莫利亚提《广告学：原理与实务（第11版）》题库chapter 10.doc

莫利亚提《广告学：原理与实务（第11版）》题库chapter 10.doc

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Advertising&IMC:

PrinciplesandPractice,11e（Moriartyetal.）

Chapter10PromotionalWriting

1）Whatisthemostimportantwordselectioninmarketingcommunication?

A）headline

B）slogan

C）brandorcorporatename

D）missionstatement

E）displaycopy

Answer:

C

LearningObjective:

10.1:

Describethewriter'sroleinbrandcommunication.

Difficulty:

Moderate

AACSB:

Writtenandoralcommunication

2）Letterswithahardedge,suchasTandK,suggest________.

A）relaxation

B）innovation

C）effectiveness

D）speed

E）calm

Answer:

C

LearningObjective:

10.1:

Describethewriter'sroleinbrandcommunication.

Difficulty:

Moderate

AACSB:

Writtenandoralcommunication

3）Ashortphrasethatwrapsupthekeyideaorcreativeconceptandthatusuallyappearsattheendofthebodycopyisknownasa（n）________.

A）caption

B）overline

C）underline

D）call-out

E）tagline

Answer:

E

LearningObjective:

10.1:

Describethewriter'sroleinbrandcommunication.

Difficulty:

Easy

AACSB:

Writtenandoralcommunication

4）Adistinctivecatchphrasethatservesasamottoforacampaign,brand,orcompanyisknownasa（n）________.

A）caption

B）overline

C）underline

D）call-out

E）slogan

Answer:

E

LearningObjective:

10.1:

Describethewriter'sroleinbrandcommunication.

Difficulty:

Easy

AACSB:

Writtenandoralcommunication

5）Accordingtoresearchreportedinthetext,whichofthefollowinglettershaveacalmingorrelaxingeffect?

A）TandK

B）XandZ

C）CandS

D）PandK

E）SandZ

Answer:

C

LearningObjective:

10.1:

Describethewriter'sroleinbrandcommunication.

Difficulty:

Difficult

AACSB:

Writtenandoralcommunication

6）Whichofthefollowingliterarytechniquesusedtoenhancethememorabilityofslogansreferstotherepetitionofthestructureofasentenceorphrase?

A）directaddress

B）parallelconstruction

C）startlingphrase

D）rhyme,rhythm,alliteration

E）cuetheproduct

Answer:

B

LearningObjective:

10.1:

Describethewriter'sroleinbrandcommunication.

Difficulty:

Moderate

AACSB:

Writtenandoralcommunication

7）Whichofthefollowingliterarytechniquesusedtoenhancethememorabilityofslogansreferstotherepetitionofspecificsounds?

A）directaddress

B）parallelconstruction

C）startlingphrase

D）rhyme,rhythm,alliteration

E）cuetheproduct

Answer:

D

LearningObjective:

10.1:

Describethewriter'sroleinbrandcommunication.

Difficulty:

Moderate

AACSB:

Writtenandoralcommunication

8）Theslogan"Haveityourway"isanexampleofwhichofthefollowingliterarytechniquesusedbyadvertisers?

A）directaddress

B）parallelconstruction

C）music

D）rhyme

E）cliché

Answer:

A

LearningObjective:

10.1:

Describethewriter'sroleinbrandcommunication.

Difficulty:

Moderate

AACSB:

Writtenandoralcommunication

9）Whichofthefollowingisanexampleofacorporatepublication?

A）newsletter

B）publicserviceadvertisement

C）bannerad

D）newsrelease

E）testimonial

Answer:

A

LearningObjective:

10.1:

Describethewriter'sroleinbrandcommunication.

Difficulty:

Moderate

AACSB:

Writtenandoralcommunication

10）Anadvertisementforanexercisebikestates,"Getfitasafiddlefast!

"Whichofthefollowingliterarytechniquesisusedinthisadvertisement?

A）astartlingphrase

B）alliteration

C）combination

D）parallelconstruction

E）cuetheproduct

Answer:

B

LearningObjective:

10.1:

Describethewriter'sroleinbrandcommunication.

Difficulty:

Moderate

AACSB:

Analyticalthinking

11）TheMicrosoftslogan"Wheredoyouwanttogotoday?

"isanexampleofwhichofthefollowingliterarytechniques?

A）astartlingphrase

B）rhyme

C）combination

D）parallelconstruction

E）directaddress

Answer:

E

LearningObjective:

10.1:

Describethewriter'sroleinbrandcommunication.

Difficulty:

Moderate

AACSB:

Analyticalthinking

12）Forseveralyears,Nikeincludedthephrase"JustDoIt"inallofitsadvertisements,printandtelevision.Thisphraseisanexampleofa（n）________.

A）caption

B）underline

C）slogan

D）call-out

E）copyright

Answer:

C

LearningObjective:

10.1:

Describethewriter'sroleinbrandcommunication.

Difficulty:

Moderate

AACSB:

Analyticalthinking

13）Thepersonwhoshapesandsculptsthewordsinmarketingcommunicationiscalleda（n）________.

A）accountplanner

B）artdirector

C）copywriter

D）creativedirector

E）accountmanager

Answer:

C

LearningObjective:

10.2:

Namethetypesofbrandcommunicationwriting.

Difficulty:

Easy

AACSB:

Writtenandoralcommunication

14）Atypeofformulawritingthatisfullofclichés,superlatives,stockphrases,andvaguegeneralitiesisknownas________.

A）hyperbole

B）displaycopy

C）keycopy

D）adese

E）newscopy

Answer:

D

LearningObjective:

10.2:

Namethetypesofbrandcommunicationwriting.

Difficulty:

Easy

AACSB:

Writtenandoralcommunication

15）Whichofthefollowingcanbedescribedas"we"copy,writtenfromthecompany'spointofviewinapompoustone?

A）hyperbole

B）displaycopy

C）keycopy

D）brag-and-boastcopy

E）your-name-herecopy

Answer:

D

LearningObjective:

10.2:

Namethetypesofbrandcommunicationwriting.

Difficulty:

Easy

AACSB:

Writtenandoralcommunication

16）Accordingtocreativeprofessionals,whichtypeofaudiencememberrespondsbesttohumorinadvertisingcopy?

A）youngermale

B）youngerfemale

C）middle-agedmale

D）middle-agedfemale

E）retiredadult

Answer:

A

LearningObjective:

10.2:

Namethetypesofbrandcommunicationwriting.

Difficulty:

Moderate

AACSB:

Writtenandoralcommunication

17）Accordingtocreativeprofessionals,humorinadvertisementsworksbestwhenthe________.

A）audiencehasahighneedforcognition

B）productishigh-involvement

C）adappearsinprintmediaratherthanbroadcast

D）productishigh-risk

E）audiencehasalowneedforcognition

Answer:

E

LearningObjective:

10.2:

Namethetypesofbrandcommunicationwriting.

Difficulty:

Moderate

AACSB:

Writtenandoralcommunication

18）Publicrelationsnewsandfeaturestoriesarewrittenanddistributedtoexternalmediainaready-to-publishformatcalleda________.

A）creativebrief

B）newsrelease

C）script

D）storyboard

E）presskit

Answer:

B

LearningObjective:

10.2:

Namethetypesofbrandcommunicationwriting.

Difficulty:

Easy

AACSB:

Writtenandoralcommunication

19）Whichofthefollowingcanmostlikelybeindividuallytargetedandpersonalized?

A）newsreleases

B）collateralmaterials

C）direct-responsemessages

D）directoryads

E）printmagazineads

Answer:

C

LearningObjective:

10.2:

Namethetypesofbrandcommunicationwriting.

Difficulty:

Easy

AACSB:

Writtenandoralcommunication

20）AtelevisionadvertisementforChick-fil-ashowsseveralcowseatinggrassinalargefield.Thecamerazoomsouttoshowthatthecowshaveeatenapatternintothegrassthatreads"Eatmorechikin."Themessagecloseswiththelines,"Wedidn'tinventthechicken,justthechickensandwich."Thiscommercialbestdemonstrateswhichcharacteristicofeffectivecopy?

A）usingnews

B）usingimaginativedescription

C）providingproductinformation

D）beingoriginal

E）beinggeneral

Answer:

D

LearningObjective:

10.2:

Namethetypesofbrandcommunicationwriting.

Difficulty:

Moderate

AACSB:

Analyticalthinking

21）Gwen,anEnglishmajorincollege,tookajobatanadvertisingagencyaftershegraduated.Sheknowsthemeaningsandderivations,aswellasthemoodsandfeelings,ofwordsandtheimagesandassociationstheycreateinareader'smind.Herjobistoselect,shapeandsculptthewordsinanadvertisement.Gwenworksasa（n）________.

A）artdirector

B）creativedirector

C）copywriter

D）wordsmith

E）proofreader

Answer:

C

LearningObjective:

10.2:

Namethetypesofbrandcommunicationwriting.

Difficulty:

Moderate

AACSB:

Analyticalthinking

22）HowardComputersisamanufacturerofportablemedicallaptopcomputers,whicharemoretechnicalthanatypicallaptopcomputer.HowardComputerswillbeadvertisingintradeandmedicalprofessionalpublications.Whichapproachtowritingcopywouldbemostappropriateforthisproductandtargetmarket?

A）beingconversational

B）beingfunny

C）beingspecific

D）usingalliteration

E）usingadese

Answer:

C

LearningObjective:

10.2:

Namethetypesofbrandcommunicationwriting.

Difficulty:

Difficult

AACSB:

Applicationofknowledge

23）Whichofthefollowingistheprimarycriterionforjudgingthevalueofanewsstory?

A）appeal

B）originality

C）creativity

D）newsworthiness

E）toneofvoice

Answer:

D

LearningObjective:

10.2:

Namethetypesofbrandcommunicationwriting.

Difficulty:

Difficult

AACSB:

Writtenandoralcommunication

24）Whichofthefollowingarethetwocategoriesofcopythatprintadvertisinguses?

A）displayandbody

B）headlineandtext

C）taglineandslogan

D）overlinesandunderlines

E）headlinesandsubheads

Answer:

A

LearningObjective:

10.3:

Explainhowtowriteforvariousmedia.

Difficulty:

Moderate

AACSB:

Writtenandoralcommunication

25）________include（s）allelementsthatreadersseeintheirinitialscanning;theseelementsaresetinlargertypesizethanotherelementsofaprintad.

A）Bodycopy

B）Displaycopy

C）Adese

D）Headlines

E）Subheads

Answer:

B

LearningObjective:

10.3:

Explainhowtowriteforvariousmedia.

Difficulty:

Easy

AACSB:

Writtenandoralcommunication

26）________includestheelementsinaprintadthataredesignedtobereadandabsorbed.

A）Bodycopy

B）Displaycopy

C）Adese

D）Brag-and-boastcopy

E）Newscopy

Answer:

A

LearningObjective:

10.3:

Explainhowtowriteforvariousmedia.

Diffic