Question 1

The number of times 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 2

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 3

Recency theory is based on the concept of intrusion value.

Accepted Answer

A) True 
 B)False

Question 4

For many smaller local companies, the most viable advertising options include all of the following, except:

Accepted Answer

A)  newspapers 
B)  magazines 
C)  billboards 
D)  radio 
A)  newspapers 
B)  magazines 
C)  billboards 
D)  radio

Question 5

Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?

Accepted Answer

A)  10,000 
B)  40,000 
C)  50,000 
D)  gross impressions can't be calculated with the information provided 
A)  10,000 
B)  40,000 
C)  50,000 
D)  gross impressions can't be calculated with the information provided

Question 6

Intrusion value is the ability of media or an advertisement to capture a viewer without his or her voluntary attention.

Accepted Answer

A) True 
 B)False

Question 7

A summer camp with horse-riding trails that are open only from March to September would tend to budget media using which type of schedule?

Accepted Answer

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

Question 8

Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him. Now every ad for jewelry catches his attention. The approach that explains this is:

Accepted Answer

A)  intrusion value 
B)  media multiplier effect 
C)  recency theory 
D)  three-exposure hypothesis 
A)  intrusion value 
B)  media multiplier effect 
C)  recency theory 
D)  three-exposure hypothesis

Question 9

Television advertising rates are primarily determined by:

Accepted Answer

A)  Nielsen ratings 
B)  television share 
C)  frequency and reach 
D)  GRPs 
A)  Nielsen ratings 
B)  television share 
C)  frequency and reach 
D)  GRPs

Question 10

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 11

Newspapers are an excellent advertising medium for local companies.

Accepted Answer

A) True 
 B)False

Question 12

A flighting, or discontinuous, budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during Christmas, Valentine's Day, and Mother's Day.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Radio is a viable medium for business-to-business ads because it can reach business people while in transit to work and during office hours if they have the radio on at work.

Accepted Answer

A) True 
 B)False

Question 15

In Europe print media (magazines and newspapers) are the best way to reach consumers, while in Japan television is the most effective medium.

Accepted Answer

A) True 
 B)False

Question 16

OTS stands for:

Accepted Answer

A)  outstanding test series 
B)  overview of theory sequence 
C)  opportunity to see 
D)  oldest time score 
A)  outstanding test series 
B)  overview of theory sequence 
C)  opportunity to see 
D)  oldest time score

Question 17

Recency theory suggests that it is a waste of money when an advertisement reaches an individual or business that does not need a particular product or do not have an interest in the product.

Accepted Answer

A) True 
 B)False

Question 18

C3 is a rating for television commercials plus any viewing of those commercials three days after the original commercial ran.

Accepted Answer

A) True 
 B)False

Question 19

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 20

A media strategy is the process of:

Accepted Answer

A)  investigating the media usage of a product's target market 
B)  analyzing and choosing media for an advertising and promotions campaign 
C)  selecting the outlets of each media that will be used for an advertising campaign 
D)  choosing the proper appeal, message, strategy, and execution 
A)  investigating the media usage of a product's target market 
B)  analyzing and choosing media for an advertising and promotions campaign 
C)  selecting the outlets of each media that will be used for an advertising campaign 
D)  choosing the proper appeal, message, strategy, and execution

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

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

Recency theory is based on the concept of intrusion value.

For many smaller local companies, the most viable advertising options include all of the following, except:

Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?

Intrusion value is the ability of media or an advertisement to capture a viewer without his or her voluntary attention.

A summer camp with horse-riding trails that are open only from March to September would tend to budget media using which type of schedule?

Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him. Now every ad for jewelry catches his attention. The approach that explains this is:

Television advertising rates are primarily determined by:

Cost per rating point (CPRP) is the:

Newspapers are an excellent advertising medium for local companies.

A flighting, or discontinuous, budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during Christmas, Valentine's Day, and Mother's Day.

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

Radio is a viable medium for business-to-business ads because it can reach business people while in transit to work and during office hours if they have the radio on at work.

In Europe print media (magazines and newspapers) are the best way to reach consumers, while in Japan television is the most effective medium.

OTS stands for:

Recency theory suggests that it is a waste of money when an advertisement reaches an individual or business that does not need a particular product or do not have an interest in the product.

C3 is a rating for television commercials plus any viewing of those commercials three days after the original commercial ran.

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

A media strategy is the process of:

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

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

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

Recency theory is based on the concept of intrusion value.

For many smaller local companies, the most viable advertising options include all of the following, except:

Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?

Intrusion value is the ability of media or an advertisement to capture a viewer without his or her voluntary attention.

A summer camp with horse-riding trails that are open only from March to September would tend to budget media using which type of schedule?

Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him. Now every ad for jewelry catches his attention. The approach that explains this is:

Television advertising rates are primarily determined by:

Cost per rating point (CPRP) is the:

Newspapers are an excellent advertising medium for local companies.

A flighting, or discontinuous, budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during Christmas, Valentine's Day, and Mother's Day.

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

Radio is a viable medium for business-to-business ads because it can reach business people while in transit to work and during office hours if they have the radio on at work.

In Europe print media (magazines and newspapers) are the best way to reach consumers, while in Japan television is the most effective medium.

OTS stands for:

Recency theory suggests that it is a waste of money when an advertisement reaches an individual or business that does not need a particular product or do not have an interest in the product.

C3 is a rating for television commercials plus any viewing of those commercials three days after the original commercial ran.

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

A media strategy is the process of:

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