A comparison of the costs of promotion to the forecasted sales generated by the
promotion is called a ________.
A) cost per thousand
B) payout analysis
C) response count
D) response per thousand
E) redemption assessment
The ________ process refers to the speed with which people are willing to try a new
product.
A) need recognition
B) adoption
C) risk
D) trial
E) usage
News releases, fact sheets, and position papers are distributed through which of the
following?
A) press kits
B) kiosks
C) sales kits
D) point-of-purchase displays
E) sales promotions
Which message format is an elaborate version of a problem solution staged in the form
of a drama in which “typical people” talk about a common problem and resolve it?
A) demonstration
B) slice-of-life
C) teaser
D) spokes-character
E) social
In a new trend in agency compensation called ________, agencies are paid a percentage
of their client’s sales or a percentage of the client’s marketing budget.
A) a retainer system
B) the commission system
C) performance incentives
D) value billing
E) the fee system
Most ________ is brief, straightforward, and informative, providing critical information
about styles, sizes, and prices of merchandise.
A) direct-response copy
B) newspaper advertising copy
C) directory advertising copy
D) news release copy
E) outdoor advertising
Which of the following moves individualized communication into a form of mass
communication?
A) skyping
B) texting
C) group text messaging
D) opting-in
E) personal selling
In which step of the classic creative process does the problem solver read, research, and
learn everything he or she can about the problem?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
The ROI of effective advertising stands for ________.
A) real, original, and intense
B) relevant, original, and impact
C) relevant, original, and intense
D) real, on-target, and invested
E) ready, on-target, and interesting
Charities, foundations, associations, hospitals, orchestras, museums, and religious
institutions advertise for customers, members, volunteers, and donations and other
forms of program participation using which major type of advertising?
A) nonprofit
B) public service
C) consumer
D) institutional
E) trade
The final version of a television commercial with the sound and film mixed together is
called a(n) ________.
A) interlock
B) answer print
C) release print
D) dubbed print
E) rush print
________ is research on a message execution in its finished stages but before it appears
in media.
A) Insight research
B) Copy testing
C) Pretesting
D) Message development research
E) Semiotic analysis
Traffic counts are a metric used to evaluate the effectiveness of ________.
A) Internet advertisements
B) consumer promotions
C) out-of-home media
D) social marketing
E) guerilla marketing