as a(n) ________.A) action pointB) visual pointC) key visualD) key frameE) primary frameAnswer: DDiff: 2 Page Ref: 281Skill: ApplicationAACSB: Analytic skillsObjective: 13-4

129) 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) storyboardB) scene-by-scene planC) scriptD) action planE) progression sheetAnswer: ADiff: 2 Page Ref: 282Skill: ApplicationAACSB: Analytic skillsObjective: 9-4


130) Because Travelocity.com is an online travel agency, it's only natural that it would use web advertising, particularly banner ads. The banner ads offered a discount for first-time users. What online copywriting strategy is this employing?A) focusing surfers' attentionB) using an involvement deviceC) changing the offer frequentlyD) keeping the writing succinctE) offering a dealAnswer: EDiff: 2 Page Ref: 283Skill: ApplicationAACSB: Analytic skillsObjective: 9-5

131) Describe the Chick-fil-A campaign that was described in the chapter's opening vignette.Answer: The "Eat Mor Chickin" campaign featured cows encouraging people to eat more chicken rather than burgers.Diff: 2 Page Ref: 259Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-1

132) List five characteristics for writing effective copy that were given in the chapter.Answer: Students can list any five of the following:(1) Be succinct.(2) Be single-minded.(3) Be specific.(4) Get personal.(5) Keep a single focus.(6) Be conversational.(7) Be original.(8) Use variety.(9) Use imaginative description.Diff: 2 Page Ref: 263Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-1


133) 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 two general principles that she likely uses when developing a headline for an ad.Answer: Because headlines are so important, some general principles guide their development and explain the particular functions they serve:(1) A good headline will attract only those who are prospects; there is no sense in attracting people who are not in the market.(2) The headline must work in combination with the visual to stop and grab the reader's attention.(3) The headline must also identify the product and brand, and start the sale. The selling premise should be evident in the headline.(4) The headline should lead readers into the body copy.Diff: 2 Page Ref: 268Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-2

134) A magazine ad for Aveeno moisturizing lotion states, "Get healthy skin for life." Identify and describe the type of headline this illustrates.Answer: This is an example of a direct-action headline known as assertion. An assertion is a headline that states a claim or a promise that will motivate someone to try the product.Diff: 3 Page Ref: 268Skill: ApplicationAACSB: Reflective thinking skillsObjective: 9-2

135) 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 quote when you visit Geico's web site. Identify and describe the type of headline this illustrates.Answer: This is an example of a direct-action headline and is best described as a how-to headline. With a how-to headline, people are rewarded for investigating a product when the message tells them how to use it or how to solve a problem. However, an argument can be made that this is also an example of an assertion headline, which is one that states a claim or a promise that will motivate someone to try the product.Diff: 3 Page Ref: 268Skill: ApplicationAACSB: Reflective thinking skillsObjective: 9-2


136) You are going to lead the creative team in coming up with a new slogan for a client. List three techniques copywriters use to create catchy slogans.Answer: Techniques for creating catchy slogans:(1) Direct Address(2) Startling or Unexpected Phrase(3) Rhyme, Rhythm, Alliteration –Uses repetition of sounds(4) Parallel Construction –Uses repetition of the structure of a sentence or phrase(5) Cue for the Product(6) Music(7) Combination of the above techniquesDiff: 2 Page Ref: 271Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-2

137) What is a major advantage of newspaper advertising?Answer: Newspaper advertising is one of the few types of advertising that is not considered intrusive because people consult the paper as much to see what is on sale as to find out what is happening. For this reason, the copy does not have to work as hard as other kinds of advertising to catch attention. The ads don't have to entertain, and most copy is straightforward, informative, and brief.Diff: 2 Page Ref: 273Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-2

138) What is an advantage of magazine advertising over newspaper advertising?Answer: Magazines offer better-quality ad production. Ads can be more informative and carry longer copy than do newspapers.Diff: 2 Page Ref: 273Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-2

139) What kind of writing should a copywriter use when creating an ad that will be placed in a directory?Answer: For directory advertising, it's advisable to use a headline that focuses on the service or store personality unless the store's name is a descriptive phrase. Complicated explanations don't work well because there is little space. It is not wise to include information that is subject to change because the directory is published only once a year.Diff: 2 Page Ref: 273Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-2


140) Describe the purpose of product literature. What are the identifying characteristics of product literature?Answer: Product literature (or collateral material) is used in support of an advertising campaign. Brochures and pamphlets and other materials provide details about a product, company, or event. Typically, product literature is a heavy-copy format, or at least a format that provides room for explanatory details along with visuals; the body copy may dominate the piece. Diff: 3 Page Ref: 273Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-2

141) 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?Answer: In radio advertising, the tools are the audio elements: voice, music, and sound effects. The most important element is voices. Music can be used behind the dialogue to create a mood or establish a setting. Sound effects are described in radio script and are important in making a commercial attention-getting and memorable.Diff: 2 Page Ref: 275Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-3

142) What are some of the guidelines for writing effective radio commercials that address the distinctive characteristics of radio advertising?Answer: The guidelines discussed in the text are:(1) Keep it personal(2) Speak to listeners' interests(3) Wake up the inattentive(4) Make it memorable(5) Include call to action(6) Create image transferDiff: 2 Page Ref: 276-277Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-3

143) 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.Answer: Most of the programming on television is narrative, so commercials use storytelling to take advantage of the medium's strength. TV can dramatize the situation in which a product is used and the type of people using it. Stories can be riveting if they are well told, but they must be imaginative to hold their own against the programming that surrounds them.Diff: 2 Page Ref: 278Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-4


144) Jane is interning at an advertising agency for the summer, and she is assisting a television copywriter named Harold. To help her get started, Harold provides her with some general principles that are relevant for most effective television commercials. List three of the principles he could have discussed with her.Answer: Students can discuss any of the following three:(1) What's the Big Idea you need to get across?(2) What's the benefit of that Big Idea, and who does it benefit?(3) How can you turn that benefit into a visual element?(4) Gain the interest of your viewer at the beginning; the first three seconds are critical.(5) Focus on a key visual, a scene that encapsulates your entire selling message into one neat package.(6) Be single-minded –Tell one important story per commercial.(7) Observe the rules of good editing.(8) Try to show the product in close-up at the end.Diff: 2 Page Ref: 281Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-4

145) 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.Answer: The web is more interactive than any other medium. Not only does the viewer initiate the contact, but viewers can send e-mail on many, if not most, web sites. This makes web advertising more like two-way communication, and that's a major point of difference from other advertising forms. Diff: 3 Page Ref: 282-283Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-5

146) Discuss problems advertisers might face when translating copy into another language. How can these problems be addressed?Answer: Headlines in any language often rely on a play on words, themes that are relevant to one country, or slang. Because these verbal techniques don't cross borders well, copywriters must remove them from the advertising unless the meaning or intent can be re-created in other languages. For this reason, international campaigns are not literally translated. A back translation of the ad copy from the foreign language into the domestic one is always a good idea, but it never conveys a complete cultural interpretation.Diff: 3 Page Ref: 283-284Skill: SynthesisAACSB: Multicultural and diversity understandingObjective: 9-5


Refer to the passage below to answer the following questions.

Advertisements for a particular brand of soap include the phrase, "Love the skin you're in." Print ads usually show a close-up of a young woman's clean face, and the copy is usually written as if she is telling the reader the benefits of this soap. She explains how soft your skin will feel and how much you will love that feeling. The copy of this ad was translated into several foreign languages so that it could be used globally. However, German women thought it was strange to use the word love in reference to something other than another person.

147) The phrase "Love the skin you're in" appears in every ad for this product. Explain what element of copy this represents.Answer: This represents a slogan, which is a distinctive catch phrase that serves as a motto for a campaign, brand, or company. It is used across a variety of marketing communication messages and over an extended period of time. Slogans, which are repeated from ad to ad as part of a campaign or a long-term brand identity effort, also may be used as taglines.Diff: 2 Page Ref: 270Skill: SynthesisAACSB: Reflective thinking skillsObjective: 9-2

148) One copy element of the print ad explained 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?Answer: Call-outs are sentences that float around the visual (i.e., the young woman's face), usually with a line or arrow pointing to some specific element (i.e., her skin) in the visual that they name and explain.Diff: 2 Page Ref: 267Skill: ApplicationAACSB: Analytic skillsObjective: 9-2

149) Which standard approach to writing body copy does this print ad represent?Answer: This example is best described as narrative because it tells a story in the first person.Diff: 2 Page Ref: 272Skill: ApplicationAACSB: Analytic skillsObjective: 9-2

150) Explain why this ad was less well received in Germany than in the United States. Answer: The word love may be used differently in Germany; it may not typically be used to refer to things rather than people.Diff: 3 Page Ref: 283-284Skill: Critical ThinkingAACSB: Multicultural and diversity understandingObjective: 9-5


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G.A.M Chapter 9