Marketing

All of the following are trends in the modern media landscape EXCEPT which one?

All of the following are trends in the modern media landscape EXCEPT which one?

All of the following are trends in the modern media landscape EXCEPT which one?
A) Media consumers are passive rather than active.
B) People use more than one medium at a time.
C) Lives are media focused.
D) There are more media c

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normie

Viral marketing primarily uses which of the following communication channels?

Viral marketing primarily uses which of the following communication channels?

Viral marketing primarily uses which of the following communication channels?
A) radio
B) broadcast media
C) billboards
D) print media
E) social media

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Marketing that reaches people on the street and in public places is called ________ marketing.

Marketing that reaches people on the street and in public places is called ________ marketing.

Marketing that reaches people on the street and in public places is called ________ marketing.
A) guerilla
B) experiential
C) search
D) word-of-mouth
E) viral

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normie

________ sites like MySpace and Facebook build on the interactivity of the Internet.

________ sites like MySpace and Facebook build on the interactivity of the Internet.

________ sites like MySpace and Facebook build on the interactivity of the Internet.
A) Video game
B) Branded entertainment
C) Advertainment
D) Social media
E) Product placement

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Which term refers to the percent of viewers based on the number of television sets turned on?

Which term refers to the percent of viewers based on the number of television sets turned on?

Which term refers to the percent of viewers based on the number of television sets turned on?
A) gross impressions
B) share
C) gross rating points
D) impressions
E) rating

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normie

Through the use of ________, online ads are placed near search engine results.

Through the use of ________, online ads are placed near search engine results.

Through the use of ________, online ads are placed near search engine results.
A) search marketing
B) guerilla marketing
C) social networking
D) mobile marketing
E) viral communication

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normie

Which of the following describes multichannel and multimarketing communication areas?

Which of the following describes multichannel and multimarketing communication areas?

Which of the following describes multichannel and multimarketing communication areas?
A) addressable media
B) measured media
C) multiplatform
D) interactive media
E) mixed media

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Who implements the media plan?

Who implements the media plan?

Who implements the media plan?
A) media planners
B) media monitors
C) media researchers
D) media brokers
E) media buyers

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What word or phrase involves the digitization of the media, in which all of the mass media save and ...

What word or phrase involves the digitization of the media, in which all of the mass media save and ...

What word or phrase involves the digitization of the media, in which all of the mass media save and transmit information through the same digital forms?
A) engagement
B) commoditization
C) interactivity
D) cadence
E) converge

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normie

The ________ era features electronic information transmitted through the Internet and saw the birth ...

The ________ era features electronic information transmitted through the Internet and saw the birth ...

The ________ era features electronic information transmitted through the Internet and saw the birth of e-commerce.
A) digital
B) print
C) traditional
D) social media
E) broadcast

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normie

Media experts describe ________ as the closeness of fit between the interests of viewers and the ...

Media experts describe ________ as the closeness of fit between the interests of viewers and the ...

Media experts describe ________ as the closeness of fit between the interests of viewers and the relevance of the media content.
A) engagement
B) convergence
C) addressability
D) interactivity
E) cadence

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normie

The traditional media, such as print and broadcast, are considered ________ media.

The traditional media, such as print and broadcast, are considered ________ media.

The traditional media, such as print and broadcast, are considered ________ media.
A) paid
B) earned
C) owned
D) multiplatform
E) interactive

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normie

Which of the following is LEAST likely an example of corporate media?

Which of the following is LEAST likely an example of corporate media?

Which of the following is LEAST likely an example of corporate media?
A) stationery
B) delivery trucks
C) staff appearance
D) movie trailer
E) signage

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normie

Media that offer opportunities for dialogue and two-way conversations between companies and ...

Media that offer opportunities for dialogue and two-way conversations between companies and ...

Media that offer opportunities for dialogue and two-way conversations between companies and customers, as well as among consumers, are most accurately described as ________.
A) engaging
B) addressable
C) interactive
D) niche

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normie

Which of the following refers to communication channels through which messages can be sent to ...

Which of the following refers to communication channels through which messages can be sent to ...

Which of the following refers to communication channels through which messages can be sent to identifiable groups of people with a distinct common interest?
A) niche media
B) interactive media
C) personal media
D) mass media

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normie

A media ________ is a specific television program, newspaper, magazine, or radio station or ...

A media ________ is a specific television program, newspaper, magazine, or radio station or ...

A media ________ is a specific television program, newspaper, magazine, or radio station or program.
A) touch point
B) vehicle
C) platform
D) channel
E) niche

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normie

Which of the following is NOT a type of traditional measured media?

Which of the following is NOT a type of traditional measured media?

Which of the following is NOT a type of traditional measured media?
A) magazines
B) radio
C) branded entertainment
D) outdoor
E) newspapers

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normie

Kimberly is considering using mostly copy in her ad since financial services is a complex topic and ...

Kimberly is considering using mostly copy in her ad since financial services is a complex topic and ...

Kimberly is considering using mostly copy in her ad since financial services is a complex topic and the market is interested in knowing detailed information. Describe the layout you would suggest.

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normie

A major television commercial production company is seeking summer interns. The jobs students would ...

A major television commercial production company is seeking summer interns. The jobs students would ...

A major television commercial production company is seeking summer interns. The jobs students would fill are called grip and script clerk. In which stage of the television production process will these roles be found, and what can you expect to do if

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Compare and contrast the responsibilities of a producer and a director in a broadcast production.

Compare and contrast the responsibilities of a producer and a director in a broadcast production.

Compare and contrast the responsibilities of a producer and a director in a broadcast production.

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Explain how printers use screens to create the illusion of shades of colors.

Explain how printers use screens to create the illusion of shades of colors.

Explain how printers use screens to create the illusion of shades of colors.

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Explain why an illustration might be easier to understand than a photograph.

Explain why an illustration might be easier to understand than a photograph.

Explain why an illustration might be easier to understand than a photograph.

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Discuss the challenge that was facing the creative team for the Altoids campaign described in the ...

Discuss the challenge that was facing the creative team for the Altoids campaign described in the ...

Discuss the challenge that was facing the creative team for the Altoids campaign described in the chapter's opening vignette.

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The art director wants to purchase a previously recorded image of a baby's face rather than go ...

The art director wants to purchase a previously recorded image of a baby's face rather than go ...

The art director wants to purchase a previously recorded image of a baby's face rather than go through the process of casting and abiding by all the regulations for working with minors. What could the art director use?
A) pre-shot footage

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normie

Lisa writes original music and sometimes writes the lyrics along with the music for radio and ...

Lisa writes original music and sometimes writes the lyrics along with the music for radio and ...

Lisa writes original music and sometimes writes the lyrics along with the music for radio and television commercials. What is Lisa's role in TV and radio production?
A) arranger
B) mixer
C) producer
D) composer
E) direct

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normie

Saul is taking a sample layout of a new print advertisement to a meeting with the client for ...

Saul is taking a sample layout of a new print advertisement to a meeting with the client for ...

Saul is taking a sample layout of a new print advertisement to a meeting with the client for approval. This layout is most likely in the ________ stage.
A) rough
B) thumbnail
C) high-resolution film
D) panel
E) semicomps

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normie

A print advertisement for Hyatt is dominated by the image of a woman sitting on a pristine beach, ...

A print advertisement for Hyatt is dominated by the image of a woman sitting on a pristine beach, ...

A print advertisement for Hyatt is dominated by the image of a woman sitting on a pristine beach, gazing out at a calm ocean. Text below the image reads "Hyatt. You're more than welcome." The ad also includes a Hyatt website address. W

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Stan is a copywriter and Bob is an art director working on a client's account. They are ...

Stan is a copywriter and Bob is an art director working on a client's account. They are ...

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 lis

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normie

The four major steps in the production of a national television commercial are message design, ...

The four major steps in the production of a national television commercial are message design, ...

The four major steps in the production of a national television commercial are message design, preproduction, the shoot, and postproduction.
A) True
B) False

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normie

The director has responsibility for the actual filming of a TV commercial, including how long the ...

The director has responsibility for the actual filming of a TV commercial, including how long the ...

The director has responsibility for the actual filming of a TV commercial, including how long the scene runs.
A) True
B) False

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normie

The producer is the person responsible for the actual filming of a television commercial.

The producer is the person responsible for the actual filming of a television commercial.

The producer is the person responsible for the actual filming of a television commercial.
A) True
B) False

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normie

On an outdoor board, the product or brand label may be hundreds of times larger than in real life.

On an outdoor board, the product or brand label may be hundreds of times larger than in real life.

On an outdoor board, the product or brand label may be hundreds of times larger than in real life.
A) True
B) False

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normie

One problem with using color in newspaper advertising is that because of the limitations of the ...

One problem with using color in newspaper advertising is that because of the limitations of the ...

One problem with using color in newspaper advertising is that because of the limitations of the printing process, the color may not be perfectly in registration.
A) True
B) False

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normie

A basic design principle is "Less is more."

A basic design principle is "Less is more."

A basic design principle is "Less is more."
A) True
B) False

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normie

Print ads with color tend to get more attention than ads without color.

Print ads with color tend to get more attention than ads without color.

Print ads with color tend to get more attention than ads without color.
A) True
B) False

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normie

A brand icon is the imprint used for immediate identification of a brand or company.

A brand icon is the imprint used for immediate identification of a brand or company.

A brand icon is the imprint used for immediate identification of a brand or company.
A) True
B) False

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normie

The final version of a television commercial with the sound and film mixed together is called a(n) ...

The final version of a television commercial with the sound and film mixed together is called a(n) ...

The final version of a television commercial with the sound and film mixed together is called a(n) ________.
A) release print
B) answer print
C) dubbed print
D) interlock
E) rush print

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normie

The ________ has responsibility for the actual filming of the TV commercial.

The ________ has responsibility for the actual filming of the TV commercial.

The ________ has responsibility for the actual filming of the TV commercial.
A) arranger
B) producer
C) editor
D) art director
E) director

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normie

A set of computer-generated letters that appear to be moving across the bottom of the television ...

A set of computer-generated letters that appear to be moving across the bottom of the television ...

A set of computer-generated letters that appear to be moving across the bottom of the television screen is known as a(n) ________.
A) register
B) tip-in
C) crawl
D) overwrite
E) morph

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normie

The tab on a file folder is an example of a(n) ________.

The tab on a file folder is an example of a(n) ________.

The tab on a file folder is an example of a(n) ________.
A) emboss
B) tip-in
C) tint block
D) die-cut
E) overlay

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