Question 1

Which of the following is NOT an advantage of product placement?

Accepted Answer

A) demonstrates product use in a natural setting by people who are celebrities 
B) unexpected and catches the audience when resistance to advertising messages may be dialed down 
C) effective even if there is not a match between the product and the movie or its audience 
D) good for engaging the affections of other stakeholders, such as employees and dealers, particularly if the placement is supported with its own campaign 
E) All of the above are advantages of product placement. 
A) demonstrates product use in a natural setting by people who are celebrities 
B) unexpected and catches the audience when resistance to advertising messages may be dialed down 
C) effective even if there is not a match between the product and the movie or its audience 
D) good for engaging the affections of other stakeholders, such as employees and dealers, particularly if the placement is supported with its own campaign 
E) All of the above are advantages of product placement.

Question 2

Video messages and downloads, mobile games, and instant messaging are all examples of ________ marketing.

Accepted Answer

A) advertainment 
B) branded entertainment 
C) guerilla 
D) webisode 
E) mobile 
A) advertainment 
B) branded entertainment 
C) guerilla 
D) webisode 
E) mobile

Question 3

Which of the following most accurately identifies the strength of radio?

Accepted Answer

A) delivering information in depth 
B) tailoring programs to audience tastes 
C) bringing entertainment into the home 
D) delivering personalized information 
E) creating two-way communication 
A) delivering information in depth 
B) tailoring programs to audience tastes 
C) bringing entertainment into the home 
D) delivering personalized information 
E) creating two-way communication

Question 4

A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic by providing incentives to respond instantly to time-sensitive offers. Which of the following forms of marketing would this producer most likely choose?

Accepted Answer

A) advertainment 
B) guerilla marketing 
C) mobile marketing 
D) product placement 
E) podcasting 
A) advertainment 
B) guerilla marketing 
C) mobile marketing 
D) product placement 
E) podcasting

Question 5

Thirty years ago, ________ dominated the media landscape.

Accepted Answer

A) radio and satellite television 
B) network television and print 
C) social media and interactive media 
D) radio and mobile media 
E) social media and television 
A) radio and satellite television 
B) network television and print 
C) social media and interactive media 
D) radio and mobile media 
E) social media and television

Question 6

The forms that media buys take are ________ and ________.

Accepted Answer

A) share; impressions 
B) space; time 
C) circulation; impressions 
D) ratings; share 
E) reach; frequency 
A) share; impressions 
B) space; time 
C) circulation; impressions 
D) ratings; share 
E) reach; frequency

Question 7

Most media use intrusiveness to some degree as a way to grab the attention of media consumers.

Accepted Answer

A) True 
 B)False

Question 8

Media that offer opportunities for dialogue and two-way conversation are most accurately described as ________.

Accepted Answer

A) engaging 
B) niche 
C) addressable 
D) interactive 
E) converging 
A) engaging 
B) niche 
C) addressable 
D) interactive 
E) converging

Question 9

Explain what is meant by the term media vehicle and give three examples.

Accepted Answer

A media vehicle is a specific TV program

Question 10

Marketers view mobile phones as the next big marketing medium for all of the following reasons EXCEPT which one?

Accepted Answer

A) More consumers are using their cell phones for text messaging, surfing the Web, and watching videos. 
B) Unlike telemarketing, mobile phone marketing is initially appealing to most cell phone users. 
C) Cell phones are very popular with the highly desirable 18-to-34-year-old demographic. 
D) Cell phone users can respond instantly to time-sensitive offers. 
E) Most consumers always have their cell phones with them. 
A) More consumers are using their cell phones for text messaging, surfing the Web, and watching videos. 
B) Unlike telemarketing, mobile phone marketing is initially appealing to most cell phone users. 
C) Cell phones are very popular with the highly desirable 18-to-34-year-old demographic. 
D) Cell phone users can respond instantly to time-sensitive offers. 
E) Most consumers always have their cell phones with them.

Question 11

________ are people or companies that sell space and time for a variety of media.

Accepted Answer

A) Media salespeople 
B) Media reps 
C) Media buyers 
D) Media researchers 
E) Media distributors 
A) Media salespeople 
B) Media reps 
C) Media buyers 
D) Media researchers 
E) Media distributors

Question 12

Relationship marketing shifts the focus from the objective of getting a one-time purchase by a target to the ________.

Accepted Answer

A) integration of all brand communications 
B) maintenance of long-term involvement from the firm's critical stakeholders 
C) use of experiential marketing to make brand connections 
D) generation of positive word of mouth through buzz marketing 
E) the use of interactive media to personalize all contact points 
A) integration of all brand communications 
B) maintenance of long-term involvement from the firm's critical stakeholders 
C) use of experiential marketing to make brand connections 
D) generation of positive word of mouth through buzz marketing 
E) the use of interactive media to personalize all contact points

Question 13

Explain the relationship between a medium's level of intrusiveness and its capacity for personalization.

Accepted Answer

In general, the more

Question 14

________ are independent companies that specialize in doing media research, planning, and buying.

Accepted Answer

A) Media platforms 
B) Account planners 
C) Media agencies 
D) Media buying companies 
E) Media brokers 
A) Media platforms 
B) Account planners 
C) Media agencies 
D) Media buying companies 
E) Media brokers

Question 15

Uptown Cleaning Crew is a company that provides house cleaning services in major urban and suburban areas. Marketers at Uptown Cleaning Crew developed a short, humorous video promoting the company's services, and they hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues. The marketers at Uptown Cleaning Crew are using ________.

Accepted Answer

A) guerilla marketing 
B) viral marketing 
C) product placement 
D) mobile marketing 
E) branded apps 
A) guerilla marketing 
B) viral marketing 
C) product placement 
D) mobile marketing 
E) branded apps

Question 16

Media reps are independent companies that specialize in doing media research, planning, and buying.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following refers to communication channels through which messages can be sent to identifiable groups of people with a distinct common interest?

Accepted Answer

A) interactive media 
B) viral media 
C) mass media 
D) personal media 
E) niche media 
A) interactive media 
B) viral media 
C) mass media 
D) personal media 
E) niche media

Question 18

Describe how Americans' media habits are changing and how this will affect future media mixes.

Accepted Answer

Americans are spending more time on the

Question 19

All marketing communication messages are carried by some form of media.

Accepted Answer

A) True 
 B)False

Question 20

Honda is launching its new Ridgeline truck and wants to expose the largest possible percentage of the prime time TV viewing audience to its message at least once during the next six months. Which media concept is Honda trying to maximize?

Accepted Answer

A) frequency 
B) impressions 
C) reach 
D) circulation 
E) circulation. 
A) frequency 
B) impressions 
C) reach 
D) circulation 
E) circulation.

Which of the following is NOT an advantage of product placement?

Video messages and downloads, mobile games, and instant messaging are all examples of ________ marketing.

Which of the following most accurately identifies the strength of radio?

A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic by providing incentives to respond instantly to time-sensitive offers. Which of the following forms of marketing would this producer most likely choose?

Thirty years ago, ________ dominated the media landscape.

The forms that media buys take are and .

Most media use intrusiveness to some degree as a way to grab the attention of media consumers.

Media that offer opportunities for dialogue and two-way conversation are most accurately described as ________.

Explain what is meant by the term media vehicle and give three examples.

Marketers view mobile phones as the next big marketing medium for all of the following reasons EXCEPT which one?

________ are people or companies that sell space and time for a variety of media.

Relationship marketing shifts the focus from the objective of getting a one-time purchase by a target to the ________.

Explain the relationship between a medium's level of intrusiveness and its capacity for personalization.

________ are independent companies that specialize in doing media research, planning, and buying.

Media reps are independent companies that specialize in doing media research, planning, and buying.

Which of the following refers to communication channels through which messages can be sent to identifiable groups of people with a distinct common interest?

Describe how Americans' media habits are changing and how this will affect future media mixes.

All marketing communication messages are carried by some form of media.

Honda is launching its new Ridgeline truck and wants to expose the largest possible percentage of the prime time TV viewing audience to its message at least once during the next six months. Which media concept is Honda trying to maximize?

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 11: Media Basics

Which of the following is NOT an advantage of product placement?

Video messages and downloads, mobile games, and instant messaging are all examples of ________ marketing.

Which of the following most accurately identifies the strength of radio?

A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic by providing incentives to respond instantly to time-sensitive offers. Which of the following forms of marketing would this producer most likely choose?

Thirty years ago, ________ dominated the media landscape.

The forms that media buys take are ________ and ________.

Most media use intrusiveness to some degree as a way to grab the attention of media consumers.

Media that offer opportunities for dialogue and two-way conversation are most accurately described as ________.

Explain what is meant by the term media vehicle and give three examples.

Marketers view mobile phones as the next big marketing medium for all of the following reasons EXCEPT which one?

________ are people or companies that sell space and time for a variety of media.

Relationship marketing shifts the focus from the objective of getting a one-time purchase by a target to the ________.

Explain the relationship between a medium's level of intrusiveness and its capacity for personalization.

________ are independent companies that specialize in doing media research, planning, and buying.

Media reps are independent companies that specialize in doing media research, planning, and buying.

Which of the following refers to communication channels through which messages can be sent to identifiable groups of people with a distinct common interest?

Describe how Americans' media habits are changing and how this will affect future media mixes.

All marketing communication messages are carried by some form of media.

Honda is launching its new Ridgeline truck and wants to expose the largest possible percentage of the prime time TV viewing audience to its message at least once during the next six months. Which media concept is Honda trying to maximize?

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

The forms that media buys take are and .