COMM 350 Quizzes

80 terms by sgtpreus 

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reach

________ is the number of different audience members exposed at least once to a media vehicle.

marketing strategies

Which of the following is NOT a part of the media plan?

high market share and monitor for sales decline (key)

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and Low CDI. What do these results imply?

spring-blooming bulbs - continuous

Which media scheduling method would be inappropriate for the product named?

frequency, reach

Given the objective is comprehension of the message, the strategy should be to maximize ______ at the expense of _______ .

True

When the coverage of the media exceeds the targeted audience, this excess is referred to as wasted coverage.

duplication and maximize frequency

Dr Pepper ran its commercial featuring Garth Brooks during American Idol and during The Bachelor. Since many people watch both television shows, ________ occured. It is a desired feature if the media strategy is to ___________.

effective reach

The concept _____ is based on the assumption that one exposure to an ad may not be enough to convey the desired message.

the purchase and usage cycle is short

Greater frequency levels of exposure would be necessary if...

Newspaper B is the more cost-effective buy

A retailer wants to run an ad announcing that the new Harry Potter book will be available at the store next Saturday. There are two newspapers in the community in which the retailer operates. An ad in Newspaper A will cost $500, and an ad in Newspaper B will cost $375. Newspaper A has a circulation of 10,000, and Newspaper B has a circulation of 8,000. After calculating the CPM, you know:

all of the above

Television is considered an excellent advertising medium because of...

selectivity

Mercedes Benz automobiles runs commercials for its expensive automobiles on the A&E cable channel, which reaches a highly educated and upscale audience. This is an example of how _______ is possible through cable television.

limited creative options for developing and presenting advertising messages

Which of the following is NOT a limitation associated with the use of television as an advertising medium?

do all of the above

National advertisers may use spot television advertising to:

prime-time

Which television daypart has the highest rates, is dominated by national advertising, and attracts the largest viewing audience is:

all of the above

Why are advertisers interested in cable as an advertising medium?

audience size and composition

The price for commercial time charged by a television network is largely upfront commitments.

a rating point

_______ is defined as one percent of all the television households in a particular area tuned to a specific program.

all of the above

Radio is a very effective medium for reaching:

integrated marketing opportunities

Mountain Dew often sponsors live radio broadcasts at beaches, sporting events, and festivals in which it sets up booths for sampling and giveaways. This is an example of how Mountain Dew is capitalizing on which advantage offered by radio?

consumer, farm, and business

According to Standard Rate and Data Service, magazines can be classified as ______ publications.

regional editions of specialty magazines such as Runner's World

Avia makes athletic shoes. Avia's marketing research has shown there are a large number of serious runners living in the Pacific Northwest region of the US. These individuals would be willing to pay over $200 for a good pair of running shoes. To reach this market, the best media option would be:

creative space buys

Janome manufactures sewing machines. In an issue of Home Companion, Janome purchased the bottom quarter ad space on three successive pages to advertise the winter clearance sale on different models sewing machines at Janome authorized dealers. Janome used _______ to attract reader's attention.

Consumers generally choose to purchase magazine because they are interested in the content and ads are additional information relevant to the issue or topic area

Which of the following statements provides a reason why consumers are more receptive to magazine advertising than to television advertising.

long lead times

Which of the following is a DISADVANTAGE inherent in advertising in magazines.

guaranteed circulation

Many publications base their rates on ______ and give refunds to advertisers if the number of delivered magazines is below that quality.

syndicated Sunday newspaper supplements

Parade and USA Weekend are examples of....

Many newspapers publish several geographic or zone editions and thus provide selectivity to local advertisers.

Which of the following statements about the geographic selectivity offered by newspapers is true?

The rates newspapers charge national advertisers are up to 75% higher than those paid by local advertisers

Which of the following statements about newspaper advertising rates is true?

flat rate; open rate

When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure. When discounts are available, it is using a(n) _________ structure

all of the above

Examples of the use of alternative media include:

none of the above

A company wishing to advertise to a very specific target market with a message designed to aid comprehension of the product benefits offered should use:

in-store media

Based on research figures, approximately two-thirds of all consumers' purchase decisions are made while shopping. Given this fact, which of the following media should be most effective in influencing consumer decisions?

all of the above

Which of the following is a disadvantage associated with transit advertising?

outdoor

Which of the following support media provides advertisers with wide coverage of local markets and high levels of frequency?

true

Negative attitudes of consumers (toward the medium) have been cited as a limitation of outdoor advertising.

advertising specialities

Useful articles of merchandise, such as sports bottles, calendars, and pens, imprinted with an advertiser's name, message, or logo are examples of :

in-flight advertising

Which support medium would probably be most effective for expensive cologne where the target audience for the product is upscale businessmen?

branded entertainment

Which support medium should be employed if the objective is to associate the product with a very specific type of user and to appear as though it's really not being advertised at all?

the decline in viewership of traditional media

One reason advertisers are seeking out alternative advertising options including on beaches, in schools, and even on bodies is:

do all of the above

Marketers should assess advertising effectiveness measures in order to :

concept

_________ testing takes place at the earliest stage of the development for either a print ad or a broadcast commercial.

true

The fact that people in market research lab setting looking at ad mockups may look at an ad more closely than they might look at it if it was included in a magazine that was delivered to their home is an example of a testing bias.

true

The primary difference between a laboratory experiment and a field experiment is that in a field experiment, the researcher has less control over extraneous independent variables.

pretesting through focus groups

To try to help Americans prepare for a terrorist attack, the US Department of Homeland Security used a new 1.2million ad campaign involving both print and broadcast media. Prior to the development of the advertisements, the department conducted concept tests with small groups of 8-10 average US citizens from NY City, Kansas City, LA, and elsewhere who gave their opinions on what the ads should contain and how the message should be delivered. This is an example of:

true

Pupillometrics, electrodermal response and electroencelphalographic measures are all forms of physiological measures of advertising effectiveness.

alternate copies of the same issue to carry different versions of the message

A "split-run" privilege offered by some print media allows:

all of the above are true

Which of the following is not true about the recognition method?

true

Sometimes participants rate an ad good on all characteristics because they like a few and overlook specific weaknesses. This tendency called the halo effect, distorts the ratings and defeats the ability to control for specific components.

true

Good tests of advertising effectiveness must address the nine principles established by PACT. One of the easiest ways to do this is to follow a decision sequence model. The first step in the model is to : establish communication objectives.

consumers

Coupons, bonus packs, premiums, and samples are promotional offers that are targeted towards:

brand equity

Critics of sales promotions contend the increase in sales promotions is leading to a decrease in:

can be accomplished through consumer promotions that reinforce established brand images or positioning

Consumer-franchise-building (equity building) for a brand

defend current customers

The objective of a $.75 off coupon for Selsun Blue dandruff shampoo was most likely to

Sampling

_______ is generally considered the most effective method for generating trial of a new product.

newspaper freestanding inserts

The most popular method for distributing coupons is:

premium

A _____ is an offer of an item of merchandise or service either free or at a reduced price that is used to provide an extra incentive to purchase.

contest; sweepstakes

With a ________ consumers compete for prizes and/or money on the basis of skills or ability, while with a(n) _______ winners are determined purely by chance.

event marketing

May is National Arthritis Month. To celebrate this month, the manufacturer of Aleve pain reliever sponsored fundraiser walks to raise money to find a cure for arthritis. Aleve's manufacturer engaged in:

a sales promotional trap or spiral

Delta Air began offering triple miles to members of its frequent flyer program when they took any delta flight from new york to miami. Then united and other airlines immediately matched the offer, and it was believed for a long time that they all must continue the program or lose their competitive position. This situation is an example of:

public relations

_____ is the management functions that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest and executes a program of action to earn public understanding and acceptance.

true

public relations activities that are designed to support marketing objectives are known as marketing public relations.

have targeted government bodies

Companies that support lobbying efforts:

percentage of positive and negative articles over time.

Criteria for measuring the effectiveness of public relations activities include:

lack of control

one of the main disadvantages of publicity is:

corporate advertising

communications activities designed to promote a firms overall image, without reference to a specific product, are called

corporate advertising

The illustration in the ad for Accenture showed an elephant walking a narrow log suspended between two cliffs. The headline read, "who says you can't be big and nimble?" since the ad made no reference to the specific products offered by accenture it is an example of:

Toyota promoting its concern for the environment

which of the following best reflects an example of corporate advertising?

advocacy advertising

_____ is a major form of corporate advertising that addresses social, business, or environmental issues.

conducting studies to determine the relationship between corporate advertising and stock prices

The attempt to measure the effectiveness of PR activities is often difficult to achieve. Which of the following measures would be most useful in this effort?

false

Facebook, twitter, and other such interactive social networking sites form a part of the web 1.0 era

true

In case of search engine advertising, advertisers pay only when a consumer clicks on their ad or link from a search engine page

true

behavior tracking, on the internet, helps in tailoring the message to appeal to the specific needs and wants of the target audience.

stimulate trial

iTunes allows for a "sampling" of songs before you purchase in order to:

search engine optimization

____ is the process of improving the volume of traffic driven to one's site by a search engine through unpaid (organic) results as opposed to paid inclusions.

webisodes

_____ are short featured films in which companies create their own content to advertise their products.

public relations

Good Mews is a no-cage, no-kill cat shelter that tries to care for and find homes for cats and kittens...

recall and retention

Which of the following is a traditional method of measuring the effectiveness of the internet?

a major advantage of the web is the ability to target very specific groups of individuals

what of the following is true about the internet?

irritation

which of the following has been cited as a disadvantage associate with using the internet?

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