Question 1

Out-of-home advertising tends to have a high level of credibility with consumers.

Accepted Answer

A) True 
 B)False

Question 2

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 3

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

Accepted Answer

A) True 
 B)False

Question 4

Ratings measure the:

Accepted Answer

A) relative efficiency of a media vehicle in hitting a target market. 
B) percentage of households tuned into a particular television show or viewing a medium such as a magazine. 
C) quality of the vehicle relative to its promotional impact. 
D) degree of clutter on a given night. 
A) relative efficiency of a media vehicle in hitting a target market. 
B) percentage of households tuned into a particular television show or viewing a medium such as a magazine. 
C) quality of the vehicle relative to its promotional impact. 
D) degree of clutter on a given night.

Question 5

What are the primary advantages of radio advertising? The primary problems?

Accepted Answer

The advantages are lower cost per spot t

Question 6

Gross rating points are measured by multiplying ratings times the frequency.

Accepted Answer

A) True 
 B)False

Question 7

Each of the following is an advantage radio advertising 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.

Question 8

Which approach suggests that one ad exposure is enough to affect an audience when that person or business needs the product or has an interest in the product?

Accepted Answer

A) Three-hypothesis theory 
B) Recency theory 
C) The media multiplier effect 
D) The intrusion value concept 
A) Three-hypothesis theory 
B) Recency theory 
C) The media multiplier effect 
D) The intrusion value concept

Question 9

The technique designed to calculate an advertisement's cost in reaching a particular product's target market is:

Accepted Answer

A) effective frequency. 
B) target reach. 
C) weighted or demographic CPM. 
D) cost per rating point. 
A) effective frequency. 
B) target reach. 
C) weighted or demographic CPM. 
D) cost per rating point.

Question 10

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 11

While many tactics used to develop advertising campaigns in the United States apply to international advertising, differences do exist in terms of the nature of the target market, media preferences, and the processes used to buy media time and space.

Accepted Answer

A) True 
 B)False

Question 12

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 13

When advertisements are used at special intervals with no advertisements in-between, which type of media budgeting method is being used?

Accepted Answer

A) Continuous 
B) Gross impressions 
C) Pulsating 
D) Flighting, or discontinuous 
A) Continuous 
B) Gross impressions 
C) Pulsating 
D) Flighting, or discontinuous

Question 14

In terms of social media and television, research by Nielsen's Social Guide Service revealed that the heaviest Twitter activity occurred:

Accepted Answer

A) just prior to a particular TV show. 
B) during commercial breaks. 
C) during the TV show. 
D) immediately following the TV show. 
A) just prior to a particular TV show. 
B) during commercial breaks. 
C) during the TV show. 
D) immediately following the TV show.

Question 15

If three advertisements are placed on a weekly television show for six weeks, the number of OTS is 18.

Accepted Answer

A) True 
 B)False

Question 16

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 17

An advertisement on television will have the biggest impact:

Accepted Answer

A) at the beginning or end of a set of ads. 
B) in the middle of a set of ads. 
C) during an infomercial. 
D) when the ad is 15 seconds rather than 30 or 45. 
A) at the beginning or end of a set of ads. 
B) in the middle of a set of ads. 
C) during an infomercial. 
D) when the ad is 15 seconds rather than 30 or 45.

Question 18

The person who buys space and also negotiates rates, times, and schedules for ads is normally the creative.

Accepted Answer

A) True 
 B)False

Question 19

What are the primary advantages of magazine advertising?

Accepted Answer

The advantages of magazines are: high se

Question 20

The traditional three-exposure hypothesis is based on:

Accepted Answer

A) selective attention exposure. 
B) effective reach and effective frequency. 
C) intrusion value. 
D) media multiplier effect. 
A) selective attention exposure. 
B) effective reach and effective frequency. 
C) intrusion value. 
D) media multiplier effect.

Out-of-home advertising tends to have a high level of credibility with consumers.

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.

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

Ratings measure the:

What are the primary advantages of radio advertising? The primary problems?

Gross rating points are measured by multiplying ratings times the frequency.

Each of the following is an advantage radio advertising except:

Which approach suggests that one ad exposure is enough to affect an audience when that person or business needs the product or has an interest in the product?

The technique designed to calculate an advertisement's cost in reaching a particular product's target market is:

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

While many tactics used to develop advertising campaigns in the United States apply to international advertising, differences do exist in terms of the nature of the target market, media preferences, and the processes used to buy media time and space.

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

When advertisements are used at special intervals with no advertisements in-between, which type of media budgeting method is being used?

In terms of social media and television, research by Nielsen's Social Guide Service revealed that the heaviest Twitter activity occurred:

If three advertisements are placed on a weekly television show for six weeks, the number of OTS is 18.

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.

An advertisement on television will have the biggest impact:

The person who buys space and also negotiates rates, times, and schedules for ads is normally the creative.

What are the primary advantages of magazine advertising?

The traditional three-exposure hypothesis is based on:

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

Out-of-home advertising tends to have a high level of credibility with consumers.

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.

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

Ratings measure the:

What are the primary advantages of radio advertising? The primary problems?

Gross rating points are measured by multiplying ratings times the frequency.

Each of the following is an advantage radio advertising except:

Which approach suggests that one ad exposure is enough to affect an audience when that person or business needs the product or has an interest in the product?

The technique designed to calculate an advertisement's cost in reaching a particular product's target market is:

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

While many tactics used to develop advertising campaigns in the United States apply to international advertising, differences do exist in terms of the nature of the target market, media preferences, and the processes used to buy media time and space.

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

When advertisements are used at special intervals with no advertisements in-between, which type of media budgeting method is being used?

In terms of social media and television, research by Nielsen's Social Guide Service revealed that the heaviest Twitter activity occurred:

If three advertisements are placed on a weekly television show for six weeks, the number of OTS is 18.

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.

An advertisement on television will have the biggest impact:

The person who buys space and also negotiates rates, times, and schedules for ads is normally the creative.

What are the primary advantages of magazine advertising?

The traditional three-exposure hypothesis is based on:

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