Exam 11: Media Basics

Media convergence has occurred because nearly every media vehicle has one or more websites.

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

Describe how Americans' media habits are changing and how this will affect future media mixes.

Which of the following statements is true regarding print media?

The majority of media budgets are spent on television advertising.

Which of the following most accurately identifies the strength of newspapers and magazines?

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?

Four college roommates who were advertising majors are now in New York working in the advertising industry.John is a media planner,Carl is a media buyer,George is a media researcher,and they all work at the same advertising agency.Chuck works at a media buying company and jokes that he will be taking over all of their jobs.Describe how their jobs are different and why Chuck can make the joke he did.

You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture.Upscale Furnishings is developing a direct customer relationship with you through guerilla marketing.

As a young woman,Rhonda grew up with newspapers,radio,and television dominating the media.However,she did not have cable television as a child.During her adult life,though,Rhonda uses a smart phone,a personal computer and an e-book reader.Rhonda is part of which generation?

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

In IMC programs,media are also all of the following EXCEPT which one?

When did Facebook first come online?

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

Impressions and circulation are different terms for the same measure.

The sum of the total exposure potential expressed as a percentage of the audience population is called ________.

The Internet is the most multidimensional medium available to advertisers.

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. -What is Allison's job function?

The media are used primarily for advertising.

Which of the following is an advantage of owned media?