Question 1

Cable News Network (CNN),the Disney Channel,and the Entertainment and Sports Programming Network (ESPN)are known as ________.

Accepted Answer

A)  cable networks 
B)  superstations 
C)  broadcast networks 
D)  affiliates 
E)  syndicated networks 
A)  cable networks 
B)  superstations 
C)  broadcast networks 
D)  affiliates 
E)  syndicated networks A

Question 2

Name and describe the three main types of newspaper advertising.

Accepted Answer

Types of newspaper advertising:
(1) Classified advertising: Advertising by individuals to sell their personal goods and advertising by local businesses.These ads are arranged according to their interest to readers,such as "Help Wanted," "Real Estate for Sale," and "Cars for Sale."
(2) Display advertising: Can be any size and can be placed anywhere in the newspaper except the editorial page.Display advertising is further divided into two subcategories: local (retail)and national (general).
(3) Supplements: These magazine-style publications are inserted into a newspaper,especially the Sunday edition.Freestanding inserts are advertisements,such as the grocery ads,that are inserted into the newspaper.

Question 3

Rain Forest Car Wash wants to start advertising to increase its business.Rain Forest is looking for an advertising medium that will allow the company to advertise frequently yet still be affordable.Rain Forest also wants the capability to change messages to reflect current conditions that affect a car's appearance,such as the high level of pollen that settles on cars from one day to the next.Based on this information,which advertising medium would you recommend for this business?

Accepted Answer

A)  transit 
B)  magazines 
C)  television 
D)  radio 
E)  outdoor billboards 
A)  transit 
B)  magazines 
C)  television 
D)  radio 
E)  outdoor billboards D

Question 4

WTBS-Atlanta,WGN-Chicago,and WWOR-New York are all independent television stations whose programs are carried by satellite to cable operators; they are known as ________.

Accepted Answer

A)  cable networks 
B)  superstations 
C)  broadcast networks 
D)  affiliates 
E)  syndicated networks 
A)  cable networks 
B)  superstations 
C)  broadcast networks 
D)  affiliates 
E)  syndicated networks

Question 5

Commercials set to music are known as ________.

Accepted Answer

A)  musicals 
B)  lyricals 
C)  jingles 
D)  dual-coded 
E)  PSAs 
A)  musicals 
B)  lyricals 
C)  jingles 
D)  dual-coded 
E)  PSAs

Question 6

The two main types of audiences that magazines target are consumer and business audiences.

Accepted Answer

A) True 
 B)False

Question 7

Which is the largest category of radio advertising revenues?

Accepted Answer

A)  network 
B)  national spot 
C)  local 
D)  satellite 
E)  web 
A)  network 
B)  national spot 
C)  local 
D)  satellite 
E)  web

Question 8

Directory advertising is described as directional advertising because it tells people where to go to get the product or service they want.

Accepted Answer

A) True 
 B)False

Question 9

Newspapers,magazines,brochures,and other printed surfaces are known as ________ media vehicles.

Accepted Answer

A)  broadcast 
B)  narrowcast 
C)  print 
D)  directional 
E)  interactive 
A)  broadcast 
B)  narrowcast 
C)  print 
D)  directional 
E)  interactive

Question 10

Interactive television creates the opportunity for ________ television.

Accepted Answer

A)  addressable 
B)  high-definition 
C)  sponsorship 
D)  3-D 
E)  on-demand 
A)  addressable 
B)  high-definition 
C)  sponsorship 
D)  3-D 
E)  on-demand

Question 11

Which type of Internet advertising allows advertisers to market their products on other branded websites without sending people away from the site they are visiting?

Accepted Answer

A)  minisites 
B)  off-line advertising 
C)  blogs 
D)  click-throughs 
E)  widgets 
A)  minisites 
B)  off-line advertising 
C)  blogs 
D)  click-throughs 
E)  widgets

Question 12

________ are tiny computer programs that allow people to create and insert professional-looking content into their personal websites and onto their TV screens.

Accepted Answer

A)  Widgets 
B)  Superstitials 
C)  Banner ads 
D)  Skyscrapers 
E)  Minisites 
A)  Widgets 
B)  Superstitials 
C)  Banner ads 
D)  Skyscrapers 
E)  Minisites

Question 13

Morning drive time is the period when the most listeners are tuned in to radio programs.

Accepted Answer

A) True 
 B)False

Question 14

The Secret Gallery is a unique gift and home accessories store that recently opened.The owners want to advertise their business and are looking for an advertising medium that will allow them to advertise frequently and at a low cost to women aged 18 to 45.They want to get the audience curious about the unique offerings and get them imagining the beauty they can expect when they visit the store.Based on this information,recommend the appropriate medium for advertising.

Accepted Answer

Radio would probably be most appropriate

Question 15

Newspapers are primarily used by advertisers trying to reach a national market.

Accepted Answer

A) True 
 B)False

Question 16

A ________ is a list of the charges for newspaper advertising space and the discounts given to local advertisers as well as advertisers who make volume buys.

Accepted Answer

A)  rate card 
B)  take-away 
C)  give-away 
D)  media kit 
E)  sales kit 
A)  rate card 
B)  take-away 
C)  give-away 
D)  media kit 
E)  sales kit

Question 17

Syndicated radio programs offer flexibility through their willingness to run unusual ads,allow last-minute changes,and negotiate rates.

Accepted Answer

A) True 
 B)False

Question 18

Business magazines target business readers and include trade papers,industrial magazines,and professional magazines.

Accepted Answer

A) True 
 B)False

Question 19

Nonprofit radio stations that serve a small market with a reach of three to five miles are known as ________.

Accepted Answer

A)  cable radio 
B)  public radio 
C)  AM/FM radio 
D)  low-power FM 
E)  Web radio 
A)  cable radio 
B)  public radio 
C)  AM/FM radio 
D)  low-power FM 
E)  Web radio

Question 20

The price of a commercial is in part determined by the time of day it is scheduled to air.

Accepted Answer

A) True 
 B)False

Cable News Network (CNN),the Disney Channel,and the Entertainment and Sports Programming Network (ESPN)are known as ________.

Name and describe the three main types of newspaper advertising.

WTBS-Atlanta,WGN-Chicago,and WWOR-New York are all independent television stations whose programs are carried by satellite to cable operators; they are known as ________.

Commercials set to music are known as ________.

The two main types of audiences that magazines target are consumer and business audiences.

Which is the largest category of radio advertising revenues?

Directory advertising is described as directional advertising because it tells people where to go to get the product or service they want.

Newspapers,magazines,brochures,and other printed surfaces are known as ________ media vehicles.

Interactive television creates the opportunity for ________ television.

Which type of Internet advertising allows advertisers to market their products on other branded websites without sending people away from the site they are visiting?

________ are tiny computer programs that allow people to create and insert professional-looking content into their personal websites and onto their TV screens.

Morning drive time is the period when the most listeners are tuned in to radio programs.

Newspapers are primarily used by advertisers trying to reach a national market.

A ________ is a list of the charges for newspaper advertising space and the discounts given to local advertisers as well as advertisers who make volume buys.

Syndicated radio programs offer flexibility through their willingness to run unusual ads,allow last-minute changes,and negotiate rates.

Business magazines target business readers and include trade papers,industrial magazines,and professional magazines.

Nonprofit radio stations that serve a small market with a reach of three to five miles are known as ________.

The price of a commercial is in part determined by the time of day it is scheduled to air.

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

Media Basics

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 12: Paid Media

Cable News Network (CNN),the Disney Channel,and the Entertainment and Sports Programming Network (ESPN)are known as ________.

Name and describe the three main types of newspaper advertising.

WTBS-Atlanta,WGN-Chicago,and WWOR-New York are all independent television stations whose programs are carried by satellite to cable operators; they are known as ________.

Commercials set to music are known as ________.

The two main types of audiences that magazines target are consumer and business audiences.

Which is the largest category of radio advertising revenues?

Directory advertising is described as directional advertising because it tells people where to go to get the product or service they want.

Newspapers,magazines,brochures,and other printed surfaces are known as ________ media vehicles.

Interactive television creates the opportunity for ________ television.

Which type of Internet advertising allows advertisers to market their products on other branded websites without sending people away from the site they are visiting?

________ are tiny computer programs that allow people to create and insert professional-looking content into their personal websites and onto their TV screens.

Morning drive time is the period when the most listeners are tuned in to radio programs.

Newspapers are primarily used by advertisers trying to reach a national market.

A ________ is a list of the charges for newspaper advertising space and the discounts given to local advertisers as well as advertisers who make volume buys.

Syndicated radio programs offer flexibility through their willingness to run unusual ads,allow last-minute changes,and negotiate rates.

Business magazines target business readers and include trade papers,industrial magazines,and professional magazines.

Nonprofit radio stations that serve a small market with a reach of three to five miles are known as ________.

The price of a commercial is in part determined by the time of day it is scheduled to air.

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

Media Basics

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters