Question 1

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 2

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, such as CBS News.

Accepted Answer

A) True 
 B)False

Question 3

Effective frequency 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 4

Nielsen ratings are used to measure effective reach and effective frequency for television campaigns.

Accepted Answer

A) True 
 B)False

Question 5

All of the following are advantages of using radio except:

Accepted Answer

A)  low production costs. 
B)  flexibility. 
C)  long exposure time. 
D)  intimacy. 
A)  low production costs. 
B)  flexibility. 
C)  long exposure time. 
D)  intimacy.

Question 6

In business-to-business advertising, as more dollars are shifted to non-business 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 7

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

Accepted Answer

The advantages are: lower cost per spot

Question 8

In terms of reach and frequency, the time period usually used for measurement purposes is one week.

Accepted Answer

A) True 
 B)False

Question 9

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. 
A)  gross rating points. 
B)  effective reach. 
C)  effective frequency. 
D)  opportunities to see.

Question 10

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 11

A new system called "On Demand C3" produces a rating for:

Accepted Answer

A)  the television show as well as each ad pod. 
B)  an entire ad pod. 
C)  each ad within a pod that has been viewed within 3 days. 
D)  each ad within a pod and any post launch viewing within 3 days on DVRs. 
A)  the television show as well as each ad pod. 
B)  an entire ad pod. 
C)  each ad within a pod that has been viewed within 3 days. 
D)  each ad within a pod and any post launch viewing within 3 days on DVRs.

Question 12

Effective reach is the percentage of an audience that is exposed to an advertising message.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A)  magazines. 
B)  newspapers. 
C)  billboards. 
D)  trade journals. 
A)  magazines. 
B)  newspapers. 
C)  billboards. 
D)  trade journals.

Question 14

DirecTV targeting television ads for high-end automobiles to its subscribers who are watching sports and have family incomes above $100,000 is called:

Accepted Answer

A)  spot ratings. 
B)  targeted ratings. 
C)  dynamic advertising. 
D)  C3 ratings. 
A)  spot ratings. 
B)  targeted ratings. 
C)  dynamic advertising. 
D)  C3 ratings.

Question 15

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 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 16

In business-to-business advertising, the majority of advertising dollars goes to print media and especially to magazines, both trade and business-related magazines.

Accepted Answer

A) True 
 B)False

Question 17

Hershey advertises throughout the year but more during the holidays. Which type of approach is Hershey using?

Accepted Answer

A)  A continuous campaign 
B)  Gross impressions 
C)  A pulsating campaign 
D)  A flighting (or discontinuous) campaign 
A)  A continuous campaign 
B)  Gross impressions 
C)  A pulsating campaign 
D)  A flighting (or discontinuous) campaign

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

The primary advantage radio has that is not available in the other mass media outlets is:

Accepted Answer

A)  low cost per contact. 
B)  intimacy. 
C)  long exposure duration. 
D)  highly targeted market segmentation. 
A)  low cost per contact. 
B)  intimacy. 
C)  long exposure duration. 
D)  highly targeted market segmentation.

Question 20

Recency theory is based on the concept of intrusion value.

Accepted Answer

A) True 
 B)False

OTS stands for:

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, such as CBS News.

Effective frequency refers to the:

Nielsen ratings are used to measure effective reach and effective frequency for television campaigns.

All of the following are advantages of using radio except:

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

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

In terms of reach and frequency, the time period usually used for measurement purposes is one week.

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

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

A new system called "On Demand C3" produces a rating for:

Effective reach is the percentage of an audience that is exposed to an advertising message.

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

DirecTV targeting television ads for high-end automobiles to its subscribers who are watching sports and have family incomes above $100,000 is called:

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 is:

In business-to-business advertising, the majority of advertising dollars goes to print media and especially to magazines, both trade and business-related magazines.

Hershey advertises throughout the year but more during the holidays. Which type of approach is Hershey using?

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

The primary advantage radio has that is not available in the other mass media outlets is:

Recency theory is based on the concept of intrusion value.

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

OTS stands for:

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, such as CBS News.

Effective frequency refers to the:

Nielsen ratings are used to measure effective reach and effective frequency for television campaigns.

All of the following are advantages of using radio except:

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

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

In terms of reach and frequency, the time period usually used for measurement purposes is one week.

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

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

A new system called "On Demand C3" produces a rating for:

Effective reach is the percentage of an audience that is exposed to an advertising message.

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

DirecTV targeting television ads for high-end automobiles to its subscribers who are watching sports and have family incomes above $100,000 is called:

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 is:

In business-to-business advertising, the majority of advertising dollars goes to print media and especially to magazines, both trade and business-related magazines.

Hershey advertises throughout the year but more during the holidays. Which type of approach is Hershey using?

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

The primary advantage radio has that is not available in the other mass media outlets is:

Recency theory is based on the concept of intrusion value.

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