Sample test questions
a. benefits b. proposition c. qualities d. characteristics
True or False A certain amount of inaccuracy in advertising is permissible if the ad is entertaining, represents solid creative effort, and sells the product effectively.
True or False It is probable that you can write a convincing advertisement after conducting only superficial research.
Define an advertising objective. Give an example. The advertising objective is what the advertising is supposed to accomplish. For much advertising, the objective is simple: “Sell more products.”
A sheet which contains information about a product, its audience, an advertising approach, and other information about an advertising situation is called a(n)
a. storyboard b. copy platform c. ad worksheet d. ad approach sheet
What does AIDA stand for? attention-interest-desire-action
What is the function of a headline in an ad? to get the attention to the reader
Name three types of dramatic presentations of a product in an ad. problem-resolution, slice-of-life, documentary-demonstration, fantasy
When developing an ad, what is the first thing writers must know and be able to state?
a. key fact b. headline c. target audience d. objective
True or False An anonymous voice is a type of announcer format.
True or False A silk stocking manufacturer would have little to worry about as far as creating a public controversy if ads for the product said that men preferred women with “shapely, sexy, silky legs.”
Which of the following is the first duty of an ad for any product?
a. attention getting
b. confidence building
c. desire stimulating
d. competition attacking
True or False Clarity is one of the most important goals of the advertising copywriter.
A manufacturer or retailer who invests in advertising
a. expects that advertising to result in more sales
b. knows that advertising cannot work miracles for a product and doesn’t expect it to
c. is usually willing to wait a long time to see the results of the investment
d. is doing so because the law requires it
True or False An ad copywriter should become an expert in the precise meanings and connotations of words.
True or False Advertisements should not try to solve specific problems but rather should be good entertainment and should try to build an organization’s image.
The famous Marlboro man is an advertisement that appeals to the need for
a. empathy b. escape c. exclusiveness d. enchantment
True or False A good advertisement should appeal to as many of the needs listed in the text as possible.
One of the differences between writing advertising copy and writing news copy is that
a. ad copy writers have to have less training
b. news copy writers have to have less training
c. news copy writers must use objective terms while ad copy writers do not
d. ad copy writers are more concerned with syntax
True or False It is essential that the advertising copywriter know who the audience is, who the competition is, what the product has to offer, the reasons the product can deliver, and the mandatory limitations on the product.
True or False One of the most important stylistic rules of advertising copywriting is: “use words efficiently.”
An ad shows a person with a headache, shows him taking the aspirin product, and the headache disappears. This familiar advertising technique is called
a. escapism b. creating needs c. need resolution d. problem/resolution
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