28th Avenue Wine & Spirits decided to start advertising its business, but it does not
have a large budget to devote to it. However, the company’s sales are seasonal, with the
highest sales occurring between Thanksgiving and New Year’s. If 28th Avenue Wine &
Spirits would like to have a media presence all year round, which continuity schedule
would most likely make the most of the budget?
A) continuous strategy
B) pulsing strategy
C) flighting strategy
D) heavy-up strategy
E) burst strategy
Which of the following is NOT a core value spelled out in the Public Relations Society
of America’s Code of Professional Ethics?
A) truth
B) fairness
C) competition
D) accuracy
E) responsibility to the public
Gutter Guys is a gutter installation company in Southern California that used to
generate most of its sales through telemarketing but now uses direct mail to reach
prospective customers. Which of the following most likely explains the reason that
Gutter Guys switched from telemarketing to direct mail?
A) the CAN-SPAM Act
B) the Telemarketing Sales Rule
C) the Register of Known Spam Operations
D) the Mail Preference Service
E) the national Do Not Call Registry
Which of the following is a disadvantage of observation and ethnographic research
methods?
A) They are types of quantitative research.
B) They require large numbers of participants.
C) They do not allow the observer to understand the daily lives of participants.
D) They do not provide insight into the participants’ motives.
E) They reveal what people actually do instead of what they say they do.
Independent organizations that are hired by advertisers to create, produce, and distribute
part or all of an advertising effort are known as ________.
A) mass media
B) in-house agencies
C) outside agencies
D) media vehicles
E) account services
Which of the following is NOT a media gatekeeper?
A) newscaster
B) newspaper editor
C) newspaper writer
D) talk-show coordinator
E) public relations writer
All of the following are most likely considered display copy EXCEPT which one?
A) caption
B) headline
C) subhead
D) tagline
E) slogan
A ________ gives an organization the exclusive right to use or reproduce original work,
such as an advertisement or package design, for a specified period of time.
A) trademark
B) servicemark
C) copyright
D) patent
E) brand name
The rising popularity of blogging has paved the way for new careers that combine
________.
A) public relations and advertising
B) direct marketing and public relations
C) public relations and journalism
D) direct marketing and advertising
E) direct marketing and journalism
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 have a website for Flies-R-Us, a Facebook page, and a Twitter feed.
They have had several hits and mentions in the print media and have also aired a series
of short commercials on local radio stations with listeners who are likely to be
interested in fishing. Which of the following best describes the media strategy for
Flies-R-Us?
A) paid media
B) owned media
C) earned media
D) interactive media
E) multiplatform media
Allison works in the media department of a major advertising agency that has several
national advertisers as clients. Her responsibilities include identifying specific media
vehicles, such as TV programs, newspapers, magazines, or radio programs and stations
for clients’ advertising; negotiating the costs to advertise in them; and handling the
details of billing and payment. Although one of the agency’s major clients advertises
primarily in magazines, the media plan calls for the use of newspaper advertising as
well.
Allison is working with a client that is preparing a national launch of a new line of
packaged snacks. The client wants to maximize the reach of its marketing
communication efforts. Which of the following media vehicles should Allison
recommend?
A) network television shows with low rating points
B) network television shows with high rating points
C) local radio shows with high share of audience
D) local radio shows with low share of audience
E) special interest magazines with niche audiences
Runners can compare performances, set up profiles, and meet new friends on Nike’s
Nike Plus website. Nike Plus is an example of a ________.
A) search optimization strategy
B) viral marketing site
C) social media strategy
D) content sponsorship program
E) classifieds website
Which of the following are NOT included in mobile marketing?
A) televisions
B) cell phones
C) smart phones
D) portable game consoles
E) tablets
Employee training and relations programs are typically run by which of the following
groups?
A) creative team
B) account planners
C) human resources
D) market research
E) media buyers