Adver380 test 3
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- The functions of a media department in an advertising agency do NOT include: a. media planning b. conducting media research c. producing media messages d. executing media buying e. none of the above
- c. producing media messages
- Which of the following data measures the potential for sales of the brand based on the population in the market? a. brand sales b. BDI c. CDI d. brand equity e. none of the above
- b. BDI
- Which of the following sections is the most important in a media plan book? a. cover b. situation analysis c. creative strategy d. media selection & flowchart
- b. situation analysis
- What is the Universe of your media schedule?
- All names (10)
- How many impressions does your media schedule generate?
- Media x Names (18)
- One reason newspapers are a positive environment for advertisers is their: a. retention rates b. reputation for credibility c. focus on diversity d. high recall rate
- b. reputation for credibility
- The audience newspapers appeal primarily to is: a. low-income people ages 18 and older b. medium-income people ages 55 and older c. upscale women ages 25–45 d. upscale adults ages 35 and up
- d. upscale adults ages 35 and up
- Which of the following is a problem for newspapers? a. low-reader involvement b. high-reader involvement c. high ratio of advertising to total content, with less than 30 minutes devoted to “reading,†which means that few ads are read d. high c
- c. high ratio of advertising to total content, with less than 30 minutes devoted to “reading,†which means that few ads are read
- Local advertising produces what percent of all newspaper advertising revenues? a. 50 percent b. 84 percent c. about 40 percent d. 25 percent
- b. 84 percent
- Advertising NOT categorized as classified is called: a. display b. open c. national d. banner
- a. display
- Ceteris paribus (all other things being equal), which of the following rates is the most expensive one? a. a flat rate b. an open rate c. a short rate d. a discount rate
- b. an open rate
- Which of the following is the balance advertisers have to pay if they estimated that they would run more advertisements in a year than they did and entered a contract to pay at a favorable rate? a. a short rate b. a flat rate c. an open rate d.
- a. a short rate
- The true American national newspaper with the largest circulation is a. USA Today b. The New York Times c. The Wall Street Journal d. Daily Evergreen
- a. USA Today
- The most credible newspaper circulation reports are produced by a. Newspaper Association of America b. Audit Bureau of Circulation c. Nielsen Media Research d. Federal Communications Commission
- b. Audit Bureau of Circulation
- A joint promotion of a national advertiser (manufacturer) and a local retail outlet on behalf of the manufacturer’s product on sale in the retail store is called a. display advertising b. national advertising c. local advertising d. co-op adve
- d. co-op advertising
- In the United States, the range and number of magazines offer advertisers the opportunities to: a. reach readers enjoying particular lifestyles b. reach readers with special interests c. reach readers with specific demographics d. reach narrowly d
- e. all of the above
- Magazines enjoy an unique position in advertising media because they: a. have a long life b. are portable c. are passed along to other readers d. all of the above
- d. all of the above
- Because of large number of specialized magazines, it is difficult for an advertiser: a. to find a single magazine that reaches the majority of the general public b. to find magazines that cater to the targeted audience c. to justify placement in a m
- a. to find a single magazine that reaches the majority of the general public
- What is the percentage of consumer magazines sold over the newsstand versus by subscription? a. 50/50 b. 0/100 c. 30/70 d. 80/20
- c. 30/70
- The most common and oldest partial-run edition that is NOT for testing ad concepts is the: a. demographic b. geographic c. vocational d. agricultural e. split-run
- b. geographic
- In split-run editions, advertisers can test the effectiveness of: a. size of the ad b. the headline or illustration c. position in the publication d. the size and position of a coupon
- b. the headline or illustration
- A standard page size in most magazines is: a. 4 x 6 inches b. 11 x 14 inches c. 8 x 10 inches d. 8.5 x 11 inches
- c. 8 x 10 inches
- The back cover of a magazine is called a. the first cover b. the second cover c. the third cover d. the fourth cover e. the fifth cover
- d. the fourth cover
- Which of the following is used to compare cost efficiency of different newspapers and magazines? a. Cost per point (CPP) b. Unit Cost c. Impression d. Cost per thousand (CPM)
- d. Cost per thousand (CPM)
- The color choices of a magazine ad include a. black and white b. 2-color c. 4-color d. 8-color e. a, b, and c f. all of the above
- e. a, b, and c
- Historically, top TV programming’s rating has been: a. Rising b. Dropping c. Unchanged d. Mixed
- b. Dropping
- The trade organization for Cable TV is: a. National Cable & Telecommunications Association b. Television Bureau of Advertising c. Nation Cable TV Association d. None of the above
- a. National Cable & Telecommunications Association
- Which of the following is NOT a benefit of TV advertising? a. High reach b. Creative flexibility c. TV spot is relatively cheap to produce and buy d. None of the above
- c. TV spot is relatively cheap to produce and buy
- Which of the following is NOT a limitation of TV advertising? a. The television message is short-lived and easily forgotten without expensive repetition b. The television audience is fragmented and skewed to higher income consumers c. Channel surfin
- b.The television audience is fragmented and skewed to higher income consumers
- CSI had 10,000,000 viewers in the week of April 13, 2009. There were about 100,000,000 TV households in the U.S. in that week. Of the 100,000,000 TV households, 50,000,000 actually watched television in that week. Based on the data in question 7, CSI’
- c. 20
- Station clearance in network TV advertising refers to: a. The airtime national networks reserved for advertising spots sold by local affiliates. b. The airtime local affiliates reserved for advertising spots sold by national networks. c. The approva
- b. The airtime local affiliates reserved for advertising spots sold by national networks.
- Which of the following TV buys sell the most TV spots? a. Up-front buys b. Scatter buys c. Individual buys d. None of the above
- a. Up-front buys
- For TV, prime time is: a. 4:30-7:30pm Monday-Friday b. 7:30-11:00pm Monday-Saturday c. 8:00-11:00pm Monday-Saturday d. 11:00-11:30pm Monday-Friday
- c. 8:00-11:00pm Monday-Saturday
- Which of the following is the most popular form of radio advertising? a. AM radio b. FM radio c. HD radio d. Satellite Radio e. Internet Radio
- b. FM radio
- Which of the following is NOT a benefit of radio advertising? a. Primary medium for targeting large mass audience across segments b. Mobile medium going with listeners into the marketplace c. Medium with relatively low production costs and immediacy
- a. Primary medium for targeting large mass audience across segments
- Which of the following is the best but least available daypart for radio advertising? a. Morning Drive b. Midday c. Afternoon Drive d. Evening e. Overnight
- c. Afternoon Drive
- To make an effective radio buy, you would use the following basic audience measure(s): a. Arbitron b. MSA and TSA c. AQH d. Cume e. c or d
- e. c or d
- A cume rating would: a. provide the proportion of people with a radio listening to a specific station at a particular time b. provide the percentage of different people listening to a station during several quarter-hours or dayparts c. provide a rat
- b. provide the percentage of different people listening to a station during several quarter-hours or dayparts
- If you want to target females who are watching light news, which of the following dayparts should you buy? a. Morning b. Daytime c. Early Fringe d. Prime Time e. None of the above
- a. Morning
- Which of the following radio dayparts is most likely to feature syndicated programming? a. Morning drive b. Afternoon drive c. Evening d. None of the above
- c. Evening
- Which of the following radio dayparts requires the shortest radio spot? a. Morning drive b. Afternoon drive c. Evening d. None of the above
- a. Morning drive
- Which of the following rates is the most expensive TV rate? a. Run of schedule b. Preemption rate c. Package rate d. Product protection
- b. Preemption rate
- Which of the following media is the best reaching a broad and diverse audience? a. Radio b. Network TV c. Cable TV d. None of the above
- b. Network TV
- For a general programming like 30 Rock to make strip syndication, it needs at least: a. 1 year/26 episodes b. 10 years/500 episodes c. 5 years/130 episodes d. No minimum requirement
- c. 5 years/130 episodes
- Which of the following statements is true about TV and radio advertising? a. Both of their cost efficiencies are measured by CPP b. Both of their cost efficiencies are measured by CPM c. Both rating numbers are provided by Nielsen Media Research d
- a. Both of their cost efficiencies are measured by CPP
- Based on the data provided in this class, which of the following statements is true? a. The most visited website is also the number one site where people spend their time b. People are spending more and more time on portal websites c. MySpace has mo
- e.None of the above
- Which of the following is NOT a form of Internet Advertising? a. Keyword Search b. Display Advertising c. Sponsorships d. Email e. Classifieds f. Catalog
- f. Catalog
- _____ has the largest share of keyword ads. a. Yahoo! Sponsored Search b. Facebook Keyword Search c. Google AdWords d. None of the above
- c. Google AdWords
- Which of the following statements about display ads is NOT true? a. Most common position of display ads is top of page b. It offers instant measurability c. Its effectiveness is immediate d. It can be static or animated
- c. Its effectiveness is immediate
- Which of the following is NOT an advantage of email ads? a. It requires no postage b. It can be tailored for a particular consumer segment c. It is cheaper than direct marketing d. It has a high response rate
- d. It has a high response rate
- Which of the following is your favorite class? a. Adver 380 Advertising Principles and Practices b. Phys 450 Introduction to Quantum Mechanics c. Math 315 Differential Equations d. Mus 302 Piano
- a. Adver 380 Advertising Principles and Practices
- Although traditional billboards are the primary source of out-of-home advertising revenues—accounting for 64 percent—other categories include all EXCEPT: a. street furniture b. alternative outdoor c. transit d. stadiums e. gas pumps
- b. alternative outdoor
- Outdoor advertising is ideal if an advertiser wants to: a. deliver a message to almost all adults in a geographic market with high frequency and at a very low cost per exposure b. convey a detailed message that can be easily understood at a low cost
- a. deliver a message to almost all adults in a geographic market with high frequency and at a very low cost per exposure
- Which of the following forms of Out-of-Home advertising accounts for the largest share of advertising revenues? a. Billboards b. Transit Advertising c. Spectaculars d. None of the above
- a. Billboards
- Which of the following is NOT a leading Out-of-Home advertising agency: a. Clear Channel Outdoor b. Lamar Advertising c. CBS Outdoor d. WPP
- d. WPP
- Which of the following has NOT contributed to the popularity of out-of-home advertising? a. low cost to achieve high reach and frequency b. advertiser diversification leading to an improved public image c. modest replacement costs d. increasingly
- c. modest replacement costs
- Cost efficiency of Out-of-Home advertising is measured by? a. Cost per point b. Cost per thousand c. Cost per household d. Cost per panel
- b. Cost per thousand
- Transactional promotional tactics are associated with: a. increasing long-term value b. stimulating an actual purchase of a product or service c. building brand equity d. creating consumer goodwill e. all of the above
- b. stimulating an actual purchase of a product or service
- Relational promotional tactics are associated with: a. increasing short-term value b. stimulating an actual purchase of a product or services c. connecting with the customer d. offering free gifts e. all of the above
- c. connecting with the customer