CAA Final Exam Questions and
Answers35
________ that links the common phone to a computer is possibly the most important change in
communication systems so far in the new millennium.
a. Telecommunication
b. Wireless communication
c. Hybrid technologies
d. Interconnects
e. Superstitials - ANSWERS -b
On the Internet, ________ have created a new form of web advertising similar to television
programs with recurring episodes in a developing story.
a. blogs
b. Webisodes
c. superstitials
d. e-serials
e. e-soaps - ANSWERS -b
Because many consumers consider pop-ups, banner ads, and superstitials annoying and
ineffective, many companies instead are making their web sites more engaging and
entertaining, which the practice of providing ________.
a. interactivity
b. branded entertainment
c. virtual experiences
d. brand experiences
,e. situational ads - ANSWERS -d
Media that offer opportunities for dialogue and two-way conversations between companies and
customers, as well as among consumers, are most accurately descnbed as..........
A. intersctive
B. engaging
C. niche
D. addressable
E converging - ANSWERS -A
Which of the following most accurately identifies the strength of newspapers and magazines?
A. delivering personalized
B. creating two-way communication
C. delivering information in depth
D. tailoring programs to audience tastes
E. bringing entertainment into the home - ANSWERS -C
Which of the following is one of the basic functions of advertising?
A. entertainment
B. public relations
C. competition
D. identification
E. two-way com munication - ANSWERS -D
Which pricing strategy is used to communicate a dramatic or temporary price reduction?
A. parity pricing
,B. customary pricing
C. value pricing
D. copy pricing
E. promotional pricing - ANSWERS -E
a practice that is sometimes referred to as trade promotions are directed at distribution channel
members.
A. value-added marketing
B. partner relations hip management
C. customer relationship management
D. payout planning
E. channel marketing - ANSWERS -e
Which of the following is FALSE regarding online communication?
A. The presents at least as many challenges to public relations professionals as it does
opportunities
B. The Internet makes it possible to present the company's image and story without going
through the editing of a gatekeeper.
c. Corporate websites have become an important part of corporate communication.
D. Gossip and rumors can spread around the world within hours.
E. The Internet does not allow managed communication directly between organizations and
audiences without the gatekeeping function of other mass media. - ANSWERS -E
Which of the following does NOT add value to a product?
A. All of the above add value to a product.
B. advertising
C. useful features
, D. branding
E. convenience - ANSWERS -b
the most basic level of evaluation of the effectiveness of a sales promotion, managers require
proof of....
A. sales rates
B. brand recognition
C. promotion execution
D. trial rates
E. brand recall - ANSWERS -C
Which of the following most accurately describes an objective of advertising?
A. encourage an immediate action
B. add tangible value to the product or service
C. create a brand image over time
D. emphasize price over value
E. contribute to short-term profitability - ANSWERS -C
Marwin is a senior account planner and is in charge of tracking studies. At which stage of a
campaign tracking study performed?
A. after an ad or campaign has run ad or campaign
B. before an sun
C. during and after a campaign runs
D. while an ad or campaign runs
E. before and after a campaign run - ANSWERS -C
Cigarette advertising on ..........
Answers35
________ that links the common phone to a computer is possibly the most important change in
communication systems so far in the new millennium.
a. Telecommunication
b. Wireless communication
c. Hybrid technologies
d. Interconnects
e. Superstitials - ANSWERS -b
On the Internet, ________ have created a new form of web advertising similar to television
programs with recurring episodes in a developing story.
a. blogs
b. Webisodes
c. superstitials
d. e-serials
e. e-soaps - ANSWERS -b
Because many consumers consider pop-ups, banner ads, and superstitials annoying and
ineffective, many companies instead are making their web sites more engaging and
entertaining, which the practice of providing ________.
a. interactivity
b. branded entertainment
c. virtual experiences
d. brand experiences
,e. situational ads - ANSWERS -d
Media that offer opportunities for dialogue and two-way conversations between companies and
customers, as well as among consumers, are most accurately descnbed as..........
A. intersctive
B. engaging
C. niche
D. addressable
E converging - ANSWERS -A
Which of the following most accurately identifies the strength of newspapers and magazines?
A. delivering personalized
B. creating two-way communication
C. delivering information in depth
D. tailoring programs to audience tastes
E. bringing entertainment into the home - ANSWERS -C
Which of the following is one of the basic functions of advertising?
A. entertainment
B. public relations
C. competition
D. identification
E. two-way com munication - ANSWERS -D
Which pricing strategy is used to communicate a dramatic or temporary price reduction?
A. parity pricing
,B. customary pricing
C. value pricing
D. copy pricing
E. promotional pricing - ANSWERS -E
a practice that is sometimes referred to as trade promotions are directed at distribution channel
members.
A. value-added marketing
B. partner relations hip management
C. customer relationship management
D. payout planning
E. channel marketing - ANSWERS -e
Which of the following is FALSE regarding online communication?
A. The presents at least as many challenges to public relations professionals as it does
opportunities
B. The Internet makes it possible to present the company's image and story without going
through the editing of a gatekeeper.
c. Corporate websites have become an important part of corporate communication.
D. Gossip and rumors can spread around the world within hours.
E. The Internet does not allow managed communication directly between organizations and
audiences without the gatekeeping function of other mass media. - ANSWERS -E
Which of the following does NOT add value to a product?
A. All of the above add value to a product.
B. advertising
C. useful features
, D. branding
E. convenience - ANSWERS -b
the most basic level of evaluation of the effectiveness of a sales promotion, managers require
proof of....
A. sales rates
B. brand recognition
C. promotion execution
D. trial rates
E. brand recall - ANSWERS -C
Which of the following most accurately describes an objective of advertising?
A. encourage an immediate action
B. add tangible value to the product or service
C. create a brand image over time
D. emphasize price over value
E. contribute to short-term profitability - ANSWERS -C
Marwin is a senior account planner and is in charge of tracking studies. At which stage of a
campaign tracking study performed?
A. after an ad or campaign has run ad or campaign
B. before an sun
C. during and after a campaign runs
D. while an ad or campaign runs
E. before and after a campaign run - ANSWERS -C
Cigarette advertising on ..........
