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Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions?
A) cost per point
B) cost per thousand
C) cost per impression
D) brand development index
E) category development index
New product campaigns and brand reminder ads are typically designed to create and
maintain a high level of brand ________.
A) transformation
B) learning
C) synergy
D) semiotics
E) awareness
Which of the following is the fastest growing minority group in the United States?
A) Caucasians
B) African Americans
C) Asians
D) Latinos
E) American Indians
Which of the following is NOT a common method for conducting surveys?
A) in person
B) by mail
C) by fax
D) through the Internet
E) by phone
Which aspect of public relations most likely carries no direct media costs?
A) corporate advertising
B) crisis management
C) publicity
D) cause marketing
E) marketing public relations
Integrated marketing communications require a company's mass-market
advertisements, website, email, and personal selling communications to all have
________.
A) equal portions of the advertising budget
B) the same return on investment
C) separate marketing objectives
D) the same target audience
E) a consistent message, look, and feel
Color that aligns exactly with the image in a print ad is said to be ________.
A) registered
B) offset
C) halftoned
D) debossed
E) continuously toned
________ can deliver the same radio stations, regardless of where the listener is in the
continental United States.
A) Satellite radio
B) Cable radio
C) Low-power FM
D) AM/FM radio
E) Public radio
Media companies that have brought the planning and buying functions back together
offer ________ services rather than unbundled media services.
A) value-added
B) consolidated
C) make-good
D) measured media
E) lead-in
The idea of ________ means that no matter the consumer's angle of vision, the brand
always looks the same.
A) multimedia marketing
B) standardization
C) mission branding
D) multiplatform marketing
E) spherical branding
A distinctive catch phrase that serves as a motto for a campaign, brand, or company is
known as a(n) ________.
A) caption
B) overline
C) underline
D) call-out
E) slogan
A set of computer-generated letters that appear to be moving across the bottom of the
television screen is known as a(n) ________.
A) crawl
B) morph
C) tip-in
D) register
E) overwrite
ROI from a public relations campaign can be difficult to measure, so ________ is a
surrogate measure that is often used instead.
A) shareholder value
B) recognition
C) recall
D) trial
E) repeat purchase
Media impact begins with ________.
A) impressions
B) circulation
C) exposure
D) reach
E) frequency
All the communication efforts aimed at the financial community are referred to as
________.
A) financial relations
B) media relations
C) external relations
D) financial marketing
E) finance public relations
