Question 1

Fishing Gear sells a range of fishing products to outdoor enthusiasts and serious fishermen.Fishing Gear wants to reach its target market in a way that minimizes intrusiveness.Which of the following would be the best fit for Fishing Gear?

Accepted Answer

Print ads in Fishing and Hunting News would target an audience already interested in fishing, minimizing intrusiveness by reaching them in a context they are engaged with.

Question 2

________ such as Twitter and Facebook build on the interactivity of the Internet.

Accepted Answer

Social media platforms allow for users to interact with each other through various features such as liking, commenting, and messaging. This builds on the interactive nature of the Internet as users can communicate and engage with each other in real-time. E-commerce sites, video games, branded entertainment, and advertainment may also be interactive, but they do not specifically focus on the social interaction between users.

Question 3

Refer to the following passage to answer the questions below.
Allison works in the media department of a major advertising agency that has several national advertisers as clients.Her responsibilities include identifying specific media vehicles,such as TV programs,newspapers,magazines,or radio programs and stations for clients' advertising;negotiating the costs to advertise in them;and handling the details of billing and payment.Although one of the agency's major clients advertises primarily in magazines,the media plan calls for the use of newspaper advertising as well.
-Allison is working with a client that wants to maximize frequency over a one-month period.Which of the following media should Allison NOT recommend to this client?

Accepted Answer

Monthly magazines would not be the best choice for maximizing frequency over a one-month period, as they only come out once a month and therefore do not offer the opportunity for frequent exposure.

Question 4

What does the term viral marketing mean?

Accepted Answer

Viral marketing refers to the spread of promotional or marketing messages through a network of people, typically via social media or other online platforms. The goal is for the message to spread rapidly and organically, similar to the way a virus spreads. This can be accomplished through various tactics, such as creating compelling content that people want to share, incentivizing sharing with rewards or contests, or tapping into existing communities and influencers to help spread the message.

Question 5

Refer to the following passage to answer the questions below.
Allison works in the media department of a major advertising agency that has several national advertisers as clients.Her responsibilities include identifying specific media vehicles,such as TV programs,newspapers,magazines,or radio programs and stations for clients' advertising;negotiating the costs to advertise in them;and handling the details of billing and payment.Although one of the agency's major clients advertises primarily in magazines,the media plan calls for the use of newspaper advertising as well.
-Allison is working with a client that is preparing a national launch of a new line of packaged snacks.The client wants to maximize the reach of its marketing communication efforts.Which of the following media vehicles should Allison recommend?

Accepted Answer

To maximize the reach of the marketing communication efforts for a national launch, Allison should recommend network television shows with high rating points. This will ensure that the ad reaches a larger audience and has a greater impact. The other options, such as local radio shows with high or low share of audience or special interest magazines with niche audiences, may not provide the same level of reach and impact as network television shows with high rating points.

Question 6

________ is branded entertainment,designed to engage customers with brands.

Accepted Answer

Advertainment refers to branded entertainment, which is specifically created to engage customers with brands.

Question 7

A popular comedy show on Fox network had a rating of 4.0 but a share of 7.Why are these two numbers different?

Accepted Answer

A) Rating and share measure different things: rating is the percentage of the total number of TV households that watched the show, while share is the percentage of households watching TV at the time of the show that watched it.

Question 8

Marketing that reaches people on the street and in public places is called ________ marketing.

Accepted Answer

Guerilla marketing is known for its unconventional strategies to reach consumers in public places, often with surprise or unconventional interactions that create a memorable experience.

Question 9

As a young woman,Rhonda grew up with newspapers,radio,and television dominating the media.However,she did not have cable television as a child.As an adult,Rhonda uses a smart phone,a personal computer,and an e-book reader.Rhonda is part of which generation?

Accepted Answer

The answer of As a young woman,Rhonda grew up with...

Question 10

Ronny finished college three years ago and has been working in the advertising industry ever since.Ronny feels comfortable adopting technological innovations at work and in his personal life,perhaps because he is a member of the first generation to grow up with personal computers and the internet.Ronny belongs to which generation?

Accepted Answer

Gen Y, also known as Millennials, are typically born between 1981 and 1996, making them the first generation to grow up with personal computers and the internet. Ronny finished college three years ago, which would put him in his mid-twenties to early thirties, aligning with the typical age range of Gen Y. Additionally, the fact that he is comfortable adopting technological innovations aligns with the common traits of Gen Y.

Question 11

Which of the following refers to a brand appearing in a television program or movie as a prop?

Accepted Answer

Product placement refers to the practice of a brand appearing in a television program or movie as a prop, typically to increase brand awareness and association with a particular lifestyle or demographic.

Question 12

A local business that hires a sign holder to stand on the sidewalk,trying to catch the attention of passersby by promoting a special marketing event,is using ________.

Accepted Answer

Guerrilla marketing involves using unconventional and creative tactics to promote a product or service. Hiring a sign holder on the sidewalk is an example of such a tactic.

Question 13

Honda is launching a new SUV and wants to expose the largest possible percentage of the prime-time TV viewing audience to its message at least once during the next six months.Which media concept is Honda trying to maximize?

Accepted Answer

Honda is trying to maximize reach, which refers to the percentage of the target audience that is exposed to the message at least once during a given period of time. This is different from frequency, which refers to the number of times the target audience is exposed to the message. Honda's goal is to have the largest possible percentage of the prime-time TV viewing audience see its message at least once during the next six months.

Question 14

Refer to the following passage to answer the questions below.
Allison works in the media department of a major advertising agency that has several national advertisers as clients.Her responsibilities include identifying specific media vehicles,such as TV programs,newspapers,magazines,or radio programs and stations for clients' advertising;negotiating the costs to advertise in them;and handling the details of billing and payment.Although one of the agency's major clients advertises primarily in magazines,the media plan calls for the use of newspaper advertising as well.
-What is Allison's job function?

Accepted Answer

Allison's responsibilities include identifying specific media vehicles, negotiating costs, and handling billing and payment, which are all tasks performed by a media buyer.

Question 15

Viral marketing primarily uses which of the following communication channels?

Accepted Answer

Viral marketing primarily utilizes social media channels such as Facebook, Twitter, Instagram, and YouTube to rapidly disseminate messages or content through individual sharing and reposting, creating a snowball effect that can rapidly garner widespread attention and engagement with a target audience.

Question 16

Giving customers opt-in or opt-out options for receiving brand information digitally is an effective way to minimize ________.

Accepted Answer

Opt-in and opt-out options give customers control over whether or not they receive brand information. This helps to minimize intrusiveness and unwanted communication, which can lead to a more positive customer experience.

Question 17

Through the use of ________,online ads are placed near topics of interest that people search for online.

Accepted Answer

Search marketing involves placing advertisements near the search results of online searches. This is done through the use of keywords and targeting specific topics of interest to the user.

Question 18

All of the following are trends in the modern media landscape EXCEPT which one?

Accepted Answer

The statement "Media consumers are passive rather than active" is not a trend in the modern media landscape. In fact, the trend is the opposite as media consumers have more control over what they consume and are able to engage with it actively through social media and other interactive platforms. The other statements are all trends in the modern media landscape.

Question 19

Refer to the following passage to answer the questions below.
Allison works in the media department of a major advertising agency that has several national advertisers as clients.Her responsibilities include identifying specific media vehicles,such as TV programs,newspapers,magazines,or radio programs and stations for clients' advertising;negotiating the costs to advertise in them;and handling the details of billing and payment.Although one of the agency's major clients advertises primarily in magazines,the media plan calls for the use of newspaper advertising as well.
-The media plan calls for placing ads in all the major newspapers in the southeastern United States.Because newspaper is primarily a local medium,Allison seeks the services of a professional to assist her in placing the buy with one order.Allison needs to contact a ________.

Accepted Answer

The answer of Refer to the following passage to answer...

Question 20

Which of the following is NOT an advantage of product placement?

Accepted Answer

Having a placement that does not match the product or the audience can actually be a disadvantage, as it may not resonate with viewers and could potentially harm the brand's image. Therefore, option C is the correct answer as it is not an advantage of product placement.

Quiz 12: Media Basics