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Advertising Creative, Third Edition
Tom Altstiel and Jean Grow
Test Bank
6. According to the text, which of the following is NOT one of the Seven Deadly Sins of
Copywriting?
a. Advertising-ese
b. Boredom
c. Deadwood
d. Poor grammar
10. Which of the following is NOT in the Checklist for Better Copy?
a. Does your copy describe or explain what the visual is all about?
b. Did you put your strongest sales point first?
c. Did you appeal the to the consumers point of view?
d. Does the copy conform to a clear central idea (The One Thing)?
True / False
2. In advertising classes and in the real world, your writing will be evaluated on how well
you communicate. Period. - T
3. The laundry list a common sin committed by beginning writers. They say the same thing
several different ways, time after time, in a very redundant fashion. - F
4. The best advice for any creative person is “Write fresh. Edit hot. - F
1. Power writing involves creating the most stylistic approach to presenting a sales
pitch with words and ruthlessly weeding out simple words. –F
Essay Questions
3) Name three of the “Seven Deadly Sins” and describe what makes them deadly.
4) List some of the marketing communication methods besides print advertising where
writing body copy is a key component.
5) List the instances where more detailed body copy is required instead of a list of
bullet points or a single line of copy.
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Title: Saksanmaa
Talvinen tarina
Language: Finnish
Talvinen tarina
Kirj.
HEINRICH HEINE
Suomentanut
O. Manninen
SAKSANMAA
Talvinen tarina
Alkusana.
Heinrich Heine.
JÄÄHYVÄISET PARIISILLE
Ah ranskalaiset te rattoisat,
iloveikkoni, huomaan Herran!
Minut kaiho lapsekas ajaa pois,
mut en viivy kuin täytymän verran.