Copywriting I - IBU 026 Midterm Exam Prep Questions PDF

Copywriting I - IBU 026 Prof. Jasmin Alić Midterm Exam Preparation questions for students - real exam questions may be different Please refer to our class presentations on your LMS for inspiration :) Piece of advice -> aim for understanding, not memorization 1. Share your best definition of copywr...

Copywriting I - IBU 026 Prof. Jasmin Alić Midterm Exam Preparation questions for students - real exam questions may be different Please refer to our class presentations on your LMS for inspiration :) Piece of advice -> aim for understanding, not memorization 1. Share your best definition of copywriting. 2. If copywriting isn't about writing, what is it about? Explain. 3. What does a copywriter do, exactly? 4. Where does a copywriter typically work? 5. Explain the differences between a freelance copywriter and an agency copywriter. 6. Explain the difference between a draft and a deliverable. 7. What is the goal of advertising? Explain. 8. What is the "creative challenge" of every copywriter? 9. How would you describe "good copy"? 10. Why are super creative and humorous ads troubling? 11. For copy to convince the consumer to buy the product, it must do three things. Explain. 12. What is the main difference between writing copy in the past vs. today? 13. How many minutes is the average human attention span today? 14. Name at least 10 different forms of copy in the world today. 15. Share your best explanation of persuasive copy. 16. Share your best explanation of outcome-based copy. 17. Share your best explanation of why copy is visual too. 18. What are some ways to make our copy more memorable? 19. Clear vs. creative copy? Which one is better and why? 20. What are some writing techniques you should almost NEVER use in your copy? 21. What does it mean to "put the reader first" in your copy? 22. "Copy is not written. Copy is assembled." Explain what this means. 23. What is the KISS technique in copywriting? Explain. 24. "First, write more. Then, write less." Explain what this means. 25. "Too much copy? Make it choppy." Explain what this means. 26. Why should we never introduce features and solutions first in our copy? 27. What questions can we ask ourselves to make sure our audience understands our copy? 28. What is the main benefit of good research for a copywriter? 29. What does a good client brief include? 30. Explain the differences between a client brief vs. a client call. 31. Should copywriters ask a lot of questions? 32. How many ads does an average person see per day? How many do they actually register? 33. What is the main job of a headline? Explain. 34. What is the importance of the "first impression" in your copy? 35. How many people read only the headline vs. the rest of your copy? 36. What is a "creative trap" that most copywriters fall into? 37. Name 2 types of fail-safe headlines. If you can, include examples too. 38. What does the H.O.T. headline formula stand for? 39. From totally unaware to very aware, what are Eugene Schwartz's 5 Levels of Customer Awareness? 40. Write a _________ using the AIDA copywriting formula.