Question 1

Recency theory is based on:

Accepted Answer

A)  the concept that the last ad a person sees has the greatest impact 
B)  three exposures to an ad are necessary for the ad to be effective 
C)  the concept of intrusion value 
D)  consumers having selective attention processes 
A)  the concept that the last ad a person sees has the greatest impact 
B)  three exposures to an ad are necessary for the ad to be effective 
C)  the concept of intrusion value 
D)  consumers having selective attention processes D

Question 2

In terms of a TV ratings,a share of 9.3 means that 9.3 percent of the television that are turned on were tuned into a particular program.

Accepted Answer

A) True 
 B)False  True

Question 3

Newspapers offer the best quality color print reproduction.

Accepted Answer

A) True 
 B)False  False

Question 4

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times,such as Christmas,Valentine's Day,and Mother's Day.

Accepted Answer

A) True 
 B)False

Question 5

A measure of the impact or intensity of a media plan is:

Accepted Answer

A)  cost per thousand (CPM) 
B)  gross rating points (GRP) 
C)  opportunities to see (OTS) 
D)  reach and frequency 
A)  cost per thousand (CPM) 
B)  gross rating points (GRP) 
C)  opportunities to see (OTS) 
D)  reach and frequency

Question 6

One major disadvantage facing magazine advertisers is a decline in magazine readership.

Accepted Answer

A) True 
 B)False

Question 7

Television offers the following advantages,except:

Accepted Answer

A)  high reach 
B)  high frequency potential 
C)  low cost per contact 
D)  narrowly defined target markets 
A)  high reach 
B)  high frequency potential 
C)  low cost per contact 
D)  narrowly defined target markets

Question 8

Most television ads (69 percent)are:

Accepted Answer

A)  15-second spots 
B)  30-second spots 
C)  45-second spots 
D)  60-second spots 
A)  15-second spots 
B)  30-second spots 
C)  45-second spots 
D)  60-second spots

Question 9

What are the primary benefits of outdoor advertising? The primary problems?

Accepted Answer

The advantages of outdoor advertising ar

Question 10

A major drawback of outdoor advertising is the short exposure time.

Accepted Answer

A) True 
 B)False

Question 11

A company that advertises some all year round,but more during the holidays is using:

Accepted Answer

A)  a continuous campaign 
B)  gross impressions 
C)  a pulsating campaign 
D)  a flighting (or discontinuous) campaign 
A)  a continuous campaign 
B)  gross impressions 
C)  a pulsating campaign 
D)  a flighting (or discontinuous) campaign

Question 12

Many advertisers doubt the three-exposure hypothesis primarily because of:

Accepted Answer

A)  the number of media now available to advertisers has increased substantially 
B)  ad clutter 
C)  the power of the Internet 
D)  the synergistic effect of using multiple media in an advertising campaign 
A)  the number of media now available to advertisers has increased substantially 
B)  ad clutter 
C)  the power of the Internet 
D)  the synergistic effect of using multiple media in an advertising campaign

Question 13

Cost per rating point (CPRP)is the:

Accepted Answer

A)  number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period 
B)  measure of the impact or intensity of a media plan 
C)  relative measure of the efficiency of a media vehicle relative to a firm's target market 
D)  average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period 
A)  number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period 
B)  measure of the impact or intensity of a media plan 
C)  relative measure of the efficiency of a media vehicle relative to a firm's target market 
D)  average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period

Question 14

The following are disadvantages of television,except:

Accepted Answer

A)  greater clutter 
B)  high cost per contact 
C)  channel surfing during commercials 
D)  low recall due to clutter 
A)  greater clutter 
B)  high cost per contact 
C)  channel surfing during commercials 
D)  low recall due to clutter

Question 15

The part of the media plan that spells out the media to be used and creative considerations is the:

Accepted Answer

A)  marketing analysis 
B)  advertising analysis 
C)  media strategy 
D)  media mix 
A)  marketing analysis 
B)  advertising analysis 
C)  media strategy 
D)  media mix

Question 16

The part of the media plan that states measures of goal achievements and the rationale for choices is the:

Accepted Answer

A)  marketing analysis 
B)  advertising analysis 
C)  media strategy 
D)  justification and summary 
A)  marketing analysis 
B)  advertising analysis 
C)  media strategy 
D)  justification and summary

Question 17

What is the relationship between the size of an ad agency and the price it pays for spots on television or radio?

Accepted Answer

A)  the bigger the company, the more that will be paid for advertising 
B)  the bigger the company, the less that will be paid for advertising 
C)  medium-sized companies get the best deal 
D)  there is no consistent relationship 
A)  the bigger the company, the more that will be paid for advertising 
B)  the bigger the company, the less that will be paid for advertising 
C)  medium-sized companies get the best deal 
D)  there is no consistent relationship

Question 18

Gross rating points are a measure of the impact or intensity of a media plan.

Accepted Answer

A) True 
 B)False

Question 19

Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective.

Accepted Answer

A) True 
 B)False

Question 20

Multiplying a vehicle's rating times opportunities to see (OTS)for an advertisement calculates the:

Accepted Answer

A)  cost per thousand (CPM) 
B)  gross rating points (GRP) 
C)  cost per rating point (CPRP) 
D)  frequency 
A)  cost per thousand (CPM) 
B)  gross rating points (GRP) 
C)  cost per rating point (CPRP) 
D)  frequency

Recency theory is based on:

In terms of a TV ratings,a share of 9.3 means that 9.3 percent of the television that are turned on were tuned into a particular program.

Newspapers offer the best quality color print reproduction.

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times,such as Christmas,Valentine's Day,and Mother's Day.

A measure of the impact or intensity of a media plan is:

One major disadvantage facing magazine advertisers is a decline in magazine readership.

Television offers the following advantages,except:

Most television ads (69 percent)are:

What are the primary benefits of outdoor advertising? The primary problems?

A major drawback of outdoor advertising is the short exposure time.

A company that advertises some all year round,but more during the holidays is using:

Many advertisers doubt the three-exposure hypothesis primarily because of:

Cost per rating point (CPRP)is the:

The following are disadvantages of television,except:

The part of the media plan that spells out the media to be used and creative considerations is the:

The part of the media plan that states measures of goal achievements and the rationale for choices is the:

What is the relationship between the size of an ad agency and the price it pays for spots on television or radio?

Gross rating points are a measure of the impact or intensity of a media plan.

Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective.

Multiplying a vehicle's rating times opportunities to see (OTS)for an advertisement calculates the:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 8: Traditional Media Channels

Recency theory is based on:

In terms of a TV ratings,a share of 9.3 means that 9.3 percent of the television that are turned on were tuned into a particular program.

Newspapers offer the best quality color print reproduction.

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times,such as Christmas,Valentine's Day,and Mother's Day.

A measure of the impact or intensity of a media plan is:

One major disadvantage facing magazine advertisers is a decline in magazine readership.

Television offers the following advantages,except:

Most television ads (69 percent)are:

What are the primary benefits of outdoor advertising? The primary problems?

A major drawback of outdoor advertising is the short exposure time.

A company that advertises some all year round,but more during the holidays is using:

Many advertisers doubt the three-exposure hypothesis primarily because of:

Cost per rating point (CPRP)is the:

The following are disadvantages of television,except:

The part of the media plan that spells out the media to be used and creative considerations is the:

The part of the media plan that states measures of goal achievements and the rationale for choices is the:

What is the relationship between the size of an ad agency and the price it pays for spots on television or radio?

Gross rating points are a measure of the impact or intensity of a media plan.

Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective.

Multiplying a vehicle's rating times opportunities to see (OTS)for an advertisement calculates the:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters