63)
Media buyers must be aware of how mass media is changing. Which of the following is NOT one of
the 5 trends discussed in The Future of Media in Advertising in the Part 3 introduction?
63)
A)
engagement
B)
convergence
C)
newspaper selectivity
D)
commoditization
E)
interactivity
64)
How did Apple initially announce the new product news about the iPod and iTunes?
64)
A)
Apple allowed consumers to download 20 free songs with each purchase of an iPod.
B)
Apple used a combination of TV shows, billboards, and mainstream print magazines to
initially launch the iPod.
C)
CEO Steve Jobs announced the new product news and created the initial buzz that started an
effective word–of–mouth campaign among music and computer fans.
D)
Apple launched a combination of iconic print advertising and posters, creatively presenting
the digital player, and its player, as cool.
E)
Apple spent $9 million on television advertising.
Explanation:
65)
Frequency of publication, format and size, and circulation are ________.
65)
A)
factors by which any medium can be classified
B)
factors by which newspapers can be classified
C)
factors by which magazines can be classified
D)
weaknesses of newspapers as an advertising medium
E)
advantages of newspapers as an advertising medium
Explanation:
Explanation:
66)
Mini–Case Question. 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. What are the people or
companies that sell space (in print) and time (in broadcast) for a variety of media known as?
66)
A)
media reps
B)
media consolidators
C)
media–buying services
D)
customer service reps
E)
media salespeople
67)
In which medium did advertisers spend the most in 2003, 2004, and 2005?
67)
A)
newspapers
B)
television
C)
magazines
D)
radio
E)
outdoor
68)
A ________ identifies the best media to use to deliver an advertising message to a targeted audience
and is a subsection within an advertising plan.
68)
A)
gross impression plan
B)
media vehicle
C)
media plan
D)
media mix
E)
message plan
69)
Which of the following is NOT an advantage of directory advertising?
69)
A)
long life
B)
flexibility with respect to size, colors, and formats
C)
inexpensive
D)
competitive clutter
E)
shopping medium
70)
Which type of billboard is normally created onsite, and can even be painted on the sides of
buildings, roofs, and natural structures, such as the side of a mountain?
70)
A)
printed bulletin
B)
painted posters
C)
extensions
D)
painted bulletin
E)
printed posters
71)
Michelle is a specialist in media planning. She tells clients about media trends in the future. She
often talks about the digitization of media, in which all mass media save and transmit information
through the same digital forms. The integration of the media work through and with each other.
What media trend is Michelle discussing?
71)
A)
Convergence
B)
Engagement
C)
Interactivity
D)
Cadence
E)
Commodization
72)
What is the key difference between directory advertising and brand–image advertising?
72)
A)
Directory advertising provides maps with directions on how to find the retailer’s location.
B)
Directory advertising provides directions on how to use the product, and brand–image
advertising does not.
C)
Directory advertising is not as effective as brand–image advertising.
D)
Directory advertising reaches prospects, people who already know they have a need for the
product or service.
E)
Directory advertising is used in the initial stages of consumer decision making regarding a
purchase.
73)
________ are people or companies that sell space (in print) and time (in broadcast) for a variety of
media.
73)
A)
Media brokers
B)
Media reps
C)
Media salespeople
D)
Media buyers
E)
Media distributors
74)
Mini–Case Question. If the advertiser doesn’t care where its ads run in the newspaper, what rate
will Allison request for her client?
74)
A)
supplement rate
B)
display rate
C)
differential rate
D)
run–of–paper (ROP) rate
E)
classified rate
75)
Which of the following is NOT considered an advantage of advertising in newspapers?
75)
A)
flexibility
B)
market coverage
C)
reaches educated consumers
D)
comparison shopping
E)
short life span
76)
The number of times a person is exposed to an advertisement is known as ________.
76)
A)
gross impressions
B)
reach
C)
circulation
D)
frequency
E)
exposure
D
77)
Nontraditional delivery of magazines is referred to as ________, meaning the magazine is
distributed free to specific audiences.
77)
A)
controlled circulation
B)
nonmeasured circulation
C)
selective circulation
D)
discounted circulation
E)
nontraditional circulation
A
78)
Normally, the largest unit of ad space that magazines sell is the ________.
78)
A)
double–page spread
B)
full–page ad
C)
gutterless spread
D)
nonbleed page
E)
bleed page
A
E
79)
Recently, advertisers were upset because, apparently, some magazines were reporting circulation
figures to be higher than they actually were. Why do you think advertisers were upset?
79)
A)
Inflated circulation figures by just a few publications make the entire industry suspect.
B)
Any negative publicity for a magazine will reflect poorly on their brands because they are
supporting that publication.
C)
Magazine advertising rates are based on circulation figures.
D)
Falsifying circulation figures will hinder future distribution for a magazine.
E)
It generated negative publicity among consumers, which are the advertisers’ target market.
80)
A national advertiser would like to advertise more in newspapers, but there is a substantial rate
differential between national advertisers purchasing the same ad size as local retailers, and, on
average, the national advertisers must pay more than 60 percent more for the same space. What can
a national advertiser do to avoid this rate differential?
80)
A)
Use the “one–order, one–bill” ordering system because they’ve negotiated the rates down to
the local rates.
B)
There’s really nothing a national advertiser can do to avoid the higher rate.
C)
Use co–op advertising, which is an arrangement between an advertiser and a retailer
whereby the retailer buys the ad at the local rate and the advertiser reimburses some or all of
the costs.
D)
Use the “co–op” ordering system because they’ve negotiated the rates down to the local rates.
E)
Advertise only in larger cities because newspapers in those markets do not charge a rate
differential.
81)
Who makes the strategic decisions outlined in the media plan?
81)
A)
media consultants
B)
media reps
C)
media planners
D)
media specialists
E)
media buyers
82)
The way various types of media are strategically combined in an advertising plan is known as a
________.
82)
A)
media vehicle
B)
gross impression
C)
media mix
D)
message mix
E)
medium
83)
Which of the following is NOT an advantage of outdoor advertising?
83)
A)
directional medium
B)
serves as a brand reminder
C)
very few words possible
D)
inexpensive
E)
short viewing time
84)
Which of the following is NOT a main type of audience that magazines target?
84)
A)
industrial
B)
business
C)
consumer
D)
newspaper
E)
farm
85)
Which technology allows a magazine to print personalized messages on ads or on inserts?
85)
A)
desktop publishing
B)
ink–jet imaging
C)
global positioning system
D)
satellite transmission
E)
selective binding
86)
What type of newspaper advertising can carry both national and local advertising and is usually
full–color advertising inserts that appear throughout the week and especially in the Sunday edition
of the newspaper?
86)
A)
classified
B)
co–op
C)
display
D)
supplements
E)
gatefolds
87)
Which of the following is NOT considered a nontraditional delivery method for magazines?
87)
A)
inserting magazines in newspapers
B)
electronic delivery
C)
hanging bagged copies on doorknobs
D)
split run editions
E)
delivering through professionals, such as doctors‘ and dentists’ offices
88)
Which of the following companies does NOT provide useful information to advertisers regarding
magazines?
88)
A)
Simmons Market Research Bureau (SMRB)
B)
Auditing Bureau of Circulations (ABC)
C)
FED
D)
Gallup
E)
Starch
89)
________ includes advertising on outdoor billboards, buses, posters on walls, telephone booths and
shopping kiosks, taxi signs, grocery store carts, blimps, and so forth.
89)
A)
Transit advertising
B)
Outdoor advertising
C)
Out–of–home advertising
D)
Broadcast advertising
E)
Miscellaneous advertising
90)
What form of newspaper advertising is the dominant form, and can be any size and be placed
anywhere in the newspaper except the editorial page?
90)
A)
co–op
B)
supplements
C)
classified
D)
display
E)
gatefolds
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
91)
Laurie was with her toddler in the hair care aisle of Wal–Mart. Her daughter saw a bottle
of shampoo that had a Winnie–the–Pooh head on the top and begged for it because she
wanted to “pway wiff Pooh!” Laurie purchased it for her daughter even though it cost
almost three times as much as a similar shampoo that wasn’t in a cute bottle. Why do you
think Laurie did this?
91)
92)
Mini–Case Question. Finally, Haley and Lauren want to make sure that customers know
how to find their business. Which medium is most appropriate for providing consumers
information on where to purchase the shoes they are looking for?
92)
93)
Carla works in the student activities office of her university and was given the task of
finding a way to better inform students of upcoming activities and events. It’s a rather large
university with a bi–weekly newspaper. Give Carla some suggestions on how she might
accomplish this.
93)
94)
Mini–Case Question. Haley and Lauren want to hold a special event for the USM college
women in an attempt to get them into their store. Would advertising in the local
newspaper be a good advertising medium to make them aware of the special event? Why
or why not?
94)
95)
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 service and jokes that he will be taking over all of their jobs. Describe how
all their jobs are different and why Chuck can make the joke he did.
95)
96)
Mini–Case Question. Haley and Lauren are thinking about advertising in the local
newspaper, the Hattiesburg American, but they don’t have a basic understanding of
advertising in newspapers. Provide a brief overview of the types of advertising in
newspapers, noting which would be most appropriate for them, and how they can learn of
the prices for advertising space.
96)
97)
Your friend is confused about the terms impression and circulation. What would you say to
help him understand the difference in these concepts?
97)
98)
Mini–Case Question. Discuss some out–of–home advertising vehicles that might be
appropriate for this business.
98)
99)
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, and what
is the goal of a media plan with respect to these two terms?
99)
100)
Explain what is meant by the term media vehicle, and give an example for each major
advertising medium.
100)
101)
You are working at a summer job selling advertising space for the campus telephone
directory. Some of the businesses you call on, even those that currently advertise in the
directory, are reluctant because they don’t see the benefit of advertising in this media
vehicle. Provide some advantages of directory advertising that might help persuade these
advertisers.
101)