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92) Many advertisers doubt the validity of the three-exposure hypothesis primarily because of:
A) the number of media now available to advertisers has increased substantially.
B) ad clutter.
C) the power of the internet.
D) the synergistic effect of using multiple media in an advertising campaign.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 7-4
93) The traditional three-exposure hypothesis is based on:
A) selective attention exposure.
B) effective reach and effective frequency.
C) intrusion value.
D) media multiplier effect.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 7-4
94) Intrusion value is:
A) the ability of an ad to capture a viewer's attention without his or her voluntary attention.
B) the degree to which an ad is involuntarily recalled.
C) the perception that an ad was effective.
D) using separate attention processes.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-4
95) Recency theory is based on the:
A) concept that the last ad a person sees has the greatest impact.
B) concept that at least three exposures to an ad are necessary for the ad to be effective.
C) use of intrusion value.
D) belief that consumers have selective attention.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-4
21
96) Recency theory suggests that a member in a buying center who is prepared to purchase a
copier has:
A) to see at least three ads for copier machines before it is noticed.
B) an intrusion threshold for copier ads.
C) selective attention to copier ads.
D) high interest in copier ads on a year-round basis.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 7-4
97) Which approach suggests that one ad exposure is enough to affect an audience when that
person or business needs the product or has an interest in the product?
A) Three-hypothesis theory
B) Recency theory
C) The media multiplier effect
D) The intrusion value concept
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-4
98) Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to
marry him. Now every ad for jewelry catches his attention. The approach that explains this is:
A) intrusion value.
B) media multiplier effect.
C) recency theory.
D) three-exposure hypothesis.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 7-4
99) Based on recency theory, the best media strategy for a firm advertising lawn mowers would
be to:
A) place an ad in few media, but use a high frequency level.
B) maximize reach through using multiple media and multiple outlets.
C) maximize frequency through using just a few media outlets.
D) utilize broadcast media that offer the lowest CPM.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 7-4
22
100) Effective frequency refers to the:
A) number of times a target audience must be exposed to an ad for it to be effective.
B) percentage of the audience that must be exposed to an ad to achieve an objective.
C) percentage of the audience that has seen the ad a minimum of three times.
D) degree of selective attention given by the target audience relative to the objective.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-4
101) The number of times a target audience must be exposed to a message to achieve a particular
objective is called:
A) gross rating points.
B) effective reach.
C) effective frequency.
D) opportunities to see.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-4
102) Effective reach refers to the:
A) number of times a target audience must be exposed to an ad for it to be effective.
B) percentage of the audience that must be exposed to an ad to achieve an objective.
C) percentage of the audience that has seen the ad a minimum of three times.
D) degree of selective attention given by the target audience relative to the objective.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-4
103) The percentage of a target audience that must be exposed to a message to achieve a
particular objective is called:
A) gross rating points.
B) effective reach.
C) effective frequency.
D) opportunities to see.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-4
23
104) If effective reach and/or effective frequency are too high:
A) the company needs a larger advertising budget.
B) the company spent all of its advertising budget.
C) some of the company's budget is very likely being wasted on extra exposures.
D) the company may need to choose additional media for future ads.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 7-4
105) If the objective of an advertising campaign is to increase brand recognition, then the
emphasis should be on:
A) the visual presentation of the product and/or logo.
B) a high level of frequency.
C) using persuasive advertising.
D) using an emotional appeal.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 7-4
106) If the objective of an advertising campaign is to increase brand recall, then the emphasis
should be on:
A) the characteristics of the target market.
B) a high level of frequency.
C) a high level of reach.
D) both a high level of frequency and a high level of reach.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 7-4
107) Television advertising rates are primarily determined by:
A) Nielsen ratings.
B) television share.
C) frequency and reach.
D) GRPs.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-4
24
108) The primary advantage radio has that is not available in the other mass media outlets is:
A) low cost per contact.
B) intimacy.
C) long exposure duration.
D) highly targeted market segmentation.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 7-4
109) Recency theory is based on the concept of intrusion value.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-4
110) Intrusion value is the ability of media or an advertisement to capture a viewer without his or
her voluntary attention.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-4
111) Recency theory suggests a person must see an advertisement a minimum of three times
before it can have an effect.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-4
112) Recency theory suggests that it is a waste of money when an advertisement reaches an
individual or business that does not need a particular product or does not have an interest in the
product.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 7-4
25
113) Recency theory suggests that in terms of media strategy it is better to maximize frequency
rather than reach.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 7-4
114) In the business-to-business arena, applying recency theory means that ads should appear in
a number of outlets rather than a series of ads in one trade journal.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 7-4
115) Effective frequency is the number of times a target audience must be exposed to a message
to achieve a specific objective.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-4
116) Effective reach is the percentage of an audience that is exposed to an advertising message.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-4
117) If the objective of an advertising campaign for JD Bank is to increase brand recall, then
reach is more important than frequency.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 7-4
118) In general, an advertising campaign featuring ads in two or more different types of media
has a greater effective reach than a campaign with the same number of total ads, but using only
one medium.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 7-4
26
119) Television offers all of the following advantages except:
A) high reach.
B) high frequency potential.
C) low cost per contact.
D) narrowly defined target markets.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-5
120) Television offers all of the following advantages except:
A) low cost.
B) quality creative opportunities.
C) high frequency potential.
D) high intrusion value.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-5
121) Which of these media offers the most extensive coverage and the highest reach?
A) Radio
B) Newspapers
C) Television
D) The internet
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-5
122) An advertisement on television will have the biggest impact:
A) at the beginning or end of a set of ads.
B) in the middle of a set of ads.
C) during an infomercial.
D) when the ad is 15 seconds rather than 30 or 45.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-5
27
123) Individuals who are high users of social media also tend to:
A) watch more television.
B) read more magazines.
C) read more newspapers.
D) pay closer attention to advertising.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-5
124) In-stream and pre-roll releases of commercials appear on venues such as:
A) network television.
B) YouTube.
C) Twitter.
D) movie trailers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-5
125) The number of households tuned into a program divided by the total number of households
in the United States calculates a television program's:
A) rating.
B) recall.
C) relevance.
D) reach.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-5
126) Ratings measure the:
A) relative efficiency of a media vehicle in hitting a target market.
B) percentage of households tuned into a particular television show or viewing a medium such as
a magazine.
C) quality of the vehicle relative to its promotional impact.
D) degree of clutter on a given night.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-5
28
127) A Nielsen rating of 15.3 for a CSI television show means:
A) 15.3 percent of viewers of CSI watched the ads during the show.
B) of the televisions that were turned on in the U.S., 15.3 percent were tuned to the CSI show.
C) 15.3 percent of all televisions in the U.S. were tuned to the CSI show.
D) of those watching the CSI show, 15.3 percent matched the advertisers target market.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 7-5
128) The number of households tuned into a program divided by the total number of households
with a television turned on calculates:
A) the rating.
B) recall.
C) the share.
D) frequency.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-5
129) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-5
130) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-5
29
131) 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
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-5
132) 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.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 7-5
133) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-5
134) 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.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 7-5
30
