Exam 12: Media Basics

Who implements the media plan?

Which of the following has the most in common with broadcasting?

Newspaper is the ________,and the Wall Street Journal is the ________.

What does the term viral marketing mean?

Which term refers to the way various types of media are strategically combined in a media plan?

Lisa works at a major advertising agency and is an expert in the television schedule for eight major markets in the United States.Her job entails identifying specific television shows that will deliver the desired audience for her agency's client,negotiating the costs to advertise in them,and handling the details of billing and payment.What is Lisa's job title?

A new pizza restaurant is opening in town.The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening.The owners of the restaurant are using ________.

Which of the following would NOT be considered owned media?

Which of the following is an interactive advertising placement strategy defined as paid ads that are so integrated with a web page's content and design that viewers feel the ad naturally belongs on the page?

Which of the following is NOT an advantage of product placement?

Explain how media technology has changed from the print era to today.

Tara Keegan owns Live Well,a small chain of health stores offering a variety of natural health products and related services.Tara is committed to the principles of IMC,so she is most likely to require that all media contact points achieve which of the following?

Jane is teaching an undergraduate introductory advertising course and is trying to explain the difference between reach and frequency.How should Jane explain these terms? What is the goal of a media plan with respect to these two terms?

Your friend is confused about the terms impression and circulation.What would you say to help him understand the difference in these concepts?

Briefly describe the modern media landscape and how advertisers have adjusted to it.

In the evolution of media,the ________ era featured electronic information transmitted through the internet and saw the birth of e-commerce.

________ work for a specific vehicle,such as a magazine or local television station,with the objective of building the best possible argument to convince media planners to use the medium they represent.

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

Which of the following refers to a brand appearing in a television program or movie as a prop?

Media that offer opportunities for dialogue and two-way conversations between companies and customers,as well as among consumers,are most accurately described as ________.