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________ is the strategy based on reaching people with a message when they are near a
store.
A) Viral marketing
B) Experiential marketing
C) Mobile marketing
D) Digital marketing
E) Search marketing
The visual that sticks in the mind and becomes the image that viewers remember when
they think about the commercial is known as the ________.
A) brand personality
B) key frame
C) tagline
D) elemental visual
E) scripted visual
Which of the following converts a raw number of households to a percentage?
A) gross impressions
B) ratings
C) frequency
D) circulation
E) engagement
________ creates a raised surface on paper, and ________ creates a depressed image in
paper.
A) Formal printing; informal printing
B) Tipping out; tipping in
C) Embossing; debossing
D) On-stamping; in-stamping
E) Overlaying; inlaying
In planning an international IMC campaign, horizontal integration refers to
coordinating across all ________.
A) budgets
B) marcom tools
C) media outlets
D) regions and countries
E) agencies
Who sells space and time for a variety of media?
A) media buyers
B) media researchers
C) media planners
D) media monitors
E) media brokers
Total communication programs consider all sources of brand messages, but 360°
communication planning considers only traditional and nontraditional media.
Radio and television are examples of ________ media.
A) print
B) interactive
C) digital
D) outdoor
E) broadcast
Which of the following would be considered a type of earned media?
A) mobile marketing
B) premiums
C) word-of-mouth
D) corporate videos
E) sponsorship ads
Which of the following media rely most heavily on visuals?
A) direct-response messages
B) newsletters
C) newspapers
D) directories
E) outdoor boards
Which of the following statements about photographs and illustrations is FALSE?
A) Most people feel that photographs lie because they are easily altered with computer
technology.
B) A photograph is more realistic and an illustration is more fanciful.
C) Illustrations eliminate many of the details you see in a photograph.
D) Illustrations can focus attention on key details of the image.
E) Illustrations can intensify meanings and moods.
Which projective technique involves asking consumers to sort through a deck of photos
and pick out visuals that represent something, such as typical users of the product or
situations in which the product might be used?
A) fill-in-the-blanks
B) photo elicitation
C) purpose-driven games
D) story elicitation
E) photo sorts
In finalizing a newspaper ad, Mandeep is considering changing the spot color from blue
to red. In terms of design, Mandeep is considering a(n) ________ change.
A) functional
B) aesthetic
C) balance
D) movement
E) complexity
A recent trademark issue is protection for URLs, which are ________.
A) patents
B) trademarks
C) Internet domain names
D) self-regulating agencies
E) consumer-interest groups
Which of the following copy elements in a print ad is a sentence that floats around the
visual, usually with a line or arrow pointing to some specific element in the visual that
it names and explains?
A) caption
B) overline
C) underline
D) call-out
E) tagline
The ________ of type refers to how easy it is to perceive the letters.
A) legibility
B) point
C) font
D) column width
E) typography
Using the ________ for budgeting, the budget is determined based on last year's
budget, typically with a percentage increase for inflation.
A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method
A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at
fairgrounds across the country. As part of this project, each restroom was to provide
fairgoers with a clean oasis featuring aromatherapy, soothing music, constant
maintenance, and premium toilet tissue. Newspaper articles about the company's role in
making restrooms inviting are an example of ________.
A) corporate advertising
B) cause marketing
C) issue management
D) publicity
E) sponsorship
