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Which approach uses emotional appeals or images to create a response based on attitudes, moods, dreams, and feelings?
A) persuasive sell
B) head sell
C) hard sell
D) soft sell
D) soft sell
It is most accurate to say that an ad that means something to the target audience is ___ .
a) original
b) creative
c) divergent
d) unexpected
d) unexpected
A distinctive catch phrase that serves as a motto for a campaign, brand, or company is known as a ___ .
a) underline
b) call out
c) slogan
c) slogan
DAILY DOUBLE: In which print medium can ads be more informative and carry longer copy?
a) newspapers
b) magazines
c) directories
b) magazines
Which of the following is a tool of radio advertising?
a) headline
b) body copy
c) voice
c) voice
Which of the following is a style of thinking that explores multiple possibilities?
a) rational thinking
b) divergent thinking
c) logical thinking
b) divergent thinking
Which of the following involves moving from the safety of predictable business language in a strategy statement to an original idea?
a) creative leap
b) creative gap
c) brainstorming process
a) creative leap
___ includes the elements in a print ad that are designed to be read and absorbed.
a) adese
b) brag and boast copy
c) news copy
d) body copy
d) body copy
A type of formula writing that is full of cliches, superlatives, stock phrases, and vague generalities is known as ____ .
a) key copy
b) adese
c) news copy
b) adese
The person who shapes and sculpts the words in marketing communication is called a ___ .
a) art director
b) copywriter
c) account manager
b) copywriter
The ROI of creativity stands for ___ .
a) real, original and intense
b) relevant, original, and impact
c) relevant, original, and intense
b) relevant, original, and impact
An informational message that is designed to touch the mind and create a response based on logic is known as a ___ sell.
a) persuasive
b) direct
c) hard
d) soft
c) hard
Which copy element develops the sales message, states the argument, summarizes the proof and provides an explanation?
a) headline
B) caption
c) body copy
d) display copy
c) body copy
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) underline
b) caption
c) call to action
c) call to action
An advertisement for an exercise bike states, "get fit as a fiddle fast!" Which of the following literary techniques is used in this advertisement?
a) alliteration
b) combination
c) parallel construction
a) alliteration
Which type of advertising message tells a story about the products, using characters who speak to each other rather than the audience?
a) hard sell
b) lecture
c) demonstration
d) drama
d) drama
In which advertising message does a speaker present evidence and use an argument to persuade the audience?
a) soft sell
b) lecture
c) teaser
d) appeal
b) lecture
a) startling phase
b) rhyme, rhythm, alliteration
c) direct address
b) rhyme, rhythm, alliteration
Radio's special advantage, referred to as ___, is that the story is visualized in the listener's imagination.
a) theater of the mind
b) emotional resonance
c) image enhancement
a) theater of the mind
What is the most important characteristic of copywriting for outdoor advertising?
a) rhythm
b) call to action
c) brevity
c) brevity
Which of the following is NOT a rational customer focused selling premise?
a) benefit
b) reason why
c) unique selling proposition
d) resonance
d) resonance
Which of the following is prepared by the account planner to summarize the basic marketing and advertising strategy?
a) creative brief
b) positioning statement
c) message objective
d) unique selling proposition
a) creative brief
Which of the following are the two categories of copy that print advertising uses?
a) display and body
b) headline and text
c) tagline and slogan
a) display and body
In preparation for the filming of a television ad for a new line of organic coffee, Tara has analyzed the auditions of 10 actors and actresses who hope to play one of the two characters in the commercial. Tara is in the process of __ .
a) framing
b) casting
c) storyboarding
b) casting
Which of the following involves an announcer who is not visible describing some kind of action taking place on screen?
a) voice over
b) remote voice
c) ghost voice
a) voice over