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In the 1980s and 1990s, teenagers congregated in suburban malls to socialize. Which of
the following websites fulfills a similar purpose for teenagers today?
A) LinkedIn
B) Facebook
C) Wikipedia
D) eBay
E) Angie's List
Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the
ages of eight and twelve. This is the age in which young girls start to care about their
looks and want to make their own decisions regarding their grooming. The
manufacturer of this brand decided to use television advertising to inform and persuade
girls about this line of products.
The commercial the agency developed went through extensive testing because the
advertiser and its agency know that the target pre-teen girls are very fickle about which
commercials they attend to. In this scenario, the agency and the advertiser are
concerned about ________.
A) selective exposure
B) selective perception
C) selective awareness
D) subliminal attention
E) subliminal relevance
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 kits
C) corporate
D) merchandising
E) direct-response
Which of the following is NOT included in the art director's toolkit for print
advertising?
A) photos
B) illustrations
C) typefaces
D) layout
E) dubbing
________ means adopting a good cause and helping in its fund-raising and other
community-oriented efforts.
A) Social marketing
B) Cause marketing
C) Capital marketing
D) Nonprofit marketing
E) Development marketing
Which type of Internet advertising allows advertisers to market their products on other
branded websites without sending people away from the site they are visiting?
A) minisites
B) off-line advertising
C) blogs
D) click-throughs
E) widgets
________ is branded entertainment, designed to engage customers with brands.
A) Advertainment
B) Instant messaging
C) Experiential marketing
D) Guerilla marketing
E) Owned media
One person's opportunity to be exposed one time to an ad in a broadcast program,
newspaper, magazine, or outdoor location is known as ________.
A) an impression
B) circulation
C) exposure
D) reach
E) frequency
Which of the following can most likely be individually targeted and personalized?
A) news releases
B) collateral materials
C) direct-response messages
D) directory ads
E) print magazine ads
Which of the following is NOT a protection included in the Telemarketing Sales Rule
enacted by the Federal Trade Commission in 1995?
A) a prohibition on telemarketing calls made before 8 a.m. or after 9 p.m.
B) strict informational disclosure requirements for telemarketers
C) a prohibition against telemarketers using misrepresentative or misleading statements
D) a provision requiring telemarketers to honor do-not-call lists
E) a provision requiring specific payment collection procedures
Christie was gathering the information needed for the media plan for a client. Which of
the following most likely provided Christie with demographic profiles of current
customers, previous promotions, and the budget.
A) client information
B) market research
C) competitive advertising
D) media usage profiles
E) media coverage area
Because AIDA assumes that consumers start with attention and wind up with a
decision, it is referred to as a(n) ________ model.
A) hierarchy-of-effects
B) interactive
C) think/feel/do
D) multi-faceted
E) stepwise
One type of media-related information about markets is the broadcast coverage area for
television, which is called a(n) ________ and is referred to by the name of the largest
city in the area.
A) metropolitan statistical area (MSA)
B) area of influence (AOI)
C) designated marketing area (DMA)
D) metropolitan marketing area (MMA)
E) designated commerce area (DCA)
P&G is a major consumer packaged goods manufacturer that for years has supported
the Special Olympics. P&G features the athletes in several of its advertisements and
provides assistance and financial support for the event. P&G's employees assist in the
Special Olympics every year. What type of relationship management program is this?
A) public affairs
B) corporate relations
C) media relations
D) employee relations
E) cause marketing
In a ________ culture, brand communication messages are best understood when
presented within contextual clues.
A) global
B) local
C) high-context
D) low-context
E) technological
Which technology allows a magazine to print personalized messages on ads or on
inserts?
A) selective binding
B) desktop publishing
C) ink-jet imaging
D) one-order, one-bill
E) satellite transmission
Which of the following questions would be the best one to help a marketer evaluate the
return on a sales promotion investment?
A) Did the promotion run too long or too short?
B) Did customers enjoy the events associated with the promotion?
C) Did customers search the promotion's website for additional product information?
D) Did the promotion increase purchases from current customers or attract new
customers?
E) Did the distribution of the promotional information match consumer expectations
and needs?
