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Q:
Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of __________.
A. remote media
B. social network advertising
C. place-based media
D. advocacy advertising
E. cooperative advertising
Q:
Nontraditional advertising options found in airports, health clubs, and theaters are called place-based media or __________.
A. out-of-home advertising
B. invasive placements
C. electronic advertising
D. product placements
E. cooperative advertising
Q:
As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options - in airports, doctors' offices, health clubs, or theaters, which are referred to as __________.
A. remote media
B. electronic advertising
C. product placements
D. cooperative advertising
E. place-based media
Q:
The transit authority in Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses. These ads are examples of __________.
A. mobile advertising
B. place-based billboards
C. mobile signage
D. transit advertising
E. transportation advertising
Q:
Buses in some cities are often completely painted as an ad for a particular product. The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus. These ads are examples of __________.
A. transit advertising
B. mobile advertising
C. motorized billboards
D. mobile signage
E. transportation advertising
Q:
Which of the following statements regarding transit advertising is most accurate?
A. The growth in mass transit is declining in major cities.
B. In heavy travel times, when audiences are the largest, transit advertising is not conducive to reading advertising copy.
C. Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood or bus route.
D. Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention while driving.
E. Transit advertising is a form of indoor advertising in stadiums, buses, etc.
Q:
Messages on the interior and exterior of buses, subway cars, and taxis are referred to as
A. transportation messages.
B. public service announcements.
C. transit advertising.
D. public advertising.
E. vehicle advertising.
Q:
Which of the following statements regarding billboards is most accurate?
A. Billboards offer apply opportunity for lengthy advertising copy.
B. Billboards are not a good supplemental reinforcement for well-known products.
C. Billboards are well-suited for pioneering advertising.
D. Billboard sites depend on traffic patterns and sight lines.
E. Billboards are often too expensive for small local firms and are better suited for national campaigns.
Q:
Which of the following statements regarding billboards is most accurate?
A. Billboards are a good supplemental reinforcement for well-known products.
B. Billboards are well-suited for pioneering product advertising.
C. Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert.
D. Billboards are often too expensive for small local firms and are better suited for national campaigns.
E. Billboards are more effective in rural areas than in metropolitan areas.
Q:
One advantage of using a billboard as an advertising medium is that
A. it is environmentally friendly.
B. it has universal appeal.
C. it is particularly suited to national campaigns.
D. it is especially suited for persuasive advertisements.
E. it provides high visibility with a local focus.
Q:
One advantage of using a billboard as an advertising medium is that
A. it is environmentally friendly.
B. it is relatively low-cost.
C. it has universal appeal.
D. it is particularly suited to national campaigns.
E. it is especially suited for pioneering product advertisements.
Q:
One advantage of using a billboard as an advertising medium is that
A. it is environmentally friendly.
B. it has universal appeal.
C. it is particularly suited to national campaigns.
D. it has good reach and frequency.
E. it is especially suited for persuasive advertisements.
Q:
The most common form of outdoor advertising is __________.
A. transit
B. point-of-purchase displays
C. billboards
D. kiosks
E. in-store signage
Q:
Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site but want to keep them free. This practice is called __________.
A. click hamming
B. click spam
C. click botting
D. webtipping
E. webcrawling
Q:
Two of the largest portals for Internet advertising are _________ and __________; both try to filter out illegitimate clicks but advertisers on the sites still claim to be victims of click fraud.
A. Google; AOL
B. Google; Pinterest
C. Google; MSN
D. Google; Yahoo!
E. Google; Bing
Q:
Software programs called __________ are used to practice a form a click fraud where the software produces automatic clicks on ads.
A. click spiders
B. clickbots
C. click spam
D. click hammers
E. click tippers
Q:
A form of click fraud is called PTR, which is an acronym for
A. Paid-to-Read.
B. Ping-to-Read.
C. Profit-to-Read.
D. Place-to-Read.
E. Priced-to-Read.
Q:
The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as
A. deceptive advertising.
B. click fraud.
C. webtipping.
D. click-theft.
E. clickbotting.
Q:
One disadvantage of using the Internet as an advertising medium is
A. as a relatively new medium, it has attracted limited use.
B. animation and interactivity may require long page download times.
C. pay-per-click search ads on Google are expensive and ineffective.
D. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
E. it often creates more traffic than a firm can actually handle.
Q:
One disadvantage of using the Internet as an advertising medium isA. as a relatively new medium, it has attracted limited use.B. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.C. the effectiveness of online advertising is still uncertain.D. it often creates more traffic than a firm can actually handle.E. pay-per-click search ads on Google are expensive and ineffective.
Q:
Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as __________.
A. rich media
B. banner ads
C. interactive media
D. pay-per-click ads
E. infotainment ads
Q:
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. messages are automatically translated into multiple languages.
C. there are no real costs except computers used for initial encoding.
D. online advertising offers an opportunity to reach younger consumers who have developed a preference for online communication.
E. online ads almost always result in a "click," an action that leads to the purchasing of a product.
Q:
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. messages are automatically translated into multiple languages.
C. that rich media can be used to create interactive ads.
D. there are no real costs except computers used for initial encoding.
E. online ads almost always result in a "click," an action that leads to the purchasing of a product.
Q:
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. messages are automatically translated into multiple languages.
C. there are no real costs except computers used for initial encoding.
D. online ads almost always result in a "click," an action that leads to the purchasing of a product.
E. it can use animation to capture attention.
Q:
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. it has video and audio capabilities similar to television.
C. there are no real costs except computers used for initial encoding.
D. online ads almost always result in a "click," an action that leads to the purchasing of a product.
E. messages are automatically translated into multiple languages.
Q:
One advantage of using the Internet as an advertising medium is
A. it is similar to print advertising since it offers a visual message.
B. there is no need to segment markets.
C. messages are automatically translated into multiple languages.
D. there are no real costs except for initial encoding.
E. it is relatively simple to run national online campaign across multiple sites.
Q:
One disadvantage of using the yellow pages as an advertising medium is
A. there is no similar competition.
B. they are difficult to keep up to date.
C. the ads are perishable.
D. few households with telephones have them.
E. they have high delivery costs.
Q:
One disadvantage of using the yellow pages as an advertising medium is
A. the proliferation of directories in many cities.
B. they have extensive accountability and ROI metrics.
C. the ads are perishable.
D. few households with telephones have them.
E. they have high delivery costs.
Q:
One advantage of using the yellow pages as an advertising medium is
A. their short life span.
B. they are used more than 150 billion times annually.
C. the print pages are quicker and easier to use than the Internet.
D. they are more mobile than other information sources.
E. they are available 24 hours and 365 days a year.
Q:
One advantage of using the yellow pages as an advertising medium is
A. there is no competition.
B. the print pages are quicker and easier to use than the Internet.
C. they have a long life span or use period.
D. they are more mobile than other information sources.
E. there are no delivery costs.
Q:
One advantage of using the yellow pages as an advertising medium is
A. there is no competition.
B. the print pages are quicker and easier to use than the Internet.
C. they are more mobile than other information sources.
D. they have excellent coverage of geographic segments.
E. there are no delivery costs.
Q:
The Wall Street Journal and U.S.A. Today each have a national distribution of more than
A. 1.5 million readers.
B. 5 million readers.
C. 15 million readers.
D. 50 million readers.
E. 175 million readers.
Q:
National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be national daily print versions of __________.
A. The National Enquirer and The National Review
B. The Wall Street Journal and U.S.A. Today
C. The Daily Beast and The National Enquirer
D. The New York Times and The Wall Street Journal
E. The Christian Science Monitor and The Huffington Post
Q:
All of the following statements are true about newspapers EXCEPT:
A. local retailers often use newspapers as their sole advertising medium.
B. newspapers are generally limited to ads that call for an immediate customer response.
C. national advertising campaigns rarely include this medium except in conjunction with local distributors of their products.
D. a long lead-time is needed to place an ad in a local newspaper.
E. newspapers have excellent GRPs potential locally.
Q:
One disadvantage of using newspapers as an advertising medium is their
A. inability to cover local markets.
B. long lead time for placing an ad.
C. long life span.
D. relatively high cost.
E. need to compete for reader attention with other features in the newspaper.
Q:
One disadvantage of using newspapers as an advertising medium is their __________.
A. relatively poor color reproduction
B. inability to cover local markets
C. long lead time for placing an ad
D. relatively high cost
E. lack of noise during the communication process
Q:
One disadvantage of using newspapers as an advertising medium is
A. their inability to cover local markets.
B. readers damage the newspaper when clipping its ads.
C. their short life span.
D. the high cost of ads.
E. their quick consumer response.
Q:
One advantage of using newspapers as an advertising medium is their
A. ability to cover national markets.
B. excellent use of color graphics.
C. quick consumer response.
D. their relatively low cost.
E. limited distraction from other features.
Q:
One advantage of using newspapers as an advertising medium isA. their long life span.B. the excellent use of color graphics.C. ads can be clipped and saved.D. quick consumer response.E. limited distraction from other features.
Q:
One advantage of using newspapers as an advertising medium is
A. the ability to cover national markets.
B. the short lead time for placing an ad.
C. excellent color graphics.
D. minimum distraction from other features.
E. extended life span.
Q:
One advantage of using newspapers as an advertising medium is
A. their ability to reach local markets.
B. the long lead time for placing an ad.
C. the long life span.
D. the relatively high cost.
E. competition for reader attention with other features in the newspaper.
Q:
Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in custom jewelry and has been in business for decades. Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images and which reminds them that Trice is the source for all their gift-giving needs?
A. prime time national television
B. magazines targeted toward wealthy residents of Milwaukee
C. radio stations that targets millennials
D. flyers sent to all the Milwaukee zip codes
E. Milwaukee regional newspapers
Q:
Recent studies comparing advertising in different media suggest that magazine advertising
A. takes a relatively short time to read.
B. incorporates four-color graphics too frequently.
C. usually has little competition with other media features.
D. is quickly replacing television advertising.
E. is perceived to be more inspirational than other media.
Q:
One disadvantage of using magazines as an advertising medium is
A. the inability to target specific audiences.
B. the short lead-time needed to place an ad.
C. the need for advertising to effectively compete against other magazine features.
D. the unscheduled nature of their publication.
E. the antagonism with environmentalists.
Q:
One disadvantage of using magazines as an advertising medium is
A. the inability to target specific audiences.
B. the short lead-time needed to place an ad.
C. the relatively high cost.
D. the lack of noise associated with the use of magazines in the communication channel.
E. the antagonism with environmentalists.
Q:
One disadvantage of using magazines as an advertising medium is
A. the inability to target specific audiences.
B. the long lead-time needed to place an ad.
C. the extremely low cost.
D. the antagonism with environmentalists.
E. the lack of noise associated with their use in the communication channel.
Q:
One advantage of using magazines as an advertising medium is
A. the cost of placing a magazine ad is extremely low.
B. it takes a relatively short time to place the ad.
C. the ease of translating consumer interests into a successful publication.
D. there is little need or benefit to incorporate four-color graphics.
E. the ads can be clipped and saved.
Q:
Which of the following is an advantage of using magazines as an advertising medium?
A. it takes a relatively short time to place the ad
B. the cost of placing a magazine ad is extremely low
C. a magazine ad has a long life
D. it is easy to translate consumer interests into a successful publication
E. there is little need or benefit to incorporate four-color graphics
Q:
One advantage of using magazines as an advertising medium is
A. the relatively short time it takes to place an ad.
B. high quality color is available if needed or desired.
C. the cost of placing a magazine ad is extremely low.
D. the ease of translating consumer interests into a successful publication.
E. there is little need or benefit to incorporate four-color graphics.
Q:
One advantage of using magazines as an advertising medium is
A. the ability to target specific audiences.
B. the relatively short time it takes to place an ad.
C. the extremely low cost.
D. the opportunity to compete with other magazine features.
E. the simplicity of the message.
Q:
A western clothing retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between using radio ads or newspaper ads. Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?
A. better reach
B. more effective visuals
C. ads can be saved by consumers
D. better segmentation capability
E. more effective in conveying complex information
Q:
One of the disadvantages associated with radio as an advertising medium is that it
A. has a long exposure time.
B. cannot target specific audiences.
C. cannot use humor, sound, and intimacy effectively.
D. has high cost per contact.
E. is difficult to convey complex messages.
Q:
One of the disadvantages associated with radio as an advertising medium is that it
A. has a long exposure time.
B. cannot target specific audiences.
C. has a perishable message.
D. cannot use humor or intimacy effectively.
E. has not proven to be effective yet.
Q:
One of the advantages associated with radio as an advertising medium is that it
A. has a long exposure time.
B. can target general audiences.
C. has an unlimited amount of advertising time available.
D. is relatively simple to convey complex messages.
E. uses humor, sound, and intimacy effectively.
Q:
One of the advantages associated with radio as an advertising medium is that it
A. has a long exposure time.
B. has a perishable message.
C. has an unlimited amount of advertising time available.
D. allows ads to be placed quickly.
E. is relatively simple to convey complex messages.
Q:
Infomercials refer to
A. public service announcements used to notify local citizens of impending danger due to weather or other natural disasters.
B. a form of advertisement whose sole purpose is to entertain.
C. program-length (30-minute) advertisements that take an educational approach to communication with potential customers.
D. direct response TV and radio ads that air during the late night or weekend mornings.
E. educationally-formatted programming that consumers order privately by using the "On Demand" button on their cable TV remote and DVR set-up box.
Q:
Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as __________.
A. advertorials
B. infomercials
C. advermercials
D. edutainment ads
E. extended advertising messages
Q:
One way TV advertising can reduce wasted coverage is to
A. identify the target market it wishes to address explicitly within the first three seconds of the commercial so the message can be ignored by non-targeted viewers.
B. run shorter ads in a greater number of geographical areas.
C. identify specific times of day or night when the target audience would be more likely to tune in.
D. develop more creative ads so that more people will choose to watch them.
E. run the ads on less expensive, narrowly focused, specialized cable and satellite channels.
Q:
When people outside the target market for the product see a firm's advertisement, it is referred to as __________.
A. wasted coverage
B. media divergence
C. dual exposure
D. over-exposure
E. advertising spill-over
Q:
One of the disadvantages associated with television as an advertising medium is that it
A. requires a long exposure time.
B. cannot target specific audiences.
C. must use print for effect.
D. is difficult to use it to convey complex messages.
E. has an unlimited amount of advertising time available.
Q:
All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:
A. infomercials are increasingly popular because the slow economy has reduced the average cost of a 30-minute block of television time.
B. many advertisers are now choosing less expensive "spot" ads, which run between programs, or 15-second ads, rather than the traditional 30- or 60-second lengths.
C. industry experts predict that 3D televisions will be the preferred viewing devices by 2016.
D. advertisers are increasingly interested in live events rather than programs likely to be recorded and watched later.
E. there are many opportunities for out-of-home TV viewing as televisions can be seen in many bars, hotels, offices, airports, and on college campuses.
Q:
What is the term for households in which people only watch TV through a broadband connection?
A. wasted coverage
B. zero TV
C. wireless TV
D. multimedia TV
E. media divergence
Q:
One of the advantages associated with television as an advertising medium is that it
A. has a short exposure time.
B. is a low-cost medium.
C. as an unlimited amount of advertising time available.
D. can be used to convey complex messages.
E. can use sight, sound, and motion.
Q:
CPM Marketing Dashboard
According to the CPM Marketing Dashboard above, the CPM for the Super Bowl would be approximately
A. $35.
B. $121.
C. $132.
D. $165.
E. $209.
Q:
CPM Marketing Dashboard
According to the CPM Marketing Dashboard above, the CPM for U.S.A. Today would be approximately
A. $35.
B. $120.
C. $132.
D. $165.
E. $209.
Q:
CPM Marketing Dashboard
According to the Marketing Dashboard above, the CPM for Bloomberg Businessweek would be approximately
A. $35.
B. $121.
C. $132.
D. $165.
E. $209.
Q:
Suppose the following information: The cost of a full page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full page color ad in the U.S. national edition of U.S.A. Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl (television) is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the five media alternatives has the HIGHEST CPM?
A. The Wall Street Journal
B. U.S.A. Today
C. Bloomberg Businessweek
D. Sports Illustrated
E. Super Bowl
Q:
Suppose the following information: The cost of a full page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full page color ad in the U.S. national edition of U.S.A. Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad during the most recent Super Bowl (television) is $3,800,000 and has an audience size of 108,400,000. Which of the five media alternatives has the LOWEST CPM?
A. The Wall Street Journal
B. U.S.A. Today
C. Bloomberg Businessweek
D. Sports Illustrated
E. Super Bowl
Q:
Suppose the following information: The cost of a full page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full page color ad in the U.S. national edition Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl (television) is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?
A. reach
B. frequency
C. CPM
D. rating
E. GRP
Q:
If you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000, what would your CPM be?
A. $1.00
B. $2.00
C. $2.50
D. $4.00
E. $5.00
Q:
One of the most common measures in advertising is cost per thousand impressions (CPM). The CPM is calculated as follows:
A. CPM = (Advertising cost ($) Audience size) 100.
B. CPM = (Total revenue ($) Audience size) 1,000.
C. CPM = (Total profit ($) Audience size) 100.
D. CPM = (Advertising cost ($) Audience size) 1,000.
E. CPM = (Total revenue ($) Audience size) 1,000,000.
Q:
The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as
A. GRP
B. CPA
C. TMP
D. CPM
E. CT
Q:
With respect to advertising, CPM is defined asA. the cost of one medium relative to the costs of other media (e.g. direct mail versus television, radio, or outdoor), each of which are divided by the multiple of their respective reach and frequency.B. the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households.C. the cost of reaching 1,000 individuals or households with the advertising message in a given medium.D. the cost per minute of television or radio airtime.E. the number of consumers exposed to an advertising message, in thousands.
Q:
Gross rating points (GRPs) are determined by the formula
A. reach multiplied by frequency.
B. reach multiplied by rating.
C. rating multiplied by cost in dollars.
D. cost divided by reach.
E. cost divided by (reach multiplied by frequency).
Q:
Advertising studies indicate that consumers respond more favorably to __________ with repeated exposure to advertisements.
A. marketing channels
B. brand extensions
C. services
D. ideas
E. fad products
Q:
The owners of a small toy store had a limited advertising budget and were very concerned about spending their advertising dollars wisely. One of their primary advertising goals was to expose customers in the store's limited market area to their advertising messages as often as fiscally possible. The owners of the toy store were most likely concerned with
A. reach.
B. frequency.
C. gross rating points.
D. cost per thousand.
E. ratings.
Q:
Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with __________.
A. frequency
B. CPM
C. reach
D. rating
E. gross rating points
Q:
The average number of times a person in the target audience is exposed to an advertisement is referred to as __________.
A. the exposure rate
B. GRPs
C. frequency
D. the hit rate
E. CPM
Q:
Frequency refers to
A. the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a product or service.
B. the total number of times an advertisement is aired on television or radio.
C. the average number of times a firm airs an advertisement.
D. the number of times an advertisement can be shown before it begins to lose its effectiveness.
E. the average number of times a person in the target audience is exposed to an advertisement.
Q:
A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8:00 p.m. to 10:00 p.m. time period during the November sweeps period. What would be the movie's rating?
A. 10
B. 20
C. 30
D. 40
E. 50