Question 1

Pass-along readership is an advantage to magazines.

Accepted Answer

A) True 
 B)False

Question 2

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 orange juice retailer believes that the appeal of its product cuts across just about every demographic,geographic,and psychographic segment.Thus,one objective for your media plan would be to achieve the widest reach possible.This would suggest the use of:

Accepted Answer

A)  television. 
B)  magazines. 
C)  periodicals. 
D)  newsbooks. 
A)  television. 
B)  magazines. 
C)  periodicals. 
D)  newsbooks.

Question 3

Advertisers are exploring other ways to take advantage of the interactive digital environment beyond digital versions of magazine publications.​

Accepted Answer

A) True 
 B)False

Question 4

Like newspapers,magazines have been struggling in a changing media world.

Accepted Answer

A) True 
 B)False

Question 5

Some analysts suggest that newspapers consider adopting a ___________model.

Accepted Answer

A)  preferred position 
B)  competitive parity 
C)  pass-along readership 
D)  pay-for-inquiry 
A)  preferred position 
B)  competitive parity 
C)  pass-along readership 
D)  pay-for-inquiry

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 13-3)The marketing director for the instant grits cereal wants to supplement the company's national ad campaigns with local campaigns.He plans to target some southern cities,but wants to use a media class with low absolute cost as well as low cost-per-contact.In such a scenario,he should use:

Accepted Answer

A)  newspapers. 
B)  local magazines. 
C)  local radio. 
D)  local television. 
A)  newspapers. 
B)  local magazines. 
C)  local radio. 
D)  local television.

Question 7

Hybrid models are very effective for magazines because these models boost a magazine's ability to remain magazines; it means the magazines can be both ____________ and ___________.

Accepted Answer

A)  in English and Spanish 
B)  visual and text-based 
C)  leisure and informative 
D)  print and digital 
A)  in English and Spanish 
B)  visual and text-based 
C)  leisure and informative 
D)  print and digital

Question 8

Aside from the fact that cable TV offers more channels and more programming,what are the two other aspects that distinguish cable from network TV?

Accepted Answer

Aside from more channels and hence more

Question 9

Flyfisher magazine is published by the Federation of Fly Fishers.The magazine reaches a highly selective audience by offering content on fishing as a leisure activity.Which of the following is Flyfisher magazine's audience selectivity based on?

Accepted Answer

A)  Demographics 
B)  Special Interests 
C)  Age 
D)  Ethnicity 
A)  Demographics 
B)  Special Interests 
C)  Age 
D)  Ethnicity

Question 10

Traditionally,radio stations often streamed their content,including ads,online for free,but now some digital radio is _____________.

Accepted Answer

A)  the most expensive form of IBP 
B)  required in IBP campaigns 
C)  offered via a subscription basis 
D)  only offered in U.S. media markets 
A)  the most expensive form of IBP 
B)  required in IBP campaigns 
C)  offered via a subscription basis 
D)  only offered in U.S. media markets

Question 11

Magazines have long lead times.This means that:

Accepted Answer

A)  they can be reexamined over a week or a month and have a high pass-along readership. 
B)  the cost-per-contact is very high. 
C)  advertisers are required to submit their ads well in advance of the date of publication. 
D)  they have a highly interested readership. 
A)  they can be reexamined over a week or a month and have a high pass-along readership. 
B)  the cost-per-contact is very high. 
C)  advertisers are required to submit their ads well in advance of the date of publication. 
D)  they have a highly interested readership.

Question 12

An iconic design in advertising,Absolut vodka has relied for many years on magazines to effectively reach its target audience with high quality print ads.

Accepted Answer

A) True 
 B)False

Question 13

A question concerning new forms of radio technology,such as satellite radio and online radio such as Pandora or Spotify,is whether listeners will:

Accepted Answer

A)  be willing to pay for an entertainment medium that has traditionally been free. 
B)  be affected by ongoing moves toward corporate reductions in marketing. 
C)  increase their overall radio listening time due to increased ads. 
D)  notice the improved audio quality. 
A)  be willing to pay for an entertainment medium that has traditionally been free. 
B)  be affected by ongoing moves toward corporate reductions in marketing. 
C)  increase their overall radio listening time due to increased ads. 
D)  notice the improved audio quality.

Question 14

Media decisions are critically important for two reasons.One of these reasons is that:

Accepted Answer

A)  advertisers need to develop creative messages for their target audiences. 
B)  advertisers need media to reach audiences that are likely in need of the information. 
C)  ad messages should sound credible to the audience. 
D)  they directly empower consumers. 
A)  advertisers need to develop creative messages for their target audiences. 
B)  advertisers need media to reach audiences that are likely in need of the information. 
C)  ad messages should sound credible to the audience. 
D)  they directly empower consumers.

Question 15

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 media planner understands that a teen-oriented magazine will have one big advantage that magazines have over other print and broadcast media.Which of the following advantages is the media planner most likely referring to?

Accepted Answer

A)  An opportunity for high frequency 
B)  A high degree of audience selectivity 
C)  The lowest cost per contact among all major media 
D)  High credibility 
A)  An opportunity for high frequency 
B)  A high degree of audience selectivity 
C)  The lowest cost per contact among all major media 
D)  High credibility

Question 16

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)To keep costs down,the used car dealer decides to make sure that the ads appear every week beside other car sales ads.For this,you need to use __________ advertising.

Accepted Answer

A)  preprinted insert 
B)  classified 
C)  co-op 
D)  display 
A)  preprinted insert 
B)  classified 
C)  co-op 
D)  display

Question 17

As print circulation and ad revenues decline in the digital age,newspapers get to:

Accepted Answer

A)  have high program ratings. 
B)  target small, selective audiences. 
C)  reinvent themselves and become digital. 
D)  spend more money on advertising time slots. 
A)  have high program ratings. 
B)  target small, selective audiences. 
C)  reinvent themselves and become digital. 
D)  spend more money on advertising time slots.

Question 18

Television syndication is either original programming or programming that first appeared on network TV.

Accepted Answer

A) True 
 B)False

Question 19

A clothing manufacturer pays part of the media bill when a local store features the manufacturer's brand in its advertising.What type of advertising is this?

Accepted Answer

A)  Segmented 
B)  Syndicated 
C)  Co-op 
D)  Preferred 
A)  Segmented 
B)  Syndicated 
C)  Co-op 
D)  Preferred

Question 20

Magazines provide advertisers:

Accepted Answer

A)  the largest reach. 
B)  creative opportunities. 
C)  with a short shelf life. 
D)  up front premiums. 
A)  the largest reach. 
B)  creative opportunities. 
C)  with a short shelf life. 
D)  up front premiums.

Pass-along readership is an advantage to magazines.

Advertisers are exploring other ways to take advantage of the interactive digital environment beyond digital versions of magazine publications.

Like newspapers,magazines have been struggling in a changing media world.

Some analysts suggest that newspapers consider adopting a ___________model.

Hybrid models are very effective for magazines because these models boost a magazine's ability to remain magazines; it means the magazines can be both __ and _.

Aside from the fact that cable TV offers more channels and more programming,what are the two other aspects that distinguish cable from network TV?

Flyfisher magazine is published by the Federation of Fly Fishers.The magazine reaches a highly selective audience by offering content on fishing as a leisure activity.Which of the following is Flyfisher magazine's audience selectivity based on?

Traditionally,radio stations often streamed their content,including ads,online for free,but now some digital radio is _____________.

Magazines have long lead times.This means that:

An iconic design in advertising,Absolut vodka has relied for many years on magazines to effectively reach its target audience with high quality print ads.

A question concerning new forms of radio technology,such as satellite radio and online radio such as Pandora or Spotify,is whether listeners will:

Media decisions are critically important for two reasons.One of these reasons is that:

As print circulation and ad revenues decline in the digital age,newspapers get to:

Television syndication is either original programming or programming that first appeared on network TV.

A clothing manufacturer pays part of the media bill when a local store features the manufacturer's brand in its advertising.What type of advertising is this?

Magazines provide advertisers:

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

Pass-along readership is an advantage to magazines.

Advertisers are exploring other ways to take advantage of the interactive digital environment beyond digital versions of magazine publications.​

Like newspapers,magazines have been struggling in a changing media world.

Some analysts suggest that newspapers consider adopting a ___________model.

Hybrid models are very effective for magazines because these models boost a magazine's ability to remain magazines; it means the magazines can be both ____________ and ___________.

Aside from the fact that cable TV offers more channels and more programming,what are the two other aspects that distinguish cable from network TV?

Flyfisher magazine is published by the Federation of Fly Fishers.The magazine reaches a highly selective audience by offering content on fishing as a leisure activity.Which of the following is Flyfisher magazine's audience selectivity based on?

Traditionally,radio stations often streamed their content,including ads,online for free,but now some digital radio is _____________.

Magazines have long lead times.This means that:

An iconic design in advertising,Absolut vodka has relied for many years on magazines to effectively reach its target audience with high quality print ads.

A question concerning new forms of radio technology,such as satellite radio and online radio such as Pandora or Spotify,is whether listeners will:

Media decisions are critically important for two reasons.One of these reasons is that:

As print circulation and ad revenues decline in the digital age,newspapers get to:

Television syndication is either original programming or programming that first appeared on network TV.

A clothing manufacturer pays part of the media bill when a local store features the manufacturer's brand in its advertising.What type of advertising is this?

Magazines provide advertisers:

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

Advertisers are exploring other ways to take advantage of the interactive digital environment beyond digital versions of magazine publications.

Hybrid models are very effective for magazines because these models boost a magazine's ability to remain magazines; it means the magazines can be both __ and _.