1
THE COPYWRITER’S
TOOLKIT
THE COMPLETE GUIDE TO
STRATEGIC ADVERTISING COPY
Student’s Test Bank Questions
MARGO BERMAN
2
Contents
General Introduction
1 THE PERSUASIVE WORD: strategy ABCs: audience, benefits, and creative briefs
2 THE STRATEGIC WORD: strategy categories
3 THE CHOSEN WORD: writing techniques
4 THE STICKY WORD: headline and slogan techniques
5 THE WRITTEN WORD: print
6 THE SPOKEN WORD: radio
7 THE ANIMATED WORD: television
8 THE DELIVERED AND ABRIDGED WORD: direct mail, mobile and small-space
writing
9 THE AMBIENT AND MOVING WORD: out-of-home and transit
10 THE ONLINE COMMUNAL WORD: digital dialogue, virtual community,
blogging
11 THE ONLINE WORD: websites
12 THE BUZZ WORD: interactive engagement, social media, viral marketing
13 THE MULTIMEDIA WORD: integrated campaigns
14 THE GLOBAL WORD: multicultural and international campaigns
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1 THE PERSUASIVE WORD: strategy ABC’s: audience, benefits and
creative briefs
Student self-test questions
1.
Which VALS group likes products with the cool factor?
A.
Thinkers.
B.
Achievers.
C.
Innovators.
D.*
Experiencers.
2.
When were Millennials born?
A.
1946–1964.
B.*
1977–1994.
C.
1994–2004.
D.
1965–1976.
3.
Who encourages or dissuades the buyer?
Influencer
4.
What does post-testing or ad-testing NOT evaluate?
A.*
Product availability.
B.
Brand preference loyalty.
C.
Brand name recognition.
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D.
Top-of-mind awareness.
5.
What does mall interception reveal?
A.
Consumers’ comprehension of an ad.
B.*
Consumers’ opinions as they enjoy themselves during mall shopping.
C.
How consumers use coupons.
D.
What consumers like best about online shopping.
6.
State one question that you might find a survey about a product.
Here’s a reference list of questions.
1. What do they like about “your product” (the one you’re advertising)?
2. What do they like better about its competition?
3. What can you say to persuade them to choose “your product” the next
time?
4. What haven’t you mentioned before that could sway their decision?
5. How can you show them their personal benefits?
6. What need does it fulfill?
7. How does it enhance their lifestyle?
8. How can you differentiate “your product” in their eyes?
7.
Which company introduces cool, new products with ads that show
how to use them?
Apple (iPhones, iPods, iPads)
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8.
What is the main idea in the eTrade “Talking Babies” campaign?
A.
There’s always an eTrade agent available.
B.
eTrade has exceptional customer service.
C.*
Even a baby can understand financial investing with eTrade.
D.
You can trust your investment broker at eTrade.
9.
What does the support statement in the Creative Strategy Statement
state?
A.
The consumer benefit.
B.
The audience’s point of view.
C.*
The reason why consumers should believe in the brand or product.
D.
The brand availability.
10.
What are the three parts of the audience profile in the Creative
Brief?
A.*
Demographics, psychographics, geographics.
B.
Needs, desires, values.
C.
Values, reason why, features.
D.
Values, beliefs, needs.
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2 THE STRATEGIC WORD: strategy categories
Student self-test questions
1.
Which company offered a 4-minute mp3 Lenny Kravitz track on a
Times Square billboard?
A.
Apple.
B.
Diesel Jeans.
C.
Coke.
D.*
Absolut.
2.
Which strategy did PEDIGREE® use in its “We Love Dogs”
campaign that showed how pets improve dog owners’ lives?
A.
Quality strategy.
B.*
Benefit strategy.
C.
Before and after strategy.
D.
Information strategy.
3.
What kind of strategy are many of the Orville Redenbacher’s
Popcorn campaigns?
Company’s founder or corporate leader strategy
4.
Nike bases many of its campaigns on which strategy?
A.*
Performance strategy.
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B.
Positioning in the marketplace strategy.
C.
Value strategy.
D.
Challenge strategy.
5.
What strategy did the original “Got Milk” commercials illustrate?
A.
Temptation strategy.
B.*
Deprivation strategy.
C.
Interactive strategy.
D.
Parody strategy.
6.
What kind of strategy is the Susan G. Komen “Cure Breast Cancer”
(also called the “Pink”) campaign?
A.
Reposition strategy.
B.*
Charity or cause-related strategy.
C.
Interactive strategy.
D.
Parody strategy.
7.
What kind of strategy was used in Budweiser’s “Whassup!”
campaign?
Pop culture strategy
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8.
Which is NOT a strategy used in the eTrade “Talking Babies”
commercials?
A.
Continuing character strategy.
B.
Vignette (mini movie) strategy.
C.*
Challenge strategy.
D.
Humor strategy.
9.
Which campaign is an example of a shock strategy?
A.
Dove Beauty Bar “Discover the Truth About Soap.”
B.
Milk “Mustache.”
C.*
Pizza Hut “Pizza HoldOut.”
D.
Disney “Magic.”
10.
Which campaign is an example of an interactive strategy?
A.*
Pepsi “Refresh” campaign.
B.
Hewlett-Packard “Touch the Future Now Light Show.”
C.
Audi 2010 Super Bowl spot, “Green Police.”
D.
The Budweiser “Frogs” campaign.
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3 THE CHOSEN WORD: writing techniques
Student self-test questions
1.
Which is an example of “alliteration”?
A.
“I Coulda Had a V-8!”
B.
Moving Forward. (Toyota)
C.
Better Ingredients. Better Pizza. (Papa John’s)
D.*
Do the Dew. (Mountain Dew)
2.
What is a button?
A.
A closing line that must refer back to the headline’s message.
B.*
An unexpected, clever closing line.
C.
A closing line that offers a call to action.
D.
A single word that wraps up the copy.
3.
What are connectors?
Words that connect lines or paragraphs, such as “but,” “so,” “the
point is,” etc.
4.
What is this tone of voice: “I’m a PC”?
A.*
Testimonial.
B.
Self-serving.
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C.
Emotional blackmail.
D.
Brand stand.
5.
What would a kinesthetic person say based on neuro-linguistic
language?
A.
“Listen up.”
B.*
“Can’t touch that.”
C.
“I see what you mean.”
D.
“I can’t picture it.”
6.
What advertising devices add sound to print ads and materials?
Sound chips like those in Hallmark cards
7.
What is an example of scent advertising?
Fragrance strips in magazines
8.
Who said this: “The overall point is that you can’t think of the
writing without thinking of how and where and when people will
encounter it”?
A.
David Ogilvy.
B.
Sheena Brady.
C.*
Charlie Hopper.
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D.
Matt Ziselman.
9.
When would you use a whimsical tone of voice?
A.
Hospital.
B.
Formal restaurant.
C.*
Party store.
D.
Law firm.
10.
What kind of point of view is this: “We’re number one in customer
service”?
A.*
Self-serving.
B.
Emotional blackmail.
C.
Testimonial.
D.
Brand stand.
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4 THE STICKY WORD: headline and slogan techniques
Student self-test questions
1.
Which is an example of a “reason why” slogan?
A.
“Choosy moms choose Jif.”
B.
“Play. Laugh. Grow.” (Fisher-Price)
C.
“Doesn’t your dog deserve Alpo?”
D.*
“You’re going to like the way you look. We guarantee it.” (Men’s Wearhouse)
2.
What sticky technique does this slogan use: “Don’t leave home
without it”?
A.
Parallel construction.
B.*
Emotional blackmail.
C.
Interrogative statement.
D.
Play on words.
3.
What three slogan techniques are in this line: “Plop. Plop. Fizz.
Fizz”?
Alliteration, parallel construction, and onomatopoeia
4.
Which slogan technique appears in this line: “Twizzlers. The twist
you can’t resist”?
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A.*
Rhyme.
B.
Vernacular.
C.
Emotional blackmail.
D.
Statement of use or purpose.
5.
What kind of slogan technique is this: “Nobody doesn’t like Sara
Lee”?
A.
Alliteration.
B.*
Challenge.
C.
Simile.
D.
Play on words.
6.
What does “sig” mean?
Signature - the required copy with the company’s contact
information like the address, phone, fax, website, store hours, etc.
7.
What kind of headline would have Ashton Kutcher comment about a
product like Nikon?
Celebrity endorsement
8.
What kind of headline is this: “For people in high places”?
A.
The product as the star.
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B.
The story.
C.*
The blind headline.
D.
Hyperbole.
9.
What kind of headline is this: “Weight loss breakthrough”?
A.
The spiral.
B.
Metaphor.
C.*
News.
D.
The sermon.
10.
Which slogan technique is NOT used is this line: “The incredible,
edible egg”?
A.*
Play on words.
B.
Rhyme.
C.
Parallel construction.
D.
Alliteration.
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5 THE WRITTEN WORD: print
Student self-test questions
1.
What kind of tone of voice did the “Ugly Mug Coffee” campaign
use?
A.
Authoritative.
B.
Concerned.
C.
Sincere.
D.*
Humorous.
2.
What is a “portmanteau”?
A.
An intriguing tone of voice.
B.*
A new word created by joining two words.
C.
A French point of view.
D.
A play on words.
3.
How do creative teams work to develop successful campaigns?
As one collaborative idea factory
4.
Who said this: “People are going to critique your work and they’re
not going to care how much time you spent working on it, or how much
sleep you lost worrying about it”?
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A.*
Matt Ziselman.
B.
Curt Mueller.
C.
Kevin Moriarty.
D.
Paul McCormick.
5.
Who had the original “Talk to Chuck” campaign idea?
A.
Simon Nickson.
B.*
Israel Garber.
C.
Drummond Berman.
D.
None of the above.
6.
What is the tone of voice for the “Talk to Chuck” campaign?
Casual, relaxed, honest, and approachable, like a friend chatting
7.
What separated the “Talk to Chuck” campaign from other
advertising messages by financial institutions or investment firms?
Its matter-of-fact-language for real, down-to-earth people
8.
What distinguished the ASICS “New York Marathon” campaign?
A.
It singled out the runners’ athletic coaches.
B.*
It showed that it understood how seriously consumer athletes focused on their
goals.
C.
It highlighted key points along the marathon route.
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D.
It poked fun at other sports.
9.
What does this mean: “Anima Sana in Corpore Sano”?
A.
A strong body creates innovative solutions.
B.
A weak body can’t create strong ideas.
C.
The physical body needs mental stimulation.
D.*
Sound mind, sound body.
10.
Which company used this headline: “To you it’s a wire. To us it’s a
mission”?
A.*
Geek Squad.
B.
Microsoft.
C.
IBM.
D.
Dell.
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6 THE SPOKEN WORD: radio
Student self-test questions
1.
What does “SFX” mean?
A.
Save for example.
B.
Safe for export.
C.
Send for evidence.
D.*
Sound effects.
2.
Think of writing for radio as if you’re writing a play without _____?
A.
The prologue.
B.*
The first act.
C.
The intermission.
D.
The final act.
3.
Radio is usually called: “The ___ of the mind”?
Theater
4.
What was one of the sound effects used in the “TV on the Radio”
Pop Weaver Popcorn?
A.*
Dinging of unpopped kernels.
B.
Munching of popcorn.
C.
Kids cheering for popcorn.
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D.
None of the above.
5.
Who is the voice talent for the Motel 6 campaign?
A.
Tom Bodell.
B.
Tim Budell.
C.*
Tom Bodett.
D.
Tim Bodett.
6.
Who wrote The Laughing Cow “Valley Girl” radio spot?
Joy Golden
7.
What was the tone of voice for The Laughing Cow radio campaign
that used both with the California Valley Girl and the New Yorker Enid?
A.
Sincere.
B.
Serious.
C.*
Humorous.
D.
Sophisticated.
8.
Who was the writer and creator of the Bud Light “Real Men of
Genius” campaign?
A.
David Kelly.
B.*
Bob Winter.
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C.
Paul Schiff.
D.
Dan Craner.
9.
Where do you break copy lines in radio scripts?
A.
At the end of a long pause.
B.
At the end of paragraphs.
C.*
At the end of phrases.
D.
At the end of sentences.
10.
What tip did Charlie Hopper offer about directing voiceover talents
in a radio recording session?
A.*
Be spontaneous and open to suggestions from the talent.
B.
Know what the spot should sound like and don’t be influenced by others’
opinions.
C.
Don’t rewrite during the session. You won’t be able to focus properly.
D.
All of the above.
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7 THE ANIMATED WORD: television
Student self-test questions
1.
Which is an example of a “demonstration” type of TV spot?
A.
A side-by-side comparison of two products.
B.*
A Tide to Go commercial that shows how stains come out easily.
C.
A celebrity discusses the product.
D.
A person talking directly to the camera presenting a special offer.
2.
What kind of TV spots was the Google “Parisian Love”
commercial?
A.
Lifestyle.
B.
Testimonial.
C.*
Slice-of-life or vignette.
D.
Animation.
3.
What kind of TV spots are used in the De Beers “A Diamond is
Forever” campaign?
Reason why
4.
What kind of commercial is the Coke “Happiness Machine”?
A.
Jingle.
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B.*
Visual as hero.
C.
Humor.
D.
Reason why.
5.
What kind of TV spots are created in many of the weight loss
campaigns?
A.
Anthropomorphism.
B.*
Before and after.
C.
Consumer-created content.
D.
Truth.
6.
What kind of commercial is used in the Weight Watchers campaign
featuring Jennifer Hudson?
Celebrity endorsement
7.
What kind of TV spot is used in the eTrade “Talking Baby”
campaign?
A.
Product as a graphic visual.
B.
Sexy.
C.
Cultural impact.
D.*
Role reversal.
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8.
When writing for TV you must think ____?
A.
About the casting.
B.
Visually.
C.
About production.
D.*
All the above.
9.
Which senses are you writing for in television?
A.*
Sight and hearing.
B.
Hearing and touch.
C.
A & B.
D.
None of the above.
10.
What are actors called when their voices are heard, but they are not
seen in a commercial?
A.*
Off-camera talent.
B.
On-camera talent.
C.
Character talent.
D.
None of the above.
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8 THE DELIVERED WORD: direct mail, mobile and small-space
writing
Student self-test questions
1.
Who are the owners ad founders of Miami Ad School?
A.
Rod and Paula Sicher.
B.
Rob and Penny Seichert.
C.
Reggie and Pattie Seichbar.
D.*
Ron and Pippa Seichrist.
2.
On what product package did this copy appear: “Don’t be waiting
for no apology. It ain’t coming”?
A.
Red Brick Beer.
B.
VitaminWater.
C.*
Ugly Mug Coffee.
D.
Starbucks Coffee.
3.
Which of these are included in Charlie Hopper’s “Small-space
writing tips”?
A.
In every kind of writing, “Only say what you have to say, and get out.”
B.
“In this age, you have to be interesting or just forget it.”
C.
“Include the intro.”
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D.*
A & B.
4.
What client used this line on its packaging: “Schoolio Von Hoolio”?
OfficeMax
5.
What company created its own cologne called “Flame”?
A.
Diesel Jeans.
B.
Victoria’s Secret.
C.*
Burger King.
D.
Axe deodorant.
6.
What language did the copy on Red Brick Beer packaging “speak”?
Southernese
7.
Which agency created the packaging for Red Brick Beer?
A.
Crispin Porter + Bogusky.
B.
DDB.
C.
Young & Laramore.
D.*
22squared.
8.
Who was the Red Brick package copy speaking to?
A.
An annoying relative.
B.*
An old friend.
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C.
A nosy neighbor.
D.
A great coach.
9.
Whose basic writing tip is this: “Inhale writing that isn’t
advertising, from Tolstoy to Twilight”?
A.
Craig Miller.
B.
Carolyn Hadlock.
C.*
Curt Mueller.
D.
Charlie Hopper.
10.
What are the two things people look for in coupons?
A.
A great offer and that you can combine with another offer for more savings.
B.
A great deal and a clear expiration date.
C.
Great offer and convenient store location.
D.*
Savings and a great offer.
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9 THE AMBIENT AND MOVING WORD: out-of-home and transit
Student self-test questions
Where did the Chick-fil-A “Chicken Maze” message shown in this
1.
chapter appear?
A.
Airline tray tables.
B.
Indoor window stickers.
C.
Wallscapes.
D.*
On-site trayliners.
2.
What makes a big idea?
A.
It’s flexible.
B.
It’s bendable.
C.
It lends itself to adaptation.
D.*
All the above.
1.
Write one question listed in the Creative ambient checklist (9.3).
Here’s the list.
1. Is it innovative?
2. Is it unexpected?
3. Is it relevant (to the brand and audience)?
4. Is it unusual?
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5. Is it unforgettable?
6. Is it interactive?
7. Is it succinct?
8. Is it in a first-ever medium (or location)?
9. Is it portable? (Will it work in other venues?)
10. Is it legible if there is movement (like subway car, taxi, escalator, or
rotating billboard)?
11. Is it inviting?
12. Is it a big idea?
13. Is it press worthy? (Will it generate press attention?)
4.
Is this true or false: “When writing ambient copy, less is more. Edit
and re-edit”?
True
5.
What should humor do?
A.
Show offers.
B.*
Sell benefits.
C.
Create a call to action.
D.
Express a point of view.
6.
What kind of special effects are now on billboards?
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3-D, stretchable fabrics, extensions, moving parts, live people, cars,
etc.
7.
Which billboard in Japan had live people on it?
A.
Reebok.
B.
Nike.
C.*
Adidas.
D.
ASICS.
8.
Complete this Charles Schwab “Talk to Chuck” headline:
“Big account. Small account. ___ ____ ____.”
A.
The important account.
B.
The only account.
C.*
They all count.
D.
You’re the account.
9.
Complete this headline for Legal Sea Foods: “If that’s your
girlfriend, ____ ____ ____ ____.”
A.
Hook up with her.
B.
Say she’s a catch.
C.*
I’d throw her back.
D.
Give her a line.
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10.
Who said this: “Clichés are dangerous because of that. They just
say, ‘Oh, never mind, there’s nothing new here. Move along’”?
A.*
Charlie Hopper.
B.
Drummond Berman.
C.
Paul McCormick.
D.
Kevin Moriarty.
31
10 THE ONLINE COMMUNAL WORD: digital dialogue, virtual
community, blogging
Student self-test questions
1.
Which of these websites was NOT included in the Top copywriting
sites list (10.6)?
A.
Daniel Levis Presents.
B.
John Carlton Marketing Rebel.
C.
Bob Bly.
D.*
Brandon Healy.
2.
Vinny Warren created his agency blog for what?
A.
Profit and presentation.
B*
Fun and promotion.
C.
Leads and new clients.
D.
All of the above.
3.
Who is the founder of Famous Bloggers.net?
A.*
Hesham Zebida.
B
Vinny Warren.
C.
Derek Cromwell.
D.
Juan Santiago Lagos.
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4.
Who wrote “The Golden Rules of Guest Blogging”?
David Leonardt
5.
Which is NOT listed in “The Golden Rules of Guest Blogging”?
A.
Don’t bore the audience.
B.*
Sell company benefits.
C.
Bring value to the table.
D.
Write well.
6.
Who is the founder, CEO and chief strategist for XynoMedia
Technology?
A.
Lorna Wyst.
B.
Laura Wist.
C.*
Lena L. West.
D.
Lenny Wiest.
7.
Is this statement true or false: “The name of the floral company that
delivered daisies instead of roses to a blogger’s mom for Mother’s Day was
1-800-FLOWERS”?
False (It was FTD)
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8.
Who is the author of this book: A Survival Guide to Social Media
and Web 2.0 Optimization?
A.
Mark Hayes.
B.*
Deltina Hay.
C.
Roger Hayle.
D.
David Hay.
9.
Who used to write the Marketing Bullets blog before retirement?
A.
Tom Altid.
B.
Adam Bale.
C.*
Gary Bencivenga.
D.
None of the above.
10.
“Blogola” is similar to what former kind of bribe in radio?
A.*
Payola.
B.
Playola.
C.
Pushola.
D.
Bribe-ola.
34
11 THE ONLINE WORD: websites
Student self-test questions
1.
Who was the author of Engage?
A.
Derek Cromwell.
B.
Andy Beal.
C.*
Brian Solis.
D.
Teddy Brown.
2.
Who said this: “The readers can sense that you are talking to them
and only to them, at that particular moment”?
A.*
Matt Ziselman.
B.
Peter Sena II.
C.
Sheena Brady.
D.
Paul McCormick.
3.
What do sales or retail websites scream?
”Buy now!”
4.
What kind of website is www.webmd.com?
A.*
Offers advice.
B.
Association.
C.
Content-rating.
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D.
All of the above.
5.
What kind of headline format was the Starbucks reference on the
Digital Surgeons site: “Caffeine Fueled. Kid Tested. Mother Approved”?
A.
Teaser ad.
B.
Blind headline.
C.*
Stacked headline.
D.
Split design.
6.
What association was depicted in the Feckin Irish Whiskey
campaign?
IRA
7.
Derek Cromwell stated which statement in his Website copywriting
tips (11.2)?
A.
Include the phrase “keyword density” in your vocabulary.
B.*
Writing content for the Web is about bringing various pieces of content together.
C.
Headlines are less important online than they are in other media.
D.
Resolve, don’t challenge.
8.
Is this statement true or false: “Derek Cromwell was self-taught.”
True
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9.
According to Drayton Bird, the Internet is a ___ ____ exchange
between user and provider of a service or product.”
A.*
Two-way.
B.
Clear, open.
C.
Three-voice.
D.
None of the above.
10.
Which blog compiled the list of the top 23 SEO blogs?
A.*
HubSpot.
B.
Thunder Bay Media.
C.
CopyBlogger.
D.
Marketing Pilgrim.
37
12 THE BUZZ WORD: interactive engagement, social media, viral
marketing
Student self-test questions
1.
What strategies were used in the “Mac Versus PC” (also called the
“Get a Mac”) campaign?
A.
Product demonstration and product comparison.
B.
Humor and benefits.
C.
Continuing characters.
D.*
All the above.
2.
What is the name to describe campaigns, videos, images, and so on,
which people pass along until some of them go global?
Viral
3.
What company was the sponsor for the “Extreme Sheepherding”
campaign created by The Viral Factory?
A.*
Samsung LED TV.
B.
Phillips flat screen TV.
C.
Sony flat screen TV.
D.
Eclipse flat screen TV.
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4.
What was the name of the 10-year-old singer who was the 2010
runner-up in America’s Got Talent?
A.
Ingrid Michaelson.
B.*
Jackie Evancho.
C.
Susan Boyle.
D.
Michael Grimm.
5.
What cellphone company used “Dance,” a flashmob online video
shot at Liverpool Station in London in 2009?
A.
AT&T.
B.*
T-Mobile.
C.
Verizon.
D.
Sprint.
6.
What was the name of the group who performed in Oprah Winfrey’s
birthday surprise flashmob video?
A.*
Black Eyed Peas.
B.
Straight No Chaser.
C.
Maroon 5.
D.
Train.
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7.
Where can you see videos of “Nora the piano-playing cat” and
“Oscar the Grim Reaper”?
YouTube
8.
What teen artist sensation created www.whateverlife.com?
A.
Antonia Quartz.
B.
Arlen Quarz.
C.*
Ashley Quails.
D.
Anthony Quails.
9.
For which company did Advertising Age columnist Bob Garfield
create a website where people could vent their frustration?
A.
DIRECTV.
B.
DISH Satellite TV.
C.*
Comcast.
D.
Direct Star TV.
10.
For which clothing company did Miami Ad School graduates create
a 2010 Super Bowl spot?
A.
Diesel Jeans.
B.
Haggar Pants.
C.
Gap.
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D.*
Dockers.
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13 THE MULTIMEDIA WORD: integrated campaigns
Student self-test questions
1.
Which agency was voted “The Best Ad Agency in the US” six times
by the American Association of Advertising Agencies?
A.*
DeVito/Verdi.
B.
Crispin Porter + Bogusky.
C.
Leo Burnett.
D.
Saatchi & Saatchi.
2.
What is the way that the Charles Schwab “Talk to Chuck”
campaign speaks to the target audience?
A.
In a scary voice that sounds intimidating.
B.*
In an authentic voice that sounds genuine.
C.
In an authoritative voice that demands respect.
D.
None of the above.
3.
Complete this comment about the Charles Schwab “Talk to Chuck”
campaign message: “The communication feels more like a ______ rather
than an advertising message.”
Dialogue
4.
What is Charlie’s Hopper’s first tip in his Top writing tips (13.1)?
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A.
Present a “yes” or “no” question.
B.
Forget grammar.
C.*
Just stay away from the puns.
D.
Use clichés.
5.
What kind of slogan is the Mount Sinai Medical Center line
“Another day. Another breakthrough”?
A.
Parallel construction.
B.
Statement of use or purpose.
C.
Reason why.
D.*
All the above.
6.
Complete this sentence about creating multimedia messages:
“Creatives look to catch consumers off guard, interrupt their lives and
create a _____ ________.”
A.*
Personal communication.
B.
Friendly exchange.
C.
Personal message.
D.
Serious conversation.
7.
What was the image used in the Mount Sinai ad with this headline:
“Minimally Invasive Sports Surgery”?
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A baseball
8.
Which ad message ran only once in one medium?
A.
Apple “1984” TV spot.
B.
American Civil Liberties Union “Dr. Martin Luther King” print ad.
C.
Mount Sinai “Catherine” print ad.
D.*
A & B.
9.
What was the visual in the Daffy’s print ad with this headline: “If
you’re paying over $100 for a dress shirt may we suggest a jacket to go
with it?”
A.
Hospital robe.
B.*
Straightjacket.
C.
Sports jacket.
D.
Tuxedo.
10.
Name one tip from the Multimedia writing tips checklist (13.3).
Here’s the list for reference:
1. Think simple. Look for a message that’s instantly understood.
2. Focus on flexibility. Ask how the message would lend itself to other media.
3. Include interactivity. Make a point to engage the audience. Consider what
ASICS did to target New York Marathoners and their families, as we
mentioned earlier.
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4. Consider specific interest groups. If you’re addressing hockey or ice-skating
fans, forget age and think about what unifies them. Then, speak to those
common interests.
5. Remember to include universal truths.
6. Be irreverent when appropriate. Review the Legal Sea Foods “Fresh Fish”
campaign in chapter 9.
7. Decide if humor would work like in the Ugly Mug Coffee campaign.
8. Be sensitive to different audiences so your message will be embraced, not
rejected.
9. Promote the brand through traditional, emerging, digital, social, and mobile
media.
10. Create an open dialogue. Just realize, today’s audience can answer back.
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14 THE GLOBAL WORD: multicultural and international campaigns
Student self-test questions
1.
Why did VW get Paris drivers to shut their engines at red lights with
the “Mind your Engines” promotion?
A.
To help people get a better night’s sleep.
B.*
To reduce CO2 emissions.
C.
To let the beauty of Paris street lights shine more brightly.
D.
To allow people to cross the street without car headlights shining in their eyes.
2.
What did people do when they came across the VW “The World’s
Deepest Bin,” which was designed to make people throw more trash away?
A.*
Return again and again to hear the sound of something falling into a deep ravine.
B.
Shout into trash bins as they threw in garbage to hear their voices create an echo.
C.
A & B.
D.
None of the above.
3.
What was the increase of the GUESS? Watches™ Facebook
audience after the digital campaign created by Digital Surgeons?
A.
200%
B.
50%.
C.*
15,000%.
D.
100%.
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4.
What jeans company introduced its brand globally by (1) having
celebrities like Shakira wear its jeans, (2) creating a new radio station, and
(3) establishing a new record label?
A.
L.L.Bean.
B.
Old Navy.
C.
Lucky.
D.*
Kosiuko.
5.
Which of these tips appear in the Multilingual and multicultural
writing tips checklist” (14.2)?
A.
Develop ideas that cross geographic borders and transcend cultures.
B.
Create a message than can spin out into different media platforms.
C.
Include interactivity and universal truths.
D.*
All of the above.
6.
What advertising icon will “evaluate” your pitch concept in an
iPhone app?
David Ogilvy
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7.
What are the names of the copywriter and art director team that
created the Aflac Duck?
A.
Sara Rose and Lea Ladera.
B.*
Tom Amico and Eric David.
C.
Drummond Berman and Simon Nickson.
D.
Charlie Hopper and Carolyn Hadlock.
8.
What fund idea was created in the VW “The Fun Theory” campaign
that motivated kids to clean up their rooms?
A.
Hooks were installed along the ceiling in kids’ rooms so they could toss their
clothes up in the air like a game.
B.
A clear, giant shoot could be installed so kids could toss their dirty clothes down a
winding, gum-ball-machine-like tube.
C.*
Magnetic walls were placed in kids’ rooms so they could hang up their clothes
with magnets.
D.
None of the above.
9.
How did the VW “The Fun Theory” help people wipe their feet
inside stores?
A.
With squeaky floorboards.
B.
With a moving carpet.
C.*
With a musical scratch mat.
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D.
With a scented floor rug.
10.
Complete this quote from David Abbott: “Don’t be _______.”
A.*
Boring.
B.
Careless.
C.
Silly.
D.
Lazy.
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