66) Fishing Gear sells a range of fishing products to outdoor enthusiasts and serious fishermen.
Fishing Gear wants to reach its target market in a way that minimizes intrusiveness. Which of the
following would be the best fit for Fishing Gear?
A) personal selling
B) print ads in Fishing and Hunting News
C) commercials on cable television
D) emails to all individuals with a fishing license
E) banner ads on websites
67) What is Allison’s job function?
A) media planner
B) rate negotiator
C) media buyer
D) account planner
E) account buyer
68) The media plan calls for placing ads in all the major newspapers in the southeastern United
States. Because newspaper is primarily a local medium, Allison seeks the services of a
professional to assist her in placing the buy with one order. Allison needs to contact a ________.
A) media researcher
B) customer service rep
C) media rep
D) media-buying service
E) media consolidator
69) Allison is working with a client that is preparing a national launch of a new line of packaged
snacks. The client wants to maximize the reach of its marketing communication efforts. Which
of the following media vehicles should Allison recommend?
A) network television shows with low rating points
B) network television shows with high rating points
C) local radio shows with high share of audience
D) local radio shows with low share of audience
E) special interest magazines with niche audiences
70) Allison is working with a client that wants to maximize frequency over a one-month period.
Which of the following media should Allison NOT recommend to this client?
A) radio
B) daily newspapers
C) monthly magazines
D) network television
E) cable television
71) Through the use of ________, online ads are placed near topics of interest that people search
for online.
A) mobile marketing
B) viral communication
C) social networking
D) guerilla marketing
E) search marketing
72) ________ such as Twitter and Facebook build on the interactivity of the Internet.
A) Social media
B) E-commerce sites
C) Video games
D) Branded entertainment
E) Advertainment
73) Marketing that reaches people on the street and in public places is called ________
marketing.
A) word-of-mouth
B) viral
C) search
D) experiential
E) guerilla
74) What does the term viral marketing mean?
A) It is another term for online privacy.
B) It is another term for online security.
C) It refers to problems associated with computer viruses.
D) It refers to buzz that gets rapidly passed through a network of friends.
E) It refers to negative publicity associated with company blogs.
75) Viral marketing primarily uses which of the following communication channels?
A) billboards
B) print media
C) radio
D) broadcast media
E) social media
76) All of the following are trends in the modern media landscape EXCEPT which one?
A) Media consumers are in control of their media.
B) Media consumers are passive rather than active.
C) Lives are media focused.
D) There are more media choices than ever before.
E) People use more than one medium at a time.
77) ________ is branded entertainment, designed to engage customers with brands.
A) Advertainment
B) Instant messaging
C) Experiential marketing
D) Guerilla marketing
E) Owned media
78) A local business that hires a sign holder to stand on the sidewalk, trying to catch the attention
of passersby by promoting a special marketing event, is using ________.
A) guerrilla marketing
B) viral marketing
C) product placement
D) advertainment
E) mobile marketing
79) Which of the following refers to a brand appearing in a television program or movie as a
prop?
A) product placement
B) advertainment
C) guerilla marketing
D) viral marketing
E) branded entertainment
80) Which of the following is NOT an advantage of product placement?
A) demonstrates product use in a natural setting by people who are celebrities
B) unexpected and catches the audience when resistance to advertising messages may be dialed
down
C) effective even if there is not a match between the product and the movie or its audience
D) good for engaging the affections of other stakeholders, such as employees and dealers,
particularly if the placement is supported with its own campaign
E) can be supported with its own campaign
81) Which of the following has been referred to as “stealth advertising” by the Writers Guild of
America?
A) branded advertainment
B) branded apps
C) mobile marketing
D) product placement
E) consumer-generated content
82) The animated program City Hunters, created for the Axe brand, is an example of ________.
A) advertainment
B) viral marketing
C) alternative media
D) subliminal advertising
E) guerilla marketing
83) Which of the following relies on the power of personal communication in consumer decision
making?
A) word of mouth
B) advertainment
C) guerilla marketing
D) product placement
E) search engine advertising
84) ________ is the strategy based on reaching people with a message when they are near a
store.
A) Viral marketing
B) Experiential marketing
C) Mobile marketing
D) Digital marketing
E) Search marketing
85) Which form of nontraditional media is most limited by a small reach?
A) product placement
B) branded entertainment
C) advertainment
D) mobile marketing
E) guerrilla marketing
86) Some television shows have shown actors drinking a cup of Starbucks coffee. In these
instances, Starbucks has chosen ________ as a marketing tool.
A) networking
B) guerrilla marketing
C) broadcast advertising
D) product placement
E) advertainment
87) Uptown Cleaning Crew is a company that provides house cleaning services in major urban
and suburban areas. Marketers at Uptown Cleaning Crew developed a short, humorous video
promoting the company’s services, and they hope that customers who see the video will be so
entertained that they will pass it on to their friends and colleagues. The marketers at Uptown
Cleaning Crew are using ________.
A) guerilla marketing
B) viral communication
C) product placement
D) mobile marketing
E) branded apps
88) Which of the following has the most in common with broadcasting?
A) guerilla marketing
B) out-of-home advertising
C) search marketing
D) Twitter
E) eBay
89) For the launch of a new camera in Korea, Nikon created a celebrity “red carpet” experience
in a Seoul subway station. Commuters walked on a red carpet past a billboard filled with life-like
images of photographers. When a commuter walked directly in front of the billboard, lights
flashed on the board, creating the illusion that the commuter was a celebrity having his or her
photo snapped by dozens of reporters. This is an example of ________.
A) guerilla marketing
B) traditional marketing
C) product placement
D) mobile marketing
E) advertainment
90) A producer of beverages and snack foods wants to market its products to the 18-to-34-year-
old demographic by providing incentives to respond instantly to time-sensitive offers redeemable
at nearby stores. Which forms of marketing would this producer most likely choose?
A) advertainment
B) guerilla marketing
C) mobile marketing
D) product placement
E) podcasting
91) The media are used primarily for advertising.
92) The majority of revenue in print and broadcast media comes from advertising.
93) The distinction between mass media and niche media is based entirely on size.
94) The internet, mail, and telephone are all considered addressable media.
95) Interactive media is more useful than mass media for engaging consumers in brand-related
conversations.
96) IMC plans are multiplatform, multichannel, and multitargeted.
97) The internet is the most multidimensional medium available to advertisers.
98) In the major media categories, the ad spend in newspapers is anticipated to continue to
decrease.
99) The traditional television advertising model is projected to continue to account for the
biggest spend in advertising.
100) Media brokers work for a specific medium, such as a magazine or local television station,
and their objective is to build the best possible argument to convince media planners to use the
medium they represent.
101) Media buyers develop the strategic decisions outlined in the media plan.
102) Media convergence has occurred because nearly every media vehicle has one or more
websites.
103) In traditional mass media, communication is a one-way process.
104) Media planning should begin after message planning is complete.
105) A media mix is the way various types of media are strategically combined in a media plan.
106) The term multiplatform describes multichannel and multimarketing communication areas.
107) Gross impression refers to the number of times a person is exposed to an advertisement.
108) The broadcast industry uses ratings rather than gross impression figures.
109) The share figure is always larger than the rating for television because the base is smaller.
110) Most media plans focus on reach objectives rather than frequency objectives.
111) Most media use intrusiveness to some degree as a way to grab the attention of media
consumers.
112) Intrusiveness is the primary strategy for countering clutter in the media environment.
113) Boomers are in their 30s and 40s and grew up with tape recorders and video games.
114) Exposure does not necessarily lead to readership or viewership.
115) Impressions and circulation are different terms for the same measure.
116) The primary goal of a media plan should be to maximize reach.
117) One advantage of advertising in magazines is that they have high reach potential because
they are passed along to family, friends, customers, and colleagues.
118) A brand can initiate and control viral communication.
119) Search marketing refers to the placement of out-of-home advertisements in locations with
large populations.
120) Homemade videos and commercials posted on YouTube are examples of consumer-
generated content.
121) In comparison to more recent generations, Boomers spend more time with media of all
kinds and are more likely to media multitask.
122) The biggest problem with product placement is that the placement may not be noticed.
123) A major change in consumer media use is the increase in media-driven lives.
124) You receive a text message from Upscale Furnishings about an upcoming sale on custom
furniture. Upscale Furnishings is developing a direct customer relationship with you through
guerilla marketing.
125) Branded entertainment and product placement are simply different names for the same
strategy.
126) Explain how media technology has changed from the print era to today.
127) Four college roommates who were advertising majors are now in New York working in the
advertising industry. John is a media planner, Carl is a media buyer, George is a media
researcher, and they all work at the same advertising agency. Chuck works at a media buying
company and jokes that he will be taking over all of their jobs. Describe how their jobs are
different and why Chuck can make the joke he did.
128) Explain what is meant by the term media vehicle and give three examples.
129) Explain the difference between mass media and niche media.
130) Explain the difference between interactivity and engagement in terms of the media
environment.
131) Give an example of media convergence.
132) Briefly describe the modern media landscape and how advertisers have adjusted to it.
133) Explain the difference between the terms delivery and connection.
134) Why might a media buyer prefer to use measured media rather than nontraditional media?
135) How do earned media, paid media, and owned media compare in terms of message control
and credibility?
136) Jane is teaching an undergraduate introductory advertising course and is trying to explain
the difference between reach and frequency. How should Jane explain these terms? What is the
goal of a media plan with respect to these two terms?
137) What is a media mix?
138) Your friend is confused about the terms impression and circulation. What would you say to
help him understand the difference in these concepts?
139) What are two ways that an advertising message’s frequency can be increased? Give an
example of each.
140) Explain the relationship between a medium’s level of intrusiveness and its capacity for
personalization.
141) Why might a media planner prefer to place an ad in a television program that has a share of
35 instead of a program that airs at a different time but has a share of 38?
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Copyright © 2019 Pearson Education, Inc.
Refer to the scenario below to answer the following questions.
Suzanne and Shandra, longtime friends, share a love of animals and own an animal grooming
business together. They own a small fleet of RV motorhomes outfitted with comfortable dog and
cat grooming stations. On-the-Go Groomer’s motorhomes come to clients’ homes in the metro
area to provide pet services instead of requiring pet owners to come to them. Suzanne and
Shandra are pleased with their success, but both feel that they are not reaching enough potential
customers. So far, they have relied on local newspaper advertisements and positive word-of-
mouth to generate business. Suzanne said, “We have come so far and really have a great little
business going. But I think we could become much bigger with the right plans in place.”
142) How might Suzanne and Shandra use addressable media in a media plan for On-the-Go
Groomers?
143) Suzanne and Shandra advertised in the metro newspaper and now want to calculate how
many people saw their ad last week. What are Suzanne and Shandra trying to determine?
144) How could Suzanne and Shandra use search marketing?
145) Describe how Americans’ media habits are changing and how this will affect future media
mixes.
146) Describe the practice of product placement and discuss its advantages and disadvantages.
147) Why is word of mouth such a powerful force in marketing communication?
148) When P&G introduced Physique shampoo, it sent emails to people asking for referrals.
People referring 10 friends to the shampoo’s promotional website received free merchandise and
were entered into a sweepstakes to win a year’s supply of the shampoo. Explain what this
technique is and why marketers use it.
149) In one promotional activity, MSN.com had actors dressed as butterflies skate around the
streets of New York. What form of advertising media does this represent? Why do advertisers
use it? Are there any drawbacks?
150) Why is the use of nontraditional media particularly important for marketers who are trying
to reach the youth market?