Question 1

The cumulative exposures achieved in a given time period is called:

Accepted Answer

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

Question 2

C3 ratings suggest that ads placed in which of the following situations of a pod generate 28 percent higher awareness than other ads in the pod sequence?

Accepted Answer

A) In the first position 
B) Near the beginning 
C) In the middle 
D) At the end 
A) In the first position 
B) Near the beginning 
C) In the middle 
D) At the end

Question 3

Individuals who are high users of social media also tend to:

Accepted Answer

A) watch more television. 
B) read more magazines. 
C) read more newspapers. 
D) pay closer attention to advertising. 
A) watch more television. 
B) read more magazines. 
C) read more newspapers. 
D) pay closer attention to advertising.

Question 4

In TV ratings, a share of 9.3 means that 9.3 percent of the televisions that were turned on were tuned into a particular program, such as CBS News.

Accepted Answer

A) True 
 B)False

Question 5

In business-to-business advertising, as more dollars are shifted to non-business type of media, the amount being spent on:

Accepted Answer

A) print media has steadily increased. 
B) trade journals and consumer magazines has steadily increased. 
C) television, newspapers, and consumer magazines has steadily increased. 
D) television and radio has steadily increased. 
A) print media has steadily increased. 
B) trade journals and consumer magazines has steadily increased. 
C) television, newspapers, and consumer magazines has steadily increased. 
D) television and radio has steadily increased.

Question 6

Conducting research that matches the product to the media and the target market is the primary task of the:

Accepted Answer

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

Question 7

Identify the components of a media plan.

Accepted Answer

Marketing analysis, advertisin

Question 8

The part of the media plan that notes when and where ads will appear is the:

Accepted Answer

A) marketing analysis. 
B) advertising analysis. 
C) media strategy. 
D) media schedule. 
A) marketing analysis. 
B) advertising analysis. 
C) media strategy. 
D) media schedule.

Question 9

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 10

A television commercial's rating plus any viewing three days after the original first aired is called a:

Accepted Answer

A) spot rating. 
B) TV C rating. 
C) Nielsen commercial rating. 
D) C3 rating. 
A) spot rating. 
B) TV C rating. 
C) Nielsen commercial rating. 
D) C3 rating.

Question 11

The primary medium for business-to-business marketing is:

Accepted Answer

A) the internet. 
B) trade and business journals. 
C) newspapers. 
D) television. 
A) the internet. 
B) trade and business journals. 
C) newspapers. 
D) television.

Question 12

Advertising in newspapers offers each of the following advantages except:

Accepted Answer

A) high flexibility. 
B) high credibility. 
C) long life. 
D) longer copy or messages. 
A) high flexibility. 
B) high credibility. 
C) long life. 
D) longer copy or messages.

Question 13

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 14

Ads on the sides of city buses is a form of out-of-home advertising.

Accepted Answer

A) True 
 B)False

Question 15

A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign.

Accepted Answer

A) True 
 B)False

Question 16

In-stream and pre-roll releases of commercials appear on venues such as:

Accepted Answer

A) network television. 
B) YouTube. 
C) Twitter. 
D) movie trailers. 
A) network television. 
B) YouTube. 
C) Twitter. 
D) movie trailers.

Question 17

Continuity is the exposure pattern or schedule used in an advertising campaign.

Accepted Answer

A) True 
 B)False

Question 18

In terms of measuring reach and frequency, the typical time period is how many week(s)?

Accepted Answer

A) One 
B) Four 
C) Eight 
D) Ten 
A) One 
B) Four 
C) Eight 
D) Ten

Question 19

Advertising in newspapers has each of the following disadvantages except:

Accepted Answer

A) poor national buying procedures. 
B) short life span. 
C) poor quality reproduction. 
D) low credibility. 
A) poor national buying procedures. 
B) short life span. 
C) poor quality reproduction. 
D) low credibility.

Question 20

Business-to-business advertising is:

Accepted Answer

A) mostly in newspapers. 
B) mostly spent on television. 
C) looking more like consumer ads. 
D) easier to create because of gatekeepers' screening ads. 
A) mostly in newspapers. 
B) mostly spent on television. 
C) looking more like consumer ads. 
D) easier to create because of gatekeepers' screening ads.

The cumulative exposures achieved in a given time period is called:

C3 ratings suggest that ads placed in which of the following situations of a pod generate 28 percent higher awareness than other ads in the pod sequence?

Individuals who are high users of social media also tend to:

In TV ratings, a share of 9.3 means that 9.3 percent of the televisions that were turned on were tuned into a particular program, such as CBS News.

In business-to-business advertising, as more dollars are shifted to non-business type of media, the amount being spent on:

Conducting research that matches the product to the media and the target market is the primary task of the:

Identify the components of a media plan.

The part of the media plan that notes when and where ads will appear is the:

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

A television commercial's rating plus any viewing three days after the original first aired is called a:

The primary medium for business-to-business marketing is:

Advertising in newspapers offers each of the following advantages except:

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

Ads on the sides of city buses is a form of out-of-home advertising.

A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign.

In-stream and pre-roll releases of commercials appear on venues such as:

Continuity is the exposure pattern or schedule used in an advertising campaign.

In terms of measuring reach and frequency, the typical time period is how many week(s)?

Advertising in newspapers has each of the following disadvantages except:

Business-to-business advertising is:

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 cumulative exposures achieved in a given time period is called:

C3 ratings suggest that ads placed in which of the following situations of a pod generate 28 percent higher awareness than other ads in the pod sequence?

Individuals who are high users of social media also tend to:

In TV ratings, a share of 9.3 means that 9.3 percent of the televisions that were turned on were tuned into a particular program, such as CBS News.

In business-to-business advertising, as more dollars are shifted to non-business type of media, the amount being spent on:

Conducting research that matches the product to the media and the target market is the primary task of the:

Identify the components of a media plan.

The part of the media plan that notes when and where ads will appear is the:

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

A television commercial's rating plus any viewing three days after the original first aired is called a:

The primary medium for business-to-business marketing is:

Advertising in newspapers offers each of the following advantages except:

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

Ads on the sides of city buses is a form of out-of-home advertising.

A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign.

In-stream and pre-roll releases of commercials appear on venues such as:

Continuity is the exposure pattern or schedule used in an advertising campaign.

In terms of measuring reach and frequency, the typical time period is how many week(s)?

Advertising in newspapers has each of the following disadvantages except:

Business-to-business advertising is:

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