APR 290 Exam 3 Review

Symbols are a visual object (sign) with social/cultural meaning that are rarely used to enhance persuasion

Which of the following is NOT a way to categorize media channels?

Which of the following is NOT true about advertising via mobile media?

An outdoor enthusiast who enjoys hiking, sailing and camping is an example of a psychographic audience definition

Newspaper is the oldest medium and considered the most respected

Which of the following is NOT true about Influencer Marketing?

Which of the following is NOT a key factor when establishing communication campaign objectives?

Also according to Gary Grates, fewer than 50 people define conversation for any brand or industry

Where does the following message fall within the paid-owned-earned media spectrum?

Managing & disseminating information from an individual or organization to the public to affect their perception is

To create an integrated communication campaign, the message must be identical across all media channels

When setting SMART goals, M stands for "momentary"

Which of the following is NOT a category of response metrics used to evaluate the success of a communication campaign?

Why do Ad/PR agencies prefer to focus on communication goals rather than marketing or sales goals?

A message can deliver too much reach to an audience, but never too much frequency

Paid promotion of a product or service designed to influence consumer attitudes and behavior is the definition of

People liking or sharing a social media message just because others have done so is an example of "Click-Whirr"

Which of the following is NOT part of the Consumer Decision Journey?

A focus group reveals that people think Truly costs more than competitive brands and the quality isn't worth the price

Which of the following is NOT essential when evaluating the geographic targeting offered by a media channel?

Most scholars agree that subliminal advertising does not work because

Which of the following is NOT true about an integrated campaign strategy

Which of the following is a key differentiation between online media and traditional media?

A key difference between the AIDA funnel and the CDJ is that the CDJ is linear

Which of the following is considered a contextual influence on compliance-gaining?

Messages that need to convey detail are best suited for print media, email or a brand's website

Frequent exposure is most effective for attitude change rather than attitude formation

A person who shops at Whole Foods twice weekly is an example of a behavioral target audience definition

Social media can only be used as an earned channel in a communication campaign

Clicks, Visits, Shares, Downloads, and Traffic are examples of cognitive/attitudinal measures

Which of the following is NOT an audience delivery goal for a communication campaign?

According to your text, which of the following is NOT considered a major influence on advertising/PR persuasion effects?

Which of the following is NOT a behavioral goal for a communication campaign?

In the AIDA funnel, I stands for Information

According to Gary Grates, which of the following is NOT one of the 10 questions that define your Ad/PR career success?

Email marketing (CRM) is generally inexpensive since it is an owned medium

Which of the following is NOT an example of a geographic audience definition?

Which of the following is NOT an advantage of traditional vs. online media channels?

This message is attempting to appeal to a consumer's cognitive needs

When a message source tries to induce an individual to perform a desired behavior they otherwise wouldn't do it's called

Which of the following is NOT a factor in evaluating a media channel for a campaign?

Magazines offer leisurely engagement, a long shelf life and pass along readership

When evaluating which channel is best for a communicating a creative message, which of the following is NOT relevant?

Business objectives and communication objectives are basically the same thing

Campaign response metrics (KPIs) should be directly related to the campaign's SMART objectives

According to Gary Grates, your career path should be linear rather than circuitous if you hope to be successful

Which of the following is NOT true about Interpersonal Communication?

Which of these products should consider the purchaser-user-influencer triangle when establishing their target audience?

Association enhances advertising outcomes by

Which of the following is NOT considered a reputable source for data used to define target audiences?

To create a unique and valuable position, brands should focus solely on the messaging

Which of the following is NOT a reason why frequency (or “mere exposure”) works as an advertising technique?

Active loyalists purchase their favorite brands regardless of price, but passive loyalists will consider other brands

A key advantage of search engine marketing (SEM) is that it reaches consumers when they are actively seeking information

Cultural differences and personality factors (such as self-monitoring) impact compliance-gaining strategies

One of the best ways to improve the cost-efficiency of a campaign is to use channels that encourage viral sharing

A segment describes the characteristics of a target audience as a whole, a persona is an example of your best customer

Which of the following is NOT an attitudinal message driver?

The broader activities/processes which communicate products/services of value to consumers is the definition of

Which of the following statements is NOT true about thinking vs. feeling message goals?

Which of the following is NOT a key target audience definition category?

Hilton's "Plight of the Stranded Traveler" campaign is a great execution based on which media evaluation factor?