Question 1

Which of the following forms of nontraditional media is most limited by a small reach?

Accepted Answer

A)  product placement 
B)  branded entertainment 
C)  advertainment 
D)  mobile marketing 
E)  guerrilla marketing 
A)  product placement 
B)  branded entertainment 
C)  advertainment 
D)  mobile marketing 
E)  guerrilla marketing E

Question 2

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

Accepted Answer

A) True 
 B)False  False

Question 3

Which of the following would be considered a type of earned media?

Accepted Answer

A)  mobile marketing 
B)  premiums 
C)  word-of-mouth 
D)  corporate videos 
E)  sponsorship ads 
A)  mobile marketing 
B)  premiums 
C)  word-of-mouth 
D)  corporate videos 
E)  sponsorship ads C

Question 4

What does the term viral marketing mean?

Accepted Answer

A)  It is another term for online privacy. 
B)  It is another term for online security. 
C)  It refers to problems associated with computer viruses. 
D)  It refers to buzz that gets rapidly passed through a network of friends. 
E)  It refers to negative publicity associated with company blogs. 
A)  It is another term for online privacy. 
B)  It is another term for online security. 
C)  It refers to problems associated with computer viruses. 
D)  It refers to buzz that gets rapidly passed through a network of friends. 
E)  It refers to negative publicity associated with company blogs.

Question 5

The term multiplatform describes multichannel and multimarketing communication areas.

Accepted Answer

A) True 
 B)False

Question 6

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?

Accepted Answer

A)  media planning 
B)  media buying 
C)  account planning 
D)  account management 
E)  message development 
A)  media planning 
B)  media buying 
C)  account planning 
D)  account management 
E)  message development

Question 7

Branded entertainment and product placement are simply different names for the same strategy.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Explain the difference between interactivity and engagement in terms of the media environment.

Accepted Answer

Interactivity means that audie

Question 10

Why might a media buyer prefer to use measured media rather than nontraditional media?

Accepted Answer

Measured media such as print and broadca

Question 11

A media ________ is a specific television program,newspaper,magazine,or radio station or program.

Accepted Answer

A)  niche 
B)  touch point 
C)  platform 
D)  channel 
E)  vehicle 
A)  niche 
B)  touch point 
C)  platform 
D)  channel 
E)  vehicle

Question 12

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 the ________.

Accepted Answer

A)  Traditionalists 
B)  Boomers 
C)  Gen Xers 
D)  Gen Yers 
E)  Millennials 
A)  Traditionalists 
B)  Boomers 
C)  Gen Xers 
D)  Gen Yers 
E)  Millennials

Question 13

Media that offer opportunities for dialogue and two-way conversations between companies and customers,as well as among consumers,are most accurately described as ________.

Accepted Answer

A)  engaging 
B)  niche 
C)  addressable 
D)  interactive 
E)  converging 
A)  engaging 
B)  niche 
C)  addressable 
D)  interactive 
E)  converging

Question 14

Which medium is more multidimensional and interactive than the Internet?

Accepted Answer

A)  television 
B)  radio 
C)  print 
D)  outdoor advertising 
E)  personal selling 
A)  television 
B)  radio 
C)  print 
D)  outdoor advertising 
E)  personal selling

Question 15

Which of the following is NOT an advantage of product placement?

Accepted Answer

A)  demonstrates product use in a natural setting by people who are celebrities 
B)  unexpected and catches the audience when resistance to advertising messages may be dialed down 
C)  effective even if there is not a match between the product and the movie or its audience 
D)  good for engaging the affections of other stakeholders, such as employees and dealers, particularly if the placement is supported with its own campaign 
E)  can be supported with its own campaign 
A)  demonstrates product use in a natural setting by people who are celebrities 
B)  unexpected and catches the audience when resistance to advertising messages may be dialed down 
C)  effective even if there is not a match between the product and the movie or its audience 
D)  good for engaging the affections of other stakeholders, such as employees and dealers, particularly if the placement is supported with its own campaign 
E)  can be supported with its own campaign

Question 16

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

Accepted Answer

A)  Traditionalists 
B)  Boomers 
C)  Gen Xers 
D)  Gen Yers 
E)  Millennials 
A)  Traditionalists 
B)  Boomers 
C)  Gen Xers 
D)  Gen Yers 
E)  Millennials

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

The share figure is always larger than the rating for television because the base is smaller.

Accepted Answer

A) True 
 B)False

Question 19

What is a media mix?

Accepted Answer

A media mix is the w

Question 20

Newspaper is the ________,and the Wall Street Journal is the ________.

Accepted Answer

A)  vehicle; medium 
B)  medium; vehicle 
C)  medium; execution 
D)  execution; medium 
E)  reach; impression 
A)  vehicle; medium 
B)  medium; vehicle 
C)  medium; execution 
D)  execution; medium 
E)  reach; impression

Which of the following forms of nontraditional media is most limited by a small reach?

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

Which of the following would be considered a type of earned media?

What does the term viral marketing mean?

The term multiplatform describes multichannel and multimarketing communication areas.

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?

Branded entertainment and product placement are simply different names for the same strategy.

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

Explain the difference between interactivity and engagement in terms of the media environment.

Why might a media buyer prefer to use measured media rather than nontraditional media?

A media ________ is a specific television program,newspaper,magazine,or radio station or program.

Media that offer opportunities for dialogue and two-way conversations between companies and customers,as well as among consumers,are most accurately described as ________.

Which medium is more multidimensional and interactive than the Internet?

Which of the following is NOT an advantage of product placement?

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

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

The share figure is always larger than the rating for television because the base is smaller.

What is a media mix?

Newspaper is the ,and the Wall Street Journal is the .

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 11: Media Basics

Which of the following forms of nontraditional media is most limited by a small reach?

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

Which of the following would be considered a type of earned media?

What does the term viral marketing mean?

The term multiplatform describes multichannel and multimarketing communication areas.

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?

Branded entertainment and product placement are simply different names for the same strategy.

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

Explain the difference between interactivity and engagement in terms of the media environment.

Why might a media buyer prefer to use measured media rather than nontraditional media?

A media ________ is a specific television program,newspaper,magazine,or radio station or program.

Media that offer opportunities for dialogue and two-way conversations between companies and customers,as well as among consumers,are most accurately described as ________.

Which medium is more multidimensional and interactive than the Internet?

Which of the following is NOT an advantage of product placement?

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

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

The share figure is always larger than the rating for television because the base is smaller.

What is a media mix?

Newspaper is the ________,and the Wall Street Journal is the ________.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Newspaper is the ,and the Wall Street Journal is the .