978-0133866339 Chapter 07 Part 4

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135) 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.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 7-5

136) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-5

137) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

138) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

139) 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.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 7-5

140) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

141) All of the following are advantages of using radio except:

A) low production costs.

B) flexibility.

C) long exposure time.

D) intimacy.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

142) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

143) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-5

144) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

145) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

146) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

147) 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.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 7-5

148) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

149) The media which features the best quality of color in ads is:

A) magazines.

B) newspapers.

C) billboards.

D) trade journals.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

150) Of the following media, the medium with the greatest or longest life is:

A) television.

B) radio.

C) magazines.

D) billboards.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

151) The primary medium for business-to-business marketing is:

A) the internet.

B) trade and business journals.

C) newspapers.

D) television.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

152) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-5

153) For many smaller local companies, the least viable advertising option is:

A) newspapers.

B) magazines.

C) billboards.

D) radio.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 7-5

154) In terms of media, local retailers tend to spend the most dollars on:

A) newspaper ads.

B) radio ads.

C) television ads.

D) billboards.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

155) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-5

156) Advertising in newspapers offers each of the following advantages except:

A) high flexibility.

B) high credibility.

C) long life.

D) longer copy or messages.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

157) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

158) Of the following advertising media, the one with the highest level of credibility is:

A) television.

B) radio.

C) newspapers.

D) magazines.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 7-5

159) Television has the potential to offer advertisers the most extensive coverage and highest

reach of any medium.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

160) Print media has the advantage of intrusion value.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-5

161) Many television shows now run as many as 19 minutes of commercials per hour of

programming.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

162) 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.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 7-5

163) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

164) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

165) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

166) Nielsen ratings are used to measure effective reach and effective frequency for television

campaigns.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 7-5

167) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

168) C3 computes a television commercial’s rating plus any viewing of the commercial within

seven days from when the original commercial ran.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

169) 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.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 7-5

170) Social media can be used to enrich television viewing experiences and actually drive

consumers to watch more TV programs.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-5

171) Radio advertising offers the advantage of having definable target markets based on the

radio station’s format.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

172) Radio has the advantage of intimacy, in which the DJ talks directly to the listener.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

173) Radio is not a viable medium for business-to-business ads.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-5