________ means that the research actually measures what it says it measures.
A) Semiotics
B) Reliability
C) Validity
D) Criteria
E) Quality
Which of the following is a type of direct-action headline?
A) news announcement
B) puzzle
C) association
D) question
E) provocation
During television sweeps, A.C. Nielsen collects extensive audience data from people
meters and viewer diaries.
Which of the following CANNOT be copyrighted?
A) an advertisement
B) an idea
C) a package design
D) an illustration
E) a photograph
Which of the following is the most popular method of direct marketing among those
organizations that use direct marketing?
A) personal sales
B) sales promotion
C) telemarketing
D) print direct-response advertising
E) direct mail
Which of the following is NOT a step in the consumer decision process?
A) need recognition
B) cognitive dissonance
C) information search
D) postpurchase evaluation
E) purchase decision
________ are the various ways a consumer comes in contact with a brand while
________ are the brand experiences that affect a consumer’s feelings about a brand.
A) Touch points; critical touch points
B) Touch points; contact points
C) Contact points; touch points
D) Contact points; critical points
E) Touch points; critical points
Communication efforts with consumer or activist groups that seek to influence
government policies are known as ________.
A) media relations
B) corporate relations
C) issue management
D) cause marketing
E) issue marketing
Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural
health products and related services. In order to implement integrated marketing
communications, Tara has asked her marketing communications director to ensure that
each contact point deliver a ________ message to consumers about the company.
A) creative
B) consistent
C) interactive
D) personalized
E) direct
There is a trend in the United States toward rediscovering the flavor of regional cooking
and the use of locally grown ingredients. People are choosing to spend hours in the
kitchen using only the freshest ingredients to recreate local culinary traditions. This
change in ________ is one of the reasons the number of farmers markets in the United
States has increased by 70 percent in the last eight years.
A) needs
B) demographics
C) lifestyle
D) segmenting
E) life cycle
Akou works behind the scenes at Chicago’s most popular radio talk show, scheduling
newsworthy guests to appear on air. In this role, Akou is a(n) ________.
A) opinion leader
B) advocacy advertiser
C) gatekeeper
D) third-party endorser
E) philanthropist
Cable News Network (CNN), the Disney Channel, and the Entertainment and Sports
Programming Network (ESPN) are known as ________.
A) cable networks
B) superstations
C) broadcast networks
D) affiliates
E) syndicated networks
In a television ad, where does the action take place?
A) storyboard
B) script
C) cast
D) set
E) frame
For an advertisement to be ruled deceptive, the deception must influence consumers’
decision making about products and services, which is known as ________.
A) misdirection
B) puffery
C) material injury
D) substantiation
E) double jeopardy
Which of the following organizations monitors and regulates direct-mail advertising
material such as personal loan and credit card offers?
A) U.S. Patent and Trademark Office
B) States’ Attorney Generals
C) U.S. Postal Service
D) FCC
E) FDA
Saul is planning a direct-marketing campaign that has a relatively limited budget. To
make the best use of his budget, Saul wants to identify which of the company’s recent
customers should be sent a full-length catalog and which of the company’s recent
customers should be sent a less expensive mini-catalog. Saul should use a(n) ________
model.
A) recency
B) frequency
C) conversion rate
D) fulfillment rate
E) optimization
Which of the following would most likely be created pro bono by an advertising
agency?
A) an online direct-response advertisement for school supplies
B) a trade advertisement for a computer components manufacturer
C) an institutional advertisement designed to improve a company’s image after a
corporate ethics scandal
D) a public service announcement designed to encourage families to regularly exercise
together
E) a nonprofit advertisement for a Methodist church encouraging new membership
Studies that periodically collect information from random samples of consumers in
markets where they were exposed to a campaign are called ________.
A) semiotic tests
B) concept tests
C) tracking studies
D) test market studies
E) inquiry tests
Which of the following layouts uses a single dominant visual that occupies about 60 to
70 percent of the ad’s space?
A) picture window
B) all art
C) dominant type
D) panel
E) circus