Межсессионное тестирование студентов третьего курса по пройденным лекционным темам(5 семестр)

1 2 3 4 5 6 7

Ответы.

1. The only part of the copy that people read.

a. copy

b. signature

c. body copy

d. headline

2. For the most advertisements it consists of an introductory statement or paragraph, several explanatory paragraphs and a closing paragraph.

a. copy

b. signature

c. body copy

d. headline

3. ……identities the sponsor of the advertisement.

a. copy

b. signature

c. artwork

d. headline

4. …..consists of illustration and layout.

a. copy

b. signature

c. artwork

d. headline

5. The verbal portion of the advertisement is …..

a. copy

b. signature

c. artwork

d. headline

6. Copy includes headlines, sub-headlines, body copy and ….

a. closing paragraph

b. signature

c. introductory statement

d. several explanatory paragraphs

7. The signature may contain several elements, including the……, logo, name, and address.

a. closing paragraph

b. company’s trademark

c. introductory statement

d. several explanatory paragraphs

8. Illustrations are used to attract attention, …… the audience to read or to listen to the copy.

a. to gain

b. to grab

c. to encourage

d. to entertain

9. To develop body copy you should identify a specific…. or problem of consumers.

a. interest

b. attention

c. yearning

d. desire

10. To develop body copy you should state the… and benefits of the product.

a. advantages

b. profits

c. attractions

d. photographs

11. What is the physical arrangement of the illustration, headline, sub-headlines, body copy and signature.

a. copy

b. layout

c. body copy

d. headline

12. The statement of the message tasks must cover…..specific areas:

a. 4

b. 3

c. 5

d. 6

13. For a message…. effective in accomplishing its tasks.

a. is to

b. to be

c. are to

d. to be to

14. It must…..basic needs and suggest the way to satisfy them.

a. arouse

b. increase

c. amuse

d. decrease

15. ….it give the image you want?

a. does

b. would

c. will

d. shall

16. A Successful well-written advertisement seldom …..words or time?

a. spends

b. wastes

c. reduce

d. leaves

17. There are a few suggestions how......an ad that will deliver the message you want.

a. to create

b. creates

c. will create

d. can create

18. There is no sense ……..an ad if you don’t ask for the sale.

a. on writing

b. to write

c. in writing

d. during writing

19. Creativity is essential, but it is ……

a. sufficient

b. unsufficient

c. enough

d. insufficient

20. The text part deals with….. strategy.

a. message

b. content

c. text

d. written

21. The message strategy part will be divided according to ….main topics.

a.6

b.3

c.4

d.5

22. To create the message of relevance, the writers and artists must…..themselves in all available information.

a. do

b. immerse

c. create

d. earn

23. Copy deals with the….aspects of the message.

a. visual

b. verbal

c. written

d. oral

24. Layout deals with the.....aspects.

a. visual

b. verbal

c. written

d. oral

25. The goal of the message strategy....to develop a message or a series of messages.

a. are

b. is

c. was

d.‑

26. The objective in the process of choosing the message has……components.

a. 3

b. 2

c. 4

d. 5

27. “What you have to say is more important than how you say it.” wrote……

a. Ed Meyer

b. David Ogilvy

c. Ogilvy and Mather

d. Benton and Bowles

28. The real creative strategy is the one that relates product to ……

a. dreaming

b. inventions

c. wishes

d.yearnings

29. It involves the seeing of old facts in new……..

a. point of view

b. places

c. environments

d. relationships

30. The job of your ……….is to review and re-review everything you know about a subject.

a. subconscious

b. conscious

c. head

d. design

31. The purpose of real creative strategizing is simple and …….

a. necessary

b. complicated

c. vital

d important

32. Advertisement exploits the……and creates unnecessary needs.

a. students

b.competitors

c. consumers

d.politicers

33. There are the…… most common criticism.

a. 2

b.3

c.4

d.5

34. Advertising reduces rather than…… prices.

a. inflates

b.increases

c. decreases

d. stimulates

5. Slogans, Logos, Type

Vocabulary:

to enhance-усиливать, увеличивать

concise- краткий, чёткий

bold-жирный (стиль письма)

merchandiser-торговец

to emulate-соревноваться, стараться превзойти

dull-скучный, тусклый

versatile-многосторонний, изменчивый

a sophistication-изощренность, подделка

t o embody-воплощать, олицетворять

A unique and memorable slogan that summarizes and highlights your firm’s special capabilities can strengthen the impact of your message, increase your firm’s name recognition and enhance your firm’s image.

An effective slogan can also act as a powerful closer or summary statement for your advertisement.

A distinctive and attractive Logo can help to increase your firm’s name recognition and communicate something about a personality of your firm and the nature of your environment. Some firms like to have a traditional, highly formal image; others like to convey the idea that their firm’s culture is rather informal and somewhat more casual.

The type and layout for your advertisement should reflect your firm’s personality and image you want to create for existing clients, potential clients, your employees and the general public. A busy and chaotic layout can make people feel that your firm is poorly organized and inefficient.

Remember!: Good copy should be clear, crisp and concise!

The three C of copy writing suggest that the words in your advertising message do a good job for communicating. Don’t use big words when small words can make your meaning clear. Use colorful descriptive terms. Use the number of words necessary to make your meaning clear and no more - but also no less!

Yale University found the following 12 words which are the most personal and persuasive words in our language: 1) You; 2) Discovery; 3) Safety; 4) Money; 5) Proven; 6) Results; 7) Love; 8) Guarantee; 9) Save; 10) New; 11) Easy; 12) Health.

The largest advertising with the boldest type doesn’t necessarily receive the attention of your clients. Sometimes the big and the bold just end up looking like the big, the bad and the ugly. Does it mean you never use big bold type or graphics in your ads? Just keep in mind that a little goes a long way. Whatever you are preparing – ads, press-releases and the like remember that your main purpose is to inform. Just don’t go overboard.

What is your tone?

The tone of your advertisement should reflect the nature of your target audience as well as your firm’s personality and orientation.

For example: If you are trying to attract physicians your message should be written the way doctors think and speak. If you are trying to attract clients in a particular industry, use phrases, images, and language that are close to the businesses in that field. Try to let your advertisement speak from your client’s point of view. After all, they are the people to whom you are trying to promote your services. In brief, you want potential clients to know that you speak and understand their language.

6. Color for a good advertising

Vocabulary:

to inspire- вдохновлять

an excitement- волнение

to purchase - покупать

the sole purpose — единственная (исключительная) причина

to relate to- связывать, иметь отношение

to set in — зд. стараться превзойти

a freshness- свежесть

brightness - яркость

a grabber - захватчик

to accentuate — делать ударение, подчеркивать, выделять

edible -съедобный

to evoke -вызывать (эмоции)

consistent — последовательный, согласующийся

a palette- палитра

It is well know that the color red inspires impulsive buying. Our eyes are drawn to the color like ducks to water. The most often used color is red. The next one is yellow. Both colors tend to raise your blood pressure. They cause excitement, which goes to prove one thing: colors affect us.

The science of color

For a long time color has been used by both advertiser and merchandiser to encourage us (the consumer) to take action (to purchase product or service). Sometimes a color is selected for the sole purpose of drawing attention to the product or advertisement. This is when red or yellow may be used. But you can also attract attention buy using a combination of colors.

For example: Stagg ® Chili uses a black ground with gold letters. Total ® creates eye-catching appeal with a blue package and a red logo. Color can also be used to relate to a particular product or service. Consider the Green Giant ® product. Their packages are made in a white background with the famous green logo. These products are trying to emulate freshness or healthfulness. Green does the job. A ® W is a perfect example, which uses brown and orange.

Designer and color

Designers often select colors to bring life to a dull advertising. Something those colors selected by a designer aren’t always based on real scientific choice.

What colors say?

Here is a short review of some of the basics used today colors in advertisements or product development and what they mean.

Blue – here is the all-time color favorite for most folks especially men. It is a cool color that is extremely versatile inspiring us in so many different directions.

Yellow – this color raises our blood pressure a bit and catches our eyes specifically when used against black. Yellow embodies life, joy and offers a high-visual impact. It adds brightness to our life.

Red – this color is an attention grabber. It is the hottest color with the highest impact for attention and action. It is a symbol of passion and power. It has a strong masculine appeal.

Green - it is the symbol of health. Green is often used with health food products, vegetables and even mentholated tobacco products (to emphasize freshness).

Brown -it is also a masculine color; it does have a strong appeal to women as well. It is symbolizes hearth, earth, wood, comfort, home.

Black -it is embodiment of sophistication, usually used for expensive products. It is also a wonderful background color to accentuate other colors, such as yellow, red and orange.

Orange – this is a color of autumn. It is an edible color and it evokes strong emotions regarding holidays, home, good things to eat.

We can use this color to provide an accent to our visual presentations.

Whatever the color you choose, keep it simple (not more than 3 colors per item) and be consistent. Remember: always to stay with the same color palette. It helps you to be identified and is more pleasing to the eye.

Questions:

1. What is a good copy?

2. What are the most personal and persuasive words in our language?

3. Characterize your favorite color.

5. 6. Slogans, Logos, Type.Color for a good advertising.

Test.

1. Good copy should be clear, crisp and…..

a. clean

b. shot

c. concise

d. conscious

2. Recent research conducted at Yale University found ….words are the most personal and persuasive words in our language.