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Paid media buys take the forms of_______ and ________.
A) share; impressions
B) space; time
C) circulation; impressions
D) ratings; share
E) reach; frequency
Which of the following is an index of the relative consumption rate of a particular
product category in a particular market?
A) product development index (PDI)
B) category development index (CDI)
C) brand development index (BDI)
D) buying power index (BPI)
E) market share index (MSI)
Buzz is a type of ________ media.
A) paid
B) owned
C) traditional
D) measured
E) earned
Which of the following is most likely conducted during and after an ad campaign?
A) media audit
B) concept testing
C) competitive analysis
D) brand experience research
E) copy testing
Which type of premium usually requires that a payment be mailed in along with some
proof of purchase before the customer receives the premium?
A) indirect premium
B) self-liquidator premium
C) direct premium
D) delayed premium
E) retail-sponsored premium
Which of the following awards is given to recognize the creativity of an advertisement?
A) the Clio
B) the Effie
C) the Silver Anvil
D) the Reggie
E) the Cassie
A sales kit would most likely be used in which of the following situations?
A) B2C2C marketing
B) B2B marketing
C) customer service
D) tech support
E) employee training programs
Quiana is an art director working on a print ad for a new client. The client wants the ad
to stress the credibility of the product. Which of the following should Quiana choose?
A) illustration
B) photograph
C) spot color
D) embossing
E) line art
A four-color, full-page advertisement for a sale at a local retailer appeared in the
Sunday newspaper. The ad featured several images of products that would be on sale.
The color images, however, were somewhat blurry. Which of the following best
explains why the images were blurry?
A) The glossy paper used by newspapers is not the best surface for reproducing fine
details.
B) The color was not in perfect registration.
C) The advertisement used continuous tones rather than half tones.
D) The advertisement used half tones rather than continuous tones.
E) The advertisement did not use enough white space.
For impact, colors on a billboard should have maximum ________.
A) variety
B) unity
C) contrast
D) shadowing
E) separation
