Deck 10: Traditional Media

Question 1

_____________ plural noun that refers to all types of communication channels.
______________ is a singular noun referring to a specific type of communication channel, and a _________ _________ is a singular noun referring to a specific publication or brand of communication channel.

A) Media, medium, social media
B) Media, medium, media vehicle
C) Mediums, media, media vehicle
D) Media, medium, PESO model
E) Marketing, advertising, public relations

Answer 1

B

Question 2

Integrating the four media types leads to a more comprehensive strategy that includes influencer engagement, partnerships and incentive programs that maximize communication efforts. What are the four types of media?

A) print, broadcast, social media and out-of-home
B) advertising, marketing, public relations and promotions
C) paid, earned, shared and owned
D) influencer marketing, search ads, blogs and websites
E) none of the above

Answer 2

C

Question 3

Which term refers to the fact that individuals are more likely to believe information presented as part of a news story than if the same information was presented in an advertisement.

A) influencer credibility
B) native advertising
C) public relations
D) sponsored news content
E) third-party credibility

Answer 3

E

Question 4

Earned media may be just as effective as paid media, but it is not as reliable. Why would that be true.

A) Media relations is expensive, so paid media is more cost efficient.
B) Paid media is guaranteed and controlled by the communicative entity.
C) Earned media relies solely on the customer/consumers.
D) Paid media uses traditional media, which is more reliable.
E) Earned media relies on social media, and people don't trust Facebook anymore.

Question 5

Which of the following are types of owned media?

A) websites and social media
B) catalogs and pamphlets
C) point-of-purchase displays in stores and product packaging
D) user guides and manuals
E) all of the above

Question 6

Which of the following statements is true about Super Bowl advertising?

A) Advertising on the Super Bowl is too expensive and a waste of CE's money.
B) Because Super Bowl advertising reaches more people simultaneously than any other media, all national brands should advertise on the Super Bowl.
C) While Super Bowl advertising is paid media, it also garners a great deal of earned media by simply advertising.
D) To be more effective and efficient, brands are also creating owned, earned and shared media in conjunction with the Super Bowl ads.
E) All of the above.

Question 7

If a small 2x2 ad in the New York Times costs $2,908 to run one time, how much is the column-inch rate?

A) $2,908
B) $1,454
C) $727
D) 363.50
E) Not enough information to calculate the column-inch rate

Question 8

What advantage(s) do brands garner from magazine advertising?

A) Magazines have the potential for high-impact messages.
B) Magazines provide brands/companies with the ability to showcase their products or services in a high-quality, glossy format that is rich with color and attention-getting, visual imagery.
C) Magazines have the potential for ongoing, repeated exposure.
D) Magazines are targeted to specific audiences providing brands the ability to ensure that their ad message is being seen by the right people.
E) All of the above.

Question 9

Which of the following is defined as a region in the United States in which the population receives the same television and radio station offerings.

A) DMA (designated market area)
B) broadcast market
C) market region
D) media market
E) all of the above

Question 10

Why is OTT advertising overcoming traditional television advertising?

A) Because people are getting outside more and no longer watching TV.
B) Because people watch YouTube and TikTok videos instead of TV.
C) Because people enjoy and engage more with experiential and event marketing.
D) Because streaming platforms are easier to track, measure and optimize advertising.
E) All of the above.