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Which of the following include exposure to traditional mass media, word-of-mouth,
place-based media, in-store brand exposures, and interactive media?
A) contact points
B) gross rating points
C) aperture points
D) impression points
E) rating points
A television commercial for Tylenol brand pain reliever focuses on a woman's face as
she talks about her arthritis pain and how she used to think that prescription medication
was the answer. She then goes on to say that with all the problems that are being
discovered about prescription pain medications, she has reconsidered over-the-counter
Tylenol, which provides just as much pain relief without all the risks. What type of
advertising message is this?
A) drama
B) lecture
C) routine
D) teaser
E) sensory
In an audit, ________ is used to identify baselines from previous audits or audits of
other related companies and industries to establish a point of comparison.
A) baselining
B) benchmarking
C) a gap analysis
D) an internal assessment
E) base-pointing
Which of the following statements regarding advertising and public relations is true?
A) Public relations and advertising differ in how they use the media.
B) The public tends to trust advertising more than public relations.
C) Public relations strategists have little trouble getting exposure through media.
D) Consumers do not perceive public relations information and advertising information
as the same.
E) The main goal of public relations is sales.
The Register of Known Spam Operations (Rokso) is a kind of "most wanted" list of
spammers that is maintained by ________.
A) the Federal Trade Commission
B) the Direct Marketing Association
C) the U.S. Postal Service
D) Internet hosts and service providers
E) the CAN-SPAM Act
Which of the following does NOT describe a claim that uses puffery?
A) a claim that is obviously exaggerated
B) a claim supported by a set of facts
C) a claim that is vague
D) a claim supported by subjective opinions
E) a claim that can't be proven or disproven
A research study about Coca-Cola used ________, asking respondents to make a
collage of images that capture their feelings about the brand.
A) theater techniques
B) metaphors
C) secondary demographic research
D) purpose-driven games
E) artifact creation
Wendy's fast food restaurant recently had a situation in which a woman found a
fingertip in her bowl of chili. Of course, customers were disgusted and sales at that
particular Wendy's and Wendy's outlets nationwide went down. Fortunately for
Wendy's, though, it was discovered weeks later that the accuser has a history of filing
lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker
of the woman's husband. The Wendy's location in which this incident occurred received
very favorable exposure in the local media once it was learned that the restaurant was
victimized by this false accusation.
Immediately following this individual's claim of finding a fingertip in her chili, which
public relations program would be most valuable to Wendy's?
A) corporate reputation management
B) crisis management
C) marketing public relations
D) public communication campaigns
E) public service announcements
The New York Times wants to begin an advertising campaign using television to attract
more subscribers. The Times wants to reach an affluent, well-educated audience. One
goal of its promotion is to not appear to be asking for purchase, merely to make the
publication more salient in the minds of the target audience. Based on this information,
which of the following delivery systems or programming options would be best for the
newspaper?
A) network television
B) public television
C) cable television
D) program syndication
E) interactive television
Old Navy's "SuperModelquins" campaign features mock supermodels with
celebrity-worthy stories that are featured on TV and the Web. They've been featured in
a flyer patterned after a celebrity magazine, have attended high-profile events, and have
a presence on Twitter. What type of influence on consumer decision making is this
campaign attempting?
A) psychological
B) cultural
C) cognitive
D) benefits
E) demographic
