Deck 11: Media Basics

Question 1

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

Answer 1

B

Question 2

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

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

Answer 2

C

Question 3

In IMC programs,media are also all of the following EXCEPT which one?

A) contact points
B) touch points
C) engagement points
D) shares
E) feedback channels

Answer 3

A

Question 4

Media experts describe ________ as the closeness of fit between the interests of viewers and the relevance of the media content.

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

Question 5

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

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

Question 6

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 7

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 8

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 9

Traditional media have recently 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 10

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 11

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

Question 12

Which of the following would be considered 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 13

Which of the following is LEAST likely an example of corporate media?

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

Question 14

Paid media buys take the forms of_______ and ________.

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

Question 15

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

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

Question 16

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

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

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

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

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

Question 19

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 20

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 21

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 22

The ________ is the most important media change that has occurred over the last twenty years.

A) Internet
B) newspaper
C) television
D) magazine
E) radio

Question 23

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

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

Question 24

Which of the following most accurately identifies the strength of newspapers and magazines?

A) delivering information in depth
B) tailoring programs to audience tastes
C) bringing entertainment into the home
D) delivering personalized information
E) creating two-way communication

Question 25

When did Facebook first come online?

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

Question 26

Who implements the media plan?

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

Question 27

________ 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 28

The ________ era features 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 29

What word or phrase involves 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 30

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

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

Question 31

________ are independent companies 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 32

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 33

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 34

Which of the following most accurately identifies the strength of radio?

A) delivering information in depth
B) tailoring programs to audience tastes
C) personalizing entertainment
D) delivering personalized information
E) creating two-way communication

Question 35

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 36

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 37

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 38

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 39

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 40

Which medium is more multidimensional and interactive than the Internet?

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

Question 41

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 42

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 43

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 44

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 45

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 46

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 47

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 48

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 49

________ sites like MySpace and Facebook build on the interactivity of the Internet.

A) Social media
B) Product placement
C) Video game
D) Branded entertainment
E) Advertainment

Question 50

The way various types of media are strategically combined in a media plan is known as a ________.

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

Question 51

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 52

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 53

Through the use of ________,online ads are placed near search engine results.

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

Question 54

Viral marketing primarily uses which of the following communication channels?

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

Question 55

The most intrusive medium is ________.

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

Question 56

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 57

Media impact begins with ________.

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

Question 58

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 59

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 60

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 61

The distinction between mass media and niche media is based entirely on size.

Question 62

The media are used primarily for advertising.

Question 63

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 64

IMC plans are multiplatform,multichannel,and multitargeted.

Question 65

The majority of media budgets are spent on television advertising.

Question 66

The Internet is the most multidimensional medium available to advertisers.

Question 67

Interactive media is more useful than mass media for engaging consumers in brand-related conversations.

Question 68

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

Question 69

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 70

Media brokers work for a specific medium,such as a magazine or local television station,and their objective is to build the best possible argument to convince media planners to use the medium they represent.

Question 71

Which of the following relies on the power of personal communication in consumer decision making?

A) word-of-mouth
B) advertainment
C) guerilla marketing
D) product placement
E) search engine advertisement

Question 72

The animate program City Hunters,created for the Axe brand,is an example of ________.

A) advertainment
B) viral marketing
C) alternative media
D) subliminal advertising
E) guerilla marketing

Question 73

________ is the strategy based on reaching people with a message when they are near a store.

A) Viral marketing
B) Experiential marketing
C) Mobile marketing
D) Digital marketing
E) Search marketing

Question 74

Of the traditional forms of media,newspapers lost the most in the wake of online media growth and the Great Recession.

Question 75

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 76

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

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

Question 77

Which of the following has been referred to as "stealth advertising" by the Writers Guild of America?

A) branded advertainment
B) branded apps
C) mobile marketing
D) product placement
E) consumer-generated content

Question 78

The Internet,mail,and telephone are all considered addressable media.

Question 79

The majority of revenue in print and broadcast media comes from advertising.

Question 80

Which of the following forms of nontraditional media is most limited by a small reach?

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