ADPR 215 Exam 3

In a radio message for a​ product, which of the following helps listeners recall visuals from a TV commercial for the same​ product? Question content area bottom Part 1 A. ​Voice-overs B. Image transfers C. Sounds effects D. Jingles E. ​Call-outs

B. Image transfers

"Bite the wax​ tadpole" and​ "Eat your fingers​ off" are examples of slogans mistranslated in international marketing campaigns. Both could have been avoided had the companies utilized which of the​ following? Question content area bottom Part 1 A. Proper grammar B. Slogans C. ​Low-context D. Back translation E. Adese

D. Back translation

As the art​ director, you want to use unusual shapes in your copy. Which of the following tools would be best for this​ task? Question content area bottom Part 1 A. Embossing B. Debossing C. ​Tip-ins D. Foil stamping E. ​Die-cutting

E. ​Die-cutting

A city council candidate pays a higher advertising price to ensure that her campaign ad appears on the prominent back page of the local newspaper. Which type of advertising rate did the candidate​ pay? Question content area bottom Part 1 A. ​Run-of-paper rate B. ​Free-standing insert rate C. Classified advertising rate D. ​Co-op advertising rate E. ​Preferred-position rate

E. ​Preferred-position rate

​"Newer" examples of billboard advertisements use all of the following EXCEPT which​ attribute? Question content area bottom Part 1 A. Actual television screens showing digital advertisements B. ​Add-ons that go beyond the rectangular shape of the billboard C. ​3-D images and graphics D. Revolving panels for changing messages E. ​Simple, clean, uncluttered typography

E. ​Simple, clean, uncluttered typography

Which of the following is a​ low-context language? Question content area bottom Part 1 A. French B. English C. Chinese D. Japanese E. Greek

B. English

Which of the following is the MOST common form of Internet​ advertising? Question content area bottom Part 1 A. Interstitial B. Banner ad C. ​Pop-up ad D. Sidebar ad E. Spam

B. Banner ad

With the launch of a new product marketed toward young​ adults, you know the importance of interactivity in the digital media you create. What is another name for this​ interactivity? Question content area bottom Part 1 A. Skyscrapers B. Rich media C. Superstitials D. Banner ads E. Pop ups

B. Rich media

You and your friends plan to attend the​ 7:00 p.m. movie. One friend is running​ late, so the others argue you should go to the later movie.​ However, you know that the first several minutes of the start time will be showing​ ___________. Question content area bottom Part 1 A. extensions B. trailers C. digital displays D. ​video-game advertising E. superstitials

B. trailers

Media is prevalent in the SMCR model of communication introduced in Chapter 4. Media is related to which step of the communication​ model? Question content area bottom Part 1 A. Receivers B. Source C. Message D. Channels E. Encoding

D. Channels

Automobile manufacturers use color in their commercials to help​ "sell the​ idea" or brand personality of their products. Which of the following automobile brands does NOT match the correct color​ symbolism? Question content area bottom Part 1 A. A blue Hummer B. A yellow VW Bug C. A black Mercedes Benz D. A green Ford Mustang GT E. A red Chevrolet Corvette

A. A blue Hummer

One of the most memorable television campaigns of the past few years is​ GEICO's Caveman series. In one​ commercial, after the spokesman says the​ catchphrase, "It's so easy a caveman can do​ it," the caveman who is running the boom mike​ yells, "NOT​ COOL!" and storms off. This commercial incorporates which of the​ following? Question content area bottom Part 1 A. An​ off-camera element B. Lengthy​ voice-over work C. Theater of the mind D. ​On-location filming E. Animated characters

A. An​ off-camera element

Chevrolet launched its Nova vehicle in​ Spanish-speaking countries with no success because Nova translates to Spanish as​ "no-go". Which of the following would have helped Chevrolet avoid this​ problem? Question content area bottom Part 1 A. Back translating the product name B. Utilizing collateral materials C. Including a call to action D. Waking up the inattentive E. Speaking to​ listener's interest

A. Back translating the product name

Basic principles of design attempt to address both functional and aesthetic​ needs, and govern the visual​ communication's layout. Which of the following is NOT offered as an example of a basic​ principle? Question content area bottom Part 1 A. Extensive information B. ​Attention-getting C. Simplicity D. Attractive E. Easy to perceive

A. Extensive information

Which of the following is NOT typically considered traditional​ media? Question content area bottom Part 1 A. Online media such as a blog run by​ firm's website B. ​Out-of-home media such as billboards C. Newspapers and magazines D. Online media such as a​ firm's website E. Broadcast media such as television and radio

A. Online media such as a blog run by​ firm's website

Which of the following is the most intrusive of all​ media? Question content area bottom Part 1 A. Personal selling B. Newspapers C. Websites D. Billboards E. Television advertisements

A. Personal selling

Which of the following is the most common type of online video​ advertising? Question content area bottom Part 1 A. Preroll ads B. Quick response videos C. Superstitials D. ​Click-through videos E. ​Pop-up ad

A. Preroll ads

The biggest advantage of which medium is its tightly targeted audience​ base? Question content area bottom Part 1 A. Radio B. Magazines C. Television D. Internet E. Newspapers

A. Radio

Consumers are fed up with television​ advertising, making which of the following a prevalent threat to television​ advertising? Question content area bottom Part 1 A. Streaming services B. Superstitials C. Roadblocks D. Web videos E. Radio

A. Streaming services

Tara is creating a​ four-color print ad for a client. Which color will Tara NOT include in the​ ad? Question content area bottom Part 1 A. White B. Cyan C. Yellow D. Magenta E. Blue

A. White

News​ articles, as opposed to​ advertisements, are typically seen as more trustworthy because there is an implicit​ third-party endorsement. In an attempt to gain this benefit but control the​ message, advertisers use​ ________. Question content area bottom Part 1 A. advertorials B. controlled circulation C. directional advertising D. public relations E. owned media

A. advertorials

The key to an effective outdoor​ (for example,​ billboard) advertisement is a dominant visual with minimal copy. To get​ noticed, advertisers need an​ eye-stopping graphic, typically larger than​ life, and including​ ________. Question content area bottom Part 1 A. few words B. no extensions beyond the rectangle of the board C. a nice blending of colors to make the customer search for the information D. nicely designed typography in ornamental letters E. the message boldly stated in ALL CAPS

A. few words

Your text describes IMC plans as​ multiplatform, multichannel, and multitargeted. Multiplatform refers to​ ________. Question content area bottom Part 1 A. selecting among​ advertising, public​ relations, and sponsorships B. selecting which target audience to address C. using multiple channels for interaction D. selecting among​ television, radio, and billboard E. differentiating between delivery and connection

A. selecting among​ advertising, public​ relations, and sponsorships

Which of the following is a brand​ icon? Question content area bottom Part 1 A. ​Michelin's Michelin Man B. Coca​ Cola's script name C. ​UPS's brown trucks D. ​McDonald's golden arches E. Wells​ Fargo's stagecoach

A. ​Michelin's Michelin Man

Given all the options for attracting a​ consumer's attention, it can be difficult to gain attention. Some advertisers go for shock​ value, but the goal of new media is to replace​ ________ with​ ________. Question content area bottom Part 1 A. ​interruption, engagement B. ​reach, frequency C. ​interruption, intrusiveness D. ​engagement, intrusiveness E. ​ratings, share of audience

A. ​interruption, engagement

Google's famous​ logo, which uses primary colors out of order to spell its​ name, illustrates which​ concept? Question content area bottom Part 1 A. Circus B. All copy C. Panel layout D. All art E. Picture window

B. All copy

Which of the following is generally based on an​ advertising-supported approach? Question content area bottom Part 1 A. Cable radio B. Broadcast television C. Subscription television D. Podcasting E. Public radio

B. Broadcast television

During the Christmas​ season, a daily newspaper in Fort​ Wayne, Indiana, receives several complaints of sore backs from its young newspaper deliverers. Each bundle weighs over two pounds because so many department store ads are inserted inside every newspaper. Which term refers to these​ ads? Question content area bottom Part 1 A. ​Co-op ads B. Circulars C. Classified ads D. Supplements E. House ads

B. Circulars

In​ advertising, colors help to convey a mood. Which color is correctly associated with its intended​ mood? Question content area bottom Part 1 A. Blue​ = excitement B. Green​ = calm C. Yellow​ = intellectual D. Black​ = danger E. Red​ = elegance

B. Green​ = calm

Meow meow meow​ meow, meow meow meow​ meow, meow meow meow​ meow, meow meow meow​ meow." or​ "I am stuck on​ Band-Aid band" are both used as commercials presented in a song. These are examples of which of the​ following? Question content area bottom Part 1 A. Adese B. Jingles C. Annoyances D. Calls to action E. ​Call-outs

B. Jingles

For a small production such as a local​ hospital's television​ commercial, the​ hospital's marketing manager might serve as copywriter and producer during which stage of the video production​ process? Question content area bottom Part 1 A. Video editing B. Preproduction C. Postproduction D. Filming E. The shoot

B. Preproduction

Which of the following describes a multichannel IMC​ plan? Question content area bottom Part 1 A. Differentiating between delivery and connection B. Selecting among​ television, radio, and billboard C. Selecting which target audience to address D. Engaging with a variety of stakeholders E. Selecting among​ advertising, public​ relations, and sponsorships

B. Selecting among​ television, radio, and billboard

Which of the following is NOT one of the effects in the Facets Model of​ Effects? Question content area bottom Part 1 A. Cement a belief B. Sell the product C. Grab attention D. Anchor associations E. Communicate quickly

B. Sell the product

As described in the​ text, which of the following correctly lists the development stages of the Lincoln Marathon​ poster? Question content area bottom Part 1 A. ​Semicomps, thumbnail​ sketches, rough​ layout, high-resolution computer​ file, comprehensives, mechanicals B. Thumbnail​ sketches, rough​ layout, semicomps,​ comprehensives, mechanicals,​ high-resolution computer file C. Thumbnail​ sketches, rough​ layout, semicomps,​ mechanicals, comprehensives,​ high-resolution computer file D. Thumbnail​ sketches, rough​ layout, semicomps,​ high-resolution computer​ file, comprehensives, mechanicals E. Thumbnail​ sketches, semicomps, rough​ layout, comprehensives,​ mechanicals, high-resolution computer file

B. Thumbnail​ sketches, rough​ layout, semicomps,​ comprehensives, mechanicals,​ high-resolution computer file

You own a​ local, daily newspaper serving about​ 5,000 customers. During the budgetary​ process, your accountant repeatedly reminds you that most of your revenue comes from​ ________. Question content area bottom Part 1 A. editorials B. advertising C. copy D. classifieds E. subscriptions

B. advertising

All of these adjectives are used to describe effective advertising copy EXCEPT​ ________. Question content area bottom Part 1 A. ​single-minded B. expensive C. ​tightly-focused D. simple E. succinc

B. expensive

Unlike other forms of mass​ media, the Internet is more interactive.​ Meaning, rather than just distributing​ information, copywriters must do all of the following EXCEPT​ ________. Question content area bottom Part 1 A. focus on​ two-way rather than​ one-way communication B. format Internet advertisements to comply with traditional banner ads C. attract people to the website D. manage customer relationships to brands E. manage a​ dialogue-based communication experience

B. format Internet advertisements to comply with traditional banner ads

Although a picture is worth a thousand​ words, some advertisements are incomplete without actual words. For​ example, advertisements that require​ ________ cannot be properly conveyed with only pictures. Question content area bottom Part 1 A. slogans B. high involvement C. humor D. contextual cues E. blind headlines

B. high involvement

Unlike other print​ media, the magazine industry has been able to better withstand the movement to online because​ ________. Question content area bottom Part 1 A. magazines rely almost totally on subscriptions for revenue B. magazines are more effective at capturing niche markets C. magazine subscriptions are less expensive than newspaper subscriptions D. there are far fewer magazines than newspapers E. readers of magazines spend less time reading a magazine than the typical newspaper

B. magazines are more effective at capturing niche markets

To maximize the efficiency of​ budgets, marketing communicators develop a​ ________. Question content area bottom Part 1 A. multitargeted IMC B. media plan C. media mix D. multiplatform IMC E. mass vehicle

B. media plan

Copywriters use​ taglines, sound​ effects, jingles,​ questions, and commands to break through the clutter and wake up the inattentive. To make a radio advertisement​ memorable, copywriters also use​ ________. Question content area bottom Part 1 A. back translation B. repetition C. headlines D. collateral materials E. scripts

B. repetition

There are more than​ 6,400 newspapers in the United States. Concerns for the newspaper industry include all of the following EXCEPT​ ________. Question content area bottom Part 1 A. the movement to online viewing of news B. the mass buyoff of the smaller papers by the big dailies C. declining readership as the older generations die off D. readership being larger than circulation capabilities E. declining advertising revenue as the economy continues to struggle

B. the mass buyoff of the smaller papers by the big dailies

Biologically, humans are visual creatures. We will believe our eyes over all the other senses. Given​ this, which of the following statements about visual communication is​ FALSE? Question content area bottom Part 1 A. Print layouts capture more than twice as many readers as a headline does. B. Pictures have the ability to pull more readers into the body copy. C. Articles with pictures lose believability due to limited word counts. D. Bigger illustrations attract the​ consumers' attention more. E. People remember more of the reading when it is associated with pictures.

C. Articles with pictures lose believability due to limited word counts.

Levi Strauss​ & Co. marketers created​ "Unzipped", an​ online, interactive forum where the company furthers its brand relationship with consumers. Which term describes​ "Unzipped"? Question content area bottom Part 1 A. Social media platform B. Radio advertisement C. Blog D. ​Click-through marketing E. Television advertisement

C. Blog

Question content area top Part 1 As opposed to broadcast​ media, print media such as newspapers and magazines are better situated when which element of the Facets of Effects Model is​ desired? Question content area bottom Part 1 A. Association B. Emotion C. Cognition D. Perception E. Involvement

C. Cognition

Many​ newspapers, which are considered traditional​ media, also have websites and videos. This is an example of which of the​ following? Question content area bottom Part 1 A. Earned media B. ​Cross-media C. Convergence D. Interaction E. Engagement

C. Convergence

Delivery is the first step in connecting to your target audience. Of the numerous advertisement​ channels, the best is ultimately dependent upon the audience you are targeting. If your target audience is senior​ citizens, which channel would likely be LEAST​ effective? Question content area bottom Part 1 A. Radio B. Billboards C. Digital media D. Television E. Newspapers

C. Digital media

Which term refers to the closeness of fit between the interests of viewers and the relevance of the media​ content? Question content area bottom Part 1 A. ​Multi-channel B. ​Multi-targeted C. Engagement D. ​Multi-platform E. Interaction

C. Engagement

________ is as much of a driving force for modern digital media as news was for traditional media. Question content area bottom Part 1 A. Direct marketing B. Advertising C. Entertainment D. Public relations E. Social media

C. Entertainment

Remember your last trip to school or even the store. As you were​ driving, how many radio commercials did you​ hear? How many billboards did you​ pass? How many store signs did you​ see? Did you notice the stickers and license plate covers detailing the car dealership where the driver in front of you purchased his or her​ vehicle? All of these examples refer to​ what? Question content area bottom Part 1 A. Circulation B. Frequency C. Exposure D. Impression E. Reach

C. Exposure

Your supervisor has asked you to estimate the number of viewers reached in a recent television commercial you created. Which of the following would you​ calculate? Question content area bottom Part 1 A. Impressions B. Share C. Gross impressions D. Ratings E. Frequency

C. Gross impressions

Which statement about writing humorous ads is​ true? Question content area bottom Part 1 A. Humor is best used when there is a high need for cognition. B. Humor always works regardless of the product or service being sold. C. Humor is best used when there is a low need for cognition. D. Your product requires high involvement. E. Humor is best used when getting the target audience to remember complex messages.

C. Humor is best used when there is a low need for cognition.

In New York​ City's Time​ Square, Revlon erected a huge screen on which passersby can have their photos displayed. Which of the following is this an example​ of? Question content area bottom Part 1 A. Viral communication B. Product placement C. Interactive billboard D. Guerilla marketing E. Mobile marketing

C. Interactive billboard

Which PR form is written in a​ ready-to-publish format and is typically seen as believable because it carries an inherent​ third-party endorsement? Question content area bottom Part 1 A. Display copy B. Advertorial C. News release D. Adese E. ​Brag-and-boast copy

C. News release

Donato's Pizza has a billboard with a pizza that is larger than the billboard itself and has​ "steam" coming from the pizza. The pizza on the billboard is an example of ​ _________. Question content area bottom Part 1 A. a digital display B. ​place-based media C. an extension D. ​out-of-home media E. a banner ad

C. an extension

The text says that there is a science to​ letters, sounds, and even words. In addition to slogans and​ taglines, a​ firm's or​ product's ________ can connote things such as​ effectiveness, speed, or even relaxation. Question content area bottom Part 1 A. call to action B. IMC C. brand name D. marketing objective E. logo

C. brand name

In the highly visual world of online​ advertising, it is often the​ ________ that prompts the​ click-through. Question content area bottom Part 1 A. color palette used B. music C. copy D. motion built into the webpage E. outstanding graphics on the webpage

C. copy

Apple produces a program called Final Cut​ Pro, which can be used by​ a(n) ________ to put the finishing touches on a television commercial. Question content area bottom Part 1 A. arranger B. producer C. editor D. actor E. director

C. editor

It is no secret that advertising has changed dramatically in the last few years. For​ example, rather than the traditional​ one-way communication,​ today's advertising offers​ two-way communication via​ ________. Question content area bottom Part 1 A. engagement B. multiplatform communication C. interactive communication D. multitargeted communication E. multichannel communication

C. interactive communication

​Shelby, a media planner at Quantum​ Advertising, knows the importance of matching the target audience with the right​ _______. Question content area bottom Part 1 A. ratings B. media plan C. medium D. media buyer E. gross impressions

C. medium

Flowcharting or mapping how a user would travel through a website is an example of​ ________. Question content area bottom Part 1 A. composition B. dubbing C. navigation D. customization E. illustration

C. navigation

The art director is responsible for all of the following EXCEPT​ ________. Question content area bottom Part 1 A. managing the visual look of the brand message B. designing materials associated with the brand C. transforming an idea into a product D. bringing the visual side of the Big Idea to life E. detailing how a brand message communicates product qualities

C. transforming an idea into a product

The more intrusive a​ medium, the more it can be​ personalized, but also the costlier it is to use. In addition to​ opt-in/opt-out options, websites akin to Facebook can appear to be less intrusive by​ ________. Question content area bottom Part 1 A. making everything free B. purposely hiding all the information they collect from their users C. using computer cookies to monitor which ads interest users D. automatically​ opting-in all users regardless of their choices E. running a variety of advertisements

C. using computer cookies to monitor which ads interest users

Just as JFK used television to transform presidential debates in the​ 1960s, President Obama placed advertisements in​ ________, such as Madden football and Guitar​ Hero, in an attempt to capture the support of young voters. Question content area bottom Part 1 A. movie trailers B. radio broadcasts C. video games D. dark websites E. electronic billboards

C. video games

Whether he helped this product or the product helped​ him, Andy Warhol is famous for painting the iconic​ ________. Question content area bottom Part 1 A. Lipton Iced Tea logo B. political poster of President Obama C. ​Campbell's Soup can D. box for Kraft Macaroni​ & Cheese E. golden arches of​ McDonald's

C. ​Campbell's Soup can

________ refers to the arrangement of pieces in a print​ ad, whereas​ ________ refers to the arrangement of pieces in an actual picture. Question content area bottom Part 1 A. ​Composition, layout B. ​Font, layout C. ​Layout, composition D. ​Screen, take E. ​Font, screen

C. ​Layout, composition

With banner​ ads, advertisers can measure the​ ________ to determine the success of the​ ad, and in turn they might be charged varying fees based on​ ________. Question content area bottom Part 1 A. QR​ rate, superstitials B. QR​ rate, search optimization C. ​click-through rate,​ pay-per-click D. ​pop-ups, rate card E. ​pay-per-click, search optimization

C. ​click-through rate,​ pay-per-click

Question content area top Part 1 The​ ________ is the text of an ad or the words people say in a​ commercial, and the​ ________ is the person who shapes and sculpts the word in advertising. Question content area bottom Part 1 A. ​message, advertiser B. ​message, spokesperson C. ​copy, copywriter D. ​copy, media planner E. ​media, copywriter

C. ​copy, copywriter

What is the main difference between body copy and display​ copy? Question content area bottom Part 1 A. Body copy is used with public relations​ writing; display copy is used with advertising. B. Body copy is used for radio​ advertisements; display copy is used for television commercials. C. Body copy is the term used for long​ ads; display copy is used for short ads. D. Body copy is designed to be read and​ absorbed; display copy includes elements that readers see in an initial scanning. E. Nothing is​ different; they are two terms that mean the same thing.

D. Body copy is designed to be read and​ absorbed; display copy includes elements that readers see in an initial scanning.

Which of the following generations grew up with the most media​ options? Question content area bottom Part 1 A. Boomer B. Gen X C. Millennial D. Gen Z E. Traditionalist

D. Gen Z

Which of the following is NOT considered a reason why television advertising​ works? Question content area bottom Part 1 A. It engages the emotions including having the ability to create fantasies. B. It allows for demonstrations. C. It tells stories. D. It provides the ability for viewers to​ time-shift. E. It adds personality to a brand.

D. It provides the ability for viewers to​ time-shift.

While looking on a​ company's website for a new pair of blue​ jeans, you struggle with finding a search bar and locating a link for your​ gender's page. To alleviate this​ issue, which of the following would you recommend to the web​ designer? Question content area bottom Part 1 A. Organize graphics better B. Make the font bigger C. Use all caps D. Make navigation easier E. Utilize motion F. Include more digitization

D. Make navigation easier

In a guerilla marketing campaign entitled​ "Sexier than​ Skin," Victoria's Secret replaced articles of clothing with a scannable matrix to send potential consumers to the​ Victoria's Secret website. Which of the following directed consumers to the​ website? Question content area bottom Part 1 A. ​Pop-up B. Superstitial C. Mobile advertising D. QR code E. Interstitial

D. QR code

Which of the following are often enduring and rarely change​ (when good), such as Morton​ Salt's "When it​ rains, it​ pours"? Question content area bottom Part 1 A. Advertisements B. IMC C. Calls to action D. Slogans E. Taglines

D. Slogans

TED Radio Hour and America Now are examples of which of the​ following? Question content area bottom Part 1 A. Podcasting B. Sports radio C. Cable radio D. Syndication E. Network radio

D. Syndication

What is the core theme of this​ chapter? Question content area bottom Part 1 A. In all visuals except​ billboards, we are to use an​ eye-stopping graphic. B. In​ today's web-based world of​ advertising, failure to be online is devastating. C. To effectively develop a​ brand, high-tech visuals are a must. D. The power to get attention lies primarily with the visual. E. In all​ visuals, typography is most important.

D. The power to get attention lies primarily with the visual.

What is the online version of​ word-of-mouth marketing? Question content area bottom Part 1 A. Search marketing B. Branded entertainment C. Product placement D. Viral marketing E. Guerilla marketing

D. Viral marketing

As opposed to the more traditional forms of media prevalent in past​ years, the new era of social media is MOST closely associated with​ ________. Question content area bottom Part 1 A. corporate interactive media B. branded media C. paid media D. earned media E. owned media

D. earned media

Although never​ accomplished, possibly one of the biggest missed opportunities in advertising is related to​ NBC's Friends. Imagine the benefit to Starbucks if Jennifer​ Aniston, Courtney​ Cox, and friends met there instead of Central Perk. This would be an example of​ ________. Question content area bottom Part 1 A. ​out-of-home media B. guerilla marketing C. branded entertainment D. product placement E. Viral marketing

D. product placement

Copywriters effectively address the correct target audience by carefully selecting the​ ________. Question content area bottom Part 1 A. advertising media B. IMC C. spokesperson D. tone of voice E. magic phrase

D. tone of voice

Visual elements associated with a brand are called​ ________. Question content area bottom Part 1 A. images B. gaffers C. special symbols D. trademarks and logos E. brand icons

D. trademarks and logos

The​ ________ is responsible for all the budgetary issues related to all video​ production, whereas the​ _______ is responsible for the actual​ filming, taping, and setup of the video production. Question content area bottom Part 1 A. ​producer, composer B. ​director, producer C. ​editor, director D. ​producer, director E. ​composer, producer

D. ​producer, director

Which of the following improves the effectiveness of​ out-of-home advertising? Question content area bottom Part 1 A. Keeping a static message B. Frequent changes to the message and graphics to stimulate interest C. More words than​ pictures, because consumers want and need cognition D. Plenty of details to fully explain the product or service being offered E. A good location with frequent target audience traffic

E. A good location with frequent target audience traffic

You have contracted with a local advertising agency to begin integrated marketing communications for your new​ company, Watching Paint Dry. During the initial meeting with your ad​ rep, you heard several unfamiliar terms that you found confusing. You believe an introductory advertisement in the local newspaper​ (for example, NOW​ OPEN) will best serve your initial purpose. Which of the following is NOT a term that would relate to your​ advertisement? Question content area bottom Part 1 A. Print media B. Media vehicle C. Niche media D. Mass media E. Broadcast media

E. Broadcast media

Liberty Mutual​ Insurance's "Humans" television campaign shows regular people making relatively stupid​ mistakes, such as forgetting to put the car in Park while parked on a hill. Which of the following television techniques do these commercials​ use? Question content area bottom Part 1 A. Interruption B. Animation C. Action D. Credibility E. Demonstration

E. Demonstration

The main difference between​ ________ and​ ________ with respect to their media experiences is the interaction and​ consumer-generated advertising content. Question content area bottom Part 1 A. Gen​ Xers, Gen Yers B. ​Boomers, Gen Xers C. ​Traditionalists, boomers D. ​Millennials, Gen Xers E. Gen​ Yers, millennials

E. Gen​ Yers, millennials

Which of the following is a cited reason for readership being larger than circulation for newspapers and​ magazines? Question content area bottom Part 1 A. Magazines are more expensive than newspapers. B. Newspapers are​ national, whereas magazines are local. C. Newspapers and magazines are read only once and then recycled. D. Newspapers are​ regional, whereas magazines are national. E. Newspapers and magazines are read by more than one person.

E. Newspapers and magazines are read by more than one person.

Which statement about paid media is​ incorrect? Question content area bottom Part 1 A. Paid advertising can be quite expensive. B. Advertisers​ can't always be sure the target audience will​ see, read, or hear the ad. C. The sheer amount of clutter from all other advertising messages can cause paid media to get lost to the consumer. D. At​ times, unpaid media is more believable than paid media. E. Paid advertising carries with it an implicit​ third-party endorsement.

E. Paid advertising carries with it an implicit​ third-party endorsement.

What contains all the​ words, dialogue,​ lyrics, instructions, and other detailed descriptions necessary for planning a television​ commercial? Question content area bottom Part 1 A. Photoboard B. Storyboard C. Scenes D. Key frame E. Script

E. Script

Ratings, or percentage of​ exposure, converts raw viewers to a percentage of households.​ Similarly, a​ program's share of audience refers to the percent of viewers based on the number of television sets turned on. Given​ this, which of the following represents the best opportunity for​ exposure? Question content area bottom Part 1 A. The series finale for Friends​, which garnered a​ 43% share of audience B. A baseball game that has 10 million people watching C. The fifth season of Walking Dead​, which garnered nearly 15 million viewers D. The 2017 opening day for the movie Beauty and the Beast E. The 2017 Super​ Bowl, which garnered a​ 71% share of audience

E. The 2017 Super​ Bowl, which garnered a​ 71% share of audience

Question content area top Part 1 Unlike print​ production, web design involves which of the​ following? Question content area bottom Part 1 A. The suggestion to use soft colors given the new pixel ranges of computer monitors B. Unlimited space in banner ads to allow virtually unlimited information C. The need for increased white space D. The recommendation to use all caps to grab the web​ surfer's attention right away E. The ability to use motion and interactive navigation

E. The ability to use motion and interactive navigation

"Action." "Take​ 1." "Take​ 2." "Cut."​ Famously, these phrases are part of what stage of the video production​ process? Question content area bottom Part 1 A. Postproduction B. Preproduction C. Video editing D. Gaffing E. The shoot

E. The shoot

Question content area top Part 1 Which of the following allows for audio files to be downloaded through a​ website? Question content area bottom Part 1 A. Cable radio B. Talk radio C. ​Low-power FM stations D. Satellite radio E. Web radio

E. Web radio

BMW hired actor Clive Owen to star in The Hire​, a series of eight short films showing Owen as a professional driver. This is an example of​ ________. Question content area bottom Part 1 A. ​out-of-home media B. product placement C. guerilla marketing D. mobile marketing E. branded entertainment

E. branded entertainment

"Click here."​ "Download now."​ "Start your free​ trial." "Talk to an​ expert." "Offer expires August​ 10th." These are all examples of​ ________. Question content area bottom Part 1 A. underlines B. captions C. headlines D. ​call-outs E. call to action

E. call to action

Although Westerners read from left to right when skimming a newspaper or​ webpage, they typically follow various patterns. To counteract this​ tendency, the​ ________ must get the​ reader's attention and break through the clutter. Question content area bottom Part 1 A. tagline B. ​call-out C. body copy D. picture E. headline

E. headline

Similar to an abstract written for a research​ article, or even the inside front cover of the​ dust-jacket in a library​ book, the​ ________ is used by readers to test the message and see whether they want to read it. Question content area bottom Part 1 A. body copy B. closing paragraph C. call to action D. blind headline E. lead paragraph

E. lead paragraph

Traditional​ media, which in the past has dominated the Paid media category in both use and​ budgets, is also called​ ________. Question content area bottom Part 1 A. independent media B. broadcast media C. ​word-of-mouth media D. earned media E. legacy media

E. legacy media

Which of the following is NOT an example of guerilla​ marketing? Question content area bottom Part 1 A. 3M security glass protecting thousands of dollars on the street B. Red​ Bull's NASCAR pit stop in Times Square C. Oscar​ Meyer's Weiner Mobile D. The selling of Dirty Water via vending machines by UNICEF E. ​Starbuck's coffee mug being a steaming city manhole cover

E. ​Starbuck's coffee mug being a steaming city manhole cover

Bill's Supermarket buys ad space in a local daily​ newspaper, and within the​ Bill's Supermarket ad is an ad for Pepsi products. Pepsi reimburses​ Bill's Supermarket for its portion of the ad. This is an example of​ ________. Question content area bottom Part 1 A. a standard advertising unit B. display advertising C. classified advertising D. a​ free-standing insert E. ​co-op advertising

E. ​co-op advertising

In great television​ commercials, ________ and​ ________ work together seamlessly to deliver the creative concept through​ sight, sound, and motion. Question content area bottom Part 1 A. ​demonstrations, storytelling B. ​voice-overs, calls to action C. sound​ effects, storyboards D. ​copywriters, actors E. ​words, pictures

E. ​words, pictures