Exam 12: Media Basics

Exposure does not necessarily lead to readership or viewership.

Which of the following relies on the power of personal communication in consumer decision making?

Describe the practice of product placement and discuss its advantages and disadvantages.

A popular comedy show on Fox network had a rating of 4.0 but a share of 7.Why are these two numbers different?

Some television shows have shown actors drinking a cup of Starbucks coffee.In these instances,Starbucks has chosen ________ as a marketing tool.

All of the following are trends in the modern media landscape EXCEPT which one?

Homemade videos and commercials posted on YouTube are examples of consumer-generated content.

Which of the following is NOT a type of measured media?

________ are independent organizations that specialize in doing media research,planning,and buying.

Viral marketing primarily uses which of the following communication channels?

Which of the following describes multichannel and multimarketing communication areas?

Which of the following refers to communication channels through which messages can be sent to identifiable groups of people with a distinct common interest?

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. -Allison is working with a client that is preparing a national launch of a new line of packaged snacks.The client wants to maximize the reach of its marketing communication efforts.Which of the following media vehicles should Allison recommend?

The broadcast industry uses ratings rather than gross impression figures.

IMC plans are multiplatform,multichannel,and multitargeted.

Who sells space and time for a variety of media?

Branded entertainment and product placement are simply different names for the same strategy.

You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture.Upscale Furnishings is developing a direct customer relationship with you through guerilla marketing.

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. -Allison is working with a client that wants to maximize frequency over a one-month period.Which of the following media should Allison NOT recommend to this client?

A company is using ________ when it airs a television commercial to millions.