Ad Copy Ad Copy MCQ 3

Question 1

What is the primary purpose of a subheadline in ad copy?

Accepted Answer

To support and expand on the headline's promise

Answer

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?

Accepted Answer

The product, price, terms, and incentive to act now

Answer

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?

Accepted Answer

Authority bias

Answer

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?

Accepted Answer

Contrarian headline

Answer

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?

Accepted Answer

Using precise numbers and details instead of vague claims

Answer

Specific claims like '97.3% customer satisfaction' are more believable than vague claims like 'most customers love us.'

Ad Copy Practice Test