Exam 11: Media Basics

Media experts describe ________ as the closeness of fit between the interests of viewers and the relevance of the media content.

Every brand experience that a consumer has is called a(n)________.

Instant messaging tends to be used more for business purposes than text messaging is.

Another name for branded entertainment is ________.

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 ________.

Relationship marketing is a concept that originated with ________.

________ sites like MySpace and Facebook build on the interactivity of the Internet.

What does the term viral marketing mean?

Which of the following is NOT considered a traditional advertising media?

A branded application is least likely to run on which of the following?

Media buyers must be aware of how mass media is changing. Which of the following is NOT one of the media environment trends discussed in your text?

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

A ________ identifies the best media to use to deliver an advertising message to a targeted audience and is a subsection within an advertising plan.

To get consumers to come back frequently to its website, Amazon.com is considering developing a series of movie critics and book reviewers reviewing DVDs and books that are available to the market that week. The format is to be entertaining, with two reviewers bantering with each other during their reviews. Explain what this new Internet practice is called and why advertisers are starting to use it more often.

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 of the following is a primary disadvantage of viral marketing?

A brand can initiate and control viral marketing.

Most media plans focus on reach objectives rather than frequency objectives.

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

Through relationship marketing, all stakeholders are seen as communicators who can send either positive or negative messages about the brand.