Question 1

Common metrics to use with alternative media include all of the following EXCEPT:

Accepted Answer

A) Impressions 
B) Ratings 
C) Response 
D) Buzz 
E) Conversions

Question 2

All of the following were identified as types of radio EXCEPT:

Accepted Answer

A) Network radio 
B) Satellite radio 
C) Spot radio 
D) Mobile radio 
E) Online radio

Question 3

The average daily circulation for each market, including daily circulation of cars, buses, trucks, and pedestrians, is measured once a ______ in each market zone.

Accepted Answer

A) Week 
B) Month 
C) Quarter 
D) Year 
E) None of the above

Question 4

Half of Americans play a game at least once a __________.

Accepted Answer

A) Day 
B) Week 
C) Month 
D) Quarter 
E) Year

Question 5

Radio does not develop _______ to the extent of other media vehicles.

Accepted Answer

A) Frequency 
B) Reach 
C) Impact 
D) Continuity 
E) None of the above

Question 6

If you purchased an ad that was 12 columns high by 3 columns wide it would be a total of ___________ column inches.

Accepted Answer

A) 15 
B) 36 
C) 24 
D) 12 
E) None of the above

Question 7

As Ad Age reported in 2012, the direct response slice of the advertising agency pie is approximately _________.

Accepted Answer

A) $5 million 
B) $15 million 
C) $5 billion 
D) $10 billion 
E) $2 million

Question 8

Using banner ads, digital video ads or downloadable content are all considered what type of game advertising?

Accepted Answer

A) Around game environment 
B) In-game environment 
C) In-game immersive ad 
D) Advergames 
E) None of the above

Question 9

The largest circulation category for consumer magazines is:

Accepted Answer

A) Women's interest / Health and Beauty 
B) Men's Fitness 
C) Women's Fitness 
D) Cooking 
E) None of the above

Question 10

One of the main advantages of radio is that it builds frequency of ____________ to the brand message.

Accepted Answer

A) Impact 
B) Continuity 
C) Exposure 
D) Insertion 
E) None of the above

Question 11

All of the following are considered types of transit advertising EXCEPT:

Accepted Answer

A) Vinyl bus wrappers 
B) Taxicab signs or placards 
C) ""Car cards"" inside buses 
D) Sandwich boards 
E) Posters inside bus stations

Question 12

Newspapers have two types of advertising available: classified ads and _________ ads.

Accepted Answer

A) Layout 
B) Display 
C) Push 
D) Sponsor 
E) None of the above

Question 13

When an on-air announcer uses a script to deliver an advertising message it is known as:

Accepted Answer

A) A live read 
B) A produced spot 
C) A donut 
D) A sponsored post 
E) None of the above

Question 14

All of the following are types of payment methods for gaming advertisements EXCEPT:

Accepted Answer

A) CPM 
B) Cost per view 
C) Cost per session 
D) Cost per click 
E) All of the above are accurate measurements of in-game ads

Question 15

Which of the following IS NOT a type of in-store marketing?

Accepted Answer

A) Mass in-store messages 
B) Personal in-store messages 
C) Sweepstakes 
D) Loyalty programs 
E) All of the above are in-store marketing techniques

Question 16

All of the following are advantages of newspapers EXCEPT:

Accepted Answer

A) Timely 
B) Hasty reading 
C) Broad reach 
D) Quick results 
E) Complete coverage

Question 17

When using ___________ you are recruiting individuals to use and promote a product to their family and friends, etc.

Accepted Answer

A) Paid word of mouth 
B) Unpaid word of mouth 
C) Ambient media 
D) Wait marketing 
E) Public space marketing

Question 18

A website that is generally created and maintained by an individual and which includes regular entries of commentary, descriptions of events, or other material such as graphics or video is called:

Accepted Answer

A) Review or opinion site 
B) Blog 
C) Network site 
D) SNS 
E) Geo-social network

Question 19

Which of the following IS NOT a key company associated with in-store signage:

Accepted Answer

A) Vallassis 
B) CBS 
C) FloorGraphics 
D) SmartSource 
E) Inverted Media

Question 20

An example of a micro-blogging site which provides short messages primarily in text format would be:

Accepted Answer

A) Pinterest 
B) Instagram 
C) Flickr 
D) Twitter 
E) YouTube

Exam 4: Media Choices and Strategies for Direct Response and Alternative Advertising