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Some television shows have shown actors drinking a cup of Starbucks coffee. In these
instances, Starbucks has chosen ________ as a marketing tool.
A) networking
B) guerrilla marketing
C) broadcast advertising
D) product placement
E) advertainment
A producer of beverages and snack foods wants to market its products to the
18-to-34-year-old demographic by providing incentives to respond instantly to
time-sensitive offers. Which of the following forms of marketing would this producer
most likely choose?
A) advertainment
B) guerilla marketing
C) mobile marketing
D) product placement
E) podcasting
Who is the person most responsible for designing images that tell stories and create
brand impressions in an advertisement?
A) copywriter
B) art director
C) producer
D) designer
E) photographer
Reaching wide audiences through mass media, acquiring new customers, establishing
brand image and personality, and defining brand position are all objectives for the IMC
tool of ________.
A) advertising
B) public relations
C) trade sales promotion
D) point-of-purchase
E) packaging
The public relations campaign measurement of ________ refers to how many news
releases led to stories or mentions in news stories.
A) recognition
B) output
C) outcome
D) exposure
E) engagement
Out-of-home advertising is ________ in that it targets people at specific locations.
A) directional
B) direct
C) indirect
D) situational
E) social
Which type of Internet ads burst open on the computer screen in front of the opening
page of the website?
A) skyscrapers
B) pop-ups
C) minisites
D) superstitials
E) banner ads
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.
Bob and Larry wanted to develop a groundswell of marketplace demand for their store,
so they used email to circulate a message among all of their family, friends, and
customers for whom they had email addresses. What type of marketing is this?
A) branded entertainment
B) traditional
C) viral
D) guerilla
E) mobile
Public relations specialists can eliminate the need for other marketing strategies through
the use of social media.
Which of the following is another name for a situation analysis?
A) benchmarking
B) audit
C) targeting
D) SWOT analysis
E) gap analysis
What term refers to the postproduction process of assembling the various pieces of the
film into the same sequence as the storyboard?
A) dubbing
B) release printing
C) refocusing
D) video editing
E) transitioning
A valuable tool for media planners, ________ is (are) provided by companies such as
MRI and is (are) usually organized by product category and cross-tabulated by audience
groups and their consumption patterns.
A) client information
B) market research
C) competitive advertising
D) media usage profiles
E) media coverage area
