Chapter 18 The Communications Mix

1)
More companies are adopting the concept of ________, which is the coordination
of advertising, sales promotion, public relations, and personal selling to
ensure that all marketing communications are consistent and relevant to the
target market.
A) integrated marketing communications
B)
integrated personal selling
C)
integrated competitive methods
D)
nonpersonal communication channels
E)
viral marketing

2)
Successful integrated marketing communications will result in a company’s
mass-market advertisements, Web site, direct mail, and personal selling
communications all having ________.
A)
equal portions of the advertising budget
B)
independent communications directors
C)
separate marketing objectives
D)
media optimization plans
E) a consistent message

3)
Management of a company that adheres to the principle of integrated marketing
communications is most likely to believe which of the following?
A) The use of multiple marketing
delivery methods is advantageous.
B)
The use of a single marketing delivery method is advantageous.
C)
Long-term relationships with customers are best nurtured through sales
promotion.
D)
Long-term relationships with customers are best nurtured through public
relations.
E)
Short-term relationships with customers are more profitable than long-term
relationships with customers.

4)
The ________ is comprised of the various elements companies can use to
communicate with the target market, including advertising, public relations,
sales promotion, and personal selling.
A)
integrated media
B)
interpersonal media
C) communications mix
D)
media mix
E)
AIDA model

5)
A company with limited financial resources would be LEAST likely to use which
of the following elements of the communications mix?
A)
personal selling
B)
sales promotions
C)
local newspaper advertising
D) national television advertising
E)
public relations

6)
In the AIDA model, the D stands for ________.
A)
demand
B) desire
C)
data
D)
do-it-yourself
E)
decoding

7)
In the AIDA model, advertising and public relations are most effective at
generating ________.
A)
demand
B)
desire
C) awareness
D)
action
E)
interest

8)
In the AIDA model, personal selling and sales promotions are most effective at
generating ________.
A)
demand
B)
decoding
C)
awareness
D) action
E)
interest

9)
Which strategy directs marketing efforts toward end consumers rather than
retailers and wholesalers?
A) pull
B)
blitz
C)
push
D)
integrated marketing communication
E)
promotions

10)
Which strategy directs marketing efforts toward channel members such as
wholesalers and retailers rather than final consumers?
A)
pull
B)
blitz
C) push
D)
integrated marketing communication
E)
promotions

11)
Thirty years ago, ________ dominated the media landscape.
A)
radio and cable television
B) network television and print
C)
outdoor media and interactive media
D)
radio and mobile media
E)
interactive media and television

12)
Thirty years ago, which of the following was the LEAST popular advertising
media for marketers?
A)
radio
B) digital
C)
outdoor
D)
print
E)
television

13)
In terms of media habits, the average American spends more time ________ than
________.
A)
reading magazines and books; watching television
B)
reading newspapers; listening to the radio
C)
using the Internet; watching television
D) using the Internet; reading
magazines
E)
reading newspapers; playing video games

14)
Which of the following would NOT be classified as a media type?
A)
print
B)
broadcast
C)
Internet
D) personal selling
E)
out-of-home

15)
________ measures how inexpensively a media vehicle is able to communicate with
a particular customer segment.
A)
Media reach
B)
Media impact
C)
Media engagement
D) Media efficiency
E)
Impression

16)
________ is a qualitative assessment of the value of a message exposed in a
particular medium.
A)
Media reach
B) Media impact
C)
Media engagement
D)
Media efficiency
E)
Impression

17)
________ is a measure of how attentively audiences read, watch, or listen to a
particular medium.
A)
Media reach
B)
Media impact
C) Media engagement
D)
Media efficiency
E)
Impression

18)
Which of the following would be the best media type selection for a company
marketing a complex product that needs to be demonstrated in order for
consumers to understand the benefits it will deliver?
A)
radio
B)
newspaper
C)
out-of-home
D)
magazine
E) television

19)
All of the following are reasons that marketers may be losing confidence in
network television advertising EXCEPT which one?
A)
Production expenses for a polished TV commercial can be substantial.
B) Network television no longer
commands the majority of broadcast spending.
C)
Many viewers are using DVRs to watch television shows after they have aired.
D)
Network television advertising is not as effective at marketing toward smaller
and more narrowly defined target markets.
E)
The results of network television advertising are not as easily measurable as
the results of Internet advertising.

20)
Broadcast media include all of the following EXCEPT which one?
A)
network television
B)
local television
C)
cable television
D)
radio
E) the Internet

21)
________ is a measure of the number of people who could potentially receive an
ad through a particular media vehicle.
A) Reach
B)
Impression
C)
Circulation
D)
Traffic
E)
Frequency

22)
Nielsen Media’s television and radio ratings report which of the following?
A)
a particular media vehicle’s impact
B)
the level of engagement an audience has with specific television and radio
programs
C)
the media efficiency of different television and radio programs
D) the percentage of a total available
audience watching or listening to specific programs
E)
CPM for a variety of programs

23)
CPM stands for ________.
A) cost per thousand
B)
cost per million
C)
consumer promoted media
D)
cost per media
E)
competitively priced media

24)
Which of the following statements about radio as an advertising medium is true?
A)
Radio advertising is typically quite expensive.
B)
National radio advertising opportunities are simple to purchase.
C) Radio does an excellent job of targeting
audiences with specific interests.
D)
Radio prohibits the use of segmentation strategies.
E)
Radio is defined as an out-of-home medium.

25)
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 ________.
A)
newspapers
B)
magazines
C) banner advertising
D)
flyers
E)
signs

26)
Which of the following statements about magazines as an advertising medium is
true?
A) Magazines have long lead times.
B)
Magazines do not have a long life span in comparison to other print media.
C)
Magazine advertisers almost always use a mass marketing strategy.
D)
Magazines do not have a high level of credibility.
E)
Magazines have poor reproduction quality of images.

27)
A magazine’s ________ can be thought of as a measure of its ________.
A)
impact; reach
B)
reach; engagement
C)
circulation; efficiency
D) circulation; reach
E)
efficiency; impact

28)
Which media type offers the longest life for an advertisement?
A)
radio
B)
network television
C) magazine
D)
newspaper
E)
cable television

29)
Which of the following is an advantage offered by local newspapers?
A)
long life
B)
high pass-along rate
C)
high quality images
D) timeliness
E)
increasing readership

30)
Which of the following statements about newspapers is true?
A)
The reach of a national newspaper such as USA Today is comparable to the
reach of network television.
B)
The growing size of online newspaper audiences has offset the decline in
newspaper readership.
C)
Newspaper advertisements are so inexpensive that it is cost-effective to reach
a mass audience spread throughout the United States by purchasing advertising
in multiple local newspapers.
D)
Newspapers and magazines have similar lead times.
E) Professionally written newspaper
articles lend credibility to the ads that appear within the newspaper.

31)
The number of times an individual is exposed to an advertising message by a
media vehicle is known as ________.
A)
impact
B)
reach
C) frequency
D)
impression
E)
engagement

32)
In comparison with magazines and television, out-of-home media offers a
________.
A)
lower frequency
B)
higher CPM
C)
greater media engagement
D)
greater media impact
E) less cluttered media environment

33)
Which type of interactive media involves the placement of advertisements onto
various Web sites that link to the sponsor’s Web page?
A)
classified advertising
B) banner advertising
C)
search marketing
D)
mobile advertising
E)
gaming

34)
Mobile advertising refers to advertisements delivered through ________.
A)
magazines with strong pass-along effects
B)
time-shifting devices such as DVRs
C) portable communications devices such
as PDAs
D)
outdoor boards near highways and other heavily trafficked locations
E)
posters on buses, trains, and taxis

35)
Blogs and social networks are both examples of ________.
A) consumer-generated content
B)
broadcast media
C)
out-of-home media
D)
search marketing
E)
branded entertainment

36)
Product placement in television programs and movies is an example of ________.
A) branded entertainment
B)
user-generated content
C)
search marketing
D)
networking
E)
out-of-home advertising.

37)
Branded entertainment is best suited for which of the following?
A)
a complex product
B)
a product with a niche target market
C)
a new brand
D) a brand with mass consumer awareness
E)
a brand with limited consumer awareness

38)
The first step in the media selection process is to ________.
A)
develop a customer media profile
B) establish a media budget and
objectives
C)
create a media plan
D)
buy media
E)
place media

39)
A media objective is a clear statement conveying ________.
A)
which audiences the media will address
B)
goals for profits and revenues
C) what the media plan will accomplish
D)
how the product benefits will be conveyed
E)
how types of media will be selected for the plan

40)
The optimal method for setting a media budget is the ________ approach because
it is based on spending necessary to accomplishing specific media objectives.
A)
percentage-of-sales-revenue
B)
affordable
C)
media footprint
D) objective-and-task
E)
media optimization

41)
The ________ is a document that describes how an advertiser plans to spend its
media budget to reach its objectives.
A)
media audit
B)
ad trafficker
C)
rate card
D)
media placement
E) media plan

42) To approximate and compare the relative impact of media
decisions, media planners use ________.
A)
media engagement
B)
ad traffic plans
C)
impressions
D) gross rating points
E)
circulation

43) GRP is determined by multiplying ________ by ________.
A)
impact; impressions
B)
impact; reach
C)
engagement; frequency
D) reach; frequency
E)
engagement; impact

44) The majority of network television advertising is sold through
________.
A) an upfront market
B)
scatter buys
C)
rate cards
D)
ad trafficking
E)
media auditing

45) ________ are officially published prices for media such
as magazines, newspapers, radio, and out-of-home.
A)
Upfront markets
B)
Scatter buys
C) Rate cards
D)
Ad traffics
E)
Media audits

46) ________ is the procedure for getting completed ads to
the correct media firm.
A)
Upfront marketing
B)
Scatter buying
C)
Media planning
D) Ad trafficking
E)
Media auditing

47)
________ is the adjustment of media plans to maximize their performance.
A)
Media buying
B) Media optimization
C)
Media selection
D)
Media planning
E)
Media scheduling

48)
A ________ measures how well each selected media vehicle performs in terms of
its estimated audience delivery and cost.
A)
make-good
B)
media schedule
C)
media flowchart
D) media audit
E)
media optimization

49)
To guide their media planning and plan optimization, some companies use
________ to analyze the effects of different components, such as the impact of
independent media vehicles on a target variable such as sales.
A)
media footprints
B)
media flowcharts
C) modeling
D)
ad trafficking
E)
make-goods

50)
________ occurs when ads from outside a test market enter the test market area
and have the potential to confuse a marketer’s reach and frequency
calculations, while ________ occurs when ads meant for the test market touch
people in nearby non-test markets.
A)
Spill-out; spill-in
B) Spill-in; spill-out
C)
Auditing; modeling
D)
Modeling; auditing
E)
Ad trafficking; media optimization

51)
Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O
magazine. Because Harpo Enterprises practices integrated marketing
communications, these different brand contacts all maintain ________ in design
and tone.
A)
variety
B)
contact
C) consistency
D)
creativity
E)
convenience

52)
Business-to-consumer companies are more likely to emphasize a(n) ________
strategy, while business-to-business companies are more likely to emphasize
a(n) ________ strategy.
A) pull; push
B)
push; pull
C)
pulse; pull
D)
integrated communication; targeted communication
E)
targeted communication; integrated communication

53)
An ad in a professional journal targeted to an audience of dentists asked
dentists to recommend Crest toothpaste to their patients. It offered toothpaste
samples that dentists could buy at cost to give to their patients to encourage
patients to take better care of their teeth. The manufacturer of Crest
toothpaste was using ________.
A)
personal selling
B)
direct marketing
C) a push strategy
D)
a pull strategy
E)
public relations

54)
Advertisers are increasingly shifting larger portions of their budgets to media
that cost less and have more specific target audiences. Which of the following
will be harmed the MOST by such a shift?
A)
radio
B)
newspapers
C) network television
D)
search marketing
E)
mobile advertising

55)
You receive a report that 68% of your target market has been exposed to your ad
campaign during a given period of time. The information in the report relates
to ________.
A) reach
B)
frequency
C)
impact
D)
engagement
E)
ad traffic

56)
A full page ad published in Saveur magazine, which focuses on cooking
and enjoying authentic food from around the world, has a total number of
1,500,000 impressions and costs $33,000. What is the CPM for this ad?
A)
$49.50
B)
$45.45
C)
$33
D) $22
E)
$18

57)
Anderson Athletics pays a fee to have its Web site included in a special
section of a search engine’s results when a consumer searches for “soccer
cleats.” This is an example of ________.
A)
mobile advertising
B)
classified advertising
C)
print advertising
D) search marketing
E)
gaming

58)
Sandy is opening a second hair and nail salon in the suburban area of Des
Moines, Iowa. Sandy wants to advertise her new store without spending a great
deal on purchasing media or producing an advertising campaign. However, she
wants to reach a large segment of the population in and around Des Moines. To
promote her grand opening, it would be best for Sandy to place advertisements
in which of the following media vehicles?
A)
national newspapers
B) local radio
C)
beauty magazines
D)
network television
E)
outdoor boards

59)
Some television shows have shown actors drinking a cup of Starbucks coffee. In
these instances, Starbucks has chosen ________ as a marketing tool.
A)
networking
B)
direct marketing
C)
broadcast advertising
D) branded entertainment
E)
public relations

60)
U-Frame-It is a small company that has hired a local ad agency to put together
an advertising campaign. Which of the following questions should be answered
first?
A)
What percentage of the budget should be allocated to U-Frame-It radio ads?
B)
Which type of media vehicle is most appropriate for U-Frame-It ads?
C) What are the media objectives of
U-Frame-It?
D)
How does U-Frame-It’s competition advertise?
E)
What is the demographic of U-Frame-It’s customer base?

61)
An advertisement that is scheduled to run three times during the network
television broadcast of a college football game with an expected reach rating
of 4.0 among men 18-24 would have a GRP of ________.
A)
3
B)
4
C)
7
D) 12
E)
13

62)
Kirsten is a media buyer working for a company that produces frozen side dishes
and entrees. The marketing team at the company wanted to guarantee that
advertisements for its new line of frozen desserts would be aired on at least
two of the most popular new television series of the year. Based on this
requirement, Kirsten most likely purchased the television advertising through
________.
A)
ad trafficking
B) scatter buys
C)
media placement
D)
rate cards
E)
upfront markets

Refer
to the scenario below to answer the following questions.

The Treble Clef offers a complete
line of sheet music, musical instruments, and novelty gifts of a musical
nature. In recent years, owner Gary Zahn has even served as the local representative
of several musical instrument manufacturers, providing a contact person for
three local school districts. “If we don’t have it, chances are excellent
that we can get it for you,” Gary tells all Treble Clef visitors and
customers.
Most walk-ins are particularly
interested in a specific piece of sheet music from a particular era or just
browsing among the hundreds of musical knickknacks in the store. Gary spends
most of his time making presentations to beginning music students at the local
schools and making biweekly visits to the schools in order to deliver
instruments, make minor repairs when possible, or pick up instruments to ship
to the manufacturer for more complicated repairs.
After dragging his feet for quite
some time, Gary was convinced that a Treble Clef Web site could benefit a
variety of customers. He began with a simple site explaining store hours and
depicting types of gifts and services available. The site received so much
response that Gary added a question-and-answer option. Questions poured in,
ranging from “Where can I get the sheet music for ‘Hello, Dolly’?” to
“Do you carry clarinet reeds?” to “My saxophone needs two new
pads. When will you be at Elmhurst school to repair it?” The Web site is now
able to accept credit card orders, and gifts can even be wrapped and shipped
for no extra charge.
“I don’t know how we did it
without our Web site,” Gary admitted. “It allows us to be so
responsive. And our novelties sales have doubled!”

63)
Two music students at one of the local schools the Treble Clef services have
created a “Fans of Treble Clef” page on Facebook. More than 100
current and former students have joined the Facebook group. This is an example
of ________.
A)
search marketing
B) user-generated content
C)
classified advertising
D)
banner advertising
E)
mobile advertising

64)
Gary wanted to increase traffic to Treble Clef’s Web site in hopes of
broadening his customer base to other geographical areas. To help Internet
users looking for sheet music and musical instruments find his Web site, Gary
would most likely use ________.
A) search marketing
B)
branded entertainment
C)
classified advertising
D)
gaming
E)
mobile advertising

65)
Gary has decided to spend $35,000 in the next six month advertising Treble
Clef. He has written out a document that lists the different local newspapers,
radio stations, and cable television networks he plans to advertise in, as well
as the number of times he wants advertisements to run and when. The document
also includes a description of the two billboards near the store that Gary
wants to arrange to advertise on for three months. This document is Treble
Clef’s ________.
A)
media placement
B) media plan
C)
media audit
D)
scatter buy
E)
media optimization

66)
In most cases, two or more communication tools are used to reach a target
audience.

67)
Because of the information technology revolution, few major companies today use
ad agencies to develop advertising campaigns.

68)
Marketers of high-priced products, such as automobiles, typically use personal
selling.

69)
In comparison to sales promotion and personal selling, advertising is more
effective at moving customers to take action.

70)
Some consumers use multiple types of media at the same time.

71)
The more media efficient a media vehicle is, the more finely it is able to
target niche demographic segments.

72)
Although network television advertising is expensive, the cost per exposure is
relatively low.

73)
The more impressions a type of media can generate, the greater its reach is.

74)
In comparison to cable television, radio is a high-cost medium.

75)
The audience of national newspapers tends to be more upscale than the audience
of local newspapers.

76)
Digital media is also known as broadcast media.

77)
A percentage-of-sales-revenue approach to setting a media budget is more
complex than a task-and-objective approach.

78)
A media flowchart contains the same basic information as a media plan in a more
visual form.

79)
A make-good ad is essentially a replacement for any media that did not run as
scheduled.

80)
A test market has a profile similar to that of the control market, but it does
not receive any special treatment.

81)
Dry, a maker of a line of men’s and women’s deodorants, is interested in
including only the most efficient media types in its media plan. Dry is
unlikely to include network television in its media plan.

82)
On Monday, Brittany decided that she wanted to place an advertisement
announcing a sale at her jewelry store this upcoming weekend. A local newspaper
would be a logical place for Brittany to place her advertisement.

83)
As a media buyer, Gus should expect to make newspaper advertising purchases on
the basis of scatter buys.

Chapter 18 The Communications Mix1)
More companies are adopting the concept of ________, which is the coordination
of advertising, sales promotion, public relations, and personal selling to
ensure that all marketing communications are consistent and relevant to the
target market.A) integrated marketing communicationsB)
integrated personal sellingC)
integrated competitive methodsD)
nonpersonal communication channelsE)
viral marketing2)
Successful integrated marketing communications will result in a company’s
mass-market advertisements, Web site, direct mail, and personal selling
communications all having ________. A)
equal portions of the advertising budgetB)
independent communications directorsC)
separate marketing objectivesD)
media optimization plansE) a consistent message3)
Management of a company that adheres to the principle of integrated marketing
communications is most likely to believe which of the following?A) The use of multiple marketing
delivery methods is advantageous.B)
The use of a single marketing delivery method is advantageous.C)
Long-term relationships with customers are best nurtured through sales
promotion.D)
Long-term relationships with customers are best nurtured through public
relations.E)
Short-term relationships with customers are more profitable than long-term
relationships with customers.4)
The ________ is comprised of the various elements companies can use to
communicate with the target market, including advertising, public relations,
sales promotion, and personal selling.A)
integrated mediaB)
interpersonal mediaC) communications mixD)
media mixE)
AIDA model5)
A company with limited financial resources would be LEAST likely to use which
of the following elements of the communications mix?A)
personal sellingB)
sales promotionsC)
local newspaper advertisingD) national television advertisingE)
public relations6)
In the AIDA model, the D stands for ________.A)
demandB) desireC)
dataD)
do-it-yourselfE)
decoding7)
In the AIDA model, advertising and public relations are most effective at
generating ________.A)
demandB)
desireC) awarenessD)
actionE)
interest8)
In the AIDA model, personal selling and sales promotions are most effective at
generating ________.A)
demandB)
decodingC)
awarenessD) actionE)
interest9)
Which strategy directs marketing efforts toward end consumers rather than
retailers and wholesalers?A) pull B)
blitzC)
pushD)
integrated marketing communicationE)
promotions10)
Which strategy directs marketing efforts toward channel members such as
wholesalers and retailers rather than final consumers?A)
pull B)
blitzC) pushD)
integrated marketing communicationE)
promotions11)
Thirty years ago, ________ dominated the media landscape.A)
radio and cable televisionB) network television and printC)
outdoor media and interactive mediaD)
radio and mobile mediaE)
interactive media and television12)
Thirty years ago, which of the following was the LEAST popular advertising
media for marketers?A)
radio B) digitalC)
outdoorD)
printE)
television13)
In terms of media habits, the average American spends more time ________ than
________.A)
reading magazines and books; watching televisionB)
reading newspapers; listening to the radioC)
using the Internet; watching televisionD) using the Internet; reading
magazinesE)
reading newspapers; playing video games14)
Which of the following would NOT be classified as a media type?A)
printB)
broadcastC)
InternetD) personal sellingE)
out-of-home15)
________ measures how inexpensively a media vehicle is able to communicate with
a particular customer segment.A)
Media reachB)
Media impactC)
Media engagementD) Media efficiencyE)
Impression16)
________ is a qualitative assessment of the value of a message exposed in a
particular medium.A)
Media reachB) Media impactC)
Media engagementD)
Media efficiencyE)
Impression17)
________ is a measure of how attentively audiences read, watch, or listen to a
particular medium.A)
Media reachB)
Media impactC) Media engagementD)
Media efficiencyE)
Impression18)
Which of the following would be the best media type selection for a company
marketing a complex product that needs to be demonstrated in order for
consumers to understand the benefits it will deliver?A)
radioB)
newspaperC)
out-of-homeD)
magazineE) television19)
All of the following are reasons that marketers may be losing confidence in
network television advertising EXCEPT which one?A)
Production expenses for a polished TV commercial can be substantial.B) Network television no longer
commands the majority of broadcast spending.C)
Many viewers are using DVRs to watch television shows after they have aired.D)
Network television advertising is not as effective at marketing toward smaller
and more narrowly defined target markets.E)
The results of network television advertising are not as easily measurable as
the results of Internet advertising.20)
Broadcast media include all of the following EXCEPT which one?A)
network televisionB)
local televisionC)
cable televisionD)
radioE) the Internet21)
________ is a measure of the number of people who could potentially receive an
ad through a particular media vehicle.A) ReachB)
ImpressionC)
CirculationD)
TrafficE)
Frequency22)
Nielsen Media’s television and radio ratings report which of the following?A)
a particular media vehicle’s impactB)
the level of engagement an audience has with specific television and radio
programsC)
the media efficiency of different television and radio programsD) the percentage of a total available
audience watching or listening to specific programsE)
CPM for a variety of programs23)
CPM stands for ________.A) cost per thousandB)
cost per millionC)
consumer promoted mediaD)
cost per mediaE)
competitively priced media24)
Which of the following statements about radio as an advertising medium is true?A)
Radio advertising is typically quite expensive.B)
National radio advertising opportunities are simple to purchase.C) Radio does an excellent job of targeting
audiences with specific interests.D)
Radio prohibits the use of segmentation strategies.E)
Radio is defined as an out-of-home medium.25)
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 ________.A)
newspapersB)
magazinesC) banner advertisingD)
flyersE)
signs26)
Which of the following statements about magazines as an advertising medium is
true?A) Magazines have long lead times.B)
Magazines do not have a long life span in comparison to other print media.C)
Magazine advertisers almost always use a mass marketing strategy.D)
Magazines do not have a high level of credibility.E)
Magazines have poor reproduction quality of images.27)
A magazine’s ________ can be thought of as a measure of its ________.A)
impact; reachB)
reach; engagementC)
circulation; efficiencyD) circulation; reachE)
efficiency; impact28)
Which media type offers the longest life for an advertisement?A)
radioB)
network televisionC) magazineD)
newspaperE)
cable television29)
Which of the following is an advantage offered by local newspapers?A)
long lifeB)
high pass-along rateC)
high quality imagesD) timelinessE)
increasing readership30)
Which of the following statements about newspapers is true?A)
The reach of a national newspaper such as USA Today is comparable to the
reach of network television.B)
The growing size of online newspaper audiences has offset the decline in
newspaper readership.C)
Newspaper advertisements are so inexpensive that it is cost-effective to reach
a mass audience spread throughout the United States by purchasing advertising
in multiple local newspapers.D)
Newspapers and magazines have similar lead times.E) Professionally written newspaper
articles lend credibility to the ads that appear within the newspaper.31)
The number of times an individual is exposed to an advertising message by a
media vehicle is known as ________. A)
impact B)
reachC) frequencyD)
impressionE)
engagement32)
In comparison with magazines and television, out-of-home media offers a
________.A)
lower frequency B)
higher CPMC)
greater media engagementD)
greater media impactE) less cluttered media environment33)
Which type of interactive media involves the placement of advertisements onto
various Web sites that link to the sponsor’s Web page?A)
classified advertisingB) banner advertisingC)
search marketingD)
mobile advertisingE)
gaming34)
Mobile advertising refers to advertisements delivered through ________.A)
magazines with strong pass-along effectsB)
time-shifting devices such as DVRsC) portable communications devices such
as PDAsD)
outdoor boards near highways and other heavily trafficked locationsE)
posters on buses, trains, and taxis35)
Blogs and social networks are both examples of ________.A) consumer-generated contentB)
broadcast mediaC)
out-of-home mediaD)
search marketingE)
branded entertainment36)
Product placement in television programs and movies is an example of ________.A) branded entertainmentB)
user-generated contentC)
search marketingD)
networkingE)
out-of-home advertising.37)
Branded entertainment is best suited for which of the following?A)
a complex productB)
a product with a niche target marketC)
a new brandD) a brand with mass consumer awarenessE)
a brand with limited consumer awareness38)
The first step in the media selection process is to ________.A)
develop a customer media profileB) establish a media budget and
objectivesC)
create a media planD)
buy mediaE)
place media39)
A media objective is a clear statement conveying ________.A)
which audiences the media will addressB)
goals for profits and revenuesC) what the media plan will accomplish D)
how the product benefits will be conveyedE)
how types of media will be selected for the plan40)
The optimal method for setting a media budget is the ________ approach because
it is based on spending necessary to accomplishing specific media objectives. A)
percentage-of-sales-revenueB)
affordableC)
media footprintD) objective-and-taskE)
media optimization41)
The ________ is a document that describes how an advertiser plans to spend its
media budget to reach its objectives.A)
media auditB)
ad traffickerC)
rate cardD)
media placementE) media plan42) To approximate and compare the relative impact of media
decisions, media planners use ________.A)
media engagementB)
ad traffic plansC)
impressionsD) gross rating points E)
circulation43) GRP is determined by multiplying ________ by ________.A)
impact; impressionsB)
impact; reachC)
engagement; frequencyD) reach; frequencyE)
engagement; impact44) The majority of network television advertising is sold through
________.A) an upfront marketB)
scatter buysC)
rate cardsD)
ad traffickingE)
media auditing45) ________ are officially published prices for media such
as magazines, newspapers, radio, and out-of-home.A)
Upfront marketsB)
Scatter buysC) Rate cardsD)
Ad trafficsE)
Media audits46) ________ is the procedure for getting completed ads to
the correct media firm.A)
Upfront marketingB)
Scatter buyingC)
Media planningD) Ad traffickingE)
Media auditing47)
________ is the adjustment of media plans to maximize their performance.A)
Media buyingB) Media optimizationC)
Media selectionD)
Media planningE)
Media scheduling48)
A ________ measures how well each selected media vehicle performs in terms of
its estimated audience delivery and cost.A)
make-goodB)
media scheduleC)
media flowchartD) media auditE)
media optimization49)
To guide their media planning and plan optimization, some companies use
________ to analyze the effects of different components, such as the impact of
independent media vehicles on a target variable such as sales.A)
media footprintsB)
media flowchartsC) modelingD)
ad traffickingE)
make-goods50)
________ occurs when ads from outside a test market enter the test market area
and have the potential to confuse a marketer’s reach and frequency
calculations, while ________ occurs when ads meant for the test market touch
people in nearby non-test markets.A)
Spill-out; spill-inB) Spill-in; spill-outC)
Auditing; modelingD)
Modeling; auditingE)
Ad trafficking; media optimization51)
Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O
magazine. Because Harpo Enterprises practices integrated marketing
communications, these different brand contacts all maintain ________ in design
and tone.A)
varietyB)
contactC) consistencyD)
creativityE)
convenience52)
Business-to-consumer companies are more likely to emphasize a(n) ________
strategy, while business-to-business companies are more likely to emphasize
a(n) ________ strategy.A) pull; push B)
push; pullC)
pulse; pullD)
integrated communication; targeted communicationE)
targeted communication; integrated communication53)
An ad in a professional journal targeted to an audience of dentists asked
dentists to recommend Crest toothpaste to their patients. It offered toothpaste
samples that dentists could buy at cost to give to their patients to encourage
patients to take better care of their teeth. The manufacturer of Crest
toothpaste was using ________.A)
personal sellingB)
direct marketingC) a push strategyD)
a pull strategyE)
public relations54)
Advertisers are increasingly shifting larger portions of their budgets to media
that cost less and have more specific target audiences. Which of the following
will be harmed the MOST by such a shift? A)
radio B)
newspapersC) network televisionD)
search marketingE)
mobile advertising55)
You receive a report that 68% of your target market has been exposed to your ad
campaign during a given period of time. The information in the report relates
to ________.A) reachB)
frequencyC)
impactD)
engagementE)
ad traffic56)
A full page ad published in Saveur magazine, which focuses on cooking
and enjoying authentic food from around the world, has a total number of
1,500,000 impressions and costs $33,000. What is the CPM for this ad?A)
$49.50B)
$45.45C)
$33D) $22E)
$1857)
Anderson Athletics pays a fee to have its Web site included in a special
section of a search engine’s results when a consumer searches for “soccer
cleats.” This is an example of ________.A)
mobile advertisingB)
classified advertisingC)
print advertisingD) search marketingE)
gaming58)
Sandy is opening a second hair and nail salon in the suburban area of Des
Moines, Iowa. Sandy wants to advertise her new store without spending a great
deal on purchasing media or producing an advertising campaign. However, she
wants to reach a large segment of the population in and around Des Moines. To
promote her grand opening, it would be best for Sandy to place advertisements
in which of the following media vehicles?A)
national newspapersB) local radioC)
beauty magazinesD)
network televisionE)
outdoor boards59)
Some television shows have shown actors drinking a cup of Starbucks coffee. In
these instances, Starbucks has chosen ________ as a marketing tool.A)
networkingB)
direct marketingC)
broadcast advertisingD) branded entertainmentE)
public relations60)
U-Frame-It is a small company that has hired a local ad agency to put together
an advertising campaign. Which of the following questions should be answered
first? A)
What percentage of the budget should be allocated to U-Frame-It radio ads?B)
Which type of media vehicle is most appropriate for U-Frame-It ads?C) What are the media objectives of
U-Frame-It?D)
How does U-Frame-It’s competition advertise?E)
What is the demographic of U-Frame-It’s customer base?61)
An advertisement that is scheduled to run three times during the network
television broadcast of a college football game with an expected reach rating
of 4.0 among men 18-24 would have a GRP of ________.A)
3B)
4C)
7D) 12E)
1362)
Kirsten is a media buyer working for a company that produces frozen side dishes
and entrees. The marketing team at the company wanted to guarantee that
advertisements for its new line of frozen desserts would be aired on at least
two of the most popular new television series of the year. Based on this
requirement, Kirsten most likely purchased the television advertising through
________.A)
ad traffickingB) scatter buysC)
media placementD)
rate cardsE)
upfront marketsRefer
to the scenario below to answer the following questions. The Treble Clef offers a complete
line of sheet music, musical instruments, and novelty gifts of a musical
nature. In recent years, owner Gary Zahn has even served as the local representative
of several musical instrument manufacturers, providing a contact person for
three local school districts. “If we don’t have it, chances are excellent
that we can get it for you,” Gary tells all Treble Clef visitors and
customers. Most walk-ins are particularly
interested in a specific piece of sheet music from a particular era or just
browsing among the hundreds of musical knickknacks in the store. Gary spends
most of his time making presentations to beginning music students at the local
schools and making biweekly visits to the schools in order to deliver
instruments, make minor repairs when possible, or pick up instruments to ship
to the manufacturer for more complicated repairs. After dragging his feet for quite
some time, Gary was convinced that a Treble Clef Web site could benefit a
variety of customers. He began with a simple site explaining store hours and
depicting types of gifts and services available. The site received so much
response that Gary added a question-and-answer option. Questions poured in,
ranging from “Where can I get the sheet music for ‘Hello, Dolly’?” to
“Do you carry clarinet reeds?” to “My saxophone needs two new
pads. When will you be at Elmhurst school to repair it?” The Web site is now
able to accept credit card orders, and gifts can even be wrapped and shipped
for no extra charge. “I don’t know how we did it
without our Web site,” Gary admitted. “It allows us to be so
responsive. And our novelties sales have doubled!”63)
Two music students at one of the local schools the Treble Clef services have
created a “Fans of Treble Clef” page on Facebook. More than 100
current and former students have joined the Facebook group. This is an example
of ________.A)
search marketingB) user-generated contentC)
classified advertisingD)
banner advertisingE)
mobile advertising64)
Gary wanted to increase traffic to Treble Clef’s Web site in hopes of
broadening his customer base to other geographical areas. To help Internet
users looking for sheet music and musical instruments find his Web site, Gary
would most likely use ________.A) search marketingB)
branded entertainmentC)
classified advertisingD)
gamingE)
mobile advertising65)
Gary has decided to spend $35,000 in the next six month advertising Treble
Clef. He has written out a document that lists the different local newspapers,
radio stations, and cable television networks he plans to advertise in, as well
as the number of times he wants advertisements to run and when. The document
also includes a description of the two billboards near the store that Gary
wants to arrange to advertise on for three months. This document is Treble
Clef’s ________.A)
media placementB) media planC)
media auditD)
scatter buyE)
media optimization66)
In most cases, two or more communication tools are used to reach a target
audience.67)
Because of the information technology revolution, few major companies today use
ad agencies to develop advertising campaigns.68)
Marketers of high-priced products, such as automobiles, typically use personal
selling.69)
In comparison to sales promotion and personal selling, advertising is more
effective at moving customers to take action.70)
Some consumers use multiple types of media at the same time.71)
The more media efficient a media vehicle is, the more finely it is able to
target niche demographic segments.72)
Although network television advertising is expensive, the cost per exposure is
relatively low. 73)
The more impressions a type of media can generate, the greater its reach is.74)
In comparison to cable television, radio is a high-cost medium.75)
The audience of national newspapers tends to be more upscale than the audience
of local newspapers.76)
Digital media is also known as broadcast media.77)
A percentage-of-sales-revenue approach to setting a media budget is more
complex than a task-and-objective approach.78)
A media flowchart contains the same basic information as a media plan in a more
visual form.79)
A make-good ad is essentially a replacement for any media that did not run as
scheduled.80)
A test market has a profile similar to that of the control market, but it does
not receive any special treatment.81)
Dry, a maker of a line of men’s and women’s deodorants, is interested in
including only the most efficient media types in its media plan. Dry is
unlikely to include network television in its media plan.82)
On Monday, Brittany decided that she wanted to place an advertisement
announcing a sale at her jewelry store this upcoming weekend. A local newspaper
would be a logical place for Brittany to place her advertisement.83)
As a media buyer, Gus should expect to make newspaper advertising purchases on
the basis of scatter buys.