Electronic Media: Then, Now, and Later 3e
Norman J. Medoff and Barbara K. Kaye
TEST BANK: Chapter 7
True/False
1. Channel surfing, zipping, and zapping are disadvantages of advertising on broadcast TV but
not on cable TV.
2. New technologies have transformed advertising from “nonpersonal” and “mass mediated” into
an “art of engagement.”
3. The first advertising agency was opened by Volney B. Palmer in Boston.
4. Program sponsorship would have prevented the quiz show scandals in the 1950s.
5. Broadcast advertising allows audiences to be targeted much more selectively than cable
advertising does.
6. Advertising serves social, economic, and educational purposes.
7. National spot ads are those airing when a national advertiser buys time on a network of radio
stations.
8. One of radio advertising’s strengths is that radio is a background medium.
9. Television commercials are aired in groups called clusters or pods.
10. The term market in upfront markets, scatter markets, and opportunistic markets refers to time
frames.
11. The FCC requires programmers to disclose placement sponsors in the show’s credits.
12. Dollar for dollar, television is one of the most affordable advertising media.
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False
13. Spam is one form of Internet advertising.
14. In behavioral targeting, a user’s online activity, including searches, is tracked so that ads can
be tailored to the user’s interests.
15. One of the disadvantages to Internet advertising is that updating/changing the copy and
graphics of online ads takes a long time.
Multiple Choice
16. What is the relationship between marketing and advertising?
17. On which of the following have advertisements been found?
18. Radio advertising was born in
19. When radio sponsors produced a program,
20. Spot advertising is also known as
21. A program containing ads for a variety of products and brands is supported by
22. Which of the following is an example of image advertising?
23. More cable channels can lead to
24. Advantages of ____ advertising include local, flexible, low advertising cost, high reach.
25. Advantages of ____ advertising include select audience, upscale, variety, local advantage.
26. Advantages of ____ advertising include targeting consumers, prestige, and worldwide
marketplace.
27. Product placement occurs when
28. Which is an example of a PSA?
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C. Volvo manufactures safe automobiles
D. Pizza Hut offering $5.00 pizzas—online only, and only for 24 hours
29. Buzz marketing often appears to be
30. A form of online advertisement running down a vertical column on the browser window is
31. Which of the following are rich-media ads?
32. An advertising agency that can plan, research, create, produce, and place ads is a
34. These agencies create and maintain client websites, create and place banner ads, and more.