Media Writing Quiz # 13

Advertising and public relations

Are closely related businesses.

Have nothing to do with each other

Are competing businesses.

Are virtually the same thing.

Advertising copywriting mostly involves

The art of being creative.

The science of being logical.

Writing jingles.

The art and science of being both creative and logical.

Advertising copywriting mostly involves

The art of being creative.

The science of being logical.

Writing jingles.

The art and science of being both creative and logical.

The headline of a print ad should always

Be informative.

Grab attention.

Ask a question.

Mention the client’s name.

A tagline usually appears

At the end of the copy.

At the beginning of the copy.

In the headline.

In the middle of the copy.

The pop-up ad

Tends to annoy readers.

Can run in any size and format.

Is difficult to ignore.

All of the above.

The best television commercials

Let the audio tell the story.

Are driven by the visual.

Will incorporate many features of the product.

Are always funny.

Television commercials are always more effective than radio commercials.

True

False

A print ad should be written in inverted pyramid style.

True

False

Michael Hissam of Trans-National Executive Communications believes that at the end of the day

You should have told your audience something they didn’t know before.

You should feel like you earned your paycheck.

No particular piece of work really matters that much.

It’s about what you think, not what the audience thinks.

Downward communication is

A reprimand to an employee.

From a person of higher authority to a person of lower authority.

Communication that flows down the channels of an organization.

Only used by small businesses.

Cross-channel communication shares information

Among bosses.

Among employees.

Among workers in the same department.

Among workers in different departments.

Writing for corporations or organizations

Is easier than most types of writing.

Is not as important because it is a visual worl

Tries to create a favorable point of view among the company stakeholders.

Requires the use of a great deal of technical language and jargon.

Within the corporate world the most common communication method is

E-mail.

Twitter.

Facebook.

Snail mail.

A memo differs from e-mail in that

It is less formal.

It is more formal.

It is usually written on paper.

Both b and

The majority of business letters are written in

Indented paragraph format.

Block format.

Bullet points.

Cursive.

You should know the email culture of a company and follow its protocol.

True

False

Memo writing follows many of the same guidelines as email writing.

True

False

One of three key needs writers strive to _____ amond readers is action statements.

Satisfy

Suffice

Satiate

None of the above

The group of people media practitioners hope to reach with their content is called _____.

Audience

Viewers

Journalists

Law-makers

Audience segmentation divides people into groups to target people more effectively.

True

False

Conflict is one of five key interest elements that emphasizes a situation for a mutually exclusive goal.

True

False

Demographics is a ______.

Quantitative

Qualitative

Deductive

Objective

_____ assesses the degree to which a writer can explain the information to the reader in an interesting way.

Engagement

Conflict

Immediacy

Impact

Fame  element emphasizes the overall importance of the individual involved in the content.

True

False

FOCII is a _____ device helpful in remembering interesting elements.

Memory

Fame

Learning

Storage

An audience characteristic media practitioners rely on to target audience members based on their ______ location is geographic information.

Virtual

Physical

Chemical

Scientific

Immediacy is among ____ elements of interest.

One

Two

Five

Ten

Impact can be measured _______.

Qualitatively

Quantitatively

Physically

Both a and b

Interest elements are informational aspects of content to draw ______ members to the content.

Audience

Viewers

Journalists

None of above