118) 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.
119) 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) binge watching.
E) media freedom.
120) 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) binge watching.
E) media freedom.
121) All of the following statements are true about the 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 is inexpensive.
D) Viewers are increasingly time-shifting their viewing habits with DVRs, DVDs, and
subscription and Internet options like Netflix and Hulu.
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.
122) 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.
123) 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.
124) 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.
125) 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.
126) 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.
127) 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.
128) 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
129) 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.
130) 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.
131) 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.
132) 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 targets millennials
D) flyers sent to all the Milwaukee zip codes
E) Milwaukee regional newspapers
133) One advantage of using newspapers as an advertising medium is
A) the 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.
134) An advantage of newspaper advertising 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.
135) 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.
136) 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.
137) 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.
138) The Wall Street Journal and USA Today each have a national distribution of more than
A) 800,000 readers.
B) 2 million readers.
C) 15 million readers.
D) 50 million readers.
E) 75 million readers.
139) 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.
140) One disadvantage of using the yellow pages as an advertising medium is
A) they are difficult to keep up to date.
B) that the marketer cannot control the exact message that is published.
C) the perishability of the ads.
D) that few households with telephones have them.
E) the high delivery costs.
141) One advantage of using the Internet as an advertising medium is
A) there is no need to segment markets.
B) the ads can be interactive and link directly to the advertiser.
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.
142) There are a variety of online advertising options. The most popular are
A) paid search, classifieds, interactives, and interstitials.
B) free search, banner ads, spamming, and video.
C) wikis, RSS feeds, interstitials, and cookies.
D) paid search, display ads, classified ads, and video.
E) pop-ups, paid search, streaming video, and spamming.
143) 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.
144) The broad set of interactive messaging options that enables 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.
145) One disadvantage of using the Internet as an advertising medium is
A) as a relatively new medium, it has attracted limited use.
B) it is difficult to translate messages that can be used in social media networks such as
Facebook and Twitter.
C) the difficulty of measuring the impact on consumers.
D) it often creates more traffic than a firm can actually handle.
E) pay-per-click search ads on Google are expensive and ineffective.
146) Which of the following statements about online advertising is most accurate?
A) It is easier to measure the impact of online advertising than other media.
B) Although annoying, click fraud and web-tipping are not causing real financial damage.
C) Although they are popular for younger generations, few baby boomers can be reached with
online ads.
D) Though all online ads may not result in “clicks,” studies show they can still result in higher
purchases and website traffic.
E) “Clickbots” can help eliminate fraud in online advertising.
147) The deceptive clicking of ads solely to increase the amount advertisers must pay is referred
to as
A) deceptive advertising.
B) click fraud.
C) web-tipping.
D) click-theft.
E) click-botting.
148) A form of click fraud is called PTR, which is an acronym for
A) Paid-to-read.
B) Ping-to-read.
C) Profit-to-read.
D) Place-to-read.
E) Priced-to-read.
149) Software programs called ________ are a form of click fraud where the software is used to
produce automatic clicks on ads.
A) click spiders
B) click bots
C) click spam
D) click bait
E) click tippers
150) Click fraud can occur when legitimate website visitors click on ads without any intention of
looking at the advertiser’s site to keep the original site visited free. This practice is called
A) click funding.
B) click spam.
C) click botting.
D) web tipping.
E) web crawling.
151) The most common form of outdoor advertising is
A) transit.
B) point-of-purchase display.
C) the billboard.
D) the kiosk.
E) in-store signage.
152) One advantage of using billboards as an advertising medium is
A) it is environmentally friendly.
B) it has universal appeal.
C) it is particularly suited to national campaigns.
D) it has good local reach and frequency.
E) it is especially effective for persuasive advertisements.
153) Which of the following statements regarding billboards is most accurate?
A) Billboards are a good supplemental reinforcement for well-known products.
B) Contrary to popular belief, billboards are not driving hazards since they help keep drivers
alert.
C) Billboards are well-suited for pioneering product advertising.
D) Billboards are often too expensive for small local firms and are better suited for national
campaigns.
E) Billboards are more effective in rural areas than in metropolitan ones.
154) One form of outdoor advertising is
A) direct selling.
B) public service announcements.
C) transit advertising.
D) premiums.
E) the yellow pages.
155) Nontraditional advertising options found in airports, health clubs, and theaters are called
A) remote media.
B) electronic advertising.
C) product placements.
D) cooperative advertising.
E) place-based media.
156) Several hospitals placed signs on the inside door of bathroom stalls in their ladies’
restrooms encouraging women to seek help if they are being abused. The signs included
information and contact numbers for immediate help. This is an example of
A) remote media.
B) social network advertising.
C) place-based media.
D) advocacy advertising.
E) cooperative advertising.
157) In terms of scheduling advertising, buyer turnover refers to
A) the amount of time between repeat purchases for a given product.
B) how often new buyers enter the market to buy a product.
C) the amount of time for a buyer to enter and exit a product’s life cycle.
D) how often a consumer will try competitive brands before becoming a brand loyal customer of
the firm’s product.
E) the ratio of repeat purchases to the number of buyers for an offering.