1. When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them in the area of ________.
a. development
b. press relations
c. public affairs
d. lobbying
e. product publicity
2. Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company.
a. media vehicle
b. public relations message
c. logo
d. advertisement
e. brand contact
3. Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.
a. using humor to capture audience attention and interest
b. media planning
c. implementing branded entertainment
d. the competitive-parity method of setting a promotion budget
e. the affordable method of setting a promotion budget
4. Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period.
a. segmenting
b. pulsing
c. continuity
d. sequencing
e. hard hitting