Question 1

Each of the following is an advantage radio advertising except:

Accepted Answer

The statement "easy national purchase procedures" is incorrect as radio advertising generally requires extensive negotiation and purchasing processes to reach a national audience. The other three options are valid advantages of radio advertising.

Question 2

Marketers now post television commercials on YouTube simultaneously with the TV launch, which is a practice called:

Accepted Answer

In-stream advertising refers to ads that are played within the stream of a video, which is what happens when TV commercials are posted on platforms like YouTube. This method allows marketers to reach a wider audience beyond just the viewers of the original TV broadcast.

Question 3

Each of the following is an advantage of out-of-home advertising except:

Accepted Answer

Out-of-home advertising is typically limited to short and simple messages due to the limited amount of time that people have to view the ads as they pass by. Providing in-depth messages is not a typical advantage of out-of-home advertising.

Question 4

C3 ratings suggest that ads placed in which of the following situations of a pod generate the lowest awareness among ads in the pod sequence?

Accepted Answer

Ads placed in the middle of a pod generally generate the lowest awareness among ads in the pod sequence, as viewers are more likely to pay attention to ads at the beginning or end of a break.

Question 5

Research findings indicate that if a brand pre-rolls TV ads on YouTube as well as in-streaming of its TV ads, the brand can expect higher:

Accepted Answer

Pre-rolling TV ads on YouTube increases the frequency and reach of the ads, leading to higher recall as viewers are exposed to the ads more often and across different platforms.

Question 6

Of the following media, the medium with the greatest or longest life is:

Accepted Answer

Magazines have the greatest or longest life of the given media options as they are often kept for long periods of time by readers. Unlike television or radio, magazines can be kept on a shelf or in a waiting room for months or even years, allowing for repeated exposure to the advertising within. Billboards, while they may be seen by a large number of people, typically have a relatively short lifespan as they are frequently changed out with new advertisements.

Question 7

C3 ratings suggest that ads placed in which of the following situations of a pod generate 28 percent higher awareness than other ads in the pod sequence?

Accepted Answer

The answer of C3 ratings suggest that ads placed in...

Question 8

Each of the following is an advantage of radio advertising except:

Accepted Answer

Radio advertising typically has shorter exposure times compared to other forms of advertising such as print or billboard advertisements. Therefore, long exposure time is not an advantage of radio advertising. The other options, low production costs, flexibility, and intimacy, are all advantages of radio advertising.

Question 9

By monitoring online social chatter, brand managers that want to advertise on television can gain:

Accepted Answer

The answer of By monitoring online social chatter, brand managers...

Question 10

The technology that allows a company such as DirecTV to obtain consumer information from marketing research firms and combine it with the company's data to send targeted ads to its subscribers that meet specific criteria is:

Accepted Answer

The technology being described here is dynamic advertising, which involves using consumer data (obtained from marketing research firms, for example) to target specific ads to subscribers based on certain criteria. Spot ratings and C3 ratings both relate to television ratings, which are not directly relevant to the question. Targeted ratings is not a commonly used term in this context.

Question 11

For many smaller local companies, the least viable advertising option is:

Accepted Answer

Magazines often have higher costs and longer lead times, making them less viable for smaller local companies compared to other options like newspapers, billboards, or radio.

Question 12

Many Super Bowl advertisers are now:

Accepted Answer

Many Super Bowl advertisers are now releasing pre-roll teasers of their Super Bowl ads on social media prior to the game to create buzz and generate excitement among viewers. This strategy allows companies to build anticipation for their ads and potentially increase their reach beyond the Super Bowl broadcast itself.

Question 13

In terms of social media and television, research by Nielsen's Social Guide Service revealed that the heaviest Twitter activity occurred:

Accepted Answer

The heaviest Twitter activity occurred during the TV show, indicating that viewers were engaged and reacting to the content in real-time. This highlights the importance of social media integration in television programming, as it allows for a more interactive and engaged viewing experience.

Question 14

Magazines offer each of the following advantages except:

Accepted Answer

Magazines typically have a longer lead time for ads compared to other advertising mediums like online ads or television ads. This is because magazines have a specific publishing schedule and deadlines for ad submissions. Therefore, magazines do not offer a short ad lead time.

Question 15

Each of the following is a disadvantage of out-of-home advertising except:

Accepted Answer

Out-of-home advertising, such as billboards and transit ads, typically offers a lower cost per impression compared to other media. This is because these ads can be seen by a large number of people at a relatively low cost, making it an efficient option for reaching a broad audience.

Question 16

Out-of-home advertising has changed dramatically through each of the following technologies except:

Accepted Answer

While global positioning systems (GPS), wireless communications, and digital display technology have all had a significant impact on out-of-home advertising, social media connections have not played a direct role in driving changes in this form of marketing. Social media has certainly impacted overall marketing strategy and consumer behavior, but it has not led to significant technological changes in the out-of-home advertising industry.

Question 17

DirecTV targeting television ads for high-end automobiles to its subscribers who are watching sports and have family incomes above $100,000 is called:

Accepted Answer

This type of advertising is called dynamic advertising, which utilizes data such as subscriber information and viewing habits to tailor ads to specific audiences. It is not spot or targeted ratings, which measure the effectiveness of specific TV commercials or target specific demographics, respectively. C3 ratings refer to the ratings of commercials that air during a specific time period.

Question 18

Of the following media, the one that is least able to target specific target markets is:

Accepted Answer

Out-of-home media, such as billboards or bus ads, are visible to a wide range of people and are not easily targeted to specific demographics or markets. Television, radio, and magazines, on the other hand, often have programming or content that appeals to certain audiences and can be more targeted through media buying strategies.

Question 19

Of the following, the medium that offers the most effective form of a one-on-one message by the spokesperson in the ad is:

Accepted Answer

Radio allows the spokesperson to convey a one-on-one message effectively by utilizing their tone, emphasis, and inflection. The lack of visuals allows the spokesperson's message to be the focus and can create a more personal connection with the listener.

Question 20

The media which features the best quality of color in ads is:

Accepted Answer

Magazines typically use high-quality paper stock and advanced printing techniques that allow for vibrant and accurate colors in advertisements. Newspapers, on the other hand, often use lower quality paper and printing methods that may result in duller colors. Billboards may have high-quality graphics, but they are often seen from a distance and may not have the same level of detail as magazine ads. Trade journals may vary in quality depending on the publication, but in general, they are more focused on industry news and may not prioritize the same level of visual impact as magazines.

Quiz 7: Traditional Media Channels