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Giving customers opt-in or opt-out options for receiving brand information digitally is
an effective way to minimize ________.
A) intrusiveness
B) engagement
C) share
D) frequency
E) viral communication
The Internet, mail, and telephone are all examples of ________ media.
A) interactive
B) traditional
C) addressable
D) earned
E) owned
________ are the statistical, social, and economic characteristics used to describe a
population, including age, gender and sexual orientation, education, income,
occupation, race, and family status.
A) Psychographics
B) Lifestyles
C) Geographics
D) Demographics
E) Ethnographics
The area of public relations that focuses on developing media contacts is called
________.
A) internal marketing
B) media relations
C) public affairs
D) cause marketing
E) lobbying
Travelocity.com is an online travel agency that advertises that users will get the best
prices on airfare, hotels, and rental cars. Travelocity.com uses the "Roaming Gnome" in
its television commercials, often in humorous situations. For example, a recent ad
showed the gnome in Europe where he plugged an American appliance (i.e., hair dryer)
into a socket and was shocked across the room. All that was shown of him when the
smoke cleared was the top of his gnome hat down behind a chair. Viewers hear him say,
"Am I going to die?"
The "Roaming Gnome" is most accurately classified as which of the following?
A) announcer
B) spokesperson
C) character type
D) celebrity
E) talking head
Which element in print advertising conveys the main message so that people get the
point of the ad?
A) headline
B) overline
C) body copy
D) subhead
E) call to action
Which of the following is NOT a type of advertising found within the local newspaper?
A) classified
B) display
C) gatefold
D) supplement
E) free-standing insert
Haley and Lauren, who recently graduated with MBAs, are opening a new shoe
boutique called The Pampered Soul in Hattiesburg, Mississippi, which is classified as a
Metropolitan Statistical Area (MSA) with more than 100,000 people. It's also home of
The University of Southern Mississippi. Haley and Lauren will offer national brands of
shoes that are not available in the department stores in the mall, and their primary target
market will be women ages 18 to 35. They've rented a location on the main street in
front of the USM campus. The owners realize that most of their business will come
from within a five-mile radius and want to limit their advertising to those potential
customers. They have a modest budget for advertising, so they want to get as much out
of it as they can.
Haley and Lauren are thinking about advertising in the local newspaper, the
Hattiesburg American, but they don't have a basic understanding of advertising in
newspapers. Provide a brief overview of the types of advertising in newspapers, noting
which would be most appropriate for them.
Which type of research is used after an advertisement runs to determine if the ad met its
objectives?
A) semiotics testing
B) strategic research
C) concept testing
D) post-testing
E) market research
________ includes all elements that readers see in their initial scanning; these elements
are set in larger type size than other elements of a print ad.
A) Body copy
B) Display copy
C) Adese
D) Brag-and-boast copy
E) Visuals
Mercy University's initial ads for the school's new MBA program are most likely
intended to create ________.
A) liking
B) awareness
C) preference
D) loyalty
E) conviction
________ measure the number of responses to an advertisement.
A) Memory tests
B) Persuasion tests
C) Likability tests
D) Inquiry tests
E) Single-source tests
Bob and Larry have taken their fly fishing equipment and accessory business,
Flies-R-Us, to the Internet because they wanted to expand their business. However, they
don't have much money to use conventional media to drive traffic to their site.
To improve brand awareness, Bob and Larry decided to hire a media-relations specialist
in hopes of getting coverage for Flies-R-Us in the media. The media-relations specialist
wrote a feature story profiling Bob and Larry and their fly fishing equipment and then
sent that story to her contacts at newspapers and special interest magazines. The article
was picked up by Field & Stream, the popular sportsman magazine. By running the
article, Field & Stream most likely provided Flies-R-Us with ________.
A) word-of-mouth
B) viral communication
C) an implied third-party endorsement
D) an opt-in strategy
E) a customer referral
Conviction and credibility are both surrogate measures for the key effect of ________.
A) perception
B) emotion
C) cognition
D) association
E) persuasion
