Deck 12: Traditional Advertising Media

Question 1

No one specific advertising medium is always best.

Answer 1

True

Question 2

Advertisements placed ROP (run of press)means that the ad appears in any location,on any page,at the discretion of the newspaper.

Answer 2

True

Question 3

Magazines are a poor source for providing detailed product information.

Answer 3

False

Question 4

The NAB offers a variety of services that assist both newspapers and national advertisers by simplifying the task of buying newspaper space and by offering discounts that make newspapers a more attractive medium.

Question 5

Market Research Corporation of America provides cost per thousand information for many magazines.

Question 6

Short lead times is an advantage of newspaper advertising.

Question 7

A strength of magazine advertising is that it provides more geographic options than other media.

Question 8

Lack of flexibility is a limitation of newspaper advertising.

Question 9

Newspapers historically had been the leading advertising medium,but television surpassed newspapers as the medium that receives the greatest amount of advertising expenditures.

Question 10

A limitation of magazine advertising is the long closing dates that require advertising materials to be on hand for weeks in advance of the actual publication date.

Question 11

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

Question 12

Experian Simmons and GfK Mediamark Research,Inc.produce annual reports of product and brand usage data and detailed media information.

Question 13

An index of 175 for a given age group and a specific magazine means that this age group represents this magazine's readership by a magnitude of 1.75 times greater than this age group's proportionate population representation.

Question 14

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

Question 15

There are eight column widths in newspapers.

Question 16

A magazine's media kit provides demographic and lifestyle profiles of that magazine's readership.

Question 17

National advertising is clearly the mainspring of newspapers.

Question 18

Subscription counting is an inadequate way of determining a magazine's readership.

Question 19

A strength of magazine advertising is its creative ability to get consumers involved in ads.

Question 20

The implementation of the SAU system made it possible for advertisers to purchase any one of 56 standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States.

Question 21

Arbitron is testing local people meters (LPMs)to measure television viewing behavior in local markets.

Question 22

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

Question 23

Selecting the "best" medium depends on the _____.

A) budget availability
B) competitive challenge
C) creative needs
D) advertiser's objectives
E) All of these are correct.

Question 24

More than any other medium,television is able to use humor as an effective advertising strategy.

Question 25

Network television advertising,although expensive in terms of per-unit cost,can be a cost-efficient means to reach mass audiences.

Question 26

In terms of target audience cost per thousand,radio advertising is considerably more expensive than other mass media.

Question 27

An advantage of radio advertising is short lead times.

Question 28

The best medium for demonstrating product features is television.

Question 29

An advantage of radio advertising is its ability to reach prospective customers on a personal and intimate level.

Question 30

The National Advertising Bureau has made great strides toward facilitating the purchase of radio time by national advertisers.

Question 31

Nielsen is the major company at both the national and local levels involved in measuring radio listenership and audience demographics.

Question 32

Zapping takes place when ads that have been recorded along with program material using a video cassette recorder or a digital video recorder are fast-forwarded when the viewer watches the prerecorded material.

Question 33

Many advertising campaigns use radio as a supplement to other media rather than as a stand-alone medium.

Question 34

The average television household now has upwards of 90 or more TV channels from which to choose,which means that advertisements simply do not reach the large numbers of consumers they once did.This is referred to as _____.

A) technology transfer
B) clutter
C) media myopia
D) multi-media dispersion
E) audience fractionalization

Question 35

The cost of network television advertising has increased five-fold in the past two decades.

Question 36

Which of the following is a major mass advertising medium?

A) newspapers
B) magazines
C) radio
D) television
E) All of these are correct.

Question 37

The National Advertising Bureau _____.

A) assists newspapers and national advertisers by simplifying the task of buying newspaper space
B) regulates newspaper advertisements
C) measures the effectiveness of newspaper advertising
D) is a branch of the Federal Trade Commission
E) measures magazine readership

Question 38

Recent studies show that TV advertising is declining in _____.

A) use by packaged-goods firms
B) cost per thousand
C) segmentation potential
D) effectiveness
E) geographic reach

Question 39

The period preceding and following prime time television is known as fringe time.

Question 40

Consumers consider radio to be the most cluttered of all the media.

Question 41

An advertiser of designer jewelry would want to use _____ advertising if she wants to convey elegance,quality,and snob appeal.

A) television
B) billboard
C) newspaper
D) radio
E) magazine

Question 42

Experian Simmons specializes in measuring _____.

A) newspaper readership
B) audience sizes of television programs
C) magazine readership
D) audience sizes of radio stations
E) effectiveness of outdoor advertising

Question 43

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

A) mass audience coverage
B) highly selective medium
C) flexibility
D) ability to use detailed copy
E) timeliness

Question 44

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

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

Question 45

The Standardized Advertising Unit (SAU)system makes it possible for advertisers to purchase any one of _____ standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States.

A) 10
B) 28
C) 56
D) 74
E) 100

Question 46

Which of the following is a complicating factor that makes subscription counting an inadequate way of determining a magazine's readership?

A) Magazine subscriptions are collected through a variety of intermediaries, making it difficult to obtain accurate lists of who subscribes to what magazines.
B) Magazines often are purchased from newsstands, supermarkets, and other retail outlets rather than through subscriptions, thus completely eliminating knowledge of who purchases what magazines.
C) Magazines that are available in public locations (i.e., doctors' offices, beauty salons) are read by numerous people and not just the subscriber.
D) Individual magazines subscribers share issues with other people.
E) All of these are correct.

Question 47

An advertiser who is interested in advertising in a specific magazine would want to obtain a(n)_____ to learn about the demographic and lifestyle profiles of the readers.

A) media kit
B) profile sheet
C) advertising listing
D) structure statement
E) influence report

Question 48

Cost per thousand information for each magazine is available from _____.

A) Information Resources
B) Burke Marketing Research
C) Market Facts
D) Market Research Corporation of America
E) GfK Mediamark Research

Question 49

Advertisers and media planners turn to _____ to obtain information on standardized ad rates,contact information,reader profiles and other information regarding magazines.

A) GfK Mediamark Research
B) Experian Simmons
C) Arbitron
D) Nielsen
E) Standard Rate and Data Services (SRDS)

Question 50

GfK Mediamark Research Inc._____.

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 51

Which of the following is a limitation of using newspapers as an advertising medium?

A) occasional users of newspaper space pay higher rates
B) long lead times
C) not entertaining
D) rapidly escalating advertising cost
E) impersonal

Question 52

When an ad appears in any location,on any page,at the discretion of the newspaper,this is known as _____.

A) run of press (ROP)
B) open placing
C) discretionary placement
D) run of paper (ROP)
E) standard advertising placement (SAP)

Question 53

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

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

Question 54

Which of the following is a strength of newspaper as an advertising medium?

A) lack of clutter
B) long life
C) ability to reach potential customers on a personal and intimate level
D) consumers are in the right mental frame to process advertisements
E) transfer images from television advertising

Question 55

A limitation of magazine advertising is _____.

A) the inability to pinpoint specific audiences
B) the short-life of the magazine
C) the inability to convey a sense of authority
D) fewer geographic options than other media
E) the inability to get consumers involved in the ad

Question 56

Which of the following is a strength of magazine advertising?

A) some magazines reach very large audiences
B) ability to pinpoint specific audiences
C) long life
D) high level of reproduction quality
E) All of these are correct.

Question 57

In the advertising industry,magazines are referred to as _____.

A) brochures
B) books
C) newsletters
D) read-throughs
E) browsers

Question 58

Alan is the advertising director for an electronics company.He wants to advertise in a medium where detailed product information can be portrayed with a sense of authority.Alan should use _____ advertising.

A) newspaper
B) billboard
C) magazine
D) radio
E) television

Question 59

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

A) selectivity
B) convey information with a sense of authority
C) high intrusive value
D) creative ability to get consumers involved in ads
E) long life

Question 60

A strength of newspaper advertising is the _____.

A) lack of clutter
B) ease of buying for national advertisers
C) ability to reach specific groups of consumers effectively
D) excellent reproduction quality
E) flexibility

Question 61

The two media that are most effective for reaching segmented audiences are ____.

A) radio and television
B) radio and magazine
C) radio and newspaper
D) newspaper and magazine
E) billboards and magazine

Question 62

The period between 8 PM and 11 PM (or between 7 PM and 10 PM in some parts of the U.S.)is known as ____ in television.

A) network time
B) nighttime
C) early fringe
D) prime access
E) prime time

Question 63

A strength of _____ advertising is its ability to avail itself of the reputations and the sometimes bigger-than-life persona of local personalities.

A) television
B) newspaper
C) magazine
D) radio
E) outdoor

Question 64

The cost of network television advertising depends on _____.

A) the time of day when an ad is aired
B) the popularity of the television program in which the ad is placed
C) the time of year
D) royalties for music
E) All of these are correct, except for royalties for music.

Question 65

A provider of local radio network ratings is _____.

A) Information Resources, Inc.
B) Experian Simmons
C) Statistical Research, Inc.
D) GfK Mediamark Research Inc.
E) Arbitron

Question 66

Which is the most expensive daypart for advertising on radio?

A) morning and afternoon drive
B) midday
C) evening
D) late night
E) fringe

Question 67

Jack owns a chain of bookstores.He has a limited advertising budget and wants to advertise in the medium with the lowest cost per thousand for reaching his target audience.Jack should use _____ advertising.

A) television
B) magazine
C) radio
D) newspaper
E) outdoor

Question 68

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

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

Question 69

Arbitron is in the process of attempting to get away from the paper-diary method of data collection by having people carry pager-like devices throughout the day.This data-collection method is called the _____.

A) personal portable diary
B) advertising tracker
C) customized diary
D) electronic media tracker
E) portable people meter

Question 70

One of the primary purposes for brand marketers in creating customized magazines is to reach out to existing brand users and to create a bond that will result in increased levels of customer _____.

A) awareness
B) loyalty
C) knowledge
D) attention
E) confidence

Question 71

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 _____.

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

Question 72

Which of the following measures magazine readership?

A) Arbitron
B) Nielsen Media Research
C) Bruzzone Research Company
D) GfK Mediamark Research Inc.
E) National Advertising Bureau

Question 73

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

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 74

A limitation of radio advertising is _____.

A) difficulty of buying radio time
B) long lead times
C) high CPMs
D) erosion of radio listening audience
E) that it is not intrusive

Question 75

Bonnie needs information for local radio ratings.She would be able to get this information from _____.

A) Statistical Research, Inc.
B) Bruzzone Research Company
C) Nielsen Media Research
D) Arbitron
E) Experian Simmons

Question 76

Which of the following is a problem with magazine audience measurement?

A) small sample sizes
B) sample composition may be unrepresentative of audience readership
C) respondent fatigue and potentially faulty responses
D) cost
E) All of these are correct, except for cost.

Question 77

Which of the following is NOT a consideration that influences the choice of radio vehicle when buying radio time?

A) FCC approval
B) station format
C) choice of geographic areas to cover
D) choice of daypart
E) All of these are considerations.

Question 78

The period preceding and following prime time in television is known as _____.

A) off time
B) fringe time
C) nonprime time
D) slotting time
E) daytime

Question 79

A strength of radio advertising is _____.

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 80

A provider of national radio network ratings is _____.

A) Arbitron's RADAR
B) Bruzzone Research Company
C) Nielsen Media Research
D) Experian Simmons
E) GfK Mediamark Research