Question 1

The two media that are most effective for reaching segmented audiences are ____.

Accepted Answer

A)  radio and television 
B)  radio and magazine 
C)  radio and newspaper 
D)  newspaper and magazine 
E)  billboards and magazine 
A)  radio and television 
B)  radio and magazine 
C)  radio and newspaper 
D)  newspaper and magazine 
E)  billboards and magazine

Question 2

An advertiser of designer jewelry would want to use _____ advertising if she wants to convey elegance,quality,and snob appeal.

Accepted Answer

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

Question 3

National advertising is clearly the mainspring of newspapers.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is NOT a strength of radio as an advertising medium?

Accepted Answer

A)  ability to reach segmented audiences 
B)  ability to reach prospective customers on a personal and intimate level 
C)  high CPM 
D)  short lead times 
E)  ability to transfer images from television advertising 
A)  ability to reach segmented audiences 
B)  ability to reach prospective customers on a personal and intimate level 
C)  high CPM 
D)  short lead times 
E)  ability to transfer images from television advertising

Question 5

Short lead times is an advantage of newspaper advertising.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following measures magazine readership?

Accepted Answer

A)  Arbitron 
B)  Nielsen Media Research 
C)  Bruzzone Research Company 
D)  GfK Mediamark Research Inc. 
E)  National Advertising Bureau 
A)  Arbitron 
B)  Nielsen Media Research 
C)  Bruzzone Research Company 
D)  GfK Mediamark Research Inc. 
E)  National Advertising Bureau

Question 7

An advantage of radio advertising is its ability to reach prospective customers on a personal and intimate level.

Accepted Answer

A) True 
 B)False

Question 8

The National Advertising Bureau _____.

Accepted Answer

A)  assists newspapers and national advertisers by simplifying the task of buying newspaper space 
B)  regulates newspaper advertisements 
C)  measures the effectiveness of newspaper advertising 
D)  is a branch of the Federal Trade Commission 
E)  measures magazine readership 
A)  assists newspapers and national advertisers by simplifying the task of buying newspaper space 
B)  regulates newspaper advertisements 
C)  measures the effectiveness of newspaper advertising 
D)  is a branch of the Federal Trade Commission 
E)  measures magazine readership

Question 9

A provider of local radio network ratings is _____.

Accepted Answer

A)  Information Resources, Inc. 
B)  Experian Simmons 
C)  Statistical Research, Inc. 
D)  GfK Mediamark Research Inc. 
E)  Arbitron 
A)  Information Resources, Inc. 
B)  Experian Simmons 
C)  Statistical Research, Inc. 
D)  GfK Mediamark Research Inc. 
E)  Arbitron

Question 10

A strength of magazine advertising is its creative ability to get consumers involved in ads.

Accepted Answer

A) True 
 B)False

Question 11

The cost of network television advertising depends on _____.

Accepted Answer

A)  the time of day when an ad is aired 
B)  the popularity of the television program in which the ad is placed 
C)  the time of year 
D)  royalties for music 
E)  All of these are correct, except for royalties for music. 
A)  the time of day when an ad is aired 
B)  the popularity of the television program in which the ad is placed 
C)  the time of year 
D)  royalties for music 
E)  All of these are correct, except for royalties for music.

Question 12

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

Question 13

Zapping takes place when ads that have been recorded along with program material using a video cassette recorder or a digital video recorder are fast-forwarded when the viewer watches the prerecorded material.

Accepted Answer

A) True 
 B)False

Question 14

_____ 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 15

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 16

In terms of target audience cost per thousand,radio advertising is considerably more expensive than other mass media.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is a strength of magazine advertising?

Accepted Answer

A)  some magazines reach very large audiences 
B)  ability to pinpoint specific audiences 
C)  long life 
D)  high level of reproduction quality 
E)  All of these are correct. 
A)  some magazines reach very large audiences 
B)  ability to pinpoint specific audiences 
C)  long life 
D)  high level of reproduction quality 
E)  All of these are correct.

Question 18

The implementation of the SAU system made it possible for advertisers to purchase any one of 56 standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  small sample sizes 
B)  sample composition may be unrepresentative of audience readership 
C)  respondent fatigue and potentially faulty responses 
D)  cost 
E)  All of these are correct, except for cost. 
A)  small sample sizes 
B)  sample composition may be unrepresentative of audience readership 
C)  respondent fatigue and potentially faulty responses 
D)  cost 
E)  All of these are correct, except for cost.

Question 20

_____ which are currently available in 10 major markets in the U.S.,provide media buyers with daily feedback about audience size and composition for particular programs.

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 Advertising Media

The two media that are most effective for reaching segmented audiences are ____.

An advertiser of designer jewelry would want to use _____ advertising if she wants to convey elegance,quality,and snob appeal.

National advertising is clearly the mainspring of newspapers.

Which of the following is NOT a strength of radio as an advertising medium?

Short lead times is an advantage of newspaper advertising.

Which of the following measures magazine readership?

An advantage of radio advertising is its ability to reach prospective customers on a personal and intimate level.

The National Advertising Bureau _____.

A provider of local radio network ratings is _____.

A strength of magazine advertising is its creative ability to get consumers involved in ads.

The cost of network television advertising depends on _____.

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

Zapping takes place when ads that have been recorded along with program material using a video cassette recorder or a digital video recorder are fast-forwarded when the viewer watches the prerecorded material.

_____ 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.

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

In terms of target audience cost per thousand,radio advertising is considerably more expensive than other mass media.

Which of the following is a strength of magazine advertising?

The implementation of the SAU system made it possible for advertisers to purchase any one of 56 standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States.

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

_____ which are currently available in 10 major markets in the U.S.,provide media buyers with daily feedback about audience size and composition for particular programs.

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 Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters