Question 1

Imagery transfer refers to&#10;A) the use of pleasing images in order to generate liking&#10;B) the use of images from one medium to recall key messages&#10;C) repeating the same message with different illustrations&#10;D) showing different images according to the region targeted

Accepted Answer

Imagery transfer refers to the use of images from one medium, such as a television commercial, to recall key messages in another medium, such as a print advertisement or billboard. This technique helps reinforce the message and increase its memorability.

Question 2

Media contact points are&#10;A) the ways people can contact an organization&#10;B) the way people access different media&#10;C) the different media channels by which people can be potentially exposed to a message&#10;D) the ways people access new media compared to traditional media

Accepted Answer

Media contact points refer to the different channels through which individuals can potentially come into contact with a message, such as through social media, television, radio, newspapers, etc. It is not related to the specific ways people access an organization or access different types of media.

Question 3

Media context refers to&#10;A) the time of day during which people are exposed to most advertisements&#10;B) the media environment in which an advertisement appears&#10;C) whether people use media at work or at home&#10;D) whether adjacent advertisements are similar

Accepted Answer

Media context refers to the media environment in which an advertisement appears. This can include the type of media outlet or platform (such as television, social media, or print), the content or editorial context surrounding the advertisement, and the audience demographics that are exposed to the advertisement in that particular media environment.

Question 4

Simultaneous media use refers to&#10;A) high numbers of people using the same media channel&#10;B) high numbers of people watching the same programme&#10;C) the use of several media forms at the same time&#10;D) the use of several media one after the other

Accepted Answer

Simultaneous media use refers to the practice of using multiple media forms, such as watching TV while browsing social media on a smartphone or listening to music while playing video games. It involves using more than one media form at the same time.

Question 5

Radio offers more of the following compared to television&#10;A) regional selectivity&#10;B) more emotional portrayal&#10;C) audience involvement&#10;D) product demonstration facilities

Accepted Answer

Radio offers more regional selectivity compared to television because it can be easily tuned to different local stations, allowing listeners to access content that is relevant to their specific region.

Question 6

Television can achieve&#10;A) only low reach&#10;B) high reach compared to other media&#10;C) ways of messages standing out from competitors&#10;D) ways of repeating messages frequently at low cost

Accepted Answer

Television has a high reach compared to other media, as it can reach a large audience simultaneously.

Question 7

Fragmentation refers to&#10;A) the limited amount of time people can spend on any one task&#10;B) the spread of potential audiences across a wide range of media channels&#10;C) the time between seeing a message and being able to respond to it&#10;D) the way in which people forget parts of advertising messages

Accepted Answer

Fragmentation refers to the spread of potential audiences across a wide range of media channels. This can make it more difficult for advertisers to reach their target audience effectively.

Question 8

Clutter refers to&#10;A) people's increasingly busy lives&#10;B) the increasing number of ways people can access media&#10;C) the high number of advertisements to which people may be exposed&#10;D) the number of competing messages people are exposed to

Accepted Answer

Clutter refers to the high number of advertisements to which people may be exposed, making it difficult for any single message to stand out.

Question 9

Understanding the media habits of the target group enables&#10;A) prediction of what their future media habits will be&#10;B) who else has similar media habits&#10;C) who else will like the same type of messages&#10;D) precise targeting of messages

Accepted Answer

Understanding the media habits of the target group allows for precise targeting of messages. By knowing where and how the target group consumes media, marketers can create content and advertisements that are more likely to be seen and engaged with by that specific audience. This leads to more effective and efficient advertising campaigns. Option A is not necessarily true, as media habits can change over time. Option B and C are related to understanding the demographics and psychographics of the target group, rather than their media habits specifically.

Question 10

Highly involving movie or television programmes&#10;A) may adversely impact on advertising effectiveness&#10;B) will positively impact on advertising effectiveness&#10;C) will have no difference on advertising effectiveness compared to low involvement programmes&#10;D) may prevent people from separating advertisements from content

Accepted Answer

Highly involving movies or television programs can capture the audience's full attention, leaving less cognitive resources available for processing advertisements, which can reduce advertising effectiveness.

Deck 7: Traditional Media