Question 1

________ opportunities are the extras a medium can do or provide advertisers who purchase space or time in it.

Accepted Answer

The answer of ________ opportunities are the extras a medium...

Question 2

Which of the following is NOT a criteria by which a media vehicle should be measured?

Accepted Answer

A) number of target market members reached by the vehicle 
B) weighted target market quality of the audience reached 
C) cost of the vehicle 
D) use of the most up-to-date technology to make it superior looking compared to other media vehicles 
E) effectiveness of advertising exposures delivered by the vehicle 
A) number of target market members reached by the vehicle 
B) weighted target market quality of the audience reached 
C) cost of the vehicle 
D) use of the most up-to-date technology to make it superior looking compared to other media vehicles 
E) effectiveness of advertising exposures delivered by the vehicle

Question 3

One of the absolute critical needs of media agencies is:

Accepted Answer

A) personnel who can be identified with business and marketing growth opportunities. 
B) personnel who have insights about what makes an effective media planner. 
C) personnel with strong media education backgrounds learned in robust marketing and advertising programs on campuses. 
D) personnel with strong backgrounds in only traditional media. 
E) personnel who negotiate good contracts for their own benefit. 
A) personnel who can be identified with business and marketing growth opportunities. 
B) personnel who have insights about what makes an effective media planner. 
C) personnel with strong media education backgrounds learned in robust marketing and advertising programs on campuses. 
D) personnel with strong backgrounds in only traditional media. 
E) personnel who negotiate good contracts for their own benefit.

Question 4

Interactivity is enhanced by technology that:

Accepted Answer

A) allows people to advertise their needs via cell phones. 
B) allows people to creatively access higher-level advertising and marketing professionals. 
C) allows people to bypass traditional media and marketing channels and deal directly with suppliers for their entertainment, purchases, and other services. 
D) allows people to use wifi to turn on smart appliances. 
E) allows people to watch Web TV on the seatback in front of them. 
A) allows people to advertise their needs via cell phones. 
B) allows people to creatively access higher-level advertising and marketing professionals. 
C) allows people to bypass traditional media and marketing channels and deal directly with suppliers for their entertainment, purchases, and other services. 
D) allows people to use wifi to turn on smart appliances. 
E) allows people to watch Web TV on the seatback in front of them.

Question 5

GM's placement of a Chevy Camara in the 2009 Transformers sequel is an example of:

Accepted Answer

A) engagement. 
B) creativity. 
C) optimizing. 
D) convergence. 
E) interactivity. 
A) engagement. 
B) creativity. 
C) optimizing. 
D) convergence. 
E) interactivity.

Question 6

Which of the following is NOT a consideration in helping decide whether to try flighting?

Accepted Answer

A) timing of flights 
B) secondary media 
C) advertising decay 
D) primary media 
E) competitive spending 
A) timing of flights 
B) secondary media 
C) advertising decay 
D) primary media 
E) competitive spending

Question 7

A shortcoming of many methods of audience analysis is that they consider only one single variable.

Accepted Answer

A) True 
 B)False

Question 8

It is realistic for advertisers to expect their media planner to find a medium that provides an audience in which every member is of equal benefit to them, that is, with zero waste circulation.

Accepted Answer

A) True 
 B)False

Question 9

Factors changing the role of media and leading to the era of unbundling did NOT include:

Accepted Answer

A) integrated marketing. 
B) costs and profitability. 
C) prominence of media executives. 
D) globalization. 
E) complexity of the media function. 
A) integrated marketing. 
B) costs and profitability. 
C) prominence of media executives. 
D) globalization. 
E) complexity of the media function.

Question 10

Because of continuing audience fragmentation, Discovery Channel and the Weather Channel, neither of which averages 1 percent of the viewing audience, have an advantage because they:

Accepted Answer

A) are interactive vehicles. 
B) are niche vehicles. 
C) are more visibly attractive now because of HDTV. 
D) will be even more attractive because of 3D-HDTV. 
E) are automatically offered by satellite TV services. 
A) are interactive vehicles. 
B) are niche vehicles. 
C) are more visibly attractive now because of HDTV. 
D) will be even more attractive because of 3D-HDTV. 
E) are automatically offered by satellite TV services.

Question 11

CPMI stands for cost per million involved and is another way of saying some measure of audience communication is being used to weight the audience of specific media or media vehicles.

Accepted Answer

A) True 
 B)False

________ opportunities are the extras a medium can do or provide advertisers who purchase space or time in it.

Which of the following is NOT a criteria by which a media vehicle should be measured?

One of the absolute critical needs of media agencies is:

Interactivity is enhanced by technology that:

GM's placement of a Chevy Camara in the 2009 Transformers sequel is an example of:

Which of the following is NOT a consideration in helping decide whether to try flighting?

A shortcoming of many methods of audience analysis is that they consider only one single variable.

It is realistic for advertisers to expect their media planner to find a medium that provides an audience in which every member is of equal benefit to them, that is, with zero waste circulation.

Factors changing the role of media and leading to the era of unbundling did NOT include:

Because of continuing audience fragmentation, Discovery Channel and the Weather Channel, neither of which averages 1 percent of the viewing audience, have an advantage because they:

CPMI stands for cost per million involved and is another way of saying some measure of audience communication is being used to weight the audience of specific media or media vehicles.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters

Exam 7: Media Strategy

________ opportunities are the extras a medium can do or provide advertisers who purchase space or time in it.

Which of the following is NOT a criteria by which a media vehicle should be measured?

One of the absolute critical needs of media agencies is:

Interactivity is enhanced by technology that:

GM's placement of a Chevy Camara in the 2009 Transformers sequel is an example of:

Which of the following is NOT a consideration in helping decide whether to try flighting?

A shortcoming of many methods of audience analysis is that they consider only one single variable.

It is realistic for advertisers to expect their media planner to find a medium that provides an audience in which every member is of equal benefit to them, that is, with zero waste circulation.

Factors changing the role of media and leading to the era of unbundling did NOT include:

Because of continuing audience fragmentation, Discovery Channel and the Weather Channel, neither of which averages 1 percent of the viewing audience, have an advantage because they:

CPMI stands for cost per million involved and is another way of saying some measure of audience communication is being used to weight the audience of specific media or media vehicles.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters