Question 1

C3 ratings suggest that ads placed in which of the following situations of a pod generate the lowest awareness among ads in the pod sequence?

Accepted Answer

A) In the first position 
B) Near the beginning 
C) In the middle 
D) At the end

Question 2

Each of the following is an advantage of radio advertising except:

Accepted Answer

A) low production costs. 
B) flexibility. 
C) long exposure time. 
D) intimacy.

Question 3

Part of a media planner's job is to gather facts about various media.

Accepted Answer

A) True 
 B)False

Question 4

What are the advantages of out-of-home advertising?

Accepted Answer

The answer of What are the advantages of out-of-home advertising?...

Question 5

Which of the following measures the number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period?

Accepted Answer

A) Reach 
B) Frequency 
C) Demographics 
D) Impressions

Question 6

The individual that negotiates rates for out-of-home space and in magazine ads is the:

Accepted Answer

A) creative. 
B) media planner. 
C) media buyer. 
D) client.

Question 7

Billboard advertising tends to have a high CPM.

Accepted Answer

A) True 
 B)False

Question 8

Recency theory suggests that it is a waste of money when an advertisement reaches an individual or business that does not need a particular product or does not have an interest in the product.

Accepted Answer

A) True 
 B)False

Question 9

If the objective of an advertising campaign is to increase brand recognition, then the emphasis should be on:

Accepted Answer

A) the visual presentation of the product and/or logo. 
B) a high level of frequency. 
C) using persuasive advertising. 
D) using an emotional appeal.

Question 10

Rating points are a measure of the impact or intensity of a media plan.

Accepted Answer

A) True 
 B)False

Question 11

Describe continuous, pulsating, and flighting advertising schedules.

Accepted Answer

The answer of Describe continuous, pulsating, and flighting advertising schedules....

Question 12

DirecTV targeting television ads for high-end automobiles to its subscribers who are watching sports and have family incomes above $100,000 is called:

Accepted Answer

A) spot ratings. 
B) targeted ratings. 
C) dynamic advertising. 
D) C3 ratings.

Question 13

Declining sales led the producers of S.O.S. scrubbing pads to advertise in women's magazines. The person most likely to provide this suggestion would be the:

Accepted Answer

A) creative. 
B) media planner. 
C) media buyer. 
D) client.

Question 14

The technology that allows a company such as DirecTV to obtain consumer information from marketing research firms and combine it with the company's data to send targeted ads to its subscribers that meet specific criteria is:

Accepted Answer

A) spot ratings. 
B) targeted ratings. 
C) dynamic advertising. 
D) C3 ratings.

Question 15

Cost per rating point is calculated as:

Accepted Answer

A) cost of media buy divided by the vehicle's rating. 
B) cost of media buy multiplied by the number of viewers. 
C) ratings divided by gross exposures. 
D) cost of media buy divided by gross exposures.

Question 16

Television offers each of the following advantages except:

Accepted Answer

A) low cost. 
B) quality creative opportunities. 
C) high frequency potential. 
D) high intrusion value.

Question 17

Define a media strategy.

Accepted Answer

The answer of Define a media strategy....

Question 18

Reach and frequency are, in essence, the same thing, because they show how many people encountered an advertisement during a given time period.

Accepted Answer

A) True 
 B)False

Question 19

The exposure pattern or schedule used in an ad campaign is its:

Accepted Answer

A) continuity. 
B) discontinuity campaign. 
C) reach. 
D) frequency.

Question 20

Multiplying a vehicle's rating times opportunities to see for an advertisement calculates the:

Accepted Answer

A) cost per thousand. 
B) gross rating points. 
C) cost per rating point. 
D) frequency.

Exam 7: Traditional Media Channels

C3 ratings suggest that ads placed in which of the following situations of a pod generate the lowest awareness among ads in the pod sequence?

Each of the following is an advantage of radio advertising except:

Part of a media planner's job is to gather facts about various media.

What are the advantages of out-of-home advertising?

Which of the following measures the number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period?

The individual that negotiates rates for out-of-home space and in magazine ads is the:

Billboard advertising tends to have a high CPM.

Recency theory suggests that it is a waste of money when an advertisement reaches an individual or business that does not need a particular product or does not have an interest in the product.

If the objective of an advertising campaign is to increase brand recognition, then the emphasis should be on:

Rating points are a measure of the impact or intensity of a media plan.

Describe continuous, pulsating, and flighting advertising schedules.

DirecTV targeting television ads for high-end automobiles to its subscribers who are watching sports and have family incomes above $100,000 is called:

Declining sales led the producers of S.O.S. scrubbing pads to advertise in women's magazines. The person most likely to provide this suggestion would be the:

The technology that allows a company such as DirecTV to obtain consumer information from marketing research firms and combine it with the company's data to send targeted ads to its subscribers that meet specific criteria is:

Cost per rating point is calculated as:

Television offers each of the following advantages except:

Define a media strategy.

Reach and frequency are, in essence, the same thing, because they show how many people encountered an advertisement during a given time period.

The exposure pattern or schedule used in an ad campaign is its:

Multiplying a vehicle's rating times opportunities to see for an advertisement calculates the: