A radio spot for a local shoe chain begins with the lines, "You walk the dog.You jog the trail.You chase the bus.You go, go, go.You need new shoes." Which two guidelines for successful radio copywriting are used in this ad?
A)Keep sentences short.Use common language.
B)Use attention-getting sounds.Stimulate the imagination.
C)Stimulate the imagination.Repeat the brand name.
D)Select the audience.Give news about the brand.

Question

Quizplus · Accepted Answer

The radio spot follows the guidelines of keeping sentences short and using common language. The phrases are short and easy to understand, making it more effective in grabbing the listener's attention.

Answer: C 
 The radio spot follows the guidelines of stimulating the imagination and repeating the brand name. The phrases "You walk the dog," "You jog the trail," and "You chase the bus" paint a picture in the listener's mind, while repeating the phrase "You need new shoes" reinforces the idea that the shoe chain can provide what the listener needs.

A Radio Spot for a Local Shoe Chain Begins with the Lines