CMI FINAL EXAM QUESTIONS AND ANSWERS ALREADY PASSED
Social Marketers - AnswersAdvertising and marketing professionals that use new media technologies,
specifically social media, to attempt to influence audiences
elaboration likelihood model - Answersa model of human perception that states that we take in
information in two separate ways: central, or factual arguments, and peripheral, or secondary stimuli
Heuristic systematic model - AnswersA similar model to ELM, but one that argues we are more likely to
use peripheral information if we cannot or do not want to expend energy on processing a message
Heuristics - Answerscognitive shortcuts that speed decision making
Opinion Leaders - AnswersPeople who influence others through word of mouth
Geo-positioning software - Answerssoftware programs that use satellite relay to determine the position
of a person, place, or object on earth
Theory of reasoned action - AnswersA model of persuasion that offers that messages influence attitudes
and subjective norms, which influence behavioral intentions, which then may or may not lead to
behavior change.
Behavioral intentions - AnswersExpressed desire to modify a behavior in the future
Theory of Planned Behavior - AnswersA model similar to Theory of Reasoned Action, but with the added
argument that self-efficacy moderates the process.
Fear appeals - AnswersA campaign strategy that attempts to get people to change their behaviors by
instilling fear regarding the behavior in question
Self-efficacy - AnswersOne's belief in his or her own ability to do something
Attention - AnswersFocusing on a stimulus
Retention - AnswersPlacing information in our memory for future use
Motor reproduction - Answersthe ability of someone to reproduce a behavior they have observed and
retained
Motivation - AnswersThe perception of positive or negative outcomes that will follow a behavior.
Handbills - AnswersShort announcements or advertisements, typically printed on a single sheet, handed
out in public areas
Penny Press - Answersa term referring to cheap, mass-produced newspapers of the late 19th century
that made their profits from ad sales rather than the sales of the paper itself.
News hole - AnswersThe space that is left for content once the advertising has been placed
, Quiz show scandal - AnswersAn event that took place during the 1950s, where advertisers were rigging
popular quiz shows so that attractive contestants would be associated with their products
Television Markets - AnswersA designated metropolitan area in which network television may broadcast
unique selling proposition - AnswersA technique used by advertisers in which one characteristic of a
product is promoted in order to distinguish it from other essentially identical products
Reach - Answersthe number of target consumers exposed to a commercial.
click-through rate (CTR) - Answersa measure of the effectiveness of an online ad based on the number of
hits it receives.
Sponsored Links - AnswersA type of advertising in which companies pay search engines to list their
products or services first when certain key words are used in searches
Big Data - Answersthe increasing focus on the electronic amalgamation of enormous amounts of
consumer data in order to target consumers
Pregnant - AnswersA Father in Minnesota was enraged when he saw that products her daughter was
being advertised were products that mostly _____________ Women bought.
"Frying Pan to the Firing Line" - AnswersA TV advertisement made by Disney in which it tried to
persudade citizens to save the fat from their pans to send to the soldiers across the sea during WWII.
Replacement hypothesis - AnswersThe notion that as new media are introduced they replace the time
we spent with older media.
Theory of media niche - AnswersA theory of media that suggests that media channels rarely disappear
but instead are re-purposed to fit the evolving needs of audience members
Integrated Marketing Communication - AnswersUsing as many media channels as possible to promote a
product
Campaign - AnswersPurposive attempts to inform or influence behaviors in large audiences within a
specified time period using an organized set of communication activities and featuring an array of
mediated messages in multiple messages in multiple channels generally to produce noncommercial
benefits to individuals or society Fe
Social Marketing - AnswersThe concept that behaviors can be promoted in the same ways as products
and services
Ad Council - AnswersA nonprofit group that essentially founded social marketing, encouraging U.S.
citizens to purchase war bonds
Social Marketers - AnswersAdvertising and marketing professionals that use new media technologies,
specifically social media, to attempt to influence audiences
elaboration likelihood model - Answersa model of human perception that states that we take in
information in two separate ways: central, or factual arguments, and peripheral, or secondary stimuli
Heuristic systematic model - AnswersA similar model to ELM, but one that argues we are more likely to
use peripheral information if we cannot or do not want to expend energy on processing a message
Heuristics - Answerscognitive shortcuts that speed decision making
Opinion Leaders - AnswersPeople who influence others through word of mouth
Geo-positioning software - Answerssoftware programs that use satellite relay to determine the position
of a person, place, or object on earth
Theory of reasoned action - AnswersA model of persuasion that offers that messages influence attitudes
and subjective norms, which influence behavioral intentions, which then may or may not lead to
behavior change.
Behavioral intentions - AnswersExpressed desire to modify a behavior in the future
Theory of Planned Behavior - AnswersA model similar to Theory of Reasoned Action, but with the added
argument that self-efficacy moderates the process.
Fear appeals - AnswersA campaign strategy that attempts to get people to change their behaviors by
instilling fear regarding the behavior in question
Self-efficacy - AnswersOne's belief in his or her own ability to do something
Attention - AnswersFocusing on a stimulus
Retention - AnswersPlacing information in our memory for future use
Motor reproduction - Answersthe ability of someone to reproduce a behavior they have observed and
retained
Motivation - AnswersThe perception of positive or negative outcomes that will follow a behavior.
Handbills - AnswersShort announcements or advertisements, typically printed on a single sheet, handed
out in public areas
Penny Press - Answersa term referring to cheap, mass-produced newspapers of the late 19th century
that made their profits from ad sales rather than the sales of the paper itself.
News hole - AnswersThe space that is left for content once the advertising has been placed
, Quiz show scandal - AnswersAn event that took place during the 1950s, where advertisers were rigging
popular quiz shows so that attractive contestants would be associated with their products
Television Markets - AnswersA designated metropolitan area in which network television may broadcast
unique selling proposition - AnswersA technique used by advertisers in which one characteristic of a
product is promoted in order to distinguish it from other essentially identical products
Reach - Answersthe number of target consumers exposed to a commercial.
click-through rate (CTR) - Answersa measure of the effectiveness of an online ad based on the number of
hits it receives.
Sponsored Links - AnswersA type of advertising in which companies pay search engines to list their
products or services first when certain key words are used in searches
Big Data - Answersthe increasing focus on the electronic amalgamation of enormous amounts of
consumer data in order to target consumers
Pregnant - AnswersA Father in Minnesota was enraged when he saw that products her daughter was
being advertised were products that mostly _____________ Women bought.
"Frying Pan to the Firing Line" - AnswersA TV advertisement made by Disney in which it tried to
persudade citizens to save the fat from their pans to send to the soldiers across the sea during WWII.
Replacement hypothesis - AnswersThe notion that as new media are introduced they replace the time
we spent with older media.
Theory of media niche - AnswersA theory of media that suggests that media channels rarely disappear
but instead are re-purposed to fit the evolving needs of audience members
Integrated Marketing Communication - AnswersUsing as many media channels as possible to promote a
product
Campaign - AnswersPurposive attempts to inform or influence behaviors in large audiences within a
specified time period using an organized set of communication activities and featuring an array of
mediated messages in multiple messages in multiple channels generally to produce noncommercial
benefits to individuals or society Fe
Social Marketing - AnswersThe concept that behaviors can be promoted in the same ways as products
and services
Ad Council - AnswersA nonprofit group that essentially founded social marketing, encouraging U.S.
citizens to purchase war bonds
