Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
________ implement the media plan by contracting for specific amounts of time or space.
1)
A)
Media verifiers
B)
Media planners
C)
Media mixers
D)
Media buyers
E)
Media strategists
2)
Which size of newspaper consists of five or six columns, each of which is about 2 inches wide and
has a length of approximately 14 inches?
2)
A)
daily
B)
broadsheet
C)
weekly
D)
standard
E)
tabloid
3)
________ refers to billboards along streets and highways, as well as posters in other public
locations.
3)
A)
Out–of–home advertising
B)
Transit advertising
C)
Outdoor advertising
D)
Miscellaneous advertising
E)
Broadcast advertising
4)
Which of the following is NOT considered a disadvantage of advertising in newspapers?
4)
A)
clutter
B)
limited coverage of certain groups
C)
short life span
D)
negative consumer attitudes
E)
poor reproduction
5)
Which of the following is NOT considered to be an advantage of advertising in magazines?
5)
A)
long life span
B)
visual quality
C)
flexibility
D)
can accommodate complex messages
E)
ability to reach specialized audiences
6)
Which of the following statements is true regarding print media?
6)
A)
Frequency is more important than reach.
B)
Impressions refer to copies sold.
C)
Circulation measures the actual readership.
D)
Reach is more important than frequency.
E)
Impressions estimate the actual readership.
7)
Which company is an independent auditing group that represents advertisers, agencies, and
publishers and verifies statements about newspaper circulation statistics?
7)
A)
A. C. Nielsen
B)
MediaMark, Inc
C)
Simmons–Scarborough
D)
International Circulation Service (ICS)
E)
Auditing Bureau of Circulations (ABC)
8)
Who implements the media plan?
8)
A)
media specialists
B)
media consultants
C)
media planners
D)
media reps
E)
media buyers
9)
Mini–Case Question. Allison learns that one magazine that she is considering for her client
combines information on subscribers kept in a database with a computer program to produce
magazines that include special sections for subscribers based on their demographic profiles. What
is this known as?
9)
A)
segmented distribution
B)
relationship management
C)
selective binding
D)
satellite transmission
E)
ink–jet imaging
10)
The ________ is the most important change that has occurred over the last twenty years discussed
in Media Explosion in A Matter of Practice.
10)
A)
internet
B)
newspaper.
C)
billboard
D)
magazine
E)
television
11)
Which of the following is considered a disadvantage of advertising in magazines?
11)
A)
high cost
B)
lack of immediacy
C)
good for brand messages
D)
limited distribution
E)
limited flexibility
12)
Which of the following statements is false regarding newspapers?
12)
A)
National advertisers often shun weeklies but are heavy users of daily papers.
B)
National advertisers use local papers indirectly through advertising placed by local retailers,
dealers, and franchisers.
C)
Readers spend twice as much time with the Sunday edition as with the daily edition.
D)
Weekly papers report local news in depth but tend to ignore national news, sports, and
similar subjects.
E)
Weekly papers appear in towns, suburbs, and smaller cities where the volume of hard news
and advertising is insufficient to support a daily newspaper.
13)
Which type of billboard is created by designers, printed, and shipped to an outdoor advertising
company who then prepastes and applies them in sections to the poster panel’s face on location?
13)
A)
printed bulletin
B)
painted posters
C)
printed posters
D)
painted bulletin
E)
extensions
14)
A magazine page without outside margins, in which the color extends to the edge of the page, is
called a ________ page.
14)
A)
full
B)
marginless
C)
double–spread
D)
gatefold
E)
bleed
15)
Procter & Gamble is a major user of consumer coupons and prefers to deliver them to consumers
through newspaper advertising. P&G is very concerned about the reproduction quality of the
advertisements, wants to command more attention than just another ad in the paper, and wants to
place different ads in different markets. Which type of newspaper advertising will meet P&G’s
needs?
15)
A)
promotional
B)
co–op
C)
classified
D)
display
E)
supplements
16)
A single or double page in a magazine can be broken into a variety of units called ________.
16)
A)
fractional page space
B)
gatefolds
C)
standard advertising units
D)
segments
E)
cut–outs
17)
An arrangement between a national advertiser and a local retailer whereby the retailer buys the ad
and then the manufacturer pays for half or a portion is known as ________.
17)
A)
co–op advertising
B)
joint advertising
C)
subsidized advertising
D)
run–of–paper advertising (ROP)
E)
selective advertising
18)
Advertisers who don’t care where their ads run in the newspaper pay which rate?
18)
A)
standard rate
B)
run–of–paper (ROP) rate
C)
co–op rate
D)
non–preferred rate
E)
preferred–position rate
19)
Which marketing communication tool has the goal of creating impact on the store shelf?
19)
A)
brand name
B)
packaging
C)
coupons
D)
shelf–talkers
E)
in–store media
Explanation:
20)
The percentage of the media audience exposed at least once to the advertiser’s message during a
specific time frame is known as ________.
20)
A)
circulation
B)
exposure
C)
reach
D)
an impression
E)
frequency
21)
One person’s opportunity to be exposed one time to an ad in a broadcast program, newspaper,
magazine, or outdoor location is known as ________.
21)
A)
an impression
B)
circulation
C)
exposure
D)
frequency
E)
reach
22)
Which of the following is NOT considered an advantage of advertising in newspapers?
22)
A)
interaction of national and local
B)
clutter
C)
range of market coverage
D)
flexibility
E)
positive consumer attitudes
23)
Mini–Case Question. The media plan also calls for magazine advertising, and the creative
execution will have the color extend to the edge of the page. What type of page will Allison need to
purchase?
23)
A)
double–page spread
B)
gutterless
C)
back cover
D)
bleed
E)
gatefold
D
24)
________ refers to a standard unit for space sales based on the opportunity a person has to see a
particular outdoor board and is typically based on a traffic count of vehicles passing a particular
location during a specified period of time.
24)
A)
Showing
B)
Frequency
C)
Exposure
D)
Reach
E)
Impressions
A
25)
What form of newspaper advertising is by individuals to sell their personal goods and advertising
by local business?
25)
A)
classified
B)
supplements
C)
display
D)
co–op
E)
gatefolds
A
26)
Which classification of business magazines presents stories and information about an entire
industry?
26)
A)
trade papers
B)
vertical publications
C)
professional magazines
D)
industrial magazines
E)
horizontal publications
27)
Which company provides a syndicated study that annually measures readership profiles for
newspapers in approximately 70 of the nation’s largest cities, readership of a single issue, and the
estimated unduplicated readers for a series of issues?
27)
A)
International Circulation Service (ICS)
B)
MediaMark, Inc
C)
A. C. Nielsen
D)
Auditing Bureau of Circulations (ABC)
E)
Simmons–Scarborough
28)
Which directory lists all local and regional businesses that have a telephone number as well as
display advertising that is purchased by businesses?
28)
A)
Yellow Pages
B)
Listing Pages
C)
Directory Pages
D)
Standard Pages
E)
Local Pages
29)
One of the biggest challenges in developing a media plan is matching the advertiser’s target
audience with the audience of a particular ________.
29)
A)
impression
B)
frequency
C)
cost
D)
medium
E)
household
30)
________ is seen by people riding inside buses, subway cars, and some taxis.
30)
A)
On–premise advertising
B)
Mobile advertising
C)
Kiosk advertising
D)
Exterior transit advertising
E)
Interior transit advertising
31)
What is the issue discussed in the “Hands–On: Next Month‘s Magazine Issue: Credibility” case at
the end of chapter 8?
31)
A)
The issue discussed is the controversy of digital billboards being used by outdoor companies
without providing adequate measurement of the showings gained by advertisers.
B)
The issue discussed is the use of anorexic–looking models in advertising appearing in
women’s fashion magazines.
C)
The issue discussed is the controversy surrounding brand information being integrated into
the content of newspaper stories.
D)
The issue discussed is the controversy surrounding brand information being integrated into
the content of magazine articles.
E)
The issue discussed is the fact that newspapers hold back the bad or controversial news they
should be reporting to the public but withhold because the news concerns one of their major
advertisers.
32)
What is the primary weakness of directories as an advertising medium?
32)
A)
limited size, color, and format options
B)
expensive and provide a low return on investment
C)
competitive clutter
D)
long life
E)
cannot be changed for months
33)
Which of the following is NOT a way to classify magazines?
33)
A)
audience focus
B)
demographics
C)
editorial content
D)
geography
E)
price
34)
Which size of newspaper is considered the standard size?
34)
A)
daily
B)
weekly
C)
standard
D)
broadsheet
E)
tabloid
35)
Media salespeople compile profile information about the people who watch, listen, or read the
medium, along with the numbers describing audience size and geographical coverage in packets of
information known as ________.
35)
A)
take–aways
B)
give–aways
C)
rate cards
D)
sales kits
E)
media kits
36)
________ refers to the number of copies a newspaper sells and is the primary way newspapers’
reach is measured and compared with the reach of other media.
36)
A)
Impression
B)
Exposure
C)
Circulation
D)
Gross impression
E)
Run–of–paper (ROP)
37)
The white space running between the inside edges of the pages of a magazine is known as the
________.
37)
A)
gatefold
B)
gutter
C)
cover
D)
inside edge
E)
spread
38)
Which of the following is NOT a factor by which newspapers can be classified?
38)
A)
frequency of publication
B)
selectivity
C)
circulation
D)
format and size
E)
All of the above are factors by which newspapers can be classified.
39)
Directory advertising is described as ________ advertising because it tells people where to go to get
the product or service they want.
39)
A)
primary
B)
secondary
C)
selective
D)
promotional
E)
directional
E
40)
The pricing for newspaper advertising is sold based on the size of the space used, and the charges
are published on ________, which is a list of the charges for advertising space and the discounts
given to local advertisers and to advertisers who make volume buys.
40)
A)
give–aways
B)
rate cards
C)
take–aways
D)
sales kits
E)
media kits
B
B
41)
Which company verifies magazine circulation numbers by auditing subscriptions as well as
newsstand sales and also checks the number of delinquent subscribers and rates of renewal?
41)
A)
International Circulation Service (ICS)
B)
MediaMark, Inc
C)
Simmons–Scarborough
D)
A. C. Nielsen
E)
Auditing Bureau of Circulations (ABC)
42)
Newspapers typically are available in which of the following two sizes?
42)
A)
broadsheet and tabloid
B)
standard and custom
C)
daily and weekly
D)
single and double
E)
display and classified
43)
Which of the following is NOT a type of advertising found within the local newspaper?
43)
A)
classified
B)
supplements
C)
gatefold
D)
retail.
E)
display
44)
How many different types of advertising are available to advertisers using newspapers as an
advertising medium?
44)
A)
3
B)
150
C)
250
D)
10
E)
25
45)
For print media, ________ refers to copies sold, and ________ estimate(s) the actual readership.
45)
A)
frequency; circulation
B)
circulation; impressions
C)
exposure; gross impressions
D)
circulation; frequency
E)
impressions; circulation
46)
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?
46)
A)
account management
B)
message development
C)
media buying
D)
media planning
E)
account planning
47)
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?
47)
A)
creative director
B)
media planner
C)
account planner
D)
media buyer
E)
account manager
48)
What two factors must advertisers consider when deciding in which magazines to place ads?
48)
A)
size and format
B)
frequency of publication and format
C)
size and technology
D)
format and technology
E)
frequency of publication and size
49)
________ involves implementing strategic decisions outlined in the media plan, such as where to
advertise.
49)
A)
Media planning
B)
Media verification
C)
Media buying
D)
Media strategy
E)
Media mixing
50)
Dole, the fresh banana, juice, and canned fruit company, began testing a glossy magazine, Dole
Fresh Choices, in the banana section of a grocery store in Houston and has plans for more
widespread distribution. The magazine offers women–targeted articles on health and nutrition.
Which magazine classification best describes this magazine?
50)
A)
editorial content
B)
physical characteristics
C)
distribution
D)
ownership
E)
geography
51)
________ combines information on subscribers kept in a database with a computer program to
produce magazines that include special sections for subscribers based on their demographic
profiles.
51)
A)
Satellite transmission
B)
Fractional page space
C)
Desktop publishing
D)
Custom publishing
E)
Selective binding
52)
One characteristic of newspapers is that they can target specific consumer groups through special
interest newspapers, special interest sections (i.e., business, sports, lifestyle), and advertising inserts
delivered only to particular zip codes or zones. This characteristic is known as ________.
52)
A)
market zoning
B)
market selectivity
C)
market focus
D)
selective binding
E)
market segmentation
53)
________ are independent companies that specialize in doing media research, planning, and
buying.
53)
A)
Media planners
B)
Media specialists
C)
Media reps
D)
Media–buying services
E)
Account planners
54)
Honda is launching its new Ridgeline truck and wants to expose the largest percentage of the
prime time TV viewing audience as possible to their message at least once during the next six
months. Which media concept is Honda trying to maximize?
54)
A)
impressions
B)
reach
C)
HUTs
D)
circulation
E)
frequency
55)
Newspapers, magazines, packaging, and directories are known as ________ media.
55)
A)
broadcast
B)
interactive
C)
print
D)
narrowcast
E)
directional
56)
Mini–Case Question. What is Allison’s job function?
56)
A)
account buyer
B)
account planner
C)
media buyer
D)
rate negotiator
E)
media planning
Explanation:
57)
Which of the following statements is true regarding Directory and Yellow Pages advertising?
57)
A)
Only businesses that have paid for advertising space are listed in the Yellow Pages.
B)
Only 10 percent of consumers who consult the Yellow Pages follow up with some kind of
action.
C)
Only directories published by AT&T can used the name Yellow Pages.
D)
Advertising in directories is extremely expensive.
E)
Because a Yellow Pages ad is the last step in the search for a product or service by a
committed consumer, the ads are not intrusive.
58)
Which of the following is a limitation of directory advertising?
58)
A)
directional
B)
flexible in size, color, format
C)
inexpensive
D)
low production quality
E)
good ROI
D
59)
Who compiles audience measurement data, as well as media costs and availability data for the
various media options being considered by the planners?
59)
A)
media reps
B)
media buyers
C)
media detailers
D)
media researchers
E)
media planners
D
E
60)
Newspaper is the ________, and the Wall Street Journal is the ________.
60)
A)
execution; medium
B)
vehicle; medium
C)
medium; execution
D)
reach; impression
E)
medium; vehicle
61)
The outdoor board on the side of the highway with the message telling drivers that the Holiday Inn
Express is at the next exit illustrates which advantage of outdoor advertising?
61)
A)
lack of flexibility
B)
directional medium
C)
reinforce a creative concept employed in other media
D)
high–impact medium offering larger–than–life visuals, on a hard–to–ignore structure
E)
least expensive of all major media
62)
The standard size of newspaper, which is usually 8 columns wide and 300 lines deep, or 22 inches
deep by 14 inches wide, is known as ________.
62)
A)
tabloid
B)
broadsheet
C)
standard
D)
weekly
E)
daily