Question 1

Aside from web and interactive TV,categories of television include:

Accepted Answer

A)  network, satellite, cable, and commercial. 
B)  national, regional, city, and satellite. 
C)  local, cable, syndicated, and network. 
D)  commercial, public, cable, and syndicated. 
A)  network, satellite, cable, and commercial. 
B)  national, regional, city, and satellite. 
C)  local, cable, syndicated, and network. 
D)  commercial, public, cable, and syndicated.

Question 2

Describe four main advantages of newspapers as a media class.

Accepted Answer

Newspapers offer many advantages to adve

Question 3

Households using TV,or HUT,indicates that 100 television households in a given area were tuned to the program being measured.

Accepted Answer

A) True 
 B)False

Question 4

Spending in magazines by several top advertisers is down,reflecting the general decline in advertising placement in traditional media.

Accepted Answer

A) True 
 B)False

Question 5

As opposed to using traditional media,using digital media makes it easier to make an advertising campaign global.

Accepted Answer

A) True 
 B)False

Question 6

Scenario 13-2
A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.​​
-(Scenario 13-4)Greta's Garden plans to use a particular type of advertising to announce a new addition-the full line from Holland Hothouse,a grower of award-winning tulip bulbs and rose bushes.Greta's Garden plans to advertise about the new addition in the local newspaper,and Holland will be paying 20 percent of the media bill.What type of advertising is Greta's Garden considering?

Accepted Answer

A)  Crowdsourcing 
B)  Social network ads 
C)  Infomercials 
D)  Co-op ads 
A)  Crowdsourcing 
B)  Social network ads 
C)  Infomercials 
D)  Co-op ads

Question 7

Scenario 13-1
Crystal, a media buyer, is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12- to 18-year-old girls. It invites media buyers to contact the sales department of the magazine for more information. She considers the ad as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement. 
-(Scenario 13-1)The client is interested in placing an ad in the teen magazine and cites several reasons why placing an ad in the magazine would be a good idea.Which of the following is an incorrect statement and would not be a good reason for this placement?

Accepted Answer

A)  Magazines have the additional advantage of voluntary exposure to advertising. 
B)  Magazines are reexamined over a week or a month and have a long life. 
C)  Magazines are free of ad clutter that other forms of media are subjected to. 
D)  Magazines offer high-quality color reproduction for illustrations. 
A)  Magazines have the additional advantage of voluntary exposure to advertising. 
B)  Magazines are reexamined over a week or a month and have a long life. 
C)  Magazines are free of ad clutter that other forms of media are subjected to. 
D)  Magazines offer high-quality color reproduction for illustrations.

Question 8

One of the primary advantages that magazines have is:

Accepted Answer

A)  short lead times. 
B)  durability. 
C)  frequency. 
D)  audience selectivity. 
A)  short lead times. 
B)  durability. 
C)  frequency. 
D)  audience selectivity.

Question 9

Newspapers are an excellent medium for:

Accepted Answer

A)  retailers who require a wide range of creative options same as those available in broadcast media. 
B)  retailers or other local businesses targeting local geographic markets. 
C)  advertisers looking for an uncluttered environment to publish ads. 
D)  companies targeting highly selective audiences, with specific economic and social backgrounds. 
A)  retailers who require a wide range of creative options same as those available in broadcast media. 
B)  retailers or other local businesses targeting local geographic markets. 
C)  advertisers looking for an uncluttered environment to publish ads. 
D)  companies targeting highly selective audiences, with specific economic and social backgrounds.

Question 10

Regardless of digital or print format,an advantage of magazines is that specialized magazine content attracts audiences with _____________,and those audiences attract advertisers.

Accepted Answer

A)  special interests 
B)  small market shares 
C)  large share-of-voice 
D)  multiple language capabilities 
A)  special interests 
B)  small market shares 
C)  large share-of-voice 
D)  multiple language capabilities

Question 11

A great advantage of television as an advertising medium is its ability to:

Accepted Answer

A)  make an advertising message have a long-lasting effect in consumer memory forever. 
B)  be inexpensive in terms of absolute cost. 
C)  send a message through both sight and sound. 
D)  target small yet select audiences with a low reach. 
A)  make an advertising message have a long-lasting effect in consumer memory forever. 
B)  be inexpensive in terms of absolute cost. 
C)  send a message through both sight and sound. 
D)  target small yet select audiences with a low reach.

Question 12

A grocery chain delivers leaflets that contain an ad about the chain.The leaflets are ready to be tucked into the Sunday newspaper before delivery.The grocery chain is using:

Accepted Answer

A)  display advertising. 
B)  a preprinted insert. 
C)  co-op advertising. 
D)  a classified ad. 
A)  display advertising. 
B)  a preprinted insert. 
C)  co-op advertising. 
D)  a classified ad.

Question 13

Barter syndication takes both off-network and first-run syndication shows and offers them free or at a reduced rate to local TV stations.

Accepted Answer

A) True 
 B)False

Question 14

Pay-for-inquiry advertising is a payment method in which the medium gets paid by advertisers based on the number of inquiries received in response to an ad.

Accepted Answer

A) True 
 B)False

Question 15

What are three broad categories of newspaper advertising?

Accepted Answer

A)  Display advertising, inserts, and classified advertising 
B)  Co-op, classified, and controlled 
C)  Page, column, and insert 
D)  Preprinted insert, free-standing, and special-interest 
A)  Display advertising, inserts, and classified advertising 
B)  Co-op, classified, and controlled 
C)  Page, column, and insert 
D)  Preprinted insert, free-standing, and special-interest

Question 16

Scenario 13-1
Crystal, a media buyer, is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12- to 18-year-old girls. It invites media buyers to contact the sales department of the magazine for more information. She considers the ad as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement. 
-(Scenario 13-1)Crystal is trying to decide whether to run ads in the teen magazine or in special sections of newspapers attempting to target young people.What disadvantage of newspapers would prompt her to consider the teen magazine?

Accepted Answer

A)  Their lack of timeliness and credibility 
B)  Their high absolute cost 
C)  Their high pass-along readership 
D)  Their limited ability to segment target audiences 
A)  Their lack of timeliness and credibility 
B)  Their high absolute cost 
C)  Their high pass-along readership 
D)  Their limited ability to segment target audiences

Question 17

Scenario 13-1
Crystal, a media buyer, is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12- to 18-year-old girls. It invites media buyers to contact the sales department of the magazine for more information. She considers the ad as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement. 
-(Scenario 13-1)The agency has designed an ad for a teenage girls' magazine and is fairly sure that the ad will be very effective.Which of the following is most likely a reason for this?

Accepted Answer

A)  The ad will reach a large number of readers because magazines have a wider reach than other media vehicles. 
B)  The readers will be exposed to the ad many times because magazines have a higher frequency than most newspapers. 
C)  The ads will get the readers' undivided attention because magazines are free from ad clutter. 
D)  The readers of this magazine are highly interested in the magazine, so the ad will get voluntary exposure. 
A)  The ad will reach a large number of readers because magazines have a wider reach than other media vehicles. 
B)  The readers will be exposed to the ad many times because magazines have a higher frequency than most newspapers. 
C)  The ads will get the readers' undivided attention because magazines are free from ad clutter. 
D)  The readers of this magazine are highly interested in the magazine, so the ad will get voluntary exposure.

Question 18

Radio offers potential advertisers the ____________ among all media.

Accepted Answer

A)  simplest buying procedures 
B)  most well-defined audience segments 
C)  widest exposure 
D)  highest degree of audience attentiveness 
A)  simplest buying procedures 
B)  most well-defined audience segments 
C)  widest exposure 
D)  highest degree of audience attentiveness

Question 19

Programming transmitted to audiences via satellite transmission is an option for consumers.

Accepted Answer

A) True 
 B)False

Question 20

Scenario 13-2
A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.​​
-(Scenario 13-3)The guitar retailer has never advertised much.The owner now wants a highly creative,cutting- edge campaign that shows the excitement of playing the guitar and gets the attention of both younger and older musicians.He asks for a quick overview of the creative opportunities offered by various major media.You tell him that,in general:

Accepted Answer

A)  newspapers offer the best visual reproductive qualities. 
B)  magazines have short lead times that can enhance creative ideas. 
C)  television has strong visual and audio components but has a high cost-per-contact. 
D)  radio offers creative avenues and is especially geared toward musical spots. 
A)  newspapers offer the best visual reproductive qualities. 
B)  magazines have short lead times that can enhance creative ideas. 
C)  television has strong visual and audio components but has a high cost-per-contact. 
D)  radio offers creative avenues and is especially geared toward musical spots.

Aside from web and interactive TV,categories of television include:

Describe four main advantages of newspapers as a media class.

Households using TV,or HUT,indicates that 100 television households in a given area were tuned to the program being measured.

Spending in magazines by several top advertisers is down,reflecting the general decline in advertising placement in traditional media.

As opposed to using traditional media,using digital media makes it easier to make an advertising campaign global.

One of the primary advantages that magazines have is:

Newspapers are an excellent medium for:

Regardless of digital or print format,an advantage of magazines is that specialized magazine content attracts audiences with _____________,and those audiences attract advertisers.

A great advantage of television as an advertising medium is its ability to:

A grocery chain delivers leaflets that contain an ad about the chain.The leaflets are ready to be tucked into the Sunday newspaper before delivery.The grocery chain is using:

Barter syndication takes both off-network and first-run syndication shows and offers them free or at a reduced rate to local TV stations.

Pay-for-inquiry advertising is a payment method in which the medium gets paid by advertisers based on the number of inquiries received in response to an ad.

What are three broad categories of newspaper advertising?

Radio offers potential advertisers the ____________ among all media.

Programming transmitted to audiences via satellite transmission is an option for consumers.

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, and Support Organizations

The History of Advertising and Brand Promotion

Social, ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, integrated Brand Promotion, and Consumer Behavior

Market Segmentation, positioning, and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and IBP

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Advertising and IBP in Digital, social, Mobile Media

Sales Promotion, point-Of-Purchase Advertising, and Support Media

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters

Exam 13: Media Planning: Newspapers, magazines, television, and Radio

Aside from web and interactive TV,categories of television include:

Describe four main advantages of newspapers as a media class.

Households using TV,or HUT,indicates that 100 television households in a given area were tuned to the program being measured.

Spending in magazines by several top advertisers is down,reflecting the general decline in advertising placement in traditional media.

As opposed to using traditional media,using digital media makes it easier to make an advertising campaign global.

One of the primary advantages that magazines have is:

Newspapers are an excellent medium for:

Regardless of digital or print format,an advantage of magazines is that specialized magazine content attracts audiences with _____________,and those audiences attract advertisers.

A great advantage of television as an advertising medium is its ability to:

A grocery chain delivers leaflets that contain an ad about the chain.The leaflets are ready to be tucked into the Sunday newspaper before delivery.The grocery chain is using:

Barter syndication takes both off-network and first-run syndication shows and offers them free or at a reduced rate to local TV stations.

Pay-for-inquiry advertising is a payment method in which the medium gets paid by advertisers based on the number of inquiries received in response to an ad.

What are three broad categories of newspaper advertising?

Radio offers potential advertisers the ____________ among all media.

Programming transmitted to audiences via satellite transmission is an option for consumers.

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, and Support Organizations

The History of Advertising and Brand Promotion

Social, ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, integrated Brand Promotion, and Consumer Behavior

Market Segmentation, positioning, and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and IBP

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Advertising and IBP in Digital, social, Mobile Media

Sales Promotion, point-Of-Purchase Advertising, and Support Media

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters