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Which component of a communication brief details the brand's essence, personality, and
image?
A) communication objectives
B) problem
C) target audience
D) brand imperatives
E) support
A video technique in which one object gradually changes into another is called
________.
A) crawling
B) image transfer
C) morphing
D) interlocking
E) dubbing
The Microsoft slogan "Where do you want to go today?" is most likely an example of
which of the following literary techniques?
A) a startling phrase
B) rhyme
C) combination
D) parallel construction
E) direct address
Which type of design uses flowing, curved lines reminiscent of vines and flowers?
A) art nouveau
B) pop art
C) grunge
D) art deco
E) modern
In an advertising agency, the traffic department and print production are part of
________.
A) the media department
B) internal operations
C) account planning and research
D) creative development
E) account management
Which type of communication objective is most closely associated with the Facets
Model of Effects category of cognition?
A) cue the psychological appeal
B) create awareness
C) stimulate desire
D) establish brand identity
E) connect to positive brand experiences
If baby boomers are predictors of where product and service demand will be, increased
demands will most likely be evident in ________ in the upcoming years.
A) university enrollment
B) beer and wine
C) health care
D) the apparel industry
E) the automobile industry
According to Professor Sheila Sasser, what are the 3 Ps of innovation?
A) person, plan, product
B) plan, product, process
C) place, person, process
D) place, plan, process
E) place, plan, product
The Federal Communications Commission (FCC) can take action against ________.
A) the media
B) advertisers
C) advertising agencies
D) manufacturers
E) suppliers
________ includes advertising on outdoor billboards, buses, posters on walls, telephone
booths and shopping kiosks, taxi signs, grocery store carts, blimps, and so forth.
A) Public media
B) Out-of-home media
C) Broadcast media
D) Transit media
E) External media
A sentence or short piece of copy that explains what the viewer is looking at in a photo
or illustration is known as a(n) ________.
A) caption
B) overline
C) underline
D) call-out
E) tagline
Which of the following is a style of thinking that explores multiple possibilities?
A) rational thinking
B) divergent thinking
C) logical thinking
D) immersion
E) illumination
Which of the following is NOT considered one of the copywriter's tools?
A) adese
B) overlines
C) body copy
D) call-outs
E) slogans
Which of the following enables consumers to self-select themselves into a brand's target
market?
A) total communication strategies
B) 360-degree communication
C) spherical marketing
D) permission marketing
E) mission marketing
Ron is single and not a very good cook, so he eats a lot of pizza. In fact, he orders it
sometimes five nights per week from his favorite pizza place, Pizza Hut. Why is Ron an
important customer for Pizza Hut?
A(n) ________ writes the script for a broadcast production.
A) copywriter
B) arranger
C) producer
D) director
E) editor
Print ads that are ready to be sent to the local print media as soon as the retailer or
dealer adds identification, location, promotion prices, or other information are known as
________.
A) spiffs
B) push incentives
C) ad slicks
D) ad comps
E) dealer loaders
