Question 1

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

Question 2

The share figure is always larger than the rating for television because the base is smaller.

Accepted Answer

A) True 
 B)False

Question 3

Describe how Americans' media habits are changing and how this will affect future media mixes.

Accepted Answer

Americans are spending more time on the

Question 4

Interactive media is more useful than mass media for engaging consumers in brand-related conversations.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

Young people are typically the

Question 6

The traditional television advertising model is projected to continue to account for the biggest spend in advertising.

Accepted Answer

A) True 
 B)False

Question 7

Media convergence has occurred because nearly every media vehicle has one or more websites.

Accepted Answer

A) True 
 B)False

Question 8

How do earned media,paid media,and owned media compare in terms of message control and credibility?

Accepted Answer

Message control is an advantage of both

Question 9

Which of the following is a type of place-based media channel?

Accepted Answer

A) radio 
B) magazine 
C) newspaper 
D) kiosk 
E) directory 
A) radio 
B) magazine 
C) newspaper 
D) kiosk 
E) directory

Question 10

Which of the following is an advantage of owned media?

Accepted Answer

A) message control 
B) credibility 
C) ease of measurement 
D) most engaging 
E) most persuasive 
A) message control 
B) credibility 
C) ease of measurement 
D) most engaging 
E) most persuasive

Question 11

A media mix is the way various types of media are strategically combined in a media plan.

Accepted Answer

A) True 
 B)False

Question 12

In the major media categories,the ad spend in newspapers is anticipated to continue to decrease.

Accepted Answer

A) True 
 B)False

Question 13

Members of which of the following generational groups grew up with tape recorders,video games,VCRs,and cable TV,but not cell phones,computers,or internet?

Accepted Answer

A) Traditionalists 
B) Boomers 
C) Gen Xers 
D) Gen Yers 
E) Millennials 
A) Traditionalists 
B) Boomers 
C) Gen Xers 
D) Gen Yers 
E) Millennials

Question 14

The animated program City Hunters,created for the Axe brand,is an example of ________.

Accepted Answer

A) advertainment 
B) viral marketing 
C) alternative media 
D) subliminal advertising 
E) guerilla marketing 
A) advertainment 
B) viral marketing 
C) alternative media 
D) subliminal advertising 
E) guerilla marketing

Question 15

Media impact begins with ________.

Accepted Answer

A) impressions 
B) circulation 
C) exposure 
D) reach 
E) frequency 
A) impressions 
B) circulation 
C) exposure 
D) reach 
E) frequency

Question 16

Explain the difference between interactivity and engagement in terms of the media environment.

Accepted Answer

Interactivity means that audie

Question 17

In the broadcast industry,which of the following converts a raw number of households to a percentage?

Accepted Answer

A) gross impressions 
B) ratings 
C) frequency 
D) circulation 
E) engagement 
A) gross impressions 
B) ratings 
C) frequency 
D) circulation 
E) engagement

Question 18

Who makes the strategic decisions outlined in the media plan?

Accepted Answer

A) media buyers 
B) media researchers 
C) media planners 
D) media reps 
E) media brokers 
A) media buyers 
B) media researchers 
C) media planners 
D) media reps 
E) media brokers

Question 19

Uptown Cleaning Crew is a company that provides house cleaning services in major urban and suburban areas.Marketers at Uptown Cleaning Crew developed a short,humorous video promoting the company's services,and they hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues.The marketers at Uptown Cleaning Crew are using ________.

Accepted Answer

A) guerilla marketing 
B) viral communication 
C) product placement 
D) mobile marketing 
E) branded apps 
A) guerilla marketing 
B) viral communication 
C) product placement 
D) mobile marketing 
E) branded apps

Question 20

Which of the following is NOT an example of corporate media?

Accepted Answer

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

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

The share figure is always larger than the rating for television because the base is smaller.

Describe how Americans' media habits are changing and how this will affect future media mixes.

Interactive media is more useful than mass media for engaging consumers in brand-related conversations.

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

The traditional television advertising model is projected to continue to account for the biggest spend in advertising.

Media convergence has occurred because nearly every media vehicle has one or more websites.

How do earned media,paid media,and owned media compare in terms of message control and credibility?

Which of the following is a type of place-based media channel?

Which of the following is an advantage of owned media?

A media mix is the way various types of media are strategically combined in a media plan.

In the major media categories,the ad spend in newspapers is anticipated to continue to decrease.

Members of which of the following generational groups grew up with tape recorders,video games,VCRs,and cable TV,but not cell phones,computers,or internet?

The animated program City Hunters,created for the Axe brand,is an example of ________.

Media impact begins with ________.

Explain the difference between interactivity and engagement in terms of the media environment.

In the broadcast industry,which of the following converts a raw number of households to a percentage?

Who makes the strategic decisions outlined in the media plan?

Which of the following is NOT an example of corporate media?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 12: Media Basics

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

The share figure is always larger than the rating for television because the base is smaller.

Describe how Americans' media habits are changing and how this will affect future media mixes.

Interactive media is more useful than mass media for engaging consumers in brand-related conversations.

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

The traditional television advertising model is projected to continue to account for the biggest spend in advertising.

Media convergence has occurred because nearly every media vehicle has one or more websites.

How do earned media,paid media,and owned media compare in terms of message control and credibility?

Which of the following is a type of place-based media channel?

Which of the following is an advantage of owned media?

A media mix is the way various types of media are strategically combined in a media plan.

In the major media categories,the ad spend in newspapers is anticipated to continue to decrease.

Members of which of the following generational groups grew up with tape recorders,video games,VCRs,and cable TV,but not cell phones,computers,or internet?

The animated program City Hunters,created for the Axe brand,is an example of ________.

Media impact begins with ________.

Explain the difference between interactivity and engagement in terms of the media environment.

In the broadcast industry,which of the following converts a raw number of households to a percentage?

Who makes the strategic decisions outlined in the media plan?

Which of the following is NOT an example of corporate media?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters