978-0133866339 Chapter 07 Part 5

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174) Out-of-home advertising has changed dramatically with the development of new

technologies, such as global positioning systems, wireless communications, and digital display

technology.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

175) For local companies, billboards are an effective advertising medium because primarily local

audiences see the message.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

176) Billboard advertising tends to have a high CPM.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

177) The largest category of expenditures on out-of-home advertising is for local services and

amusements.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

178) Ads on the sides of city buses is a form of out-of-home advertising.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

179) One of the major disadvantages of magazines is the inability to advertise to specific target

markets.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

180) One of the key advantages of magazine advertisements is the short lead-time available,

which allows the advertiser to react to current events.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

181) One major disadvantage facing magazine advertisers is a decline in magazine readership.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

182) Retailers like newspaper advertising because it offers geographic selectivity.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

183) Newspapers are an excellent advertising medium for local companies.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

184) Of the print media available to advertisers, newspapers offer the best quality color print

reproduction.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

185) Out-of-home advertising tends to have a high level of credibility with consumers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

186) What are the primary benefits of television advertising? The primary problems?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

187) What are the primary benefits of radio advertising? The primary problems?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

188) What are the primary benefits of out-of-home advertising? The primary problems?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

189) What are the primary benefits of magazine advertising? The primary problems?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

190) What are the primary benefits of newspaper advertising? The primary problems?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-5

191) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-6

192) 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.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 7-6

193) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-6

194) The media multiplier effect refers to the combined impact of using two or more media,

which is stronger than using either medium alone.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-6

195) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-7

196) 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

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-7

197) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-7

198) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-7

199) In business-to-business advertising expenditures, the most dollars are spent on:

A) television.

B) the internet.

C) business publications.

D) newspapers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-7

200) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-7

201) Identifying the difference between consumer ads and business-to-business ads is becoming

more difficult, especially with television, out-of-home, and internet ads.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-7

202) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-7

203) In business-to-business advertising, the majority of advertising dollars goes to print media

and especially to magazines, both trade and business-related magazines.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-7

204) Many of the goals of business-to-business advertisements are the same as those devoted to

consumers.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 7-7

205) Name the challenges present in business-to-business media selection and in international

media selection.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-7

206) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 7-8

207) In Europe print media provide the best way to reach consumers, while in Japan television is

the most effective medium.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 7-8

208) Advertising in international markets is largely the same as in domestic markets because of

globalization.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 7-8

209) While many tactics used to develop advertising campaigns in the United States apply to

international advertising, differences do exist in terms of the nature of the target market, media

preferences, and the processes used to buy media time and space.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 7-8