Question 1

In the era of interactivity, the need for attention-getting creative techniques and interest-building advertising formats will be:

Accepted Answer

A) critical to the firm's success. 
B) increasing gradually over the next fifteen years. 
C) greatly diminished. 
D) modified to meet the individual consumer's needs. 
E) converted to digitized media. 
A) critical to the firm's success. 
B) increasing gradually over the next fifteen years. 
C) greatly diminished. 
D) modified to meet the individual consumer's needs. 
E) converted to digitized media. C

Question 2

It is realistic for advertisers to expect their media planner to find a medium that provides an audience in which every member is of equal benefit to them, that is, with zero waste circulation.

Accepted Answer

A) True 
 B)False  False

Question 3

Choosing and funding advertising media options will be even more challenging because:

Accepted Answer

A) with more money, there are more choices. 
B) growth of media sources is outpacing growth of advertising budgets. 
C) with less money, there are fewer choices. 
D) too much money leads to inappropriate choices. 
E) convergence of media will reduce choices. 
A) with more money, there are more choices. 
B) growth of media sources is outpacing growth of advertising budgets. 
C) with less money, there are fewer choices. 
D) too much money leads to inappropriate choices. 
E) convergence of media will reduce choices. B

Question 4

When businesses can link their advertising to specific sales of their brand, they have:

Accepted Answer

A) media branding. 
B) media accountability. 
C) media optimization. 
D) media positioning. 
E) media linkage. 
A) media branding. 
B) media accountability. 
C) media optimization. 
D) media positioning. 
E) media linkage.

Question 5

Initiated in 1960, ________ broke out the media function as a separate business, and it has become an important trend in the last decade.

Accepted Answer

The answer of Initiated in 1960, ________ broke out the...

Question 6

Erwin Ephron defined this as the "handoff of attentive consumers from media content to advertising."

Accepted Answer

A) engagement 
B) creativity 
C) optimizing 
D) convergence 
E) interactivity 
A) engagement 
B) creativity 
C) optimizing 
D) convergence 
E) interactivity

Question 7

________ is the number of times each person in an audience is exposed to media in a schedule.

Accepted Answer

The answer of ________ is the number of times each...

Question 8

List factors that changed the role of media and led to unbundling.

Accepted Answer

Several factors have changed the role of

Question 9

An advertising scheduling technique characterized by alternate periods of activity and inactivity is called ________.

Accepted Answer

The answer of An advertising scheduling technique characterized by alternate...

Question 10

The overriding motive for media planners is:

Accepted Answer

A) to determine proper levels of frequency. 
B) to determine proper levels of research. 
C) to achieve cost efficiencies with the amount of media dollars available. 
D) to increase circulation of the media selected. 
E) to stay within budget. 
A) to determine proper levels of frequency. 
B) to determine proper levels of research. 
C) to achieve cost efficiencies with the amount of media dollars available. 
D) to increase circulation of the media selected. 
E) to stay within budget.

Question 11

Examples of ________ are WebTV (TV as a computer link)and online selling that combines catalog merchandise, TV-like product demonstrations, and the ability to buy on the spot.

Accepted Answer

The answer of Examples of ________ are WebTV (TV as...

Question 12

Match between columns
                        Premises: The core attributes of each medium to the target audience; they interact with advertising messages to enhance or diminish the advertising.
Allows buyers and sellers to deal on a one-to-one basis for communication and other products tailored to specific households and individuals.
Includes product placements, event sponsorships, and tickets to sporting events.
Number of times an individual is exposed to an advertising vehicle within a given period.
This is a tool to compare media costs among various media vehicles with different circulations.
A common approach to the media function characterized by establishing agency media departments as separate units apart from full-service agencies; it has become more important in the last decade.
A less extreme form of flighting in which advertising runs more or less continuously throughout the year, but with peaks during certain periods.
That aspect of the media plan where you must consider various creative and communication requirements.
Described as the "hand-off of attentive consumers from media content to advertising."
Is limited when self-selected communication goes only to prospects.
Also referred to as coverage, it is the number of different people exposed to a single medium, or in a multimedia campaign, the entire media schedule.
Advertising scheduling technique that alternates between periods of activity and periods of total or relative inactivity.
Length of time a campaign will run, or length of time reach and frequency will be measured by the greatest sales potential.
The blending of distribution, content and/or hardware that creates a new or significantly expanded communication system.
A system that divides the population into 14 social groups, ranging from Urban Uptown to Rustic Living.

Accepted Answer

The Answer of continuity and unbundling and CPM and value-added is...

Question 13

While determining the exact contribution advertising makes to total sales is difficult, some software programs are attempting to make this link.

Accepted Answer

A) True 
 B)False

Question 14

What are two areas of disagreement about unbundling?

Accepted Answer

Unbundling refers to the practice of bre

Question 15

By combining various media, a cell phone company could take advantage of which of the following effects, having greater communication impact on its audience than just from the sum of each vehicle chosen?

Accepted Answer

A) synergistic effect 
B) qualitative effect 
C) dispositional effect 
D) creative effect 
E) digitations effect 
A) synergistic effect 
B) qualitative effect 
C) dispositional effect 
D) creative effect 
E) digitations effect

Question 16

A schedule for purchase of space in Sports Illustrated magazine would NOT address which of the following questions?

Accepted Answer

A) Will it be printed using satellite technology? 
B) Go with black-and-white copy? 
C) Use four-color advertisements? 
D) Which weekly editions do we choose? 
E) Go with the national or selected geographical editions? 
A) Will it be printed using satellite technology? 
B) Go with black-and-white copy? 
C) Use four-color advertisements? 
D) Which weekly editions do we choose? 
E) Go with the national or selected geographical editions?

Question 17

Claritas Corporation developed an innovative method of segmenting markets on a multivariable basis called:

Accepted Answer

A) Claris Works. 
B) PRIZM. 
C) Clarity Rating. 
D) SEGMARK 3.0. 
E) GEOCLICK. 
A) Claris Works. 
B) PRIZM. 
C) Clarity Rating. 
D) SEGMARK 3.0. 
E) GEOCLICK.

Question 18

The summary phase of a media plan focuses on justification that includes:

Accepted Answer

A) measuring results against ad goals. 
B) measuring budgetary objectives against placements. 
C) measuring national demographics against your target audience. 
D) measuring the value of a good product demonstration. 
E) measuring the significance. 
A) measuring results against ad goals. 
B) measuring budgetary objectives against placements. 
C) measuring national demographics against your target audience. 
D) measuring the value of a good product demonstration. 
E) measuring the significance.

Question 19

________, or coverage, it is one of the four primary elements that a media planner considers in developing the final media schedule.

Accepted Answer

The answer of ________, or coverage, it is one of...

Question 20

In a CPM approach to comparing what one media vehicle may deliver over another vehicle, we can substitute the number of subscribers or viewers in one demographic category for total circulation to arrive at a more accurate picture of the cost to reach a specific target market.

Accepted Answer

A) True 
 B)False

Exam 7: Media Strategy

In the era of interactivity, the need for attention-getting creative techniques and interest-building advertising formats will be:

It is realistic for advertisers to expect their media planner to find a medium that provides an audience in which every member is of equal benefit to them, that is, with zero waste circulation.

Choosing and funding advertising media options will be even more challenging because:

When businesses can link their advertising to specific sales of their brand, they have:

Initiated in 1960, ________ broke out the media function as a separate business, and it has become an important trend in the last decade.

Erwin Ephron defined this as the "handoff of attentive consumers from media content to advertising."

________ is the number of times each person in an audience is exposed to media in a schedule.

List factors that changed the role of media and led to unbundling.

An advertising scheduling technique characterized by alternate periods of activity and inactivity is called ________.

The overriding motive for media planners is:

Examples of ________ are WebTV (TV as a computer link)and online selling that combines catalog merchandise, TV-like product demonstrations, and the ability to buy on the spot.

While determining the exact contribution advertising makes to total sales is difficult, some software programs are attempting to make this link.

What are two areas of disagreement about unbundling?

By combining various media, a cell phone company could take advantage of which of the following effects, having greater communication impact on its audience than just from the sum of each vehicle chosen?

A schedule for purchase of space in Sports Illustrated magazine would NOT address which of the following questions?

Claritas Corporation developed an innovative method of segmenting markets on a multivariable basis called:

The summary phase of a media plan focuses on justification that includes:

________, or coverage, it is one of the four primary elements that a media planner considers in developing the final media schedule.

In a CPM approach to comparing what one media vehicle may deliver over another vehicle, we can substitute the number of subscribers or viewers in one demographic category for total circulation to arrive at a more accurate picture of the cost to reach a specific target market.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters