Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 12 Media Basics
1) The term ________ refers to the way messages are delivered to a target audience.
A) marketing
B) engagement
C) media
D) broadcast
E) reach
2) Traditional media have seen a decline in advertising due to increased marketing budgets spent
on which of the following?
A) television
B) digital billboards
C) newspapers
D) direct mail
E) internet advertising
3) IMC plans are ________.
A) multiplatform only
B) multiplatform and multichannel only
C) multiplatform, multichannel, and multitargeted
D) multichannel and multitargeted only
E) multitargeted only
4) Which of the following is NOT a type of measured media?
A) branded entertainment
B) outdoor
C) newspapers
D) magazines
E) radio
5) Which of the following refers to the captivating quality of media that the audience finds
engrossing?
A) connection
B) feedback
C) contact
D) engagement
E) interactivity
6) A media ________ is a specific television program, newspaper, magazine, or radio program.
A) niche
B) touch point
C) platform
D) channel
E) vehicle
7) Paid media buys take the forms of_______ and ________.
A) share; impressions
B) space; time
C) circulation; impressions
D) ratings; share
E) reach; frequency
8) The term ________ refers to the ability of media planners to analyze the cost of a media buy
relative to the size of the medium’s audience.
A) audited media
B) mass media
C) niche media
D) targeted media
E) measured media
9) A company is using ________ when it airs a television commercial to millions.
A) interactive media
B) viral media
C) mass media
D) personal media
E) niche media
10) Which of the following refers to communication channels through which messages can be
sent to identifiable groups of people with a distinct common interest?
A) interactive media
B) viral media
C) mass media
D) personal media
E) niche media
11) Media that offer opportunities for dialogue and two-way conversations between companies
and customers, as well as among consumers, are most accurately described as ________.
A) engaging
B) niche
C) addressable
D) interactive
E) converging
12) The internet, mail, and telephone are all examples of ________ media.
A) interactive
B) traditional
C) addressable
D) earned
E) owned
13) Which of the following is NOT an example of corporate media?
A) stationery
B) movie trailer
C) signage
D) delivery trucks
E) staff appearance
14) Traditional measured media such as print and broadcast are also referred to as ________
media channels.
A) owned
B) earned
C) interactive
D) legacy
E) addressable
15) Which of the following is a type of place-based media channel?
A) radio
B) magazine
C) newspaper
D) kiosk
E) directory
16) The traditional media, such as print and broadcast, are considered ________ media.
A) earned
B) owned
C) paid
D) interactive
E) multiplatform
17) Which of the following would be considered a type of earned media?
A) mobile marketing
B) premiums
C) word of mouth
D) corporate videos
E) sponsorship ads
18) Which of the following is a type of owned media?
A) display ads
B) ads on internet search sites
C) company website
D) customer service
E) ads on out-of-home media
19) Which of the following is an advantage of owned media?
A) creates sense of credibility
B) allows for control
C) lets customers initiate contact
D) reaches prospects
E) persuades easily
20) Which of the following is an interactive advertising placement strategy defined as paid ads
that are so integrated with a web page’s content and design that viewers feel the ad naturally
belongs on the page?
A) freestanding insert
B) addressable media
C) corporate media
D) native advertising
E) quick-response advertising
21) In the evolution of media, the ________ era featured electronic information transmitted
through the internet and saw the birth of e-commerce.
A) print
B) digital
C) broadcast
D) social media
E) traditional
22) Which of the following is another name for cross-media?
A) convergence
B) interactivity
C) niche media
D) measured media
E) multichannel
23) When did Facebook first come online?
A) 1991
B) 1996
C) 2000
D) 2004
E) 2006
24) Which term refers to the digitization of the media, in which all of the mass media save and
transmit information through the same digital forms?
A) convergence
B) interactivity
C) cadence
D) commoditization
E) engagement
25) Which of the following is the most important media change that has occurred over the last
twenty years?
A) the internet
B) online newspapers
C) streaming television
D) the smartphone
E) streaming radio
26) Which medium is more multidimensional and interactive than the internet?
A) television
B) radio
C) print
D) outdoor advertising
E) personal selling
27) Paid media lacks which of the following?
A) message control
B) scale
C) credibility
D) measurability
E) reach
28) Which of the following is an advantage of owned media?
A) message control
B) credibility
C) ease of measurement
D) most engaging
E) most persuasive
29) Which of the following would NOT be considered owned media?
A) websites
B) direct-mail email address lists
C) Facebook sites
D) public relations publications
E) word-of-mouth
30) Scannable QR codes that link to product websites are now being used ________.
A) on television
B) on mobile ads
C) on radio
D) in print ads
E) in branded entertainment
31) Media ________ compile audience measurement data, media costs, and availability data.
A) salespeople
B) researchers
C) distributors
D) reps
E) buyers
32) Who makes the strategic decisions outlined in the media plan?
A) media buyers
B) media researchers
C) media planners
D) media reps
E) media brokers
33) Who sells space and time for a variety of media?
A) media buyers
B) media researchers
C) media planners
D) media monitors
E) media brokers
34) Who implements the media plan?
A) media buyers
B) media researchers
C) media planners
D) media monitors
E) media brokers
35) ________ are independent organizations that specialize in doing media research, planning,
and buying.
A) Media platforms
B) Account planners
C) Media agencies
D) Media buying companies
E) Media brokers
36) ________ work for a specific vehicle, such as a magazine or local television station, with the
objective of building the best possible argument to convince media planners to use the medium
they represent.
A) Media buyers
B) Account planners
C) Media researchers
D) Media salespeople
E) Media brokers
37) Newspaper is the ________, and the Wall Street Journal is the ________.
A) vehicle; medium
B) medium; vehicle
C) medium; execution
D) execution; medium
E) reach; impression
38) A new pizza restaurant is opening in town. The owners of this restaurant decide to place an
advertisement in the town newspaper announcing the date of their big opening. The owners of
the restaurant are using ________.
A) mass media
B) interactive media
C) viral marketing
D) addressable media
E) broadcast media
39) Michelle is a specialist in media planning. She tells clients about media trends in the future.
She often talks about the digitization of media, in which all mass media save and transmit
information through the same digital forms. Through integration, the media work through and
with each other. What media trend is Michelle discussing?
A) interactivity
B) engagement
C) convergence
D) commoditization
E) cadence
40) June’s job at an advertising agency entails identifying and selecting media options based on
research into the audience profiles of various media as well as scheduling and budgeting. What is
June’s job responsibility?
A) media planning
B) media buying
C) account planning
D) account management
E) message development
41) Lisa works at a major advertising agency and is an expert in the television schedule for eight
major markets in the United States. Her job entails identifying specific television shows that will
deliver the desired audience for her agency’s client, negotiating the costs to advertise in them,
and handling the details of billing and payment. What is Lisa’s job title?
A) media planner
B) media buyer
C) account planner
D) creative director
E) account manager
42) Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural
health products and related services. Tara is committed to the principles of IMC, so she is most
likely to require that all media contact points achieve which of the following?
A) Deliver a creative message to her target audience.
B) Connect her brand with the target audience in an engaging way.
C) Provide for clear measures of return on investment.
D) Limit the amount of multichannel communication.
E) Prioritize one-way communication over two-way communication.
43) A ________ identifies the best media to use to deliver an advertising message to a targeted
audience and is a subsection within a marketing communications plan.
A) media impression
B) media vehicle
C) gross impression plan
D) media plan
E) message plan
44) The goal of media planning is to ________.
A) minimize impact and minimize cost
B) maximize impact and minimize cost
C) maximize impact and maximize cost
D) maximize impact and stabilize cost
E) stabilize impact and minimize cost
45) Members of which of the following generational groups grew up with tape recorders, video
games, VCRs, and cable TV, but not cell phones, computers, or internet?
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
46) Members of which of the following generational groups grew up with DVDs, TiVo, satellite
radio, iPods, smart phones, Facebook, and Twitter?
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
47) Members of which of the following generational groups grew up with newspapers,
magazines, and radio, but not television, cell phones, computers, or the Internet?
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
48) Members of which of the following generational groups grew up with the computer, the
internet, and cell phones, but not smart phones or Twitter?
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
49) Which of the following describes multichannel and multimarketing communication areas?
A) mixed media
B) multiplatform
C) addressable media
D) interactive media
E) measured media
50) Which term refers to the way various types of media are strategically combined in a media
plan?
A) media mix
B) message mix
C) media vehicle
D) message frequency
E) media reach
51) Media impact begins with ________.
A) impressions
B) circulation
C) exposure
D) reach
E) frequency
52) The percentage of the media audience exposed at least once to the advertiser’s message
during a specific time frame is known as ________.
A) an impression
B) circulation
C) exposure
D) reach
E) frequency
53) The number of times a person is exposed to an advertisement is known as ________.
A) gross impression
B) circulation
C) exposure
D) reach
E) frequency
54) One person’s opportunity to be exposed one time to an ad in a broadcast program,
newspaper, magazine, or outdoor location is known as ________.
A) an impression
B) circulation
C) exposure
D) reach
E) frequency
55) For print media, ________ refer(s) to copies sold, and ________ estimate(s) the actual
readership.
A) circulation; frequency
B) circulation; impressions
C) frequency; circulation
D) impressions; circulation
E) exposure; gross impressions
56) In the broadcast industry, which of the following converts a raw number of households to a
percentage?
A) gross impressions
B) ratings
C) frequency
D) circulation
E) engagement
57) Which of the following statements is TRUE regarding print media?
A) Circulation measures the actual readership.
B) Impressions estimate the actual readership.
C) Impressions refer to copies sold.
D) Reach is more important than frequency.
E) Frequency is more important than reach.
58) Which term refers to the percent of viewers based on the number of television sets turned
on?
A) rating
B) share
C) gross rating points
D) gross impressions
E) impressions
59) The sum of the total exposure potential expressed as a percentage of the audience population
is called ________.
A) circulation
B) share
C) rating points
D) gross share points
E) impressions
60) The most intrusive medium is ________.
A) radio
B) newspaper
C) television
D) personal selling
E) Internet
61) Giving customers opt-in or opt-out options for receiving brand information digitally is an
effective way to minimize ________.
A) intrusiveness
B) engagement
C) share
D) frequency
E) viral communication
62) As a young woman, Rhonda grew up with newspapers, radio, and television dominating the
media. However, she did not have cable television as a child. As an adult, Rhonda uses a smart
phone, a personal computer, and an e-book reader. Rhonda is part of which generation?
A) Traditionalist
B) Boomer
C) Gen X
D) Gen Y
E) Millennial
63) Ronny finished college three years ago and has been working in the advertising industry ever
since. Ronny feels comfortable adopting technological innovations at work and in his personal
life, perhaps because he is a member of the first generation to grow up with personal computers
and the internet. Ronny belongs to which generation?
A) Traditionalist
B) Boomer
C) Gen X
D) Gen Y
E) Millennial
64) Honda is launching a new SUV and wants to expose the largest possible percentage of the
prime-time TV viewing audience to its message at least once during the next six months. Which
media concept is Honda trying to maximize?
A) frequency
B) impressions
C) reach
D) circulation
E) integration
65) A popular comedy show on Fox network had a rating of 4.0 but a share of 7. Why are these
two numbers different?
A) Rating includes all TV households, and share considers only those households that have their
TVs on at that time.
B) Share includes all TV households, and rating considers only those households that have their
TVs on at that time.
C) Rating is provided by Arbitron and share is provided by Nielsen, and both use different
methods for estimating audience size.
D) Rating is provided by Nielsen and share is provided by Arbitron, and both use different
methods for estimating audience size.
E) Rating compares audience size to the entire TV universe, while share compares only audience
size to other network programming.