Chapter 20 Review

A virtual advertising agency provides Web Site development but does not provide ad copywriting.

• True
• False

The purpose of a headline is to draw potential customers into reading the ad's copy.

• True
• False

A print advertisement for Enterprise Rent-a-Car carries the headline, "To get your business, I'll come get you." The headline is an example of an alliteration.

• True
• False

According to many advertising and sales experts, copy is the most important part of a print ad.

• True
• False

A print advertisement should include a generous amount of white space.

• True
• False

Which is the most true of an effective headline?

• It makes use of synonyms
• It is brief
• It uses familiar words for impact
• It details how the product meets the customer's needs

Which is NOT a characteristic of a good ad copy?

• It is conversational
• It appeals to the senses
• It uses descriptive adjectives and action words
• It includes a call to action written in the first person

The headline "Functional, Fashionable, Formidable..." is an example of

• a play on words
• a paradox
• a pun
• a alliteration

Effective ads most often include

• a focal point and lines of force
• the most dominant item at the bottom
• sans serif type and two colors
• a signature at the top

Which color might be used to communicate passion, excitement, and power?

• red
• dark blue
• blue and green
• purple and yellow