Dpa 112: Introduction To Copywriting Question Paper

Dpa 112: Introduction To Copywriting

Course:Diploma In Journalism And Mass Communication

Institution: Masinde Muliro University Of Science And Technology question papers

Exam Year:2009

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MASINDE MULIRO UNIVERSITY OF SCIENCE AND TECHNOLOGY(MMUST)
UNIVERSITY EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR DIPLOMA IN JOURNALISM AND MASS COMMUNICATION
COURSE CODE: DPA 112
COURSE TITLE: INTRODUCTION TO COPYWRITING

DATE: 28th April 2009 TIME: 9.00 a.m. – 12.00 noon

INSTRUCTIONS TO CANDIDATES
Answer question 1 and any other TWO questions

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1. Study the advertisement attached carefully.
(a) Describe what you believe to be the advertiser’s message strategy.
(b) Explain how well the advertiser has followed the steps up to the
copywriter’s pyramid. (30 marks)

2. Explain, giving examples, the following terms as used in copywriting:
(a) Alliteration
(b) Typography
(c) Slogan
(d) Readability (20 marks)

3. Discuss, giving relevant examples, any three copy devices. (20 marks)

4. Explain the following acronym as used in copywriting: AIDCA. (20 marks)

5. Discuss the basic functions of a headline. (20 marks)

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