What is meant by the term Madison & Vine? Give several reasons why this convergence has occurred in the world of promotion.
Question 2Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the ____ and Wendy's is the ____ of this communication.
A) receiver; source
B) audience; promoter
C) decoder; coder
D) communicatee; communicator
E) feedback; noise
Question 3You are a marketing associate at a promotional firm that specializes in innovative branding. You will be meeting with several clients next week and you need to review their files and get updated on their latest promotional efforts. One client was initially willing to pay a hefty fee for its fruit snack bar to appear in a summer action movie full of spies and car chases, but the fit just didn't seem right to you. You convinced the client to go instead with a teen romance also released in the summer. It appears to have done very well, building popularity with kids who bought it at the concessions stand and went on to buy it at their local retailer. What concept did you rely on?
a. exclusive sponsorship
b. adver-gaming
c. leverage
d. authenticity
Question 4When charitable organizations such as the American Cancer Society, Second Harvest Food Bank, and the Red Cross make purchases for goods and services to use in their daily operations, they would be considered to be _______ buyers.
A) corporate
B) government
C) institutional
D) producer
E) nonprofit
Question 5Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is a ___, one who ___.
A) sender; encodes
B) receiver; decodes
C) source; encodes
D) receptor; decodes
E) channel member; decodes
Question 6You are a marketing associate at a promotional firm that specializes in innovative branding. You will be meeting with several clients next week and you need to review their files and get updated on their latest promotional efforts. You recall that the owner of one firm had said in the past that you'd done a good job in convincing him that he needed to focus on creating synergy in all advertising efforts. At the time, he wanted you to clarify what you meant by this synergy stuff. You replied that synergy refers to
a. planning ahead for the use of new media as they emerge.
b. making sure all media efforts build on and reinforce each other for maximum effect.
c. sharing communication goals among clients and suppliers.
d. using all the interactive capabilities of any given media.
Question 7A friend of yours starts his own business. He would like to expand his client base to include the government, but he believes his small business would be ignored. Based on your knowledge from the text, you tell him
A) that he's absolutely right, the government doesn't deal with small businesses.
B) although the government will deal with small businesses, he will never make a profit off a government contract.
C) that any government, federal, state, or local would laugh at the size of his business.
D) the government rarely considers new suppliers when making purchasing decisions.
E) the government buys products from all sizes of business, but there is some red tape.
Question 8In the Gillette advertisement that claims, Gillette, the best a man can get, Gillette is the communication
A) receiver.
B) transmitter.
C) decoder.
D) source.
E) noise.
Question 9You are a marketing associate at a promotional firm that specializes in innovative branding. You will be meeting with several clients next week and you need to review their files and get updated on their latest promotional efforts. Another client was considering videogame placement the last time you met, and will be making a decision next week. She wasn't sure about placing her product in a game, since her company sells mostly to adults and has never specifically targeted kids. You will once again remind her of research that shows
a. a good portion of hard-core players are 18 to 34 years old.
b. the vast majority of gamers are teenagers, not children.
c. the fastest-growing population of loyal gamers are people ages 55 to 75 .
d. the older people who do play video games are more likely to notice products.
Question 10About what percentage of the annual U.S. gross domestic product is government spending?
A) 2 percent
B) 10 percent
C) 20 percent
D) 40 percent
E) 50 percent
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