Question 1

Based on recency theory,the best media strategy for a firm advertising lawn mowers would be to:

Accepted Answer

A)  place an ad in few media, but use a high frequency level 
B)  maximize reach through using multiple media and multiple outlets 
C)  maximize frequency through using just a few media outlets 
D)  utilize broadcast media that offer the lowest CPM 
A)  place an ad in few media, but use a high frequency level 
B)  maximize reach through using multiple media and multiple outlets 
C)  maximize frequency through using just a few media outlets 
D)  utilize broadcast media that offer the lowest CPM

Question 2

The largest category of expenditures on outdoor advertising is for local services and amusements.

Accepted Answer

A) True 
 B)False

Question 3

Radio is less likely to be a viable marketing alternative for Hispanic-Americans,who do not listen as often.

Accepted Answer

A) True 
 B)False

Question 4

Ads placed on CSI Miami each week for three months offer the opportunity for greater frequency as compared to placing an advertisement on the Super Bowl.

Accepted Answer

A) True 
 B)False

Question 5

Frequency is the average number of times an individual,household,or business in a target market is exposed to a message during a given time period.

Accepted Answer

A) True 
 B)False

Question 6

Media planning begins with a careful analysis of the competition.

Accepted Answer

A) True 
 B)False

Question 7

Conducting research that matches the product to the media and the target market is the primary task of the:

Accepted Answer

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

Question 8

The percentage of a target audience must be exposed to a message to achieve a particular objective is called:

Accepted Answer

A)  gross rating points 
B)  effective reach 
C)  effective frequency 
D)  opportunities to see (OTS) 
A)  gross rating points 
B)  effective reach 
C)  effective frequency 
D)  opportunities to see (OTS)

Question 9

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to a shift of power to the:

Accepted Answer

A)  creative side of the agency 
B)  account side of the agency 
C)  media planning and buying side of the agency 
D)  client 
A)  creative side of the agency 
B)  account side of the agency 
C)  media planning and buying side of the agency 
D)  client

Question 10

The number of cumulative exposures achieved in given time period is called opportunities to see (OTS).

Accepted Answer

A) True 
 B)False

Question 11

The technique designed to find out an advertisement's cost in reaching a particular product's target market is called:

Accepted Answer

A)  effective frequency 
B)  target reach 
C)  weighted or demographic CPM 
D)  cost per rating point 
A)  effective frequency 
B)  target reach 
C)  weighted or demographic CPM 
D)  cost per rating point

Question 12

In terms of media,local retailers tend to spend the most dollars on:

Accepted Answer

A)  newspaper ads 
B)  radio ads 
C)  television ads 
D)  billboards 
A)  newspaper ads 
B)  radio ads 
C)  television ads 
D)  billboards

Question 13

Billboard advertising normally has a very low CPM (cost per thousand exposures).

Accepted Answer

A) True 
 B)False

Question 14

The exposure pattern or schedule used in an ad campaign is called:

Accepted Answer

A)  continuity 
B)  discontinuity campaign 
C)  reach 
D)  frequency 
A)  continuity 
B)  discontinuity campaign 
C)  reach 
D)  frequency

Question 15

Advertising in newspapers offers each of the following advantages,except:

Accepted Answer

A)  high flexibility 
B)  high credibility 
C)  long life 
D)  longer copy or messages 
A)  high flexibility 
B)  high credibility 
C)  long life 
D)  longer copy or messages

Question 16

Gross rating points are measured by multiplying ratings times frequency.

Accepted Answer

A) True 
 B)False

Question 17

Outdoor advertising has changed dramatically through each of the following technologies,except:

Accepted Answer

A)  global positioning systems 
B)  wireless communications 
C)  digital printing technology 
D)  digital display technology 
A)  global positioning systems 
B)  wireless communications 
C)  digital printing technology 
D)  digital display technology

Question 18

The number one media used for business-to-business advertising is now television.

Accepted Answer

A) True 
 B)False

Question 19

Outdoor advertising has changed dramatically with the development of new technologies,such as global positioning systems,wireless communications,and digital display technology.

Accepted Answer

A) True 
 B)False

Question 20

CPRP stands for cost per rating point,which is a relative measure of the efficiency of a media vehicle relative to a firm's target market.

Accepted Answer

A) True 
 B)False

Based on recency theory,the best media strategy for a firm advertising lawn mowers would be to:

The largest category of expenditures on outdoor advertising is for local services and amusements.

Radio is less likely to be a viable marketing alternative for Hispanic-Americans,who do not listen as often.

Ads placed on CSI Miami each week for three months offer the opportunity for greater frequency as compared to placing an advertisement on the Super Bowl.

Frequency is the average number of times an individual,household,or business in a target market is exposed to a message during a given time period.

Media planning begins with a careful analysis of the competition.

Conducting research that matches the product to the media and the target market is the primary task of the:

The percentage of a target audience must be exposed to a message to achieve a particular objective is called:

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to a shift of power to the:

The number of cumulative exposures achieved in given time period is called opportunities to see (OTS).

The technique designed to find out an advertisement's cost in reaching a particular product's target market is called:

In terms of media,local retailers tend to spend the most dollars on:

Billboard advertising normally has a very low CPM (cost per thousand exposures).

The exposure pattern or schedule used in an ad campaign is called:

Advertising in newspapers offers each of the following advantages,except:

Gross rating points are measured by multiplying ratings times frequency.

Outdoor advertising has changed dramatically through each of the following technologies,except:

The number one media used for business-to-business advertising is now television.

Outdoor advertising has changed dramatically with the development of new technologies,such as global positioning systems,wireless communications,and digital display technology.

CPRP stands for cost per rating point,which is a relative measure of the efficiency of a media vehicle relative to a firm's target market.

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

Based on recency theory,the best media strategy for a firm advertising lawn mowers would be to:

The largest category of expenditures on outdoor advertising is for local services and amusements.

Radio is less likely to be a viable marketing alternative for Hispanic-Americans,who do not listen as often.

Ads placed on CSI Miami each week for three months offer the opportunity for greater frequency as compared to placing an advertisement on the Super Bowl.

Frequency is the average number of times an individual,household,or business in a target market is exposed to a message during a given time period.

Media planning begins with a careful analysis of the competition.

Conducting research that matches the product to the media and the target market is the primary task of the:

The percentage of a target audience must be exposed to a message to achieve a particular objective is called:

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to a shift of power to the:

The number of cumulative exposures achieved in given time period is called opportunities to see (OTS).

The technique designed to find out an advertisement's cost in reaching a particular product's target market is called:

In terms of media,local retailers tend to spend the most dollars on:

Billboard advertising normally has a very low CPM (cost per thousand exposures).

The exposure pattern or schedule used in an ad campaign is called:

Advertising in newspapers offers each of the following advantages,except:

Gross rating points are measured by multiplying ratings times frequency.

Outdoor advertising has changed dramatically through each of the following technologies,except:

The number one media used for business-to-business advertising is now television.

Outdoor advertising has changed dramatically with the development of new technologies,such as global positioning systems,wireless communications,and digital display technology.

CPRP stands for cost per rating point,which is a relative measure of the efficiency of a media vehicle relative to a firm's target market.

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