Question 1

Reach and frequency are, in essence, the same thing, because they show how many people saw an advertisement over a given time period.

Accepted Answer

A) True 
 B)False

Question 2

Client budgets for advertising have not kept up with the increase in the costs of advertising time and space.

Accepted Answer

A) True 
 B)False

Question 3

A media buyer's job is to purchase space as well as to negotiate rates, times, and schedules for ads.

Accepted Answer

A) True 
 B)False

Question 4

In terms of measuring reach and frequency, the typical time period is:

Accepted Answer

A)  one week 
B)  four weeks 
C)  eight weeks 
D)  one year 
A)  one week 
B)  four weeks 
C)  eight weeks 
D)  one year

Question 5

The media which features the best quality of color in ads is:

Accepted Answer

A)  magazines 
B)  newspapers 
C)  billboards 
D)  color quality is the same for most print media 
A)  magazines 
B)  newspapers 
C)  billboards 
D)  color quality is the same for most print media

Question 6

Radio advertising offers the advantage of having definable target markets based on the radio station's format.

Accepted Answer

A) True 
 B)False

Question 7

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 8

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 9

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 10

Ads in trade journals and other media have a better chance of being noticed by members of the buying center if the firm is either in a straight rebuy or a modified rebuy situation.

Accepted Answer

A) True 
 B)False

Question 11

Intrusion value is:

Accepted Answer

A)  the ability of an ad to capture a viewer's attention without his or her voluntary attention 
B)  the degree to which an ad is involuntarily recalled 
C)  the perception that an ad was effective 
D)  using separate attention process 
A)  the ability of an ad to capture a viewer's attention without his or her voluntary attention 
B)  the degree to which an ad is involuntarily recalled 
C)  the perception that an ad was effective 
D)  using separate attention process

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

The three-exposure hypothesis suggests that consumers have selective attention processes as they consider advertisements.

Accepted Answer

A) True 
 B)False

Question 14

The part of the media plan that reviews the fundamental marketing program is a(n):

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 15

Identifying the difference between consumer ads and business-to-business ads is becoming more difficult, especially in television, outdoor, and Internet ads.

Accepted Answer

A) True 
 B)False

Question 16

Define reach, frequency, continuity, and gross impressions.

Accepted Answer

Reach is the number of people, household

Question 17

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 18

Many of the goals of business-to-business advertisements are the same as those devoted to consumers.

Accepted Answer

A) True 
 B)False

Question 19

A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign.

Accepted Answer

A) True 
 B)False

Question 20

The three-exposure hypothesis suggests that:

Accepted Answer

A)  ads in three different media need to be used to have the maximum impact 
B)  a minimum of three exposures to an ad is necessary to be effective 
C)  a maximum of three exposures to an ad is necessary to be effective 
D)  three exposures to an ad will only work if the person viewing the ad is in the market for that particular product 
A)  ads in three different media need to be used to have the maximum impact 
B)  a minimum of three exposures to an ad is necessary to be effective 
C)  a maximum of three exposures to an ad is necessary to be effective 
D)  three exposures to an ad will only work if the person viewing the ad is in the market for that particular product

Reach and frequency are, in essence, the same thing, because they show how many people saw an advertisement over a given time period.

Client budgets for advertising have not kept up with the increase in the costs of advertising time and space.

A media buyer's job is to purchase space as well as to negotiate rates, times, and schedules for ads.

In terms of measuring reach and frequency, the typical time period is:

The media which features the best quality of color in ads is:

Radio advertising offers the advantage of having definable target markets based on the radio station's format.

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

Television offers the following advantages, except:

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

Ads in trade journals and other media have a better chance of being noticed by members of the buying center if the firm is either in a straight rebuy or a modified rebuy situation.

Intrusion value is:

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

The three-exposure hypothesis suggests that consumers have selective attention processes as they consider advertisements.

The part of the media plan that reviews the fundamental marketing program is a(n):

Identifying the difference between consumer ads and business-to-business ads is becoming more difficult, especially in television, outdoor, and Internet ads.

Define reach, frequency, continuity, and gross impressions.

Television offers the following advantages, except:

Many of the goals of business-to-business advertisements are the same as those devoted to consumers.

A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign.

The three-exposure hypothesis suggests that:

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

Reach and frequency are, in essence, the same thing, because they show how many people saw an advertisement over a given time period.

Client budgets for advertising have not kept up with the increase in the costs of advertising time and space.

A media buyer's job is to purchase space as well as to negotiate rates, times, and schedules for ads.

In terms of measuring reach and frequency, the typical time period is:

The media which features the best quality of color in ads is:

Radio advertising offers the advantage of having definable target markets based on the radio station's format.

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

Television offers the following advantages, except:

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

Ads in trade journals and other media have a better chance of being noticed by members of the buying center if the firm is either in a straight rebuy or a modified rebuy situation.

Intrusion value is:

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

The three-exposure hypothesis suggests that consumers have selective attention processes as they consider advertisements.

The part of the media plan that reviews the fundamental marketing program is a(n):

Identifying the difference between consumer ads and business-to-business ads is becoming more difficult, especially in television, outdoor, and Internet ads.

Define reach, frequency, continuity, and gross impressions.

Television offers the following advantages, except:

Many of the goals of business-to-business advertisements are the same as those devoted to consumers.

A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign.

The three-exposure hypothesis suggests that:

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