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Lisa writes original music and sometimes writes the lyrics along with the music for
radio and television commercials. What is Lisa's role in TV and radio production?
A) producer
B) director
C) arranger
D) composer
E) mixer
Media experts describe ________ as the closeness of fit between the interests of
viewers and the relevance of the media content.
A) convergence
B) interactivity
C) engagement
D) cadence
E) addressability
Which of the following demographic groups gets the most attention from advertisers?
A) 12-to-18-year-olds
B) 18-to-34-year-olds
C) 25-to-40-year-olds
D) 35-to-55-year-olds
E) 56-to-80-year-olds
Which of the following explains the consumer insight and summarizes the basic
strategy decisions?
A) creative brief
B) research brief
C) business plan
D) IMC plan
E) competitive brief
Through its communication of a ________, a brand sets expectations for what a
customer believes will happen when the product is used.
A) brand promise
B) point of differentiation
C) competitive advantage
D) brand personality
E) brand equity
If the National Advertising Division (NAD) and an allegedly deceptive advertiser
cannot reach a satisfactory resolution, the case is referred to the ________.
A) National Advertising Review Board (NARB)
B) American Association of Advertising Agencies (AAAA)
C) Federal Trade Commission (FTC)
D) American Advertising Federation (AAF)
E) Federal Communications Commission (FCC)
Which of the following is NOT an element of the SMCR communication model?
A) channel
B) message
C) source
D) advertisement
E) receiver
________ markets consist of companies that buy products or services to use in their
own businesses or in making other products.
A) Consumer
B) Business-to-business
C) Distribution
D) Institutional
E) Indirect
The phenomenon of trends and fads is most closely related to which of the following?
A) psychographic factors
B) geographic factors
C) cross-cultural factors
D) gender
E) corporate culture
Electronic walls and kiosks are both examples of ________.
A) earned media
B) paid media
C) interactive media
D) social media
E) viral media
The term or phrase that refers to the way that marketers identify potential customers is
________.
A) mining
B) prospecting
C) hunting
D) phishing
E) converting
In which type of advertising does a company focus on its organizational image or
viewpoint rather than on selling a particular product?
A) house ads
B) public service announcements
C) cause marketing
D) nonprofit advertising
E) corporate advertising
Sam is developing a media plan for a shoe company that just went national. What is his
first step in developing the media plan?
A) identifying the target audience
B) creating a media strategy
C) determining the reach and frequency of the plan
D) creating media objectives
E) determining what media to use
