Question 1

A major change in consumer media use is the increase in media-driven lives.

Accepted Answer

With the rise of smartphones and social media platforms, people are spending more time consuming media and integrating it into their daily lives.

Question 2

Explain the difference between the terms delivery and connection.

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Question 3

Explain how media technology has changed from the print era to today.

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Question 4

Briefly describe the modern media landscape and how advertisers have adjusted to it.

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Question 5

Branded entertainment and product placement are simply different names for the same strategy.

Accepted Answer

Branded entertainment involves integrating a brand into a story or entertainment platform, making it a part of the narrative, while product placement is the inclusion of a brand or product within an entertainment medium without it being central to the story.

Question 6

Jane is teaching an undergraduate introductory advertising course and is trying to explain the difference between reach and frequency.How should Jane explain these terms? What is the goal of a media plan with respect to these two terms?

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Question 7

What is a media mix?

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Question 8

You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture.Upscale Furnishings is developing a direct customer relationship with you through guerilla marketing.

Accepted Answer

Guerilla marketing involves unconventional, innovative, and low-cost marketing tactics aimed at obtaining maximum exposure for a product. Receiving a text message about a sale is a direct marketing strategy, not guerilla marketing.

Question 9

Explain what is meant by the term media vehicle and give three examples.

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Question 10

What are two ways that an advertising message's frequency can be increased? Give an example of each.

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Question 11

Your friend is confused about the terms impression and circulation.What would you say to help him understand the difference in these concepts?

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Question 12

How do earned media,paid media,and owned media compare in terms of message control and credibility?

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Question 13

The biggest problem with product placement is that the placement may not be noticed.

Accepted Answer

Product placement may not be noticed by viewers or consumers, which defeats its purpose in advertising and marketing.

Question 14

Four college roommates who were advertising majors are now in New York working in the advertising industry.John is a media planner,Carl is a media buyer,George is a media researcher,and they all work at the same advertising agency.Chuck works at a media buying company and jokes that he will be taking over all of their jobs.Describe how their jobs are different and why Chuck can make the joke he did.

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Question 15

Give an example of media convergence.

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Question 16

Explain the relationship between a medium's level of intrusiveness and its capacity for personalization.

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Question 17

In comparison to more recent generations,Boomers spend more time with media of all kinds and are more likely to media multitask.

Accepted Answer

Boomers generally spend less time with media compared to younger generations and are less likely to engage in media multitasking. Younger generations, such as Millennials and Gen Z, are more associated with higher levels of media consumption and multitasking across different media platforms.

Question 18

Explain the difference between mass media and niche media.

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Question 19

Why might a media buyer prefer to use measured media rather than nontraditional media?

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Question 20

Explain the difference between interactivity and engagement in terms of the media environment.

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Quiz 12: Media Basics