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What concept refers to the production time needed to get the advertisement in to the
medium?
A) continuity
B) lead time
C) duration
D) flow
E) just-in-time
Because users can create their own paths through a website, designers have to make
sure that their sites have clear ________.
A) URLs
B) networks
C) sequencing
D) navigation
E) pop-ups
Bolls and Associates is an advertising agency that will develop a client's advertising
campaign from strategy through execution and media exposure. However, Bolls and
Associates does not actually produce the television commercials or shoot the
photography for print ads; rather, the agency hires outside experts to produce those
elements of the campaign. Which type of "key player" is Bolls and Associates
advertising agency using to produce the advertisements for their client?
A) advertiser
B) agency
C) media
D) supplier
E) vehicle
When Taco Bell used a Chihuahua, a small dog, to represent its product, which type of
message format was being used?
A) comparison
B) teaser
C) brand icon
D) slice-of-life
E) demonstration
Sue found a coupon for $2.00 off of Post's Raisin Bran breakfast cereal in her favorite
magazine. Which type of coupon is this?
A) manufacturer-sponsored
B) retailer-sponsored
C) co-op
D) instant
E) self-liquidator
________ contain video footage for a television newscast.
A) Video news releases
B) Video public relations
C) Live news releases
D) Public service announcements
E) Documercials
An ad for Mongoose mountain bikes shows a serious biker traversing remote and
rugged but beautiful terrain. The ad states, "There are places that are so awesome and so
killer that you'd like to tell the whole world about them. But please, don't." This ad is
most closely related to the ________ strategy of Taylor's Six-Segment Strategy Wheel.
A) ration
B) sensory
C) social
D) routine
E) acute need
Quantitative research is typically designed to either accurately ________ something or
________ something.
A) investigate; question
B) explore; observe
C) count; predict
D) explore; prove
E) predict; observe
A ________ is a form of compensation that involves the agency billing the client each
month based on the projected amount of work and the hourly rate charged for that work.
A) set fee system
B) value bill
C) commission
D) retainer
E) performance incentive
Full-color images are reproduced using four distinctive shades of ink in a process called
________.
A) full-color printing
B) four-color printing
C) tint blocking
D) offset printing
E) color transferring
In television, the percent of viewers watching a particular show based on the number of
television sets that are on during that particular time slot is measured through
________.
A) coverage
B) exposures
C) gross impressions
D) ratings
E) share of audience
What are the two general types of printed images?
A) formal and informal
B) digitizations and illustrations
C) color and sepia
D) line art and halftone
E) tint blocks and halftone
Brand value comes in two forms: the value to the ________ and the value to the
________.
A) consumer; competitor
B) consumer; corporation
C) competitor; channel
D) corporation; competitor
E) shareholder; stakeholder
Media sales reps compile profile information about the people who watch, listen to, or
read the medium, along with numbers describing audience size and geographical
coverage, in packets of information known as ________.
A) rate cards
B) take-aways
C) promotions
D) media kits
E) sales kits
Which of the following refers to the rapid spread of a brand message on the Internet
through a wide network of contacts?
A) brand stewardship
B) brand parity
C) direct marketing
D) indirect marketing
E) viral marketing
