Ad Copy Ad Copy MCQ 3 — Questions and Answers
Question 1: What is the primary purpose of a subheadline in ad copy?
- To repeat the headline in different words
- To support and expand on the headline's promise (Correct answer)
- To list product features
- To include the brand name
Correct answer: To support and expand on the headline's promise
A subheadline bridges the headline and body copy by elaborating on the main promise and keeping readers engaged.
Question 2: In direct response advertising, what does 'the offer' typically include?
- Only the product description
- The product, price, terms, and incentive to act now (Correct answer)
- The brand story and mission
- The technical specifications
Correct answer: The product, price, terms, and incentive to act now
A complete direct response offer includes what you're selling, the price, payment terms, and a reason to respond immediately.
Question 3: What copywriting approach does the phrase 'As seen on TV' exemplify?
- Authority bias (Correct answer)
- Scarcity
- Reciprocity
- Price anchoring
Correct answer: Authority bias
Media mentions leverage authority bias, implying the product is credible because a trusted source featured it.
Question 4: Which type of headline directly challenges the reader's current belief or assumption?
- Question headline
- Command headline
- Contrarian headline (Correct answer)
- Testimonial headline
Correct answer: Contrarian headline
Contrarian headlines grab attention by contradicting conventional wisdom, such as 'Why dieting makes you fatter.'
Question 5: What is 'specificity' in ad copy and why does it improve credibility?
- Using industry jargon to sound expert
- Using precise numbers and details instead of vague claims (Correct answer)
- Targeting a narrow audience segment
- Focusing on one product feature only
Correct answer: Using precise numbers and details instead of vague claims
Specific claims like '97.3% customer satisfaction' are more believable than vague claims like 'most customers love us.'
Question 6: What is the role of a 'P.S.' (postscript) in direct mail or email copy?
- To apologize for any errors in the letter
- To restate the most important offer or deadline since many readers skip to the end (Correct answer)
- To list legal disclaimers
- To add the sender's contact information
Correct answer: To restate the most important offer or deadline since many readers skip to the end
Studies show the P.S. is one of the most-read sections, making it prime real estate to repeat your key offer or call to action.
Question 7: Which of the following best describes 'dimensional mail' in direct marketing?
- Mail with multiple pages
- Physical mail that contains a 3D object to increase open rates (Correct answer)
- Mail campaigns segmented by geography
- Digital ads that appear in 3D formats
Correct answer: Physical mail that contains a 3D object to increase open rates
Dimensional mail includes physical objects (like a box or tube) that almost guarantee opening because recipients are curious about contents.
Ad Copy Ad Copy MCQ 3
What is the primary purpose of a subheadline in ad copy?