Question 1

A ratings point indicates that 100 television households in a given area were tuned to the program being measured.

Accepted Answer

A) True 
 B)False

Question 2

When comparing the cost of radio and television advertising, which of the following is true?

Accepted Answer

A) Radio has a greater risk of unexpected production costs. 
B) Television provides a much lower cost-per-contact than radio. 
C) Radio offers a low absolute cost that television can't match. 
D) Both have very high cost-per-contact compared to other media. 
A) Radio has a greater risk of unexpected production costs. 
B) Television provides a much lower cost-per-contact than radio. 
C) Radio offers a low absolute cost that television can't match. 
D) Both have very high cost-per-contact compared to other media.

Question 3

The main advantage of magazines as a media choice is their audience selectivity, which can be based on demographics, lifestyle, or special interests.

Accepted Answer

A) True 
 B)False

Question 4

Radio offers potential advertisers the among all media.

Accepted Answer

A) simplest buying procedures 
B) most well-defined audience segments 
C) widest exposure 
D) highest degree of audience attentiveness 
A) simplest buying procedures 
B) most well-defined audience segments 
C) widest exposure 
D) highest degree of audience attentiveness

Question 5

Which of the following is true of syndicated television?

Accepted Answer

A) It consists of two types: interactive and smartphone TV. 
B) It provides advertisers with proven programming. 
C) It is also known as local TV. 
D) It refers to programming other than the network broadcast. 
A) It consists of two types: interactive and smartphone TV. 
B) It provides advertisers with proven programming. 
C) It is also known as local TV. 
D) It refers to programming other than the network broadcast.

Question 6

A media planner is comparing the relative advantages and disadvantages of television and magazines as advertising vehicles for her client.She needs to keep in mind that when comparing the two, television:

Accepted Answer

A) gives an advertiser the advantage of lowest absolute cost. 
B) has a higher degree of audience selectivity. 
C) allows an advertiser to repeat a message more frequently. 
D) has a higher degree of audience attentiveness. 
A) gives an advertiser the advantage of lowest absolute cost. 
B) has a higher degree of audience selectivity. 
C) allows an advertiser to repeat a message more frequently. 
D) has a higher degree of audience attentiveness.

Question 7

Pay-for-inquiry advertising is a payment scheme in which the medium gets paid by advertisers based on the number of inquiries received in response to an ad.

Accepted Answer

A) True 
 B)False

Question 8

is the development and delivery of specialized television programming for a particular audience.

Accepted Answer

A) Display advertising 
B) Narrowcasting 
C) Spot advertising 
D) Channel grazing 
A) Display advertising 
B) Narrowcasting 
C) Spot advertising 
D) Channel grazing

Question 9

As a newly hired media planner with a list of clients who benefit from timely local advertising, you need to be familiar with the advertising options that your metropolitan and suburban newspapers offer.Briefly define the three broad types of newspaper ads, and their sub-types.

Accepted Answer

Advertisers have several options when it

Question 10

As the paper quality of most magazines is poor, color reproduction can be a problem and may cause creative limitations for advertisers.

Accepted Answer

A) True 
 B)False

Question 11

What is one of the main disadvantages of magazines as a media choice for advertisers?

Accepted Answer

A) Low reproduction quality 
B) Long lead times 
C) Short life 
D) Lack of audience selectivity 
A) Low reproduction quality 
B) Long lead times 
C) Short life 
D) Lack of audience selectivity

Question 12

As a media class, one of the drawbacks of newspapers is ad clutter.Explain.As a media class, do magazines face the same disadvantage?

Accepted Answer

The average printed newspaper is filled

Question 13

A nationally distributed line of frozen dinners is to be promoted on radio.The client finds out, however, that the stations have no standard fees for various spot lengths.This results in fragmented audiences.

Accepted Answer

A) True 
 B)False

Question 14

A grocery chain delivers leaflets that contain an ad about the chain.The leaflets are ready to be tucked into the Sunday newspaper before delivery.The grocery chain is using:

Accepted Answer

A) display advertising. 
B) a preprinted insert. 
C) co-op advertising. 
D) a classified ad. 
A) display advertising. 
B) a preprinted insert. 
C) co-op advertising. 
D) a classified ad.

Question 15

Which of the following is an advantage of radio as a media class?

Accepted Answer

A) Organized buying procedures 
B) Consolidated Audiences 
C) Powerful creative impact 
D) High audience attentiveness 
A) Organized buying procedures 
B) Consolidated Audiences 
C) Powerful creative impact 
D) High audience attentiveness

Question 16

An ad agency has just won a new account that wants to begin by focusing on television commercials, and then later, possibly branch into print and Internet ads.The agency's account executive, media planner, and account planner meet with the advertiser's team to review advertising options offered by various television formats.What are the four categories of basic television (excluding new and emerging formats such as Web TV and interactive TV) that they would consider?

Accepted Answer

The four categories of basic television

Question 17

An advantage of magazines is that they are synergistic with digital media.

Accepted Answer

A) True 
 B)False

Question 18

To survive as a viable advertising medium, newspapers will have to:

Accepted Answer

A) replace headlines with photos and announcements. 
B) meet the demands of both audiences and advertisers. 
C) make sure that manufacturers and local merchants share the media bill. 
D) become broader in geographic reach. 
A) replace headlines with photos and announcements. 
B) meet the demands of both audiences and advertisers. 
C) make sure that manufacturers and local merchants share the media bill. 
D) become broader in geographic reach.

Question 19

A manufacturer of high-priced gourmet cookware is discussing media alternatives with his agency, and is strongly considering radio as a medium.The media planner at the agency reminds his client that one of the major limitations of radio may work against the company.Which of the following drawbacks of radio is the agency most likely to be discussing?

Accepted Answer

A) Low flexibility for advertisers 
B) Relatively high cost 
C) Fragmented audiences 
D) Lack of timeliness 
A) Low flexibility for advertisers 
B) Relatively high cost 
C) Fragmented audiences 
D) Lack of timeliness

Question 20

Media research shows that there are 48,500,000 households watching TV during the time that the quasi-news show, Celebrity Newsertainment, is broadcast.The program attracts a total of 8,730,000 viewers.This means that the share of audience measure for the program is a(n) share.

Accepted Answer

A) 62 
B) 5.5 
C) 18 
D) 39.9 
A) 62 
B) 5.5 
C) 18 
D) 39.9

A ratings point indicates that 100 television households in a given area were tuned to the program being measured.

When comparing the cost of radio and television advertising, which of the following is true?

The main advantage of magazines as a media choice is their audience selectivity, which can be based on demographics, lifestyle, or special interests.

Radio offers potential advertisers the among all media.

Which of the following is true of syndicated television?

A media planner is comparing the relative advantages and disadvantages of television and magazines as advertising vehicles for her client.She needs to keep in mind that when comparing the two, television:

Pay-for-inquiry advertising is a payment scheme in which the medium gets paid by advertisers based on the number of inquiries received in response to an ad.

is the development and delivery of specialized television programming for a particular audience.

As a newly hired media planner with a list of clients who benefit from timely local advertising, you need to be familiar with the advertising options that your metropolitan and suburban newspapers offer.Briefly define the three broad types of newspaper ads, and their sub-types.

As the paper quality of most magazines is poor, color reproduction can be a problem and may cause creative limitations for advertisers.

What is one of the main disadvantages of magazines as a media choice for advertisers?

As a media class, one of the drawbacks of newspapers is ad clutter.Explain.As a media class, do magazines face the same disadvantage?

A nationally distributed line of frozen dinners is to be promoted on radio.The client finds out, however, that the stations have no standard fees for various spot lengths.This results in fragmented audiences.

A grocery chain delivers leaflets that contain an ad about the chain.The leaflets are ready to be tucked into the Sunday newspaper before delivery.The grocery chain is using:

Which of the following is an advantage of radio as a media class?

An advantage of magazines is that they are synergistic with digital media.

To survive as a viable advertising medium, newspapers will have to:

Media research shows that there are 48,500,000 households watching TV during the time that the quasi-news show, Celebrity Newsertainment, is broadcast.The program attracts a total of 8,730,000 viewers.This means that the share of audience measure for the program is a(n) share.

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

A ratings point indicates that 100 television households in a given area were tuned to the program being measured.

When comparing the cost of radio and television advertising, which of the following is true?

The main advantage of magazines as a media choice is their audience selectivity, which can be based on demographics, lifestyle, or special interests.

Radio offers potential advertisers the among all media.

Which of the following is true of syndicated television?

A media planner is comparing the relative advantages and disadvantages of television and magazines as advertising vehicles for her client.She needs to keep in mind that when comparing the two, television:

Pay-for-inquiry advertising is a payment scheme in which the medium gets paid by advertisers based on the number of inquiries received in response to an ad.

is the development and delivery of specialized television programming for a particular audience.

As a newly hired media planner with a list of clients who benefit from timely local advertising, you need to be familiar with the advertising options that your metropolitan and suburban newspapers offer.Briefly define the three broad types of newspaper ads, and their sub-types.

As the paper quality of most magazines is poor, color reproduction can be a problem and may cause creative limitations for advertisers.

What is one of the main disadvantages of magazines as a media choice for advertisers?

As a media class, one of the drawbacks of newspapers is ad clutter.Explain.As a media class, do magazines face the same disadvantage?

A nationally distributed line of frozen dinners is to be promoted on radio.The client finds out, however, that the stations have no standard fees for various spot lengths.This results in fragmented audiences.

A grocery chain delivers leaflets that contain an ad about the chain.The leaflets are ready to be tucked into the Sunday newspaper before delivery.The grocery chain is using:

Which of the following is an advantage of radio as a media class?

An advantage of magazines is that they are synergistic with digital media.

To survive as a viable advertising medium, newspapers will have to:

Media research shows that there are 48,500,000 households watching TV during the time that the quasi-news show, Celebrity Newsertainment, is broadcast.The program attracts a total of 8,730,000 viewers.This means that the share of audience measure for the program is a(n) share.

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