Exam 11: Media Basics

Media brokers are also known as media ________.

A(n)________ connects the brand and the customer on an emotional level and leads to a yes or no decision about a brand relationship.

Refer to the following passage to answer the questions below. Allison works in the media department of a major advertising agency that has several national advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV programs, newspapers, magazines, or radio programs and stations for clients' advertising; negotiating the costs to advertise in them; and handling the details of billing and payment. Although one of the agency's major clients advertises primarily in magazines, the media plan calls for the use of newspaper advertising as well. -What is Allison's job function?

The biggest problem with product placement is that the placement may not be noticed.

The most intrusive medium is ________.

Jane is teaching an undergraduate introductory advertising course and is trying to explain the difference between reach and frequency. How should Jane explain these terms, and what is the goal of a media plan with respect to these two terms?

Homemade videos and commercials posted on YouTube are examples of consumer-generated content.

Michelle is a specialist in media planning. She tells clients about media trends in the future. She often talks about the digitization of media, in which all mass media save and transmit information through the same digital forms. Through integration, the media work through and with each other. What media trend is Michelle discussing?

Broadcast media include all of the following EXCEPT which one?

Which of the following most accurately identifies the strength of newspapers and magazines?

You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with you through guerilla marketing.

One person's opportunity to be exposed one time to an ad in a broadcast program, newspaper, magazine, or outdoor location is known as ________.

The ________ is the most important media change that has occurred over the last twenty years.

A popular comedy show, which is shown on Fox network, had a rating or 4.0 but a share of 7. Why are these two numbers different?

Media planning should begin after message planning is complete.

Despite the Great Recession of the late 2000s, traditional media see continued growth in ad revenues.

The term ________ refers to the ability of media planners to analyze the cost of a media buy relative to the size of the medium's audience.

A ________ is both a container and a communication vehicle.

Why is word of mouth such a powerful force in marketing communication?

Viral marketing primarily uses which of the following communication channels?