Advertising Exam 2, Ch 8

Question 1

Copy

Answer 1

words in the advertisement

Question 2

Examples of words in the advertisement

Answer 2

• Dialogue
• Voiceover
• Headline
• Tagline
• Words in logo
• Body copy

Question 3

Headline is what?

Answer 3

most important copy component of a print ad

Question 4

Direct headline

Answer 4

Product name, product benefit or attribute, straight to the point

Question 5

Indirect headline

Answer 5

Curiosity, word play, makes reader interested in rest of ad, higher readership, doesn’t tell everything

Question 6

Headline tasks

Answer 6

Attract attention, segment readers, lead readers to copy, one ad

Question 7

Tagline

Answer 7

slogans, tasks, etc.

consistent through all ads

Question 8

Tasks

Answer 8

Gain attention, provide consistent like to campaign, summarize brand position

Question 9

What makes an effective Tagline?

Answer 9

Short, easy to remember, trigger thoughts about brand, have logo

Question 10

Logo

Answer 10

visual design representing company or product

Question 11

Component of body copy

Answer 11

Lead paragraph, interior paragraphs, final paragraphs

Question 12

Lead paragraphs

Answer 12

Tied to headline, transition to body copy

Question 13

Interior paragraphs

Answer 13

Details of the ad

Question 14

Final paragraph

Answer 14

Call to action

Question 15

Writing a Good copy

Answer 15

shows benefit To the reader, write to one person, relatable, involves reader, creates credibility, good writing style (conversational)