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Test your basic knowledge |
Copywriting
Start Test
Study First
Subject
:
writing-skills
Instructions:
Answer 50 questions in 15 minutes.
If you are not ready to take this test, you can
study here
.
Match each statement with the correct term.
Don't refresh. All questions and answers are randomly picked and ordered every time you load a test.
This is a study tool. The 3 wrong answers for each question are randomly chosen from answers to other questions. So, you might find at times the answers obvious, but you will see it re-enforces your understanding as you take the test each time.
1. Commercials are planned with segments of action that occur in a single location
Scenes
Pyramid style
Point-of-purchase
Underlines
2. Tips for writing billboards: Keep your ideas simple and strong - keep sentences short - use _____________ - avoid being indirect and subtle - eliminate non-essential things
Television script
leads which lead to sales
Humor and emotion
Response device
3. Characteristics of Newspaper ads: Retailers know local customers - retailers promote competing brand - the message is more _____
Storyboard
Short life span
Urgent
Sweetener
4. What kind of radio ad often includes obsurd situations?
Dramatized
Wall Mural
Television script
Aerial Banner
5. Two things to remember when sending out direct mail: spell their name right and make sure they aren't _______
Dead
Flat rate
Short life span
Letter
6. Limitations to Radio: Cannot show product - __________ - difficult to test success
Forgettability
Identify advertiser or product
Simple
Transit advertising
7. A technique used in commercials in which an off-camera announcers talks about the on-camera sccene
Pyramid style
Voice-over
Subheads
Stick to time
8. The written version of a television commercial specifying all the video and audio information
24
Television script
Vignette
Tone of voice
9. How many pages is the typical direct mail ad?
Call-outs
Jingle
4
Headline
10. Another word of email ads - Use with caution
In-store advertising
Television script
Spam
Straight
11. Types of Direct Mail Advertising: Postcard - double postcard - self-mailer - _______ - Catalog - Envelope Mailing
Direct Mail Advertising
Letter
Magalog
Humor and emotion
12. How many percent of a newspaper is made up of ads?
70
Scenario
Adese
Key visual
13. Small - often rectangular shaped graphic that appears at the top of a webpage.
Banner ad
Scenes
Hope
Call to action
14. Customers who have already bought from you
Incentives
Dead
Storyboard
House list
15. A word or phrase typed into a search engine to find websites relevant to a certain topic
Subheads
Key words
Body copy
Television script
16. List of contacts that you purchase from companies that put these lists together
Middle
Compiled list
Click-throughs
Humor and emotion
17. What does POP stand for?
Key visual
Scenes
Storyboard
Point-of-purchase
18. What is the type of rate that is based on space purchase and time it is run called?
Collateral materials
Open rate
Brag-and-boast copy
Closing pararaph
19. Advantages of Internet Advertising: Audience - Flexible - ___________ - Inexpensive
4
Immediate Response
Lists
Pyramid style
20. In television - a voice that is coming from an unseen speaker
Off camera
Overlines
Letter
Repeating
21. Pompous writing used in corporate communication that contains generic claims that do not differentiate the company
Captions
Click-throughs
Lists
Your-name-here copy
22. ________ (graphically emphasized copy) should be sometimes 1 sentence and no more than 3 to 5 lines
Sight bites
Television script
Hope
6
23. An image from a commercial that sticks in the mind and becomes the visual that viewers remember when they think about the commercial
Theater of the mind
Tone of voice
Short life span
Key frame
24. Presenting TV ads to others: Story board - Script - __________
Photoboard
Soundtrack of TV
Scenario
Image transfer
25. Formula writing that uses cliches - generalities - stock phrases - and superlatives
Direct mail letter
Adese
Subheads
In-town billboards size
26. Identify sender and receiver - open with EPIC HEADLINE - 1st sentence give mini version of complete message - give them an immediate way to respond such as a link - present copy that covers all benefits - be personal and conversational - use short pa
Call to action
Open rate
Email
3 to 6
27. 2 1/4:1 - ratio of ___________
Magalog
Subheads
In-town billboards size
Key words
28. Commercials shot outside the studio
Your-name-here copy
On location
Voice-over
Underlines
29. Something that gives customers one more reason to purchase your product
Sweetener
Beginning or in the middle
Interstate billboards size
Direct Mail Advertising
30. A series of frames sketched to illustrate how the story line will develop
Underlines
Facilitators
4
Storyboard
31. The title of an ad; it is display copy set in large type to get the reader's attention
Stick to time
Headline
Poster panel
Straight
32. Sectional headlines that are used to break up a section of "gray" type in a large block of copy
Subheads
Adese
Interstate billboards size
Blind headline
33. A concluding line that tells people how to buy the product
Classified display advertisement
Call to action
Sweetener
Point-of-purchase
34. The act of clicking on a button on a website that takes the viewer to a different website
Customer commitment
Click-throughs
Transit advertising
Urgent
35. What way of presenting a TV ad uses pictures and words?
Facilitators
Pace
F
Story board
36. The last paragraph of the body copy in an ad that sums of the selling message - usually ending with a call to action
Closing pararaph
leads which lead to sales
Image transfer
Aerial Banner
37. What should be put last in the radio ad?
Display copy
Phone number
Sell product
12
38. Image that conveys the heart of the concept
Key visual
Jingle
12
Subheads
39. Which part of the AIPI formula is the longest portion of radio ad?
Poster panel
Set
Point-of-purchase
Present sales message
40. The practice of translating ad copy into a second language and then translating that version back into the original language to check the accuracy of the translation
Forgettability
Storyboard
Back translation
3 to 6
41. An indirect headline that gives little information
Blind headline
Stick to time
On location
Sweetener
42. Strategies for retail advertising: store employees - location - price - products - __________ - store stand on issue - truth
Store history
Underlines
Lists
Attention
43. Test used to elaborate on the idea in the headline and serve as a transition in the body copy
Captions
Billboards
Key frame
Underlines
44. Parts of envelope mailing COPY: Features - __________ - Sweeteners - Facilitators - Customer Commitment
Lead paragraph
Vignette
Support Copy
Interstate billboards size
45. A mockup of a television commercial that uses still photos for the frames
Forgettability
Click-throughs
Indirect-action headline
Photoboard
46. _______________ Strengths: Reach Frequency - Continuity - Targetability - Cost Efficiency
Support Copy
Billboards
Storyboard
24
47. Types of TV commercials Demonstration: Story - or Both - ________
Attention
Customer commitment
Testimonials
Theater of the mind
48. AIPI FORMULA: A = ________ - I = Identigy - P = Present sales message - I = Initiate action
Set
Attention
Hope
Beginning or in the middle
49. How many inches wide is a typical newspaper column?
Testimonials
Point-of-purchase
In-store advertising
12
50. A written version of a radio commercial used to produce the commercial
Click-throughs
Collateral materials
Off camera
Radio script