Question 1

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 ________.

Accepted Answer

The sentences and lines pointing to specific body parts are call-outs, which are used to draw attention to specific features or benefits of the product being advertised.

Question 2

Which of the following is the most accurate statement about humor in advertising?

Accepted Answer

Humor in advertising is primarily used as a tool to grab the viewer's attention and create positive associations with a brand or product. While humor can increase recall and likability, the ultimate goal is to communicate a simple message about the brand or product. Therefore, option A is the most accurate statement. Option B is a common misconception but is not necessarily true as people may remember the humor but forget the product or brand being advertised, which defeats the purpose of the ad. Option C and D are both incorrect as the target audience and format for funny ads can vary widely depending on the product and campaign. Option E is also incorrect as high need for cognition is not a necessary factor for the effectiveness of humor in advertising.

Question 3

What is the most common form of Internet advertising, and what must the copywriter think about when developing these ads?

Accepted Answer

The answer of What is the most common form of...

Question 4

Name and describe the types of direct- and indirect-action headlines.

Accepted Answer

The answer of Name and describe the types of direct-...

Question 5

As described in the chapter's opening vignette, what tagline captured the Big Idea in the campaign for Chick-fil-A?

Accepted Answer

The tagline that captured the Big Idea in the campaign for Chick-fil-A was "Eat Mor Chikin." This tagline featured cows urging people to eat more chicken, which aligned with the brand's emphasis on high-quality, chicken-based products.

Question 6

Incorrect grammar has no place in advertising copy.

Accepted Answer

While correct grammar is generally preferred, some advertising copy intentionally uses incorrect grammar for stylistic purposes or to better connect with the target audience.

Question 7

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?

Accepted Answer

The test that the agency can conduct to determine which headline will have the greatest impact on the target audience is a split-run test. In this test, the agency can run two versions of the ad with the two different headlines in two separate but equal groups of the target audience. By comparing the response rates to each ad, the agency can determine which headline had the greatest impact.

Question 8

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.

Accepted Answer

The answer of Because of the clutter in newspapers, the...

Question 9

"Your-name-here-copy" is most effectively used in corporate advertising.

Accepted Answer

"Your-name-here copy" is a generic and impersonal approach to advertising, which is less effective in engaging customers or creating a memorable brand experience compared to personalized and targeted advertising strategies.

Question 10

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?

Accepted Answer

Using gimmicks in copywriting can often be seen as unprofessional and can undermine the credibility of the message being conveyed. Therefore, it is not a characteristic of effective copywriting.

Question 11

Name and describe the five standard approaches to writing body copy in print ads.

Accepted Answer

The answer of Name and describe the five standard approaches...

Question 12

"Pork. The other white meat" is an example of a slogan that cues the product.

Accepted Answer

The slogan "Pork. The other white meat" was a famous advertising campaign by the National Pork Board in the 1980s and 1990s to promote pork as a healthier and leaner alternative to other meats. The slogan is a clear cue for the product - pork.

Question 13

An advertisement for an exercise bike exclaimed "Get fit as a fiddle!" Which of the following best describes this copy?

Accepted Answer

The answer of An advertisement for an exercise bike exclaimed...

Question 14

Compare and contrast copywriting for radio and copywriting for television.

Accepted Answer

The answer of Compare and contrast copywriting for radio and...

Question 15

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)________.

Accepted Answer

A copywriter is responsible for writing the text of advertisements or promotional materials. They must have a strong command of language and the ability to evoke emotions and persuade through words. This fits with Gwen's job of shaping and sculpting words in an advertisement. The other choices, while related to the creative process of advertisement, do not accurately describe Gwen's specific role.

Question 16

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.

Accepted Answer

This is an example of a blind headline, which does not reveal the full message in the headline itself but encourages readers to learn more about the campaign or product.

Question 17

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)________.

Accepted Answer

A slogan is a catchy phrase or motto used by a company to advertise their brand or product. "Just Do It" is a memorable and iconic slogan used by Nike to appeal to athletes and inspire them to take action.

Question 18

The more elaborate the copy, the greater its impact is likely to be.

Accepted Answer

The impact of copy depends on its effectiveness in conveying the message, engaging the audience, and motivating them to take action. Sometimes, simple and concise copy can be more impactful than lengthy and elaborate copy that becomes tedious for the reader. Ultimately, the impact of copy is determined by its ability to resonate with the target audience and achieve the desired result.

Question 19

Compare and contrast display copy and body copy.

Accepted Answer

The answer of Compare and contrast display copy and body...

Question 20

A headline for a magazine ad states "Lose up to 10 pounds this weekend!" Which type of headline does this best represent?

Accepted Answer

The answer of A headline for a magazine ad states...

Quiz 9: Copywriting