Exam 11: Media Basics

Tara Keegan owns Live Well,a small chain of health stores offering a variety of natural health products and related services.In order to implement integrated marketing communications,Tara has asked her marketing communications director to ensure that each contact point deliver a ________ message to consumers about the company.

Paid media buys take the forms of_______ and ________.

Which of the following is another name for cross-media?

Through the use of ________,online ads are placed near search engine results.

Which of the following relies on the power of personal communication in consumer decision making?

Which of the following refers to a brand appearing in a television program or movie as a prop?

Media buyers develop the strategic decisions outlined in the media plan.

Compared to Gen Yers,Boomers spend more time with media of all kinds and are more likely to media multitask.

Your friend is confused about the terms impression and circulation.What would you say to help him understand the difference in these concepts?

Who makes the strategic decisions outlined in the media plan?

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?

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

Members of which of the following generational groups grew up with tape recorders,video games,VCRs,and cable TV,but not cell phones,computers,or Internet?

Which of the following is a type of place-based media channel?

The Internet,mail,and telephone are all examples of ________ media.

Media experts describe ________ as the closeness of fit between the interests of viewers and the relevance of the media content.

The Internet,mail,and telephone are all considered addressable media.

The way various types of media are strategically combined in a media plan is known as a ________.

Explain the difference between the terms delivery and connection.