Chapter 13: Copywriting

Question 1

What are the four types of ads for which words are crucial?

Answer 1

1) Message complicated
2) High involvement products
3) credibility or authority
4) abstract qualities

Question 2

What is a copywriter?

Answer 2

The person who shapes and sculpts the words in the ad

Question 3

What should be considered in advertising writing style?

Answer 3

Tone of voice

Grammar

Adese (formulaic advertising “But there’s more…”

Question 4

What characteristics are important for a good headline?

Answer 4

Work in combination with the visual to grab attention

Identify the product/brand to start the sale

Lead into the body

Question 5

What are the types of direct action headlines?

Answer 5

Assertion - states a claim

Command - “BUY NOW”

How to headlines - solve a problem

News announcements/factual statement

Question 6

What are types of indirect action headlines?

Answer 6

Puzzles (How do you like yours?)

Associations/play on words

Empathy (if you’re too tired to read this, you probably should)

Question 7

What are some other forms of display copy?

Answer 7

Captions
Sub headings
Straplines
Slogans

Question 8

Why is a caption used?

Answer 8

Second highest readership - serves an information function

Question 9

Why are sub headings used?

Answer 9

Used to break up a large block of copy

Question 10

Why are straplines used?

Answer 10

Short, catchy and memorable phrases used to complete a creative idea

Question 11

Why are slogans used?

Answer 11

Part of a brand identity effort (can also be used as straplines)

Question 12

What is the role of “body copy”

Answer 12

To maintain interest of the reader

Question 13

What is the “lead paragraph”?

Answer 13

The first paragraph of the body copy

Question 14

What is the “closing paragraph”

Answer 14

Refers back to the creative concept and wraps up the big idea - MUST INCLUDE CTA

Question 15

List some writing styles

Answer 15

Straightforward - factual

Narrative - storytelling

Dialogue - conversation

Explanation - how

Translation - getting message across in easy to understand/familiar language

Question 16

Which form of media does not have to work as hard to get the audience’s attention?

Answer 16

Print

Question 17

When copywriting for radio, what should be considered?

Answer 17

Be simple (get message across easily so listener can remember) yet intriguing so that they don’t feel compelled to change the channel

Question 18

When copywriting for web, what should be considered?

Answer 18

More interactive than other mass mediums

Challenged to attract people and manage a dialogue-based comms. experience

Question 19

When copywriting for Video/TV, what should be considered?

Answer 19

Focus on a key visual

Be single minded

Observe rules of good editing

Try to show the product close up at the end

(primacy and recency)