Question 1

Which of the following is typically the last ad a customer sees before making the decision to buy a brand?

Accepted Answer

A) point-of-purchase material 
B) coupon 
C) website 
D) premium 
E) package 
A) point-of-purchase material 
B) coupon 
C) website 
D) premium 
E) package E

Question 2

________ is a photo-sharing social network.

Accepted Answer

A) Twitter 
B) Instagram 
C) Tumblr 
D) Angie's List 
E) SoundCloud 
A) Twitter 
B) Instagram 
C) Tumblr 
D) Angie's List 
E) SoundCloud B

Question 3

A blog that plugs a product in return for cash or freebies is referred to as a ________.

Accepted Answer

A) referral 
B) paid post 
C) product placement 
D) microblog 
E) platform 
A) referral 
B) paid post 
C) product placement 
D) microblog 
E) platform B

Question 4

Employee training and relations programs are typically run by which of the following groups?

Accepted Answer

A) creative team 
B) account planners 
C) human resources 
D) market research 
E) media buyers 
A) creative team 
B) account planners 
C) human resources 
D) market research 
E) media buyers

Question 5

In which of the following locations would a bank be most likely to use a sign spinner?

Accepted Answer

A) on the bank's corporate website 
B) on the bank's Facebook page 
C) on the bank's Twitter feed 
D) inside the bank's lobby 
E) on the sidewalk outside of the bank 
A) on the bank's corporate website 
B) on the bank's Facebook page 
C) on the bank's Twitter feed 
D) inside the bank's lobby 
E) on the sidewalk outside of the bank

Question 6

What is the primary objective of securing naming rights for a sports arena or public building?

Accepted Answer

A) building brand loyalty 
B) creating positive feelings about a brand 
C) increasing brand visibility 
D) presenting the brand promise 
E) developing a brand personality 
A) building brand loyalty 
B) creating positive feelings about a brand 
C) increasing brand visibility 
D) presenting the brand promise 
E) developing a brand personality

Question 7

Historically,________ media has referred to gaining mentions in the news media through public relations.

Accepted Answer

A) traditional 
B) owned 
C) interactive 
D) earned 
E) primary 
A) traditional 
B) owned 
C) interactive 
D) earned 
E) primary

Question 8

The network effect refers to the increasing importance of cable networks in television.

Accepted Answer

A) True 
 B)False

Question 9

Newsletters and annual reports are both examples of ________.

Accepted Answer

A) collateral materials distributed through press kits 
B) collateral materials distributed through kiosks 
C) promotional materials distributed through point-of-purchase displays 
D) corporate publications 
E) training materials 
A) collateral materials distributed through press kits 
B) collateral materials distributed through kiosks 
C) promotional materials distributed through point-of-purchase displays 
D) corporate publications 
E) training materials

Question 10

Explain why advertisers are interested in social games,such as Farmville.

Accepted Answer

Social games offer advertisers

Question 11

A product's package can deliver brand information and customer benefits.

Accepted Answer

A) True 
 B)False

Question 12

Lands' End is a clothing and accessories company that markets to children,men,and women.The Lands' End website features company products and allows customers to order directly.Lands' End sends regular emails to customers notifying them of new products and sales offers.Lands' End is an example of internet-based e-commerce.

Accepted Answer

A) True 
 B)False

Question 13

The napkins at Dunkin' Donuts have the brand name and logo printed on them.These napkins are best described as ________ material.

Accepted Answer

A) publicity 
B) sales kit 
C) corporate 
D) merchandising 
E) direct-response 
A) publicity 
B) sales kit 
C) corporate 
D) merchandising 
E) direct-response

Question 14

A retailer of fashion clothing and accessories for young men and women created a series of short videos that tell the story of four college friends living in an apartment together.Products carried by the retailer are featured heavily in the videos,but the focus of the videos is the developing story of the friends' relationships.The videos are posted on YouTube and the company's website.These videos are an example of ________.

Accepted Answer

A) a premium 
B) a webisode 
C) a branded game 
D) a branded app 
E) point-of-sale materials 
A) a premium 
B) a webisode 
C) a branded game 
D) a branded app 
E) point-of-sale materials

Question 15

Which of the following is a primary disadvantage of viral marketing?

Accepted Answer

A) The costs of viral marketing are too high for most companies. 
B) The brand associated with the viral message is usually forgotten. 
C) Viral messages can spread negative stories about a brand. 
D) Viral messages are offensive to many potential customers. 
E) Viral messages are blocked by most search engines. 
A) The costs of viral marketing are too high for most companies. 
B) The brand associated with the viral message is usually forgotten. 
C) Viral messages can spread negative stories about a brand. 
D) Viral messages are offensive to many potential customers. 
E) Viral messages are blocked by most search engines.

Question 16

________ invites viewers to share games and hangouts.

Accepted Answer

A) Twitter 
B) Instagram 
C) Tumblr 
D) Angie's List 
E) Google+ 
A) Twitter 
B) Instagram 
C) Tumblr 
D) Angie's List 
E) Google+

Question 17

________ materials bring together all the elements of a sale,including the consumer,the product,and often price deals.

Accepted Answer

A) Corporate 
B) Point-of-sale 
C) Publicity 
D) Promotional 
E) Public relations 
A) Corporate 
B) Point-of-sale 
C) Publicity 
D) Promotional 
E) Public relations

Question 18

"Farmville" and "Words with Friends" are both examples of ________.

Accepted Answer

A) fan pages 
B) brand communities 
C) user-generated sites 
D) social games 
E) crowdsourcing 
A) fan pages 
B) brand communities 
C) user-generated sites 
D) social games 
E) crowdsourcing

Question 19

Shelf talkers,end-of-aisle displays,and sample dispensers are examples of ________ media.

Accepted Answer

A) earned 
B) paid 
C) owned 
D) interactive 
E) integrated 
A) earned 
B) paid 
C) owned 
D) interactive 
E) integrated

Question 20

Owned and earned media have overlap and are not neat,straightforward categories.

Accepted Answer

A) True 
 B)False

Which of the following is typically the last ad a customer sees before making the decision to buy a brand?

________ is a photo-sharing social network.

A blog that plugs a product in return for cash or freebies is referred to as a ________.

Employee training and relations programs are typically run by which of the following groups?

In which of the following locations would a bank be most likely to use a sign spinner?

What is the primary objective of securing naming rights for a sports arena or public building?

Historically,________ media has referred to gaining mentions in the news media through public relations.

The network effect refers to the increasing importance of cable networks in television.

Newsletters and annual reports are both examples of ________.

Explain why advertisers are interested in social games,such as Farmville.

A product's package can deliver brand information and customer benefits.

The napkins at Dunkin' Donuts have the brand name and logo printed on them.These napkins are best described as ________ material.

Which of the following is a primary disadvantage of viral marketing?

________ invites viewers to share games and hangouts.

________ materials bring together all the elements of a sale,including the consumer,the product,and often price deals.

"Farmville" and "Words with Friends" are both examples of ________.

Shelf talkers,end-of-aisle displays,and sample dispensers are examples of ________ media.

Owned and earned media have overlap and are not neat,straightforward categories.

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 14: Owned,interactive, and Earned Media

Which of the following is typically the last ad a customer sees before making the decision to buy a brand?

________ is a photo-sharing social network.

A blog that plugs a product in return for cash or freebies is referred to as a ________.

Employee training and relations programs are typically run by which of the following groups?

In which of the following locations would a bank be most likely to use a sign spinner?

What is the primary objective of securing naming rights for a sports arena or public building?

Historically,________ media has referred to gaining mentions in the news media through public relations.

The network effect refers to the increasing importance of cable networks in television.

Newsletters and annual reports are both examples of ________.

Explain why advertisers are interested in social games,such as Farmville.

A product's package can deliver brand information and customer benefits.

The napkins at Dunkin' Donuts have the brand name and logo printed on them.These napkins are best described as ________ material.

Which of the following is a primary disadvantage of viral marketing?

________ invites viewers to share games and hangouts.

________ materials bring together all the elements of a sale,including the consumer,the product,and often price deals.

"Farmville" and "Words with Friends" are both examples of ________.

Shelf talkers,end-of-aisle displays,and sample dispensers are examples of ________ media.

Owned and earned media have overlap and are not neat,straightforward categories.

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters