Promotions USF Ch 10

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

E) tagline

An advertisement for an exercise bike states, "Get fit as a fiddle fast!" Which of the following literary techniques is used in this advertisement? A) a startling phrase B) alliteration C) combination D) parallel construction E) cue the product

B) alliteration

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

C) brand or corporate name

Which of the following literary techniques used to enhance the memorability of slogans refers to the repetition of specific sounds? A) direct address B) parallel construction C) startling phrase D) rhyme, rhythm, alliteration E) cue the product

D) rhyme, rhythm, alliteration

A distinctive catch phrase that serves as a motto for a campaign, brand, or company is known as a(n) ________. A) caption B) overline C) underline D) call-out E) slogan

E) slogan

Experts suggest that copywriters use at least 20 words in outdoor advertising copy. True False

False

If your brand communication objective is to generate awareness of the brand, then you should most likely avoid humor in your advertising. You Answered True False

False

"Pork. The other white meat." is an example of a slogan that cues the product. Correct! True False

True

Copy is the text of an ad or the words that people say in a commercial. True False

True

If a message tries to convey abstract qualities, such as justice and quality, words tend to communicate these concepts more easily than pictures. True False

True