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Question 1

What classic component of American movies has been regularly used as a platform for product placement?          Question 2

The broad concept of ____ is interactive in that the marketer attempts to develop an ongoing dialogue with the customer, based on the idea that one contact will lead to another, and then another, so the message is continually refined.

Question 3

The message weight of a media plan is used as a simple measure of the

Question 4

Which up-and-coming technology offers a consumer “private hot spots” of wireless access virtually anywhere?

Question 5

A mother purchases a Happy Meal box and her son immediately picks up the little toy that accompanies it. The little boy’s new toy is an example of a

Question 6

Humor ads are used most often to

Question 7

Stockholders, suppliers, employees, government entities, citizen action groups, and the general public can all be considered ____ in the world of public relations.

Question 8

Which of the following would most likely be experienced by a highly creative person coming up with ideas for a new commercial?

Question 9

A real-life nurse discussing the benefits of a home blood-pressure kit and a real-life librarian promoting the advantages of a children’s reading program are both

Question 10

The truly revolutionary feature related to the growth of the Internet has been its ability to

Question 11

Compared to advertising, sales promotion is

Question 12

No matter what other positive aspects it may possess, a headline does no good unless it

Question 13

Unlike other media classes, except perhaps newspapers now and then, magazines carry ads that often benefit from an extended life due to a concept called

Question 14

The ____ specifies the media in which advertising messages will be placed to reach the desired target audience.

Question 15

Beyond its more positive aspects, public relations is strategically used for ____ when adversity strikes—and all organizations will have to face adversity at some point.

Question 16

A company that spends big promotional dollars on creating and distributing P-O-P displays can run into problems, as the text notes Gillette once did, if its marketing department is unaware that

Question 17

What are two of the main disadvantages of newspaper as an advertising medium?

Question 18

It’s easy to think of television as a single medium, but for most viewers there are four basic categories. These include

Question 19

Though it is almost impossible to define, creativity is essentially the ability to

Question 20

Which of these examples represents the earliest instance of product placement in movies?

Question 21

Leadership over creative teams involves at least three main tasks, one of which is

Question 22

Body copy based on the ____ approach delivers a series of statements about a brand, though this technique is rarely lively and can often result in a dull ad.

Question 23

Clearly, the greatest advantage of television as an advertising medium has always been its ability to                        Question 24

What are the five standard techniques used in preparing body copy?

Question 25

What concept refers to the measure of intensity of one media plan versus another, which takes into consideration both reach and frequency?