Question 1

Of the following media, the one that typically requires the longest lead time from ad development to ad appearance is:

Accepted Answer

A)  the internet. 
B)  magazines. 
C)  newspapers. 
D)  billboards. 
A)  the internet. 
B)  magazines. 
C)  newspapers. 
D)  billboards.

Question 2

One of the major disadvantages of magazines is the inability to advertise to specific target markets.

Accepted Answer

A) True 
 B)False

Question 3

A media buyer formulates a media program stating where and when to place advertisements.

Accepted Answer

A) True 
 B)False

Question 4

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 5

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)  out-of-home. 
A)  television. 
B)  radio. 
C)  magazines. 
D)  out-of-home.

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

The ________ formulates a plan as to where and when ads should run.

Accepted Answer

A)  creative 
B)  media planner 
C)  media buyer 
D)  client 
A)  creative 
B)  media planner 
C)  media buyer 
D)  client

Question 8

The recent shift in business-to-business advertising to more non-business media outlets is due to each of the following reasons except:

Accepted Answer

A)  business decision makers are also consumers of goods and services. 
B)  non-business outlets are not as costly and tend to be more effective. 
C)  difficulty of reaching members of the buying center when they are at work. 
D)  clutter in traditional business-to-business media. 
A)  business decision makers are also consumers of goods and services. 
B)  non-business outlets are not as costly and tend to be more effective. 
C)  difficulty of reaching members of the buying center when they are at work. 
D)  clutter in traditional business-to-business media.

Question 9

Many of the goals of business-to-business advertisements are the same as those devoted to consumers.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  the visual presentation of the product and/or logo. 
B)  a high level of frequency. 
C)  using persuasive advertising. 
D)  using an emotional appeal. 
A)  the visual presentation of the product and/or logo. 
B)  a high level of frequency. 
C)  using persuasive advertising. 
D)  using an emotional appeal.

Question 11

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 12

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

Accepted Answer

The advantages of magazines are: high se

Question 13

Cost per rating point is calculated as:

Accepted Answer

A)  cost of media buy divided by the vehicle's rating. 
B)  cost of media buy multiplied by the number of viewers. 
C)  ratings divided by gross exposures. 
D)  cost of media buy divided by gross exposures. 
A)  cost of media buy divided by the vehicle's rating. 
B)  cost of media buy multiplied by the number of viewers. 
C)  ratings divided by gross exposures. 
D)  cost of media buy divided by gross exposures.

Question 14

CPRP stands for cost per rating point and is a relative measure of the efficiency of a media vehicle relative to a firm's target market.

Accepted Answer

A) True 
 B)False

Question 15

Among the following ad campaigns, frequency would be highest for ________ second television spots.

Accepted Answer

A)  six 15 
B)  one 45 
C)  five 30 
D)  four 15 
A)  six 15 
B)  one 45 
C)  five 30 
D)  four 15

Question 16

Reach and frequency are, in essence, the same thing, because they show how many people encountered an advertisement during a given time period.

Accepted Answer

A) True 
 B)False

Question 17

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times, such as Christmas, Valentine's Day, and Mother's Day.

Accepted Answer

A) True 
 B)False

Question 18

Opportunities to see measures the impact or intensity of a media plan.

Accepted Answer

A) True 
 B)False

Question 19

If an advertisement is placed in three different places in Glamour magazine and then runs for five issues, the number of opportunities to see 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 20

Part of a media planner's job is to gather facts about various media.

Accepted Answer

A) True 
 B)False

Of the following media, the one that typically requires the longest lead time from ad development to ad appearance is:

One of the major disadvantages of magazines is the inability to advertise to specific target markets.

A media buyer formulates a media program stating where and when to place advertisements.

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.

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

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

The ________ formulates a plan as to where and when ads should run.

The recent shift in business-to-business advertising to more non-business media outlets is due to each of the following reasons except:

Many of the goals of business-to-business advertisements are the same as those devoted to consumers.

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

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:

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

Cost per rating point is calculated as:

CPRP stands for cost per rating point and is a relative measure of the efficiency of a media vehicle relative to a firm's target market.

Among the following ad campaigns, frequency would be highest for ________ second television spots.

Reach and frequency are, in essence, the same thing, because they show how many people encountered an advertisement during a given time period.

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times, such as Christmas, Valentine's Day, and Mother's Day.

Opportunities to see measures the impact or intensity of a media plan.

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

Part of a media planner's job is to gather facts about various media.

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

Of the following media, the one that typically requires the longest lead time from ad development to ad appearance is:

One of the major disadvantages of magazines is the inability to advertise to specific target markets.

A media buyer formulates a media program stating where and when to place advertisements.

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.

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

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

The ________ formulates a plan as to where and when ads should run.

The recent shift in business-to-business advertising to more non-business media outlets is due to each of the following reasons except:

Many of the goals of business-to-business advertisements are the same as those devoted to consumers.

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

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:

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

Cost per rating point is calculated as:

CPRP stands for cost per rating point and is a relative measure of the efficiency of a media vehicle relative to a firm's target market.

Among the following ad campaigns, frequency would be highest for ________ second television spots.

Reach and frequency are, in essence, the same thing, because they show how many people encountered an advertisement during a given time period.

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times, such as Christmas, Valentine's Day, and Mother's Day.

Opportunities to see measures the impact or intensity of a media plan.

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

Part of a media planner's job is to gather facts about various media.

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