Question 1

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

Accepted Answer

Newspapers are widely accepted across various demographics, making them a versatile medium for advertisers looking to reach a broad audience. This broad acceptability is a key advantage, as it allows for a wide range of advertising opportunities and the ability to target diverse market segments.

Question 2

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

Accepted Answer

Frequency refers to the number of times an average person in the target market is exposed to a message. Reach, on the other hand, refers to the percentage of the target market that has been reached at least once by the message. While quantitative value, exposure rate, and turnover rate are all relevant metrics, they do not specifically refer to the number of times the message is seen by the target audience.

Question 3

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

Accepted Answer

An illustration, a headline, and a copy are considered the three format elements of an advertisement, as they pertain to the structure or layout of the ad.

Question 4

Which of the following statements about magazines as an advertising medium is true?

Accepted Answer

Magazines typically have lead times of several months, meaning advertisers must plan and purchase ad space well in advance. This can pose challenges for timely or time-sensitive promotions.

Question 5

Which of the following statements is most likely true about radio as an advertising medium?

Accepted Answer

Radio advertising is known for its good local acceptance, as it allows for targeting specific local markets and demographics. It is also a cost-effective medium compared to other forms of advertising, making it accessible for smaller businesses. However, radio does offer lower audience selectivity compared to other mediums such as digital advertising.

Question 6

Which of the following is a major step in selecting advertising media?

Accepted Answer

Determining reach, frequency, and impact is a major step in selecting advertising media as it helps in identifying which media channels will help in reaching the targeted audience, how often the message needs to be communicated, and how effective the message will be in terms of generating desired response/action. Other steps like selecting message execution style, developing a compelling creative concept, deciding on format elements, and planning a message strategy come after this step.

Question 7

The main block of text in a print ad is referred to as the ________.

Accepted Answer

The main block of text in a print ad is called the copy. It is the main body of the ad that provides information or persuades the target audience. Testimonial evidence refers to quotes or statements from satisfied customers or experts that support the product or service being advertised. The headline is the main attention-grabbing element of the ad, typically located at the top of the page. A slogan is a catchy and memorable phrase that represents a brand or product. A message strategy statement outlines the key message and objectives of the ad campaign.

Question 8

Which term refers to the qualitative value of message exposure through a given medium?

Accepted Answer

Media impact refers to the qualitative value of message exposure through a given medium. It is determined by factors such as the medium's content, context, and audience demographics. Reach refers to the total number of people who are exposed to a message through a given medium. Frequency refers to the number of times a message is exposed to the same audience through a given medium. Efficiency refers to the cost-effectiveness of reaching a specific target audience through a given medium. Turnover rate refers to the rate at which employees leave a company and are replaced by new hires.

Question 9

What is an advantage of consumer-generated content?

Accepted Answer

The answer of What is an advantage of consumer-generated content?
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Question 10

You receive a report that 68 percent of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

Accepted Answer

The information given refers to the reach of the ad campaign, which represents the percentage of the target audience that was exposed to the campaign at least once during the given period of time. Frequency refers to the number of times the target audience was exposed to the campaign, impact refers to the effectiveness of the campaign in creating a desired response, engagement refers to the level of interaction between the target audience and the campaign, and qualitative value refers to the overall quality or value of the media used in the campaign.

Question 11

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of the online crafts marketplace, Etsy.com?

Accepted Answer

An amateur 30-second video developed by a consumer telling the story of Etsy.com is an example of consumer-generated messaging.

Question 12

The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown, as its primary character. Which message execution style is used by McDonald's?

Accepted Answer

McDonald's uses Ronald McDonald, a clown, as its primary character, which falls into the personality symbol execution style.

Question 13

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

Accepted Answer

Television is the best choice for the given criteria as it provides good mass marketing coverage, low cost per exposure, and allows for the combination of sight, sound, and motion to create an appealing advertisement.

Question 14

Which of the following statements about outdoor media is true?

Accepted Answer

Outdoor media has good positional selectivity, meaning that advertisers can choose specific locations where their message will be seen by their target audience. However, it may have creative limitations and higher costs per exposure compared to other forms of media. Outdoor media also has some flexibility in terms of changing the message or design, but this can be limited by the physical constraints of the advertising space. Outdoor media may have some audience selectivity, but it generally has a broader reach compared to other forms of media.

Question 15

What is the first element that a reader most likely notices in a print ad?

Accepted Answer

The answer of What is the first element that a...

Question 16

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

Accepted Answer

Direct mail can be relatively expensive compared to other advertising mediums due to the costs associated with printing, postage, and list rental.

Question 17

Television, as a medium of advertisement, is characterized by ________.

Accepted Answer

The answer of Television, as a medium of advertisement, is...

Question 18

Which of the following is a digital medium that is used by advertisers to reach consumers directly?

Accepted Answer

Smartphones are a digital medium that can be used for direct advertising through mobile apps, push notifications, and targeted mobile ads. Direct mail, newspapers, billboards, and television are all forms of advertising, but they may not be as direct or targeted as digital ads on smartphones.

Question 19

________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time.

Accepted Answer

Reach is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time. It is a quantifiable metric used to evaluate the size and impact of an ad campaign. Frequency refers to the number of times a person is exposed to an ad, qualitative value measures the subjective perception of an ad's effectiveness, impact assesses the influence a message has on a person, and premium refers to an additional cost for a particular service or benefit.

Question 20

Which of the following is a media measure?

Accepted Answer

Click-through rate (CTR) is a measure in digital advertising that calculates the number of clicks on an advertisement or webpage divided by the number of times it was shown or viewed. It is commonly used to measure the effectiveness of an online advertising campaign. The other options mentioned are economic indicators and indices used to measure macroeconomic factors such as inflation, economic growth, and human development.

Quiz 15: Advertising and Public Relations