Question 1

A spot ad is an advertisement that is placed in a specific spot in the ad rotation in an ad series.

Accepted Answer

A) True 
 B)False

Question 2

A new interaction between use of social media and watching television has emerged.

Accepted Answer

A) True 
 B)False

Question 3

Although there are a large number of media buying agencies throughout the world, nearly 75 percent of all media buying is conducted by:

Accepted Answer

A)  six large global agencies or their holding agencies 
B)  U.S. agencies 
C)  European agencies 
D)  the WPP group 
A)  six large global agencies or their holding agencies 
B)  U.S. agencies 
C)  European agencies 
D)  the WPP group

Question 4

If three advertisements are placed on a weekly television show for six weeks, the number of OTS is 18.

Accepted Answer

A) True 
 B)False

Question 5

Frequency 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)  number of people who place a particular brand into their evoked sets 
C)  number of people who purchase the product 
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)  number of people who place a particular brand into their evoked sets 
C)  number of people who purchase the product 
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 6

Which of these media offers the most extensive coverage and the highest reach?

Accepted Answer

A)  radio 
B)  newspapers 
C)  television 
D)  the Internet 
A)  radio 
B)  newspapers 
C)  television 
D)  the Internet

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

A company that manufactures washing machines is most likely to invest in which type of advertising campaign?

Accepted Answer

A)  continuous campaign 
B)  flighting, or discontinuous, campaign 
C)  reach campaign 
D)  pulsating campaign 
A)  continuous campaign 
B)  flighting, or discontinuous, campaign 
C)  reach campaign 
D)  pulsating campaign

Question 9

A Nielsen rating of 15.3 for a CSI television show means:

Accepted Answer

A)  15 percent of all televisions 
B)  of the televisions that were turned on in the U.S., 15.3 percent were tuned to the CSI show 
C)  15.3 percent of all televisions in the U.S. were tuned to the CSI show 
D)  of those watching the CSI show, 15.3 percent matched the advertisers target market 
A)  15 percent of all televisions 
B)  of the televisions that were turned on in the U.S., 15.3 percent were tuned to the CSI show 
C)  15.3 percent of all televisions in the U.S. were tuned to the CSI show 
D)  of those watching the CSI show, 15.3 percent matched the advertisers target market

Question 10

In general, an advertising campaign featuring ads in two or more different types of media has a greater effective reach than a campaign with the same number of total ads, but using only one medium.

Accepted Answer

A) True 
 B)False

Question 11

An advertising analysis is a comprehensive review of a company's fundamental marketing program.

Accepted Answer

A) True 
 B)False

Question 12

Television has the advantage of intrusion value.

Accepted Answer

A) True 
 B)False

Question 13

Part of a media planner's job is to gather facts about various media.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

The advantages are: lower cost per spot

Question 15

Newspapers offer the best quality color print reproduction.

Accepted Answer

A) True 
 B)False

Question 16

In terms of business-to-business advertising expenditures, the most dollars are spent on:

Accepted Answer

A)  television 
B)  the Internet 
C)  business publications 
D)  newspapers 
A)  television 
B)  the Internet 
C)  business publications 
D)  newspapers

Question 17

In business-to-business advertising, as more dollars are shifted to nonbusiness type of media, the amount being spent on:

Accepted Answer

A)  print media has steadily increased 
B)  trade journals and consumer magazines has steadily increased 
C)  television, newspapers, and consumer magazines has steadily increased 
D)  television and radio has steadily increased 
A)  print media has steadily increased 
B)  trade journals and consumer magazines has steadily increased 
C)  television, newspapers, and consumer magazines has steadily increased 
D)  television and radio has steadily increased

Question 18

In determining the optimal media mix for an advertising campaign, the best sources of information would be:

Accepted Answer

A)  media representatives 
B)  creatives and traffic managers 
C)  account planners and account executives 
D)  media planners and media buyers 
A)  media representatives 
B)  creatives and traffic managers 
C)  account planners and account executives 
D)  media planners and media buyers

Question 19

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

Question 20

Many television shows now run as many as 19 minutes of commercials per hour of programming.

Accepted Answer

A) True 
 B)False

A spot ad is an advertisement that is placed in a specific spot in the ad rotation in an ad series.

A new interaction between use of social media and watching television has emerged.

Although there are a large number of media buying agencies throughout the world, nearly 75 percent of all media buying is conducted by:

If three advertisements are placed on a weekly television show for six weeks, the number of OTS is 18.

Frequency is the:

Which of these media offers the most extensive coverage and the highest reach?

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

A company that manufactures washing machines is most likely to invest in which type of advertising campaign?

A Nielsen rating of 15.3 for a CSI television show means:

In general, an advertising campaign featuring ads in two or more different types of media has a greater effective reach than a campaign with the same number of total ads, but using only one medium.

An advertising analysis is a comprehensive review of a company's fundamental marketing program.

Television has the advantage of intrusion value.

Part of a media planner's job is to gather facts about various media.

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

Newspapers offer the best quality color print reproduction.

In terms of business-to-business advertising expenditures, the most dollars are spent on:

In business-to-business advertising, as more dollars are shifted to nonbusiness type of media, the amount being spent on:

In determining the optimal media mix for an advertising campaign, the best sources of information would be:

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

Many television shows now run as many as 19 minutes of commercials per hour of programming.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 8: Traditional Media Channels

A spot ad is an advertisement that is placed in a specific spot in the ad rotation in an ad series.

A new interaction between use of social media and watching television has emerged.

Although there are a large number of media buying agencies throughout the world, nearly 75 percent of all media buying is conducted by:

If three advertisements are placed on a weekly television show for six weeks, the number of OTS is 18.

Frequency is the:

Which of these media offers the most extensive coverage and the highest reach?

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

A company that manufactures washing machines is most likely to invest in which type of advertising campaign?

A Nielsen rating of 15.3 for a CSI television show means:

In general, an advertising campaign featuring ads in two or more different types of media has a greater effective reach than a campaign with the same number of total ads, but using only one medium.

An advertising analysis is a comprehensive review of a company's fundamental marketing program.

Television has the advantage of intrusion value.

Part of a media planner's job is to gather facts about various media.

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

Newspapers offer the best quality color print reproduction.

In terms of business-to-business advertising expenditures, the most dollars are spent on:

In business-to-business advertising, as more dollars are shifted to nonbusiness type of media, the amount being spent on:

In determining the optimal media mix for an advertising campaign, the best sources of information would be:

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

Many television shows now run as many as 19 minutes of commercials per hour of programming.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters