Question 1

Media vehicles such as Time or Newsweek magazines appeal to a wide cross-section of the population.In contrast,what do BMW World and Fitness magazines have high levels of?

Accepted Answer

BMW World and Fitness magazines have high levels of audience selectivity, meaning they are targeted towards a specific group of people with a shared interest or demographic (car enthusiasts and health and fitness enthusiasts, respectively). This is in contrast to media vehicles like Time or Newsweek, which appeal to a broad range of people.

Question 2

Which of the following measures the number of different target consumers who are exposed to a commercial at least once?

Accepted Answer

Reach measures the number of different target consumers who are exposed to a commercial at least once. Cost per contact measures the cost of reaching one target consumer, noise level measures the amount of competing messages in the environment, and frequency measures the number of times a target consumer is exposed to a commercial.

Question 3

Prices on items sold by supermarkets change frequently,and supermarkets often offer special sales to match or beat the prices of their competitors.Therefore,which of the following is a major consideration when a supermarket selects an advertising vehicle?

Accepted Answer

Given the frequent changes in prices and the need for supermarkets to quickly update their advertisements to reflect special sales or price matches, flexibility is a major consideration. This allows them to adapt their advertising content swiftly to stay competitive.

Question 4

Billboard advertisements often have to compete for a driver's attention with traffic,passengers,radio,or other billboards.How would billboard advertising be described?

Accepted Answer

Billboard advertising has to compete with multiple distractions, making it a high noise level advertising medium.

Question 5

Advertisers are often concerned with the noise level in a medium.Which medium is assumed to have the lowest noise level?

Accepted Answer

Direct mail is assumed to have the lowest noise level because it is targeted and delivered directly to the recipient's physical mailbox, avoiding competition with other media for attention. In contrast, radio and television have high noise levels due to the large number of messages and distractions, while newspapers and magazines have moderate noise levels due to the presence of other articles and advertisements.

Question 6

Because Mohawk Industries,manufacturer of carpet,hardwood,and laminated wood flooring,wants to spend its promotional budget on advertisements that will have a long life span,what type of advertising should it use?

Accepted Answer

Magazine advertisements have a longer lifespan than television or radio ads because they can be kept and referred to by readers multiple times. Additionally, readers of specific home design or renovation magazines are more likely to be interested in flooring options, making magazine ads more targeted to Mohawk Industries' audience. Creative advertising could also be effective in catching readers' attention, but it may not necessarily have a longer lifespan than other types of ads.

Question 7

After a visit to Athens,the International Olympic Committee representative said,"If you look around Athens,it is one of the most visually polluted cities in terms of outdoor advertising in all of Europe." In terms of media selections,this condition means that outdoor advertising in Athens has which of the following?

Accepted Answer

High noise levels in the context of advertising refer to the presence of numerous competing messages that can distract or detract from the intended advertisement's impact. In a city described as "visually polluted" by outdoor advertising, the sheer volume of ads creates a cluttered environment, making it harder for any single ad to stand out, thus increasing the "noise" level.

Question 8

This measure of the number of times an individual is exposed to a brand message is used to measure the intensity of a specific medium's coverage.What is it?

Accepted Answer

Frequency is the measure of the number of times an individual is exposed to a brand message, which is used to measure the intensity of a specific medium's coverage. Synchronization refers to coordinating the timing of different media channels to create a cohesive advertising campaign. Cost per contact is the cost associated with reaching a single member of a target audience, and media scheduling refers to the timing and sequence of advertising messages. Therefore, the correct answer is B.

Question 9

Advertising researchers today are discussing the qualitative factors that should be present during media selection.Which of the following is an example of one of those qualitative factors for placing television advertising?

Accepted Answer

The qualitative factor for placing television advertising mentioned in the question is how well the program is liked by potential consumers. This suggests that the effectiveness of the advertisement may depend on the program's popularity and audience engagement, rather than technical details like satellite- or cable-based networks, noise filtration, or clarity of the picture. Therefore, option D is the best choice.

Question 10

The Flow-Bee hair cutting vacuum cleaner attachment is shown during a half-hour television spot.The product is demonstrated on volunteer studio audience members,testimonials are given by Flow-Bee owners,and viewers are encouraged to order the product through a toll-free telephone number.Which form of direct-response advertising is Flow-Bee using?

Accepted Answer

The Flow-Bee is using an infomercial, which is a form of direct-response advertising that typically involves a longer format (such as a half-hour or hour-long program) and combines information with product demonstrations, customer testimonials, and a call-to-action to order the product.

Question 11

Advertisers categorize ads inside grocery stores and ads at gas station pumps as examples of which of the following?

Accepted Answer

These types of ads are considered alternative media because they are not traditional forms of advertising, such as television or print ads. They are unique advertising channels that reach customers in a more unexpected way.

Question 12

The manufacturer of Testamints candy,the candy that comes with spiritual messages on each piece,estimates the product's new advertising campaign will reach 1,750,000 people and will cost $400,000 if the company uses radio and newspaper,and $6.5 million if it uses television.What does the company's decision seem to rest on?

Accepted Answer

The company's decision seems to rest on the cost per contact, as the cost varies significantly depending on the advertising medium chosen. The company would need to determine which medium offers the most cost-effective way to reach their target audience of 1,750,000 people.

Question 13

When the company that produces Testamints candy,the candy that comes with spiritual messages on each piece,decided how much space and/or time would be placed in each advertising medium that the company wants to use,what was the candy manufacturer determining?

Accepted Answer

The candy manufacturer was determining its media mix, which refers to the combination of advertising media or channels used by a company to promote its products or services. This includes deciding how much space or time will be allocated to each media channel, such as TV, radio, print, or online advertising.

Question 14

Which of the following BEST describes outdoor advertising?

Accepted Answer

Outdoor advertising is a flexible low-cost medium that can take many forms, such as billboards, transit advertising, and street furniture. It is often used for mass communication and brand awareness. However, it may not be the best choice for targeting a narrow and selective market as it has a wide reach. It can also be affected by noise and other environmental factors.

Question 15

What is a medium's ability to reach a precisely defined market?

Accepted Answer

A medium's ability to reach a precisely defined market is its audience selectivity. This refers to the medium's ability to target specific demographic or psychographic segments of the population. For example, a sports magazine may have high audience selectivity for males aged 18-35 who are interested in sports, while a travel channel may have high audience selectivity for affluent individuals with a passion for travel.

Question 16

Why are advertisers looking to alternative media to advertise their products?

Accepted Answer

Advertisers are turning to alternative media to cut through the clutter of traditional advertising methods and reach their target audience in new and unique ways. Alternative media can offer more creative and engaging opportunities for advertising that can capture consumer attention and stand out from the competition.

Options A, B, and D are not correct because they do not accurately reflect the primary motivation behind the use of alternative media by advertisers. Minimizing problems associated with reach, maximizing noise levels, and maximizing advertising exposure may be secondary benefits of using alternative media, but they are not the primary reason why advertisers are turning to these new platforms.

Question 17

Which of the following enables advertisers to compare media types' efficiency in reaching their target markets?

Accepted Answer

Cost per contact (CPC) is a key metric that allows advertisers to compare the efficiency of different media types. It refers to the cost of reaching each member of the target audience, regardless of whether they respond to the advertising or not. By comparing the CPC of different media types, advertisers can identify which channels are most efficient in reaching their target market. Focus group research, frequency, and reach are all important metrics for advertising effectiveness, but they do not directly enable advertisers to compare the efficiency of different media types.

Question 18

Which of the following is usually used as a basis used for making media mix decisions?

Accepted Answer

Cost per thousand (CPM) is a key factor in media mix decisions as it helps measure the cost-effectiveness of different media channels in reaching a target audience. It is calculated as the cost of reaching 1,000 people with a particular media placement. The lower the CPM, the more cost-effective the medium is in reaching the desired audience. Therefore, media planners often use CPM as a basis for making media mix decisions.

Question 19

According to the text,which of the following statements about Internet advertising is true?

Accepted Answer

Internet advertising has been one of the fastest-growing advertising media due to the increasing number of internet users and advancements in digital marketing technologies.

Question 20

Which type of media schedule is used for products in the latter stages of the product life cycle that are advertised on a reminder basis?

Accepted Answer

Continuous media scheduling is used for products in the latter stages of the product life cycle that are advertised on a reminder basis. This type of scheduling is designed to maintain constant exposure to the target audience in order to keep the product top-of-mind and increase brand loyalty.

Quiz 14: Advertising and Public Relations