Ad Copy Ad Copy MCQ 4 — Questions and Answers
Question 1: What does 'CPM' stand for in digital advertising, and what does it measure?
- Cost Per Message, measuring email campaigns
- Cost Per Mille, measuring cost per 1,000 impressions (Correct answer)
- Clicks Per Minute, measuring ad engagement speed
- Content Performance Metric, measuring ad quality
Correct answer: Cost Per Mille, measuring cost per 1,000 impressions
CPM (Cost Per Mille) measures the cost an advertiser pays for 1,000 ad impressions, where 'mille' means thousand in Latin.
Question 2: In Facebook ad copy, what is the recommended approach when targeting cold audiences versus warm audiences?
- Use identical copy for consistency
- Use longer educational copy for cold audiences and shorter reminder copy for warm audiences (Correct answer)
- Always use video copy regardless of audience temperature
- Focus only on discounts for cold audiences
Correct answer: Use longer educational copy for cold audiences and shorter reminder copy for warm audiences
Cold audiences need more context and education about the product, while warm audiences already have awareness and need shorter conversion-focused copy.
Question 3: What is 'benefit stacking' in sales copy?
- Listing many features in a single sentence
- Presenting multiple benefits in sequence to build cumulative desire (Correct answer)
- Comparing your product to competitors
- Using tiered pricing structures
Correct answer: Presenting multiple benefits in sequence to build cumulative desire
Benefit stacking layers one benefit on top of another to increase perceived value and make the offer feel increasingly compelling.
Question 4: Which copywriting mistake involves making claims that seem too good to be true and reduce credibility?
- Under-promising
- Hype and hyperbole overload (Correct answer)
- Feature dumping
- Passive voice writing
Correct answer: Hype and hyperbole overload
Excessive hype ('the greatest product ever made!') triggers skepticism and undermines otherwise valid claims in the copy.
Question 5: What is a 'Johnson Box' in direct mail copywriting?
- A bordered box at the top of a letter summarizing the key offer (Correct answer)
- A box listing product dimensions and specifications
- The signature block at the end of a letter
- A checklist of benefits in box format
Correct answer: A bordered box at the top of a letter summarizing the key offer
A Johnson Box is a bordered text box placed before the salutation in a direct mail letter to highlight the core offer for readers who skim.
Question 6: When writing ad copy for a luxury brand, which tone is most appropriate?
- Urgent and scarcity-focused with countdown timers
- Exclusive, aspirational, and understated (Correct answer)
- Casual and conversational with humor
- Data-heavy with technical specifications
Correct answer: Exclusive, aspirational, and understated
Luxury brands use exclusivity and aspiration rather than urgency or discounts, which can cheapen the brand perception.
Question 7: What does A/B testing in ad copy specifically test for?
- Which ad design loads faster
- The performance difference between two copy variations to find the higher converter (Correct answer)
- Whether the ad meets platform guidelines
- The difference in cost between two ad campaigns
Correct answer: The performance difference between two copy variations to find the higher converter
A/B testing (split testing) shows each variation to a separate audience segment and measures which produces better results like CTR or conversions.
Ad Copy Ad Copy MCQ 4
What does 'CPM' stand for in digital advertising, and what does it measure?