Question 1

In a sequence of television commercials, advertisements placed at the beginning of the sequence have the best recall. Ads in the middle and end of the sequence have very little impact.

Accepted Answer

A) True 
 B)False

Question 2

Describe a spot ad. What skill may determine the price paid for such an ad?

Accepted Answer

The answer of Describe a spot ad. What skill may...

Question 3

Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him. Now every ad for jewelry catches his attention. The approach that explains this is:

Accepted Answer

A) intrusion value. 
B) media multiplier effect. 
C) recency theory. 
D) three-exposure hypothesis.

Question 4

A flighting, or discontinuous, schedule for a perfume could include advertising throughout the entire year with extra ads during holidays such as Christmas, Valentine's Day, and Mother's Day.

Accepted Answer

A) True 
 B)False

Question 5

Define continuity and gross impressions.

Accepted Answer

The answer of Define continuity and gross impressions....

Question 6

Of the following, the medium that offers the most effective form of a one-on-one message by the spokesperson in the ad is:

Accepted Answer

A) radio. 
B) newspaper. 
C) magazine. 
D) outdoor.

Question 7

Cost per rating point is the:

Accepted Answer

A) number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period. 
B) measure of the impact or intensity of a media plan. 
C) relative measure of the efficiency of a media vehicle relative to a firm's target market. 
D) average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period.

Question 8

What are the primary benefits of television advertising? The primary problems?

Accepted Answer

The answer of What are the primary benefits of television...

Question 9

A marketing analysis is a comprehensive review of a company's advertising campaigns.

Accepted Answer

A) True 
 B)False

Question 10

A pulsating schedule means there is an even amount spent on advertising throughout the year.

Accepted Answer

A) True 
 B)False

Question 11

The media multiplier effect means:

Accepted Answer

A) the combined impact of using two or more media is stronger than using either medium alone. 
B) the combined effect of television and magazines will increase recall by at least 25 percent. 
C) the use of both trade journals and consumer journals for business-to-business ads will have a greater impact than using either medium alone. 
D) that if three different media are used, the combined impact is greater than if only two different media are used.

Question 12

In terms of media, local retailers tend to spend the most dollars on:

Accepted Answer

A) newspaper ads. 
B) radio ads. 
C) television ads. 
D) billboards.

Question 13

What are the primary advantages of newspaper advertising?

Accepted Answer

The answer of What are the primary advantages of newspaper...

Question 14

Print media has the advantage of intrusion value.

Accepted Answer

A) True 
 B)False

Question 15

In terms of television ratings, an approach that has been growing in use is:

Accepted Answer

A) net rating points rather than gross rating points, GRPs. 
B) gross impressions and OTS. 
C) Nielsen's national rating points. 
D) providing a rating for the actual commercial spot, called C3 ratings.

Question 16

A Nielsen rating of 15.3 for a CSI television show means:

Accepted Answer

A) 15.3 percent of viewers of CSI watched the ads during the show. 
B) of the televisions that were turned on in the U.S., 15.3 percent were tuned to the CSI show. 
C) 15.3 percent of all televisions in the U.S. were tuned to the CSI show. 
D) of those watching the CSI show, 15.3 percent matched the advertisers target market.

Question 17

What are the primary benefits of radio advertising? The primary problems?

Accepted Answer

The answer of What are the primary benefits of radio...

Question 18

In the business-to-business arena, applying recency theory means that ads should appear in a number of outlets rather than a series of ads in one trade journal.

Accepted Answer

A) True 
 B)False

Question 19

Of the following media, the medium with the greatest or longest life is:

Accepted Answer

A) television. 
B) radio. 
C) magazines. 
D) billboards.

Question 20

Of the following advertising media, the one with the highest level of credibility is:

Accepted Answer

A) television. 
B) radio. 
C) newspapers. 
D) magazines.

Exam 7: Traditional Media Channels

In a sequence of television commercials, advertisements placed at the beginning of the sequence have the best recall. Ads in the middle and end of the sequence have very little impact.

Describe a spot ad. What skill may determine the price paid for such an ad?

Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him. Now every ad for jewelry catches his attention. The approach that explains this is:

A flighting, or discontinuous, schedule for a perfume could include advertising throughout the entire year with extra ads during holidays such as Christmas, Valentine's Day, and Mother's Day.

Define continuity and gross impressions.

Of the following, the medium that offers the most effective form of a one-on-one message by the spokesperson in the ad is:

Cost per rating point is the:

What are the primary benefits of television advertising? The primary problems?

A marketing analysis is a comprehensive review of a company's advertising campaigns.

A pulsating schedule means there is an even amount spent on advertising throughout the year.

The media multiplier effect means:

In terms of media, local retailers tend to spend the most dollars on:

What are the primary advantages of newspaper advertising?

Print media has the advantage of intrusion value.

In terms of television ratings, an approach that has been growing in use is:

A Nielsen rating of 15.3 for a CSI television show means:

What are the primary benefits of radio advertising? The primary problems?

In the business-to-business arena, applying recency theory means that ads should appear in a number of outlets rather than a series of ads in one trade journal.

Of the following media, the medium with the greatest or longest life is:

Of the following advertising media, the one with the highest level of credibility is: