Question 1

Although there are a large number of media buying agencies throughout the world, nearly 75 percent of all global media buying is conducted by:

Accepted Answer

A) six large global agencies or their holding agencies. 
B) U)S. agencies. 
C) European agencies. 
D) the WPP group. 
A) six large global agencies or their holding agencies. 
B) U)S. agencies. 
C) European agencies. 
D) the WPP group.

Question 2

What are the primary disadvantages of newspaper advertising?

Accepted Answer

The disadvantages are internet

Question 3

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

Accepted Answer

The advantages of newspapers are: they g

Question 4

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 5

Based on recency theory, the best media strategy for a firm advertising lawn mowers would be to:

Accepted Answer

A) place an ad in few media, but use a high frequency level. 
B) maximize reach through using multiple media and multiple outlets. 
C) maximize frequency through using just a few media outlets. 
D) utilize broadcast media that offer the lowest CPM. 
A) place an ad in few media, but use a high frequency level. 
B) maximize reach through using multiple media and multiple outlets. 
C) maximize frequency through using just a few media outlets. 
D) utilize broadcast media that offer the lowest CPM.

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

The primary advantage radio has that is not available in the other mass media outlets is:

Accepted Answer

A) low cost per contact. 
B) intimacy. 
C) long exposure duration. 
D) highly targeted market segmentation. 
A) low cost per contact. 
B) intimacy. 
C) long exposure duration. 
D) highly targeted market segmentation.

Question 8

If it costs $300,000 to place an advertisement on a television show that has an audience of 15,000,000, the CPM would be $20.00.

Accepted Answer

A) True 
 B)False

Question 9

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 10

A media planner's job is to purchase space as well as to negotiate rates, times, and schedules for ads.

Accepted Answer

A) True 
 B)False

Question 11

What are the primary advantages of television advertising?

Accepted Answer

The advantages are high reach,

Question 12

If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the advertiser's target profile, the weighted or demographic cost per thousand would be:

Accepted Answer

A) $25. 
B) $250. 
C) $2,500. 
D) $10. 
A) $25. 
B) $250. 
C) $2,500. 
D) $10.

Question 13

Out-of-home advertising has changed dramatically with the development of new technologies, such as global positioning systems, wireless communications, and digital display technology.

Accepted Answer

A) True 
 B)False

Question 14

Media planning now drives much of the strategic planning process as advertising and marketing campaigns are developed.

Accepted Answer

A) True 
 B)False

Question 15

Define reach, frequency, continuity, and gross impressions.

Accepted Answer

Reach is the number of people, household

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 which situation?

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

For local companies, billboards are an effective advertising medium because primarily local audiences see the message.

Accepted Answer

A) True 
 B)False

Question 18

If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the CPM would be:

Accepted Answer

A) $50.00. 
B) $500.00. 
C) $20.00. 
D) cannot be determined from the information given. 
A) $50.00. 
B) $500.00. 
C) $20.00. 
D) cannot be determined from the information given.

Question 19

Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:

Accepted Answer

A) cost per thousand. 
B) gross rating points. 
C) opportunities to see. 
D) reach and frequency. 
A) cost per thousand. 
B) gross rating points. 
C) opportunities to see. 
D) reach and frequency.

Question 20

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

Although there are a large number of media buying agencies throughout the world, nearly 75 percent of all global media buying is conducted by:

What are the primary disadvantages of newspaper advertising?

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

Television advertising rates are primarily determined by:

Based on recency theory, the best media strategy for a firm advertising lawn mowers would be to:

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

The primary advantage radio has that is not available in the other mass media outlets is:

If it costs $300,000 to place an advertisement on a television show that has an audience of 15,000,000, the CPM would be $20.00.

Recency theory is based on the:

A media planner's job is to purchase space as well as to negotiate rates, times, and schedules for ads.

What are the primary advantages of television advertising?

If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the advertiser's target profile, the weighted or demographic cost per thousand would be:

Out-of-home advertising has changed dramatically with the development of new technologies, such as global positioning systems, wireless communications, and digital display technology.

Media planning now drives much of the strategic planning process as advertising and marketing campaigns are developed.

Define reach, frequency, continuity, and gross impressions.

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 which situation?

For local companies, billboards are an effective advertising medium because primarily local audiences see the message.

If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the CPM would be:

Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:

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.

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

Although there are a large number of media buying agencies throughout the world, nearly 75 percent of all global media buying is conducted by:

What are the primary disadvantages of newspaper advertising?

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

Television advertising rates are primarily determined by:

Based on recency theory, the best media strategy for a firm advertising lawn mowers would be to:

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

The primary advantage radio has that is not available in the other mass media outlets is:

If it costs $300,000 to place an advertisement on a television show that has an audience of 15,000,000, the CPM would be $20.00.

Recency theory is based on the:

A media planner's job is to purchase space as well as to negotiate rates, times, and schedules for ads.

What are the primary advantages of television advertising?

If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the advertiser's target profile, the weighted or demographic cost per thousand would be:

Out-of-home advertising has changed dramatically with the development of new technologies, such as global positioning systems, wireless communications, and digital display technology.

Media planning now drives much of the strategic planning process as advertising and marketing campaigns are developed.

Define reach, frequency, continuity, and gross impressions.

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 which situation?

For local companies, billboards are an effective advertising medium because primarily local audiences see the message.

If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the CPM would be:

Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:

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.

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