Deck 11: Media Basics

Question 1

Broadcast media include all of the following EXCEPT which one?

A)network television
B)local television
C)cable television
D)radio
E)the Internet

Answer 1

E

Question 2

Who makes the strategic decisions outlined in the media plan?

A)media buyers
B)media researchers
C)media planners
D)media reps
E)media brokers

Answer 2

C

Question 3

The ________ is the most important media change that has occurred over the last twenty years.

A)Internet
B)newspaper
C)television
D)magazine
E)radio

Answer 3

A

Question 4

Which of the following is the result when many types of products are similar?

A)impersonalization
B)interactivity
C)engagement
D)cadence
E)commoditization

Question 5

A company is using ________ when it airs a television commercial to millions.

A)interactive media
B)viral media
C)mass media
D)personal media
E)niche media

Question 6

Media experts describe ________ as the closeness of fit between the interests of viewers and the relevance of the media content.

A)convergence
B)interactivity
C)engagement
D)cadence
E)commoditization

Question 7

Which of the following most accurately identifies the strength of radio?

A)delivering information in depth
B)tailoring programs to audience tastes
C)bringing entertainment into the home
D)delivering personalized information
E)creating two-way communication

Question 8

Media buyers must be aware of how mass media is changing. Which of the following is NOT one of the media environment trends discussed in your text?

A)convergence
B)interactivity
C)engagement
D)social responsibility
E)personalization

Question 9

________ sites like MySpace and Facebook build on the interactivity of the Internet.

A)Social networking
B)Product placement
C)Video game
D)Branded entertainment
E)Advertainment

Question 10

Which of the following is a media buzzword that refers to the captivating quality of media that an audience finds engrossing?

A)convergence
B)interactivity
C)cadence
D)commoditization
E)engagement

Question 11

Media brokers are also known as media ________.

A)buyers
B)researchers
C)planners
D)reps
E)salespeople

Question 12

________ are people or companies that sell space and time for a variety of media.

A)Media salespeople
B)Media reps
C)Media buyers
D)Media researchers
E)Media distributors

Question 13

Which of the following refers to communication channels through which messages can be sent to identifiable groups of people with a distinct common interest?

A)interactive media
B)viral media
C)mass media
D)personal media
E)niche media

Question 14

Who implements the media plan?

A)media buyers
B)media researchers
C)media planners
D)media reps
E)media brokers

Question 15

Which of the following most accurately identifies the strength of newspapers and magazines?

A)delivering information in depth
B)tailoring programs to audience tastes
C)bringing entertainment into the home
D)delivering personalized information
E)creating two-way communication

Question 16

The forms that media buys take are ________ and ________.

A)share; impressions
B)space; time
C)circulation; impressions
D)ratings; share
E)reach; frequency

Question 17

Media salespeople compile profile information about the people who watch, listen, or read the medium in packets of information known as ________.

A)rate cards
B)take-aways
C)give-aways
D)media kits
E)sales kits

Question 18

What word or phrase involves the digitization of the media, in which all of the mass media save and transmit information through the same digital forms?

A)convergence
B)interactivity
C)cadence
D)commoditization
E)engagement

Question 19

The term ________ refers to the ability of media planners to analyze the cost of a media buy relative to the size of the medium's audience.

A)audited media
B)mass media
C)niche media
D)targeted media
E)measured media

Question 20

Media that offer opportunities for dialogue and two-way conversation are most accurately described as ________.

A)engaging
B)niche
C)addressable
D)interactive
E)converging

Question 21

Members of which of the following generational groups grew up with tape recorders, video games, VCRs, and cable TV, but not cell phones, computers, or Internet?

A)Traditionalists
B)Boomers
C)Gen Xers
D)Gen Yers
E)Millennials

Question 22

Who compiles audience measurement data, as well as media costs and availability data, for the various media options being considered?

A)media buyers
B)media planners
C)media reps
D)media researchers
E)media brokers

Question 23

The number of times a person is exposed to an advertisement is known as ________.

A)gross impression
B)circulation
C)exposure
D)reach
E)frequency

Question 24

Which term refers to the percentage of viewers based on the number of television sets turned on?

A)rating
B)share
C)gross rating points
D)gross impressions
E)impressions

Question 25

The sum of the total exposure potential expressed as a percentage of the audience population is called ________.

A)circulation
B)share
C)rating points
D)gross share points
E)impressions

Question 26

The most intrusive medium is ________.

A)radio
B)newspaper
C)television
D)personal selling
E)Internet

Question 27

For print media, ________ refers to copies sold, and ________ estimate(s)the actual readership.

A)circulation; frequency
B)circulation; impressions
C)frequency; circulation
D)impressions; circulation
E)exposure; gross impressions

Question 28

Members of which of the following generational groups grew up with newspapers, magazines, and radio, but not television, cell phones, computers, or the Internet?

A)Traditionalists
B)Boomers
C)Gen Xers
D)Gen Yers
E)Millennials

Question 29

Relationship marketing is a concept that originated with ________.

A)mass media
B)personal sales
C)direct marketing
D)public relations
E)viral marketing

Question 30

The way various types of media are strategically combined in a media plan is known as a ________.

A)media mix
B)message mix
C)media vehicle
D)message frequency
E)media reach

Question 31

Media effects all begin with ________.

A)impressions
B)circulation
C)exposure
D)reach
E)frequency

Question 32

A ________ identifies the best media to use to deliver an advertising message to a targeted audience and is a subsection within an advertising plan.

A)media impression
B)media vehicle
C)gross impression plan
D)media plan
E)message plan

Question 33

The percentage of the media audience exposed at least once to the advertiser's message during a specific time frame is known as ________.

A)an impression
B)circulation
C)exposure
D)reach
E)frequency

Question 34

Which of the following statements is true regarding print media?

A)Circulation measures the actual readership.
B)Impressions estimate the actual readership.
C)Impressions refer to copies sold.
D)Reach is more important than frequency.
E)Frequency is more important than reach.

Question 35

In the new media world, ________ will replace ________.

A)intrusiveness; engagement
B)intrusiveness; interruption
C)interruption; engagement
D)engagement; interruption
E)interruption; intrusiveness

Question 36

One person's opportunity to be exposed one time to an ad in a broadcast program, newspaper, magazine, or outdoor location is known as ________.

A)an impression
B)circulation
C)exposure
D)reach
E)frequency

Question 37

Relationship marketing shifts the focus from the objective of getting a one-time purchase by a target to the ________.

A)integration of all brand communications
B)maintenance of long-term involvement from the firm's critical stakeholders
C)use of experiential marketing to make brand connections
D)generation of positive word of mouth through buzz marketing
E)the use of interactive media to personalize all contact points

Question 38

Members of which of the following generational groups grew up with DVDs, TiVo, satellite radio, iPods, smart phones, Facebook, and Twitter?

A)Traditionalists
B)Boomers
C)Gen Xers
D)Gen Yers
E)Millennials

Question 39

Giving customers opt-in or opt-out options for receiving brand information digitally is an effective way to minimize ________.

A)intrusiveness
B)engagement
C)share
D)frequency
E)viral communication

Question 40

________ are independent companies that specialize in doing media research, planning, and buying.

A)Media platforms
B)Account planners
C)Media agencies
D)Media buying companies
E)Media brokers

Question 41

Which of the following is NOT considered a traditional advertising media?

A)customer service
B)outdoor boards
C)newspapers
D)magazines
E)radio

Question 42

A local business that hires a sign holder to stand on the sidewalk, trying to catch the attention of passersby by promoting a special marketing event, is using ________.

A)guerrilla marketing
B)viral marketing
C)product placement
D)advertainment
E)mobile marketing

Question 43

________ is the use of unconventional marketing communication activities that are intended to get buzz on a limited budget.

A)Guerilla marketing
B)Instant messaging
C)Experiential marketing
D)Advertainment
E)Branded entertainment

Question 44

Every brand experience that a consumer has is called a(n)________.

A)touch point
B)channel
C)promotion
D)integration
E)feedback

Question 45

All of the following are trends in the modern media landscape EXCEPT which one?

A)Media consumers are in control of their media.
B)Media consumers are passive rather than active.
C)Lives are media focused.
D)Personal life has become public.
E)Global has become local.

Question 46

What does the term viral marketing mean?

A)It is another term for online privacy.
B)It is another term for online security.
C)It refers to problems associated with computer viruses.
D)It refers to buzz marketing that occurs online.
E)It refers to negative publicity associated with company blogs.

Question 47

Which of the following has been referred to as "stealth advertising" by the Writers Guild of America?

A)branded advertainment
B)branded apps
C)mobile marketing
D)product placement
E)consumer-generated content

Question 48

Which of the following would NOT be considered one of a firm's critical stakeholders?

A)an employee
B)a competitor
C)a community member
D)a customer
E)a distributor

Question 49

Which marketing communication tool has the goal of creating impact on the store shelf?

A)press release
B)packaging
C)word of mouth
D)coupons
E)customer service

Question 50

Which of the following is NOT an advantage of product placement?

A)demonstrates product use in a natural setting by people who are celebrities
B)unexpected and catches the audience when resistance to advertising messages may be dialed down
C)effective even if there is not a match between the product and the movie or its audience
D)good for engaging the affections of other stakeholders, such as employees and dealers, particularly if the placement is supported with its own campaign
E)All of the above are advantages of product placement.

Question 51

A(n)________ connects the brand and the customer on an emotional level and leads to a yes or no decision about a brand relationship.

A)experiential contact
B)engaged contact
C)critical touchpoint
D)addressed touchpoint
E)interactive touchpoint

Question 52

A ________ is both a container and a communication vehicle.

A)promotion
B)touchpoint
C)product placement
D)package
E)branded app

Question 53

Which of the following is a primary disadvantage of viral marketing?

A)The costs of viral marketing are too high for most companies.
B)The brand associated with the viral message is usually forgotten.
C)Marketers have little control over who receives the viral message.
D)Viral messages are offensive to many potential customers.
E)Viral messages are blocked by most search engines.

Question 54

Which of the following is a disadvantage of guerilla marketing?

A)limited reach
B)unethical
C)low impact
D)not effective
E)high cost

Question 55

The goal of ________ is to intensify customers' active involvement with a brand.

A)advertainment
B)opt-in marketing
C)product placement
D)guerilla marketing
E)experiential marketing

Question 56

________ represents a company's attitude and behavior during interactions with customers.

A)Customer engagement
B)Partner management
C)Customer service
D)Relationship marketing
E)Experiential marketing

Question 57

Viral marketing primarily uses which of the following communication channels?

A)billboards
B)print media
C)radio
D)broadcast media
E)the Internet

Question 58

Facebook and Twitter are both examples of ________.

A)broadcast media
B)branded entertainment
C)guerilla marketing
D)social media
E)traditional media

Question 59

The use of the media of entertainment to engage consumers with brands is referred to as ________.

A)advertainment
B)viral marketing
C)alternative media
D)subliminal advertising
E)guerilla marketing

Question 60

Which of the following refers to a brand appearing in a television program or movie as a prop?

A)product placement
B)advertainment
C)guerilla marketing
D)viral marketing
E)branded entertainment

Question 61

Another name for branded entertainment is ________.

A)advertainment
B)viral marketing
C)branded apps
D)product placement
E)guerilla marketing

Question 62

________ is the strategy based on reaching people on the run via their cell phones.

A)Viral marketing
B)Experiential marketing
C)Mobile marketing
D)Digital marketing
E)Guerilla marketing

Question 63

Television first became popular in the United States in the 1960s.

Question 64

A branded application is least likely to run on which of the following?

A)smart phone
B)iPad
C)laptop computer
D)television
E)social networking site

Question 65

Of the traditional forms of media, newspapers lost the most in the wake of online media growth and the Great Recession.

Question 66

Which of the following forms of nontraditional media goes everywhere the target audience goes?

A)product placement
B)branded entertainment
C)advertainment
D)mobile marketing
E)guerrilla marketing

Question 67

In traditional mass media, communication is a one-way process.

Question 68

The distinction between mass media and niche media is based almost entirely on size.

Question 69

The media are used primarily for advertising.

Question 70

Which of the following refers to two people chatting via typed messages composed on their computers?

A)skyping
B)text messaging
C)vodcasting
D)podcasting
E)instant messaging

Question 71

Which of the following refers to two people chatting via typed messages composed on their cell phones?

A)skyping
B)text messaging
C)vodcasting
D)podcasting
E)instant messaging

Question 72

On the Internet, ________ have created a new form of Web advertising similar to television programs with recurring episodes in a developing story.

A)blogs
B)webisodes
C)superstitials
D)e-serials
E)e-soaps

Question 73

Video messages and downloads, mobile games, and instant messaging are all examples of ________ marketing.

A)advertainment
B)branded entertainment
C)guerilla
D)webisode
E)mobile

Question 74

Marketers view mobile phones as the next big marketing medium for all of the following reasons EXCEPT which one?

A)More consumers are using their cell phones for text messaging, surfing the Web, and watching videos.
B)Unlike telemarketing, mobile phone marketing is initially appealing to most cell phone users.
C)Cell phones are very popular with the highly desirable 18-to-34-year-old demographic.
D)Cell phone users can respond instantly to time-sensitive offers.
E)Most consumers always have their cell phones with them.

Question 75

Media brokers work for a specific medium, such as a magazine or local television station, and their objective is to build the best possible argument to convince media planners to use the medium they represent.

Question 76

Which of the following forms of nontraditional media is most limited by a small reach?

A)product placement
B)branded entertainment
C)advertainment
D)mobile marketing
E)guerrilla marketing

Question 77

All marketing communication messages are carried by some form of media.

Question 78

The Internet, mail, and telephone are all considered addressable media.

Question 79

Despite the Great Recession of the late 2000s, traditional media see continued growth in ad revenues.

Question 80

The Internet is the most multidimensional medium available to advertisers.