Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 14 Owned, Interactive, and Earned Media
1) As discussed in the chapter, ________ media are created and controlled by the organization
that holds the brand.
A) traditional
B) owned
C) interactive
D) earned
E) primary
2) The biggest advantage of owned media is ________.
A) cost effectiveness
B) efficiency
C) reach
D) control
E) interactivity
3) Historically, ________ media has referred to gaining mentions in the news media through
public relations.
A) traditional
B) owned
C) interactive
D) earned
E) primary
4) The unique appearance of a company’s delivery truck is an example of ________.
A) traditional media
B) outdoor advertising
C) corporate media
D) billboarding
E) point-of-sale advertising
5) Yard posters, bumper stickers, and buttons are examples of inexpensive forms of ________.
A) branded entertainment
B) direct advertising
C) corporate media
D) billboarding
E) signage
6) What is the primary objective of securing naming rights for a sports arena or public building?
A) building brand loyalty
B) creating positive feelings about a brand
C) increasing brand visibility
D) presenting the brand promise
E) developing a brand personality
7) What is the primary objective of point-of-sale materials?
A) to build brand loyalty
B) to provide a special reason to buy
C) to offer a price comparison
D) to inform customers about product benefits
E) to reinforce the brand promise
8) Shelf talkers, end-of-aisle displays, and sample dispensers are examples of ________ media.
A) earned
B) paid
C) owned
D) interactive
E) integrated
9) News releases, fact sheets, and position papers are distributed through which of the following?
A) press kits
B) kiosks
C) sales kits
D) point-of-purchase displays
E) sales promotions
10) Press releases and video releases are examples of ________ media.
A) owned
B) earned
C) paid
D) interactive
E) social
11) Newsletters and annual reports are both examples of ________.
A) collateral materials distributed through press kits
B) collateral materials distributed through kiosks
C) promotional materials distributed through point-of-purchase displays
D) corporate publications
E) training materials
12) A(n) ________ is a tangible reward for a particular act, typically purchasing or repurchasing
a product.
A) collateral material
B) brand reminder
C) premium
D) sponsorship
E) endorsement
13) Which of the following is an example of human media?
A) shelf talker
B) flash mob
C) electronic wall
D) kiosk
E) billboarding
14) Sign spinners are also known as ________.
A) shelf talkers
B) point-of-purchase displays
C) flash mobs
D) human directionals
E) premiums
15) The primary purpose of a(n) ________ is to identify the physical location of a store.
A) shelf talker
B) on-premise sign
C) electronic wall
D) kiosk
E) environmental design
16) The goal of ________ is to associate the brand with a fun, entertaining experience that
creates positive feelings for the brand.
A) co-branding
B) sign spinners
C) billboarding
D) branded entertainment
E) environmental design
17) Employee training and relations programs are typically run by which of the following
groups?
A) creative team
B) account planners
C) human resources
D) market research
E) media buyers
18) Which of the following is typically the last ad a customer sees before making the decision to
buy a brand?
A) point-of-purchase material
B) coupon
C) website
D) premium
E) package
19) Which of the following describes the effect of a grocery shelf filled with packages that
prominently display a brand’s name or logo?
A) billboarding
B) environmental design
C) premium
D) merchandising
E) publicity
20) The media used in promotions for a store, product, or event are referred to as ________.
A) press kits
B) sales kits
C) corporate materials
D) merchandising materials
E) direct response materials
21) Which of the following is NOT a merchandising material?
A) press release
B) shelf talker
C) end-of-aisle display
D) in-store banner
E) sample dispenser
22) ________ materials bring together all the elements of a sale, including the consumer, the
product, and often price deals.
A) Corporate
B) Point-of-sale
C) Publicity
D) Promotional
E) Public relations
23) Cracker Barrel is a chain of restaurants that serves “honest-to-goodness homestyle meals”
such as fried chicken tenderloins and biscuits and gravy. Each store features traditional outdoor
and home décor such as porch swings and wooden rockers as well as nostalgic games, foods, and
craft items sold in the Old Country Store at the front of the restaurant. The traditional furniture at
Cracker Barrel is best described as ________.
A) environmental design
B) signage
C) branded entertainment
D) reminder advertising
E) a premium
24) An entire shelf in the snack aisle of a large supermarket is stocked with Ritz products,
including a variety of crackers, cracker sandwiches, and toasted chips. Each red Ritz package
displays the distinctive yellow lettering on a blue background. This is an example of ________.
A) a premium
B) environmental design
C) branded entertainment
D) the billboarding effect
E) point-of-sale materials
25) A retailer of fashion clothing and accessories for young men and women created a series of
short videos that tell the story of four college friends living in an apartment together. Products
carried by the retailer are featured heavily in the videos, but the focus of the videos is the
developing story of the friends’ relationships. The videos are posted on YouTube and the
company’s website. These videos are an example of ________.
A) a premium
B) a webisode
C) a branded game
D) a branded app
E) point-of-sale materials
26) The napkins at Dunkin’ Donuts have the brand name and logo printed on them. These
napkins are best described as ________ material.
A) publicity
B) sales kit
C) corporate
D) merchandising
E) direct-response
27) In which of the following locations would a bank be most likely to use a sign spinner?
A) on the bank’s corporate website
B) on the bank’s Facebook page
C) on the bank’s Twitter feed
D) inside the bank’s lobby
E) on the sidewalk outside of the bank
28) To encourage bigger purchases and to build brand loyalty, Flies-R-Us will send a baseball
cap with the brand logo on it to any customer who places an order of $150 or more. The baseball
cap is an example of ________.
A) branded entertainment
B) a premium
C) a billboarding effect
D) a point-of-purchase material
E) naming rights
29) Electronic walls and kiosks are both examples of ________.
A) earned media
B) paid media
C) interactive media
D) social media
E) viral media
30) Direct-response programs are typically designed to ________.
A) build brand awareness
B) inspire brand loyalty
C) create brand relationships
D) generate transactions
E) provide comparative information
31) Which of the following is one of the traditional media of direct-response marketing?
A) television
B) radio
C) newspapers
D) catalogs
E) cable
32) In B2B marketing, sales reps compile information about the customer, profiles of the
customer’s market, and pricing charts in packets of information known as ________.
A) rate cards
B) take-aways
C) promotions
D) media kits
E) sales kits
33) Media sales reps compile profile information about the people who watch, listen to, or read
the medium, along with numbers describing audience size and geographical coverage, in packets
of information known as ________.
A) rate cards
B) take-aways
C) promotions
D) media kits
E) sales kits
34) Which of the following feedback methods involves personally analyzing and reporting on the
shopping experience in a store?
A) tech support
B) shoppers’ surveys
C) feedback cards
D) mystery shoppers
E) loyalty programs
35) A sales kit would most likely be used in which of the following situations?
A) B2C2C marketing
B) B2B marketing
C) customer service
D) tech support
E) employee training program
36) Which of the following is most likely a B2B promotional event?
A) news conference
B) media tour
C) trade show
D) tech support
E) sampling
37) A(n) ________ is an easily portable mini-computer.
A) smartphone
B) digital installation
C) electronic wall
D) flash drive
E) kiosk
38) A company’s ________ is the online face it presents to the public.
A) website
B) intranet
C) extranet
D) portal
E) interface
39) ________ refers to a website’s ability to encourage visitors to stay and investigate the site
rather than bounce to another site.
A) Navigation
B) Convergence
C) Stickiness
D) Compatibility
E) Transferability
40) A(n) ________ is a personal publishing site created by an individual to write about things
that interest him or her.
A) intranet
B) chat room
C) blog
D) extranet
E) webisode
41) Corporate ________ are a way to keep employees and other stakeholders informed, but
employees may also be encouraged to have their own.
A) internets
B) blogs
C) extranets
D) chat rooms
E) webisodes
42) A blog that plugs a product in return for cash or freebies is referred to as a ________.
A) referral
B) paid post
C) product placement
D) microblog
E) platform
43) Socialtizing is a combination of ________ and corporate driven social chatter online.
A) networking
B) advertising
C) brand advocating
D) mobile marketing
E) viral marketing
44) Which of the following would a brand communication team most likely use to manage social
media outlets?
A) Off-the-Wall
B) Hulu
C) Amazon.com
D) Hootsuite
E) Constant Contact
45) Which of the following would a brand communication team most likely use to post a brand-
related video?
A) Off-the-Wall
B) Hulu
C) Amazon.com
D) Hootsuite
E) Constant Contact
46) Which of the following moves individualized communication into a form of mass
communication?
A) skyping
B) texting
C) group text messaging
D) opting-in
E) personal selling
47) Which of the following makes a cell phone or smartphone a personal point-of-sale device?
A) tagging
B) branded entertainment
C) guerilla marketing
D) product placement
E) mobile marketing
48) Which of the following is a FALSE statement about the use of mobile devices?
A) There are nearly as many mobile subscriptions as there are people on Earth.
B) Half of all global internet users access the web using their mobile devices.
C) There are more mobile subscriptions in the United States than citizens in the United States.
D) More money is spent on mobile advertising than on television advertising.
E) The mobile phone is the first wireless medium that can access all traditional mass media.
49) The “fourth screen” of marketing is ________.
A) television
B) mobile phones
C) movies
D) personal computers
E) tablets
50) Which of the following can marketers use to make sure that their advertisements are NOT
seen as intrusive?
A) opt-in communications
B) mobile marketing
C) geotargeting
D) microblogging
E) viral marketing
51) Which of the following includes geotargeting capabilities?
A) tagging
B) branded entertainment
C) guerilla marketing
D) product placement
E) mobile marketing
52) Which of the following are NOT included in mobile marketing?
A) televisions
B) cell phones
C) smartphones
D) portable game consoles
E) tablets
53) In which of the following locations would you most likely find an electronic wall?
A) private office
B) home entertainment center
C) lobby of a large hotel
D) classroom
E) website
54) Which of the following promotional events would most likely include the use of sales kits?
A) sampling
B) news conference
C) media tour
D) trade show
E) informational tour
55) In an effort to build awareness for her company’s new line of smartphones designed for
young teenagers, Melinda invited media representatives to an event at which the two lead
designers for the new phone would present information and answer any media questions.
Melinda has planned a ________.
A) webinar
B) news conference
C) media tour
D) trade show
E) informational tour
56) How do companies benefit from using blogs as marketing communication tools?
A) Blogs provide companies with additional revenue.
B) Blog content is easy to filter, monitor, and control.
C) Lifetime customer value can be evaluated through blogs.
D) Demographic information about customers can be easily tracked.
E) Blogs are an inexpensive yet credible way to reach a fragmented audience.
57) Sanjay writes posts for his company’s Facebook page. Sanjay’s goal is that each post be
shared by fans of the page among their own networks. Posting at which of the following times
would LEAST likely result in a high percentage of fans sharing the post?
A) 10 a.m. on a Saturday
B) 10 a.m. on a Sunday
C) 4 p.m. on Monday
D) 1 p.m. on a Tuesday
E) 8 a.m. on a Wednesday
58) A producer of beverages and snack foods wants to market its products to the 18-to-34-year-
old demographic by providing incentives to respond instantly to time-sensitive offers. Which of
the following forms of marketing would this producer most likely choose?
A) branded entertainment
B) guerilla marketing
C) mobile marketing
D) product placement
E) podcasting
59) Bob and Larry, owners of a fly-fishing equipment and accessories business, want to reach
out to customers who have made at least one purchase to encourage additional purchases and to
strengthen the brand relationship. They would like to offer discounts to their best customers.
Which of the following would be the most efficient and cost-effective way for Bob and Larry to
reach this target population?
A) kiosks
B) electronic wall
C) email
D) corporate website
E) newspaper advertisements
60) ________ such as Instagram and Facebook build on the interactivity of the Internet, linking
friends who have shared interests.
A) Social networks
B) Product sites
C) B2C sites
D) Viral sites
E) Microblogs
61) Buzz is a type of ________ media.
A) paid
B) owned
C) traditional
D) measured
E) earned
62) Which of the following word-of-mouth marketing strategies aims to create buzz and connect
with influential, high-quality contacts who will spread the brand’s story?
A) brand advocacy
B) guerilla marketing
C) microblogging
D) crowdsourcing
E) mobile marketing
63) The term ________ describes how a message spreads on the internet through interconnected
networks of acquaintances.
A) mobile marketing
B) viral communication
C) microblogging
D) crowdsourcing
E) social gaming
64) Which of the following is most closely associated with the B2C2C concept?
A) crowdsourcing
B) customer referral
C) implied third-party endorsement
D) push marketing
E) opt-in mobile marketing
65) On Twitter, users post tweets no longer than 280 characters, otherwise known as ________.
A) hashtags
B) chats
C) status updates
D) paid posts
E) microblogs
66) Twitter posts are searchable based on their ________.
A) mentions
B) profiles
C) hashtags
D) URLs
E) hits