Question 1

Individuals who are high users of social media also tend to:

Accepted Answer

A)  watch more television. 
B)  read more magazines. 
C)  read more newspapers. 
D)  pay closer attention to advertising. 
A)  watch more television. 
B)  read more magazines. 
C)  read more newspapers. 
D)  pay closer attention to advertising.

Question 2

Describe the roles of the media planner and the media buyer.

Accepted Answer

The media planner is the individual who

Question 3

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 4

If the objective of an advertising campaign is to increase brand recall, then the emphasis should be on:

Accepted Answer

A)  the characteristics of the target market. 
B)  a high level of frequency. 
C)  a high level of reach. 
D)  both a high level of frequency and a high level of reach. 
A)  the characteristics of the target market. 
B)  a high level of frequency. 
C)  a high level of reach. 
D)  both a high level of frequency and a high level of reach.

Question 5

Account executives and media buyers face stronger demands for results and accountability for expenditures on advertising.

Accepted Answer

A) True 
 B)False

Question 6

In a sequence of television commercials, advertisements placed at the beginning of the sequence have the best recall. Ads in the middle and end of the sequence have very little impact.

Accepted Answer

A) True 
 B)False

Question 7

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 8

Social media can be used to enrich television viewing experiences and actually drive consumers to watch more TV programs.

Accepted Answer

A) True 
 B)False

Question 9

For many smaller local companies, the least viable advertising option is:

Accepted Answer

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

Question 10

Gross impressions are:

Accepted Answer

A)  the total exposures of an audience to an advertisement. 
B)  calculated considering the percentage of a total audience who viewed an ad. 
C)  viewer reactions to the ad. 
D)  viewer loyalty to the medium. 
A)  the total exposures of an audience to an advertisement. 
B)  calculated considering the percentage of a total audience who viewed an ad. 
C)  viewer reactions to the ad. 
D)  viewer loyalty to the medium.

Question 11

Gross rating points are measured by multiplying ratings times the frequency.

Accepted Answer

A) True 
 B)False

Question 12

Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective.

Accepted Answer

A) True 
 B)False

Question 13

The number of households tuned into a program divided by the total number of households in the United States calculates a television program's:

Accepted Answer

A)  rating. 
B)  recall. 
C)  relevance. 
D)  reach. 
A)  rating. 
B)  recall. 
C)  relevance. 
D)  reach.

Question 14

Power has recently shifted and creatives now hold more power than media planners and buyers in many advertising agencies.

Accepted Answer

A) True 
 B)False

Question 15

A pulsating schedule means there is an even amount spent on advertising throughout the year.

Accepted Answer

A) True 
 B)False

Question 16

Cost per rating point 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 17

Marketers now post television commercials on YouTube simultaneously with the TV launch, which is a practice called:

Accepted Answer

A)  spot roll. 
B)  in-stream. 
C)  dynamic advertising. 
D)  pre-roll. 
A)  spot roll. 
B)  in-stream. 
C)  dynamic advertising. 
D)  pre-roll.

Question 18

A marketing analysis is a comprehensive review of a company's advertising campaigns.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  low cost per impression. 
B)  broad reach. 
C)  able to provide in-depth messages. 
D)  accessible for local ads. 
A)  low cost per impression. 
B)  broad reach. 
C)  able to provide in-depth messages. 
D)  accessible for local ads.

Question 20

A company seeking to build brand awareness through repeated exposures of the same ads is using high:

Accepted Answer

A)  frequency. 
B)  continuity. 
C)  exposure. 
D)  reach. 
A)  frequency. 
B)  continuity. 
C)  exposure. 
D)  reach.

Individuals who are high users of social media also tend to:

Describe the roles of the media planner and the media buyer.

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.

If the objective of an advertising campaign is to increase brand recall, then the emphasis should be on:

Account executives and media buyers face stronger demands for results and accountability for expenditures on advertising.

In a sequence of television commercials, advertisements placed at the beginning of the sequence have the best recall. Ads in the middle and end of the sequence have very little impact.

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

Social media can be used to enrich television viewing experiences and actually drive consumers to watch more TV programs.

For many smaller local companies, the least viable advertising option is:

Gross impressions are:

Gross rating points are measured by multiplying ratings times the frequency.

Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective.

The number of households tuned into a program divided by the total number of households in the United States calculates a television program's:

Power has recently shifted and creatives now hold more power than media planners and buyers in many advertising agencies.

A pulsating schedule means there is an even amount spent on advertising throughout the year.

Cost per rating point is the:

Marketers now post television commercials on YouTube simultaneously with the TV launch, which is a practice called:

A marketing analysis is a comprehensive review of a company's advertising campaigns.

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

A company seeking to build brand awareness through repeated exposures of the same ads is using high:

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

Individuals who are high users of social media also tend to:

Describe the roles of the media planner and the media buyer.

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.

If the objective of an advertising campaign is to increase brand recall, then the emphasis should be on:

Account executives and media buyers face stronger demands for results and accountability for expenditures on advertising.

In a sequence of television commercials, advertisements placed at the beginning of the sequence have the best recall. Ads in the middle and end of the sequence have very little impact.

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

Social media can be used to enrich television viewing experiences and actually drive consumers to watch more TV programs.

For many smaller local companies, the least viable advertising option is:

Gross impressions are:

Gross rating points are measured by multiplying ratings times the frequency.

Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective.

The number of households tuned into a program divided by the total number of households in the United States calculates a television program's:

Power has recently shifted and creatives now hold more power than media planners and buyers in many advertising agencies.

A pulsating schedule means there is an even amount spent on advertising throughout the year.

Cost per rating point is the:

Marketers now post television commercials on YouTube simultaneously with the TV launch, which is a practice called:

A marketing analysis is a comprehensive review of a company's advertising campaigns.

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

A company seeking to build brand awareness through repeated exposures of the same ads is using high:

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