Question 1

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

Accepted Answer

Direct mail can be relatively expensive, requiring costs associated with printing, postage, and mailing lists.

Question 2

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

Accepted Answer

Magazines typically have a long lead time for ad purchase, meaning that advertisers must plan and purchase space well in advance of when the ad will actually appear. This can be a disadvantage for advertisers who need to respond quickly to market changes. The other options listed are not necessarily disadvantages of using magazines as an advertising medium.

Question 3

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

Accepted Answer

Yellow Pages have high believability because customers trust that the businesses listed are legitimate and reliable. However, there is high competition, long ad purchase lead time, limited scope for creativity, and significant clutter in the directory.

Question 4

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

The formula for calculating GRP is: % of target audience reached x average frequency of exposure.

In this case, the % of homes reached is 60% and the average frequency of exposure is 4. 
So, GRP = 60 x 4 = 240

Question 5

The qualitative value of an exposure through a given medium is known as ________.

Accepted Answer

The qualitative value of an exposure is known as impact, which refers to the extent to which the message resonates with the audience and elicits a response. Frequency refers to how often the message is delivered, reach refers to the number of people who are exposed to the message, amplitude refers to the strength or intensity of the message, and range refers to the variety of media channels used to deliver the message. Out of these options, only impact is a measure of the qualitative value of the exposure.

Question 6

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

Accepted Answer

WE = reach * frequency * impact. This formula accounts for the number of people reached, how often they are reached, and the impact of the message.

Question 7

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

Accepted Answer

The answer of Under which of the following conditions is...

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

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

Question 10

Which of the following equations accurately describes the total number of exposures (E)of an advertising message through a given medium?

Accepted Answer

The total number of exposures of an advertising message through a given medium is accurately described by the equation E = reach * frequency, where reach is the number of distinct individuals or households exposed to the advertisement, and frequency is the average number of times those individuals or households are exposed to the advertisement.

Question 11

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

Accepted Answer

Television advertising is one of the most expensive forms of advertising, with high costs for production and airtime. This makes it a disadvantage for smaller businesses or those with limited budgets.

Question 12

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

Accepted Answer

Newspapers provide good local market coverage, making it a good choice for businesses that want to reach customers in a specific geographic area.

Question 13

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 14

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

Accepted Answer

Radio offers high geographic selectivity, allowing advertisers to target specific regions or even neighborhoods. However, it may not have higher attention than television, standardized rate structures, long duration of ad exposure, or high quality reproduction.

Question 15

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

Accepted Answer

Magazines typically offer high-quality reproduction, which allows for visually stunning ads that can effectively capture the attention of readers.

Question 16

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

Accepted Answer

The answer of Under which of the following conditions is...

Question 17

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

Weighted Number of Exposures = Reach x Frequency x Impact Value

Given,

Reach = 80% of the target audience = 0.8 x TA

Exposure Frequency = 4

Impact Value = 2

Substituting the values,

Weighted Number of Exposures = 0.8 x TA x 4 x 2 = 6.4 x TA

Since we don't have the value of TA, we cannot calculate the exact value of Weighted Number of Exposures. However, we can see that the closest option is C, which is 640.

Question 18

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

Accepted Answer

Limited audience selectivity is a disadvantage of using outdoor media for advertising because it is difficult to target a specific demographic as the audience is anyone who happens to see the advertisement.

Question 19

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

Accepted Answer

The increasing clutter on the internet makes it difficult for advertisers to break through and reach their target audience.

Question 20

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

Accepted Answer

Television has high attention due to its audio-visual impact and has high reach as it can reach a large number of people at once.

Quiz 18: Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

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

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

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

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?

The qualitative value of an exposure through a given medium is known as ________.

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

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

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

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

Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?

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

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

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

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

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

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

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?

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

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

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