Sample Test Caa Study Guide Rated A+

The costs of creating and running the advertisement versus the revenue it generates is known as . 1. reach 2. frequency 3. gross rating point 4. advertising ROI 4. optimization {Ans: 4}In most marketing communication, the power to get attention lies primarily with the _____ . 1. visual 2. audio 3. script 4. copy 5. sound effects {Ans: 1}When we refer to __ , we are usually talking about something lacking in consumers' lives and that often stimulates a cognitive response. 1. needs 2. hopes 3. wants 4. desires 5. benefits {Ans: 1}Previously recorded images, either video, still slides, or moving film are known as . 1. morphs 2. stock footage 3. tip-ins 4. photostats 5. clip art {Ans: 2}Finding the "a-ha" in a stack of research reports, data, and transcripts is referred to as: 1. problem identification 2. insight mining 3. a meaningless job 4. data mining 5. the creative process {Ans: 2}The period of time during which there is no advertising during a flighting schedule is called a ______ . . 1. flight 2. pulse 3. down time 4. carryover 5. hiatus {Ans: 5}Which concept refers to the repetition of message exposure?