Q&A Hero

Q: One of the versions of satellite transmission is direct transmission which is also known as______ . a. barter syndicationb. smartphone TVc. local TVd. closed circuit

Q: Which of the following is true of syndicated television?a. It consists of two types: interactive and smartphone TV. b. It provides advertisers with proven programming.c. It is also known as local TV.d. It refers to programming other than the network broadcast.

Q: A company sells exotic herbs and spices for cooking and wants to use television to reach a narrowly defined market of people interested in the culinary arts. The company would be best advised to use:a. cable television. b. local television.c. off-network syndicated television. d. first-run syndicated television.

Q: What type of television transmission broadcasts programming over airwaves to affiliate stations across the United States under a contract agreement?a. Satelliteb. Interactive c. Networkd. Cable

Q: There are four categories of basic TV. They are:a. network, satellite, cable, and commercial. b. national, regional, city, and satellite.c. local, cable, syndicated, and network.d. commercial, public, cable, and syndicated.

Q: With its multisensory stimulation, is the medium that defines what advertising is _____. a. televisionb. direct mail c. radiod. magazine

Q: A reputed lifestyle magazine finds out that the number of its subscribers is declining, and the reason for this is that the magazine is published monthly. By the time its readers receive an edition, some of the trends suggested by it are already known to them. What should the magazine do to have more control over the recency of the trends it publishes and retain its readers? a. It should launch a mobile/tablet app. b. It should remove ad clutter from its editions. c. It should decrease the frequency of its editions. d. It should publish more creative content than it currently does.

Q: You conduct research in January, June and December. At each point in time you ask respondents to rate their cell phone company on a 1 (very poor) to 5 (superior) scale. The average ratings are shown below.JanuaryJuneDecemberSprint3.34.44.6AT&T3.63.23Verizon332.2Prepare a line chart that presents this information.

Q: Hybrid models are very effective for ____ magazines because these models boost a magazine's ability to remain current.a. tourism b. fitness c. leisured. news

Q: You ask 100 individuals what brand of auto they most recently purchased. The results were:Ford 30Chevy22Toyota41Nissan10Hundai28Honda32Chrysler37Present a pie chart that presents this data.

Q: Magazines have long lead times. This means that:a. they can be reexamined over a week or a month and have a high pass-along readership. b. the cost-per-contact is very high.c. advertisers are required to submit their ads much in advance of the date of publication. d. they have a highly interested readership.

Q: You ask 100 individuals what brand of auto they most recently purchased. The results were:Ford 30Chevy22Toyota41Nissan10Hundai28Honda32Chrysler37Present a bar chart that presents this data.

Q: What is one of the main disadvantages of magazines as a media choice for advertisers?a. Low reproduction quality b. Long lead timesc. Short lifed. Lack of audience selectivity

Q: You conduct research which tests reactions to two commercials (labeled "Commercial A" and "Commercial B"). One group of 30 individuals saw Commercial A while a different group of 30 individuals saw commercial B. After viewing each commercial, respondents were asked to rate the commercial on a four point believability scale. The number of people selecting each option is shown below.Commercial ACommercial BVery believable1011Slightly believable59Slightly unbelievable74Very unbelievable86Create a numeric table that best presents this data.

Q: An advertiser wants to focus on teenage girls as a target audience and decides to publish its ads in a fashion magazine for teenage girls. Which of the following is most likely to be a flaw in this plan?a. Readers of this magazine will easily forget about the ad due to short lives of magazines.b. The advertiser will not have the scope to be creative with their advertisement if they use a fashion magazine. c. Through this magazine, only fashion-conscious teenage girls can be targeted, not all of them.d. Magazines do not have audience selectivity.

Q: Consider the research report title page shown below.Identify the elements that are missing from this title page.

Q: Flyfisher magazine is published by the Federation of Fly Fishers. The magazine reaches a highly selective audience by offering content on fishing as a leisure activity. Which of the following is Flyfisher magazine's audience selectivity based on?a. Demographicsb. Special Interests c. Aged. Ethnicity

Q: The text lists five criteria for excellence in research report presentation. List these criteria.

Q: Which of the following is an advantage of magazines as a medium of advertisement?a. They offer a wide range of creative opportunities. b. They have a very wide reach.c. They have a higher frequency than newspapers. d. They have short lead times.

Q: When presenting a quotation in a qualitative report, the name of the quoted individual should never be used.

Q: Magazines attract consumers because of their:a. wide reach. b. content.c. short life. d. low price.

Q: When presenting a quotation in a qualitative report, it is important to provide the full range of identifying information, for example, age, gender, occupation, and marital status.

Q: AARP is a magazine that targets retiring-aged Americans. This indicates that the magazine uses audience selectivity based on ____.a. demographics b. lifestylec. special interests d. cultures

Q: In a qualitative report ________ are only useful if they can be quickly and successfully related to the appropriate report content. A) numeric charts and tables B) statistical analyses C) quotations

Q: One of the primary advantages that magazines have over every other medium is their:a. short lead times. b. wide reach.c. frequency.d. audience selectivity.

Q: The two options below report a focus group finding. I. 90% of the respondents agreed. II. Almost all respondents agreed. Which option, if any, is the correct way to report the finding? A) I only B) II only C) Either I or II can be used

Q: ___ means that people will get their local and national news from the Web, but turn to local newspapers for information about sales at local retail stores.a. Preferred position b. Narrowcastingc. Pass-along readership d. Hyper-localism

Q: The use of numeric data (for example, 90%) is appropriate ________. A) only in quantitative reports B) only in qualitative reports C) in both qualitative and quantitative reports

Q: To survive as a viable advertising medium, newspapers will have to:a. replace headlines with photos and announcements.b. meet the demands of both audiences and advertisers.c. make sure that manufacturers and local merchants share the media bill. d. become broader in geographic reach.

Q: ________ in a qualitative report indicate the extent to which members of the sample agreed or disagreed with regard to a particular point. A) Statistical findings B) Summaries of consensus C) Individual respondent comments

Q: The owners of Kelly & Kallihan Funeral Home want their ads to appear alongside other funeral related ads. What kind of advertising should they use?a. Display advertisingb. Classified advertising c. Co-op advertisingd. Free-standing inserts

Q: When constructing a line chart, it is generally not recommended to create the chart so that the two vertical axes each represent different measures and each line is read against a different axis.

Q: A grocery chain delivers leaflets that contain an ad about the chain. The leaflets are ready to be tucked into the Sunday newspaper before delivery. The grocery chain is using:a. display advertising. b. a preprinted insert. c. co-op advertising. d. a classified ad.

Q: ________ are most appropriate for displaying data trends, especially trends over time. A) Numeric tables B) Bar charts C) Pie charts D) Line charts

Q: A shoe manufacturer pays part of the media bill when a local shoe store features the manufacturer's brand in its advertising. What type of advertising is this?a. Segmented b. Syndicated c. Co-opd. Preferred

Q: An ________ pie chart does not draw visual emphasis to any one specific segment. A) unexploded B) articulated C) exploded D) unarticulated E) integrated

Q: What are the three broad categories of newspaper advertising?a. Display, inserts, and classifiedb. Co-op, classified, and controlled c. Page, column, and insertd. Preprinted insert, free-standing, and special-interest

Q: ________ are most appropriate whenever you need to visually represent a share or segment of the whole, for example, a proportion or a percentage. A) Numeric tables B) Bar charts C) Pie charts D) Line charts

Q: What are two of the main disadvantages of newspapers as an advertising medium?a. Creative constraints and cluttered environment b. Time lag and geographic restrictionsc. Lack of credibility and minimal reachd. Lack of timeliness and high production costs

Q: When using a bar chart to present nominal or ordinal level data, it is typically best to order the bars from lowest to highest (or highest to lowest) rather than following the order of the response options as they appeared on the questionnaire.

Q: For which of these potential advertisers are newspapers most likely to be a suitable choice?a. A requires excellent reproduction quality for its illustrations.b. B seeks to create images and moods in the minds of its audience. c. C wants to reach a local audience at a low cost for space.d. D intends to print ads in a multidimensional medium.

Q: ________ are most appropriate whenever the goal is to compare changes over time. A) Numeric tables B) Bar charts C) Pie charts D) Line charts

Q: Zoned editions demonstrate one of newspapers' biggest advantages for advertisers. Which of the following advantages does this imply?a. Long life-span b. High Credibility c. Timelinessd. High geographic selectivity

Q: The following may or may not be a required component of a numeric table. - a descriptive title on the top of the table - the number of respondents in each group is shown - all numbers are rounded to the same level of precision - decimal points are aligned How many of the prior are actual requirements for a properly prepared numeric table? A) 0 B) 1 C) 2 D) 3 E) 4

Q: Newspapers are an excellent medium for:a. retailers who require a wide range of creative options same as those available in broadcast media. b. retailers targeting local geographic markets.c. advertisers looking for an uncluttered environment to publish ads.d. companies targeting highly selective audiences, with specific economic and social backgrounds.

Q: ________ are most appropriate for providing exact figures on either a single topic or multiple related topics. A) Numeric tables B) Bar charts C) Pie charts D) Line charts

Q: To remain competitive in today's marketplace, newspapers must: a. have high program ratings. b. target small, selective audiences. c. reinvent themselves and become digital. d. spend more money on advertising time slots.

Q: Consider the two charts shown below.These charts are examples of ________.A) acceptable, visually interesting chartsB) junk charts

Q: In the U.S., the majority of the creative effort and money is spent on ____ad campaigns. a. digital and broadcastb. print and digitalc. print and broadcast d. online and radio

Q: The two statements below refer to the effective use of tables and charts.I. It is appropriate for one table or chart to communicate multiple ideas.II. One important criteria for evaluating the "goodness" of a chart is that it looks pretty.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: For advertising to achieve communications and sales objectives, the media placement should ____. a. use primarily print mediab. focus on mass advertisingc. focus on digital communications d. not miss the target audience

Q: The two statements below refer to the researcher as presenter.I. The presenter shows respect for the audience by being prepared and knowing the material.II. The presentation should be paced in a way that is best for the presenter.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: Media decisions are critically important for two reasons. One of these reasons is that:a. advertisers need to develop creative messages for their target audiences.b. advertisers need media to reach audiences that are likely in need of the information. c. ad messages should sound credible to the audience.d. they directly empower consumers.

Q: The two statements below refer to the use of PowerPoint for research presentations. I. No more than five fonts should be used. II. A picture or other visual/graphic should appear on every slide. Which, if any, of these statements is (are) true? A) I only B) II only C) I and II are both true D) Neither I nor II are true

Q: Which of the following is true of the media environment today?a. It is settled into a predictable structure.b. Traditional media no longer commands the majority of ad dollars.c. Digital media must synergize with traditional media to work effectively. d. Traditional media companies must avoid getting into new media.

Q: The two statements below refer to the use of PowerPoint for research presentations.I. When preparing PowerPoint slides, it is important that each slide focus on a single idea.II. Use the "build" function to control information flow and focus attention.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: A nationally distributed line of frozen dinners is to be promoted on radio. The client finds out, however, that the stations have no standard fees for various spot lengths. This results in fragmented audiences. a. True b. False

Q: The two statements below refer to the use of PowerPoint for research presentations.I. PowerPoint slides should be used as the jumping-off point for more detail and should not be viewed as the complete communication.II. The use of PowerPoint forces a reconsideration of your argument in the same way as a written document does.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: Though it is limited to a one-dimensional presentation, radio is a medium with a setting for true creativity, often described as the theater of the mind. a. True b. False

Q: A research report should exclusively focus on the findings. A discussion of recommendations and next steps should be placed in a separate document.

Q: On the basis of both per-contact cost as well as absolute cost, radio is less cost-effective for advertisers than most other forms of media. a. True b. False

Q: A research report's ________ contains material that is too complex, too detailed, or otherwise inappropriate for the main sections of the report. A) appendix B) letter of transmittal C) cover memo D) supplement

Q: In local spot radio advertising, an advertiser places advertisements with a network or syndicate rather than directly with individual stations. a. True b. False

Q: After an examination of all of the findings, a researcher must decide which of the findings provide important insights and which are merely interesting. The former should be in the findings section; the latter should be placed in ________. A) a separate report B) the appendix C) the cover memo D) a follow-up e-mail

Q: The newest options in radio is AM radio which is transmitted from satellites circling the earth.a. Trueb. False

Q: When presenting research findings, it is important that the presentation of findings follows the order of the survey questions, that is, present the results of Question 1, followed by Question 2, etc.

Q: Radio networks are different from TV networks in the sense that TV networks can deliver programming via satellite, whereas radio networks cannot. a. True b. False

Q: In a research report, the ________ section summarizes the specific decisions related to sampling and data collection. There is a description of: who participated in the research, why these individuals were selected for participation, key questions asked, how the data was collected, and when the research took place. A) background B) primary findings C) methodology D) outcomes E) planning

Q: A ratings point indicates that 100 television households in a given area were tuned to the program being measured. a. Trueb. False

Q: In a research report, the ________ section provides a context for approaching and using the information gathered by the research. It presents the research objectives and rationale for the research project in greater detail than that presented in the executive summary. A) background B) primary findings C) action item D) accomplishment E) foundation

Q: Program rating is the best-known measure of TV audience, and it is the basis for the rates TV stations charge for advertising on different programs. a. True b. False

Q: A research report's executive summary should contain information related to how many of the following? - study background and purpose - study budget - methodology - client and agency personnel involved in the research A) 0 B) 1 C) 2 D) 3 E) 4

Q: To calculate the rating for a new television show, the number of TV households watching the show must be divided by the number of total TV households in the market. a. True b. False

Q: All but the shortest research reports require a table of contents.

Q: TV households is an estimate of the number of households that are in a market and own a TV. a. Trueb. False

Q: A research report title page can incorporate graphics or other visuals if appropriate.

Q: Digital video recorders (DVRs) are used by consumers to watch programming on other channels while an advertisement is being broadcast. a. True b. False

Q: How many of the following belong on a research report's title page? - research project title - date report was prepared - restrictions related to distribution or confidentiality - the research budget - the names of primary agency and client personnel involved in the research project A) 1 B) 2 C) 3 D) 4 E) 5

Q: The frequent intrusion of commercials has made television advertising the most distrusted form of advertising among consumers. a. True b. False

Q: The ________ page is a research report's first or cover page. A) heading B) focus C) inscription D) title E) ownership