Ad Copy Ad Copy MCQ 4

Question 1

What does 'CPM' stand for in digital advertising, and what does it measure?

Accepted Answer

Cost Per Mille, measuring cost per 1,000 impressions

Answer

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?

Accepted Answer

Use longer educational copy for cold audiences and shorter reminder copy for warm audiences

Answer

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?

Accepted Answer

Presenting multiple benefits in sequence to build cumulative desire

Answer

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?

Accepted Answer

Hype and hyperbole overload

Answer

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?

Accepted Answer

A bordered box at the top of a letter summarizing the key offer

Answer

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.

Ad Copy Practice Test

Ad Copy Practice Test

Ad Copy Ad Copy MCQ 4