ad100 Flashcards
a/an _ compares two things on the basis of a similar feature
metaphor
which of these is not one of the functions of a headline
distract readers from body copy
a _ states that one thing is “like” something else
simile
the _ most ads start with a lead-in paragraph that bridges the headline and the rest of the copy
standard copy
imply that consumers will be worse off
reverse benefit
you know the routine: “I said she said”
dialog copy
which of are part of the 18 guidelines for effective copy?
all of these are guidelines for effective copy
communicate a benefit
reinforce the brand name
make an emotional connection to the customer
true or false businesses don’t like to use radio for advertising because it’s more expensive than tv
false
True or False An advantage to radio is low production costs
true
which of the following is not a guideline for writing effective radio?
use loud noises to startle the audience
commercial shows what the product can do better than any other visual, by shown it being used, a comparison of before and after using the product
demonstration
commercial is several brief episodes that are threaded together
vignettes
the consumer can see an actual advantage by using the product or
direct benefit
commercials show real people who have used the product share their experience with it
testimonials
in “the vw trilogy” case, volkswagen’s tv commercial gained an unexpected boost thanks to
social media
true or false, when developing a concept for an internet site, you should remember that you’re looking for interaction, not just a reaction
true
when writing copy for the internet, you should do all but
write more words than regular print
all of these are benefits of direct mail except
mail is the quickest way to connect to customers
what is the most important element of direct mail?
the list
what is the first stage of designing for the internet?
research
when writing copy for the internet, what percentage less should you write compared
to conventional writing?
50%
three examples of interactivity are liking, commenting, and sharing
true
above all else, what drives relationships on social networks?
interactivity
true or false, posting the same content on all social media sites is a good idea
false
planning a successful social media campaign involves all of the following except
all of these are part of a successful campaign
a specific message
planning visuals
determining an entry point
integrated marketing communications (imc) is the coordination of
all marketing communications tools available
sales promotions include coupons, rebates, sampling, and sweepstakes
true
imc includes which of the activities?
all of these
direct marketing
internet marketing
public relations
use of unconventional marketing to pull maximum results from minimal resources is the definition of
guerilla marketing
a premium is an item given free, or greatly discounted, to entice consumers to purchase a brand
true
