________ are small ads on other Web pages that lure visitors to move to the advertised
site.
A) Superstitials
B) Blogs
C) Minisites
D) Banner ads
E) Pop-ups
Which type of database provided by an outside firm contains information useful in
segmenting as well as contact information?
A) mined database
B) relational database
C) response database
D) house database
E) clustered database
Bayer Aspirin claims that it relieves headache pain three times faster than does Tylenol.
What type of advertising is this?
A) comparative
B) testimonial
C) endorsement
D) indirect
E) substantiated
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 young girls to whom the advertising is targeted represent which element of the
SMCR communication model?
A) sources
B) senders
C) encoders
D) channels
E) receivers
Which type of public relations program anticipates the possibility of a disaster and
plans how to deal with bad news and all the affected publics?
A) corporate reputation management
B) crisis management
C) public affairs
D) cause marketing
E) issue management
Brochures and pamphlets that provide details about a product, company, or event are
known as ________.
A) add-on materials
B) service materials
C) collateral materials
D) overlines
E) underlines
Which of the following allows a customer to use a product without initially committing
to a purchase?
A) mental rehearsal
B) trial
C) surrogate effect
D) linkage
E) indirect action
Jeep hosts an annual “Jeep Weekend” event during which current Jeep owners are
invited to attend a weekend adventure with fellow Jeep owners. The purpose of this
public relations tactic is to intensify Jeep owners’ involvement with their vehicle and
brand, a strategy known as a(n) ________.
A) change-agent strategy
B) involvement strategy
C) shareholder strategy
D) public communication campaign
E) public service strategy
What are the two primary characteristics of quantitative research?
A) large sample sizes and quota sampling
B) small sample sizes and rich data
C) primary and secondary data
D) small sample sizes and consumer insights
E) large sample sizes and random sampling
In an advertising agency, who manages the creative process?
A) the account planner
B) the copywriter
C) the creative director
D) the client
E) the art director
The public relations campaign measurement of ________ refers to attitudinal or
behavioral change due to the impact of public relations materials produced.
A) recognition
B) output
C) outcome
D) exposure
E) engagement
Advertising that announces facts about products that are available in nearby stores and
focuses on stimulating store traffic and creating a distinctive image for a retailer is
known as retail or ________ advertising.
A) brand
B) local
C) direct-response
D) institutional
E) public-service
Molly wants to determine the effectiveness of a new direct-response mailing that
Innovative Insurance sent to prospective customers. Which of the following tools would
Molly most likely use?
A) inquiry test
B) scanner research
C) recognition testing
D) single-source research
E) test marketing
Which of the following is NOT included in a typical creative brief?
A) media considerations
B) budget considerations
C) brand position
D) target audience
E) communication objectives