ADPR Exam #3 questions n correct
answers rated A+
A media ________ is a specific television program, newspaper, magazine, or radio program. - correct
answer ✔✔Vehicle
Which of the following is a type of owned media? - correct answer ✔✔company website
Who sells space and time for a variety of media? - correct answer ✔✔media brokers
Interactive media is more useful than mass media for engaging consumers in brand-related
conversations. - correct answer ✔✔True
Lisa works at a major advertising agency and is an expert in the television schedule for eight major
markets in the United States. Her job entails identifying specific television shows that will deliver the
desired audience for her agency's client, negotiating the costs to advertise in them, and handling the
details of billing and payment. What is Lisa's job title? - correct answer ✔✔media buyer
Most of Nareema's friends consider her an expert on fashion, and Nareema regularly posts comments
about new fashion trends on Facebook and Twitter, where she has hundreds of followers. A clothing
marketer would likely look at Nareema as a potential brand advocate. - correct answer ✔✔True
The term ________ describes how a message spreads on the internet through interconnected networks
of acquaintances. - correct answer ✔✔viral communication
Owned and earned media have overlap and are not neat, straightforward categories. - correct answer
✔✔True
Historically, ________ media has referred to gaining mentions in the news media through public
relations. - correct answer ✔✔earned
, ________ such as Instagram and Facebook build on the interactivity of the Internet, linking friends who
have shared interests. - correct answer ✔✔social media
After spending 15 minutes on hold with a company's customer service line for information about a
product she was considering purchasing, Cristina decided that she would buy a similar product from
another company. Christina's interaction with the company is an example of a ________. - correct
answer ✔✔critical touch point
Dove wanted to do more than just sell its beauty care products. The company was on a quest to discover
"real beauty" and help women be happy just the way they are. As a result, the Dove Campaign for Real
Beauty was successfully launched in 2004. Dove was practicing which type of marketing? - correct
answer ✔✔mission
________ is more of a commitment than ________ because it reflects a long-term brand- building
perspective. - correct answer ✔✔Mission marketing; cause marketing
Mission marketing indicates a greater commitment to an issue than cause marketing does. - correct
answer ✔✔True
In a SWOT analysis, opportunities are situations in which a company could develop advantages over its
competition. - correct answer ✔✔True
John works for an advertising agency whose client wants to reach Hispanic consumers living in Florida
and Texas. He decides that one ad execution is sufficient because he believes that all Hispanics are the
same. John is using a(n) ________ to make his decision. - correct answer ✔✔stereotype
Which federal agency was formed to protect the public interest in radio and television broadcast
communications? - correct answer ✔✔Federal Communications Commission
What is the primary agency governing marketing communications? - correct answer ✔✔FTC
A ________ is a representation of a cultural group that emphasizes a trait or group of traits that may or
may not communicate an accurate representation of the group. - correct answer ✔✔stereotype
answers rated A+
A media ________ is a specific television program, newspaper, magazine, or radio program. - correct
answer ✔✔Vehicle
Which of the following is a type of owned media? - correct answer ✔✔company website
Who sells space and time for a variety of media? - correct answer ✔✔media brokers
Interactive media is more useful than mass media for engaging consumers in brand-related
conversations. - correct answer ✔✔True
Lisa works at a major advertising agency and is an expert in the television schedule for eight major
markets in the United States. Her job entails identifying specific television shows that will deliver the
desired audience for her agency's client, negotiating the costs to advertise in them, and handling the
details of billing and payment. What is Lisa's job title? - correct answer ✔✔media buyer
Most of Nareema's friends consider her an expert on fashion, and Nareema regularly posts comments
about new fashion trends on Facebook and Twitter, where she has hundreds of followers. A clothing
marketer would likely look at Nareema as a potential brand advocate. - correct answer ✔✔True
The term ________ describes how a message spreads on the internet through interconnected networks
of acquaintances. - correct answer ✔✔viral communication
Owned and earned media have overlap and are not neat, straightforward categories. - correct answer
✔✔True
Historically, ________ media has referred to gaining mentions in the news media through public
relations. - correct answer ✔✔earned
, ________ such as Instagram and Facebook build on the interactivity of the Internet, linking friends who
have shared interests. - correct answer ✔✔social media
After spending 15 minutes on hold with a company's customer service line for information about a
product she was considering purchasing, Cristina decided that she would buy a similar product from
another company. Christina's interaction with the company is an example of a ________. - correct
answer ✔✔critical touch point
Dove wanted to do more than just sell its beauty care products. The company was on a quest to discover
"real beauty" and help women be happy just the way they are. As a result, the Dove Campaign for Real
Beauty was successfully launched in 2004. Dove was practicing which type of marketing? - correct
answer ✔✔mission
________ is more of a commitment than ________ because it reflects a long-term brand- building
perspective. - correct answer ✔✔Mission marketing; cause marketing
Mission marketing indicates a greater commitment to an issue than cause marketing does. - correct
answer ✔✔True
In a SWOT analysis, opportunities are situations in which a company could develop advantages over its
competition. - correct answer ✔✔True
John works for an advertising agency whose client wants to reach Hispanic consumers living in Florida
and Texas. He decides that one ad execution is sufficient because he believes that all Hispanics are the
same. John is using a(n) ________ to make his decision. - correct answer ✔✔stereotype
Which federal agency was formed to protect the public interest in radio and television broadcast
communications? - correct answer ✔✔Federal Communications Commission
What is the primary agency governing marketing communications? - correct answer ✔✔FTC
A ________ is a representation of a cultural group that emphasizes a trait or group of traits that may or
may not communicate an accurate representation of the group. - correct answer ✔✔stereotype
