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________ is what happens when a product takes on meaning and is differentiated from
other products in the category by virtue of its brand identity and image.
A) Resonance
B) Comprehension
C) Conditioned learning
D) Transformation
E) Affect
For most organizations, strategic planning starts with ________.
A) formulating a business mission statement
B) identifying the target market
C) determining the required return-on-investment
D) conducting an internal and external environment analysis
E) creating the marketing mix
Which of the following is LEAST likely a behavioral objective of a marcom plan?
A) volunteering
B) redeeming a coupon
C) visiting a website
D) stimulating brand preference
E) visiting a store
________ is stronger than liking because it involves an element of self-identification.
A) Resonance
B) Cognition
C) Transformation
D) Symbolism
E) Intention
The application of a thin metallic coating molded to the surface of the image with heat
and pressure is called ________.
A) foil stamping
B) embossing
C) debossing
D) digitizing
E) overlaying
Lisa works at a major advertising agency and is an expert in the television schedule for
eight major markets in the United States. Her job entails identifying specific television
shows that will deliver the desired audience for her agency's client, negotiating the costs
to advertise in them, and handling the details of billing and payment. What is Lisa's job
title?
A) media planner
B) media buyer
C) account planner
D) creative director
E) account manager
Which of the following is a clever phrase that grabs consumers' attention and can be
repeated to intensify memorability?
A) slogan
B) logo
C) testimonial
D) claim
E) key visual
If the National Advertising Review Board (NARB) and an allegedly deceptive
advertiser cannot reach a satisfactory resolution, the case is most likely referred to the
________.
A) National Advertising Division (NAD)
B) American Association of Advertising Agencies (AAAA)
C) Advertising Review Council (ARC)
D) American Advertising Federation (AAF)
E) Federal Trade Commission (FTC)
A high level of interest and attention is sometimes referred to as ________.
A) recall
B) subliminal
C) synergy
D) stickiness
E) relevance
________ effects are message cues given below the threshold of perception; in other
words, you can't easily perceive them because they are too brief to see or they are
disguised in some way.
A) Synergistic
B) Subliminal
C) Cognitive
D) Unaided
E) Affective
The growth of media buying services as separate companies that specialize in media
buying has shifted the way the media industry is organized. This is referred to as
________ media services.
A) consolidating
B) acquiring
C) spinning
D) unbundling
E) detaching
Who makes the strategic decisions outlined in the media plan?
A) media buyers
B) media researchers
C) media planners
D) media reps
E) media brokers
