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CAA201 - Chapter 9.
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Exam of 17 pages for the course CSB337 Exam Revision at CSB337 Exam Revision (CAA201 - Chapter 9.)
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CAA201 - Chapter 91) The person who shapes and sculpts the words in marketing communication is called a(n)
________.
A) account planner
B) art director
C) copywriter
D) creative director
E) talent - correct answer-C
2) ________ is the text of an ad or the words that people say in a commercial.
A) Copy
B) Body
C) Verbiage
D) Dialogue
E) Headline - correct answer-A
3) What is the most important word selection in marketing communication?
A) headline
B) slogan
C) brand or corporate name
D) mission statement
E) display copy - correct answer-C
4) Which of the following is false regarding advertising writing style?
A) Words such as interesting, very, in order to, buy now and save, introducing, and nothing
less than are effective in advertising copy.
B) Effective copy is succinct and single-minded.
C) Every word counts because space and time are expensive.
D) Copy should be as simple as possible to reach a generally inattentive and uninterested
audience.
E) Copywriters try to write the way the target audience thinks and talks - correct answer-A
5) A type of formula writing that is full of clichés, superlatives, stock phrases, and vague
generalities is known as ________.
A) hyperbole
B) display copy
C) key copy
D) adese
E) your-name-here-copy - correct answer-D
6) Which of the following can be described as "we" copy written from the company's point of
view in a pompous tone?
A) hyperbole
B) display copy
C) key copy
,D) brag-and-boast copy
E) your-name-here-copy - correct answer-D
7) A print advertisement is created in which of the two following pieces?
A) layout and storyboard
B) copy sheet and layout
C) script and storyboard
D) copy sheet and script
E) copy sheet and storyboard - correct answer-B
8) Which of the following are the two categories of copy that print advertising uses?
A) display and body
B) headline and text
C) tagline and slogan
D) overlines and underlines
E) headlines and subheads - correct answer-A
9) ________ includes all elements that readers see in their initial scanning; these elements
are set in larger type size than other elements of a print ad.
A) Body copy
B) Display copy
C) Adese
D) Brag-and-boast copy
E) Visuals - correct answer-B
10) ________ includes the elements in a print ad that are designed to be read and
absorbed.
A) Body copy
B) Display copy
C) Adese
D) Brag-and-boast copy
E) News copy - correct answer-A
11) All of the following are considered display copy EXCEPT which one?
A) caption
B) headline
C) subhead
D) tagline
E) slogan - correct answer-A
12) Which element in print advertising conveys the main message so that people get the
point of the ad?
A) headline
B) overline
C) body copy
D) subheads
E) tagline - correct answer-A
, 13) The text of the ad is known as the ________.
A) headline
B) overline
C) body copy
D) subhead
E) tagline - correct answer-C
14) Which of the following is NOT considered one of the copywriter's tools?
A) adese
B) overlines and underlines
C) body copy
D) callouts
E) slogans - correct answer-A
15) Phrases or sentences that either lead into the headline or follow up on the thought in the
headline are known as ________.
A) overlines and underlines
B) heads and subheads
C) display and body copy
D) call-outs and calls to action
E) taglines and slogans - correct answer-A
16) Which of the following copy elements in a print ad is a sentence that floats around the
visual, usually with a line or arrow pointing to some specific element in the visual that it
names and explains?
A) caption
B) overline
C) underline
D) call-out
E) tagline - correct answer-D
17) A sentence or short piece of copy that explains what the viewer is looking at in a photo
or illustration is known as a(n) ________.
A) caption
B) overline
C) underline
D) call-out
E) tagline - correct answer-A
18) A short phrase that wraps up the key idea or creative concept and that usually appears
at the end of the body copy is known as a(n) ________
A) caption
B) overline
C) underline
D) call-out
E) tagline - correct answer-E
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