Question 1

Hybrid models are very effective for current.

Accepted Answer

A) tourism 
B) fitness 
C) leisure 
D) news
Magazines because these models boost a magazine's ability to remain 
A) tourism 
B) fitness 
C) leisure 
D) news
Magazines because these models boost a magazine's ability to remain D

Question 2

When a Bahamas resort runs its commercials on TV, it gets an advantage that cannot be matched by radio or print media.Which of the following advantages does it have?

Accepted Answer

A) Less fleeting message than that used in print media 
B) Low absolute cost 
C) Highly selective geographic targeting 
D) Low cost-per-contact 
A) Less fleeting message than that used in print media 
B) Low absolute cost 
C) Highly selective geographic targeting 
D) Low cost-per-contact D

Question 3

Newspapers are an excellent medium for:

Accepted Answer

A) retailers who require a wide range of creative options same as those available in broadcast media. 
B) retailers targeting local geographic markets. 
C) advertisers looking for an uncluttered environment to publish ads. 
D) companies targeting highly selective audiences, with specific economic and social backgrounds. 
A) retailers who require a wide range of creative options same as those available in broadcast media. 
B) retailers targeting local geographic markets. 
C) advertisers looking for an uncluttered environment to publish ads. 
D) companies targeting highly selective audiences, with specific economic and social backgrounds. B

Question 4

Pass­along readership occurs when other people visit a magazine subscriber's home or professional office and look
at magazines.

Accepted Answer

A) True 
 B)False

Question 5

What type of television transmission broadcasts programming over airwaves to affiliate stations across the United States under a contract agreement?

Accepted Answer

A) Satellite 
B) Interactive 
C) Network 
D) Cable 
A) Satellite 
B) Interactive 
C) Network 
D) Cable

Question 6

A shoe manufacturer pays part of the media bill when a local shoe store features the manufacturer's brand in its advertising.What type of advertising is this?

Accepted Answer

A) Segmented 
B) Syndicated 
C) Co-op 
D) Preferred 
A) Segmented 
B) Syndicated 
C) Co-op 
D) Preferred

Question 7

For advertising to achieve communications and sales objectives, the media placement should .

Accepted Answer

A) use primarily print media 
B) focus on mass advertising 
C) focus on digital communications 
D) not miss the target audience 
A) use primarily print media 
B) focus on mass advertising 
C) focus on digital communications 
D) not miss the target audience

Question 8

Radio networks are different from TV networks in the sense that TV networks can deliver programming via satellite, whereas radio networks cannot.

Accepted Answer

A) True 
 B)False

Question 9

The most widely accessed satellite programming is available from DirecTV and DISH Network.

Accepted Answer

A) True 
 B)False

Question 10

A factor affecting the future of magazines is that publishers are exploring other ways to take advantage of the interactive digital environment beyond digital version publications.

Accepted Answer

A) True 
 B)False

Question 11

What are two of the main disadvantages of newspapers as an advertising medium?

Accepted Answer

A) Creative constraints and cluttered environment 
B) Time lag and geographic restrictions 
C) Lack of credibility and minimal reach 
D) Lack of timeliness and high production costs 
A) Creative constraints and cluttered environment 
B) Time lag and geographic restrictions 
C) Lack of credibility and minimal reach 
D) Lack of timeliness and high production costs

Question 12

To calculate the rating for a new television show, the number of TV households watching the show must be divided by the number of total TV households in the market.

Accepted Answer

A) True 
 B)False

Question 13

Off-network syndication refers to television shows that have been developed specifically for sale to individual stations.

Accepted Answer

A) True 
 B)False

Question 14

As the newspaper page offers a small and relatively expensive format, advertisers cannot provide a lot of information to the target audience at relatively low cost.

Accepted Answer

A) True 
 B)False

Question 15

A new animated comedy show, American Family, is being broadcast in Houston.A potential advertiser wants to know how popular the show is in Houston, as well as across the U.S.Research indicates that the show is being watched by 16,400,000 people nationwide.It also indicates that the show is being watched by 759,000 households each week in Houston's big­city market, which has 3,300,000 households with televisions.What is the program rating for American Family within the Houston market?

Accepted Answer

A) 4.3 
B) 20 
C) 23 
D) 46 
A) 4.3 
B) 20 
C) 23 
D) 46

Question 16

The greatest advantage of television as an advertising medium is its ability to:

Accepted Answer

A) make an advertising message have a long-lasting effect. 
B) be inexpensive in terms of absolute cost. 
C) send a message through sight and sound. 
D) select small, selective audiences by geographic location. 
A) make an advertising message have a long-lasting effect. 
B) be inexpensive in terms of absolute cost. 
C) send a message through sight and sound. 
D) select small, selective audiences by geographic location.

Question 17

An advertiser wants to focus on teenage girls as a target audience and decides to publish its ads in a fashion magazine for teenage girls.Which of the following is most likely to be a flaw in this plan?

Accepted Answer

A) Readers of this magazine will easily forget about the ad due to short lives of magazines. 
B) The advertiser will not have the scope to be creative with their advertisement if they use a fashion magazine. 
C) Through this magazine, only fashion-conscious teenage girls can be targeted, not all of them. 
D) Magazines do not have audience selectivity. 
A) Readers of this magazine will easily forget about the ad due to short lives of magazines. 
B) The advertiser will not have the scope to be creative with their advertisement if they use a fashion magazine. 
C) Through this magazine, only fashion-conscious teenage girls can be targeted, not all of them. 
D) Magazines do not have audience selectivity.

Question 18

TV households is an estimate of the number of households that are in a market and own a TV.

Accepted Answer

A) True 
 B)False

Question 19

Zoned editions demonstrate one of newspapers' biggest advantages for advertisers.Which of the following advantages does this imply?

Accepted Answer

A) Long life-span 
B) High Credibility 
C) Timeliness 
D) High geographic selectivity 
A) Long life-span 
B) High Credibility 
C) Timeliness 
D) High geographic selectivity

Question 20

For which of these potential advertisers are newspapers most likely to be a suitable choice?

Accepted Answer

A) A requires excellent reproduction quality for its illustrations. 
B) B seeks to create images and moods in the minds of its audience. 
C) C wants to reach a local audience at a low cost for space. 
D) D intends to print ads in a multidimensional medium. 
A) A requires excellent reproduction quality for its illustrations. 
B) B seeks to create images and moods in the minds of its audience. 
C) C wants to reach a local audience at a low cost for space. 
D) D intends to print ads in a multidimensional medium.

Hybrid models are very effective for current.

When a Bahamas resort runs its commercials on TV, it gets an advantage that cannot be matched by radio or print media.Which of the following advantages does it have?

Newspapers are an excellent medium for:

Passalong readership occurs when other people visit a magazine subscriber's home or professional office and look at magazines.

What type of television transmission broadcasts programming over airwaves to affiliate stations across the United States under a contract agreement?

A shoe manufacturer pays part of the media bill when a local shoe store features the manufacturer's brand in its advertising.What type of advertising is this?

For advertising to achieve communications and sales objectives, the media placement should .

Radio networks are different from TV networks in the sense that TV networks can deliver programming via satellite, whereas radio networks cannot.

The most widely accessed satellite programming is available from DirecTV and DISH Network.

A factor affecting the future of magazines is that publishers are exploring other ways to take advantage of the interactive digital environment beyond digital version publications.

What are two of the main disadvantages of newspapers as an advertising medium?

To calculate the rating for a new television show, the number of TV households watching the show must be divided by the number of total TV households in the market.

Off-network syndication refers to television shows that have been developed specifically for sale to individual stations.

As the newspaper page offers a small and relatively expensive format, advertisers cannot provide a lot of information to the target audience at relatively low cost.

The greatest advantage of television as an advertising medium is its ability to:

An advertiser wants to focus on teenage girls as a target audience and decides to publish its ads in a fashion magazine for teenage girls.Which of the following is most likely to be a flaw in this plan?

TV households is an estimate of the number of households that are in a market and own a TV.

Zoned editions demonstrate one of newspapers' biggest advantages for advertisers.Which of the following advantages does this imply?

For which of these potential advertisers are newspapers most likely to be a suitable choice?

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

Filters

Exam 13: Media Planning Newspapers Magazines Tv and Radio

Hybrid models are very effective for current.

When a Bahamas resort runs its commercials on TV, it gets an advantage that cannot be matched by radio or print media.Which of the following advantages does it have?

Newspapers are an excellent medium for:

Pass­along readership occurs when other people visit a magazine subscriber's home or professional office and look at magazines.

What type of television transmission broadcasts programming over airwaves to affiliate stations across the United States under a contract agreement?

A shoe manufacturer pays part of the media bill when a local shoe store features the manufacturer's brand in its advertising.What type of advertising is this?

For advertising to achieve communications and sales objectives, the media placement should .

Radio networks are different from TV networks in the sense that TV networks can deliver programming via satellite, whereas radio networks cannot.

The most widely accessed satellite programming is available from DirecTV and DISH Network.

A factor affecting the future of magazines is that publishers are exploring other ways to take advantage of the interactive digital environment beyond digital version publications.

What are two of the main disadvantages of newspapers as an advertising medium?

To calculate the rating for a new television show, the number of TV households watching the show must be divided by the number of total TV households in the market.

Off-network syndication refers to television shows that have been developed specifically for sale to individual stations.

As the newspaper page offers a small and relatively expensive format, advertisers cannot provide a lot of information to the target audience at relatively low cost.

The greatest advantage of television as an advertising medium is its ability to:

An advertiser wants to focus on teenage girls as a target audience and decides to publish its ads in a fashion magazine for teenage girls.Which of the following is most likely to be a flaw in this plan?

TV households is an estimate of the number of households that are in a market and own a TV.

Zoned editions demonstrate one of newspapers' biggest advantages for advertisers.Which of the following advantages does this imply?

For which of these potential advertisers are newspapers most likely to be a suitable choice?

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

Filters

Passalong readership occurs when other people visit a magazine subscriber's home or professional office and look at magazines.