Exam 11: Media Basics

The television and radio industries use ratings rather than gross impression figures.

The use of the media of entertainment to engage consumers with brands is referred to as ________.

What is a media mix?

Reach is more important than frequency.

Lisa works at a major advertising agency and is an expert in the television schedule for eight major markets in the United States. Her job entails identifying specific television shows that will deliver the desired audience for her agency's client, negotiating the costs to advertise in them, and handling the details of billing and payment. What is Lisa's job title?

Of the traditional forms of media, newspapers lost the most in the wake of online media growth and the Great Recession.

Who compiles audience measurement data, as well as media costs and availability data, for the various media options being considered?

In one promotional activity, MSN.com had actors dressed as butterflies skate around the streets of New York. What form of advertising media does this represent, why do advertisers use it, and are there any drawbacks?

The goal of ________ is to intensify customers' active involvement with a brand.

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?

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message to consumers about the company.

The Internet is the most multidimensional medium available to advertisers.

The media are used primarily for advertising.

Explain the difference between mass media and niche media.

Who makes the strategic decisions outlined in the media plan?

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?

Facebook and Twitter are both examples of ________.

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?

________ represents a company's attitude and behavior during interactions with customers.

Members of which of the following generational groups grew up with newspapers, magazines, and radio, but not television, cell phones, computers, or the Internet?