Question 1

GfK Mediamark Research Inc._____.

Accepted Answer

A)  provides cost per thousand information for magazines 
B)  measures effectiveness of billboard advertising 
C)  measures effectiveness of point-of-purchase materials 
D)  provides information on advertising to children 
E)  measures the effectiveness of music on retail shoppers

Question 2

Station format is a major consideration in the choice of radio vehicles.

Accepted Answer

A) True 
 B)False

Question 3

A limitation of magazine advertising is the long closing dates that require advertising materials to be on hand for weeks in advance of the actual publication date.

Accepted Answer

A) True 
 B)False

Question 4

A strength of magazine advertising is that it provides more geographic options than other media.

Accepted Answer

A) True 
 B)False

Question 5

The NAB offers a variety of services that assist both newspapers and national advertisers by simplifying the task of buying newspaper space and by offering discounts that make newspapers a more attractive medium.

Accepted Answer

A) True 
 B)False

Question 6

Which is the most expensive daypart for advertising on radio?

Accepted Answer

A)  morning and afternoon drive 
B)  midday 
C)  evening 
D)  late night 
E)  fringe.

Question 7

Which of the following is NOT a limitation of using magazines as an advertising medium?

Accepted Answer

A)  not intrusive 
B)  long lead times 
C)  clutter 
D)  buying difficulty 
E)  fewer geographic options

Question 8

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.

Question 9

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

Question 10

A strength of newspaper advertising is the _____.

Accepted Answer

A)  lack of clutter 
B)  ease of buying for national advertisers 
C)  ability to reach specific groups of consumers effectively 
D)  excellent reproduction quality 
E)  flexibility

Question 11

A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands,issues related to their brands,and the interests of brand purchasers.These are called _____.

Accepted Answer

A)  e-magazines 
B)  product publications 
C)  customized magazines 
D)  in-house news sources 
E)  blogs

Question 12

The best medium,or combination of media,is determined by counting advantages and limitations.

Accepted Answer

A) True 
 B)False

Question 13

With DVR's,people can _____-shift,or record programs and view them whenever convenient.

Accepted Answer

A)  place 
B)  advertising 
C)  time 
D)  media 
E)  attention

Question 14

Consumers consider _____ to be the most cluttered of all media types.

Accepted Answer

A)  television 
B)  radio 
C)  newspaper 
D)  magazines 
E)  billboards

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.

Question 16

Discuss the strengths and limitations of television advertising.

Accepted Answer

The answer of Discuss the strengths and limitations of television...

Question 17

The average television household now has upwards of 90 or more TV channels from which to choose,which means that advertisements simply do not reach the large numbers of consumers they once did.This is referred to as _____.

Accepted Answer

A)  technology transfer 
B)  clutter 
C)  media myopia 
D)  multi-media dispersion 
E)  audience fractionalization

Question 18

When ads that have been recorded along with program material are fast-forwarded,_____ has occurred.

Accepted Answer

A)  trapping 
B)  zupping 
C)  zipping 
D)  zapping 
E)  escaping

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Advertisements placed ROP (run of press)means that the ad appears in any location,on any page,at the discretion of the newspaper.

Accepted Answer

A) True 
 B)False

Exam 12: Traditional Advertising Media

GfK Mediamark Research Inc._____.

Station format is a major consideration in the choice of radio vehicles.

A limitation of magazine advertising is the long closing dates that require advertising materials to be on hand for weeks in advance of the actual publication date.

A strength of magazine advertising is that it provides more geographic options than other media.

The NAB offers a variety of services that assist both newspapers and national advertisers by simplifying the task of buying newspaper space and by offering discounts that make newspapers a more attractive medium.

Which is the most expensive daypart for advertising on radio?

Which of the following is NOT a limitation of using magazines as an advertising medium?

Selecting the "best" medium depends on the _____.

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.

A strength of newspaper advertising is the _____.

A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands,issues related to their brands,and the interests of brand purchasers.These are called _____.

The best medium,or combination of media,is determined by counting advantages and limitations.

With DVR's,people can _____-shift,or record programs and view them whenever convenient.

Consumers consider _____ to be the most cluttered of all media types.

Which of the following is a major mass advertising medium?

Discuss the strengths and limitations of television advertising.

The average television household now has upwards of 90 or more TV channels from which to choose,which means that advertisements simply do not reach the large numbers of consumers they once did.This is referred to as _____.

When ads that have been recorded along with program material are fast-forwarded,_____ has occurred.

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

Advertisements placed ROP (run of press)means that the ad appears in any location,on any page,at the discretion of the newspaper.