WTBS-Atlanta, WGN-Chicago, and WWOR-New York are all independent television
stations whose programs are carried by satellite to cable operators; they are known as
________.
A) cable networks
B) superstations
C) broadcast networks
D) affiliates
E) syndicated networks
Advertising creatives use the term ________ to refer to the process of coming up with a
new marketing communication idea.
A) positioning
B) targeting
C) concepting
D) branding
E) extending
Which of the following is a promotion designed specifically to increase customer
retention?
A) event marketing
B) loyalty program
C) sampling
D) rebate
E) sweepstakes
Firms usually reach ________ markets through mass media and other marketing
communication tools.
A) consumer
B) business-to-business
C) media
D) channel
E) institutional
For advertisers, video games are primarily a medium to target which of the following
groups?
A) females ages 12 to 34
B) males ages 12 to 34
C) females ages 35 to 54
D) males ages 35 to 54
E) adults 55 and older
The way various types of media are strategically combined in a media plan is known as
a ________.
A) media mix
B) message mix
C) media vehicle
D) message frequency
E) media reach
Brand ________ programs offer customers rewards for repeat business.
A) value
B) equity
C) extension
D) integration
E) loyalty
Which of the following is most likely true of infomercials?
A) They are the most popular method of direct-marketing.
B) They typically air during prime time.
C) They are usually 30 to 60 minutes long.
D) They are typically used for products with low profit margins.
E) They are usually used for products that are widely available in retail outlets.
Stan is a copywriter and Bob is an art director working on a client’s account. They are
brainstorming ideas and trying to imagine what the finished ad might look like. What
technique should they use?
A) creative aerobics
B) thought listing
C) “drawing on the right side of the brain”
D) visualization
E) image transfer
Which of the following statements is most likely true regarding social class in the
United States?
A) Social class is determined solely by income level.
B) Lines between social classes in the United States are fixed and rigid.
C) People in different social classes tend to buy different products.
D) Wealth is critical in determining social class, but education is not.
E) People are relegated to a permanent class layer in the United States.
Which type of communication objective is most closely associated with the Facets
Model of Effects category of emotion?
A) cue the psychological appeal
B) create awareness
C) connect to positive brand experiences
D) establish brand identity
E) stimulate opinion
Advertisements for Netflix, a provider of on-demand streaming videos, feature the
slogan “Watch anytime, anywhere, instantly.” Which type of brand positioning does this
most clearly indicate?
A) preemptive position
B) value position
C) psychological position
D) usage position
E) competitive position