Question 1

A strength of newspaper advertising is the _____.

Accepted Answer

A)  lack of clutter 
B)  ease of buying for national advertisers 
C)  ability to reach specific groups of consumers effectively 
D)  excellent reproduction quality 
E)  flexibility 
A)  lack of clutter 
B)  ease of buying for national advertisers 
C)  ability to reach specific groups of consumers effectively 
D)  excellent reproduction quality 
E)  flexibility

Question 2

A limitation of magazine advertising is _____.

Accepted Answer

A)  the inability to pinpoint specific audiences 
B)  the short-life of the magazine 
C)  the inability to convey a sense of authority 
D)  fewer geographic options than other media 
E)  the inability to get consumers involved in the ad 
A)  the inability to pinpoint specific audiences 
B)  the short-life of the magazine 
C)  the inability to convey a sense of authority 
D)  fewer geographic options than other media 
E)  the inability to get consumers involved in the ad

Question 3

Julian recorded his favorite television program and then zapped the show to skip the commercials when watching it later.

Accepted Answer

A) True 
 B)False

Question 4

Which is NOT a relative advantage of television advertising?

Accepted Answer

A)  one-on-one reach 
B)  low absolute cost 
C)  ability to demonstrate a product in use 
D)  ability to generate excitement 
E)  intrusion value 
A)  one-on-one reach 
B)  low absolute cost 
C)  ability to demonstrate a product in use 
D)  ability to generate excitement 
E)  intrusion value

Question 5

When ads that have been recorded along with program material are fast-forwarded,_____ has occurred.

Accepted Answer

A)  trapping 
B)  zupping 
C)  zipping 
D)  zapping 
E)  escaping 
A)  trapping 
B)  zupping 
C)  zipping 
D)  zapping 
E)  escaping

Question 6

Network television advertising,although expensive in terms of per-unit cost,can be a cost-efficient means to reach mass audiences.

Accepted Answer

A) True 
 B)False

Question 7

A limitation of magazine advertising is the closing dates that require advertising materials to be on hand for weeks in advance of the actual publication date.

Accepted Answer

A) True 
 B)False

Question 8

Simmons and MRI produce annual reports of product and brand usage data and provide detailed media information.

Accepted Answer

A) True 
 B)False

Question 9

A magazine's media kit provides readership profiles of that magazine's audience.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following measures magazine readership?

Accepted Answer

A)  Nielsen Audio 
B)  Media Research, Inc. 
C)  Bruzzone Research Company 
D)  GfK Mediamark Research Inc. 
E)  National Advertising Association 
A)  Nielsen Audio 
B)  Media Research, Inc. 
C)  Bruzzone Research Company 
D)  GfK Mediamark Research Inc. 
E)  National Advertising Association

Question 11

The judges on the reality TV show American Idol drink out of large Coca-Cola cups during the show.This is an example of _____.

Accepted Answer

A)  product placement 
B)  sponsorship 
C)  an infomercial 
D)  sales promotion 
E)  slice-of-life advertising 
A)  product placement 
B)  sponsorship 
C)  an infomercial 
D)  sales promotion 
E)  slice-of-life advertising

Question 12

Jack owns a chain of bookstores.He has a limited advertising budget and wants to advertise in the medium with the lowest cost per thousand for reaching his target audience.Jack should use _____ advertising.

Accepted Answer

A)  television 
B)  magazine 
C)  radio 
D)  newspaper 
E)  outdoor 
A)  television 
B)  magazine 
C)  radio 
D)  newspaper 
E)  outdoor

Question 13

The Standardized Advertising Unit (SAU)system makes it possible for advertisers to purchase any one of _____ standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States.

Accepted Answer

A)  10 
B)  28 
C)  56 
D)  74 
E)  100 
A)  10 
B)  28 
C)  56 
D)  74 
E)  100

Question 14

The medium that is best able to use humor as an advertising strategy is _____.

Accepted Answer

A)  the Internet 
B)  radio 
C)  magazines 
D)  newspaper 
E)  television 
A)  the Internet 
B)  radio 
C)  magazines 
D)  newspaper 
E)  television

Question 15

Radio listeners remain on a radio station during commercials if the station is the correct format.

Accepted Answer

A) True 
 B)False

Question 16

Alan is the advertising director for an electronics company.He wants to advertise in a medium where detailed product information can be portrayed with a sense of authority.Alan should use _____ advertising.

Accepted Answer

A)  newspaper 
B)  billboard 
C)  magazine 
D)  radio 
E)  television 
A)  newspaper 
B)  billboard 
C)  magazine 
D)  radio 
E)  television

Question 17

Discuss the strengths and limitations of television advertising.

Accepted Answer

Television advertising's strengths are:

Question 18

An advertiser who is interested in advertising in a specific magazine would want to obtain a(n)_____ to learn about the demographic and lifestyle profiles of the readers.

Accepted Answer

A)  media kit 
B)  profile sheet 
C)  advertising listing 
D)  structure statement 
E)  influence report 
A)  media kit 
B)  profile sheet 
C)  advertising listing 
D)  structure statement 
E)  influence report

Question 19

Newspapers historically had been the leading advertising medium,but television surpassed newspapers as the medium that receives the greatest amount of advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is a problem with magazine audience measurement?

Accepted Answer

A)  number of articles in a magazine 
B)  small sample sizes 
C)  number of magazines focused on a topic 
D)  cost 
E)  All of these are correct. 
A)  number of articles in a magazine 
B)  small sample sizes 
C)  number of magazines focused on a topic 
D)  cost 
E)  All of these are correct.

Exam 12: Traditional Ad Media

A strength of newspaper advertising is the _____.

A limitation of magazine advertising is _____.

Julian recorded his favorite television program and then zapped the show to skip the commercials when watching it later.

Which is NOT a relative advantage of television advertising?

When ads that have been recorded along with program material are fast-forwarded,_____ has occurred.

Network television advertising,although expensive in terms of per-unit cost,can be a cost-efficient means to reach mass audiences.

A limitation of magazine advertising is the closing dates that require advertising materials to be on hand for weeks in advance of the actual publication date.

Simmons and MRI produce annual reports of product and brand usage data and provide detailed media information.

A magazine's media kit provides readership profiles of that magazine's audience.

Which of the following measures magazine readership?

The judges on the reality TV show American Idol drink out of large Coca-Cola cups during the show.This is an example of _____.

Jack owns a chain of bookstores.He has a limited advertising budget and wants to advertise in the medium with the lowest cost per thousand for reaching his target audience.Jack should use _____ advertising.

The Standardized Advertising Unit (SAU)system makes it possible for advertisers to purchase any one of _____ standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States.

The medium that is best able to use humor as an advertising strategy is _____.

Radio listeners remain on a radio station during commercials if the station is the correct format.

Alan is the advertising director for an electronics company.He wants to advertise in a medium where detailed product information can be portrayed with a sense of authority.Alan should use _____ advertising.

Discuss the strengths and limitations of television advertising.

An advertiser who is interested in advertising in a specific magazine would want to obtain a(n)_____ to learn about the demographic and lifestyle profiles of the readers.

Newspapers historically had been the leading advertising medium,but television surpassed newspapers as the medium that receives the greatest amount of advertising expenditures.

Which of the following is a problem with magazine audience measurement?

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters