Question: ID: A 20. Recent history and research suggests that advertising on the Internet has some differen…

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Jun 13, 2022

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Question: ID: A 20. Recent history and research suggests that advertising on the Internet has some differen…

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ID: A 20. Recent history and research suggests that advertising on the Internet has some differences from other media that affect copywriting. These differences include: a. Cyberspace has its own style and feel b. Cyberspace is a more user-directed medium c. Cyberspace has a more active and engaged audience than other media d. All of these statements about Cyberspace are differences that affect copywriting 21. When writing copy for radio ads, a copywriter can create images and moods for an audience that transcend those created in any other medium, thus stimulating a a theater of the mind. b. verbal wall paper c. subliminal images. d. subconscious imagination. Many commercials for Heinz ketchup have used demonstration to deliver the message that Heinz is the thickest, slowest-pouring ketchup on the market. Heinz ketchup is an especially good product for a demonstration format because a. Heinz has a very brand-loyal, highly interested customer base. b. its brand benefits are the result of a tangible characteristic of the product c. its benefits are already well known. d. condiments generally lend themselves to the demonstration format. 22. Scenario 12-3 You are a creative director at a New York advertising agency. You have a big salary and an office with lots of windows. In fact, if you scrunch your face up against the glass while facing north, you have a view of a tiny corner of Central Park. This is how you prefer to spend your time, but today, you have to work to justify your salary. Today, several of your copywriters are presenting you with radio spots for Heel Me, a local shoe store. After you feel they are ready, the team will take them to the client for review and approval. (Scenario 12-3) One copywriter presents a musical spot with singing. Overall, youre pleased with it because it takes full advantage of the format. Which of the following do you not expect the use of this format to do? a. Attract a specific target segment 23. Attract attention Enhance recall. c. d. All of the expectations listed are reasonable

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ID: A 20. Recent history and research suggests that advertising on the Internet has some differences from other media that affect copywriting. These differences include: a. Cyberspace has its own style and feel b. Cyberspace is a more user-directed medium c. Cyberspace has a more active and engaged audience than other media d. All of these statements about Cyberspace are differences that affect copywriting 21. When writing copy for radio ads, a copywriter can create images and moods for an audience that transcend those created in any other medium, thus stimulating a a theater of the mind. b. verbal wall paper c. subliminal images. d. subconscious imagination. Many commercials for Heinz ketchup have used demonstration to deliver the message that Heinz is the thickest, slowest-pouring ketchup on the market. Heinz ketchup is an especially good product for a demonstration format because a. Heinz has a very brand-loyal, highly interested customer base. b. its brand benefits are the result of a tangible characteristic of the product c. its benefits are already well known. d. condiments generally lend themselves to the demonstration format. 22. Scenario 12-3 You are a creative director at a New York advertising agency. You have a big salary and an office with lots of windows. In fact, if you scrunch your face up against the glass while facing north, you have a view of a tiny corner of Central Park. This is how you prefer to spend your time, but today, you have to work to justify your salary. Today, several of your copywriters are presenting you with radio spots for Heel Me, a local shoe store. After you feel they are ready, the team will take them to the client for review and approval. (Scenario 12-3) One copywriter presents a musical spot with singing. Overall, you're pleased with it because it takes full advantage of the format. Which of the following do you not expect the use of this format to do? a. Attract a specific target segment 23. Attract attention Enhance recall. c. d. All of the expectations listed are reasonable

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