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The typical radio programming day is divided into five segments called ________.
A) listener groups
B) drive times
C) coverages
D) ratings
E) dayparts
Which type of thinking is logical, orderly, and linear?
A) right-brain
B) left-brain
C) top-brain
D) back-brain
E) lateral-brain
________ is a photo-sharing social network.
A) Twitter
B) Instagram
C) Tumblr
D) Angie's List
E) SoundCloud
When an industry develops, uses, and enforces norms, this is known as which type of
self-regulation?
A) industry self-regulation
B) self-discipline
C) social ethics
D) professional ethics
E) personal ethics
Serena is planning a direct-marketing campaign and is examining the effectiveness of
past direct-marketing efforts. She notices that a higher percentage of customers
responded to her company's last direct-mail communication than to its telemarketing
communication. Serena was comparing the ________ of these two communication
efforts.
A) recency
B) frequency
C) conversion rates
D) fulfillment rates
E) optimization
* Target population: 100,000
** those who did not read either of the other two magazines
Some members of a certain advertiser's target market subscribe to all three magazines,
so they would likely see each ad placed in each magazine. Other members of the
audience, however, may not see the ads at all. The media planner for this advertiser has
divided the total target audience into five sections and estimated how often members of
each section will be exposed to the ad. This is called ________ analysis.
A) frequency quintile distribution
B) targeted cost per thousand
C) reach plus frequency
D) average frequency
E) effective reach
Which type of direct-marketing list is a list of some specific category, such as sports car
owners, new homebuyers, graduating seniors, or subscribers to a magazine?
A) data list
B) house list
C) compiled list
D) response list
E) prospect list
Marketers sometimes ask consumers to record their activities and thoughts through the
use of ________.
A) surveys
B) focus groups
C) diaries
D) monitors
E) purpose-driven games
The goal of media planning is to:
A) minimize impact and minimize cost
B) maximize impact and minimize cost
C) maximize impact and maximize cost
D) maximize impact and stabilize cost
E) stabilize impact and minimize cost
Which of the following is a tool of radio advertising?
A) headline
B) body copy
C) theater
D) motion
E) voice
Which of the following would NOT be considered owned media?
A) websites
B) direct-mail email address lists
C) Facebook sites
D) public relations publications
E) word-of-mouth
Which of the following was NOT required by the Children's Television Advertising
Practice Act of 1990?
A) a 10.5-minute-per-hour ceiling for commercials in children's weekend television
programming
B) three hours of children's educational shows aired by all TV stations each week
C) commercial breaks that are clearly distinguished from programming
D) prohibiting the use of children's program characters to promote products in
commercials
E) a 12-minute-per-hour limit for commercials in children's weekday television
programming
Which of the following provide the consumer with more units of a product sold at a
lower price than if they were bought at the single-unit price?
A) prize-pack deals
B) cents-off deals
C) bonus packs
D) banded packs
E) rebates
The idea of ________ is that a consumer is more than just interested in something; he
or she is "turned on."
A) attitude
B) engagement
C) cognition
D) credibility
E) rehearsal
Which type of agency is responsible for making sure consumers receive whatever they
request in a timely manner, be it a catalog, additional information, or the product itself?
A) advertising agency
B) independent agency
C) service firm
D) fulfillment house
E) direct-marketing agency
Which of the following is typically the first step in the process of message
development?
A) concept testing
B) review of secondary research provided by the client
C) "Big Idea" brainstorming
D) diagnostic research
E) personal research
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. Through integration, the media
work through and with each other. What media trend is Michelle discussing?
A) interactivity
B) engagement
C) convergence
D) commoditization
E) cadence
