Question 1

Ronny finished college three years ago and has been working in the advertising industry ever since. Ronny feels comfortable adopting technological innovations at work and in his personal life, perhaps because he is a member of the first generation to grow up with personal computers and the Internet. Ronny belongs to ________.
A)the Traditionalists
B)the Boomers
C)the Gen Xers
D)the Gen Yers
E)the Millennials

Accepted Answer

Gen Yers, also known as Millennials, were born between the years 1981 and 1996, which means that Ronny, who finished college three years ago, belongs to this generation. Millennials are known for growing up with personal computers and the internet, making them comfortable with adopting technological innovations in both their personal and professional lives.

Question 2

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?
A)media planning
B)media buying
C)account planning
D)account management
E)message development

Accepted Answer

June's job responsibility is media planning, which involves researching and selecting media options based on audience profiles and managing scheduling and budgeting for those options. Media buying involves negotiating and purchasing specific ad placements, while account planning and management refer to more general client relationship and strategy responsibilities. Message development involves creating the actual content of the ads.

Question 3

Explain how media technology has changed from the print era to today.

Accepted Answer

The answer of Explain how media technology has changed from...

Question 4

One advantage of advertising in magazines is that they have high reach potential because they are passed along to family, friends, customers, and colleagues.

Accepted Answer

Magazines have the potential to reach a wider audience as they are often shared among people, increasing their reach potential.

Question 5

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 company and jokes that he will be taking over all of their jobs. Describe how their jobs are different and why Chuck can make the joke he did.

Accepted Answer

The answer of Four college roommates who were advertising majors...

Question 6

You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with you through guerilla marketing.

Accepted Answer

Guerilla marketing involves unconventional, innovative, and low-cost marketing tactics aimed at obtaining maximum exposure for a product. Receiving a text message about a sale is a direct marketing strategy, not guerilla marketing.

Question 7

Some television shows have shown actors drinking a cup of Starbucks coffee. In these instances, Starbucks has chosen ________ as a marketing tool.
A)networking
B)guerrilla marketing
C)broadcast advertising
D)product placement
E)advertainment

Accepted Answer

In these instances, Starbucks has chosen product placement as a marketing tool.

Question 8

Describe how Americans' media habits are changing and how this will affect future media mixes.

Accepted Answer

The answer of Describe how Americans' media habits are changing...

Question 9

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message to consumers about the company.
A)public relations message
B)contact point
C)advertisement
D)logo
E)media vehicle

Accepted Answer

Contact points are the various touchpoints that consumers have with the company, such as in-store interactions, social media, website, packaging, and customer service. A consistent and positive message across all these contact points is crucial for successful integrated marketing communications.

Question 10

A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________.
A)mass media
B)interactive media
C)viral marketing
D)addressable media
E)broadcast media

Accepted Answer

The owners of the pizza restaurant are using mass media by placing an advertisement in the town newspaper. Mass media involves reaching a large audience through traditional channels such as newspapers, television, and radio.

Question 11

What are the advantages and disadvantages of mobile marketing?

Accepted Answer

The answer of What are the advantages and disadvantages of...

Question 12

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?
A)media planner
B)media buyer
C)account planner
D)creative director
E)account manager

Accepted Answer

Lisa's role involves selecting specific television shows to advertise in, negotiating costs, and managing billing and payment, which are key responsibilities of a media buyer.

Question 13

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

Accepted Answer

Michelle is discussing the trend of convergence in media, where different types of media integrate with each other through digitization. Interactivity and engagement are related to audience participation, while commoditization and cadence are not directly related to the integration of media.

Question 14

Reach is more important than frequency.

Accepted Answer

The importance of reach versus frequency depends on the marketing goals. Reach is about how many people see the message, while frequency is about how often they see it. Both are important, but their priority can vary based on the campaign's objectives.

Question 15

Honda is launching its new Ridgeline truck and wants to expose the largest possible percentage of the prime time TV viewing audience to its message at least once during the next six months. Which media concept is Honda trying to maximize?
A)frequency
B)impressions
C)reach
D)circulation
E)circulation.

Accepted Answer

Honda is trying to maximize its reach, which refers to the number or percentage of different people who are exposed to the message at least once. This is different from frequency, which is the number of times a person is exposed to the message. Impressions refer to the total number of times the message is seen or heard, regardless of whether it is by the same person or different people. Circulation refers specifically to print media, and is not applicable in this case.

Question 16

The goal of a media plan should be to maximize reach.

Accepted Answer

The goal of a media plan should not only be to maximize reach but also to effectively convey the message to the target audience, generate a response, and achieve the desired objectives within the allocated budget. Therefore, the media plan should focus on achieving the optimal balance between reach, frequency, and impact.

Question 17

Newspaper is the ________, and the Wall Street Journal is the ________.
A)vehicle; medium
B)medium; vehicle
C)medium; execution
D)execution; medium
E)reach; impression

Accepted Answer

Newspaper is the medium of communication, and the Wall Street Journal is a specific newspaper within that medium, making it a subcategory or a specific example of a medium.

Question 18

There is no difference between branded entertainment and product placement.

Accepted Answer

Although branded entertainment and product placement share similarities, they are not the same. Branded entertainment refers to the creation of content that promotes a brand or product, while product placement is a type of advertisement where a product is integrated into another form of media, such as a movie or TV show. While product placement can be a component of branded entertainment, it is not the same thing.

Question 19

As a young woman, Rhonda grew up with newspapers, radio, and television dominating the media. During her adult life, though, Rhonda uses a smart phone, a personal computer and an e-book reader. Rhonda is part of which generation?
A)the Traditionalists
B)the Boomers
C)the Gen Xers
D)the Gen Yers
E)the Millennials

Accepted Answer

The answer of As a young woman, Rhonda grew up...

Question 20

Describe the practice of product placement, explaining its advantages and disadvantages.

Accepted Answer

The answer of Describe the practice of product placement, explaining...

Quiz 11: Media Basics

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?

Explain how media technology has changed from the print era to today.

One advantage of advertising in magazines is that they have high reach potential because they are passed along to family, friends, customers, and colleagues.

You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with you through guerilla marketing.

Some television shows have shown actors drinking a cup of Starbucks coffee. In these instances, Starbucks has chosen ________ as a marketing tool.

Describe how Americans' media habits are changing and how this will affect future media mixes.

A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________.

What are the advantages and disadvantages of mobile marketing?

Reach is more important than frequency.

Honda is launching its new Ridgeline truck and wants to expose the largest possible percentage of the prime time TV viewing audience to its message at least once during the next six months. Which media concept is Honda trying to maximize?

The goal of a media plan should be to maximize reach.

Newspaper is the , and the Wall Street Journal is the .

There is no difference between branded entertainment and product placement.

As a young woman, Rhonda grew up with newspapers, radio, and television dominating the media. During her adult life, though, Rhonda uses a smart phone, a personal computer and an e-book reader. Rhonda is part of which generation?

Describe the practice of product placement, explaining its advantages and disadvantages.