Question 1

When it comes to ethnic penetration, _____________ has the highest ranking DMA for African American TV households, while ______________ has the highest ranking DMA for Hispanic TV households.

Accepted Answer

According to Nielsen's 2020-2021 DMA rankings, New York has the highest ranking DMA for African American TV households, while Los Angeles has the highest ranking DMA for Hispanic TV households.

Question 2

With regard to the number of ethnic radio stations, which group has the largest penetration in the US?

Accepted Answer

According to recent studies, Hispanics have the largest penetration of all ethnic radio stations in the US.

Question 3

To cater to an ethnic market, the importation of foreign language magazines is much more widespread than it is for _______________.

Accepted Answer

The statement suggests that the importation of foreign language magazines is more widespread than it is for other media types. Among the options, only newspapers have been mentioned as a comparable medium for which importation could be considered. Therefore, the best choice is (C) Newspapers.

Question 4

Which of these magazines has the highest level of African American readership?

Accepted Answer

The answer of Which of these magazines has the highest...

Question 5

_____________ are used to target specific groups of the population such as speakers of foreign languages, members of religious groups, and specialized audiences.

Accepted Answer

Ethnic media are specifically designed to target specific groups of the population, such as speakers of foreign languages, members of religious groups, and specialized audiences. Ambient media are non-traditional methods of advertising that use everyday objects or environments to promote a product or message. Alternative media are media that operate outside of the mainstream and challenge traditional forms of media. Public media generally refers to media outlets that are publicly funded and operate for the benefit of society, such as public broadcasting stations.

Question 6

Using a _______ strategy allows you to force a product or service through the distribution channel.

Accepted Answer

A push strategy involves actively pushing a product or service through the distribution channel, often through intensive promotion, personal selling, and trade promotion tactics. This is in contrast to a pull strategy, in which the focus is on creating demand among end users, who then pull the product through the distribution channel. In a push strategy, the goal is to get the product in front of as many potential buyers as possible, so that they will be more likely to purchase it.

Question 7

All of the following are drivers behind in-house media agencies EXCEPT:

Accepted Answer

Creativity is not typically a driver behind the formation of in-house media agencies. These agencies are primarily formed for reasons such as cost efficiency, control over the advertising process, confidentiality of information, and speed to market, rather than to enhance creativity, which is often sought from external agencies.

Question 8

Media conglomeration is typically best for:

Accepted Answer

Large media corporations benefit the most from media conglomeration as it allows them to expand their investments and reach a wider audience. Consolidating ownership of media outlets also allows for cost savings and increased bargaining power with advertisers.

Question 9

In recent years, there have been many mergers and acquisitions of broadcast companies, advertising and public relations agencies, research firms, publishing houses, Internet marketing firms, and all other kinds of media-related businesses, with many of them sometimes controlled by the same media holding company or corporation, known as ___________________.

Accepted Answer

A media conglomerate is a corporation or holding company that owns multiple media companies, such as television networks, radio stations, publishing companies, and film studios. This trend of consolidation has led to concerns about media monopolies and the potential for a lack of diverse perspectives and competitive markets.

Question 10

The BRIC country block includes all of the following EXCEPT:

Accepted Answer

The BRIC country block includes Brazil, Russia, India, and China. Canada is not included in the BRIC countries.

Question 11

On average, global media consumption doubles every ______ years or so.

Accepted Answer

The answer of On average, global media consumption doubles every...

Question 12

Many consumers trust __________ more than they do traditional types of advertising.

Accepted Answer

Earned media, such as reviews, recommendations, and word-of-mouth, are often seen as more credible and trustworthy by consumers because they come from sources outside of the brand or advertiser.

Question 13

One way to measure earned media is through quantity which is analogous to the _________ of a brand.

Accepted Answer

Quantity refers to the extent of earned media coverage that a brand receives, which is similar to the concept of reach. Reach measures the number of people who have been exposed to a brand or its message, and this can be a valuable metric for evaluating the effectiveness of earned media strategies.

Question 14

A good __________________ will be able to track and assess the type of content that is shared most often by members of the brand's target audience in order to have the best opportunities for a message to go viral.

Accepted Answer

An Earned Media Director is responsible for tracking and analyzing what type of content is resonating with the brand's target audience, as well as identifying opportunities for the brand to gain organic exposure through earned media channels. This expertise would be crucial in identifying the optimal strategy for creating viral content.

Question 15

Which of the following is NOT considered a type of earned media?

Accepted Answer

Earned media refers to the publicity and exposure that a brand or organization earns through word-of-mouth, news commentary, viral marketing, and any other unpaid media coverage. Promotions, on the other hand, are a form of paid media. Therefore, option C is not considered a type of earned media.

Question 16

This type of owned digital asset is specifically designed to allow companies to engage with consumers on the go:

Accepted Answer

Mobile apps are specifically designed to allow companies to engage with consumers on the go, as they are easily accessible and convenient for consumers to use from their mobile devices while on the move. Delivery trucks, social media, company website, and people are not specifically designed for on-the-go engagement in the same way that mobile apps are.

Question 17

When it comes to physical assets owned by the brand, all of the following would be examples of those EXCEPT:

Accepted Answer

A Facebook page is not a physical asset, as it is an online entity. The other choices are physical assets, such as brick and mortar locations, packaging, people, and delivery vehicles.

Question 18

All of the following are strengths of owned media EXCEPT:

Accepted Answer

Time consuming is not a strength of owned media, as it can require a significant investment of time and resources to create and maintain effective owned media channels. The other options (personalization, timeliness, control, and lasting impact) are all potential strengths of owned media.

Question 19

Which of the following is an example of owned media?

Accepted Answer

Owned media refers to the channels that a company creates and controls. Company website is an example of owned media because the company has complete control over the content published on the website. TV ad, press release, Twitter comments, and direct mail are not examples of owned media because they utilize external channels that are not controlled by the company.

Question 20

Owned media allows you to deliver content that is highly relevant and customized which capitalizes on which of the following strengths?

Accepted Answer

The answer of Owned media allows you to deliver content...

Quiz 2: Media and Advertising Questions: Sales Promotions, Compensation Structures, Ethnic Marketing, Owned Media, and Measurement

When it comes to ethnic penetration, _ has the highest ranking DMA for African American TV households, while __ has the highest ranking DMA for Hispanic TV households.