who, what, where, when, (and sometimes how) are elements of every story we tell. Journalist and PR practitioners call them the ______________ to refer to these story elements
5 W's
what are the 4 P's of marketing
Price Product Promotion Personal
TRUE or FALSE. IMC is targeted to a mass audience rather than the individual consumer
FALSE
as a creative person you naturally want to write a clever copy and produce fancy promotions, BUT as a professional, your:
obligation to your client is to increase sales at the lowest possible cost
for copy to convince the consumer to buy a product, it must do three things:
get attention
communicate
persuade
TRUE or FALSE. The internet, computers, video games, and other electronic media have cause a reduction in the human attention span
TRUE
IMC focuses on and answers the follow consumer question:
whats in it for me
when creating a headline it is important to
play to your niche. don't over simplify or patronize the headline
all stories have three parts. they are
beginning, middle, and end
TRUE or FALSE. don't worry about being bring. if your copy is boring, your headline can be jazzy enough to keep the reader's attention
FALSE
the four functions of a headline are
draw the reader into the body copy
select the audience
deliver a complete message
get attention
ALL OF THE ABOVE
give e 4 powerful attention-getting words that we discussed or are in the book to use in a headline to capture a readers attention
NOW, FREE, HURRY, LIMITED, SAVE, EASY, SALE
there are 8 types of basic headlines, what are they
direct headlines
indirect headlines
news headlines
how-to headlines
question headlines
command headlines
reason-why headlines
testimonial headlines
what are the 4 U's
Unique
Ultra specific
Useful
Urgency
TRUE or FALSE. it is important to know your language. even with the informal style, you will never be criticized for using the proper spelling, punctuation, grammar, etc.
TRUE