CAA: QUESTIONS AND ANSWERS, LATEST UPDATE. ALREADY GRADED
A+
1) 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
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
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
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
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
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
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
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
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
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
A
11) All of the following are considered display copy EXCEPT which one?
A) caption
, B) headline
C) subhead
D) tagline
E) slogan
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
A
13) The text of the ad is known as the ________.
A) headline
B) overline
C) body copy
D) subhead
E) tagline
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
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
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
A+
1) 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
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
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
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
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
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
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
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
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
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
A
11) All of the following are considered display copy EXCEPT which one?
A) caption
, B) headline
C) subhead
D) tagline
E) slogan
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
A
13) The text of the ad is known as the ________.
A) headline
B) overline
C) body copy
D) subhead
E) tagline
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
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
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
