Question 1

Which of the following is a disadvantage of using television as an advertising medium?

Accepted Answer

Television advertising is expensive, especially when compared to other mediums like radio or print. The production and airtime costs can add up quickly, making it prohibitive for smaller businesses or those with limited budgets.

Question 2

Under which of the following conditions is the frequency the most important factor in media selection?

Accepted Answer

Frequency is crucial when there is high consumer resistance to the product, as repeated exposure can help overcome skepticism and build trust.

Question 3

Which of the following is an advantage of using Yellow Pages as an advertising medium?

Accepted Answer

Yellow Pages have high believability among customers since the listings are trusted and verified businesses.

Question 4

Pepe Homes manufactures a range of bathroom accessories and fittings that include bathtubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes?

Accepted Answer

Magazines offer marketers a high degree of audience selectivity and high-quality reproduction, making them a good choice for Pepe Homes to convey its image as a prestigious and luxurious brand. Outdoor media, radio, television, and newspapers are not as effective in achieving the stated advertising objectives.

Question 5

Which of the following is a disadvantage of using newsletters as an advertising medium?

Accepted Answer

The answer of Which of the following is a disadvantage...

Question 6

The weighted number of exposures (WE) of an advertising message over a given medium is given by ________.

Accepted Answer

The weighted number of exposures (WE) is calculated by multiplying reach, frequency, and impact, which accounts for the number of people exposed, how often they are exposed, and the quality or effectiveness of the exposure.

Question 7

What is the weighted number of exposures of a media schedule that reaches 80 percent of the target audience, with an exposure frequency of 4 and impact value of 2?

Accepted Answer

The answer of What is the weighted number of exposures...

Question 8

Which of the following is a disadvantage of using magazines as an advertising medium?

Accepted Answer

One disadvantage of using magazines as an advertising medium is the long ad purchase lead time, which can make it difficult for advertisers to quickly respond to changes in the market or their target audience.

Question 9

Which of the following is an advantage of using magazines as an advertising medium?

Accepted Answer

Magazines often have high-quality reproduction, making ads appear more visually appealing and attractive to consumers.

Question 10

Which of the following is a disadvantage of using the Internet as an advertising medium?

Accepted Answer

Increasing clutter is a disadvantage of using the Internet as an advertising medium because the vast amount of content online can make it difficult for any single advertisement to stand out.

Question 11

Which of the following is a disadvantage of using newspapers as an advertising medium?

Accepted Answer

Newspapers often have poor reproduction quality compared to other media like magazines or digital platforms, which can affect the visual appeal of advertisements.

Question 12

Which of the following is a disadvantage of using direct mail as an advertising medium?

Accepted Answer

Direct mail is often considered to be relatively expensive compared to other advertising mediums such as social media or email marketing. The cost of printing, mailing, and designing the materials can add up quickly, especially for small businesses with limited budgets.

Question 13

What is the gross rating points (GRP) for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5?

Accepted Answer

GRP = Reach x Frequency x Impact 
Reach = 60% 
Frequency = 4 
Impact = 1.5 
GRP = 60% x 4 x 1.5 = 3.6 x 100 = 360 
Therefore, the GRP for the media schedule is 360. The closest option is D, which is the correct answer.

Question 14

Which of the following is a disadvantage of using Yellow Pages as an advertising medium?

Accepted Answer

Yellow Pages often have high competition because many businesses are listed, making it difficult for any single advertisement to stand out.

Question 15

Which of the following is a disadvantage of using outdoor media for advertising?

Accepted Answer

Outdoor media, such as billboards and transit signs, often target a broad audience rather than allowing advertisers to select a specific demographic, leading to limited audience selectivity.

Question 16

Which of the following is an advantage of using newspapers as an advertising medium?

Accepted Answer

Newspapers are often the best choice for targeting specific local markets.

Question 17

Which of the following is an advantage of using radio as an advertising medium?

Accepted Answer

Radio offers high geographic selectivity, meaning that advertisers can target specific regions or markets. This can be advantageous for businesses with a local focus or those looking to reach a specific demographic in a particular area. The other options listed are not necessarily advantages of radio as they can also apply to other advertising mediums or are not universally true.

Question 18

Under which of the following conditions is the reach of media the most important factor in media selection?

Accepted Answer

When launching extensions of well-known brands, the reach of media is the most important factor in media selection because it is important to reach as many people as possible to create awareness of the new product.

Question 19

Moonburst is a newly launched brand of energy drinks, one among many other recently introduced competing brands. The advertising agency handling Moonburst's account decides that to better promote Moonburst, it has to zero in on an advertising medium that would offer immunity from the clutter of other brands, flexibility to alter its advertising message, and the ability to fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message to the target audience. The advertising agency would be happy to trade-off audience selectivity and creative possibilities if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst?

Accepted Answer

Outdoor media offers high repeat exposure, is less expensive compared to options like television and magazines, and allows for flexibility in changing the advertising message. It also stands out amidst the clutter of other advertising mediums, even though it may lack in audience selectivity and creative possibilities.

Question 20

Which of the following is an advantage of using television as an advertising medium?

Accepted Answer

Television advertising offers high attention and reach, making it an effective medium for advertisers to communicate their messages to a broad audience.

Quiz 20: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations