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Q:
One advantage of using the Internet as an advertising medium is
a. there is no need to segment markets.
b. messages are automatically translated into multiple languages.
c. initial encoding is easily outsourced.
d. online ads almost always result in a "click," an action that leads to the purchasing of a product.
e. it can use animation to capture attention.
Q:
One advantage of using the Internet as an advertising medium is
a. there is no need to segment markets.
b. messages are automatically translated into multiple languages.
c. Internet advertising can use rich media to create interactive ads.
d. initial encoding is easily outsourced.
e. online ads almost always result in a "click," an action that leads to the purchasing of a product.
Q:
One advantage of using the Internet as an advertising medium is
a. there is no need to segment markets.
b. it has video and audio capabilities similar to television.
c. initial encoding is easily outsourced.
d. online ads almost always result in a "click," an action that leads to the purchasing of a product.
e. messages are automatically translated into multiple languages.
Q:
One advantage of using the Internet as an advertising medium is
a. it is similar to print advertising since it offers a visual message.
b. there is no need to segment markets.
c. messages are automatically translated into multiple languages.
d. initial encoding is easily outsourced.
e. it is relatively simple to run national online campaign across multiple sites.
Q:
Yellow pages publishers are facing increasing public concern about
a. the competition among directories.
b. the lack of online yellow pages.
c. the difficulty of keeping the ads up-to-date.
d. privacy.
e. the environmental impact of the directories.
Q:
One disadvantage of using the yellow pages as an advertising medium is
a. there is no similar competition.
b. they are facing increasing public concern about the environmental impact of their paper-based print versions.
c. the ads are perishable.
d. few households with telephones have them.
e. advertisers must create extensive databases for delivery .
Q:
One disadvantage of using the yellow pages as an advertising medium is
a. there is no similar competition.
b. they are difficult to keep up to date.
c. the ads are perishable.
d. few households with telephones have them.
e. advertisers must create extensive databases for delivery.
Q:
One disadvantage of using the yellow pages as an advertising medium is
a. the proliferation of directories in many cities.
b. they have extensive accountability and ROI metrics.
c. the ads are perishable.
d. few households with telephones have them.
e. advertisers must create extensive databases for delivery.
Q:
One advantage of using the yellow pages as an advertising medium is
a. there is no competition.
b. the print pages are quicker and easier to use than the Internet.
c. they have a long life span.
d. they are more mobile than other information sources.
e. there are no delivery costs.
Q:
One advantage of using the yellow pages as an advertising medium is
a. there is no competition.
b. the print pages are quicker and easier to use than the Internet.
c. they are more mobile than other information sources.
d. they have excellent coverage of geographic segments.
e. there are no delivery costs.
Q:
One advantage of using the yellow pages as an advertising medium is
a. the short life span.
b. they are used more than 150 billion times annually.
c. the print pages are quicker and easier to use than the Internet.
d. they are more mobile than other information sources.
e. they are available 24/7/365.
Q:
Which of the following is a trend that influences newspapers today?
a. There is a growth in online newspapers.
b. Newspapers are enjoying increasing circulation.
c. Newspapers are increasing the number of printed pages.
d. More cities are increasing the number of newspapers that are available.
e. Cheaper newsstand prices have rekindled an interest in newspapers.
Q:
Which of the following is a trend that influences newspapers today?
a. Newspapers are enjoying increasing circulation.
b. Newspapers are increasing the number of printed pages.
c. There is a growth in new types of news organizations.
d. More cities are increasing the number of newspapers that are available.
e. Cheaper newsstand prices have rekindled an interest in newspapers.
Q:
The Wall Street Journal and USA Today each have a national distribution of more than
a. 500,000 readers.
b. 1 million readers.
c. 2 million readers.
d. 5 million readers.
e. 10 million readers.
Q:
National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be national daily print versions of __________.
a. The National Enquirer and The National Review
b. The Wall Street Journal and USA Today
c. The Trader and The National Enquirer
d. The New York Times and the Washington Post
e. The Christian Science Monitor and The Huffington Post
Q:
One disadvantage of using newspapers as an advertising medium is their
a. inability to cover local markets.
b. long lead time for placing an ad.
c. long life span.
d. relatively high cost.
e. competition for reader attention with other features in the newspaper.
Q:
One disadvantage of using newspapers as an advertising medium is their __________.
a. relatively poor color reproduction
b. inability to cover local markets
c. long lead time for placing an ad
d. relatively high cost
e. lack of noise during the communication process
Q:
One disadvantage of using newspapers as an advertising medium is
a. their inability to cover local markets.
b. readers damage the newspaper when clipping its ads.
c. their short life span.
d. the high cost of ads.
e. their quick consumer response.
Q:
One advantage of using newspapers as an advertising medium is their
a. ability to cover national markets.
b. excellent use of color graphics.
c. quick consumer response.
d. relatively high cost.
e. limited distraction from other features.
Q:
One advantage of using newspapers as an advertising medium is
a. their long life span.
b. the excellent use of color graphics.
c. ads can be clipped and saved.
d. quick consumer response.
e. limited distraction from other features.
Q:
One advantage of using newspapers as an advertising medium is
a. the ability to cover national markets.
b. the short lead time for placing an ad.
c. excellent color graphics.
d. minimum distraction from other features.
e. the extended life span.
Q:
One advantage of using newspapers as an advertising medium is
a. their ability to cover local markets.
b. the long lead time for placing an ad.
c. the long life span.
d. the relatively high cost.
e. competition for reader attention with other features in the newspaper.
Q:
All of the following statements are true about newspapers EXCEPT:
a. many newspapers are adding complementary digital versions that can be viewed on tablet devices and smartphones.
b. newspapers are generally limited to ads that call for an immediate customer response.
c. readers of news-oriented content are moving toward free websites and mobile services.
d. most newspapers have recently experienced a surge in both circulation and advertising revenue.
e. newspapers are an important local medium with excellent reach potential.
Q:
Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in custom jewelry and has been in business for decades. Which medium would be the best for Trice to use to reach potential customers with colorful long-lasting images and remind them that Trice is the source for all their gift-giving needs?
a. prime time national television
b. magazines targeted toward wealthy residents of Milwaukee
c. radio stations that target millennials
d. flyers sent to all the Milwaukee zip codes
e. Milwaukee regional newspapers
Q:
Recent studies comparing advertising in different media suggest that magazine advertising
a. takes a relatively short time to read.
b. incorporates four-color graphics too frequently.
c. usually has little competition with other media features.
d. is quickly replacing television advertising.
e. is perceived to be more trustworthy, inspirational, and engaging than other media.
Q:
One disadvantage of using magazines as an advertising medium is
a. the inability to target specific audiences.
b. the short lead-time needed to place an ad.
c. the lack of noise associated with the use of magazines in the communication channel.
d. the infrequent nature of their publication.
e. there is little opportunity to tie in magazine advertisements with rest of an ad campaign.
Q:
One disadvantage of using magazines as an advertising medium is
a. the inability to target specific audiences.
b. the short lead-time needed to place an ad.
c. the relatively high cost.
d. the lack of noise associated with the use of magazines in the communication channel.
e. the trend to create sex or humor appeals often dilutes the effectiveness of the message.
Q:
One disadvantage of using magazines as an advertising medium is
a. the inability to target specific audiences.
b. the long lead-time needed to place an ad.
c. the extremely low cost.
d. the trend to create sex or humor appeals often dilutes the effectiveness of the message.
e. the lack of noise associated with their use in the communication channel.
Q:
One advantage of using magazines as an advertising medium is
a. it takes a relatively short time to place the ad.
b. there is little need or benefit to incorporate four-color graphics.
c. there is little noise in the communications process.
d. many are available as digital versions of their print counterparts.
e. the cost of placing a magazine ad is extremely low.
Q:
One advantage of using magazines as an advertising medium is
a. the cost of placing a magazine ad is extremely low.
b. it takes a relatively short time to place the ad.
c. the ads can be clipped and saved.
d. the ease of translating consumer interests into a successful publication.
e. there is little need or benefit to incorporate four-color graphics.
Q:
Which of the following is an advantage of using magazines as an advertising medium?
a. a magazine ad has a long life
b. it takes a relatively short time to place the ad
c. the cost of placing a magazine ad is extremely low
d. it is easy to translate consumer interests into a successful publication
e. there is little need or benefit to incorporate four-color graphics
Q:
One advantage of using magazines as an advertising medium is
a. the relatively short time it takes to place an ad.
b. high-quality color is available if needed or desired.
c. the cost of placing a magazine ad is extremely low.
d. the ease of translating consumer interests into a successful publication.
e. there is little need or benefit to incorporate four-color graphics.
Q:
One advantage of using magazines as an advertising medium is
a. the ability to target specific audiences.
b. the relatively short time it takes to place an ad.
c. the extremely low cost.
d. the opportunity to compete with other magazine features.
e. the simplicity of the message.
Q:
All of the following statements are true about magazines EXCEPT:
a. the magazine with the highest circulation is AARP The Magazine.
b. consumer interests can be difficult to translate into a magazine theme, resulting in many magazine failures each year.
c. national publications publish regional and even metro editions to reduce wasted coverage.
d. most magazines are dropping their print formats to offer only online versions that can be viewed on iPads and other tablet devices and smartphones.
e. Time magazine publishes both geographic and demographic editions in the U.S.
Q:
One of the disadvantages associated with radio as an advertising medium is that it
a. has a long exposure time.
b. can target specific audiences.
c. uses humor, sound, and intimacy effectively.
d. has an unlimited amount of advertising time available.
e. is difficult to convey complex messages.
Q:
One of the disadvantages associated with radio as an advertising medium is that it
a. has a short exposure time.
b. cannot target specific audiences.
c. cannot use humor, sound, and intimacy effectively.
d. has a very limited amount of advertising time available.
e. is easy to convey complex messages.
Q:
One of the disadvantages associated with radio as an advertising medium is that it
a. has a long exposure time.
b. cannot target specific audiences.
c. has a perishable message.
d. cannot use humor, sound, and intimacy effectively.
e. has an unlimited amount of advertising time available.
Q:
A western clothing retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between radio and newspaper ads. Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?
a. better reach
b. more effective visuals
c. ads can be saved by consumers
d. better segmentation capability
e. more effective in conveying complex information
Q:
One of the advantages associated with radio as an advertising medium is that it
a. has a long exposure time.
b. can target general audiences.
c. has an unlimited amount of advertising time available.
d. is relatively simple to convey complex messages.
e. uses humor, sound, and intimacy effectively.
Q:
One of the advantages associated with radio as an advertising medium is that it
a. has a long exposure time.
b. has a perishable message.
c. has an unlimited amount of advertising time available.
d. allows ads to be placed quickly.
e. is relatively simple to convey complex messages.
Q:
One of the advantages associated with radio as an advertising medium is that it
a. can target specific audiences.
b. has a long exposure time.
c. has a perishable message.
d. has an unlimited amount of advertising time available.
e. is relatively simple to convey complex messages.
Q:
Infomercials refer to
a. public service announcements used to notify local citizens of impending danger due to weather or other natural disasters.
b. a form of advertisement whose sole purpose is to entertain.
c. program-length (30-minute) advertisements that take an educational approach to communication with potential customers.
d. direct-response TV and radio ads that air during the late night or weekend mornings.
e. educationally-formatted programming that consumers order privately by using the "On Demand" button on their cable TV remote and DVR set-up box.
Q:
Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as __________.
a. advertorials
b. infomercials
c. advermercials
d. edutainment ads
e. extended advertising messages
Q:
One way TV advertising can reduce wasted coverage is to
a. identify the target market it wishes to address within the first three seconds of the commercial so the message can be ignored by non-targeted viewers.
b. run shorter ads in a greater number of geographical areas.
c. identify specific times of day or night when the target audience would be more likely to tune in.
d. develop more creative ads so that more people will choose to see them.
e. run the ads on less expensive, narrowly focused, specialized cable and satellite channels.
Q:
When people outside the target market for the product see a firm's advertisement, it is referred to as __________.
a. wasted coverage
b. media divergence
c. dual exposure
d. over-exposure
e. advertising spill-over
Q:
Many companies are now opting for commercial time on live events rather than programs that consumers might
a. avoid because there are too many commercial interruptions.
b. watch while multitasking.
c. watch later on a DVR.
d. believe are commercial-free.
e. have seen previously.
Q:
One of the disadvantages associated with television as an advertising medium is that it
a. requires a long exposure time.
b. cannot target specific audiences.
c. must use print for effect.
d. cannot be used to convey complex messages.
e. has an unlimited amount of advertising time available.
Q:
One of the disadvantages associated with television as an advertising medium is that it
a. cannot target specific audiences.
b. is very expensive to prepare and run ads.
c. must use print for effect.
d. has an unlimited amount of advertising time available.
e. is not effective for conveying simple messages.
Q:
One of the disadvantages associated with television as an advertising medium is that it
a. has a short exposure time.
b. cannot target specific audiences.
c. must use print for effect.
d. has an unlimited amount of advertising time available.
e. is not effective for conveying simple messages.
Q:
All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:
a. a growing number of households have game consoles or DVRs.
b. many households have dropped their cable or satellite subscriptions and view limited programming on alternative options such as YouTube, Hulu, Netflix, and other Internet or streamed video services.
c. industry experts also predict that more than 100 million 3-D televisions will be sold by 2014.
d. DVR manufacturers have removed the "skip" button on their remotes to limit ad-zapping in response to advertiser complaints.
e. there are also many opportunities for out-of-home TV viewing as televisions are in many bars, hotels, offices, airports, and on college campuses.
Q:
One of the advantages associated with television as an advertising medium is that it
a. is a low-cost medium.
b. has a short exposure time.
c. can target specific audiences.
d. has an unlimited amount of advertising time available.
e. can be used to convey complex messages.
Q:
One of the advantages associated with television as an advertising medium is that it
a. has a short exposure time.
b. is a low-cost medium.
c. as an unlimited amount of advertising time available.
d. can be used to convey complex messages.
e. can use pictures, print, sound, and motion.
Q:
One of the advantages associated with television as an advertising medium is that it
a. has a short exposure time.
b. can reach extremely large audiences.
c. is a low-cost medium.
d. has an unlimited amount of advertising time available.
e. can be used to convey complex messages.
Q:
Suppose the following: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $312,286 and its U.S. audience size is 1,613,062. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,778,934. The cost of a full-page color ad in the U.S. national edition Bloomberg Businessweek (magazine) is $156,900 and has an audience size of 980,000. The cost of a full-page color ad in the U.S. national edition Sports Illustrated (magazine) is $238,000 and has an audience size of 3,150,000. The cost of a 30-second ad on the most recent Super Bowl (television) is $3,250,000 and has an audience size of 112,500,000. Using this information, which has the HIGHEST CPM of the five alternatives?a. The Wall Street Journalb. USA Todayc. Bloomberg Businessweekd. Sports Illustratede. Super Bowl
Q:
Suppose the following information: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $312,286 and its U.S. audience size is 1,613,062. The cost of a full-page color ad in the U.S. national edition Sports Illustrated (magazine) is $238,000 and has an audience size of 3,150,000. The cost of a 30-second ad on the most recent Super Bowl (television) is $3,250,000 and has an audience size of 112,500,000. Using this information, which of the following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?
a. reach
b. frequency
c. CPM
d. rating
e. GRP
Q:
CPM Marketing DashboardAccording to the CPM Marketing Dashboard above, the CPM for the Super Bowl would be approximatelya. $11.b. $27.c. $119.d. $155.e. $224.
Q:
If you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000, what would your CPM be?a. $5.00b. $4.00c. $3.00d. $2.00e. $1.
Q:
What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?
Q:
One of the most common measures in advertising is cost per thousand impressions (CPM). The CPM is calculated as follows:a. CPM = Advertising cost ($) u00c3u00b7 Impressions generated (in 100s).b. CPM = Total revenue ($) u00c3u00b7 Impressions generated in 1,000s).c. CPM = Total profit ($) u00c3u00b7 Impressions generated (in 1,000s).d. CPM = Advertising cost ($) u00c3u00b7 Impressions generated (in 1,000s).e. CPM = Advertising cost ($) u00c3u00b7 Impressions generated (in 1,000,000s).
Q:
What is cooperative advertising?
Q:
One of the most common measures in advertising isa. cost per thousand impressions.b. cost per thousand occurrences.c. cost per thousand incidences.d. cost per million impressionse. cost per thousand frequencies.
Q:
What is a product placement? Provide an example of a reverse product placement.
Q:
The cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as
a. GRP
b. CPA
c. TMP
d. CPM
e. M
Q:
What is a point-of-purchase display? Discuss two reasons why firms use them.
Q:
With respect to advertising, CPM is defined as
a. the cost of one medium relative to the costs of other media (e.g. direct mail versus television, radio, or outdoor), each of which is divided by the multiple of their respective reach and frequency.
b. the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households.
c. the cost of reaching 1,000 individuals or households with the advertising message in a given medium.
d. the cost per minute of television or radio airtime.
e. the number of consumers exposed to an advertising message, in thousands.
Q:
A new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry. What is the best type of sales promotion to use to reach them and why?
Q:
Gross rating points (GRPs) are determined by the formula
a. reach multiplied by frequency.
b. reach multiplied by rating.
c. rating multiplied by frequency.
d. cost divided by reach.
e. cost divided by frequency.
Q:
What is the difference between a contest and a sweepstakes?
Q:
The owners of a small toy store with a limited advertising budget were very concerned about spending their advertising dollars wisely. One of their primary advertising goals was to expose customers in a limited market area to their advertising messages as often as possible. The owners of the toy store were concerned with
a. reach.
b. frequency.
c. gross rating points.
d. cost per thousand.
e. ratings.
Q:
What is the difference between a coupon and a deal?
Q:
Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. The average number of times a person in the target audience is exposed to a message or advertisement is referred to as
a. frequency.
b. CPM.
c. reach.
d. rating.
e. gross rating points.
Q:
Differentiate among full-service advertising agencies, limited-service advertising agencies, and in-house agencies as to services provided and their composition.
Q:
The average number of times a person in the target audience is exposed to an advertisement is referred to as __________.
a. the exposure rate
b. GRPs
c. frequency
d. the hit rate
e. CPM
Q:
Discuss the process of pretesting and posttesting advertising copy. Include a list of methods used for pretesting and posttesting in your answer. Be sure to explain why marketers should pretest and posttest ad copy.
Q:
Frequency refers to
a. the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a product or service.
b. the total number of times an advertisement is aired on television or radio.
c. the average number of times a firm airs an advertisement.
d. the number of times an advertisement can be shown before it begins to lose its effectiveness.
e. the average number of times a person in the target audience is exposed to an advertisement.
Q:
List and describe the three types of pretests that can be conducted before advertising is placed in the media.
Q:
A local television station reported that one-fifth of the television households in its market were watching a special prime time movie on its TV channel during the 8:00 p.m. to 10:00 p.m. time period during the November "sweeps" period. What would be the movie's rating?
a. 10
b. 20
c. 30
d. 40
e. 50
Q:
Identify the three different approaches used to schedule advertising.
Q:
In television or radio advertising, a rating refers to
a. the number of different people or households exposed to an advertisement.
b. the average number of times a person in the target audience is exposed to a message or advertisement.
c. the percentage of households in a market that are tuned to a particular television or radio station.
d. a commonly used reference number an advertiser calculates (reach multiplied by frequency) to determine whether it has achieved its advertising objectives.
e. the percentage points of market share a firm garners for its advertisements relative to its competitors.
Q:
List two advantages and two disadvantages of using yellow pages, Internet, and billboards for advertising.