Question 1

Which type of interactive media involves the placement of advertisements onto various Web sites that link to the sponsor's Web page?

Accepted Answer

Banner advertising involves placing ads on various websites that link to the sponsor's webpage. The ad is usually in the form of a banner that is clickable and redirects the user to the sponsor's website.

Question 2

Which of the following statements about newspapers is true?

Accepted Answer

Newspaper articles are typically written by professional journalists, which can lend credibility to the publication as a whole, including the advertisements placed within it. This is because readers may associate the quality and reliability of the journalism with the ads, assuming that credible publications would not accept questionable advertising.

Question 3

CPM stands for ________.

Accepted Answer

CPM stands for cost per thousand, which refers to the cost of reaching one thousand individuals or households with an advertising message. This is a common metric used in advertising to compare the relative cost effectiveness of different media channels.

Question 4

In comparison with magazines and television, out-of-home media offers a ________.

Accepted Answer

Out-of-home media, such as billboards and transit ads, typically offer a less cluttered media environment compared to magazines and television, where ads are often densely packed and compete directly for attention.

Question 5

Branded entertainment is best suited for which of the following?

Accepted Answer

Branded entertainment works best for brands with mass consumer awareness as it allows them to engage with their audience in a more creative and memorable way. Consumers are already familiar with the brand, so the entertainment aspect can help reinforce their positive associations with it.

Question 6

A magazine's ________ can be thought of as a measure of its ________.

Accepted Answer

Circulation refers to the number of copies of a magazine that are printed and distributed, while reach refers to the number of people who actually read or have access to those copies. Therefore, a magazine's circulation is a measure of its potential reach, making D the best choice. The other options are not as accurate in describing the relationship between these two factors.

Question 7

Blogs and social networks are both examples of ________.

Accepted Answer

Blogs and social networks are platforms where consumers can generate and share their own content, making them examples of consumer-generated content.

Question 8

Product placement in television programs and movies is an example of ________.

Accepted Answer

Product placement in television programs and movies is a form of branded entertainment, where brands integrate their products or services into the storyline of a program or movie to create an emotional connection with viewers. This can be a useful marketing tool as viewers are more likely to remember and engage with a brand that is seamlessly integrated into the entertainment they enjoy.

Question 9

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

Accepted Answer

Magazines typically have long lead times, meaning that advertisers need to plan and submit their ads well in advance of the issue's publication date. This can be a disadvantage for advertisers who need to respond quickly to market changes.

Question 10

The first step in the media selection process is to ________.

Accepted Answer

Establishing a media budget and objectives is the first step in the media selection process. This step involves determining how much money can be spent on media and what the company aims to achieve with its media strategy, setting the foundation for all subsequent decisions.

Question 11

Vast numbers of consumers are aware of your product. It is now your goal to enhance preference for your product. You plan to use nonpersonal communications through print media. This will include all of the following EXCEPT ________.

Accepted Answer

The given options are all forms of print media except for banner advertising, which is a form of online advertising. Therefore, the correct answer is C.

Question 12

________ is a measure of the number of people who could potentially receive an ad through a particular media vehicle.

Accepted Answer

Reach is a measure of the potential audience that can be reached through a particular media vehicle. It indicates the number of people who have had the opportunity to see or hear an advertisement at least once during a specific period. Reach can be expressed as a percentage of the total target audience or as a raw number.

Question 13

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

Accepted Answer

Radio allows advertisers to target specific audiences based on demographics and interests, making it an effective medium for reaching a targeted audience. Radio can be cost-effective compared to other mediums, depending on the size of the audience and the length of the ad. National radio advertising opportunities can be more complicated to purchase, as they may require negotiating with multiple stations or networks. Radio is not defined as an out-of-home medium, as it is typically consumed in the home, car, or workplace.

Question 14

The optimal method for setting a media budget is the ________ approach because it is based on spending necessary to accomplishing specific media objectives.

Accepted Answer

The objective-and-task approach is the best method for setting a media budget because it is based on specific media objectives that need to be accomplished. This approach involves identifying the communication goals of the campaign, determining the media needed to achieve those goals, and setting a budget based on the costs associated with the identified media tactics. This approach ensures that the media spending is justified and efficient towards achieving the desired objectives.

Question 15

Nielsen Media's television and radio ratings report which of the following?

Accepted Answer

Nielsen Media's television and radio ratings report the percentage of a total available audience watching or listening to specific programs. This is commonly referred to as ratings or audience share.

Question 16

Which media type offers the longest life for an advertisement?

Accepted Answer

Magazine advertisements offer the longest life for an advertisement as it stays on the shelves for a longer time, and readers often keep magazines for reference or leisurely reading. Additionally, magazine advertisements can be targeted towards specific demographics, ensuring that the audience is relevant and engaged.

Question 17

Mobile advertising refers to advertisements delivered through ________.

Accepted Answer

Mobile advertising refers to advertisements delivered through portable communication devices such as PDAs, smartphones, and mobile apps.

Question 18

Which of the following is an advantage offered by local newspapers?

Accepted Answer

Local newspapers offer timely information about events and happenings in the community, making them a valuable source of up-to-date news for readers.

Question 19

The number of times an individual is exposed to an advertising message by a media vehicle is known as ________.

Accepted Answer

Frequency refers to the number of times an individual is exposed to an advertising message by a media vehicle.

Answer: A, if talking about the effect of the advertising message 
 Impact refers to the effect an advertising message has on the audience.

Answer: B 
 Reach refers to the number of individuals or households exposed to an advertising message.

Answer: D 
 An impression refers to each instance of an advertising message being displayed to a user online.

Answer: E 
 Engagement refers to the level of interaction between the audience and the advertising message, such as likes or comments on social media.

Question 20

A media objective is a clear statement conveying ________.

Accepted Answer

A media objective is a statement that outlines what the media plan hopes to achieve. It provides clear direction and helps to measure the success of the plan. Options A, D, and E are all factors that would be considered when creating a media plan, but they do not specifically address the purpose or objective of the plan. Option B is a business objective and not a media objective.

Quiz 18: The Communications Mix