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121) Assume the following information: The cost of a full-page color ad in the U.S. national
edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is
1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today
(newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad
in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience
size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated
(magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the
most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using
this information, which of the five media alternatives has the lowest CPM?
A) The Wall Street Journal
B) USA Today
C) Bloomberg Businessweek
D) Sports Illustrated
E) Super Bowl
122) Assume the following information: The cost of a full-page color ad in the U.S. national
edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is
1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today
(newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad
in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience
size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated
(magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the
most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using
this information, which of the five media alternatives has the highest CPM?
A) The Wall Street Journal
B) USA Today
C) Bloomberg Businessweek
D) Sports Illustrated
E) Super Bowl
123) According to the Marketing Dashboard above, the CPM for Bloomberg Businessweek
would be approximately
A) $35.
B) $121.
C) $132.
D) $165.
E) $209.
124) According to the Marketing Dashboard above, the CPM for USA Today would be
approximately
A) $35.
B) $120.
C) $132.
D) $165.
E) $209.
125) According to the Marketing Dashboard above, the CPM for the Super Bowl would be
approximately
A) $35.
B) $120.
C) $132.
D) $165.
E) $209.
126) One of the advantages associated with television as an advertising medium is that it
A) has a short exposure time.
B) is a low-cost medium.
C) has an unlimited amount of advertising time available.
D) can be used to convey complex messages.
E) can use sight, sound, and motion.
127) The availability of streaming services has led to new trends in television viewing, including
canceling pay-TV services, known as
A) wasted coverage.
B) cord-cutting.
C) wireless TV.
D) media freedom.
E) binge watching.
128) The availability of streaming services has led to new trends in television viewing, including
watching multiple episodes of a series in a short period of time, known as
A) wasted coverage.
B) cord-cutting.
C) wireless TV.
D) media freedom.
E) binge watching.
129) All of the following statements are true about television as an advertising medium except
which?
A) Infomercials are increasingly popular because of the low average cost of a 30-minute block of
television time.
B) Many advertisers are now choosing less expensive "spot" ads, which run between programs,
or 15-second ads, rather than the traditional 30- or 60-second lengths.
C) Television advertising is preferred by many marketers because it avoids wasted coverage.
D) Viewers are increasingly time-shifting their viewing habits with DVRs, DVDs, and
subscription services such as Netflix.
E) There are many opportunities for out-of-home TV viewing as televisions can be seen in many
bars, hotels, offices, airports, and on college campuses.
130) One of the disadvantages associated with television as an advertising medium is that it
A) has a short exposure time.
B) cannot target specific audiences.
C) must use print for effect.
D) has a limited amount of advertising time available.
E) is not effective for conveying simple messages.
131) Many companies are now opting for commercial time on live events rather than programs
that consumers might
A) avoid because there are too many commercial interruptions.
B) watch while multitasking.
C) watch later on a DVR.
D) believe are commercial-free.
E) have seen previously.
132) When people outside the target market for the product see a firm's advertisement, it is
referred to as
A) wasted coverage.
B) media divergence.
C) dual exposure.
D) overexposure.
E) advertising spillover.
133) One way TV advertising can reduce wasted coverage is to
A) identify the target market it wishes to address within the first three seconds of the commercial
so the message can be ignored by nontargeted viewers.
B) run shorter ads in a greater number of geographical areas.
C) identify specific times of day or night when the target audience would be more likely to tune
in.
D) develop more creative ads so that more people will choose to see them.
E) run the ads on less expensive specialized cable and satellite channels.
134) Program-length (30-minute) advertisements that take an educational approach to
communication with potential customers are referred to as
A) advertorials.
B) infomercials.
C) advermercials.
D) edutainment ads.
E) extended advertising messages.
135) An infomercial is
A) a public service announcement used to notify local citizens of impending danger due to
weather or other natural disasters.
B) a form of advertisement whose sole purpose is to entertain.
C) a program-length (30-minute) advertisement that takes an educational approach to
communication with potential customers.
D) a direct response TV and radio ad that airs during the late night or weekend mornings.
E) educationally formatted programming that consumers order privately by using the "on
demand" services of their cable providers.
136) One of the advantages associated with radio as an advertising medium is that it
A) can target specific audiences.
B) has a long exposure time.
C) has a perishable message.
D) has an unlimited amount of advertising time available.
E) is relatively simple to convey complex messages.
137) One of the disadvantages associated with radio as an advertising medium is that it
A) has a long exposure time.
B) cannot target specific audiences.
C) has a perishable message.
D) cannot use humor, sound, and intimacy effectively.
E) is criticized as a traffic hazard.
138) A western clothing retail store marketing vice president is developing an advertising budget
using the objective and task method. She has the objective of clearing slow-moving merchandise
from her shelves and is trying to choose between using radio ads or newspaper ads. Which of the
following is an advantage of radio relative to newspapers as a medium for achieving the
objective?
A) better reach
B) more effective visuals
C) saving of ads by consumers
D) better segmentation capability
E) more effective in conveying complex information
139) Which of the following is an advantage of using magazines as an advertising medium?
A) It takes a relatively short time to place a magazine ad.
B) The cost of placing a magazine ad is very low.
C) A magazine ad has a long life.
D) With magazines, noise is eliminated from the communications process.
E) A magazine achieves high public visibility.
140) One disadvantage of using magazines as an advertising medium is
A) the need to craft a simplistic message.
B) the long lead time needed to place an ad.
C) the perishable message.
D) the unproven nature of its effectiveness.
E) the lack of full-color, quality materials.
141) Recent studies comparing advertising in different media suggest that magazine advertising
A) takes a relatively short time to read.
B) incorporates four-color graphics too frequently.
C) usually has little competition with other media features.
D) is quickly replacing television advertising.
E) is perceived to be more inspirational than other media.
142) All of the following statements are true about magazines except which?
A) The magazine with the highest circulation is AARP The Magazine.
B) Consumer interests can be difficult to translate into a magazine theme, resulting in many
magazine failures each year.
C) National publications publish regional and even metro editions to reduce wasted coverage.
D) Most magazines are dropping their print formats to offer only online versions that can be
viewed on iPads or iPhones and other tablet devices or smartphones.
E) Time magazine publishes both geographic and demographic editions in the United States.
143) Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in
custom jewelry and has been in business for decades. Which medium would be the best for Trice
to use to reach its loyal customers with colorful long-lasting images, reminding them that Trice is
the source for all their gift-giving needs?
A) prime-time national television
B) magazines targeted toward wealthy residents of Milwaukee
C) radio stations that target millennials
D) flyers sent to all the Milwaukee zip codes
E) Milwaukee regional newspapers
144) One advantage of using newspapers as an advertising medium is
A) their ability to cover local markets.
B) the long lead time for placing an ad.
C) the long life span.
D) the relatively high cost.
E) competition for reader attention with other features in the newspaper.
145) One advantage of using newspapers as an advertising medium is
A) the ability to use lifestyle segmentation.
B) the short lead time for placing an ad.
C) excellent color graphics.
D) minimum distraction from other features.
E) extended life span.
146) One disadvantage of using newspapers as an advertising medium is
A) their inability to cover local markets.
B) readers damage the newspaper when clipping its ads.
C) their short life span.
D) the high cost of ads.
E) their quick consumer response.
147) All of the following statements are true about newspapers except which?
A) Local retailers often use newspapers as their sole advertising medium.
B) Newspapers are generally limited to ads that call for an immediate customer response.
C) National advertising campaigns rarely include this medium except in conjunction with local
distributors of their products.
D) A long lead time is needed to place an ad in a local newspaper.
E) Newspapers have excellent reach potential.
148) National advertising campaigns rarely include newspapers unless in conjunction with local
distributors of their products. Exceptions to this would be print versions of
A) The National Enquirer and The National Review.
B) The Wall Street Journal and USA Today.
C) The Daily Beast and The National Enquirer.
D) The Chicago Tribune and the Los Angeles Times.
E) The Christian Science Monitor and The Huffington Post.
149) The Wall Street Journal and USA Today each have a national distribution of more than
A) 800,000 readers.
B) 2.8 million readers.
C) 5.8 million readers.
D) 20.8 million readers.
E) 50.8 million readers.
150) Which of the following is a trend that influences newspapers today?
A) There is a growth in online versions of printed newspapers.
B) Newspapers are enjoying increasing circulation.
C) Newspapers are increasing the number of printed pages.
D) More cities are increasing the number of newspapers that are available.
E) Cheaper newsstand prices have rekindled an interest in newspapers.
151) One advantage of using the yellow pages as an advertising medium is
A) there is no competition.
B) the print pages are quicker and easier to use than the Internet.
C) they are more mobile than other information sources.
D) they have excellent coverage of geographic segments.
E) there are no delivery costs.
152) One disadvantage of using the yellow pages as an advertising medium is
A) they are difficult to keep up to date.
B) the marketer cannot control the exact message that is published.
C) the ads are perishable.
D) few households with telephones have them.
E) they have high delivery costs.
153) The broad set of interactive messaging options that enable organizations to communicate
and engage with consumers through any mobile device is known as
A) mobile marketing.
B) online advertising options.
C) paid search options.
D) click fraud prevention.
E) national online campaigns.
154) One advantage of using the Internet as an advertising medium is
A) there is no need to segment markets.
B) it has video and audio capabilities similar to television.
C) there are no real costs except computers used for initial encoding.
D) online ads almost always result in a "click," an action that leads to the purchasing of a
product.
E) messages are automatically translated into multiple languages.
155) One advantage of using the Internet as an advertising medium is
A) the perishability of the message.
B) messages are automatically translated into multiple languages.
C) Internet advertising can use rich media to create interactive ads.
D) there are no real costs except computers used for initial encoding.
E) uniform reach among all target markets.
156) On the Internet you may find interactive ads that have drop-down menus, built-in games, or
search engines to engage viewers, which are referred to as
A) rich media.
B) banner ads.
C) interactive media.
D) pay-per-click ads.
E) infotainment ads.
157) There are a variety of online advertising options. The most popular are
A) free search, classifieds, interactives, and interstitials.
B) free search, banner ads, spamming, and video.
C) wikis, RSS feeds, interstitials, and cookies.
D) paid search, banner ads, classified ads, and video.
E) pop-ups, paid search, streaming video, and spamming.
158) ________ is one of the fastest-growing forms of Internet advertising, as approximately 80
percent of all Internet traffic begins at a search engine such as Google or Yahoo!.
A) Interstitials
B) Rich media
C) Paid search
D) Spam
E) Wikis
