Exam 12: Media Basics

The internet is the most multidimensional medium available to advertisers.

The most intrusive medium is ________.

Intrusiveness is the primary strategy for countering clutter in the media environment.

Explain the relationship between a medium's level of intrusiveness and its capacity for personalization.

Which of the following has been referred to as "stealth advertising" by the Writers Guild of America?

The distinction between mass media and niche media is based entirely on size.

Which of the following statements is TRUE regarding print media?

Which of the following refers to the captivating quality of media that the audience finds engrossing?

When did Facebook first come online?

Paid media buys take the forms of_______ and ________.

Most media use intrusiveness to some degree as a way to grab the attention of media consumers.

Why might a media planner prefer to place an ad in a television program that has a share of 35 instead of a program that airs at a different time but has a share of 38?

A local business that hires a sign holder to stand on the sidewalk,trying to catch the attention of passersby by promoting a special marketing event,is using ________.

Explain the difference between mass media and niche media.

Give an example of media convergence.

The sum of the total exposure potential expressed as a percentage of the audience population is called ________.

Through the use of ________,online ads are placed near topics of interest that people search for online.

Members of which of the following generational groups grew up with the computer,the internet,and cell phones,but not smart phones or Twitter?

As a young woman,Rhonda grew up with newspapers,radio,and television dominating the media.However,she did not have cable television as a child.As an adult,Rhonda uses a smart phone,a personal computer,and an e-book reader.Rhonda is part of which generation?

June's job at an advertising agency entails identifying and selecting media options based on research into the audience profiles of various media as well as scheduling and budgeting.What is June's job responsibility?