Chapter 10

1. A(n) ________ is the imprint used for immediate identification of a brand or company.

A) icon

B) logo

C) brand image

D) design

2. The primary function of ________ is to convey the words of the message.

A) typography

B) aesthetics

C) spot color

D) semicomps

3. The saying/ acronym "KISS" refers to the design principle of ________.

A) unity

B) movement

C) simplicity

D) direction

4. An art director creates ________ to plan out the scenes that will be used in a video.

A) semicomps

B) comprehensives

C) mechanicals

D) storyboards

Chapter 11

5. Traditional media have recently seen a decline in advertising due to increased marketing budgets spent on which of the following?

A) television

B) Internet advertising

C) newspapers

D) direct mail

6. A company is using ________ when it airs a television commercial to millions.

A) interactive media

B) viral media

C) mass media

D) personal media

7. 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) converging

B) niche

C) addressable

D) interactive

8. The ________ era features electronic information transmitted through the Internet and saw the birth of e-commerce.

A) print

B) digital

C) broadcast

D) social media

Chapter 12

9. Newspapers, magazines, brochures, and other printed surfaces are known as ________ media vehicles.

A) print

B) narrowcast

C) broadcast

D) directional

10. A ________ is a list of the charges for newspaper advertising space and the discounts given to local advertisers as well as advertisers who make volume buys.

A) rate card

B) take-away

C) give-away

D) media kit

11. Advertising in magazines is generally ________.

A) broadly targeted

B) very targeted

C) interactive

D) local

12. A(n) ________ is a special advertising page or section in a magazine that looks like regular editorial pages but is identified by the word "advertising" at the top.

A) gatefold

B) house ad

C) advertorial

D) insert

Chapter 13

13. The primary objective of securing naming rights for a sports arena or public building is ________.

A) building brand loyalty

B) to spend advertising dollars

C) increasing brand visibility

D) presenting the brand promise

14. Which of the following is an example of human media?

A) shelf talker

B) flash mob

C) electronic wall

D) kiosk

15. Electronic walls and kiosks are both examples of ________.

A) earned media

B) paid media

C) interactive media

D) social media

16. Which of the following is most likely a B2B promotional event?

A) news conference

B) media tour

C) tech support

D) trade show

Chapter 14

17. Rates for ________ advertisements are based on the guaranteed circulation that a publisher promises to provide.

A) radio

B) magazine

C) television

D) outdoor

18. In radio, the percent of homes actually tuned in to a particular station is measured through ________.

A) coverage

B) exposures

C) gross impressions

D) ratings

19. Which of the following companies uses devices called people meters to gather information about television audiences?

A) Arbitron Ratings Company

B) Simmons-Scarborough Syndicated Research

C) Audit Bureau of Circulations

D) A.C. Nielsen

20. What is the first of the four basic steps in media planning?

A) identifying the target audience

B) establishing metrics

C) analyzing metrics

D) developing a media strategy