Chapter 14: Marketing

Test Bank

Multiple Choice

1. ______ is the process of using various media platforms to reach audience members in hopes of selling them goods or services.

A. Marketing

B. Advertising

C. Public relations

D. News writing

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Comprehension

Answer Location: Introduction

Difficulty Level: Medium

2. A(n) ______ incorporates a variety of elements, including your organization’s name, its logos, its activities, and its relationships.

A. ad

B. brand

C. news release

D. news story

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Comprehension

Answer Location: Brands and Branding

Difficulty Level: Medium

3. The ______ is a permanent aspect of the organization and is deeply rooted in every aspect of how that group acts.

A. ad

B. campaign

C. brand

D. news release

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Comprehension

Answer Location: Campaigns Versus Brands

Difficulty Level: Medium

4. A(n) ______ works in the short term to provide audience members with information about a single element or idea.

A. ad

B. brand

C. news story

D. campaign

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Application

Answer Location: Campaigns Versus Brands

Difficulty Level: Hard

5. A(n) ______ is meant to alert your list of audience members as to an opportunity you want them to consider.

A. email blast

B. one-sheet

C. brochure

D. press kit

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Application

Answer Location: Email Blasts

Difficulty Level: Hard

6. ______ can be anything from a postcard to a small magazine-style piece.

A. Email blasts

B. One-sheet mailers

C. Brochures

D. Press releases

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Comprehension

Answer Location: One-Sheets

Difficulty Level: Medium

7. Whether you mail them to potential customers, feature them in a rack of information, or leave them behind after a sales call, ______ offer you an opportunity to inform and persuade people.

A. press releases

B. ads

C. brochures

D. one-sheets

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Knowledge

Answer Location: Brochures

Difficulty Level: Easy

8. In writing for marketing, the ______ should serve as a key part of your piece.

A. closing elements

B. opening lines

C. main body copy

D. headline

Learning Objective: 14-2: Outline the key elements in a piece of copywriting, including the headline, the body copy and the final paragraph.

Cognitive Domain: Comprehension

Answer Location: Headline

Difficulty Level: Medium

9. The ______ of your body copy works like a lead in some ways.

A. opening lines

B. closing elements

C. main body copy

D. headline

Learning Objective: 14-2: Outline the key elements in a piece of copywriting, including the headline, the body copy and the final paragraph.

Cognitive Domain: Application

Answer Location: Opening Lines

Difficulty Level: Hard

10. The ______ should deliver on the promises outlined in the headline and the first paragraph.

A. opening lines

B. remainder of the body copy

C. main body copy

D. headline

Learning Objective: 14-2: Outline the key elements in a piece of copywriting, including the headline, the body copy and the final paragraph.

Cognitive Domain: Application

Answer Location: Main Body Copy

Difficulty Level: Hard

11. In the ______, you want to remind your audience of your primary theme and offer them a solid call to action.

A. opening lines

B. remainder of the body copy

C. closing elements

D. headline

Learning Objective: 14-2: Outline the key elements in a piece of copywriting, including the headline, the body copy and the final paragraph.

Cognitive Domain: Application

Answer Location: Closing Elements

Difficulty Level: Hard

12. ______ need to understand their audience members just as much as anyone else in the field of media.

A. Janitors

B. Chefs

C. Cooks

D. Copywriters

Learning Objective: 14-3: Compare and contrast the approaches copywriters and other media professionals take in terms of writing.

Cognitive Domain: Knowledge

Answer Location: Audience Needs

Difficulty Level: Easy

13. You can think of features as the ______ elements of what you are selling.

A. “what”

B. “why”

C. “where”

D. “when”

Learning Objective: 14-3: Compare and contrast the approaches copywriters and other media professionals take in terms of writing.

Cognitive Domain: Knowledge

Answer Location: Benefits and Features

Difficulty Level: Easy

14. You can think of benefits as the ______ elements associated with those features.

A. “what”

B. “why”

C. “where”

D. “when”

Learning Objective: 14-3: Compare and contrast the approaches copywriters and other media professionals take in terms of writing.

Cognitive Domain: Knowledge

Answer Location: Benefits and Features

Difficulty Level: Easy

15. The ______ should serve not only the audience members but should also reflect what your client wants.

A. benefits and features

B. audience needs

C. call to action

D. tone of voice

Learning Objective: 14-3: Compare and contrast the approaches copywriters and other media professionals take in terms of writing.

Cognitive Domain: Knowledge

Answer Location: Call to Action

Difficulty Level: Easy

16. The ______ provides readers with a sense of how they should feel upon buying the product or using the service.

A. audience needs

B. benefits and features

C. call to action

D. tone of voice

Learning Objective: 14-4: Explain the importance of “tone of voice” in copywriting.

Cognitive Domain: Knowledge

Answer Location: Tone of Voice

Difficulty Level: Easy

17. A ______ is a tool that organizations develop over time that defines jargon in user-friendly terms.

A. brand dictionary

B. word bank

C. thesaurus

D. journal entry

Learning Objective: 14-3: Compare and contrast the approaches copywriters and other media professionals take in terms of writing.

Cognitive Domain: Comprehension

Answer Location: Use a Word Bank and Brand Dictionary

Difficulty Level: Medium

18. A ______ contains a list of terms that should be used within copy to maintain the overall feel of the brand.

A. brand dictionary

B. word bank

C. thesaurus

D. journal entry

Learning Objective: 14-3: Compare and contrast the approaches copywriters and other media professionals take in terms of writing.

Cognitive Domain: Application

Answer Location: Use a Word Bank and Brand Dictionary

Difficulty Level: Hard

19. ______ see what others have done and look for better ways to do it.

A. Warriors

B. Innovators

C. Adaptors

D. Challengers

Learning Objective: 14-6: Discuss the value of creativity and the ways in which you can integrate it into your work as a writer.

Cognitive Domain: Application

Answer Location: Adapt and Innovate

Difficulty Level: Hard

20. ______ are people who break the mold entirely, seeing things that have yet to be done and that others can’t see.

A. Challengers

B. Warriors

C. Adaptors

D. Innovators

Learning Objective: 14-6: Discuss the value of creativity and the ways in which you can integrate it into your work as a writer.

Cognitive Domain: Application

Answer Location: Adapt and Innovate

Difficulty Level: Hard

21. A(n) ______ is a memorable line or catch phrase in each campaign.

A. tag line

B. strategic relevance

C. adaptor

D. innovator

Learning Objective: 14-6: Discuss the value of creativity and the ways in which you can integrate it into your work as a writer.

Cognitive Domain: Application

Answer Location: Seek a Tagline

Difficulty Level: Hard

22. ______ refers to the idea of making the creative aspects relate to the product itself or to the overall marketing strategy.

A. Creativity

B. Strategic relevance

C. Campaign

D. Branding

Learning Objective: 14-6: Discuss the value of creativity and the ways in which you can integrate it into your work as a writer.

Cognitive Domain: Knowledge

Answer Location: Apply Strategic Relevance

Difficulty Level: Easy

23. ______ is the first stage in the creative pyramid that serves to stimulate the readers and get them engaged in what you want to tell them.

A. Interest

B. Credibility

C. Awareness

D. Desire

Learning Objective: 14-6: Discuss the value of creativity and the ways in which you can integrate it into your work as a writer.

Cognitive Domain: Knowledge

Answer Location: Creative Pyramid

Difficulty Level: Easy

24. In the creative pyramid, ______ gets to the heart of your message and provides your readers with the core information you want to offer them.

A. credibility

B. attention

C. desire

D. interest

Learning Objective: 14-6: Discuss the value of creativity and the ways in which you can integrate it into your work as a writer.

Cognitive Domain: Comprehension

Answer Location: Creative Pyramid

Difficulty Level: Medium

25. ______ stage is one of the least creatives in the pyramid, as you have to offer readers a logical and valuable set of information.

A. Credibility

B. Attention

C. Desire

D. Interest

Learning Objective: 14-6: Discuss the value of creativity and the ways in which you can integrate it into your work as a writer.

Cognitive Domain: Comprehension

Answer Location: Creative Pyramid

Difficulty Level: Medium

True/False

1. In most cases, you will not establish a brand but rather work to enhance it through the development of a campaign.

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Knowledge

Answer Location: Campaigns Versus Brands

Difficulty Level: Easy

2. A campaign is a permanent aspect of the organization and is deeply rooted in every aspect of how that group acts.

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Application

Answer Location: Campaigns Versus Brands

Difficulty Level: Hard

3. The important thing is to have a clear vision for the role of each marketing piece you create.

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Knowledge

Answer Location: Useful Marketing Platforms and Tools

Difficulty Level: Easy

4. A brochure is meant to alert your list of audience members as to an opportunity you want them to consider.

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Comprehension

Answer Location: Email Blasts

Difficulty Level: Medium

5. A stock postcard or simple one-sheet mailer can have a powerful impact if done right.

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Comprehension

Answer Location: One-Sheets

Difficulty Level: Medium

6. Opening lines serve as the dominant element in your marketing piece.

Learning Objective: 14-2: Outline the key elements in a piece of copywriting, including the headline, the body copy and final paragraph.

Cognitive Domain: Knowledge

Answer Location: Headline

Difficulty Level: Easy

7. The first sentence or two of your body copy works like a lead in some ways.

Learning Objective: 14-2: Outline the key elements in a piece of copywriting, including the headline, the body copy and final paragraph.

Cognitive Domain: Comprehension

Answer Location: Opening Lines

Difficulty Level: Medium

8. With the main body copy, you should provide your audience with opportunities to do something.

Learning Objective: 14-2: Outline the key elements in a piece of copywriting, including the headline, the body copy and final paragraph.

Cognitive Domain: Comprehension

Answer Location: Main Body Copy

Difficulty Level: Medium

9. As a copywriter for an organization, your job is to create clear messages that target a defined audience.

Learning Objective: 14-3: Compare and contrast the approaches copywriters and other media professionals take in terms of writing.

Cognitive Domain: Comprehension

Answer Location: Copywriting for a Brand

Difficulty Level: Medium

10. Copywriters do not need to understand their audience members as much as others in the field of media.

Learning Objective: 14-3: Compare and contrast the approaches copywriters and other media professionals take in terms of writing.

Cognitive Domain: Knowledge

Answer Location: Audience Needs

Difficulty Level: Easy

11. Your content must demonstrate value and quality by outlining not just the features of what you are promoting but also the benefits of those features.

Learning Objective: 14-3: Compare and contrast the approaches copywriters and other media professionals take in terms of writing.

Cognitive Domain: Knowledge

Answer Location: Benefits and Features

Difficulty Level: Easy

12. Innovators are people who look to “build a better mousetrap,” so to speak.

Learning Objective: 14-6: Discuss the value of creativity and the ways in which you can integrate it into your work as a writer.

Cognitive Domain: Knowledge

Answer Location: Adapt and Innovate

Difficulty Level: Easy

13. A campaign will need to establish a tone of voice that matches the brand’s overall tone.

Learning objective: 14-4: Explain the importance of “tone of voice” in copywriting.

Cognitive Domain: Knowledge

Answer Location: Tone of Voice

Difficulty Level: Easy

14. A brand dictionary is a tool that organizations develop over time that defines jargon in user-friendly terms.

Learning Objective: 14-3: Compare and contrast the approaches copywriters and other media professionals take in terms of writing.

Cognitive Domain: Comprehension

Answer Location: Use a Word Bank and Brand Dictionary

Difficulty Level: Medium

15. What makes marketing so effective is that marketers have the opportunity to play the short game when it comes to brand awareness.

Learning Objective: 14-5: Understand digital tips and techniques that can help you reach an audience.

Cognitive Domain: Comprehension

Answer Location: CONNECT: Digital tools and techniques for marketing to your audience

Difficulty Level: Medium

Short Answer

1. What is the difference between a brand and a campaign?

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Comprehension

Answer Location: Campaigns Versus Brands

Difficulty Level: Medium

2. What are the key elements in copywriting?

Learning Objective: 14-2: Outline the key elements in a piece of copywriting, including the headline, the body copy and the final paragraph.

Cognitive Domain: Comprehension

Answer Location: ADAPT: Building Copy

Difficulty Level: Medium

3. What are some issues you should consider when writing marketing copy?

Learning Objective: 14-2: Outline the key elements in a piece of copywriting, including the headline, the body copy and the final paragraph.

Cognitive Domain: Comprehension

Answer Location: Copywriting for a Brand

Difficulty Level: Medium

4. What is the importance of “tone of voice” in copywriting?

Learning objective: 14-4: Explain the importance of “tone of voice” in copywriting.

Cognitive Domain: Comprehension

Answer Location: Tone of Voice

Difficulty Level: Medium

5. How can you integrate creativity into your work as a writer?

Learning Objective: 14-6: Discuss the value of creativity and the ways in which you can integrate it into your work as a writer.

Cognitive Domain: Comprehension

Answer Location: Writing Creatively for Marketing

Difficulty Level: Medium

Essay

1. Explain the differences between campaigns and brands.

Learning Objective: 14-1: Define a brand and a campaign and be able to distinguish between the two.

Cognitive Domain: Comprehension

Answer Location: Campaigns Versus Brands

Difficulty Level: Medium

2. Describe and explain some useful digital tools and techniques for marketing to your audience.

Learning Objective: 14-5: Understand digital tips and techniques that can help you reach an audience.

Cognitive Domain: Comprehension

Answer Location: CONNECT: Digital tools and techniques for marketing to your audience

Difficulty Level: Medium

3. What are some issues to consider when copyrighting for a brand?

Learning Objective: 14-2: Outline the key elements in a piece of copywriting, including the headline, the body copy and the final paragraph.

Cognitive Domain: Comprehension

Answer Location: Copywriting for a Brand

Difficulty Level: Medium

4. What should you consider when developing creativity to your marketing work?

Learning Objective: 14-6: Discuss the value of creativity and the ways in which you can integrate it into your work as a writer.

Cognitive Domain: Comprehension

Answer Location: Writing Creatively for Marketing

Difficulty Level: Medium

5. List and describe the basic stages of the creative pyramid.

Learning Objective: 14-6: Discuss the value of creativity and the ways in which you can integrate it into your work as a writer.

Cognitive Domain: Comprehension

Answer Location: Creative Pyramid

Difficulty Level: Medium