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Which of the following groups is made up of those who know about their connection to
an organization regarding some particular problem but who do not communicate about
it?
A) active public
B) inactive public
C) latent public
D) aware public
E) strategic public
Inexpensive, rough-surfaced, spongy paper that quickly absorbs ink on contact is
known as ________.
A) quick paper
B) newsprint
C) die cut paper
D) halftoned paper
E) registered paper
Until the 1990s, the main form of compensation for an advertising agency had been a
________.
A) set fee
B) monthly retainer
C) 5% commission on media billings
D) 15% commission on media billings
E) yearly retainer
The process printers use to reduce the original color image to four halftone negatives is
called ________.
A) tint reduction
B) color separation
C) offsetting
D) tint blocking
E) tipping in
The percentage of the category purchases that are made by the brand's customers is
known as ________.
A) customer equity
B) return-on-investment
C) share of market
D) share of voice
E) customer value
For the launch of a new camera in Korea, Nikon created a celebrity "red carpet"
experience in a Seoul subway station. Commuters walked on a red carpet past a
billboard filled with life-like images of photographers. When a commuter walked
directly in front of the billboard, lights flashed on the board, creating the illusion that
the commuter was a celebrity having his or her photo snapped by dozens of reporters.
This is an example of ________.
A) guerilla marketing
B) traditional marketing
C) product placement
D) mobile marketing
E) advertainment
Kerri is working out a sales promotion plan for a client who is launching a new product.
Which of the following would Kerri be LEAST likely to recommend to encourage trial
of this new product?
A) sampling
B) coupons
C) price deals
D) sweepstakes
E) special events where the consumer can try the product
Sam wants to understand consumers' perceptions of his company's products, so he
conducts a survey to assess their attitudes toward his brands as well as their intention to
purchase them. What type of research does this represent?
A) quantitative
B) qualitative
C) secondary
D) ethnographic
E) in-depth research
Communication with employees and shareholders about brands and campaigns is
usually handled by ________.
A) sales promotion
B) direct-response
C) word-of-mouth
D) specialties
E) public relations
The two operating arms of the Advertising Self-Regulatory Council are the ________.
A) NAD and the NARB
B) NAD and the AAAA
C) AAF and the AAAA
D) FTC and the FCC
E) FTC and the NAD
Pinterest is an example of a(n) ________.
A) social game
B) social site
C) microblog
D) e-commerce site
E) brand community
