Question 1

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 2

Television offers each 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 3

Which of the following is a measure of the efficiency of a media vehicle relative to a firm's target market?

Accepted Answer

A) Gross rating points 
B) Opportunities to see 
C) Gross impressions 
D) Cost per rating point 
A) Gross rating points 
B) Opportunities to see 
C) Gross impressions 
D) Cost per rating point

Question 4

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 5

Which of these media offers the most extensive coverage and the highest reach?

Accepted Answer

A) Radio 
B) Newspapers 
C) Television 
D) The internet 
A) Radio 
B) Newspapers 
C) Television 
D) The internet

Question 6

Many Super Bowl advertisers are now:

Accepted Answer

A) keeping the Super Bowl ads secret until game time. 
B) releasing the ads on social media during the Super Bowl game. 
C) placing information about the ads on social media prior to the Super Bowl game. 
D) releasing pre-roll teasers of its Super Bowl ads on social media prior to the game. 
A) keeping the Super Bowl ads secret until game time. 
B) releasing the ads on social media during the Super Bowl game. 
C) placing information about the ads on social media prior to the Super Bowl game. 
D) releasing pre-roll teasers of its Super Bowl ads on social media prior to the game.

Question 7

Which individual 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

Gross impressions represent the number of times an individual is exposed to an advertisement.

Accepted Answer

A) True 
 B)False

Question 9

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 10

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

Accepted Answer

A) True 
 B)False

Question 11

One approach in ratings that has been growing in use is to provide a rating for the actual commercial time slot rather than the television program.

Accepted Answer

A) True 
 B)False

Question 12

Describe effective reach and effective frequency.

Accepted Answer

Effective frequency, which refers to the

Question 13

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 14

C3 computes a television commercial's rating plus any viewing of the commercial within seven days from when the original commercial ran.

Accepted Answer

A) True 
 B)False

Question 15

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 16

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 17

Effective reach 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 18

Describe opportunities to see (OTS)and gross rating points (GRP).

Accepted Answer

Opportunities to see (OTS)identifies the

Question 19

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 20

The number of households tuned into a program divided by the total number of households with a television turned on calculates:

Accepted Answer

A) the rating. 
B) recall. 
C) the share. 
D) frequency. 
A) the rating. 
B) recall. 
C) the share. 
D) frequency.

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

Television offers each of the following advantages except:

Which of the following is a measure of the efficiency of a media vehicle relative to a firm's target market?

Gross impressions are:

Which of these media offers the most extensive coverage and the highest reach?

Many Super Bowl advertisers are now:

Which individual formulates a plan as to where and when ads should run?

Gross impressions represent the number of times an individual is exposed to an advertisement.

OTS stands for:

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

One approach in ratings that has been growing in use is to provide a rating for the actual commercial time slot rather than the television program.

Describe effective reach and effective frequency.

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

C3 computes a television commercial's rating plus any viewing of the commercial within seven days from when the original commercial ran.

A spot ad is:

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.

Effective reach refers to the:

Describe opportunities to see (OTS)and gross rating points (GRP).

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

The number of households tuned into a program divided by the total number of households with a television turned on calculates:

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

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

Television offers each of the following advantages except:

Which of the following is a measure of the efficiency of a media vehicle relative to a firm's target market?

Gross impressions are:

Which of these media offers the most extensive coverage and the highest reach?

Many Super Bowl advertisers are now:

Which individual formulates a plan as to where and when ads should run?

Gross impressions represent the number of times an individual is exposed to an advertisement.

OTS stands for:

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

One approach in ratings that has been growing in use is to provide a rating for the actual commercial time slot rather than the television program.

Describe effective reach and effective frequency.

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

C3 computes a television commercial's rating plus any viewing of the commercial within seven days from when the original commercial ran.

A spot ad is:

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.

Effective reach refers to the:

Describe opportunities to see (OTS)and gross rating points (GRP).

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

The number of households tuned into a program divided by the total number of households with a television turned on calculates:

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