Question 1

Which of the following is LEAST likely an example of corporate media?

Accepted Answer

A)  stationery 
B)  movie trailer 
C)  signage 
D)  delivery trucks 
E)  staff appearance

Question 2

The term ________ refers to the way messages are delivered to a target audience.

Accepted Answer

A)  marketing 
B)  engagement 
C)  media 
D)  broadcast 
E)  reach

Question 3

Explain the difference between mass media and niche media.

Accepted Answer

The answer of Explain the difference between mass media and...

Question 4

Exposure does not necessarily lead to readership or viewership.

Accepted Answer

A) True 
 B)False

Question 5

One advantage of advertising in magazines is that they have high reach potential because they are passed along to family,friends,customers,and colleagues.

Accepted Answer

A) True 
 B)False

Question 6

Why is the use of nontraditional media particularly important for marketers who are trying to reach the youth market?

Accepted Answer

The answer of Why is the use of nontraditional media...

Question 7

Viral marketing primarily uses which of the following communication channels?

Accepted Answer

A)  billboards 
B)  print media 
C)  radio 
D)  broadcast media 
E)  social media

Question 8

Fishing Gear sells a range of fishing products to outdoor enthusiasts and serious fishermen.Fishing Gear wants to reach its target market in a way that minimizes intrusiveness.Which of the following would be the best fit for Fishing Gear?

Accepted Answer

A)  personal selling 
B)  print ads in Fishing and Hunting News 
C)  commercials on cable television 
D)  emails to all individuals with a fishing license 
E)  banner ads on websites

Question 9

The goal of media planning is to:

Accepted Answer

A)  minimize impact and minimize cost 
B)  maximize impact and minimize cost 
C)  maximize impact and maximize cost 
D)  maximize impact and stabilize cost 
E)  stabilize impact and minimize cost

Question 10

Refer to the scenario below to answer the following questions.
Suzanne and Shandra, longtime friends, share a love of animals and an animal grooming business. They own a small fleet of RV motorhomes outfitted with comfortable dog and cat grooming stations. On-the-Go Groomer's motorhomes come to clients' homes in the metro area to provide pet services instead of requiring pet owners to come to them. Suzanne and Shandra are pleased with their success, but both feel that they are not reaching enough potential customers. So far, they have relied on local newspaper advertisements and positive word-of-mouth to generate business. Suzanne said, "We have come so far and really have a great little business going. But I think we could become much bigger with the right plans in place."
-How might Suzanne and Shandra use addressable media in a media plan for On-the-Go Groomers?

Accepted Answer

The answer of Refer to the scenario below to answer...

Question 11

Scannable QR codes that link to product websites are now being used ________.

Accepted Answer

A)  on television 
B)  on mobile ads 
C)  on radio 
D)  in print ads 
E)  in branded entertainment

Question 12

Explain how the explosion in online media has affected print newspapers.

Accepted Answer

The answer of Explain how the explosion in online media...

Question 13

Media brokers work for a specific medium,such as a magazine or local television station,and their objective is to build the best possible argument to convince media planners to use the medium they represent.

Accepted Answer

A) True 
 B)False

Question 14

Refer to the following passage to answer the questions below.
Allison works in the media department of a major advertising agency that has several national advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV programs, newspapers, magazines, or radio programs and stations for clients' advertising; negotiating the costs to advertise in them; and handling the details of billing and payment. Although one of the agency's major clients advertises primarily in magazines, the media plan calls for the use of newspaper advertising as well.
-The media plan calls for placing ads in all the major newspapers in the southeastern United States.Because newspaper is primarily a local medium,Allison seeks the services of a professional to assist her in placing the buy with one order.Allison needs to contact a ________.

Accepted Answer

A)  media salesperson 
B)  customer service rep 
C)  media rep 
D)  media-buying service 
E)  media consolidator

Question 15

Which of the following would NOT be considered owned media?

Accepted Answer

A)  websites 
B)  direct-mail email address lists 
C)  Facebook sites 
D)  public relations publications 
E)  word-of-mouth

Question 16

Refer to the scenario below to answer the following questions.
Suzanne and Shandra, longtime friends, share a love of animals and an animal grooming business. They own a small fleet of RV motorhomes outfitted with comfortable dog and cat grooming stations. On-the-Go Groomer's motorhomes come to clients' homes in the metro area to provide pet services instead of requiring pet owners to come to them. Suzanne and Shandra are pleased with their success, but both feel that they are not reaching enough potential customers. So far, they have relied on local newspaper advertisements and positive word-of-mouth to generate business. Suzanne said, "We have come so far and really have a great little business going. But I think we could become much bigger with the right plans in place."
-Suzanne and Shandra advertised in the metro newspaper and now want to calculate how many people saw their ad last week.What are Suzanne and Shandra trying to determine?

Accepted Answer

The answer of Refer to the scenario below to answer...

Question 17

A ________ identifies the best media to use to deliver an advertising message to a targeted audience and is a subsection within a marketing communications plan.

Accepted Answer

A)  media impression 
B)  media vehicle 
C)  gross impression plan 
D)  media plan 
E)  message plan

Question 18

A major change in consumer media use is the increase in media-driven lives.

Accepted Answer

A) True 
 B)False

Question 19

Marketing that reaches people on the street and in public places is called ________ marketing.

Accepted Answer

A)  word-of-mouth 
B)  viral 
C)  search 
D)  experiential 
E)  guerilla

Question 20

The distinction between mass media and niche media is based entirely on size.

Accepted Answer

A) True 
 B)False

Exam 11: Media Basics

Which of the following is LEAST likely an example of corporate media?

The term ________ refers to the way messages are delivered to a target audience.

Explain the difference between mass media and niche media.

Exposure does not necessarily lead to readership or viewership.

One advantage of advertising in magazines is that they have high reach potential because they are passed along to family,friends,customers,and colleagues.

Why is the use of nontraditional media particularly important for marketers who are trying to reach the youth market?

Viral marketing primarily uses which of the following communication channels?

Fishing Gear sells a range of fishing products to outdoor enthusiasts and serious fishermen.Fishing Gear wants to reach its target market in a way that minimizes intrusiveness.Which of the following would be the best fit for Fishing Gear?

The goal of media planning is to:

Scannable QR codes that link to product websites are now being used ________.

Explain how the explosion in online media has affected print newspapers.

Media brokers work for a specific medium,such as a magazine or local television station,and their objective is to build the best possible argument to convince media planners to use the medium they represent.

Which of the following would NOT be considered owned media?

A ________ identifies the best media to use to deliver an advertising message to a targeted audience and is a subsection within a marketing communications plan.

A major change in consumer media use is the increase in media-driven lives.

Marketing that reaches people on the street and in public places is called ________ marketing.

The distinction between mass media and niche media is based entirely on size.