Question 1

The media multiplier effect refers to the combined impact of using two or more media, which is stronger than using either medium alone.

Accepted Answer

A) True 
 B)False

Question 2

Television advertising rates are primarily determined by:

Accepted Answer

A)  Nielsen ratings. 
B)  television share. 
C)  frequency and reach. 
D)  GRPs. 
A)  Nielsen ratings. 
B)  television share. 
C)  frequency and reach. 
D)  GRPs.

Question 3

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

Accepted Answer

The benefits are: high reach, high frequ

Question 4

Intrusion value is:

Accepted Answer

A)  the ability of an ad to capture a viewer's attention without his or her voluntary attention. 
B)  the degree to which an ad is involuntarily recalled. 
C)  the perception that an ad was effective. 
D)  using separate attention processes. 
A)  the ability of an ad to capture a viewer's attention without his or her voluntary attention. 
B)  the degree to which an ad is involuntarily recalled. 
C)  the perception that an ad was effective. 
D)  using separate attention processes.

Question 5

Television has the potential to offer advertisers the most extensive coverage and highest reach of any medium.

Accepted Answer

A) True 
 B)False

Question 6

In general, an advertising campaign featuring ads in two or more different types of media has a greater effective reach than a campaign with the same number of total ads, but using only one medium.

Accepted Answer

A) True 
 B)False

Question 7

Of the print media available to advertisers, newspapers offer the best quality color print reproduction.

Accepted Answer

A) True 
 B)False

Question 8

Identify the components of a media plan.

Accepted Answer

Marketing analysis, advertisin

Question 9

A pulsating schedule for advertising a lawn service would have ads just during specific times of the year, such as spring and summer months, with none during the remainder of the year.

Accepted Answer

A) True 
 B)False

Question 10

Using media time in a steady stream throughout an entire year is which type of media budget schedule?

Accepted Answer

A)  Continuous 
B)  Pulsating 
C)  Flighting, or discontinuous 
D)  Frequency 
A)  Continuous 
B)  Pulsating 
C)  Flighting, or discontinuous 
D)  Frequency

Question 11

Which of the following is the most commonly used measure in media planning?

Accepted Answer

A)  Reach 
B)  Opportunity to see (OTS) 
C)  Gross rating points (GRP) 
D)  Cost per thousand (CPM) 
A)  Reach 
B)  Opportunity to see (OTS) 
C)  Gross rating points (GRP) 
D)  Cost per thousand (CPM)

Question 12

The dollar cost of reaching 1,000 members of a media vehicle's audience is the:

Accepted Answer

A)  cost per thousand. 
B)  gross rating points. 
C)  cost per million. 
D)  effective reach. 
A)  cost per thousand. 
B)  gross rating points. 
C)  cost per million. 
D)  effective reach.

Question 13

An advertising analysis is a comprehensive review of a company's fundamental marketing program.

Accepted Answer

A) True 
 B)False

Question 14

A media strategy, media schedule, justification, and summary are components of a media planning strategy.

Accepted Answer

A) True 
 B)False

Question 15

Of the following media, the medium with the greatest or longest life is:

Accepted Answer

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

Question 16

If the CPM for National Geographic magazine is $16.44, it means it will cost $16.44 to reach:

Accepted Answer

A)  the selected target audience. 
B)  one thousand readers. 
C)  1,644 readers. 
D)  one million readers. 
A)  the selected target audience. 
B)  one thousand readers. 
C)  1,644 readers. 
D)  one million readers.

Question 17

Newspapers are an excellent advertising medium for local companies.

Accepted Answer

A) True 
 B)False

Question 18

Recency theory is based on the:

Accepted Answer

A)  concept that the last ad a person sees has the greatest impact. 
B)  concept that at least three exposures to an ad are necessary for the ad to be effective. 
C)  use of intrusion value. 
D)  belief that consumers have selective attention. 
A)  concept that the last ad a person sees has the greatest impact. 
B)  concept that at least three exposures to an ad are necessary for the ad to be effective. 
C)  use of intrusion value. 
D)  belief that consumers have selective attention.

Question 19

According to research by American Business Media, when business people saw an advertisement in more than one medium it caused:

Accepted Answer

A)  a higher level of brand awareness and brand purchases. 
B)  an increase in sales. 
C)  the company or brand name to become top-choice. 
D)  the company or brand name to become top-of-mind. 
A)  a higher level of brand awareness and brand purchases. 
B)  an increase in sales. 
C)  the company or brand name to become top-choice. 
D)  the company or brand name to become top-of-mind.

Question 20

One major disadvantage facing magazine advertisers is a decline in magazine readership.

Accepted Answer

A) True 
 B)False

The media multiplier effect refers to the combined impact of using two or more media, which is stronger than using either medium alone.

Television advertising rates are primarily determined by:

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

Intrusion value is:

Television has the potential to offer advertisers the most extensive coverage and highest reach of any medium.

In general, an advertising campaign featuring ads in two or more different types of media has a greater effective reach than a campaign with the same number of total ads, but using only one medium.

Of the print media available to advertisers, newspapers offer the best quality color print reproduction.

Identify the components of a media plan.

A pulsating schedule for advertising a lawn service would have ads just during specific times of the year, such as spring and summer months, with none during the remainder of the year.

Using media time in a steady stream throughout an entire year is which type of media budget schedule?

Which of the following is the most commonly used measure in media planning?

The dollar cost of reaching 1,000 members of a media vehicle's audience is the:

An advertising analysis is a comprehensive review of a company's fundamental marketing program.

A media strategy, media schedule, justification, and summary are components of a media planning strategy.

Of the following media, the medium with the greatest or longest life is:

If the CPM for National Geographic magazine is $16.44, it means it will cost $16.44 to reach:

Newspapers are an excellent advertising medium for local companies.

Recency theory is based on the:

According to research by American Business Media, when business people saw an advertisement in more than one medium it caused:

One major disadvantage facing magazine advertisers is a decline in magazine readership.

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 media multiplier effect refers to the combined impact of using two or more media, which is stronger than using either medium alone.

Television advertising rates are primarily determined by:

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

Intrusion value is:

Television has the potential to offer advertisers the most extensive coverage and highest reach of any medium.

In general, an advertising campaign featuring ads in two or more different types of media has a greater effective reach than a campaign with the same number of total ads, but using only one medium.

Of the print media available to advertisers, newspapers offer the best quality color print reproduction.

Identify the components of a media plan.

A pulsating schedule for advertising a lawn service would have ads just during specific times of the year, such as spring and summer months, with none during the remainder of the year.

Using media time in a steady stream throughout an entire year is which type of media budget schedule?

Which of the following is the most commonly used measure in media planning?

The dollar cost of reaching 1,000 members of a media vehicle's audience is the:

An advertising analysis is a comprehensive review of a company's fundamental marketing program.

A media strategy, media schedule, justification, and summary are components of a media planning strategy.

Of the following media, the medium with the greatest or longest life is:

If the CPM for National Geographic magazine is $16.44, it means it will cost $16.44 to reach:

Newspapers are an excellent advertising medium for local companies.

Recency theory is based on the:

According to research by American Business Media, when business people saw an advertisement in more than one medium it caused:

One major disadvantage facing magazine advertisers is a decline in magazine readership.

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