Marketing

Q: On a cost-per-thousand (CPM) basis, the cost of Web ads for the most part compares favorably with ads placed in traditional media. a. True b. False

Q: Digital and mobile advertising is most easily integrated and coordinated with other forms of promotion. a. Trueb. False

Q: A click-through is the number of page elements, or hyperlinks, that have actually been requested as the user moves from a display/banner ad to the related link at the corporate/brand home page. a. True b. False

Q: If you choose to block the websites that track your online activity, you will actually reduce the number of relevant advertisements targeted toward you. a. True b. False

Q: Search engine optimization is the process by which advertisers pay websites and portals to place ads in or near relevant search results based on key words. a. True b. False

Q: A customer searches for air conditioners online, and finds other advertisements from well-known air conditioning brands quoting the prices of their products. This is an example of search engine optimization. a. True b. False

Q: Interstitial ads appear on a site after a page has been requested but before it has loaded, and stays onscreen long enough for the message to be registered. a. True b. False

Q: Pop-up ads are not the best choice for advertising a product because most people find them annoying. a. Trueb. False

Q: A rectangular ad for microwave popcorn appears at the top of the home page of your favorite e-magazine. This is an example of a banner ad. a. True b. False

Q: Web ads in digital and social media are intended to drive traffic off of the site where the digital ad is run. a. Trueb. False

Q: Pay-per-click is an advertising revenue model where the advertiser is charged by the number of people who click on, or tap, the ad to pull it up for more information or to see the ad in entirety. a. True b. False

Q: Web 2.0 leaves no trail of digital footprints, and hides one's online activities from future employers, spouses, and parents. a. True b. False

Q: Understanding the concept that virtual identities are indeed real to consumers can help consumer-minded businesses and organizations cater better to customer wants. a. True b. False

Q: Avatars are a part of consumer virtual identity, and may or may not accurately coincide with the consumers' "real identity." a. True b. False

Q: Virtual identity is how the consumer or brand uses images and text online to construct or showcase its identity. a. Trueb. False

Q: Social news websites are sites that allow people to discover and share content from anywhere on the Internet by submitting links and stories to a central service. a. True b. False

Q: In video sharing websites, unregistered users can watch videos already posted to the site, while registered users are permitted to upload videos and comment on other users' videos.a. Trueb. False

Q: Similar to social networking websites, blogs also permit readers to leave comments. a. Trueb. False

Q: Bloggers post content that include text and graphics, but not videos or links to other Web pages. a. Trueb. False

Q: Social networking sites are not only used for personal networking with friends and relatives, but also for business and professional networking. a. True b. False

Q: In the context of social media advertising, paid media are advertisements that can be purchased on a social network or other digital platforms. a. True b. False

Q: In the context of social media advertising, earned media are brand assets or objects created within social networks by organizations. a. True b. False

Q: There are three media types in social media: earned, owned, and paid. a. Trueb. False

Q: Web 2.0 depends on mass collaboration as individuals simultaneously create value for themselves and others. a. Trueb. False

Q: User-generated content is the same as consumer-generated media. a. Trueb. False

Q: The first-generation Internet involves interactive online communication, participation, and engagement. a. Trueb. False

Q: It is difficult to leverage the online branding tools like blogs and social media sites to increase the consumer experience and hence the value of corporate websites. a. True b. False

Q: Digital marketers can create events with sponsors to help instill brand loyalty with offline, experiential marketing. a. Trueb. False

Q: Online advertisers want to know where and why consumers go online, and how that relates to where they go offline.a. Trueb. False

Q: Even with the rapid growth of new media, the majority of all advertising dollars in the U.S still go to traditional print, radio, and television media. a. True b. False

Q: If the consumer doesn"t see the message, no matter how creative or brilliant, it is not an effective message. a. True b. False

Q: Digital media must synergize with traditional media in order to work most effectively. a. Trueb. False

Q: As opposed to using digital media, using traditional media makes it easier to make an advertising campaign global. a. Trueb. False

Q: You are selling advertising space for a local radio station. However, many of your potential advertisers use television extensively because of its creative opportunities. What advantages would your radio station offer potential advertisers that television advertising cannot match?

Q: An ad agency has just won a new account that wants to begin by focusing on television commercials, and then later, possibly branch into print and Internet ads. The agency's account executive, media planner, and account planner meet with the advertiser's team to review advertising options offered by various television formats. What are the four categories of basic television (excluding new and emerging formats such as Web TV and interactive TV) that they would consider?

Q: Aside from the fact that cable TV offers more channels and more programming, what are the two other aspects that distinguish cable from network TV?

Q: As a media class, one of the drawbacks of newspapers is ad clutter. Explain. As a media class, do magazines face the same disadvantage?

Q: Describe four main advantages of newspapers as a media class.

Q: As a newly hired media planner with a list of clients who benefit from timely local advertising, you need to be familiar with the advertising options that your metropolitan and suburban newspapers offer. Briefly define the three broad types of newspaper ads, and their sub-types.

Q: Scenario 13-4Considering the slow economy and the new focus on simple home decor, a greenhouse named Gretta's Garden, located in a central business district, decides to sign up "garden club" members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories. Members may also attend free lectures and hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in the lush, landscaped courtyard. Gretta's Garden has conducted market research and found that most customers live no more than three miles away, are in blue-collar as well as white-collar jobs, and represent a diverse range of ethnic and lifestyle segments. Its customer base is not strongly female, as one might expect, but is about 40 percent male.Gretta's Garden decides to run a more sophisticated ad in an issue of a regional publication, City Garden magazine. The company wants to print a photo of a garden along with the plants and flowers they offer, and are happy with the color reproduction that the magazine offers. Which advantage of magazines does this represent?a. Pass-along readership b. Long lifec. Audience interestd. Creative opportunities

Q: Scenario 13-4Considering the slow economy and the new focus on simple home decor, a greenhouse named Gretta's Garden, located in a central business district, decides to sign up "garden club" members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories. Members may also attend free lectures and hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in the lush, landscaped courtyard. Gretta's Garden has conducted market research and found that most customers live no more than three miles away, are in blue-collar as well as white-collar jobs, and represent a diverse range of ethnic and lifestyle segments. Its customer base is not strongly female, as one might expect, but is about 40 percent male.Gretta's Garden also consults with a media outlet about advertising its products. The salesperson with this firm explains that considering the growing/planting season, they will need to decide soon, because ads must be submitted at least 60 days before they run, and the ad material cannot be changed after the submission. Which media type is the salesperson most likely talking about?a. Television b. Radioc. Newspaper d. Magazine

Q: Scenario 13-4Considering the slow economy and the new focus on simple home decor, a greenhouse named Gretta's Garden, located in a central business district, decides to sign up "garden club" members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories. Members may also attend free lectures and hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in the lush, landscaped courtyard. Gretta's Garden has conducted market research and found that most customers live no more than three miles away, are in blue-collar as well as white-collar jobs, and represent a diverse range of ethnic and lifestyle segments. Its customer base is not strongly female, as one might expect, but is about 40 percent male.After placing the first few simple ads in the local paper, Gretta's Garden realizes that it need to offer customers special offers to help them earn better loyalty. It decides to offer some discount coupons in the Sunday newspaper. What kind of advertising is this?a. A co-op advertisementb. A classified advertisement c. A display advertisementd. A free-standing insert advertisement

Q: Scenario 13-4Considering the slow economy and the new focus on simple home decor, a greenhouse named Gretta's Garden, located in a central business district, decides to sign up "garden club" members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories. Members may also attend free lectures and hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in the lush, landscaped courtyard. Gretta's Garden has conducted market research and found that most customers live no more than three miles away, are in blue-collar as well as white-collar jobs, and represent a diverse range of ethnic and lifestyle segments. Its customer base is not strongly female, as one might expect, but is about 40 percent male.Gretta's Garden plans to use a particular type of advertising to announce a new additionthe full line from Holland Hothouse, a grower of award-winning tulip bulbs and rose bushes. Gretta's Garden plans to advertise about the new addition in the local newspaper and Holland will be paying 20 percent of the media bill. What type of advertising is Gretta's Garden considering?a. Crowdsourcingb. Social network ads c. Infomercialsd. Co-op ads

Q: Scenario 13-4Considering the slow economy and the new focus on simple home decor, a greenhouse named Gretta's Garden, located in a central business district, decides to sign up "garden club" members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories. Members may also attend free lectures and hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in the lush, landscaped courtyard. Gretta's Garden has conducted market research and found that most customers live no more than three miles away, are in blue-collar as well as white-collar jobs, and represent a diverse range of ethnic and lifestyle segments. Its customer base is not strongly female, as one might expect, but is about 40 percent male.The research conducted by Gretta's Garden suggests that besides being able to afford plants for their homes and gardens, the only thing most customers have in common is that they live within the immediate geographic area. They are also interested in the information about the plants and staying up-to-date on what Gretta's Garden has to offer. In this case, which of the following would be the best media choice for advertising? a. Radiob. Network TVc. Newspapersd. Web TV

Q: Scenario 13-3You are a media planner at a large advertising agency in Chicago. You are currently assigned five accountsa used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice retailer, a quick grits hot breakfast cereal sold nationwide but with the strongest sales in large Southern cities, and a ski equipment manufacturer. Each account has requested some type of information from you regarding next year's media buy.The guitar retailer has never advertised much. The owner now wants a highly creative, cutting- edge campaign that shows the excitement of playing the guitar and gets the attention of both younger and older musicians. He asks for a quick overview of the creative opportunities offered by various major media. You tell him that, in general,:a. newspapers offer the best visual reproductive qualities.b. magazines have short lead times that can enhance creative ideas.c. television has strong visual and audio components but has a high cost-per-contact. d. radio offers creative avenues and is especially geared toward musical spots.

Q: Scenario 13-3You are a media planner at a large advertising agency in Chicago. You are currently assigned five accountsa used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice retailer, a quick grits hot breakfast cereal sold nationwide but with the strongest sales in large Southern cities, and a ski equipment manufacturer. Each account has requested some type of information from you regarding next year's media buy.The marketing director for the instant grits cereal wants to supplement the company's national ad campaigns with local campaigns. He plans to target some southern cities, but wants to use a media class with low absolute cost as well as low cost-per-contact. In such a scenario, he should use:a. newspapers.b. local magazines. c. local radio.d. local television.

Q: Scenario 13-3You are a media planner at a large advertising agency in Chicago. You are currently assigned five accountsa used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice retailer, a quick grits hot breakfast cereal sold nationwide but with the strongest sales in large Southern cities, and a ski equipment manufacturer. Each account has requested some type of information from you regarding next year's media buy.The orange juice retailer believes that the appeal of its product cuts across just about every demographic, geographic, and psychographic segment. Thus, one objective for your media plan would be to achieve the widest reach possible. This would suggest the use of:a. television. b. magazines. c. periodicals. d. newsbooks.

Q: Scenario 13-3You are a media planner at a large advertising agency in Chicago. You are currently assigned five accountsa used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice retailer, a quick grits hot breakfast cereal sold nationwide but with the strongest sales in large Southern cities, and a ski equipment manufacturer. Each account has requested some type of information from you regarding next year's media buy.You recommend that the manufacturer of ski equipment place ads in several magazines devoted entirely to skiing. Your main reason for this is because magazines have the advantage of:a. targeting highly selective audiences.b. having more reach than any other media class. c. higher frequency.d. short lead times.

Q: Scenario 13-2A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.A nationwide fastfood chain is developing next year's media plan and is reviewing the pros and cons of various media options. Radio advertising has its disadvantages, and many are being addressed at this convention. Which of the following is one of those disadvantages?a. Short closing periods for ad placement b. High per-contact costc. Limited reachd. Poor audience attentiveness

Q: Scenario 13-2A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.George, a participant at a convention, has recently taken over his grandfather's bakery in a Midwest city. He wants to place a radio spot in one of the local stations. How can George best take advantage of his spot?a. By frequently repeating his advertising messagesb. By advertising on AM radio because of its high sound quality c. By creating ads that depend on demonstration or visual impact d. By developing creative ads to be aired on satellite radio

Q: Scenario 13-2A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.A Midwest sports equipment retailer has its agency set up 60-second commercials on stations in Chicago, Indianapolis, St. Louis, and Milwaukee that regularly cover sports events. In this way, the retailer is buying:a. network radio advertising.b. national syndicated radio advertising. c. local spot radio advertising.d. national spot radio advertising.

Q: Scenario 13-2A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.The long-time owner of an FM radio station in a mid-size West Coast city is closely monitoring the ups and downs of satellite radio companies. Traditional radio station owners like him, as well as their advertisers, are concerned about the rise of satellite radio mainly because it:a. offers superior sound reproduction at no extra cost. b. is more local than local radio.c. has no advertising.d. does not charge customers for in-home installation.

Q: Scenario 13-2A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.An owner of a large restaurant/lounge wants to run an ad on a radio station that covers the Dallas Fort Worth metropolitan area and plays countrywestern music. He should choose FM stations rather than AM stations because AM stations are more likely to:a. have a news or talk radio focus.b. have a wide range of music formats.c. send signals that do not use amplitude modulation. d. transmit using frequency modulation.

Q: Scenario 13-1Crystal, a media buyer, is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12 to 18-year-old girls. It invites media buyers to contact the sales department of the magazine for more information. She considers the ad as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement.The client is concerned about paying a lot of money for an ad in a fairly new magazine that hasn"t yet established itself. Which of the following is most likely to be a reason behind the client's concern?a. The cost-per-contact in magazines is higher than that in direct mail. b. New magazines have short lead times.c. The cost-per-contact of magazines is as high as that of broadcast media. d. Ad space in magazines is more expensive than most newspaper space.

Q: Scenario 13-1Crystal, a media buyer, is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12 to 18-year-old girls. It invites media buyers to contact the sales department of the magazine for more information. She considers the ad as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement.The client is interested in placing an ad in the teen magazine and cites several reasons why placing an ad in the magazine would be a good idea. Which of the following is an incorrect statement and would notbe a good reason for this placement?a. Magazines have the additional advantage of voluntary exposure to advertising. b. Magazines are reexamined over a week or a month and have a long life.c. Magazines are free of ad clutter that other forms of media are subjected to. d. Magazines offer high-quality color reproduction for illustrations.

Q: Scenario 13-1Crystal, a media buyer, is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12 to 18-year-old girls. It invites media buyers to contact the sales department of the magazine for more information. She considers the ad as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement.The agency has designed an ad for a teenage girls' magazine and is fairly sure that the ad will be very effective. Which of the following is most likely a reason for this?a. The ad will reach a large number of readers because magazines have a wider reach than other media vehicles.b. The readers will be exposed to the ad many times because magazines have a higher frequency than most newspapers.c. The ads will get the readers' undivided attention because magazines are free from ad clutter.d. The readers of this magazine are highly interested in the magazine, so the ad will get voluntary exposure.

Q: Scenario 13-1Crystal, a media buyer, is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12 to 18-year-old girls. It invites media buyers to contact the sales department of the magazine for more information. She considers the ad as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement.The media planner understands that a teen-oriented magazine will have one big advantage that magazines have over other print and broadcast media. Which of the following advantages is the media planner most likely referring to?a. An opportunity for high frequencyb. A high degree of audience selectivityc. The lowest cost per contact among all major media d. High credibility

Q: Scenario 13-1Crystal, a media buyer, is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12 to 18-year-old girls. It invites media buyers to contact the sales department of the magazine for more information. She considers the ad as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement.Crystal is trying to decide whether to run ads in the teen magazine or in special sections of newspapers attempting to target young people. What disadvantage of newspapers would prompt her to consider the teen magazine?a. Their lack of timeliness and credibility b. Their high absolute costc. Their high pass-along readershipd. Their limited ability to segment target audiences

Q: The key issue concerning new forms of radio technology, such as satellite radio, is whether listeners will:a. be willing to pay for an entertainment medium that has always been free. b. be affected by ongoing moves toward corporate conglomeration.c. decrease their overall radio listening time due to increased ads. d. notice the improved audio quality.

Q: A manufacturer of high-priced gourmet cookware is discussing media alternatives with his agency, and is strongly considering radio as a medium. The media planner at the agency reminds his client that one of the major limitations of radio may work against the company. Which of the following drawbacks of radio is the agency most likely to be discussing?a. Low flexibility for advertisers b. Relatively high costc. Fragmented audiences d. Lack of timeliness

Q: Which of the following is an advantage of radio as a media class?a. Organized buying procedures b. Consolidated Audiencesc. Powerful creative impactd. High audience attentiveness

Q: When comparing the cost of radio and television advertising, which of the following is true?a. Radio has a greater risk of unexpected production costs.b. Television provides a much lower cost-per-contact than radio. c. Radio offers a low absolute cost that television can't match.d. Both have very high cost-per-contact compared to other media.

Q: Radio offers potential advertisers the ____among all media. a. simplest buying proceduresb. most well-defined audience segments c. widest exposured. highest degree of audience attentiveness

Q: The business head of a nationwide amusement park chain has asked the marketing director of the company to finalize this season's radio advertising plan and report back to him. The marketing director still needs to decide whether he should use local spot radio advertising or network radio advertising. How will his decision impact the company?a. Clients will either make decisions on running ads or agencies will make decisions on running ads. b. Programs will be based either on news and sports or business reports and short features.c. Scripts for broadcast will need to be developed or announcers will need to be hired to ad-lib from a list of points during broadcast.d. Well-defined geographic audiences will be targeted or nationwide audiences will be targeted.

Q: The categories of radio that an advertiser can choose from are_____ . a. off-network syndication, first-run syndication, and barter syndication b. network, syndicated, cable, and satellitec. networks, syndication, AM versus FM, satellite, and Internet/mobile d. satellite, Web, and interactive

Q: Media research shows that there are 48,500,000 households watching TV during the time that the quasi-news show, Celebrity Newsertainment, is broadcast. The program attracts a total of 8,730,000 viewers. This means that the share of audience measure for the program is a(n) ____ share.a. 62 b. 5.5 c. 18d. 39.9

Q: Share of audience is based on:a. the percentage of an audience who participate regularly in TV shows. b. the audience for local shows.c. the percentage of households that can afford to buy television sets.d. the proportion of households that are using TV during a specific time period.

Q: A new animated comedy show, American Family,is being broadcast in Houston. A potential advertiser wants to know how popular the show is in Houston, as well as across the U.S. Research indicates that the show is being watched by 16,400,000 people nationwide. It also indicates that the show is being watched by 759,000 households each week in Houston's bigcity market, which has 3,300,000 households with televisions. What is the program rating for American Family within the Houston market?a. 4.3 b. 20 c. 23 d. 46

Q: Research has found that 65 percent of a surveyed group of consumers felt that they were "constantly bombarded with too much advertising." This example demonstrates the disadvantage of ____that televisions have. a. poor coverageb. low share of audience c. clutterd. poor reach

Q: Martha likes to view the programs that other channels are airing while an advertisement is being broadcast during her favorite sitcom. Which of the following is Martha demonstrating?a. Narrowcastingb. Attention sharing c. Program ratingd. Channel grazing

Q: Which of the following is a disadvantage of using television as a medium of advertising?a. Lack of audience selectivity b. Poor audience attitudec. High cost-per-contactd. Minimal creative opportunities

Q: As a media class, television has many advantages. Narrowcasting is an example of which of the following advantages of television?a. Audience selectivity b. Cost-per-contactc. Repetition of adsd. Long-lasting message

Q: ____ is the development and delivery of specialized television programming for a particular audience. a. Display advertisingb. Narrowcasting c. Spot advertising d. Channel grazing

Q: When a Bahamas resort runs its commercials on TV, it gets an advantage that cannot be matched by radio or print media. Which of the following advantages does it have?a. Less fleeting message than that used in print media b. Low absolute costc. Highly selective geographic targeting d. Low cost-per-contact

Q: A media planner is comparing the relative advantages and disadvantages of television and magazines as advertising vehicles for her client. She needs to keep in mind that when comparing the two, television:a. gives an advertiser the advantage of lowest absolute cost. b. has a higher degree of audience selectivity.c. allows an advertiser to repeat a message more frequently. d. has a higher degree of audience attentiveness.

Q: The greatest advantage of television as an advertising medium is its ability to:a. make an advertising message have a long-lasting effect. b. be inexpensive in terms of absolute cost.c. send a message through sight and sound.d. select small, selective audiences by geographic location.

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