Question 1

The goal of ________ is to associate the brand with a fun,entertaining experience that creates positive feelings for the brand.

Accepted Answer

A)  co-branding 
B)  sign spinners 
C)  billboarding 
D)  branded entertainment 
E)  environmental design 
A)  co-branding 
B)  sign spinners 
C)  billboarding 
D)  branded entertainment 
E)  environmental design

Question 2

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

Accepted Answer

Social games offer advertisers

Question 3

Why might training programs for new employees be considered as part of corporate presence media?

Accepted Answer

In many businesses,employees are the fro

Question 4

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 5

Briefly compare and contrast blogs and Twitter.

Accepted Answer

Twitter is essentially a minia

Question 6

A(n)________ is a personal publishing site created by an individual to write about things that interest him or her.

Accepted Answer

A)  intranet 
B)  chat room 
C)  blog 
D)  extranet 
E)  chat net 
A)  intranet 
B)  chat room 
C)  blog 
D)  extranet 
E)  chat net

Question 7

Which of the following moves individualized communication into a form of mass communication?

Accepted Answer

A)  skyping 
B)  texting 
C)  group text messaging 
D)  opting-in 
E)  personal selling 
A)  skyping 
B)  texting 
C)  group text messaging 
D)  opting-in 
E)  personal selling

Question 8

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

Question 9

A brand steward is a key customer who has positive messages to share about a brand within a circle of friends and contacts.

Accepted Answer

A) True 
 B)False

Question 10

Explain why a movie studio may decide to spend more of its communication budget on promoting a movie through social networks and less in conventional media for movie advertising.

Accepted Answer

Television advertising,the conventional

Question 11

Explain the concept of stickiness and why it is important to the success of a website.

Accepted Answer

A website that is "sticky" encourages vi

Question 12

Geotargeting is a form of push marketing.

Accepted Answer

A) True 
 B)False

Question 13

Refer to the scenario below to answer the questions that follow.
Bob and Larry have taken their fly fishing equipment and accessory business, Flies-R-Us, to the Internet because they wanted to expand their business. However, they don't have much money to use conventional media to drive traffic to their site.
-Bob and Larry want to reach out to customers who have made at least one purchase to encourage additional purchases and to strengthen the brand relationship.They would like to offer discounts to their best customers.Which of the following would be the most efficient and cost-effective way for Bob and Larry to reach this target population?

Accepted Answer

A)  kiosks 
B)  electronic walls 
C)  email 
D)  corporate website 
E)  tech support 
A)  kiosks 
B)  electronic walls 
C)  email 
D)  corporate website 
E)  tech support

Question 14

Which of the following is a FALSE statement about the use of mobile devices?

Accepted Answer

A)  There are nearly as many mobile subscriptions as there are people on Earth. 
B)  Half of all global Internet users access the Internet using their mobile devices. 
C)  There are more mobile subscriptions in the United States than citizens in the United States. 
D)  More money is spent on mobile advertising than on television advertising. 
E)  All major U.S. wireless carriers expect to have high-speed broadband networks by 2014. 
A)  There are nearly as many mobile subscriptions as there are people on Earth. 
B)  Half of all global Internet users access the Internet using their mobile devices. 
C)  There are more mobile subscriptions in the United States than citizens in the United States. 
D)  More money is spent on mobile advertising than on television advertising. 
E)  All major U.S. wireless carriers expect to have high-speed broadband networks by 2014.

Question 15

Buzz is a type of ________ media.

Accepted Answer

A)  paid 
B)  owned 
C)  traditional 
D)  measured 
E)  earned 
A)  paid 
B)  owned 
C)  traditional 
D)  measured 
E)  earned

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Which of the following would a brand communication team most likely use to post a brand-related video?

Accepted Answer

A)  Off-the-Wall 
B)  Hulu 
C)  Amazon.com 
D)  Hootsuite 
E)  Constant Contact 
A)  Off-the-Wall 
B)  Hulu 
C)  Amazon.com 
D)  Hootsuite 
E)  Constant Contact

Question 18

________ is a blog-hosting platform.

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 19

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

Question 20

Yard signs,bumper stickers,and buttons are examples of inexpensive forms of ________.

Accepted Answer

A)  branded entertainment 
B)  direct advertising 
C)  corporate media 
D)  billboarding 
E)  signage 
A)  branded entertainment 
B)  direct advertising 
C)  corporate media 
D)  billboarding 
E)  signage

The goal of ________ is to associate the brand with a fun,entertaining experience that creates positive feelings for the brand.

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

Why might training programs for new employees be considered as part of corporate presence media?

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

Briefly compare and contrast blogs and Twitter.

A(n)________ is a personal publishing site created by an individual to write about things that interest him or her.

Which of the following moves individualized communication into a form of mass communication?

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

A brand steward is a key customer who has positive messages to share about a brand within a circle of friends and contacts.

Explain why a movie studio may decide to spend more of its communication budget on promoting a movie through social networks and less in conventional media for movie advertising.

Explain the concept of stickiness and why it is important to the success of a website.

Geotargeting is a form of push marketing.

Which of the following is a FALSE statement about the use of mobile devices?

Buzz is a type of ________ media.

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

Which of the following would a brand communication team most likely use to post a brand-related video?

________ is a blog-hosting platform.

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

Yard signs,bumper stickers,and buttons are examples of inexpensive forms of ________.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 13: Owned, Interactive, and Earned Media

The goal of ________ is to associate the brand with a fun,entertaining experience that creates positive feelings for the brand.

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

Why might training programs for new employees be considered as part of corporate presence media?

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

Briefly compare and contrast blogs and Twitter.

A(n)________ is a personal publishing site created by an individual to write about things that interest him or her.

Which of the following moves individualized communication into a form of mass communication?

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

A brand steward is a key customer who has positive messages to share about a brand within a circle of friends and contacts.

Explain why a movie studio may decide to spend more of its communication budget on promoting a movie through social networks and less in conventional media for movie advertising.

Explain the concept of stickiness and why it is important to the success of a website.

Geotargeting is a form of push marketing.

Which of the following is a FALSE statement about the use of mobile devices?

Buzz is a type of ________ media.

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

Which of the following would a brand communication team most likely use to post a brand-related video?

________ is a blog-hosting platform.

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

Yard signs,bumper stickers,and buttons are examples of inexpensive forms of ________.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters