1. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 1 Copywriting

2. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 2 The use of words is crucial in which of the following forms of advertising? 1.Complex 2.Abstract 3.Explanation 4.All of the above

3. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 3 The use of words is crucial in which of the following forms of advertising? 1.Complex 2.Abstract 3.Explanation 4.All of the above Although advertising is highly visual, words are crucial in four types of advertising: complex, high involvement, explanation, and abstract.

4. 1.copywriter 2.technical writer 3.phrase master 4.website designer A _____ shapes and sculpts the words in marketing communication. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 4

5. 1.copywriter 2.technical writer 3.phrase master 4.website designer A _____ shapes and sculpts the words in marketing communication. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 5 The person who shapes and sculpts words in marketing communication is called a copywriter.

6. Effective advertising copy is _____. 1.verbose 2.general 3.focused 4.impersonal Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 6

7. 1.verbose 2.general 3.focused 4.impersonal Effective advertising copy is _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 7 Effective advertising copy is focused on a single idea, rather than on multiple points. In addition, it is specific, succinct, and personal.

8. To develop the right “tone of voice” in advertisements, copywriters _____. 1.focus on the target audience 2.rely on “your-name-here copy” 3.prefer “brag-and-boast copy” 4.use clichés, superlatives, and stock phrases Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 8

9. 1.focus on the target audience 2.rely on “your-name-here copy” 3.prefer “brag-and-boast copy” 4.use clichés, superlatives, and stock phrases To develop the right “tone of voice” in advertisements, copywriters _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 9 To develop the right tone of voice, copywriters write to the target audience.

10. An effective headline must work with a visual to _____ a reader’s attention. 1.detect 2.stimulate 3.respond to 4.stop and grab Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 10

11. An effective headline must work with a visual to _____ a reader’s attention. 1.detect 2.stimulate 3.respond to 4.stop and grab Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 11 Good headlines interrupt readers’ scanning, grab their attention, and lead them into the advertisement’s body copy.

12. _____ are targeted, informative, and straightforward. 1.Blind headlines 2.Direct-action headlines 3.Indirect-action headlines 4.Brag-and-boast headlines Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 12

13. _____ are targeted, informative, and straightforward. 1.Blind headlines 2.Direct-action headlines 3.Indirect-action headlines 4.Brag-and-boast headlines Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 13 Straightforward and informative, direct-action headlines are highly targeted.

14. As the text of an advertisement, the “body copy” _____. 1.states the argument 2.summarizes the proof 3.provides explanation 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 14

15. As the text of an advertisement, the “body copy” _____. 1.states the argument 2.summarizes the proof 3.provides explanation 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 15 The body copy develops the sales message, states the argument, summarizes the proof, and provides explanation.

16. All of the following except _____ are examples of print media. 1.jingles 2.newspapers 3.magazines 4.product literature Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 16

17. All of the following except _____ are examples of print media. 1.jingles 2.newspapers 3.magazines 4.product literature Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 17 Print media include newspapers, magazines, billboards, posters, and product literature. The primary use of music in radio is a jingle, which is a commercial in song.

18. The special advantage of the narrative format in radio is known as _____. 1.theater of the absurd 2.theater of the mind 3.theater of the clouds 4.theater of the living arts Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 18

19. The special advantage of the narrative format in radio is known as _____. 1.theater of the absurd 2.theater of the mind 3.theater of the clouds 4.theater of the living arts Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 19 Radio’s special advantage, referred to as theater of the mind, is that in a narrative format the story is visualized in the listener’s imagination.

20. A copywriter uses all of the following tools except _____ for radio commercials. 1.voice 2.music 3.captions 4.sound effects Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 20

21. A copywriter uses all of the following tools except _____ for radio commercials. 1.voice 2.music 3.captions 4.sound effects Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 21 In radio advertising, a copywriter uses the following audio tools to create a commercial: voice, music, and sound effects.

22. Television commercials shot outside the studio are said to be filmed _____. 1.al fresco 2.on location 3.in plain sight 4.extemporaneously Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 22

23. Television commercials shot outside the studio are said to be filmed _____. 1.al fresco 2.on location 3.in plain sight 4.extemporaneously Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 23 Commercials shot outside the studio are said to be filmed on location, so the entire crew and cast must be transported somewhere away from the studio.

24. In a TV commercial, the _____ is the image that viewers remember. 1.headline 2.key frame 3.storyboard 4.big picture Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 24

25. In a TV commercial, the _____ is the image that viewers remember. 1.headline 2.key frame 3.storyboard 4.big picture Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 25 The key frame is the shot that sticks in the mind and becomes the image viewers remember when they think about the commercial.

26. Writing for the Web is challenging for copywriters because they must _____. 1.attract visitors to the website 2.manage dialogue-based communication 3.create a one-way communication channel 4.Both 1 and 2 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 26

27. Writing for the Web is challenging for copywriters because they must _____. 1.attract visitors to the website 2.manage dialogue-based communication 3.create a one-way communication channel 4.Both 1 and 2 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 27 The Internet is an interactive medium. As a result, the Web copywriter is challenged to attract visitors to the website and manage a dialogue-based communication experience.

28. The use of _____ is the most common form of advertising on the Internet. 1.banner ads 2.free coupons 3.text messages 4.subliminal suggestions Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 28

29. The use of _____ is the most common form of advertising on the Internet. 1.banner ads 2.free coupons 3.text messages 4.subliminal suggestions Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 29 The most common form of online advertising is small banner ads containing text, images, and animation.

30. 1.Overcoming time zone barriers 2.Developing a product or service 3.Understanding the words in the advertisement 4.None of the above _____ is a serious challenge when writing global brand communication. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 30

31. 1.Overcoming time zone barriers 2.Developing a product or service 3.Understanding the words in the advertisement 4.None of the above _____ is a serious challenge when writing global brand communication. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 31 Understanding the words, as well as the creative idea, is particularly challenging for copywriters who are involved in global brand communication.