Which of the Following Is the Main Challenge of the Copywriter?
Which of the following is the main challenge of the copywriter?
A) Combining visuals to create a unified whole
B) Writing copy that is effective even if it is "off creative strategy"
C) Extracting ideas from art
D) Creating the mood, tone, or humorous angle that gives the product real value
A copywriter is just starting on a print ad for a new brand of dishwasher detergent.Which of the following is the first step in developing copy for print?
A) Sketching an overall view of the finished ad
B) Meeting with the creative director to brainstorm a list of exciting words to be included
C) Deciding how to use, or not use, the three main components of print copy
D) Writing a few rough headlines and possibly subheads
A headline is effective if it:
A) makes a strong emotional appeal.
B) conveys information not included in the body copy.
C) restates the ideas found in the visuals.
D) motivates readers to move on to the rest of the ad.
An advertisement for a Michigan resort features the headline,"Endless Coast.Endless Sand.Endless Sunset.Endless Time.Lighthouse Harbor Lodge." The primary purpose of this headline is to:
A) identify the brand.
B) establish a tone or emotion.
C) select the audience.
D) give advice to the reader.