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Marty is an employee of Chevron/Texaco oil company. In terms of public relations,
what term below best describes him?
A) brand advocate
B) influencer
C) decision maker
D) stakeholder
E) opinion leader
Which of the following is referred to as a designated market area?
A) niche market
B) micromarket
C) media market
D) cultural cohort
E) brand community
Of the following, which would be the biggest number for a magazine?
A) circulation
B) guaranteed circulation
C) coverage
D) ratings
E) total audience
Jacob has voted Republican his entire life. No matter how many times he sees a
television commercial for the Democratic candidate, he is not going to process the
message and be influenced by it. What is hindering Jacob's reception of the message?
A) external noise
B) feedback
C) buzz
D) internal noise
E) encoding
When an ad amplifies the emotional impact of a message by engaging a consumer in a
personal connection with a brand, the ad most likely ________.
A) informs
B) teaches
C) compares one brand to another brand
D) creates believability
E) resonates
Perfect Pizza is a local restaurant chain that has just launched an advertising campaign
highlighting its new, expanded menu that includes healthier options. Advertisements are
running in the local newspaper and on local radio stations. The ________ for this
advertising campaign is to increase sales by 10% over the course of the month.
A) model
B) objective
C) signaling
D) cue
E) feedback
In which type of personal selling does a sales clerk provide assistance for customers at a
store?
A) prospecting
B) field sales
C) retail selling
D) direct marketing
E) lead selling
________ is a perception based on messages delivered by advertising and other
marketing communication tools, whereas ________ is based on an organization's actual
behavior.
A) Goodwill; integrity
B) Integrity; image
C) Image; reputation
D) Reputation; image
E) Equity; reputation
The ________ has responsibility for the actual filming of the TV commercial.
A) editor
B) art director
C) producer
D) director
E) arranger
The media and non-media marketing pressure applied for a predetermined, limited
period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial,
increase consumer demand, or improve product availability is categorized as ________.
A) advertising
B) public relations
C) sales promotion
D) personal selling
E) event sponsorship
Which component of a communication brief explains the target's motivations and the
"major truths" about the target's relationship to the brand?
A) brand position
B) consumer insights
C) creative direction
D) problem
E) brand imperatives
In an effort to build awareness for her company's new line of smart phones designed for
young teenagers, Melinda invited media representatives to an event at which the two
lead designers for the new phone would present information and answer any media
questions. Melinda has planned a ________.
A) sampling
B) news conference
C) media tour
D) trade show
E) informational tour
Which of the following approaches to developing an international IMC campaign
would most likely rely on a competition to determine the content of the campaign?
A) centrally conceived
B) bottom-up creativity
C) local initiative
D) standardized
E) lead agency
Which type of positioning is relatively easy to establish if the brand is faster, fancier,
safer, or newer?
A) superiority
B) preemptive
C) value
D) competitive
E) usage
