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A ________ is a generic, non-original, non-novel idea.
A) Big Idea
B) cliche
C) slogan
D) tagline
E) creative concept
A company that uses an established brand name with a related line of products is using
a(n) ________.
A) co-brand
B) ingredient brand
C) brand extension
D) licensed brand
E) brand parity
Which of the following is a characteristic of the "Beautiful Messy" style?
A) streamlined
B) sterile
C) hand-drawn
D) linear
E) symmetrical
Which of the following is NOT considered by the FTC when determining the
reasonableness of a claim in an advertisement?
A) type and specificity of claim made
B) type of product
C) possible consequences of a false claim
D) degree of reliance on the claims by consumers
E) price of the product
Carly saw a billboard for a local church that said, "CH_ _ CH-What's missing?" This is
an example of which technique for creating original and unexpected ideas?
A) clich©s
B) an unexpected association
C) metaphors
D) play on words
E) analogies
Everyone knows McDonald's, the worldwide fast food chain. McDonald's has used
consumer promotions for years. Restaurants offer a kids' Happy Meal that always
includes a toy, and oftentimes the package itself is a promotion, such as pumpkin
buckets at Halloween. McDonald's has also used a promotion patterned after the
popular Monopoly game, in which everyone wins something small, like a soft drink or
french fries, but one participant could win $1 million dollars. The Monopoly promotion
usually lasts several months. McDonald's also participates in promotions with movies,
such as Star Wars and several Disney movies. Another promotion McDonald's is
considering is a program that will give consumers one free Happy Meal for every 10
they purchase.
What type of premium is the Happy Meals pumpkin bucket?
A) in-pack premium
B) on-pack premium
C) container premium
D) bonus pack
E) self-liquidator premium
Ralph Nader has been an outspoken consumer activist for many years, and several
organizations target him and his organizations to influence public opinion. In terms of
public relations, Mr. Nader is considered a(n) ________.
A) opinion leader
B) advocacy advertiser
C) maven
D) third-party endorser
E) philanthropist
________ are goals to be accomplished with a strategic plan.
A) Strategies
B) Objectives
C) Tactics
D) Motives
E) Needs
Which copy element develops the sales messages, states the argument, summarizes the
proof, and provides explanation?
A) headline
B) subhead
C) caption
D) body copy
E) display copy
Which type of payout plan seeks to determine the point at which the total cost of the
promotion exceeds the total revenues?
A) inflection point
B) crossover point
C) point of no return
D) break-even analysis
E) optimization point
A second color used in addition to black-and-white is known as ________.
A) mono color
B) single color
C) spot color
D) limited color
E) contrast color
________ is the term given to promotional stunts used at events, such as the Olympics,
by companies that are not official sponsors of the event.
A) Ambush marketing
B) Sponsorship
C) Co-marketing
D) Co-branding
E) Cross promotion
