Question 1

Discuss the strengths and weaknesses of radio advertising.Make recommendations for the types of products and situations in which radio advertising should be used.

Accepted Answer

Radio advertising's strengths are:
1.Abi...

Question 2

Infomercials account for nearly one-fourth of the programming time for most cable stations.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is NOT a strength of radio as an advertising medium?

Accepted Answer

A)   ability to reach segmented audiences 
B)   ability to reach prospective customers on a personal and intimate level 
C)   high CPM 
D)   short lead times 
E)   ability to transfer images from television advertisingF) None of the above
G) A) and E)

Question 4

Consumers consider _____ to be the most cluttered of all media types.

Accepted Answer

A)   television 
B)   radio 
C)   newspaper 
D)   magazines 
E)   billboardsF) A) and D)
G) A) and C) A

Question 5

Station format is a major consideration in the choice of radio vehicles.

Accepted Answer

A) True 
 B)False

Question 6

A strength of radio advertising is _____.

Accepted Answer

A)   the ability to reach segmented audiences 
B)   the ability to reach prospective customers on a personal and intimate level 
C)   low cost per thousand 
D)   short lead-times 
E)   All of these are correct.F) B) and C)
G) A) and C)

Question 7

Which of the following is NOT a limitation of using magazines as an advertising medium?

Accepted Answer

A)   not intrusive 
B)   long lead times 
C)   clutter 
D)   buying difficulty 
E)   fewer geographic optionsF) A) and D)
G) B) and C)

Question 8

Magazine media kits provide prospective advertisers with pertinent cost information in the form of _____.

Accepted Answer

A)   rate kits 
B)   rate sheets 
C)   tear sheets 
D)   media cards 
E)   rate cardsF) None of the above
G) A) and D)

Question 9

From a national advertiser's viewpoint,what are the strengths and weaknesses of advertising in newspapers? Include in your answer the efforts that the newspaper industry has made to make newspapers more attractive to national advertisers.

Accepted Answer

Newspaper advertising's strengths are:Ne...

Question 10

TV program ratings in local markets primarily use _____ to collect information regarding audience viewing habits and the composition of households that view particular programs.

Accepted Answer

A)   tracking devices 
B)   radar scans 
C)   people meters 
D)   paper diaries 
E)   program monitorsF) A) and B)
G) A) and E)

Question 11

The best medium,or combination of media,is determined by counting advantages and limitations.

Accepted Answer

A) True 
 B)False

Question 12

The Eastman Kodak company introduced a 30-minute _____ on TV to promote its new DC210 zoom digital camera.

Accepted Answer

A)   product placement 
B)   infomercial 
C)   sales promotion 
D)   interstitial 
E)   blogF) C) and D)
G) B) and E)

Question 13

Short lead times is a disadvantage of newspaper advertising.

Accepted Answer

A) True 
 B)False

Question 14

A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands,issues related to their brands,and the interests of brand purchasers.These are called _____.

Accepted Answer

A)   e-magazines 
B)   product publications 
C)   customized magazines 
D)   in-house news sources 
E)   blogsF) A) and B)
G) A) and C)

Question 15

The cost of network television advertising depends on _____.

Accepted Answer

A)   the time of day when an ad is aired 
B)   the product being advertised 
C)   the company purchasing the advertising time 
D)   royalties for music 
E)   All of these are correct.F) A) and D)
G) None of the above

Question 16

The best medium to leverage television advertising through the transfer of images is _____.

Accepted Answer

A)   the Internet 
B)   radio 
C)   outdoor 
D)   magazines 
E)   newspaperF) All of the above
G) A) and E) B

Question 17

What is the purpose of the NAA?

Accepted Answer

A)   It increases newspaper circulation. 
B)   It moves newspapers online. 
C)   It decreases the rates newspapers pay for production. 
D)   It simplifies the purchase of newspaper space. 
E)   It hires personnel for large newspapers.F) A) and E)
G) D) and E) D

Question 18

A provider of national radio network ratings is _____.

Accepted Answer

A)   Nielsen Audio's RADAR 
B)   Bruzzone Research Company 
C)   Media Research, Inc. 
D)   Experian Simmons 
E)   GfK Mediamark ResearchF) A) and C)
G) B) and D)

Question 19

With DVR's,people can _____-shift,or record programs and view them whenever convenient.

Accepted Answer

A)   place 
B)   advertising 
C)   time 
D)   media 
E)   attentionF) None of the above
G) A) and B)

Question 20

GfK Mediamark Research Inc._____.

Accepted Answer

A)   provides cost per thousand information for magazines 
B)   measures effectiveness of billboard advertising 
C)   measures effectiveness of point-of-purchase materials 
D)   provides information on advertising to children 
E)   measures the effectiveness of music on retail shoppersF) A) and C)
G) A) and E)

Exam 12: Traditional Ad Media

Discuss the strengths and weaknesses of radio advertising.Make recommendations for the types of products and situations in which radio advertising should be used.

Correct AnswerverifiedRadio advertising's strengths are:1.Abi...View AnswerShow Answer

Infomercials account for nearly one-fourth of the programming time for most cable stations.

Correct AnswerverifiedShow Answer

Which of the following is NOT a strength of radio as an advertising medium?

Correct AnswerverifiedShow Answer

Consumers consider _____ to be the most cluttered of all media types.

Correct AnswerverifiedA

Station format is a major consideration in the choice of radio vehicles.

Correct AnswerverifiedShow Answer

A strength of radio advertising is _____.

Correct AnswerverifiedShow Answer

Which of the following is NOT a limitation of using magazines as an advertising medium?

Correct AnswerverifiedShow Answer

Magazine media kits provide prospective advertisers with pertinent cost information in the form of _____.

Correct AnswerverifiedShow Answer

From a national advertiser's viewpoint,what are the strengths and weaknesses of advertising in newspapers? Include in your answer the efforts that the newspaper industry has made to make newspapers more attractive to national advertisers.

Correct AnswerverifiedNewspaper advertising's strengths are:Ne...View AnswerShow Answer

TV program ratings in local markets primarily use _____ to collect information regarding audience viewing habits and the composition of households that view particular programs.

Correct AnswerverifiedShow Answer

The best medium,or combination of media,is determined by counting advantages and limitations.

Correct AnswerverifiedShow Answer

The Eastman Kodak company introduced a 30-minute _____ on TV to promote its new DC210 zoom digital camera.

Correct AnswerverifiedShow Answer

Short lead times is a disadvantage of newspaper advertising.

Correct AnswerverifiedShow Answer

A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands,issues related to their brands,and the interests of brand purchasers.These are called _____.

Correct AnswerverifiedShow Answer

The cost of network television advertising depends on _____.

Correct AnswerverifiedShow Answer

The best medium to leverage television advertising through the transfer of images is _____.

Correct AnswerverifiedB

What is the purpose of the NAA?

Correct AnswerverifiedD

A provider of national radio network ratings is _____.

Correct AnswerverifiedShow Answer

With DVR's,people can _____-shift,or record programs and view them whenever convenient.

Correct AnswerverifiedShow Answer

GfK Mediamark Research Inc._____.

Correct AnswerverifiedShow Answer

Correct Answer
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Radio advertising's strengths are:
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Newspaper advertising's strengths are:Ne...
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