ADPR Exam #3 questions well answered
to pass
Allison works in the media department of a major advertising agency that has several national
advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV
programs, newspapers, magazines, or radio programs and stations for clients' advertising; negotiating
the costs to advertise in them; and handling the details of billing and payment. Although one of the
agency's major clients advertises primarily in magazines, the media plan calls for the use of newspaper
advertising as well.
What is Allison's job function? - correct answer ✔✔media buyer
Interactive media is more useful than mass media for engaging consumers in brand-related
conversations. - correct answer ✔✔true
Media that offer opportunities for dialogue and two-way conversations between companies and
customers, as well as among consumers, are most accurately described as ________. - correct answer
✔✔interactive
Who sells space and time for a variety of media? - correct answer ✔✔media brokers
A new pizza restaurant is opening in town. The owners of this restaurant decide to place an
advertisement in the town newspaper announcing the date of their big opening. The owners of the
restaurant are using ________. - correct answer ✔✔mass media
The term ________ describes how a message spreads on the internet through interconnected networks
of acquaintances. - correct answer ✔✔viral communication
Interactive media are those forms that invite users to participate in creating the message or to respond
personally to the message. - correct answer ✔✔true
________ such as Instagram and Facebook build on the interactivity of the Internet, linking friends who
have shared interests. - correct answer ✔✔social networks
, As discussed in the chapter, ________ media are created and controlled by the organization that holds
the brand. - correct answer ✔✔owned
Which of the following makes a cell phone or smartphone a personal point-of-sale device? - correct
answer ✔✔mobile marketing
Touchpoints are contact points that touch our emotions. - correct answer ✔✔true
Brand value refers to what a brand is worth to the company and to its customers - correct answer
✔✔true
________ links a company's mission and core values to a cause that connects with its customers'
interests. - correct answer ✔✔mission marketing
All touchpoints are contact points, but not all contact points are touch points. - correct answer ✔✔true
A basic concept of 360-degree communication is that everything communicates. - correct answer
✔✔true
Which term describes what happens when Western culture is imposed on others? - correct answer
✔✔cultural imperialism
Which of the following does NOT describe a claim that uses puffery? - correct answer ✔✔a claim
supported by a set of facts
A federal agency ordered KFC to stop running ads with false claims that its fried chicken is compatible
with certain weight loss programs. Which agency had the authority to issue this order? - correct answer
✔✔Federal Trade Commission
The Federal Communications Commission (FCC) can take action against ________. - correct answer
✔✔the media
to pass
Allison works in the media department of a major advertising agency that has several national
advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV
programs, newspapers, magazines, or radio programs and stations for clients' advertising; negotiating
the costs to advertise in them; and handling the details of billing and payment. Although one of the
agency's major clients advertises primarily in magazines, the media plan calls for the use of newspaper
advertising as well.
What is Allison's job function? - correct answer ✔✔media buyer
Interactive media is more useful than mass media for engaging consumers in brand-related
conversations. - correct answer ✔✔true
Media that offer opportunities for dialogue and two-way conversations between companies and
customers, as well as among consumers, are most accurately described as ________. - correct answer
✔✔interactive
Who sells space and time for a variety of media? - correct answer ✔✔media brokers
A new pizza restaurant is opening in town. The owners of this restaurant decide to place an
advertisement in the town newspaper announcing the date of their big opening. The owners of the
restaurant are using ________. - correct answer ✔✔mass media
The term ________ describes how a message spreads on the internet through interconnected networks
of acquaintances. - correct answer ✔✔viral communication
Interactive media are those forms that invite users to participate in creating the message or to respond
personally to the message. - correct answer ✔✔true
________ such as Instagram and Facebook build on the interactivity of the Internet, linking friends who
have shared interests. - correct answer ✔✔social networks
, As discussed in the chapter, ________ media are created and controlled by the organization that holds
the brand. - correct answer ✔✔owned
Which of the following makes a cell phone or smartphone a personal point-of-sale device? - correct
answer ✔✔mobile marketing
Touchpoints are contact points that touch our emotions. - correct answer ✔✔true
Brand value refers to what a brand is worth to the company and to its customers - correct answer
✔✔true
________ links a company's mission and core values to a cause that connects with its customers'
interests. - correct answer ✔✔mission marketing
All touchpoints are contact points, but not all contact points are touch points. - correct answer ✔✔true
A basic concept of 360-degree communication is that everything communicates. - correct answer
✔✔true
Which term describes what happens when Western culture is imposed on others? - correct answer
✔✔cultural imperialism
Which of the following does NOT describe a claim that uses puffery? - correct answer ✔✔a claim
supported by a set of facts
A federal agency ordered KFC to stop running ads with false claims that its fried chicken is compatible
with certain weight loss programs. Which agency had the authority to issue this order? - correct answer
✔✔Federal Trade Commission
The Federal Communications Commission (FCC) can take action against ________. - correct answer
✔✔the media
