Question 1

Of the following advertising media, the one with the highest level of credibility is:

Accepted Answer

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

Question 2

If an advertisement is placed in three different places in Glamour and then runs for five issues, the number of opportunities to see (OTS) would be:

Accepted Answer

A)  3 
B)  5 
C)  15 
D)  depends on the gross rating points for Glamour 
A)  3 
B)  5 
C)  15 
D)  depends on the gross rating points for Glamour

Question 3

Name the challenges present in business-to-business media selection and in international media selection.

Accepted Answer

The challenges in business-to-business a

Question 4

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in 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 5

CPM (cost per thousand) measures the length of time an advertisement runs.

Accepted Answer

A) True 
 B)False

Question 6

Reach is the number of people, households, or businesses in a target market that are exposed to a message at least once during a given time period.

Accepted Answer

A) True 
 B)False

Question 7

Ads placed on a television show each week for three months offer the opportunity for greater frequency as compared to placing one advertisement on the Super Bowl.

Accepted Answer

A) True 
 B)False

Question 8

If 100,000 people are exposed to an advertisement, the total gross impressions are 100,000 regardless of whether the people actually watched the ad or not.

Accepted Answer

A) True 
 B)False

Question 9

Gross impressions are the number of times an individual is exposed to an advertisement.

Accepted Answer

A) True 
 B)False

Question 10

Currently, over half of all business advertising dollars are spent:

Accepted Answer

A)  in nonbusiness environments 
B)  for trade journals 
C)  for television advertising 
D)  in alternative media outlets 
A)  in nonbusiness environments 
B)  for trade journals 
C)  for television advertising 
D)  in alternative media outlets

Question 11

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

Accepted Answer

The benefits are: high reach, high frequ

Question 12

The rating of a television show is measured by dividing the number of households tuned into a particular program by the number of households with a television turned on.

Accepted Answer

A) True 
 B)False

Question 13

The person who buys space and also negotiates rates, times, and schedules for ads is normally the creative.

Accepted Answer

A) True 
 B)False

Question 14

The dollar cost of reaching 1,000 members of a media vehicle's audience is the:

Accepted Answer

A)  cost per thousand (CPM) 
B)  gross rating points (GRP) 
C)  cost per million 
D)  effective reach 
A)  cost per thousand (CPM) 
B)  gross rating points (GRP) 
C)  cost per million 
D)  effective reach

Question 15

The following are disadvantages of outdoor advertising, except:

Accepted Answer

A)  short exposure time 
B)  high cost per impression 
C)  brief message duration 
D)  little segmentation possible 
A)  short exposure time 
B)  high cost per impression 
C)  brief message duration 
D)  little segmentation possible

Question 16

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

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 17

Recency theory suggests a person must see an advertisement three times before it will have an effect.

Accepted Answer

A) True 
 B)False

Question 18

If an advertisement costs $200,000, the number of viewers is 2,000,000, and the rating is 2.0, then the cost per rating point (CPRP) is:

Accepted Answer

A)  $100 
B)  $1,000 
C)  $10,000 
D)  $100,000 
A)  $100 
B)  $1,000 
C)  $10,000 
D)  $100,000

Question 19

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

Accepted Answer

The advantages of magazines are: high se

Question 20

Of the following media, the one that is least able to target specific target markets is:

Accepted Answer

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

Of the following advertising media, the one with the highest level of credibility is:

If an advertisement is placed in three different places in Glamour and then runs for five issues, the number of opportunities to see (OTS) would be:

Name the challenges present in business-to-business media selection and in international media selection.

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

CPM (cost per thousand) measures the length of time an advertisement runs.

Reach is the number of people, households, or businesses in a target market that are exposed to a message at least once during a given time period.

Ads placed on a television show each week for three months offer the opportunity for greater frequency as compared to placing one advertisement on the Super Bowl.

If 100,000 people are exposed to an advertisement, the total gross impressions are 100,000 regardless of whether the people actually watched the ad or not.

Gross impressions are the number of times an individual is exposed to an advertisement.

Currently, over half of all business advertising dollars are spent:

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

The rating of a television show is measured by dividing the number of households tuned into a particular program by the number of households with a television turned on.

The person who buys space and also negotiates rates, times, and schedules for ads is normally the creative.

The dollar cost of reaching 1,000 members of a media vehicle's audience is the:

The following are disadvantages of outdoor advertising, except:

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

Recency theory suggests a person must see an advertisement three times before it will have an effect.

If an advertisement costs $200,000, the number of viewers is 2,000,000, and the rating is 2.0, then the cost per rating point (CPRP) is:

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

Of the following media, the one that is least able to target specific target markets is:

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

Of the following advertising media, the one with the highest level of credibility is:

If an advertisement is placed in three different places in Glamour and then runs for five issues, the number of opportunities to see (OTS) would be:

Name the challenges present in business-to-business media selection and in international media selection.

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

CPM (cost per thousand) measures the length of time an advertisement runs.

Reach is the number of people, households, or businesses in a target market that are exposed to a message at least once during a given time period.

Ads placed on a television show each week for three months offer the opportunity for greater frequency as compared to placing one advertisement on the Super Bowl.

If 100,000 people are exposed to an advertisement, the total gross impressions are 100,000 regardless of whether the people actually watched the ad or not.

Gross impressions are the number of times an individual is exposed to an advertisement.

Currently, over half of all business advertising dollars are spent:

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

The rating of a television show is measured by dividing the number of households tuned into a particular program by the number of households with a television turned on.

The person who buys space and also negotiates rates, times, and schedules for ads is normally the creative.

The dollar cost of reaching 1,000 members of a media vehicle's audience is the:

The following are disadvantages of outdoor advertising, except:

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

Recency theory suggests a person must see an advertisement three times before it will have an effect.

If an advertisement costs $200,000, the number of viewers is 2,000,000, and the rating is 2.0, then the cost per rating point (CPRP) is:

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

Of the following media, the one that is least able to target specific target markets is:

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