Q&A Hero

Q: Television offers advertisers two opportunitieslow absolute cost and long-lasting messages. a. Trueb. False

Q: The text suggests that the third review of a research report focus on ________. A) content and material B) mechanics and organization C) spelling, grammar and sentence structure D) fonts and margins E) layout and visual appeal

Q: The most widely accessed satellite programming is available from DirecTV and DISH Network. a. Trueb. False

Q: The text suggests that the second review of a research report focus on ________. A) content and material B) mechanics and organization C) spelling, grammar and sentence structure D) fonts and margins E) layout and visual appeal

Q: Barter syndication offers both off-network and first-run syndication shows at a higher rate than local TV stations. a. Trueb. False

Q: The text suggests that the first (initial) review of a research report focus on ________. A) content and material B) mechanics and organization C) spelling, grammar and sentence structure D) fonts and margins E) layout and visual appeal

Q: Off-network syndication refers to television shows that have been developed specifically for sale to individual stations. a. True b. False

Q: The text recommends that a draft research report go through ________ separate reviews. A) two B) three C) four D) five

Q: A factor affecting the future of magazines is that publishers are exploring other ways to take advantage of the interactive digital environment beyond digital version publications. a. True b. False

Q: ________ refers to the smooth flow of thoughts in a research report. A) Systemics B) Congruence C) Synchronization D) Harmony E) Coherence

Q: Passalong readership occurs when other people visit a magazine subscriber's home or professional office and look at magazines. a. Trueb. False

Q: The need for clarity and conciseness in report preparation apply ________. A) only to the written portion of the report B) only to the visuals used in the report C) to both the written and visual portions of the report

Q: As a media class, one disadvantage of magazines is that they are read quickly and discardedthis increases the possibility of the ad being easily forgotten. a. Trueb. False

Q: Jargon and technical terminology hinder communication when they are used with audiences who are not specialists and who, therefore, do not understand what the terms mean.

Q: As the paper quality of most magazines is poor, color reproduction can be a problem and may cause creative limitations for advertisers. a. True b. False

Q: It is recommended that research reports be written in the ________ voice. A) formal B) active C) passive D) technical

Q: An advertiser who seeks high reception and voluntary audience exposure for his advertisements, should choose magazines as his advertising medium. a. True b. False

Q: The ________ voice in report writing increases interest, brevity, and clarity. A) formal B) active C) passive D) technical

Q: The main advantage of magazines as a media choice is their audience selectivity, which can be based on demographics, lifestyle, or special interests. a. True b. False

Q: The suggestions below refer to increasing report clarity and conciseness. - eliminate unnecessary words - use formal language; don't write like you talk - avoid long run-on sentences How many of these suggestions should be followed when writing a research report? A) 0 B) 1 C) 2 D) 3 E) 4

Q: An advantage of magazines is that they are synergistic with digital media. a. Trueb. False

Q: Calvin wrote the following in a research report: "The identified factor which has been determined to exert a significance influence." It would have been better for Calvin to say ________ A) an unrelated factor B) a factor of known influence C) an influential factor D) a factor which the research determined to be influential

Q: Pay-for-inquiry advertising is a payment scheme in which the medium gets paid by advertisers based on the number of inquiries received in response to an ad. a. True b. False

Q: Amy uses the phrase "in accordance with the preponderance of the analytical results" in a report. It would have been better to say ________ A) the planned analysis shows an overwhelming trend toward B) the results indicate C) the data and subsequent analyses provide insights into D) the significant and key insights provided by the data are

Q: Free-standing inserts would be the best option for an individual who wants to sell his old car. a. Trueb. False

Q: Tom uses the phrase "due to the fact that" in a report. It would have been better to say ________ . A) significantly noting that B) instead of C) because D) allowing for the fact that E) as a consequence of

Q: For an advertiser who wants to target specific audiences in terms of economic, social, and demographic segments, newspapers would be a suitable advertising medium. a. True b. False

Q: Clarity and conciseness are important attributes of a well-prepared research report.

Q: As the newspaper page offers a small and relatively expensive format, advertisers cannot provide a lot of information to the target audience at relatively low cost. a. True b. False

Q: An advertiser is considering a multivariate test. The test will manipulate eight characteristics with two aspects (or levels) of each characteristic. In total, the advertiser needs to create ________ different stimuli. A) 2 B) 4 C) 5 D) 8 E) 9

Q: Newspapers offer advertisers more creative options than those available in the broadcast media. a. Trueb. False

Q: ________ research provides a solution to situations in which full factorial designs are not practical due to a large number of factors and levels. Multivariate testing uses a subset of all possible combinations in order to estimate the effects of all combinations. A) Quasi-experimental B) Solomon four-group C) Exploded factorial D) Multivariate

Q: Today's newspapers have lost their ability to offer the unique advantages to advertisers that they once didsuch as geographic selectivity and timeliness. a. Trueb. False

Q: Imagine the following research study: The research manipulates two factors: ad placement on the page and ad shape. "Placement" has three manipulations: absolute top of page above all content, integrated with content in center of page, standing alone on right-hand side of page. "Shape" has three manipulations: rectangular, small square and large square. What type of factorial design is this? A) 2 x 2 B) 3 x 3 C) 2 x 2 x 2 D) 3 x 2 x 3

Q: Their expansion into digital media has led to a broader and more global audience for newspapers, but this still hasn"t offset the overall decline of newspaper readership. a. Trueb. False

Q: Imagine that you are conducting research to explore the effects of different manipulations on responses to online advertising. You are using a 2 x 2 x 3 design. How many different versions of the ad would be needed? A) 4 B) 6 C) 7 D) 12

Q: How is an agency of record and a media-buying service similar to one another? Identify the differences between them.

Q: ________ designs are appropriate whenever an advertiser needs to determine the simultaneous effect of relatively few manipulations that have multiple levels (or aspects) of each manipulation. A) Quasi-experimental B) Solomon four-group C) Full factorial D) Multivariate

Q: What is meant by the term Madison & Vine? Describe the source of this term and the nature of this phenomenon in the world of advertising.

Q: The following statements refer to potential limitations of A/B testing.I. When single changes are instituted sequentially, A/B testing takes a significant amount of time in order to continuously test and compare modified ads to the current "best" ad.II. When multiple changes are made all at once, it is impossible to say which specific changes affected the outcome.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: Explain how the World Wide Web has changed the traditional brand"consumer relationship.

Q: When planning an A/B test, an advertiser has only one option: to have the test ad reflect a single, incremental change versus the current ad.

Q: Axel Corporation has been manufacturing chocolate chips for over 60 years. This year, the sales for 12-oz. packages of both milk chocolate chips and dark chocolate chips are strong in the U.S., but they peak from Thanksgiving through New Year's Eve, with November and December often producing sales that add up to four times that of the "average" month. Describe the three different media scheduling options that the company can consider when deciding on media scheduling. Recommend the scheduling option that would be most appropriate for the company to adopt.

Q: The following two statements refer to the length of an A/B test.I. The length of an A/B test should reflect the amount of time required for participants to take action.II. The length of an A/B test should reflect the amount of time required for a sufficient sample size to be obtained.How many, 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: How is the concept of message wight associated with gross impressions? Why are media planners interested in the message weight of a media plan?

Q: The following are potential considerations for A/B testing. - the length of the test - rotation of test and control ads - Characteristics of current and test ads How many of these are mentioned by the text as important considerations in the planning of an A/B test? A) 0 B) 1 C) 2 D) 3

Q: What is a media strategy and why is it needed to prepare a media plan? Why is media planning essential before media buying? What are the different components of a media plan?

Q: You want to compare the performance of your current banner ad against the performance of a potential new ad. You would use a(n) ________ methodology. A) split-run B) A/B C) multivariate D) multi-modal

Q: Scenario 12-6Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix. Included below are several short excerpts from the booklet. Please complete the missing part of each excerpt, based on your study of the chapter."Among advertising agencies, the client's agency of record is the one chosen by the client specifically to:a. gather all data necessary to measure media exposure."b. coordinate creative efforts for the firm."c. purchase all time and space."d. keep records of all ongoing research efforts."

Q: A split-run test is a variation of the ________ research design. A) pretest - post-test B) post-test only C) Solomon four group D) factorial

Q: Scenario 12-6Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix. Included below are several short excerpts from the booklet. Please complete the missing part of each excerpt, based on your study of the chapter. "The metric known as a given period.""The metric known as _____ measures how much conversation about a brand occurs on the Web in a given period."a. cost per thousand b. share of voicec. net volumed. gross impressions

Q: A(n) ________ test permits an advertiser to compare a current approach to online advertising to one or more potential alternatives. A) A/B B) Split-run C) Bi-modal D) Multi-modal E) Split-synergy

Q: Scenario 12-6Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix. Included below are several short excerpts from the booklet. Please complete the missing part of each excerpt, based on your study of the chapter."Which media delivers the largest audiences at the lowest cost? This is determined by calculating the ratio of the cost of the media buy to the total audience and then multiplying it by 1,000. This is known as:a. share of voice per thousand."b. net promoter score."c. net volume."d. cost per thousand."

Q: A ________ test permits an advertiser to compare a current approach to print advertising to one or more potential alternatives. A) A/B B) Split-run C) Bi-modal D) Multi-modal E) Split-synergy

Q: Scenario 12-6Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix. Included below are several short excerpts from the booklet. Please complete the missing part of each excerpt, based on your study of the chapter."When a firm compares its brand advertising expenditures in a medium to the total product category advertising expenditures in a medium, it is able to determine the:a. cost per thousand."b. share of voice."c. cost per rating point."d. reach and frequency."

Q: Split-run and A/B tests permit an advertiser to compare a current approach to advertising to one or more potential alternatives.

Q: Scenario 12-5MidSouth Media Company (MMC) is a media placement firm serving small- and mid-sized firms in several Midwest and Southern states. It specializes in working with new businesses, many of which have owners and managers with little advertising experience. MMC asks all new clients to complete a brief survey to better determine their exposure needs and their level of knowledge about media decisions. Some questions from the latest MMC survey are included below. Please complete the missing part of each item, based on your study of the chapter."Do you want to restrict your television buying to ____, meaning you"ll pay premium pricing charged in advance of the fall season? Or are you willing to wait and see what is still available later in the season?"a. gross impressions b. unmeasured media c. upfrontsd. context effects

Q: ________ allow advertisers to compare reactions to their test commercial to an objective, external criterion. A) Paradigms B) Calibration C) Criteria D) Norms E) Research rules

Q: Scenario 12-5MidSouth Media Company (MMC) is a media placement firm serving small- and mid-sized firms in several Midwest and Southern states. It specializes in working with new businesses, many of which have owners and managers with little advertising experience. MMC asks all new clients to complete a brief survey to better determine their exposure needs and their level of knowledge about media decisions. Some questions from the latest MMC survey are included below. Please complete the missing part of each item, based on your study of the chapter."Are smaller print ads okay? Or are you a firm believer of the ____, that is, increased size means increased recognition?"a. square root lawb. net promoter score c. forgetting function d. message weight

Q: Mapes and Ross and Gallup & Robinson measure commercial persuasion in the same way.

Q: Scenario 12-5MidSouth Media Company (MMC) is a media placement firm serving small- and mid-sized firms in several Midwest and Southern states. It specializes in working with new businesses, many of which have owners and managers with little advertising experience. MMC asks all new clients to complete a brief survey to better determine their exposure needs and their level of knowledge about media decisions. Some questions from the latest MMC survey are included below. Please complete the missing part of each item, based on your study of the chapter."Did you have a rough figure in mind concerning your ____, that is, the number of people or households that you"d like to see exposed to the chosen media at least once during the campaign?"a. geographic scope b. cost per thousand c. reachd. continuity

Q: The text notes that the closer a copy testing methodology is to "real world" exposure, the more accurately the results will reflect "real world" advertising performance and consumer response. Which copy testing company's methodology is closest to the "real world." A) Gallup & Robinson B) Mapes and Ross

Q: Scenario 12-5MidSouth Media Company (MMC) is a media placement firm serving small- and mid-sized firms in several Midwest and Southern states. It specializes in working with new businesses, many of which have owners and managers with little advertising experience. MMC asks all new clients to complete a brief survey to better determine their exposure needs and their level of knowledge about media decisions. Some questions from the latest MMC survey are included below. Please complete the missing part of each item, based on your study of the chapter."Is there a national media ____, such as USA Today, Time, or the Wall Street Journal, that you would like to consider using to communicate with your customers?"a. vehicle b. classc. reach d. mix

Q: Mapes and Ross' copy testing methodology measures commercial persuasion by comparing pre-exposure brand preferences to post-exposure brand preferences.

Q: Scenario 12-5MidSouth Media Company (MMC) is a media placement firm serving small- and mid-sized firms in several Midwest and Southern states. It specializes in working with new businesses, many of which have owners and managers with little advertising experience. MMC asks all new clients to complete a brief survey to better determine their exposure needs and their level of knowledge about media decisions. Some questions from the latest MMC survey are included below. Please complete the missing part of each item, based on your study of the chapter."Which media ____, such as television, radio, newspaper, magazine, or Internet, do you think would best communicate with your potential customers?"a. plan b. classc. vehicle d. program

Q: Mapes and Ross' copy testing methodology collects data ________ commercial viewing. A) immediately after B) 12 hours after C) the day after D) two days after E) one week after

Q: Scenario 12-4You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job. The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency. Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face. Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week.The interviewer says, "Around here, for most media classes, we generally use cost per thousand to determine which media delivers the largest audience at the lowest cost. And of course with the Internet, we use another measure to calculate how people mention the brands." If you"re smart, you will respond by saying,a. "Oh really? Might that be the really simple syndication?" b. "Oh really? Might that be the gross rating points?"c. "Oh really? Might that be the net promoter scores?" d. "Oh really? Might that be the cost per rating point?"

Q: Mapes and Ross' copy testing methodology does not collect any measures related to commercial communication.

Q: Scenario 12-4You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job. The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency. Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face. Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week.The interviewer says that it's very important to calculate the effective reach of each ad in order to make it effective and then asks you, "Can you tell me how the effective reach of an ad can be calculated?" Which of the following should be your response?a. "By finding the number of consumers in a target audience that are exposed to an ad some minimum number of times"b. "By measuring the dollar cost of reaching 1,000 members of an audience using a particular medium"c. "By calculating the total number of essential good mentions against the total number of bad mentions about a brand"d. "By measuring an ad's brand expenditures relative to the overall spending in a product category"

Q: According to Mapes and Ross, ________ is a measure of respondents' ability to link the advertised brand to the commercial from a category description. A) unaided recall B) aided recall C) unaided persuasion D) aided persuasion E) unaided communication

Q: Scenario 12-4You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job. The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency. Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face. Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week.The interviewer says that one one of your responsibilities at the job will be to gather details of audience members of every local TV vehicle, so clients can be informed about the key characteristics of their target markets. Which of the following would you need to do in order to perform this task?a. Organize above-the-line promotions for your clients. b. Use continuous scheduling for your media schedules. c. Calculate the share of voice of your clients.d. Contact a single-source tracking service like BehaviorScan.

Q: Mapes and Ross defines commercial ________ as the ad's ability to change or maintain preference and interest toward the advertised brand. A) liking B) communication C) persuasion D) recall

Q: Scenario 12-4You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job. The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency. Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face. Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week.The interviewer says that the position will involve working with both measured and unmeasured media. Then she asks what you know about these two types of media. You should answer by saying:a. "In the early days of advertising, all media were unmeasured. Currently, however, only advertising on the Internet is considered unmeasured."b. "Measured media include the Internet, television, radio, magazine, newspaper, and outdoor media. Unmeasured media include everything else, such as events, product placements, and coupons."c. "Measured media includes paid Internet search and retail shelving. Unmeasured media consists of syndicated and local TV."d. "Measured media is directed at households and individuals. Unmeasured media is directed at businesses and members of trade channels."

Q: The primary metric in Mapes and Ross' copy testing methodology is ________. A) liking B) communication C) persuasion D) recall

Q: Scenario 12-4You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job. The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency. Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face. Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week.The interviewer welcomes you, allows for initial introductions, and then starts the interview. "We have a client that manufactures ebony furniture. Recently, it has launched a new line of furniture and we plan to promote its new line through a media vehicle. According to you, which should we use to promote the line?"a. Network TV b. Newspapers c. Newsweekd. Syndicated TV

Q: Mapes and Ross' copy testing methodology is named ________. A) Natural Exposure B) Copy Exposure C) NaturalResponse D) Native Exposure E) RealTest

Q: Scenario 12-3Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000. The entire adult population of the city is considered Champion Chocolate's target market.Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day. They decide to use local television, magazine, and newspapers to advertise the products.Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show. The show has a rating of 30.Eight ads will run in the regional edition of a magazine. The magazine has reach of 10. Twelve ads will run in the local newspaper. The paper has a reach of 40.Champion Chocolate wants to advertise throughout the year but promote its products more rigorously during the holidays. Thus, its advertising schedule is reflective of a strategy.a. net promoting b. continuityc. pulsing d. flighting

Q: Mapes and Ross' copy testing methodology shows the test commercial ________. A) in the context of an actual television broadcast B) over a private ROKU channel C) in the context of a prerecorded program distributed via VHS or DVD D) via a dedicated YouTube channel E) after a password protected link is clicked on the Gallup & Robinson website

Q: Scenario 12-3Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000. The entire adult population of the city is considered Champion Chocolate's target market.Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day. They decide to use local television, magazine, and newspapers to advertise the products.Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show. The show has a rating of 30.Eight ads will run in the regional edition of a magazine. The magazine has reach of 10. Twelve ads will run in the local newspaper. The paper has a reach of 40.To calculate the reach of their product, the company's media planners begin calculating gross impressions. To do so, they would calculate:a. the sum of exposures to the entire media placement in the media plan.b. add the figures of between-vehicle duplication and within-vehicle duplication. c. the gross number of media vehicles used in a schedule.d. the total number of times an individual in a target audience is exposed to a message.

Q: Gallup & Robinson asks respondents how much they agree or disagree with the statement "This commercial is one of the best I've seen recently." This is a measure of commercial ________. A) excellence B) relevance C) persuasion D) clutter E) recall