Deck 12: Media Basics

Question 1

Media that offer opportunities for dialogue and two-way conversations between companies and customers,as well as among consumers,are most accurately described as ________.

A)engaging
B)niche
C)addressable
D)interactive
E)converging

Answer 1

D

Question 2

Which of the following is NOT an example of corporate media?

A)stationery
B)movie trailer
C)signage
D)delivery trucks
E)staff appearance

Answer 2

B

Question 3

The internet,mail,and telephone are all examples of ________ media.

A)interactive
B)traditional
C)addressable
D)earned
E)owned

Answer 3

C

Question 4

A media ________ is a specific television program,newspaper,magazine,or radio program.

A)niche
B)touch point
C)platform
D)channel
E)vehicle

Question 5

The traditional media,such as print and broadcast,are considered ________ media.

A)earned
B)owned
C)paid
D)interactive
E)multiplatform

Question 6

Which of the following refers to the captivating quality of media that the audience finds engrossing?

A)connection
B)feedback
C)contact
D)engagement
E)interactivity

Question 7

Traditional media have seen a decline in advertising due to increased marketing budgets spent on which of the following?

A)television
B)digital billboards
C)newspapers
D)direct mail
E)internet advertising

Question 8

Which of the following refers to communication channels through which messages can be sent to identifiable groups of people with a distinct common interest?

A)interactive media
B)viral media
C)mass media
D)personal media
E)niche media

Question 9

IMC plans are ________.

A)multiplatform only
B)multiplatform and multichannel only
C)multiplatform,multichannel,and multitargeted
D)multichannel and multitargeted only
E)multitargeted only

Question 10

Which of the following is an interactive advertising placement strategy defined as paid ads that are so integrated with a web page's content and design that viewers feel the ad naturally belongs on the page?

A)freestanding insert
B)addressable media
C)corporate media
D)native advertising
E)quick-response advertising

Question 11

Which of the following is an advantage of owned media?

A)creates sense of credibility
B)allows for control
C)lets customers initiate contact
D)reaches prospects
E)persuades easily

Question 12

The term ________ refers to the ability of media planners to analyze the cost of a media buy relative to the size of the medium's audience.

A)audited media
B)mass media
C)niche media
D)targeted media
E)measured media

Question 13

Which of the following is NOT a type of measured media?

A)branded entertainment
B)outdoor
C)newspapers
D)magazines
E)radio

Question 14

Which of the following is a type of owned media?

A)display ads
B)ads on internet search sites
C)company website
D)customer service
E)ads on out-of-home media

Question 15

The term ________ refers to the way messages are delivered to a target audience.

A)marketing
B)engagement
C)media
D)broadcast
E)reach

Question 16

Traditional measured media such as print and broadcast are also referred to as ________ media channels.

A)owned
B)earned
C)interactive
D)legacy
E)addressable

Question 17

Which of the following is a type of place-based media channel?

A)radio
B)magazine
C)newspaper
D)kiosk
E)directory

Question 18

Which of the following would be considered a type of earned media?

A)mobile marketing
B)premiums
C)word of mouth
D)corporate videos
E)sponsorship ads

Question 19

Paid media buys take the forms of_______ and ________.

A)share;impressions
B)space;time
C)circulation;impressions
D)ratings;share
E)reach;frequency

Question 20

A company is using ________ when it airs a television commercial to millions.

A)interactive media
B)viral media
C)mass media
D)personal media
E)niche media

Question 21

Who implements the media plan?

A)media buyers
B)media researchers
C)media planners
D)media monitors
E)media brokers

Question 22

Scannable QR codes that link to product websites are now being used ________.

A)on television
B)on mobile ads
C)on radio
D)in print ads
E)in branded entertainment

Question 23

In the evolution of media,the ________ era featured electronic information transmitted through the internet and saw the birth of e-commerce.

A)print
B)digital
C)broadcast
D)social media
E)traditional

Question 24

________ are independent organizations that specialize in doing media research,planning,and buying.

A)Media platforms
B)Account planners
C)Media agencies
D)Media buying companies
E)Media brokers

Question 25

Which term refers to the digitization of the media,in which all of the mass media save and transmit information through the same digital forms?

A)convergence
B)interactivity
C)cadence
D)commoditization
E)engagement

Question 26

Which of the following is the most important media change that has occurred over the last twenty years?

A)the internet
B)online newspapers
C)streaming television
D)the smartphone
E)streaming radio

Question 27

Who makes the strategic decisions outlined in the media plan?

A)media buyers
B)media researchers
C)media planners
D)media reps
E)media brokers

Question 28

Newspaper is the ________,and the Wall Street Journal is the ________.

A)vehicle;medium
B)medium;vehicle
C)medium;execution
D)execution;medium
E)reach;impression

Question 29

Paid media lacks which of the following?

A)message control
B)scale
C)credibility
D)measurability
E)reach

Question 30

Which of the following is an advantage of owned media?

A)message control
B)credibility
C)ease of measurement
D)most engaging
E)most persuasive

Question 31

Who sells space and time for a variety of media?

A)media buyers
B)media researchers
C)media planners
D)media monitors
E)media brokers

Question 32

Which of the following is another name for cross-media?

A)convergence
B)interactivity
C)niche media
D)measured media
E)multichannel

Question 33

Which medium is more multidimensional and interactive than the internet?

A)television
B)radio
C)print
D)outdoor advertising
E)personal selling

Question 34

A new pizza restaurant is opening in town.The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening.The owners of the restaurant are using ________.

A)mass media
B)interactive media
C)viral marketing
D)addressable media
E)broadcast media

Question 35

________ work for a specific vehicle,such as a magazine or local television station,with the objective of building the best possible argument to convince media planners to use the medium they represent.

A)Media buyers
B)Account planners
C)Media researchers
D)Media salespeople
E)Media brokers

Question 36

Which of the following would NOT be considered owned media?

A)websites
B)direct-mail email address lists
C)Facebook sites
D)public relations publications
E)word-of-mouth

Question 37

June's job at an advertising agency entails identifying and selecting media options based on research into the audience profiles of various media as well as scheduling and budgeting.What is June's job responsibility?

A)media planning
B)media buying
C)account planning
D)account management
E)message development

Question 38

Media ________ compile audience measurement data,media costs,and availability data.

A)salespeople
B)researchers
C)distributors
D)reps
E)buyers

Question 39

When did Facebook first come online?

A)1991
B)1996
C)2000
D)2004
E)2006

Question 40

Michelle is a specialist in media planning.She tells clients about media trends in the future.She often talks about the digitization of media,in which all mass media save and transmit information through the same digital forms.Through integration,the media work through and with each other.What media trend is Michelle discussing?

A)interactivity
B)engagement
C)convergence
D)commoditization
E)cadence

Question 41

Which of the following statements is TRUE regarding print media?

A)Circulation measures the actual readership.
B)Impressions estimate the actual readership.
C)Impressions refer to copies sold.
D)Reach is more important than frequency.
E)Frequency is more important than reach.

Question 42

The goal of media planning is to ________.

A)minimize impact and minimize cost
B)maximize impact and minimize cost
C)maximize impact and maximize cost
D)maximize impact and stabilize cost
E)stabilize impact and minimize cost

Question 43

Which term refers to the way various types of media are strategically combined in a media plan?

A)media mix
B)message mix
C)media vehicle
D)message frequency
E)media reach

Question 44

The percentage of the media audience exposed at least once to the advertiser's message during a specific time frame is known as ________.

A)an impression
B)circulation
C)exposure
D)reach
E)frequency

Question 45

In the broadcast industry,which of the following converts a raw number of households to a percentage?

A)gross impressions
B)ratings
C)frequency
D)circulation
E)engagement

Question 46

Which term refers to the percent of viewers based on the number of television sets turned on?

A)rating
B)share
C)gross rating points
D)gross impressions
E)impressions

Question 47

A ________ identifies the best media to use to deliver an advertising message to a targeted audience and is a subsection within a marketing communications plan.

A)media impression
B)media vehicle
C)gross impression plan
D)media plan
E)message plan

Question 48

Lisa works at a major advertising agency and is an expert in the television schedule for eight major markets in the United States.Her job entails identifying specific television shows that will deliver the desired audience for her agency's client,negotiating the costs to advertise in them,and handling the details of billing and payment.What is Lisa's job title?

A)media planner
B)media buyer
C)account planner
D)creative director
E)account manager

Question 49

Media impact begins with ________.

A)impressions
B)circulation
C)exposure
D)reach
E)frequency

Question 50

Members of which of the following generational groups grew up with tape recorders,video games,VCRs,and cable TV,but not cell phones,computers,or internet?

A)Traditionalists
B)Boomers
C)Gen Xers
D)Gen Yers
E)Millennials

Question 51

Members of which of the following generational groups grew up with newspapers,magazines,and radio,but not television,cell phones,computers,or the Internet?

A)Traditionalists
B)Boomers
C)Gen Xers
D)Gen Yers
E)Millennials

Question 52

Which of the following describes multichannel and multimarketing communication areas?

A)mixed media
B)multiplatform
C)addressable media
D)interactive media
E)measured media

Question 53

Tara Keegan owns Live Well,a small chain of health stores offering a variety of natural health products and related services.Tara is committed to the principles of IMC,so she is most likely to require that all media contact points achieve which of the following?

A)Deliver a creative message to her target audience.
B)Connect her brand with the target audience in an engaging way.
C)Provide for clear measures of return on investment.
D)Limit the amount of multichannel communication.
E)Prioritize one-way communication over two-way communication.

Question 54

Members of which of the following generational groups grew up with DVDs,TiVo,satellite radio,iPods,smart phones,Facebook,and Twitter?

A)Traditionalists
B)Boomers
C)Gen Xers
D)Gen Yers
E)Millennials

Question 55

The number of times a person is exposed to an advertisement is known as ________.

A)gross impression
B)circulation
C)exposure
D)reach
E)frequency

Question 56

The most intrusive medium is ________.

A)radio
B)newspaper
C)television
D)personal selling
E)Internet

Question 57

The sum of the total exposure potential expressed as a percentage of the audience population is called ________.

A)circulation
B)share
C)rating points
D)gross share points
E)impressions

Question 58

For print media,________ refer(s)to copies sold,and ________ estimate(s)the actual readership.

A)circulation;frequency
B)circulation;impressions
C)frequency;circulation
D)impressions;circulation
E)exposure;gross impressions

Question 59

One person's opportunity to be exposed one time to an ad in a broadcast program,newspaper,magazine,or outdoor location is known as ________.

A)an impression
B)circulation
C)exposure
D)reach
E)frequency

Question 60

Members of which of the following generational groups grew up with the computer,the internet,and cell phones,but not smart phones or Twitter?

A)Traditionalists
B)Boomers
C)Gen Xers
D)Gen Yers
E)Millennials

Question 61

Fishing Gear sells a range of fishing products to outdoor enthusiasts and serious fishermen.Fishing Gear wants to reach its target market in a way that minimizes intrusiveness.Which of the following would be the best fit for Fishing Gear?

A)personal selling
B)print ads in Fishing and Hunting News
C)commercials on cable television
D)emails to all individuals with a fishing license
E)banner ads on websites

Question 62

________ such as Twitter and Facebook build on the interactivity of the Internet.

A)Social media
B)E-commerce sites
C)Video games
D)Branded entertainment
E)Advertainment

Question 63

Allison is working with a client that wants to maximize frequency over a one-month period.Which of the following media should Allison NOT recommend to this client?

A)radio
B)daily newspapers
C)monthly magazines
D)network television
E)cable television

Question 64

What does the term viral marketing mean?

A)It is another term for online privacy.
B)It is another term for online security.
C)It refers to problems associated with computer viruses.
D)It refers to buzz that gets rapidly passed through a network of friends.
E)It refers to negative publicity associated with company blogs.

Question 65

Allison is working with a client that is preparing a national launch of a new line of packaged snacks.The client wants to maximize the reach of its marketing communication efforts.Which of the following media vehicles should Allison recommend?

A)network television shows with low rating points
B)network television shows with high rating points
C)local radio shows with high share of audience
D)local radio shows with low share of audience
E)special interest magazines with niche audiences

Question 66

________ is branded entertainment,designed to engage customers with brands.

A)Advertainment
B)Instant messaging
C)Experiential marketing
D)Guerilla marketing
E)Owned media

Question 67

A popular comedy show on Fox network had a rating of 4.0 but a share of 7.Why are these two numbers different?

A)Rating includes all TV households,and share considers only those households that have their TVs on at that time.
B)Share includes all TV households,and rating considers only those households that have their TVs on at that time.
C)Rating is provided by Arbitron and share is provided by Nielsen,and both use different methods for estimating audience size.
D)Rating is provided by Nielsen and share is provided by Arbitron,and both use different methods for estimating audience size.
E)Rating compares audience size to the entire TV universe,while share compares only audience size to other network programming.

Question 68

Marketing that reaches people on the street and in public places is called ________ marketing.

A)word-of-mouth
B)viral
C)search
D)experiential
E)guerilla

Question 69

As a young woman,Rhonda grew up with newspapers,radio,and television dominating the media.However,she did not have cable television as a child.As an adult,Rhonda uses a smart phone,a personal computer,and an e-book reader.Rhonda is part of which generation?

A)Traditionalist
B)Boomer
C)Gen X
D)Gen Y
E)Millennial

Question 70

Ronny finished college three years ago and has been working in the advertising industry ever since.Ronny feels comfortable adopting technological innovations at work and in his personal life,perhaps because he is a member of the first generation to grow up with personal computers and the internet.Ronny belongs to which generation?

A)Traditionalist
B)Boomer
C)Gen X
D)Gen Y
E)Millennial

Question 71

Which of the following refers to a brand appearing in a television program or movie as a prop?

A)product placement
B)advertainment
C)guerilla marketing
D)viral marketing
E)branded entertainment

Question 72

A local business that hires a sign holder to stand on the sidewalk,trying to catch the attention of passersby by promoting a special marketing event,is using ________.

A)guerrilla marketing
B)viral marketing
C)product placement
D)advertainment
E)mobile marketing

Question 73

Honda is launching a new SUV and wants to expose the largest possible percentage of the prime-time TV viewing audience to its message at least once during the next six months.Which media concept is Honda trying to maximize?

A)frequency
B)impressions
C)reach
D)circulation
E)integration

Question 74

Refer to the following passage to answer the questions below.
Allison works in the media department of a major advertising agency that has several national advertisers as clients.Her responsibilities include identifying specific media vehicles,such as TV programs,newspapers,magazines,or radio programs and stations for clients' advertising;negotiating the costs to advertise in them;and handling the details of billing and payment.Although one of the agency's major clients advertises primarily in magazines,the media plan calls for the use of newspaper advertising as well.
What is Allison's job function?

A)media planner
B)rate negotiator
C)media buyer
D)account planner
E)account buyer

Question 75

Viral marketing primarily uses which of the following communication channels?

A)billboards
B)print media
C)radio
D)broadcast media
E)social media

Question 76

Giving customers opt-in or opt-out options for receiving brand information digitally is an effective way to minimize ________.

A)intrusiveness
B)engagement
C)share
D)frequency
E)viral communication

Question 77

Through the use of ________,online ads are placed near topics of interest that people search for online.

A)mobile marketing
B)viral communication
C)social networking
D)guerilla marketing
E)search marketing

Question 78

All of the following are trends in the modern media landscape EXCEPT which one?

A)Media consumers are in control of their media.
B)Media consumers are passive rather than active.
C)Lives are media focused.
D)There are more media choices than ever before.
E)People use more than one medium at a time.

Question 79

The media plan calls for placing ads in all the major newspapers in the southeastern United States.Because newspaper is primarily a local medium,Allison seeks the services of a professional to assist her in placing the buy with one order.Allison needs to contact a ________.

A)media researcher
B)customer service rep
C)media rep
D)media-buying service
E)media consolidator

Question 80

Which of the following is NOT an advantage of product placement?

A)demonstrates product use in a natural setting by people who are celebrities
B)unexpected and catches the audience when resistance to advertising messages may be dialed down
C)effective even if there is not a match between the product and the movie or its audience
D)good for engaging the affections of other stakeholders,such as employees and dealers,particularly if the placement is supported with its own campaign
E)can be supported with its own campaign