Question 1

In terms of media mix,restaurants tend to spend the most (41.3 percent)on:

Accepted Answer

A)  magazines 
B)  newspapers 
C)  television 
D)  outdoor 
A)  magazines 
B)  newspapers 
C)  television 
D)  outdoor

Question 2

Television offers the following advantages,except:

Accepted Answer

A)  low cost 
B)  quality creative opportunities 
C)  high frequency potential 
D)  high intrusion value 
A)  low cost 
B)  quality creative opportunities 
C)  high frequency potential 
D)  high intrusion value

Question 3

The traditional three-exposure hypothesis is based on:

Accepted Answer

A)  selective attention exposure 
B)  effective reach and effective frequency 
C)  intrusion value 
D)  media multiplier effect 
A)  selective attention exposure 
B)  effective reach and effective frequency 
C)  intrusion value 
D)  media multiplier effect

Question 4

CPRP stands for:

Accepted Answer

A)  cost per rotation program 
B)  closest programmed ratings plan 
C)  cost per rating point 
D)  cumulative program for ratings points 
A)  cost per rotation program 
B)  closest programmed ratings plan 
C)  cost per rating point 
D)  cumulative program for ratings points

Question 5

In terms of advertising expenditures by media,apparel companies spend the most on television advertising.

Accepted Answer

A) True 
 B)False

Question 6

Which individual decided S.O.S Shop Pads should be advertised in magazines,because of the characteristics of the women who buy and use them?

Accepted Answer

A)  the creative 
B)  the media planner 
C)  the media buyer 
D)  the client 
A)  the creative 
B)  the media planner 
C)  the media buyer 
D)  the client

Question 7

Business-to-business advertising is:

Accepted Answer

A)  mostly in newspapers 
B)  mostly spent on television 
C)  looking more like consumer ads 
D)  easier to create because of gatekeepers' screening ads 
A)  mostly in newspapers 
B)  mostly spent on television 
C)  looking more like consumer ads 
D)  easier to create because of gatekeepers' screening ads

Question 8

The number of households turned to a program divided by the total number of households with a television turned on calculates:

Accepted Answer

A)  rating 
B)  recall 
C)  share 
D)  frequency 
A)  rating 
B)  recall 
C)  share 
D)  frequency

Question 9

The major reason retailers tend to use newspapers for advertising is that they:

Accepted Answer

A)  are lower cost compared to the other media 
B)  offer geographic selectivity 
C)  have a longer life than radio or television 
D)  show a preference for local retailers 
A)  are lower cost compared to the other media 
B)  offer geographic selectivity 
C)  have a longer life than radio or television 
D)  show a preference for local retailers

In terms of media mix,restaurants tend to spend the most (41.3 percent)on:

Television offers the following advantages,except:

The traditional three-exposure hypothesis is based on:

CPRP stands for:

In terms of advertising expenditures by media,apparel companies spend the most on television advertising.

Which individual decided S.O.S Shop Pads should be advertised in magazines,because of the characteristics of the women who buy and use them?

Business-to-business advertising is:

The number of households turned to a program divided by the total number of households with a television turned on calculates:

The major reason retailers tend to use newspapers for advertising is that they:

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

In terms of media mix,restaurants tend to spend the most (41.3 percent)on:

Television offers the following advantages,except:

The traditional three-exposure hypothesis is based on:

CPRP stands for:

In terms of advertising expenditures by media,apparel companies spend the most on television advertising.

Which individual decided S.O.S Shop Pads should be advertised in magazines,because of the characteristics of the women who buy and use them?

Business-to-business advertising is:

The number of households turned to a program divided by the total number of households with a television turned on calculates:

The major reason retailers tend to use newspapers for advertising is that they:

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