Question 1

The part of the media plan that reviews the fundamental marketing program is a(n):

Accepted Answer

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

Question 2

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 3

Effectiveness in buying media time and space is dependent on each of the following factors except:

Accepted Answer

A) agency culture and track record. 
B) relationship between the agency and the medium's sales representative. 
C) size of the agency. 
D) creativity of the media buyer. 
A) agency culture and track record. 
B) relationship between the agency and the medium's sales representative. 
C) size of the agency. 
D) creativity of the media buyer.

Question 4

The major reason retailers tend to use newspapers for advertising is that they:

Accepted Answer

A) are lower cost compared to the other media. 
B) offer geographic selectivity. 
C) have a longer life than radio or television. 
D) show a preference for local retailers. 
A) are lower cost compared to the other media. 
B) offer geographic selectivity. 
C) have a longer life than radio or television. 
D) show a preference for local retailers.

Question 5

Out-of-home advertising has changed dramatically through each of the following technologies except:

Accepted Answer

A) global positioning systems. 
B) wireless communications. 
C) social media connections. 
D) digital display technology. 
A) global positioning systems. 
B) wireless communications. 
C) social media connections. 
D) digital display technology.

Question 6

A spot ad is an advertisement that is placed in a specific spot in the ad rotation in an ad series.

Accepted Answer

A) True 
 B)False

Question 7

What are the primary disadvantages of magazine advertising?

Accepted Answer

The disadvantages are: long le

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Opportunities to see measures the average number of times an individual, household, or business in a target market is exposed to a message during a given time period.

Accepted Answer

A) True 
 B)False

Question 10

Power has recently shifted and creatives now hold more than media planners and buyers in many advertising agencies.

Accepted Answer

A) True 
 B)False

Question 11

If an advertisement is placed in three different places in Glamour magazine and then runs for five issues, the number of opportunities to see would be:

Accepted Answer

A) 3) 
B) 5) 
C) 15. 
D) depends on the gross rating points for Glamour. 
A) 3) 
B) 5) 
C) 15. 
D) depends on the gross rating points for Glamour.

Question 12

The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is:

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 13

Effective frequency 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 14

CPRP stands for cost per rating point and is a relative measure of the efficiency of a media vehicle relative to a firm's target market.

Accepted Answer

A) True 
 B)False

Question 15

If an advertisement costs $200,000, the number of viewers is 2,000,000, and the rating is 2.0, then the cost per rating point is:

Accepted Answer

A) $100. 
B) $1,000. 
C) $10,000. 
D) $100,000. 
A) $100. 
B) $1,000. 
C) $10,000. 
D) $100,000.

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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 18

A media strategy is the process of:

Accepted Answer

A) investigating the media usage of a product's target market. 
B) analyzing and choosing media for an advertising and promotions campaign. 
C) selecting the outlets of each media that will be used for an advertising campaign. 
D) choosing the proper appeal, message, strategy, and execution. 
A) investigating the media usage of a product's target market. 
B) analyzing and choosing media for an advertising and promotions campaign. 
C) selecting the outlets of each media that will be used for an advertising campaign. 
D) choosing the proper appeal, message, strategy, and execution.

Question 19

Radio advertising offers the advantage of having definable target markets based on the radio station's format.

Accepted Answer

A) True 
 B)False

Question 20

A rating of 11.5 means that 11.5 percent of televisions in the United States were tuned into a particular program, such as The Big Bang Theory.

Accepted Answer

A) True 
 B)False

The part of the media plan that reviews the fundamental marketing program is a(n):

Intrusion value is:

Effectiveness in buying media time and space is dependent on each of the following factors except:

The major reason retailers tend to use newspapers for advertising is that they:

Out-of-home advertising has changed dramatically through each of the following technologies except:

A spot ad is an advertisement that is placed in a specific spot in the ad rotation in an ad series.

What are the primary disadvantages of magazine advertising?

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

Opportunities to see measures the average number of times an individual, household, or business in a target market is exposed to a message during a given time period.

Power has recently shifted and creatives now hold more than media planners and buyers in many advertising agencies.

If an advertisement is placed in three different places in Glamour magazine and then runs for five issues, the number of opportunities to see would be:

The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is:

Effective frequency refers to the:

CPRP stands for cost per rating point and is a relative measure of the efficiency of a media vehicle relative to a firm's target market.

If an advertisement costs $200,000, the number of viewers is 2,000,000, and the rating is 2.0, then the cost per rating point is:

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

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.

A media strategy is the process of:

Radio advertising offers the advantage of having definable target markets based on the radio station's format.

A rating of 11.5 means that 11.5 percent of televisions in the United States were tuned into a particular program, such as The Big Bang Theory.

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 part of the media plan that reviews the fundamental marketing program is a(n):

Intrusion value is:

Effectiveness in buying media time and space is dependent on each of the following factors except:

The major reason retailers tend to use newspapers for advertising is that they:

Out-of-home advertising has changed dramatically through each of the following technologies except:

A spot ad is an advertisement that is placed in a specific spot in the ad rotation in an ad series.

What are the primary disadvantages of magazine advertising?

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

Opportunities to see measures the average number of times an individual, household, or business in a target market is exposed to a message during a given time period.

Power has recently shifted and creatives now hold more than media planners and buyers in many advertising agencies.

If an advertisement is placed in three different places in Glamour magazine and then runs for five issues, the number of opportunities to see would be:

The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is:

Effective frequency refers to the:

CPRP stands for cost per rating point and is a relative measure of the efficiency of a media vehicle relative to a firm's target market.

If an advertisement costs $200,000, the number of viewers is 2,000,000, and the rating is 2.0, then the cost per rating point is:

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

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.

A media strategy is the process of:

Radio advertising offers the advantage of having definable target markets based on the radio station's format.

A rating of 11.5 means that 11.5 percent of televisions in the United States were tuned into a particular program, such as The Big Bang Theory.

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