When a set of commercials or announcements is to be written and if it generates a lengthy copy, it is called:
(A) donut copy
(B) core copy
(C) modulated copy
(D) open copy
Correct Ans: (A)
Explanation:
A donut copy refers to a special format used in writing commercials or announcements, especially in broadcast advertising. It becomes particularly useful when the copy is lengthy or needs to include flexible, localized content within a broader standard message.
The term “donut” comes from its structural resemblance to the pastry: a central “hole” is left open in the script. Advertisers insert this variable content—such as regional offers, dealership names, or time-sensitive messages—into the gap. The beginning and end of the commercial (the “shell”) remain the same, while the “hole” adapts to different needs or markets.
This format is widely used in radio and television advertising. For instance, a car company might create a national ad with a generic opening and closing but leave space in the middle for each dealer to insert localized promotions. That way, the ad maintains branding consistency while allowing targeted communication.
In contrast, the other options listed do not accurately describe this structure. A core copy refers to the main body of a message, not a modular format. Modulated copy suggests tone or pitch variation, which is more relevant to voice delivery than script format. Open copy isn’t a recognized industry term for this context.
Overall, the donut copy strikes a balance between consistency and customization. It offers advertisers an efficient way to scale messages across different markets without sacrificing personalization—making it a valuable tool in large-scale campaign planning.
