A Copywriter Is Just Starting on a Print Ad for a New

question 40

Multiple Choice

A copywriter is just starting on a print ad for a new brand of dishwasher detergent.Which of the following is the first step in developing copy for print? 

• A) Sketching an overall view of the finished ad 
• B) Meeting with the creative director to brainstorm a list of exciting words to be included 
• C) Deciding how to use, or not use, the three main components of print copy 
• D) Writing a few rough headlines and possibly subheads

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Definitions:

Industry

A category or sector of the economy that involves similar types of products or services, characterized by common production processes and markets.

Top-Down Analysis

Investment analysis approach that starts with global economy conditions before drilling down to industry and company-specific factors.

Fixed Costs

Business expenses that remain the same regardless of the level of production or sales, such as rent, salaries, or loan payments.

Variable Costs

Costs that vary directly with the level of output or production activity.