Question 1

Which of the following is a complicating factor that makes subscription counting an inadequate way of determining a magazine's readership?

Accepted Answer

A)  Magazine subscriptions are collected through a variety of intermediaries, making it difficult to obtain accurate lists of who subscribes to what magazines. 
B)  Magazines often are purchased from newsstands, supermarkets, and other retail outlets rather than through subscriptions, thus completely eliminating knowledge of who purchases what magazines. 
C)  Magazines that are available in public locations (i.e., doctors' offices, beauty salons) are read by numerous people and not just the subscriber. 
D)  Individual magazines subscribers share issues with other people. 
E)  All of these are correct. 
A)  Magazine subscriptions are collected through a variety of intermediaries, making it difficult to obtain accurate lists of who subscribes to what magazines. 
B)  Magazines often are purchased from newsstands, supermarkets, and other retail outlets rather than through subscriptions, thus completely eliminating knowledge of who purchases what magazines. 
C)  Magazines that are available in public locations (i.e., doctors' offices, beauty salons) are read by numerous people and not just the subscriber. 
D)  Individual magazines subscribers share issues with other people. 
E)  All of these are correct.

Question 2

Advertisers use the CPM measure to compare different magazine buys.

Accepted Answer

A) True 
 B)False

Question 3

The period between 8 PM and 11 PM (or between 7 PM and 10 PM in some parts of the U.S.)is known as ____ in television.

Accepted Answer

A)  network time 
B)  nighttime 
C)  early fringe 
D)  prime access 
E)  prime time 
A)  network time 
B)  nighttime 
C)  early fringe 
D)  prime access 
E)  prime time

Question 4

The period preceding and following prime time in television is known as _____.

Accepted Answer

A)  off time 
B)  fringe time 
C)  nonprime time 
D)  slotting time 
E)  daytime 
A)  off time 
B)  fringe time 
C)  nonprime time 
D)  slotting time 
E)  daytime

Question 5

_____ in television occurs when an independent company,such as Buena Vista Television Advertising Sales and Sony Pictures Television,markets a TV show to as many network-affiliated or cable television stations as possible.

Accepted Answer

A)  Unwired network 
B)  Syndicated programming 
C)  Independent programming 
D)  Roadblocking 
E)  Wired network 
A)  Unwired network 
B)  Syndicated programming 
C)  Independent programming 
D)  Roadblocking 
E)  Wired network

Question 6

An advantage of radio advertising is short lead times.

Accepted Answer

A) True 
 B)False

Question 7

A limitation of radio advertising is _____.

Accepted Answer

A)  difficulty of buying radio time 
B)  long lead times 
C)  high CPMs 
D)  erosion of radio listening audience 
E)  that it is not intrusive 
A)  difficulty of buying radio time 
B)  long lead times 
C)  high CPMs 
D)  erosion of radio listening audience 
E)  that it is not intrusive

Question 8

The cost of network television advertising has more than tripled over the past two decades.

Accepted Answer

A) True 
 B)False

Question 9

A strength of _____ advertising is its ability to avail itself of the reputations and the sometimes bigger-than-life persona of local personalities.

Accepted Answer

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

Question 10

Nielsen Audio is the major service at both the national and local levels involved in measuring radio listenership and audience demographics.

Accepted Answer

A) True 
 B)False

Question 11

The traditional Nielsen Audio and Nielsen systems do not measure an audience's out-of-home listening and viewing.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is NOT a problem with television advertising?

Accepted Answer

A)  escalating advertising costs 
B)  erosion of television viewing audiences 
C)  substantial audience fractionalization 
D)  clutter 
E)  inability to achieve impact 
A)  escalating advertising costs 
B)  erosion of television viewing audiences 
C)  substantial audience fractionalization 
D)  clutter 
E)  inability to achieve impact

Question 13

A TV set-top box that requires consumers to punch a button to record their television viewing is known as a _____.

Accepted Answer

A)  program monitor 
B)  people meter 
C)  scanner 
D)  tracking device 
E)  diary 
A)  program monitor 
B)  people meter 
C)  scanner 
D)  tracking device 
E)  diary

Question 14

Bonnie needs information for local radio ratings.She would be able to get this information from _____.

Accepted Answer

A)  Statistical Research, Inc. 
B)  Bruzzone Research Company 
C)  Media Research, Inc. 
D)  Nielsen Audio 
E)  Experian Simmons 
A)  Statistical Research, Inc. 
B)  Bruzzone Research Company 
C)  Media Research, Inc. 
D)  Nielsen Audio 
E)  Experian Simmons

Question 15

Which of the following is a major mass advertising medium?

Accepted Answer

A)  newspapers 
B)  magazines 
C)  radio 
D)  television 
E)  All of these are correct. 
A)  newspapers 
B)  magazines 
C)  radio 
D)  television 
E)  All of these are correct.

Question 16

Which of the following is a strength of newspaper as an advertising medium?

Accepted Answer

A)  lack of clutter 
B)  long life 
C)  ability to reach potential customers on a personal and intimate level 
D)  consumers are in the right mental frame to process advertisements 
E)  transfer images from television advertising 
A)  lack of clutter 
B)  long life 
C)  ability to reach potential customers on a personal and intimate level 
D)  consumers are in the right mental frame to process advertisements 
E)  transfer images from television advertising

Question 17

Selecting the "best" medium depends on the _____.

Accepted Answer

A)  budget availability 
B)  competitive challenge 
C)  creative needs 
D)  advertiser's objectives 
E)  All of these are correct. 
A)  budget availability 
B)  competitive challenge 
C)  creative needs 
D)  advertiser's objectives 
E)  All of these are correct.

Question 18

More than any other medium,television is able to use humor as an effective advertising strategy.

Accepted Answer

A) True 
 B)False

Question 19

When an ad appears in any location,on any page,at the discretion of the newspaper,this is known as _____.

Accepted Answer

A)  run of press (ROP) 
B)  open placing 
C)  discretionary placement 
D)  run of paper (ROP) 
E)  standard advertising placement (SAP) 
A)  run of press (ROP) 
B)  open placing 
C)  discretionary placement 
D)  run of paper (ROP) 
E)  standard advertising placement (SAP)

Question 20

_____ are currently used in the top 25 designated market areas in the U.S.to gather data used for estimating TV program ratings.

Accepted Answer

A)  Paper diaries 
B)  Tracking systems 
C)  Focus groups 
D)  Recall tests 
E)  Local people meters 
A)  Paper diaries 
B)  Tracking systems 
C)  Focus groups 
D)  Recall tests 
E)  Local people meters

Exam 12: Traditional Ad Media

Which of the following is a complicating factor that makes subscription counting an inadequate way of determining a magazine's readership?

Advertisers use the CPM measure to compare different magazine buys.

The period between 8 PM and 11 PM (or between 7 PM and 10 PM in some parts of the U.S.)is known as ____ in television.

The period preceding and following prime time in television is known as _____.

_____ in television occurs when an independent company,such as Buena Vista Television Advertising Sales and Sony Pictures Television,markets a TV show to as many network-affiliated or cable television stations as possible.

An advantage of radio advertising is short lead times.

A limitation of radio advertising is _____.

The cost of network television advertising has more than tripled over the past two decades.

A strength of _____ advertising is its ability to avail itself of the reputations and the sometimes bigger-than-life persona of local personalities.

Nielsen Audio is the major service at both the national and local levels involved in measuring radio listenership and audience demographics.

The traditional Nielsen Audio and Nielsen systems do not measure an audience's out-of-home listening and viewing.

Which of the following is NOT a problem with television advertising?

A TV set-top box that requires consumers to punch a button to record their television viewing is known as a _____.

Bonnie needs information for local radio ratings.She would be able to get this information from _____.

Which of the following is a major mass advertising medium?

Which of the following is a strength of newspaper as an advertising medium?

Selecting the "best" medium depends on the _____.

More than any other medium,television is able to use humor as an effective advertising strategy.

When an ad appears in any location,on any page,at the discretion of the newspaper,this is known as _____.

_____ are currently used in the top 25 designated market areas in the U.S.to gather data used for estimating TV program ratings.

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