Q&A Hero

Q: Advertising in international markets is largely the same as in domestic markets because of globalization.

Q: In Europe print media provide the best way to reach consumers, while in Japan television is the most effective medium.

Q: Although there are a large number of media buying agencies throughout the world, nearly 75 percent of all global media buying is conducted by: A) six large global agencies or their holding agencies. B) U.S. agencies. C) European agencies. D) the WPP group.

Q: Name the challenges present in business-to-business media selection and in international media selection.

Q: Many of the goals of business-to-business advertisements are the same as those devoted to consumers.

Q: In business-to-business advertising, the majority of advertising dollars goes to print media and especially to magazines, both trade and business-related magazines.

Q: Ads in trade journals and other media have a better chance of being noticed by members of the buying center when the firm is either in a straight rebuy or a modified rebuy situation.

Q: Identifying the difference between consumer ads and business-to-business ads is becoming more difficult, especially with television, out-of-home, and internet ads.

Q: In business-to-business advertising, as more dollars are shifted to non-business type of media, the amount being spent on: A) print media has steadily increased. B) trade journals and consumer magazines has steadily increased. C) television, newspapers, and consumer magazines has steadily increased. D) television and radio has steadily increased.

Q: In business-to-business advertising expenditures, the most dollars are spent on: A) television. B) the internet. C) business publications. D) newspapers.

Q: Business-to-business advertising is: A) mostly in newspapers. B) mostly spent on television. C) looking more like consumer ads. D) easier to create because of gatekeepers' screening ads.

Q: The recent shift in business-to-business advertising to more non-business media outlets is due to each of the following reasons except: A) business decision makers are also consumers of goods and services. B) non-business outlets are not as costly and tend to be more effective. C) difficulty of reaching members of the buying center when they are at work. D) clutter in traditional business-to-business media.

Q: One reason for using nonbusiness media to reach business buyers is the difficulty getting through to decision makers, users, and influencers in the buying center. This is especially true in ________ situations. A) straight rebuy B) modified rebuy C) new task purchase D) both modified rebuy and new task

Q: Currently, over half of all business advertising dollars are spent: A) in non-business environments. B) for trade journals. C) for television advertising. D) in alternative media outlets.

Q: The media multiplier effect refers to the combined impact of using two or more media, which is stronger than using either medium alone.

Q: According to research by American Business Media, when business people saw an advertisement in more than one medium it caused: A) a higher level of brand awareness and brand purchases. B) an increase in sales. C) the company or brand name to become top-choice. D) the company or brand name to become top-of-mind.

Q: The media multiplier effect means: A) the combined impact of using two or more media is stronger than using either medium alone. B) the combined effect of television and magazines will increase recall by at least 25 percent. C) the use of both trade journals and consumer journals for business-to-business ads will have a greater impact than using either medium alone. D) that if three different media are used, the combined impact is greater than if only two different media are used.

Q: In determining the optimal media mix for an advertising campaign, the best sources of information would be: A) media representatives. B) creatives and traffic managers. C) account planners and account executives. D) media planners and media buyers.

Q: What are the primary benefits of newspaper advertising? The primary problems?

Q: What are the primary benefits of magazine advertising? The primary problems?

Q: What are the primary benefits of out-of-home advertising? The primary problems?

Q: What are the primary benefits of radio advertising? The primary problems?

Q: What are the primary benefits of television advertising? The primary problems?

Q: Out-of-home advertising tends to have a high level of credibility with consumers.

Q: Of the print media available to advertisers, newspapers offer the best quality color print reproduction.

Q: Newspapers are an excellent advertising medium for local companies.

Q: Retailers like newspaper advertising because it offers geographic selectivity.

Q: One major disadvantage facing magazine advertisers is a decline in magazine readership.

Q: One of the key advantages of magazine advertisements is the short lead-time available, which allows the advertiser to react to current events.

Q: One of the major disadvantages of magazines is the inability to advertise to specific target markets.

Q: Ads on the sides of city buses is a form of out-of-home advertising.

Q: The largest category of expenditures on out-of-home advertising is for local services and amusements.

Q: Billboard advertising tends to have a high CPM.

Q: For local companies, billboards are an effective advertising medium because primarily local audiences see the message.

Q: Out-of-home advertising has changed dramatically with the development of new technologies, such as global positioning systems, wireless communications, and digital display technology.

Q: Radio is not a viable medium for business-to-business ads.

Q: Radio has the advantage of intimacy, in which the DJ talks directly to the listener.

Q: Radio advertising offers the advantage of having definable target markets based on the radio station's format.

Q: Social media can be used to enrich television viewing experiences and actually drive consumers to watch more TV programs.

Q: Media planners utilize spot TV purchases because of the high cost of national ad time and because 75 to 80 percent of prime-time slots are sold during the spring, shortly after they go on the market.

Q: C3 computes a television commercial's rating plus any viewing of the commercial within seven days from when the original commercial ran.

Q: One approach in ratings that has been growing in use is to provide a rating for the actual commercial time slot rather than the television program.

Q: Nielsen ratings are used to measure effective reach and effective frequency for television campaigns.

Q: In terms of TV ratings, a share of 9.3 means that 9.3 percent of the televisions that were turned on were tuned into a particular program, such as CBS News.

Q: A rating of 11.5 means that 11.5 percent of televisions in the United States were tuned into a particular program, such as The Big Bang Theory.

Q: The rating of a television show is measured by dividing the number of households tuned into a particular program by the number of households with a television turned on.

Q: In a sequence of television commercials, advertisements placed at the beginning of the sequence have the best recall. Ads in the middle and end of the sequence have very little impact.

Q: Many television shows now run as many as 19 minutes of commercials per hour of programming.

Q: Print media has the advantage of intrusion value.

Q: Television has the potential to offer advertisers the most extensive coverage and highest reach of any medium.

Q: Of the following advertising media, the one with the highest level of credibility is: A) television. B) radio. C) newspapers. D) magazines.

Q: Advertising in newspapers has all of the following disadvantages except: A) poor national buying procedures. B) short life span. C) poor quality reproduction. D) low credibility.

Q: Advertising in newspapers offers each of the following advantages except: A) high flexibility. B) high credibility. C) long life. D) longer copy or messages.

Q: The major reason retailers tend to use newspapers for advertising is that they: A) are lower cost compared to the other media. B) offer geographic selectivity. C) have a longer life than radio or television. D) show a preference for local retailers.

Q: In terms of media, local retailers tend to spend the most dollars on: A) newspaper ads. B) radio ads. C) television ads. D) billboards.

Q: For many smaller local companies, the least viable advertising option is: A) newspapers. B) magazines. C) billboards. D) radio.

Q: Of the following media, the one that typically requires the longest lead time from ad development to ad appearance is: A) the internet. B) magazines. C) newspapers. D) billboards.

Q: The primary medium for business-to-business marketing is: A) the internet. B) trade and business journals. C) newspapers. D) television.

Q: Of the following media, the medium with the greatest or longest life is: A) television. B) radio. C) magazines. D) billboards.

Q: The media which features the best quality of color in ads is: A) magazines. B) newspapers. C) billboards. D) trade journals.

Q: Magazines offer all of the following advantages except: A) high level of market segmentation. B) high level of color quality. C) long life. D) short ad lead time.

Q: Of the following media, the one that is least able to target specific target markets is: A) television. B) radio. C) magazines. D) out-of-home.

Q: All of the following are disadvantages of out-of-home advertising except: A) short exposure time. B) high cost per impression. C) brief message duration. D) little segmentation possible.

Q: All of the following are advantages of out-of-home advertising except: A) low cost per impression. B) broad reach. C) able to provide in-depth messages. D) accessible for local ads.

Q: Out-of-home advertising has changed dramatically through each of the following technologies except: A) global positioning systems. B) wireless communications. C) social media inteconnections. D) digital display technology.

Q: Of the following, the medium that offers the most effective form of a one-on-one message by the spokesperson in the ad is: A) radio. B) newspaper. C) magazine. D) outdoor.

Q: All of the following are advantages of using radio except: A) high segmentation potential. B) flexibility in making new ads. C) able to modify ads to local conditions. D) easy national purchase procedures.

Q: All of the following are advantages of using radio except: A) low production costs. B) flexibility. C) long exposure time. D) intimacy.

Q: In terms of football's Super Bowl and advertising, all of the following statements are true except: A) 73% of Super Bowl game viewers consider the ads to be entertaining. B) pre-rolling of ads is typically done on the brand's website so the brand can monitor comments and control any negative reaction. C) many advertisers now spend as much time developing a marketing plan for the pre-roll of ads as they do for the actual Super Bowl ad. D) advertisers now gain immediate feedback of its Super Bowl ads through monitoring social media buzz during and immediately following the game.

Q: Many Super Bowl advertisers are now: A) keeping the Super Bowl ads secret until game time. B) releasing the ads on social media during the Super Bowl game. C) placing information about the ads on social media prior to the Super Bowl game. D) releasing pre-roll teasers of its Super Bowl ads on social media prior to the game.

Q: 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: A) recall of its ads. B) brand recognition. C) social media chatter. D) sales.

Q: Marketers now post television commercials on YouTube simultaneously with the TV launch, which is a practice called: A) spot roll. B) in-stream. C) dynamic advertising. D) pre-roll.

Q: By monitoring online social chatter, brand managers that want to advertise on television can gain: A) data regarding what fans are saying about various brands. B) information about which ads are being watched on TV. C) a better perspective regarding the television shows that offer the best match for placing ads. D) information on which social media to use with television and radio advertising.

Q: In terms of social media and television, research by Nielsen's Social Guide Service found that the heaviest Twitter activity occurred: A) just prior to a particular TV show. B) during commercial breaks. C) during the TV show. D) immediately following the TV show.

Q: DirecTV targeting television ads for high-end automobiles to its subscribers who are watching sports and have family incomes above $100,000 is called: A) spot ratings. B) targeted ratings. C) dynamic advertising. D) C3 ratings.

Q: 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: A) spot ratings. B) targeted ratings. C) dynamic advertising. D) C3 ratings.

Q: A new system called "On Demand C3" produces a rating for: A) the television show as well as each ad pod. B) an entire ad pod. C) each ad within a pod that has been viewed within 3 days. D) each ad within a pod and any post launch viewing within 3 days on DVRs.

Q: 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? A) In the first position B) Near the beginning C) In the middle D) At the end

Q: A television commercial's rating plus any viewing three days after the original first aired is called a: A) spot rating. B) TV C rating. C) Nielsen commercial rating. D) C3 rating.

Q: In terms of television ratings, an approach that has been growing in use is: A) net rating points rather than gross rating points, GRPs. B) gross impressions and OTS. C) Nielsen's national rating points. D) providing a rating for the actual commercial spot, called C3 ratings.