Question 1

The best medium to leverage television advertising through the transfer of images is _____.

Accepted Answer

A)  the Internet 
B)  radio 
C)  outdoor 
D)  magazines 
E)  newspaper 
A)  the Internet 
B)  radio 
C)  outdoor 
D)  magazines 
E)  newspaper B

Question 2

What is the purpose of the NAA?

Accepted Answer

A)  It increases newspaper circulation. 
B)  It moves newspapers online. 
C)  It decreases the rates newspapers pay for production. 
D)  It simplifies the purchase of newspaper space. 
E)  It hires personnel for large newspapers. 
A)  It increases newspaper circulation. 
B)  It moves newspapers online. 
C)  It decreases the rates newspapers pay for production. 
D)  It simplifies the purchase of newspaper space. 
E)  It hires personnel for large newspapers. D

Question 3

Consumers consider _____ to be the most cluttered of all media types.

Accepted Answer

A)  television 
B)  radio 
C)  newspaper 
D)  magazines 
E)  billboards 
A)  television 
B)  radio 
C)  newspaper 
D)  magazines 
E)  billboards A

Question 4

A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands,issues related to their brands,and the interests of brand purchasers.These are called _____.

Accepted Answer

A)  e-magazines 
B)  product publications 
C)  customized magazines 
D)  in-house news sources 
E)  blogs 
A)  e-magazines 
B)  product publications 
C)  customized magazines 
D)  in-house news sources 
E)  blogs

Question 5

Which of the following is NOT a strength of radio as an advertising medium?

Accepted Answer

A)  ability to reach segmented audiences 
B)  ability to reach prospective customers on a personal and intimate level 
C)  high CPM 
D)  short lead times 
E)  ability to transfer images from television advertising 
A)  ability to reach segmented audiences 
B)  ability to reach prospective customers on a personal and intimate level 
C)  high CPM 
D)  short lead times 
E)  ability to transfer images from television advertising

Question 6

A strength of radio advertising is _____.

Accepted Answer

A)  the ability to reach segmented audiences 
B)  the ability to reach prospective customers on a personal and intimate level 
C)  low cost per thousand 
D)  short lead-times 
E)  All of these are correct. 
A)  the ability to reach segmented audiences 
B)  the ability to reach prospective customers on a personal and intimate level 
C)  low cost per thousand 
D)  short lead-times 
E)  All of these are correct.

Question 7

Short lead times is a disadvantage of newspaper advertising.

Accepted Answer

A) True 
 B)False

Question 8

With DVR's,people can _____-shift,or record programs and view them whenever convenient.

Accepted Answer

A)  place 
B)  advertising 
C)  time 
D)  media 
E)  attention 
A)  place 
B)  advertising 
C)  time 
D)  media 
E)  attention

Question 9

Station format is a major consideration in the choice of radio vehicles.

Accepted Answer

A) True 
 B)False

Question 10

The cost of network television advertising depends on _____.

Accepted Answer

A)  the time of day when an ad is aired 
B)  the product being advertised 
C)  the company purchasing the advertising time 
D)  royalties for music 
E)  All of these are correct. 
A)  the time of day when an ad is aired 
B)  the product being advertised 
C)  the company purchasing the advertising time 
D)  royalties for music 
E)  All of these are correct.

Question 11

The best medium,or combination of media,is determined by counting advantages and limitations.

Accepted Answer

A) True 
 B)False

Question 12

TV program ratings in local markets primarily use _____ to collect information regarding audience viewing habits and the composition of households that view particular programs.

Accepted Answer

A)  tracking devices 
B)  radar scans 
C)  people meters 
D)  paper diaries 
E)  program monitors 
A)  tracking devices 
B)  radar scans 
C)  people meters 
D)  paper diaries 
E)  program monitors

Question 13

Which of the following is NOT a limitation of using magazines as an advertising medium?

Accepted Answer

A)  not intrusive 
B)  long lead times 
C)  clutter 
D)  buying difficulty 
E)  fewer geographic options 
A)  not intrusive 
B)  long lead times 
C)  clutter 
D)  buying difficulty 
E)  fewer geographic options

Question 14

GfK Mediamark Research Inc._____.

Accepted Answer

A)  provides cost per thousand information for magazines 
B)  measures effectiveness of billboard advertising 
C)  measures effectiveness of point-of-purchase materials 
D)  provides information on advertising to children 
E)  measures the effectiveness of music on retail shoppers 
A)  provides cost per thousand information for magazines 
B)  measures effectiveness of billboard advertising 
C)  measures effectiveness of point-of-purchase materials 
D)  provides information on advertising to children 
E)  measures the effectiveness of music on retail shoppers

Question 15

Magazine media kits provide prospective advertisers with pertinent cost information in the form of _____.

Accepted Answer

A)  rate kits 
B)  rate sheets 
C)  tear sheets 
D)  media cards 
E)  rate cards 
A)  rate kits 
B)  rate sheets 
C)  tear sheets 
D)  media cards 
E)  rate cards

Question 16

Discuss the strengths and weaknesses of radio advertising.Make recommendations for the types of products and situations in which radio advertising should be used.

Accepted Answer

Radio advertising's strengths are:
1.Abi

Question 17

Infomercials account for nearly one-fourth of the programming time for most cable stations.

Accepted Answer

A) True 
 B)False

Question 18

A provider of national radio network ratings is _____.

Accepted Answer

A)  Nielsen Audio's RADAR 
B)  Bruzzone Research Company 
C)  Media Research, Inc. 
D)  Experian Simmons 
E)  GfK Mediamark Research 
A)  Nielsen Audio's RADAR 
B)  Bruzzone Research Company 
C)  Media Research, Inc. 
D)  Experian Simmons 
E)  GfK Mediamark Research

Question 19

From a national advertiser's viewpoint,what are the strengths and weaknesses of advertising in newspapers? Include in your answer the efforts that the newspaper industry has made to make newspapers more attractive to national advertisers.

Accepted Answer

Newspaper advertising's strengths are:Ne

Question 20

The Eastman Kodak company introduced a 30-minute _____ on TV to promote its new DC210 zoom digital camera.

Accepted Answer

A)  product placement 
B)  infomercial 
C)  sales promotion 
D)  interstitial 
E)  blog 
A)  product placement 
B)  infomercial 
C)  sales promotion 
D)  interstitial 
E)  blog

Exam 12: Traditional Ad Media

The best medium to leverage television advertising through the transfer of images is _____.

What is the purpose of the NAA?

Consumers consider _____ to be the most cluttered of all media types.

A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands,issues related to their brands,and the interests of brand purchasers.These are called _____.

Which of the following is NOT a strength of radio as an advertising medium?

A strength of radio advertising is _____.

Short lead times is a disadvantage of newspaper advertising.

With DVR's,people can _____-shift,or record programs and view them whenever convenient.

Station format is a major consideration in the choice of radio vehicles.

The cost of network television advertising depends on _____.

The best medium,or combination of media,is determined by counting advantages and limitations.

TV program ratings in local markets primarily use _____ to collect information regarding audience viewing habits and the composition of households that view particular programs.

Which of the following is NOT a limitation of using magazines as an advertising medium?

GfK Mediamark Research Inc._____.

Magazine media kits provide prospective advertisers with pertinent cost information in the form of _____.

Discuss the strengths and weaknesses of radio advertising.Make recommendations for the types of products and situations in which radio advertising should be used.

Infomercials account for nearly one-fourth of the programming time for most cable stations.

A provider of national radio network ratings is _____.

From a national advertiser's viewpoint,what are the strengths and weaknesses of advertising in newspapers? Include in your answer the efforts that the newspaper industry has made to make newspapers more attractive to national advertisers.

The Eastman Kodak company introduced a 30-minute _____ on TV to promote its new DC210 zoom digital camera.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters