125. _____ is the series of decisions advertisers make regarding the selection and use of media that will
optimally and cost-effectively communicate the message to the target audience.
a.
Promotional implementation
b.
Marketing mix planning
c.
Media planning
d.
Media reach and frequency strategy
e.
Media targeted selection
126. In which medium do advertisers spend the most?
a.
direct mail
b.
newspaper
c.
TV
d.
radio
e.
Internet
127. _____ advertising is an arrangement under which a manufacturer pays a percentage of the advertising
cost for an ad that a retailer places for the manufacturer’s brand.
a.
Advocacy
b.
Comparative
c.
Institutional
d.
One-to-one
e.
Cooperative
128. All of the following are advantages offered by radio to its advertisers EXCEPT:
a.
high CPM
b.
relatively low cost
c.
targeting power
d.
ability to change spots quickly
e.
timelines and geographic flexibility
129. Which of the following statements about Internet advertising is true?
a.
It is easy to measure ad effectiveness with this medium.
b.
It is a medium to which all consumers have access.
c.
It is the fastest growing of all the advertising media.
d.
There is a long lead time required for creating Internet ads.
e.
By its very nature, this medium reaches a broad, diverse audience.
130. The many uses of Oxy-clean products are shown in a program-length television commercial. This is
a(n) _____ form of advertising.
a.
mega-mercial
b.
ad expander
c.
infomercial
d.
prolonged ad
e.
extended sales pitch
131. Outdoor advertising:
a.
is often used to sell specialty products
b.
is a flexible low-cost medium that can take many forms
c.
is a high-cost medium
d.
can be used to reach a narrow, selective target market
e.
is not affected by noise
132. Ads on shopping carts at grocery stores and in video games are examples of:
a.
communications networks
b.
alternative media
c.
distribution channels for ads
d.
outdoor advertising
e.
direct advertising
133. The U.S. Army created a video game called America’s Army to boost its recruiting efforts. The game
is an example of:
a.
an interconnect
b.
a videomercial
c.
advergaming
d.
a relationship tool
e.
an infomercial
134. _____ is the collaboration and sharing of online content between the sender and the receiver—the brand
and the consumer.
a.
Advergaming
b.
Podcasting
c.
Stealth marketing
d.
Social media marketing
e.
Integrated marketing communications
135. All of the following are true regarding stealth marketing EXCEPT:
a.
it is also known as guerrilla marketing
b.
it is any unconventional way of performing marketing promotion
c.
usually done on a low budget
d.
the target audience is unaware they have been marketed to
e.
doesn’t generate buzz
136. When an advertiser decides how much space and/or time will be placed in each advertising medium
that the company wants to use, the advertiser is determining its:
a.
marketing mix
b.
media mix
c.
promotional plan
d.
advertising campaign
e.
reach objectives
137. All of the following are used for making media mix decisions EXCEPT:
a.
media schedule
b.
cost per thousand
c.
reach
d.
frequency
e.
audience selectivity
138. _____ is the cost of reaching one member of the target market.
a.
Cost per contact
b.
Cost per thousand
c.
gross rating
d.
GRP
e.
Effective reach
139. _____ measures the number of different target consumers who are exposed to a commercial at least
once.
a.
Noise level
b.
Frequency
c.
Reach
d.
Synchronization
e.
Cost per contact
140. _____ is a measure of the number of times an individual is exposed to a brand message. It is used to
measure the intensity of a specific medium’s coverage.
a.
Synchronization
b.
Reach
c.
Cost per contact
d.
Media scheduling
e.
Frequency
141. A medium’s ability to reach a precisely defined market is its:
a.
audience selectivity
b.
market singularity
c.
geographic selectivity
d.
noise filtering ability
e.
life span
142. Media vehicles like People and Newsweek magazines appeal to a wide cross section of the population.
In contrast, Golf and Cosmopolitan magazines have high levels of:
a.
longevity
b.
audience selectivity
c.
geographic selectivity
d.
flexibility
e.
market singularity
143. Billboard advertisements often have to compete for a driver’s attention with traffic, passengers, radio,
or other billboards. Billboard advertising would be described as:
a.
lacking any geographic selectivity
b.
the most flexible advertising medium
c.
having a high noise level
d.
having a low noise level
e.
being a great channel for informative ads
144. Advertisers are often concerned with the noise level in a medium. The medium that is assumed to have
the lowest noise level is:
a.
radio
b.
television
c.
direct mail
d.
newspaper
e.
magazines
145. Because Samuel Cabot, Inc., a manufacturer of premium-grade wood stains, wants to spend its
promotional budget on advertisements that will have a long life span so the ad will be around when the
homeowner needs such a product, it should use _____ advertising.
a.
newspaper
b.
radio
c.
television
d.
magazine
e.
creative
146. In the 1960s there were only three television networks and most consumers only received these three
channels plus a local channel. Now, consumers have more than 500 channels to choose from. This is
an example of which problem facing media planners?
a.
media fragmentation
b.
flighted media
c.
effective frequency
d.
effective reach
e.
media consolidation
147. A(n) _____ designates the vehicles, specific publications or programs, and the insertion dates of
advertising.
a.
advertising plan
b.
media schedule
c.
promotion strategy
d.
ad outline
e.
promotional profile
148. Meek’s Hunting Emporium is a retail store that carries all the products hunters need or think they need.
It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-,
deer-, and turkey-hunting seasons on four local radio stations, as well as in the local newspapers. This
is an example of a:
a.
message execution plan
b.
media profile
c.
reach program
d.
media schedule
e.
frequency timetable
149. Products in the latter stages of the product life cycle, which are advertised on a reminder basis, use
a(n) _____ media schedule.
a.
intermittent
b.
bursting
c.
continuous
d.
trailing
e.
unremitting
150. Budweiser uses reminder advertising that runs steadily all year. This is an example of a _____ media
schedule.
a.
seasonal
b.
pulsed
c.
flighted
d.
consecutive
e.
continuous
151. With a(n) _____ media schedule, the advertiser may schedule the ads heavily every other month to
achieve a greater impact with an increased frequency and reach at those times.
a.
intermittent
b.
flighted
c.
periodic
d.
unremitting
e.
alternating
152. The Swine Palace Theater runs ads in the entertainment section of the local newspaper every first
weekend of each month. This is a _____ scheduling plan.
a.
flighted
b.
continuous
c.
bursting
d.
seasonal
e.
replication
153. A(n) _____ media schedule combines continuous scheduling throughout the year with a flighted
schedule during the best sales periods.
a.
pulsing
b.
bursting
c.
unremitting
d.
rhythmic
e.
vibrating
154. The Tween Scene is a retail store catering to 8-12 year-old boys and girls. It advertises regularly both
on radio and in the daily newspaper. The month prior to the beginning of each new school year, the
store buys extra advertising space and time. This is an example of a(n) _____ scheduling plan.
a.
continuous
b.
replication
c.
interval
d.
seasonal
e.
pulsing
155. Which of the following products is most likely to use a pulsing media schedule?
a.
romance novels
b.
gasoline
c.
band instruments
d.
baking soda
e.
ceiling fans
156. Which of the following products is most likely to have a seasonal media schedule?
a.
aromatherapy candles
b.
masking tape
c.
airplane tickets
d.
charcoal
e.
soft drinks
157. Products such as surfboards, swimsuits, lawn mowers, allergy medication, and flower seeds are most
likely to be advertised with a _____ media schedule.
a.
flighted
b.
pulsing
c.
seasonal
d.
continuous
e.
consecutive
NARRBEGIN: Amtrak
Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition, which is the
airline shuttles. Amtrak’s new name for its Metroliner is The Smart Shuttle. Gone are ads that were
inner-directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots
of the sleek train and business executives conducting no-nonsense meetings “eyeball-to-eyeball.” The
campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars,
targets business travelers, who, Amtrak says, incorrectly believe the train takes far longer than the
airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a
tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm.
The announcer says, “Schedule a meeting. Take the shuttle. Then cross your fingers.” The poor soul
looks up at the departure board and sees a row of “Canceled” signs. The announcer continues,
“Schedule a meeting. Take the Metroliner. Then cross your legs.”
NARREND
158. Refer to Amtrak. The means by which Amtrak communicates with business travelers about the merits
and characteristics of the Metroliner is called:
a.
distribution
b.
direct marketing
c.
promotion
d.
publicity
e.
personal selling
159. Refer to Amtrak. Amtrak’s campaign stresses that the Metroliner is more comfortable and more likely
to be on time and run in inclement weather. The promotional campaign focuses on Amtrak’s:
a.
superior skill set
b.
special feature
c.
tactical strategy
d.
differential parity
e.
competitive advantage
160. Refer to Amtrak. Amtrak’s campaign is designed to communicate to a large audience via television,
radio, and print. This is an example of _____ communication.
a.
mass
b.
clutter
c.
interpersonal
d.
intrapersonal
e.
public
161. Refer to Amtrak. Amtrak originated the new campaign. Amtrak represents the _____ in the
communication process.
a.
promotional impetus
b.
decoder
c.
sender
d.
channeler
e.
receiver
162. Refer to Amtrak. Television, radio, print, and out-of-home media represent the _____ in the
communication process used by Amtrak.
a.
feedback loop
b.
channel
c.
encoder
d.
receiver
e.
communicator
163. Refer to Amtrak. Amtrak’s careful coordination of all of its promotional activities to present a single,
focused communication to its consumers is an example of:
a.
coordinational promotion
b.
promotional mixing
c.
integrated marketing communications
d.
creative selling
e.
processed marketing
NARRBEGIN: I’m a Mac
I’m a Mac
On and off for several years Apple Inc. has been running its “I’m a Mac” advertising campaign. In the
ads, seen on television and on the Internet, actors play the roles of a Mac and a Windows PC. The
actor that plays the PC, often known as the PC guy, John Hodgeman, is portrayed as a nerd, while the
Mac guy, played by Justin Long, is (of course) the “cool” guy. The ads tout the many advantages of
the Macintosh operating system, ranging from its ease of use to its freedom from the many viruses that
plague Windows-based PCs. For example, in one ad the PC guy tapes a camera to his head to make a
video only to be reminded that all Macs come with a built-in camera. In another the PC guy sings a
country song bemoaning the problems of the Windows operating system.
NARREND
164. Refer to I’m a Mac. The I’m a Mac ads emphasize certain aspects of the Macintosh operating system
such as its ease of use. This represents the product’s:
a.
tactical advantage
b.
competitive advantage
c.
feedback
d.
promotional result
e.
objective strategy
165. Refer to I’m a Mac. The promotional campaign in which Apple tells consumers about the features and
benefits of the Mac is attempting to achieve which goal of promotion?
a.
rewarding
b.
persuading
c.
informing
d.
influencing
e.
reminding
166. Refer to I’m a Mac. Apple’s choice of television as the primary medium for its I’m a Mac campaign is
based on the fact that it is a one-way mass communication vehicle. Television is most commonly used
with which promotional mix element?
a.
public relations
b.
advertising
c.
direct marketing
d.
sales promotion
e.
sponsorship
167. Refer to I’m a Mac. According to the AIDA model, the first step Apple must achieve with their target
market is:
a.
attention
b.
interest
c.
liking
d.
desire
e.
action
168. Refer to I’m a Mac. In attempting to get consumers to ask the retailer for this product, Apple Inc. is
using a _____ promotional strategy:
a.
push
b.
pull
c.
kinetic
d.
publicity
e.
reinforcement
NARRBEGIN: LeBlanc’s Pecan Co.
LeBlanc’s Pecan Company
Betty and Orville LeBlanc recently opened LeBlanc’s Pecan Company retail store. In addition to
shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines,
chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are
no other stores of this type in the Houston area. The LeBlancs are considering developing an
advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville
LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the
DAGMAR approach to draw up this list.
NARREND
169. Refer to LeBlanc’s Pecan Company. The new campaign for the store is designed to stimulate demand
for the LeBlanc’s new store, given that the store is in the introductory stage of the product life cycle.
The campaign would be considered:
a.
pioneering
b.
comparative
c.
institutional
d.
exclusive
e.
open-ended
170. Refer to LeBlanc’s Pecan Company. The new LeBlanc’s Pecan Company advertisements focus on the
wide assortment of products available at the LeBlanc’s store. This advertising highlights:
a.
a product attribute
b.
brand loyalty
c.
changing a negative attitude
d.
market share
e.
target markets
171. Refer to LeBlanc’s Pecan Company. When Orville LeBlanc created the list of communication tasks the
advertising must accomplish, he was setting his:
a.
marketing mix
b.
media schedule
c.
advertising objectives
d.
advertising life span
e.
media profile