Question 1

Which of the following statements about outdoor media is true?
A) It has no creative limitations.
B) It is characterized by higher costs per exposure.
C) It has good positional selectivity.
D) It has very limited flexibility.
E) It has high audience selectivity.

Accepted Answer

Outdoor media has good positional selectivity, meaning advertisers can choose specific locations (such as highways, shopping centers, or bus stops) where their message will be seen by a targeted audience. While outdoor media may have some creative limitations and may not be as flexible as other media, it generally has lower costs per exposure compared to other media channels. Outdoor media may also have high audience selectivity depending on the location and target audience.

Question 2

Which of the following statements about magazines as an advertising medium is true?
A) Magazines have long ad purchase lead times.
B) Magazines cannot offer high geographic selectivity.
C) Magazines lack credibility.
D) Magazines provide better local coverage than newspapers.
E) Magazines have poor reproduction of images.

Accepted Answer

Magazines typically have long lead times for ad purchases, which means advertisers need to plan their campaigns well in advance. This is due to the fact that magazines usually have a monthly or bi-monthly publishing cycle, and ads need to be submitted weeks or even months before the issue is printed.

Question 3

Which of the following is an advantage of using newspapers as an advertising medium?
A) long life
B) good reproduction quality
C) large pass-along audience
D) broad acceptability
E) no ad competition within the same medium

Accepted Answer

Newspapers have broad acceptability and reach a diverse audience, making it easier for advertisers to target specific demographic groups.

Question 4

Which of the following is a disadvantage of using direct mail as an advertising medium?
A) low audience selectivity
B) no flexibility
C) severe ad competition
D) relatively high cost per exposure
E) lack of personalization

Accepted Answer

Direct mail has a relatively high cost per exposure due to printing and postage expenses.

Question 5

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?
A) technical expertise
B) lifestyle
C) personality symbol
D) image
E) slice of life

Accepted Answer

The use of Ronald McDonald as a clown represents the personality symbol execution style which associates the brand with a specific person or a character.

Question 6

________ 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.
A) Frequency
B) Qualitative value
C) Impact
D) Premium
E) Reach

Accepted Answer

Reach is the percentage of people in a target market who are exposed to an ad campaign during a given period of time. Frequency refers to the number of times those people are exposed to the ad, while impact and qualitative value refer to the effectiveness and quality of the ad itself. Premium refers to an additional cost or incentive, often for a specific product or service.

Question 7

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?
A) personal selling
B) consumer-generated messages
C) consumer ethnocentrism
D) sales promotion
E) consumerism

Accepted Answer

The amateur 30-second video developed by a consumer is an example of consumer-generated messages. This refers to messages developed by consumers that share their experiences and opinions about a brand, product or service. In this case, the video tells the story of Etsy.com, which is an example of consumer-generated content.

Question 8

Which of the following statements is most likely true about radio as an advertising medium?
A) Radio advertising is typically quite expensive.
B) Radio ensures good attention from the target audience.
C) Radio offers very low audience selectivity.
D) Radio prohibits the use of segmentation strategies.
E) Radio advertising is characterized by good local acceptance.

Accepted Answer

Radio advertising is known for its strong local acceptance, as it reaches a local audience and allows for local targeting. Compared to other mediums, radio advertising can also be relatively cost-effective. However, it may offer limited audience selectivity due to the broad range of listeners, making it important for advertisers to carefully select the right stations and time slots to reach their target audience.

Question 9

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?
A) frequency
B) reach
C) impact
D) engagement
E) qualitative value

Accepted Answer

Reach represents the percentage of the target market that has been exposed to the advertisement at least once during a given period of time. In this case, reaching 68% of the target market indicates that a significant portion of the audience has been reached by the ad campaign.

Question 10

Which of the following is a major step in selecting advertising media?
A) determining reach, frequency, and impact
B) selecting message execution style
C) developing a compelling creative concept
D) deciding on format elements
E) planning a message strategy

Accepted Answer

Determining reach (the number of people who will be exposed to the message), frequency (how often they will be exposed), and impact (how much the message will resonate with the audience) is a major step in selecting advertising media. This information helps advertisers choose the most effective media channels for their target audience.

Question 11

Which of the following is a media measure?
A) consumer price index
B) GDP per capita
C) wholesale price index
D) click-through rate
E) human development index

Accepted Answer

Click-through rate is a media measure that measures the effectiveness of an online advertising campaign by calculating the number of clicks on an ad divided by the number of times the ad was shown (impressions). A, B, C, and E are economic indicators and development measures, not media measures.

Question 12

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.
A) quantitative value
B) reach
C) frequency
D) exposure rate
E) turnover rate

Accepted Answer

The frequency of a message refers to the number of times the target audience is exposed to the message.

Question 13

Which term refers to the qualitative value of message exposure through a given medium?
A) reach
B) turnover rate
C) efficiency
D) media impact
E) frequency

Accepted Answer

Media impact refers to the qualitative value of message exposure through a given medium. Reach refers to the number of people who have received the message, efficiency refers to the cost-effectiveness of reaching the target audience, and frequency refers to how many times the target audience has been exposed to the message. Turnover rate is not directly related to message exposure through a given medium.

Question 14

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.
A) newspaper
B) radio
C) magazines
D) television
E) direct mail

Accepted Answer

Television advertising provides the best option with sight, sound, and motion. It also reaches a large audience with good mass marketing coverage, and the cost per exposure can be relatively low if the advertisement is strategically placed during non-peak viewing hours. Newspapers, magazines, and direct mail may provide good local or targeted advertising, but they do not offer the same sensory experience and may not reach as broad of an audience. Radio advertising can also be effective, but it is limited to sound only and may not provide the same impact as a television advertisement.

Question 15

An illustration, a headline, and a copy are the three ________ elements of an advertisement.
A) tone
B) mood
C) format
D) reach
E) frequency

Accepted Answer

The answer of An illustration, a headline, and a copy...

Question 16

What is an advantage of consumer-generated content?
A) It will be less expensive.
B) It cannot be controlled by the company.
C) It can provide new creative ideas.
D) It can entice customers to become brand evangelists.
E) It can use social media sites more effectively than the company can.

Accepted Answer

The answer of What is an advantage of consumer-generated content?
A)...

Question 17

Which of the following is a digital medium that is used by advertisers to reach consumers directly?
A) smartphone
B) direct mail
C) newspapers
D) billboards
E) television

Accepted Answer

Smartphones are a digital medium that allows advertisers to directly reach consumers through ads placed on mobile apps and websites, as well as through text messages and push notifications. Direct mail, newspapers, billboards, and television are all traditional advertising mediums that do not offer direct targeting to specific individuals.

Question 18

Television, as a medium of advertisement, is characterized by ________.
A) high audience selectivity
B) low absolute costs
C) poor mass-marketing coverage
D) fleeting exposure
E) high cost per exposure

Accepted Answer

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

Question 19

What is the first element that a reader most likely notices in a print ad?
A) copy
B) illustration
C) headline
D) slogan
E) tone

Accepted Answer

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

Question 20

The main block of text in a print ad is referred to as the ________.
A) copy
B) testimonial evidence
C) headline
D) slogan
E) message strategy statement

Accepted Answer

The main block of text in a print ad is referred to as copy. This is the written content that provides information about the product or service being advertised.

Quiz 15: Advertising and Public Relations

Which of the following statements about outdoor media is true?

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

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

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

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?

________ 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.

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?

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

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?

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

Which of the following is a media measure?

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

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

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.

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

What is an advantage of consumer-generated content?

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

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

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

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