Exam 11: Media Basics

Giving customers opt-in or opt-out options for receiving brand information digitally is an effective way to minimize ________.

Packages can serve as brand reminders and deliver customer benefits.

Media effects all begin with ________.

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

Media salespeople compile profile information about the people who watch, listen, or read the medium in packets of information known as ________.

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

Which of the following statements is true regarding print media?

As a young woman, Rhonda grew up with newspapers, radio, and television dominating the media. During her adult life, though, Rhonda uses a smart phone, a personal computer and an e-book reader. Rhonda is part of which generation?

For the launch of a new camera in Korea, Nikon created a celebrity "red carpet" experience in a Seoul subway station. Commuters walked on a red carpet past a billboard filled with life-like images of photographers. When a commuter walked directly in front of the billboard, lights flashed on the board, creating the illusion that the commuter was a celebrity having his or her photo snapped by dozens of reporters. This is an example of ________.

In traditional mass media, communication is a one-way process.

On the Internet, ________ have created a new form of Web advertising similar to television programs with recurring episodes in a developing story.

Which of the following is the result when many types of products are similar?

What are the advantages and disadvantages of mobile marketing?

Fishing Gear sells a range of fishing products to outdoor enthusiasts and serious fishermen. Fishing Gear wants to reach its target market in a way that minimizes intrusiveness. Which of the following would be the best fit for Fishing Gear?

Which of the following would NOT be considered one of a firm's critical stakeholders?

Explain how the explosion in online media has affected print newspapers.

The goal of a media plan should be to maximize reach.

What are two ways that an advertising message's frequency can be increased? Give an example of each.

Television first became popular in the United States in the 1960s.

The term multiplatform describes multichannel and multimarketing communication areas.