APRD 2005 Midterm

Copywriting formula AIDA stands for what?

Attention, Interest, Desire, Action

_______ comes at the bottom of any good press release, and includes information on company

Boilerplate

______ is the term copywriters and are directors use to show work to creative directors

Content

_______ are paid placements in which you control your message

Control media

Appeal based on speakers character is

Ethos

What are Aristotle's three persuasion techniques

Ethos, Pathos, Logos

T/F Paid media is uncontrolled

False

T/F: When writing for ears you should always use passed tense when possible.

False

earned media is controlled

False

in ______ all related messages are coordinated and sent and send the same message to target audience

IMC

_______ most important to least important

Inverted Pyramid

Appeals to audience's intellect

Logos

ads to fit form and function of surrounding contents

Native ads

Company's website is an example of

Owned

An appeal to target audience's emotions is

Pathos

Which of these is not the best purpose for writing a backgrounder

Provide easy facts for the news story, which should be in the news release

Social media is what kind of media

Shared

________ is a visual example of words and pictures combined

Storyboard

Which writing task requires substantive research

Strategic Message Planner

T/F The ultimate goal of message planning is to discover the idea that motivates the audience

True

T/F an announcement news release is an objective news release

True

T/F effective audio includes a clear call to action

True

T/F: Featured news release is considered a soft story

True

News media placements and blogs are:

earned

Persuasive message is designed to _________

influence target market

What are not primary audience for digital news room

potential employees other employees

First step in writing process

research

What does the s in peso stand for

shared

Main philosophy of strategic writing

to write strategically, message should be strategic