Media Writing Quiz # 26

Practitioners in this field rarely have multiple audiences.

True

False

The idea behind transparency is to lay bare all of the issues associated with a topic, regardless of how good or bad they are, in a clear and immediate way.

True

False

The ______ offers a coherent examination of how best to reach the audience with your pitch and why this approach will work.

Objective statement

Support statement

Creative brief

Brand

The key steps you need to take as you start to shape your message include all of the following EXCEPT ______.

Plan first, then write

Determine your audience

Present an option for action

One ad, many ideas

The ______ is an organized format that allows you to put your ideas before other members of your agency, your boss, and eventually your client.

Brand

Objective statement

Support statement

Creative brief

An advertisement should persuade people to enact a behavior that will benefit ______.

The client

Both the consumer and the advertiser

The ad agency

The field

The ______ which oversees much of the advertising law in this country has placed a premium on the importance of “prohibiting unfair or deceptive acts or practices.”

Food and Drug Administration

Federal Communications Commission

Federal Trade Commission

U.S. Copyright Office

The ______ of the advertisement is key to understanding how it will attempt to persuade you and the underlying values associated with those attempts.

Cost

Source

Information

Persuasion

When it comes to properly structuring your advertising messages, you should rely on ______.

Exaggeration.

Puffery

False claims.

Facts and reputable sources.

An advertisement should persuade people to enact a behavior that will benefit both the consumer and the advertiser.

True

False

The tone or brand is the brief statement as to how you plan to give people the information in an acceptable fashion.

True

False

You can use a lot of that research information you gather to determine the demographic, psychographic, and geographic aspects of your audience. 

True

False

One way to better approach your audience is to conceptualize its members in a way that makes them more real for you.

True

False

Ads are meant to direct action, whether that action is immediate or delayed.

True

False

Make sure you understand the goal of your advertising campaign before you attempt to measure it.

True

False

When measuring outcomes, it’s not important to establish a concrete time frame.

True

False

The client and you do not need to have a shared understanding of what “working” means in terms of your desired outcomes.

True

False

Whether you mail them to potential customers, feature them in a rack of information or leave them behind after a sales call, ______ offer you an opportunity to inform and persuade people.

Press releases

Ads

Brochures

One-sheets

______ need to understand their audience members just as much as anyone else in the field of media.

Janitors

Chefs

Cooks

Copywriters

A(n) ______ incorporates a variety of elements, including your organization’s name, its logos, its activities, and its relationships.

Ad

Brand

News release

News story

The ______ is a permanent aspect of the organization and is deeply rooted in every aspect of how that group acts.

Ad

Campaign

Brand

News release

______ mailers can be anything from a post card to a small magazine-style piece?

E-mail blast

One-sheet

Brochure

Press release

In writing for marketing, the ______ should serve as a dominant element in your piece.

Closing elements

Opening lines

Main body copy

Headline

The ______ should deliver on the promises outlined in the headline and the first paragraph.

Opening lines

Remainder of the body copy

Main body copy

Headline

In most cases, you will not establish a brand but rather work to enhance it through the development of a campaign.

True

False

A campaign is a permanent aspect of the organization and is deeply rooted in every aspect of how that group acts.

True

False

The first sentence or two of your body copy works like a lead in some ways.

True

False

With the main body copy, you should provide your audience with opportunities to do something.

True

False

As a copywriter for an organization, your job is to create clear messages that target a defined audience.

True

False

In writing marketing copy, it’s often enough just to convince people something is good.

True

False