Exam 12: Media Basics

Paid media lacks which of the following?

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?

Media buyers develop the strategic decisions outlined in the media plan.

When P&G introduced Physique shampoo,it sent emails to people asking for referrals.People referring 10 friends to the shampoo's promotional website received free merchandise and were entered into a sweepstakes to win a year's supply of the shampoo.Explain what this technique is and why marketers use it.

Why might a media buyer prefer to use measured media rather than nontraditional media?

IMC plans are ________.

Members of which of the following generational groups grew up with DVDs,TiVo,satellite radio,iPods,smart phones,Facebook,and Twitter?

Traditional measured media such as print and broadcast are also referred to as ________ media channels.

What is a media mix?

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 ________.

________ is branded entertainment,designed to engage customers with brands.

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.

In traditional mass media,communication is a one-way process.

The internet,mail,and telephone are all examples of ________ media.

The biggest problem with product placement is that the placement may not be noticed.

Ronny finished college three years ago and has been working in the advertising industry ever since.Ronny feels comfortable adopting technological innovations at work and in his personal life,perhaps because he is a member of the first generation to grow up with personal computers and the internet.Ronny belongs to which generation?

The term multiplatform describes multichannel and multimarketing communication areas.

For the launch of a new camera in Korea,Nikon created a celebrity "red carpet" experience in a Seoul subway station.Commuters walked on a red carpet past a billboard filled with life-like images of photographers.When a commuter walked directly in front of the billboard,lights flashed on the board,creating the illusion that the commuter was a celebrity having his or her photo snapped by dozens of reporters.This is an example of ________.

Which of the following is an advantage of owned media?

Which term refers to the digitization of the media,in which all of the mass media save and transmit information through the same digital forms?