Question 1

Television offers all of the following advantages except:

Accepted Answer

A)  high reach. 
B)  high frequency potential. 
C)  low cost per contact. 
D)  narrowly defined target markets. 
A)  high reach. 
B)  high frequency potential. 
C)  low cost per contact. 
D)  narrowly defined target markets.

Question 2

In Europe print media provide the best way to reach consumers, while in Japan television is the most effective medium.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

The advantages of newspapers are: they g

Question 4

One of the key advantages of magazine advertisements is the short lead-time available, which allows the advertiser to react to current events.

Accepted Answer

A) True 
 B)False

Question 5

A spot ad is:

Accepted Answer

A)  a one-time placement of an ad on a local television station. 
B)  one that is placed in a specific location in an ad sequence. 
C)  the placement of an ad series on a specific television show. 
D)  a one-time placement of an ad in a magazine or other print media. 
A)  a one-time placement of an ad on a local television station. 
B)  one that is placed in a specific location in an ad sequence. 
C)  the placement of an ad series on a specific television show. 
D)  a one-time placement of an ad in a magazine or other print media.

Question 6

What is the relationship between the size of an ad agency and the price it pays for spots on television or radio?

Accepted Answer

A)  The bigger the company, the more that will be paid for advertising. 
B)  The bigger the company, the less that will be paid for advertising. 
C)  Medium-sized companies get the best deal. 
D)  There is no consistent relationship. 
A)  The bigger the company, the more that will be paid for advertising. 
B)  The bigger the company, the less that will be paid for advertising. 
C)  Medium-sized companies get the best deal. 
D)  There is no consistent relationship.

Question 7

Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?

Accepted Answer

A)  10,000 
B)  40,000 
C)  50,000 
D)  Gross impressions can't be calculated with the information provided 
A)  10,000 
B)  40,000 
C)  50,000 
D)  Gross impressions can't be calculated with the information provided

Question 8

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 9

Media planners utilize spot TV purchases because of the high cost of national ad time and because 75 to 80 percent of prime-time slots are sold during the spring, shortly after they go on the market.

Accepted Answer

A) True 
 B)False

Question 10

Client budgets for advertising have exceeded the increase in the costs of advertising time and space.

Accepted Answer

A) True 
 B)False

Question 11

CPM measures the length of time an advertisement runs.

Accepted Answer

A) True 
 B)False

Question 12

What are the primary benefits of out-of-home advertising? The primary problems?

Accepted Answer

The advantages of out-of-home advertisin

Question 13

The percentage of a target audience that 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 14

By monitoring online social chatter, brand managers that want to advertise on television can gain:

Accepted Answer

A)  data regarding what fans are saying about various brands. 
B)  information about which ads are being watched on TV. 
C)  a better perspective regarding the television shows that offer the best match for placing ads. 
D)  information on which social media to use with television and radio advertising. 
A)  data regarding what fans are saying about various brands. 
B)  information about which ads are being watched on TV. 
C)  a better perspective regarding the television shows that offer the best match for placing ads. 
D)  information on which social media to use with television and radio advertising.

Question 15

Television offers all of the following advantages except:

Accepted Answer

A)  low cost. 
B)  quality creative opportunities. 
C)  high frequency potential. 
D)  high intrusion value. 
A)  low cost. 
B)  quality creative opportunities. 
C)  high frequency potential. 
D)  high intrusion value.

Question 16

One reason for using nonbusiness media to reach business buyers is the difficulty getting through to decision makers, users, and influencers in the buying center. This is especially true in ________ situations.

Accepted Answer

A)  straight rebuy 
B)  modified rebuy 
C)  new task purchase 
D)  both modified rebuy and new task 
A)  straight rebuy 
B)  modified rebuy 
C)  new task purchase 
D)  both modified rebuy and new task

Question 17

Which of the following measures the average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period?

Accepted Answer

A)  Reach 
B)  Frequency 
C)  Demographics 
D)  Impressions 
A)  Reach 
B)  Frequency 
C)  Demographics 
D)  Impressions

Question 18

If effective reach and/or effective frequency are too high:

Accepted Answer

A)  the company needs a larger advertising budget. 
B)  the company spent all of its advertising budget. 
C)  some of the company's budget is very likely being wasted on extra exposures. 
D)  the company may need to choose additional media for future ads. 
A)  the company needs a larger advertising budget. 
B)  the company spent all of its advertising budget. 
C)  some of the company's budget is very likely being wasted on extra exposures. 
D)  the company may need to choose additional media for future ads.

Question 19

In the business-to-business arena, applying recency theory means that ads should appear in a number of outlets rather than a series of ads in one trade journal.

Accepted Answer

A) True 
 B)False

Question 20

All of the following are advantages of using radio except:

Accepted Answer

A)  high segmentation potential. 
B)  flexibility in making new ads. 
C)  able to modify ads to local conditions. 
D)  easy national purchase procedures. 
A)  high segmentation potential. 
B)  flexibility in making new ads. 
C)  able to modify ads to local conditions. 
D)  easy national purchase procedures.

Television offers all of the following advantages except:

In Europe print media provide the best way to reach consumers, while in Japan television is the most effective medium.

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

One of the key advantages of magazine advertisements is the short lead-time available, which allows the advertiser to react to current events.

A spot ad is:

What is the relationship between the size of an ad agency and the price it pays for spots on television or radio?

Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?

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.

Media planners utilize spot TV purchases because of the high cost of national ad time and because 75 to 80 percent of prime-time slots are sold during the spring, shortly after they go on the market.

Client budgets for advertising have exceeded the increase in the costs of advertising time and space.

CPM measures the length of time an advertisement runs.

What are the primary benefits of out-of-home advertising? The primary problems?

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

By monitoring online social chatter, brand managers that want to advertise on television can gain:

Television offers all of the following advantages except:

One reason for using nonbusiness media to reach business buyers is the difficulty getting through to decision makers, users, and influencers in the buying center. This is especially true in ________ situations.

Which of the following measures the average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period?

If effective reach and/or effective frequency are too high:

In the business-to-business arena, applying recency theory means that ads should appear in a number of outlets rather than a series of ads in one trade journal.

All of the following are advantages of using radio except:

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

Television offers all of the following advantages except:

In Europe print media provide the best way to reach consumers, while in Japan television is the most effective medium.

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

One of the key advantages of magazine advertisements is the short lead-time available, which allows the advertiser to react to current events.

A spot ad is:

What is the relationship between the size of an ad agency and the price it pays for spots on television or radio?

Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?

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.

Media planners utilize spot TV purchases because of the high cost of national ad time and because 75 to 80 percent of prime-time slots are sold during the spring, shortly after they go on the market.

Client budgets for advertising have exceeded the increase in the costs of advertising time and space.

CPM measures the length of time an advertisement runs.

What are the primary benefits of out-of-home advertising? The primary problems?

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

By monitoring online social chatter, brand managers that want to advertise on television can gain:

Television offers all of the following advantages except:

One reason for using nonbusiness media to reach business buyers is the difficulty getting through to decision makers, users, and influencers in the buying center. This is especially true in ________ situations.

Which of the following measures the average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period?

If effective reach and/or effective frequency are too high:

In the business-to-business arena, applying recency theory means that ads should appear in a number of outlets rather than a series of ads in one trade journal.

All of the following are advantages of using radio except:

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