Question 1

In media scheduling, "frequency" refers to the number of times an individual person is exposed to an advertisement during a certain time period.

Accepted Answer

Frequency in media scheduling indeed refers to the number of times an individual is exposed to an advertisement over a specific period, indicating how often they see or hear the ad.

Question 2

Compared to other forms of advertising, outdoor advertising is not subject to clutter.

Accepted Answer

Outdoor advertising, like billboards and digital displays, often competes for attention in cluttered environments alongside numerous other ads, making it subject to clutter just like other forms of advertising.

Question 3

Radio is less flexible, more costly per listener, and less segmented than target markets available through television.

Accepted Answer

Radio is often considered more flexible, less costly per listener, and can be highly segmented through various channels and programs, making it easier to target specific markets compared to television.

Question 4

TD Bank advertises its investment services in TV commercials, radio ads, and highway billboards. All three of these formats are considered broadcast media.

Accepted Answer

TV commercials and radio ads are considered broadcast media because they are distributed through electromagnetic waves to reach a wide audience. However, highway billboards are considered out-of-home (OOH) advertising, not broadcast media, because they are physical displays seen by people on the move.

Question 5

The attractiveness of television advertising is that advertisers can reach local and national markets.

Accepted Answer

Television advertising allows advertisers to target both local and national audiences by selecting specific markets or broadcasting across the country, making it a versatile medium for reaching a wide range of viewers.

Question 6

With respect to planning media schedules, the term "reach" refers to the number of different people or households exposed to an advertisement at least once during a certain time period, typically four weeks.

Accepted Answer

Reach in media planning indeed refers to the total number of different people or households exposed to an advertisement at least once over a specified period, often measured over four weeks.

Question 7

Media selection is a five-step process that includes identifying the target market, matching the target with the appropriate media, estimating necessary media coverage without waste, and a comparison of alternative media options before the final purchase decision is made.

Accepted Answer

The media selection process involves identifying the target market, matching it with suitable media, estimating coverage, comparing alternatives, and making a purchase decision.

Question 8

Magazines can be divided into two broad categories: consumer magazines and business magazines.

Accepted Answer

Consumer magazines are targeted towards the general public with a variety of interests, while business magazines are aimed at professionals in specific industries.

Question 9

Radio advertising has become one of the fastest-growing media alternatives as a result of the increase in the number of commuters and the need for immediate information and entertainment.

Accepted Answer

Radio advertising has seen growth due to its ability to reach a captive audience of commuters who rely on radio for immediate information and entertainment during their travels, making it a fast-growing media alternative.

Question 10

A recent study shows that DVRs have no impact at all on purchasing patterns.

Accepted Answer

Studies have shown that DVRs (Digital Video Recorders) can impact purchasing patterns by allowing users to skip commercials, potentially reducing the effectiveness of television advertising and influencing the types of products consumers are aware of or interested in.

Question 11

Consumer attitude toward junk mail has vastly improved in recent years.

Accepted Answer

Consumer attitude toward junk mail has generally remained negative due to its intrusive nature and environmental impact, with many considering it a form of unwanted clutter.

Question 12

Outdoor advertising is especially effective for communicating quick and simple ideas, providing repeated exposure to a message, and promoting locally available products.

Accepted Answer

Outdoor advertising, such as billboards and transit ads, excels at delivering concise messages to a broad audience through high-frequency exposure, making it ideal for promoting products available in local markets.

Question 13

A recent trend in television advertising is the abbreviated spot-a 14- or 30-second ad-that costs less to make and buy, and is too quick for most viewers to zap with their remote control.

Accepted Answer

The trend towards shorter television advertisements, such as 14- or 30-second spots, has been driven by the need to cut costs and capture viewers' attention in an era where skipping commercials is common. These shorter ads are less expensive to produce and buy airtime for, and their brief duration makes them less likely to be skipped by viewers using their remote controls.

Question 14

Magazines offer the advantages of good colour reproduction, ability to target specific audiences, and flexibility in modifying the message on short notice.

Accepted Answer

Magazines do offer good color reproduction and the ability to target specific audiences, but they generally do not offer flexibility in modifying the message on short notice due to their production and distribution schedules.

Question 15

One of the newest trends in television advertising is virtual ads: streaming headlines that run across news and sporting events and mini-commercials that air before a consumer can change the channel.

Accepted Answer

Virtual ads, including streaming headlines and mini-commercials that play before a viewer can change the channel, are indeed a growing trend in television advertising, leveraging technology to capture viewers' attention in innovative ways.

Question 16

Advantages of direct mail include speed, flexibility, and the ability to practise market segmentation.

Accepted Answer

Direct mail allows marketers to quickly send out materials, easily adjust campaigns, and target specific segments of the market, making it a flexible and effective marketing tool.

Question 17

The objective of media selection is to reach the target audience without advertising beyond the identifiable limits of the potential market.

Accepted Answer

The objective of media selection is indeed to efficiently reach the target audience by choosing the most suitable media channels, ensuring that the advertising efforts are focused on the areas where the potential market exists, without wasting resources on non-relevant audiences.

Question 18

Keyword ads dominate online advertising and represent less than 25 percent of annual online spending internationally.

Accepted Answer

Keyword ads, such as those used in search engine marketing, are a significant portion of online advertising but do not represent less than 25 percent of annual online spending internationally. In fact, they make up a substantial part of the market, often exceeding this percentage.

Question 19

Print media includes newspapers, magazines, outdoor advertising, and direct mail.

Accepted Answer

Print media encompasses a variety of formats including newspapers, magazines, outdoor advertising (like billboards and posters), and direct mail (such as flyers and catalogues), all of which involve printing as the primary method of communication.

Question 20

A primary advantage of newspapers is flexibility because advertising can vary from one locality to the next.

Accepted Answer

Newspapers offer the flexibility to target advertising to specific localities, allowing advertisers to tailor their messages to the interests and demographics of different geographic areas.

Quiz 14: Integrated Marketing Communications, Advertising, and Digital Communications