Deck 13: Media Planning: Newspapers, magazines, television, and Radio

Question 1

An iconic design in advertising,Absolut vodka has relied for many years on magazines to effectively reach its target audience with high quality print ads.

Answer 1

True

Question 2

Pay-for-inquiry advertising is a payment method in which the medium gets paid by advertisers based on the number of inquiries received in response to an ad.

Answer 2

True

Question 3

There are certain objectives advertising can achieve-particularly creative goals-only with traditional mass media that digital,social,and mobile media cannot match.

Answer 3

True

Question 4

Barter syndication takes both off-network and first-run syndication shows and offers them free or at a reduced rate to local TV stations.

Question 5

An advantage of magazines is that they are synergistic with digital media.

Question 6

One massive change in media relates with new media options.

Question 7

As opposed to using traditional media,using digital media makes it easier to make an advertising campaign global.

Question 8

Like newspapers,magazines have been struggling in a changing media world.

Question 9

Pass-along readership is an advantage to magazines.

Question 10

While some magazines have not made it,others have had increases in circulation and readership.

Question 11

If the consumer doesn't see the message,no matter how creative or brilliant,it is not an effective message.

Question 12

As artificial intelligence technology advances,advertisers gain the ability to identify and analyze multiple media for pinpoint targeting.

Question 13

Spending in magazines by several top advertisers is down,reflecting the general decline in advertising placement in traditional media.

Question 14

Digital media must synergize with traditional media in order to work most effectively.

Question 15

Advertising budgets in the U.S are shifting from traditional print,radio,and television media to include digital media.

Question 16

Newspapers especially have had to synergize with their digital platforms or websites.

Question 17

One advantage of magazines as a media choice is their audience selectivity,which can be based on demographics,lifestyle,or special interests.

Question 18

Advertisers are exploring other ways to take advantage of the interactive digital environment beyond digital versions of magazine publications.​ 

Question 19

Television syndication is either original programming or programming that first appeared on network TV.

Question 20

Traditionally,newspapers were known for advantages of geographic selectivity and timeliness.

Question 21

The future of television is likely to include greater viewer participation in programming.

Question 22

Internet radio has a wide and enthusiastic following with sites like Pandora and Spotify.

Question 23

Digital media allows advertisers to make ________ in campaigns,whereas traditional media could not.

A) headlines 
B) direct mail 
C) media plans 
D) rapid changes

Question 24

The web,tablets,and smartphones all can relate to the next evolution of television.

Question 25

A program rating is the percentage of TV households that are in a market and are tuned to a specific program during a specific time period.

Question 26

Radio syndication provides complete programs to advertisers on a pay-per-results basis.

Question 27

Share of audience provides a measure of the proportion of households that are using TV during a specific time period and are tuned to a particular program.

Question 28

Narrowcasting is the development and delivery of specialized programming to well-defined audiences.

Question 29

Television has a high absolute cost.

Question 30

Newspapers are an excellent medium for: 

A) retailers who require a wide range of creative options same as those available in broadcast media. 
B) retailers or other local businesses targeting local geographic markets. 
C) advertisers looking for an uncluttered environment to publish ads. 
D) companies targeting highly selective audiences, with specific economic and social backgrounds.

Question 31

The involuntary and frequent intrusion of commercials has made television advertising the most distrusted form of advertising among consumers.

Question 32

Though it is limited to a one-dimensional presentation,radio is a medium with a setting for true creativity,often described as the theater of the mind.

Question 33

Advertisers invest about $8 billion annually in radio advertising to reach national and local audiences.

Question 34

Households using TV,or HUT,indicates that 100 television households in a given area were tuned to the program being measured.

Question 35

As print circulation and ad revenues decline in the digital age,newspapers get to: 

A) have high program ratings. 
B) target small, selective audiences. 
C) reinvent themselves and become digital. 
D) spend more money on advertising time slots.

Question 36

Programming transmitted to audiences via satellite transmission is an option for consumers.

Question 37

Advertisers are boosting spending on digital,social,and mobile media because of more _________ and the ability to communicate when and where consumers are making decisions. 

A) broadcast 
B) print 
C) precise targeting capabilities 
D) radio

Question 38

A ratings point indicates that 1 percent of all the TV households in an area were tuned to the program measured.

Question 39

Media decisions are critically important for two reasons.One of these reasons is that: 

A) advertisers need to develop creative messages for their target audiences. 
B) advertisers need media to reach audiences that are likely in need of the information. 
C) ad messages should sound credible to the audience. 
D) they directly empower consumers.

Question 40

Which of the following is true of IBP in the media environment today? 

A) It is settled into a predictable structure. 
B) Traditional media is more important than digital. 
C) Digital media must synergize with traditional media to work effectively. 
D) Traditional media companies must avoid getting into new media.

Question 41

What are two disadvantages of newspapers as an advertising medium? 

A) Creative constraints and cluttered environment 
B) Time lag and geographic restrictions 
C) Lack of credibility and timeliness 
D) Lack of timeliness and high production costs

Question 42

Magazines provide advertisers: 

A) the largest reach.  
B) creative opportunities. 
C) with a short shelf life.  
D) up front premiums.

Question 43

Hybrid models are very effective for magazines because these models boost a magazine's ability to remain magazines; it means the magazines can be both ____________ and ___________.

A) in English and Spanish 
B) visual and text-based 
C) leisure and informative 
D) print and digital

Question 44

Some analysts suggest that newspapers consider adopting a ___________model.

A) preferred position 
B) competitive parity 
C) pass-along readership 
D) pay-for-inquiry

Question 45

Advantages of newspapers include geographic selectivity and _________.

A) long life-span  
B) high credibility 
C) timeliness 
D) high geographic selectivity

Question 46

What are three broad categories of newspaper advertising? 

A) Display advertising, inserts, and classified advertising 
B) Co-op, classified, and controlled  
C) Page, column, and insert 
D) Preprinted insert, free-standing, and special-interest

Question 47

The percentage of adults reading daily newspapers is __________.

A) rising 
B) neither declining nor rising 
C) declining 
D) growing rapidly

Question 48

A grocery chain delivers leaflets that contain an ad about the chain.The leaflets are ready to be tucked into the Sunday newspaper before delivery.The grocery chain is using: 

A) display advertising.  
B) a preprinted insert.  
C) co-op advertising.  
D) a classified ad.

Question 49

AARP is a magazine that targets retiring-aged Americans.This indicates that the magazine uses audience selectivity based on: 

A) demographics.  
B) lifestyle. 
C) special interests.  
D) cultures.

Question 50

What is a disadvantage of magazines as a media choice for advertisers? 

A) Low reproduction quality  
B) Long lead times 
C) Short life 
D) Lack of audience selectivity

Question 51

Which of the following is an advantage of magazines as a medium of advertisement? 

A) They offer a wide range of creative opportunities. 
B) They have a very wide reach. 
C) They have a higher frequency than newspapers. 
D) They have short lead times.

Question 52

One of the primary advantages that magazines have is: 

A) short lead times.  
B) durability. 
C) frequency. 
D) audience selectivity.

Question 53

Regardless of digital or print format,an advantage of magazines is that specialized magazine content attracts audiences with _____________,and those audiences attract advertisers.

A) special interests 
B) small market shares 
C) large share-of-voice 
D) multiple language capabilities

Question 54

An opportunity for newspapers is ________________,where people will get their global and national news from the web but turn to local newspapers for other reasons,such as to get information on local sales.

A) a pay-for-inquiry advertising model 
B) hyper-localism 
C) preprinted inserts 
D) free-standing inserts

Question 55

A clothing manufacturer pays part of the media bill when a local store features the manufacturer's brand in its advertising.What type of advertising is this? 

A) Segmented  
B) Syndicated 
C) Co-op 
D) Preferred

Question 56

Magazines have long lead times.This means that: 

A) they can be reexamined over a week or a month and have a high pass-along readership. 
B) the cost-per-contact is very high. 
C) advertisers are required to submit their ads well in advance of the date of publication. 
D) they have a highly interested readership.

Question 57

What form of advertising appears as all-copy messages under categories such as sporting goods,employment,and automobiles,and is often taken out by individuals as well as businesses? 

A) Display advertising 
B) Classified advertising 
C) Co-op advertising 
D) Free-standing inserts

Question 58

With its multisensory stimulation,_________ and video present valuable opportunities to advertisers with the diversity of communication possibilities for creative expression of brand value.

A) television 
B) direct mail  
C) radio 
D) magazine

Question 59

Flyfisher magazine is published by the Federation of Fly Fishers.The magazine reaches a highly selective audience by offering content on fishing as a leisure activity.Which of the following is Flyfisher magazine's audience selectivity based on? 

A) Demographics 
B) Special Interests 
C) Age 
D) Ethnicity

Question 60

Disadvantages of magazines include limited reach and frequency,and: 

A) lack of creative opportunities. 
B) lack of audience interest. 
C) clutter. 
D) lack of audience selectivity.

Question 61

One of the fastest-growing TV options is _________,which is often subscription-based.

A) video on demand (VOD) 
B) local television 
C) off-network syndicated television 
D) first-run syndicated television

Question 62

 __________ is the development and delivery of specialized television programming for a particular audience.

A) Display advertising 
B) Narrowcasting 
C) Spot advertising 
D) Channel grazing

Question 63

Animated comedy show,American Family,is being broadcast in Houston.A potential advertiser wants to know how popular the show is in Houston,as well as across the U.S.Research indicates that the show is being watched by 16,400,000 people nationwide.It also indicates that the show is being watched by 759,000 households each week in Houston's big city market,which has 3,300,000 households with televisions.What is the program rating for American Family within the Houston market? 

A) 4.3 
B) 20 
C) 23 
D) 46

Question 64

One of the versions of satellite transmission is direct transmission,which is also known as: 

A) barter syndication. 
B) smartphone TV. 
C) local TV. 
D) closed circuit.

Question 65

Research has found that 65 percent of a surveyed group of consumers felt that they were "constantly bombarded with too much advertising." This example demonstrates the disadvantage of ____________ that televisions have. 

A) poor coverage 
B) low share of audience 
C) clutter 
D) poor reach

Question 66

With respect to satellite radio,it is primarily installed in _____________.

A) homes 
B) businesses 
C) consumers' vehicles 
D) international markets

Question 67

Aside from web and interactive TV,categories of television include: 

A) network, satellite, cable, and commercial.  
B) national, regional, city, and satellite. 
C) local, cable, syndicated, and network. 
D) commercial, public, cable, and syndicated.

Question 68

Netflix,Amazon,and Hulu have __________ programming,along with some advertising opportunities.

A) smartphone 
B) video on demand (VOD) 
C) satellite 
D) syndicated

Question 69

The categories of radio that an advertiser can choose from are: 

A) off-network syndication, first-run syndication, and barter syndication.  
B) network, syndicated, cable, and satellite. 
C) networks, syndication, AM versus FM, satellite, and Internet/mobile radio. 
D) satellite, Web, and interactive.

Question 70

A great advantage of television as an advertising medium is its ability to: 

A) make an advertising message have a long-lasting effect in consumer memory forever. 
B) be inexpensive in terms of absolute cost. 
C) send a message through both sight and sound. 
D) target small yet select audiences with a low reach.

Question 71

When Geico insurance runs commercials on TV,it gets an advantage that cannot be matched by radio or print media.Which of the following advantages does it have? 

A) Less fleeting message than that used in print media 
B) Low absolute cost 
C) Highly selective geographic targeting  
D) Low cost-per-contact

Question 72

What change or trend has really impacted internet/mobile radio? 

A) Clients will either make decisions on running ads or agencies will make decisions on running ads.  
B) Programs will be based either on news and sports, or business reports and short features. 
C) Scripts for broadcast will need to be developed, or announcers will need to be hired to ad-lib from a list of points during broadcast. 
D) Listeners can access online radio stations or build their own radio "stations" that play listeners' preferred music genres and playlists.

Question 73

Narrowcasting is most related to: 

A) audience selectivity.  
B) cost-per-contact. 
C) repetition of ads. 
D) long-lasting message.

Question 74

Share of audience is based on: 

A) the percentage of an audience who participate regularly in TV shows.  
B) the audience for local shows. 
C) the percentage of households that can afford to buy television sets. 
D) the proportion of TV households tuned into a program relative to the total TV households using TV.

Question 75

Media research shows that there are 48,500,000 households watching TV during the time that the show Celebrity is broadcast.The program attracts a total of 8,730,000 viewers.This means that the share of audience measure for the program is a(n)_______ share.

A) 62 
B) 5.5 
C) 18 
D) 39.9

Question 76

What type of television transmission broadcasts programming over airwaves to affiliate stations across the United States under a contract agreement? 

A) Satellite 
B) Interactive  
C) Network 
D) Cable

Question 77

The future of advertising relates with an issue of: 

A) lack of audience selectivity.  
B) cutting the cord, or using entertainment-streaming sites to substitute for cable TV. 
C) cost-per-contact. 
D) minimal creative opportunities.

Question 78

Bill likes to view the programs that other channels are airing while an advertisement is being broadcast during the news; which of the following is he demonstrating? 

A) Narrowcasting 
B) Attention sharing  
C) Program rating 
D) Channel grazing

Question 79

Radio offers potential advertisers the ____________ among all media.

A) simplest buying procedures 
B) most well-defined audience segments 
C) widest exposure 
D) highest degree of audience attentiveness

Question 80

A media planner needs to keep in mind that television: 

A) gives an advertiser the lowest absolute cost. 
B) has no audience selectivity. 
C) is underway of the next evolution with programs being accessed by consumers over the Web, as tablet and smartphone streaming or downloads, or via smartphone. 
D) has a high degree of audience attentiveness.