Question 1

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

Accepted Answer

Newspapers have good local market coverage, making them a good choice for businesses targeting a specific geographical area. However, they have a relatively short lifespan compared to other advertising media, and do not offer the same level of targeting as digital advertising. While newspapers have a "pass-along" audience, this is not necessarily an advantage for advertisers as it cannot be guaranteed that the person receiving the paper will see the ad. And while reproduction quality can be high, it can also vary depending on the publication and printing process.

Question 2

Comparative advertising works best when ________.

Accepted Answer

Comparative advertising is most effective when consumers are engaged in detailed, analytical processing of the advertising content. This allows them to critically evaluate the comparative claims being made.

Question 3

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

Accepted Answer

The high absolute cost of advertising on television can be a significant disadvantage for many businesses, especially small ones or those with limited advertising budgets. While television advertising can reach a large audience, the cost to produce and air ads on television can be prohibitively expensive for many advertisers.

Question 4

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 5

Pepe Homes manufactures a range of bathroom accessories and fittings that include bath tubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes?

Accepted Answer

Magazines would be the best choice for Pepe Homes as they offer a high degree of audience selectivity and high-quality reproduction. Additionally, magazines often focus on specific topics and interests, allowing Pepe Homes to target its desired audience effectively. The use of glossy pages also enhances the brand image of Pepe Homes as a luxurious and prestigious brand.

Question 6

An advertising objective to stimulate more usage of a product is appropriate under which of the following conditions?

Accepted Answer

The objective to stimulate more usage of a product would be appropriate when the product class is mature. This means that the market is already established and there is a high level of competition. In such a scenario, advertising can help the company differentiate its product and convince consumers to switch from their current brand to the advertised product. In nascent product categories or when the company is not the market leader, the focus should be on creating awareness and building the category. If the advertised brand is superior to the market leader, the objective could be to gain market share. If brand usage for the product is already very high, there may not be a need to stimulate more usage through advertising.

Question 7

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

Accepted Answer

Radio allows for high geographic selectivity, meaning advertisers can target specific geographic areas or regions. This can be an advantage for businesses with a local focus or those looking to target a specific audience in a particular area.

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

When Lola asked what the advertising campaign should say, she was concerned with which of the five Ms?

Accepted Answer

Lola is concerned with the message that the advertising campaign should convey.

Question 10

________ advertising aims to create brand awareness and knowledge of new products or new features of existing products.

Accepted Answer

Informative advertising is designed to educate consumers about a product or service, its features and benefits, and any other information that may be useful in making a purchasing decision. It is particularly effective for new products or when introducing new features or innovations to existing products. The goal of this type of advertising is to create brand awareness and knowledge among consumers.

Question 11

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

Accepted Answer

Direct mail can incur relatively high costs due to printing and postage expenses.

Question 12

TV advertising is considered to be particularly advantageous because ________.

Accepted Answer

TV advertising is considered advantageous because it appeals to the senses (such as sight and sound) and generates high attention, making it an effective way to capture consumers' attention and make them more likely to remember the message. However, TV advertising is usually expensive and has high clutter, but it reaches mass audiences rather than selective ones. Therefore, options A, D, and E are incorrect, and B is incorrect due to having a low absolute cost being an incorrect statement.

Question 13

Which of the following statements is True of the factors that affect an advertising budget?

Accepted Answer

New products often require significant advertising efforts to build awareness and encourage consumer trial, distinguishing them in the market and attracting initial customers.

Question 14

The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.

Accepted Answer

The number of times within a specified time period that an average person or household is exposed to an advertising message is known as frequency.

Question 15

________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

Accepted Answer

Media selection is the process of finding the most cost-effective media to deliver the desired number and type of exposures to the target audience. Media scheduling is the process of determining the optimal timing and pattern of media placements, content analysis is the systematic examination of media content, communication design is the process of creating effective visual and textual messages, and copy testing is the evaluation of the effectiveness of advertising copy.

Question 16

The "Got Milk" campaign was intended to boost sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign is an example of ________ advertising.

Accepted Answer

The "Got Milk?" campaign is an example of reminder advertising because it aimed to remind consumers of the importance of having milk in their homes to avoid the inconvenience of not having it when needed, rather than providing new information or comparing it to other products.

Question 17

The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.

Accepted Answer

The term "reach" is specifically used in media planning to refer to the number or percentage of individuals or households who are exposed to a particular media schedule (such as a TV ad or social media campaign) at least once during a specific time period (usually a week or a month). Frequency, on the other hand, refers to the average number of times that each individual or household in the target audience is exposed to the media schedule during that same time period. Therefore, the correct answer is D - reach.

Question 18

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

Accepted Answer

The long ad purchase lead time is a disadvantage of using magazines as an advertising medium. Magazines require advertisers to plan and purchase ad space months in advance, which can be problematic for those who need to react to market changes or new developments quickly.

Question 19

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

Accepted Answer