Question 1

The part of the media plan that notes when and where ads will appear is the:

Accepted Answer

A)  marketing analysis. 
B)  advertising analysis. 
C)  media strategy. 
D)  media schedule. 
A)  marketing analysis. 
B)  advertising analysis. 
C)  media strategy. 
D)  media schedule.

Question 2

In terms of football's Super Bowl and advertising, all of the following statements are true except:

Accepted Answer

A)  73% of Super Bowl game viewers consider the ads to be entertaining. 
B)  pre-rolling of ads is typically done on the brand's website so the brand can monitor comments and control any negative reaction. 
C)  many advertisers now spend as much time developing a marketing plan for the pre-roll of ads as they do for the actual Super Bowl ad. 
D)  advertisers now gain immediate feedback of its Super Bowl ads through monitoring social media buzz during and immediately following the game. 
A)  73% of Super Bowl game viewers consider the ads to be entertaining. 
B)  pre-rolling of ads is typically done on the brand's website so the brand can monitor comments and control any negative reaction. 
C)  many advertisers now spend as much time developing a marketing plan for the pre-roll of ads as they do for the actual Super Bowl ad. 
D)  advertisers now gain immediate feedback of its Super Bowl ads through monitoring social media buzz during and immediately following the game.

Question 3

Advertising in newspapers has all of the following disadvantages except:

Accepted Answer

A)  poor national buying procedures. 
B)  short life span. 
C)  poor quality reproduction. 
D)  low credibility. 
A)  poor national buying procedures. 
B)  short life span. 
C)  poor quality reproduction. 
D)  low credibility.

Question 4

Many advertisers doubt the validity of the three-exposure hypothesis primarily because of:

Accepted Answer

A)  the number of media now available to advertisers has increased substantially. 
B)  ad clutter. 
C)  the power of the internet. 
D)  the synergistic effect of using multiple media in an advertising campaign. 
A)  the number of media now available to advertisers has increased substantially. 
B)  ad clutter. 
C)  the power of the internet. 
D)  the synergistic effect of using multiple media in an advertising campaign.

Question 5

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 6

Radio has the advantage of intimacy, in which the DJ talks directly to the listener.

Accepted Answer

A) True 
 B)False

Question 7

Out-of-home advertising tends to have a high level of credibility with consumers.

Accepted Answer

A) True 
 B)False

Question 8

Effective reach refers to the:

Accepted Answer

A)  number of times a target audience must be exposed to an ad for it to be effective. 
B)  percentage of the audience that must be exposed to an ad to achieve an objective. 
C)  percentage of the audience that has seen the ad a minimum of three times. 
D)  degree of selective attention given by the target audience relative to the objective. 
A)  number of times a target audience must be exposed to an ad for it to be effective. 
B)  percentage of the audience that must be exposed to an ad to achieve an objective. 
C)  percentage of the audience that has seen the ad a minimum of three times. 
D)  degree of selective attention given by the target audience relative to the objective.

Question 9

All of the following are disadvantages of out-of-home 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 10

One approach in ratings that has been growing in use is to provide a rating for the actual commercial time slot rather than the television program.

Accepted Answer

A) True 
 B)False

Question 11

Ads on the sides of city buses is a form of out-of-home advertising.

Accepted Answer

A) True 
 B)False

Question 12

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 13

A company that manufactures washing machines is most likely to invest in a ________ advertising campaign.

Accepted Answer

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

Question 14

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

Accepted Answer

A)  in non-business environments. 
B)  for trade journals. 
C)  for television advertising. 
D)  in alternative media outlets. 
A)  in non-business environments. 
B)  for trade journals. 
C)  for television advertising. 
D)  in alternative media outlets.

Question 15

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

Accepted Answer

A)  15.3 percent of viewers of CSI watched the ads during the show. 
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)  15.3 percent of viewers of CSI watched the ads during the show. 
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 16

If an advertisement appears on the CSI television show three times and the show has a Nielsen rating of 12.3, the gross rating points (GRP) would be:

Accepted Answer

A)  4.1. 
B)  12.3. 
C)  36.9. 
D)  there is not enough information to calculate the GRP. 
A)  4.1. 
B)  12.3. 
C)  36.9. 
D)  there is not enough information to calculate the GRP.

Question 17

Continuity is the exposure pattern or schedule used in an advertising campaign.

Accepted Answer

A) True 
 B)False

Question 18

The number of households tuned into a program divided by the total number of households with a television turned on calculates:

Accepted Answer

A)  the rating. 
B)  recall. 
C)  the share. 
D)  frequency. 
A)  the rating. 
B)  recall. 
C)  the share. 
D)  frequency.

Question 19

Successful marketing involves identifying target markets and the right media to reach the members of those markets.

Accepted Answer

A) True 
 B)False

Question 20

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.

The part of the media plan that notes when and where ads will appear is the:

In terms of football's Super Bowl and advertising, all of the following statements are true except:

Advertising in newspapers has all of the following disadvantages except:

Many advertisers doubt the validity of the three-exposure hypothesis primarily because of:

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

Radio has the advantage of intimacy, in which the DJ talks directly to the listener.

Out-of-home advertising tends to have a high level of credibility with consumers.

Effective reach refers to the:

All of the following are disadvantages of out-of-home advertising except:

One approach in ratings that has been growing in use is to provide a rating for the actual commercial time slot rather than the television program.

Ads on the sides of city buses is a form of out-of-home advertising.

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

A company that manufactures washing machines is most likely to invest in a ________ advertising campaign.

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

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

If an advertisement appears on the CSI television show three times and the show has a Nielsen rating of 12.3, the gross rating points (GRP) would be:

Continuity is the exposure pattern or schedule used in an advertising campaign.

The number of households tuned into a program divided by the total number of households with a television turned on calculates:

Successful marketing involves identifying target markets and the right media to reach the members of those markets.

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

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Digital Marketing

Social Media

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 7: Traditional Media Channels

The part of the media plan that notes when and where ads will appear is the:

In terms of football's Super Bowl and advertising, all of the following statements are true except:

Advertising in newspapers has all of the following disadvantages except:

Many advertisers doubt the validity of the three-exposure hypothesis primarily because of:

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

Radio has the advantage of intimacy, in which the DJ talks directly to the listener.

Out-of-home advertising tends to have a high level of credibility with consumers.

Effective reach refers to the:

All of the following are disadvantages of out-of-home advertising except:

One approach in ratings that has been growing in use is to provide a rating for the actual commercial time slot rather than the television program.

Ads on the sides of city buses is a form of out-of-home advertising.

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

A company that manufactures washing machines is most likely to invest in a ________ advertising campaign.

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

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

If an advertisement appears on the CSI television show three times and the show has a Nielsen rating of 12.3, the gross rating points (GRP) would be:

Continuity is the exposure pattern or schedule used in an advertising campaign.

The number of households tuned into a program divided by the total number of households with a television turned on calculates:

Successful marketing involves identifying target markets and the right media to reach the members of those markets.

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

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Digital Marketing

Social Media

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