Deck 13: Media Planning Newspapers Magazines Tv and Radio

Question 1

An advantage of magazines is that they are synergistic with digital media.

Answer 1

True

Question 2

Pass­along readership occurs when other people visit a magazine subscriber's home or professional office and look
at magazines.

Answer 2

True

Question 3

Barter syndication offers both off-network and first-run syndication shows at a higher rate than local TV stations.

Answer 3

False

Question 4

Free-standing inserts would be the best option for an individual who wants to sell his old car.

Question 5

Pay-for-inquiry advertising is a payment scheme in which the medium gets paid by advertisers based on the number of inquiries received in response to an ad.

Question 6

As opposed to using digital media, using traditional media makes it easier to make an advertising campaign global.

Question 7

Digital media must synergize with traditional media in order to work most effectively.

Question 8

As the newspaper page offers a small and relatively expensive format, advertisers cannot provide a lot of information to the target audience at relatively low cost.

Question 9

As a media class, one disadvantage of magazines is that they are read quickly and discarded-this increases the
possibility of the ad being easily forgotten.

Question 10

As the paper quality of most magazines is poor, color reproduction can be a problem and may cause creative limitations for advertisers.

Question 11

An advertiser who seeks high reception and voluntary audience exposure for his advertisements, should choose magazines as his advertising medium.

Question 12

The main advantage of magazines as a media choice is their audience selectivity, which can be based on demographics, lifestyle, or special interests.

Question 13

For an advertiser who wants to target specific audiences in terms of economic, social, and demographic segments, newspapers would be a suitable advertising medium.

Question 14

Off-network syndication refers to television shows that have been developed specifically for sale to individual stations.

Question 15

If the consumer doesn't see the message, no matter how creative or brilliant, it is not an effective message.

Question 16

Even with the rapid growth of new media, the majority of all advertising dollars in the U.S still go to traditional print, radio, and television media.

Question 17

A factor affecting the future of magazines is that publishers are exploring other ways to take advantage of the interactive digital environment beyond digital version publications.

Question 18

Newspapers offer advertisers more creative options than those available in the broadcast media.

Question 19

Their expansion into digital media has led to a broader and more global audience for newspapers, but this still hasn't
offset the overall decline of newspaper readership.

Question 20

Today's newspapers have lost their ability to offer the unique advantages to advertisers that they once did-such
as geographic selectivity and timeliness.

Question 21

The most widely accessed satellite programming is available from DirecTV and DISH Network.

Question 22

On the basis of both per-contact cost as well as absolute cost, radio is less cost-effective for advertisers than most other forms of media.

Question 23

In local spot radio advertising, an advertiser places advertisements with a network or syndicate rather than directly with individual stations.

Question 24

To remain competitive in today's marketplace, newspapers must:

A)have high program ratings.
B)target small, selective audiences.
C)reinvent themselves and become digital.
D)spend more money on advertising time slots.

Question 25

Program rating is the best-known measure of TV audience, and it is the basis for the rates TV stations charge for advertising on different programs.

Question 26

For advertising to achieve communications and sales objectives, the media placement should .

A)use primarily print media
B)focus on mass advertising
C)focus on digital communications
D)not miss the target audience

Question 27

Digital video recorders (DVRs) are used by consumers to watch programming on other channels while an advertisement is being broadcast.

Question 28

In the U.S., the majority of the creative effort and money is spent on ad campaigns.

A)digital and broadcast
B)print and digital
C)print and broadcast
D)online and radio

Question 29

Which of the following is true of the media environment today?

A)It is settled into a predictable structure.
B)Traditional media no longer commands the majority of ad dollars.
C)Digital media must synergize with traditional media to work effectively.
D)Traditional media companies must avoid getting into new media.

Question 30

Though it is limited to a one-dimensional presentation, radio is a medium with a setting for true creativity, often described as the theater of the mind.

Question 31

A nationally distributed line of frozen dinners is to be promoted on radio.The client finds out, however, that the stations have no standard fees for various spot lengths.This results in fragmented audiences.

Question 32

To calculate the rating for a new television show, the number of TV households watching the show must be divided by the number of total TV households in the market.

Question 33

Television offers advertisers two opportunities- low absolute cost and long-lasting messages.

Question 34

Radio networks are different from TV networks in the sense that TV networks can deliver programming via satellite, whereas radio networks cannot.

Question 35

A ratings point indicates that 100 television households in a given area were tuned to the program being measured.

Question 36

TV households is an estimate of the number of households that are in a market and own a TV.

Question 37

Newspapers are an excellent medium for:

A)retailers who require a wide range of creative options same as those available in broadcast media.
B)retailers targeting local geographic markets.
C)advertisers looking for an uncluttered environment to publish ads.
D)companies targeting highly selective audiences, with specific economic and social backgrounds.

Question 38

The frequent intrusion of commercials has made television advertising the most distrusted form of advertising among consumers.

Question 39

Media decisions are critically important for two reasons.One of these reasons is that:

A)advertisers need to develop creative messages for their target audiences.
B)advertisers need media to reach audiences that are likely in need of the information.
C)ad messages should sound credible to the audience.
D)they directly empower consumers.

Question 40

The newest options in radio is AM radio which is transmitted from satellites circling the earth.

Question 41

Hybrid models are very effective for current.

A)tourism
B)fitness
C)leisure
D)news
Magazines because these models boost a magazine's ability to remain

Question 42

The owners of Kelly & Kallihan Funeral Home want their ads to appear alongside other funeral related ads.What kind of advertising should they use?

A)Display advertising
B)Classified advertising
C)Co-op advertising
D)Free-standing inserts

Question 43

means that people will get their local and national news from the Web, but turn to local newspapers for information about sales at local retail stores.

A)Preferred position
B)Narrowcasting
C)Pass-along readership
D)Hyper-localism

Question 44

Flyfisher magazine is published by the Federation of Fly Fishers.The magazine reaches a highly selective audience by offering content on fishing as a leisure activity.Which of the following is Flyfisher magazine's audience selectivity based on?

A)Demographics
B)Special Interests
C)Age
D)Ethnicity

Question 45

What are two of the main disadvantages of newspapers as an advertising medium?

A)Creative constraints and cluttered environment
B)Time lag and geographic restrictions
C)Lack of credibility and minimal reach
D)Lack of timeliness and high production costs

Question 46

Which of the following is an advantage of magazines as a medium of advertisement?

A)They offer a wide range of creative opportunities.
B)They have a very wide reach.
C)They have a higher frequency than newspapers.
D)They have short lead times.

Question 47

One of the primary advantages that magazines have over every other medium is their:

A)short lead times.
B)wide reach.
C)frequency.
D)audience selectivity.

Question 48

With its multisensory stimulation, is the medium that defines what advertising is.

A)television
B)direct mail
C)radio
D)magazine

Question 49

What are the three broad categories of newspaper advertising?

A)Display, inserts, and classified
B)Co-op, classified, and controlled
C)Page, column, and insert
D)Preprinted insert, free-standing, and special-interest

Question 50

To survive as a viable advertising medium, newspapers will have to:

A)replace headlines with photos and announcements.
B)meet the demands of both audiences and advertisers.
C)make sure that manufacturers and local merchants share the media bill.
D)become broader in geographic reach.

Question 51

What is one of the main disadvantages of magazines as a media choice for advertisers?

A)Low reproduction quality
B)Long lead times
C)Short life
D)Lack of audience selectivity

Question 52

A grocery chain delivers leaflets that contain an ad about the chain.The leaflets are ready to be tucked into the Sunday newspaper before delivery.The grocery chain is using:

A)display advertising.
B)a preprinted insert.
C)co-op advertising.
D)a classified ad.

Question 53

A shoe manufacturer pays part of the media bill when a local shoe store features the manufacturer's brand in its advertising.What type of advertising is this?

A)Segmented
B)Syndicated
C)Co-op
D)Preferred

Question 54

AARP is a magazine that targets retiring-aged Americans.This indicates that the magazine uses audience selectivity based on .

A)demographics
B)lifestyle
C)special interests
D)cultures

Question 55

Zoned editions demonstrate one of newspapers' biggest advantages for advertisers.Which of the following advantages does this imply?

A)Long life-span
B)High Credibility
C)Timeliness
D)High geographic selectivity

Question 56

An advertiser wants to focus on teenage girls as a target audience and decides to publish its ads in a fashion magazine for teenage girls.Which of the following is most likely to be a flaw in this plan?

A)Readers of this magazine will easily forget about the ad due to short lives of magazines.
B)The advertiser will not have the scope to be creative with their advertisement if they use a fashion magazine.
C)Through this magazine, only fashion-conscious teenage girls can be targeted, not all of them.
D)Magazines do not have audience selectivity.

Question 57

Magazines have long lead times.This means that:

A)they can be reexamined over a week or a month and have a high pass-along readership.
B)the cost-per-contact is very high.
C)advertisers are required to submit their ads much in advance of the date of publication.
D)they have a highly interested readership.

Question 58

For which of these potential advertisers are newspapers most likely to be a suitable choice?

A)A requires excellent reproduction quality for its illustrations.
B)B seeks to create images and moods in the minds of its audience.
C)C wants to reach a local audience at a low cost for space.
D)D intends to print ads in a multidimensional medium.

Question 59

A reputed lifestyle magazine finds out that the number of its subscribers is declining, and the reason for this is that the magazine is published monthly.By the time its readers receive an edition, some of the trends suggested by it are already known to them.What should the magazine do to have more control over the recency of the trends it publishes and retain its readers?

A)It should launch a mobile/tablet app.
B)It should remove ad clutter from its editions.
C)It should decrease the frequency of its editions.
D)It should publish more creative content than it currently does.

Question 60

Magazines attract consumers because of their:

A)wide reach.
B)content.
C)short life.
D)low price.

Question 61

Share of audience is based on:

A)the percentage of an audience who participate regularly in TV shows.
B)the audience for local shows.
C)the percentage of households that can afford to buy television sets.
D)the proportion of households that are using TV during a specific time period.

Question 62

Radio offers potential advertisers the among all media.

A)simplest buying procedures
B)most well-defined audience segments
C)widest exposure
D)highest degree of audience attentiveness

Question 63

One of the versions of satellite transmission is direct transmission which is also known as .

A)barter syndication
B)smartphone TV
C)local TV
D)closed circuit

Question 64

The greatest advantage of television as an advertising medium is its ability to:

A)make an advertising message have a long-lasting effect.
B)be inexpensive in terms of absolute cost.
C)send a message through sight and sound.
D)select small, selective audiences by geographic location.

Question 65

A media planner is comparing the relative advantages and disadvantages of television and magazines as advertising vehicles for her client.She needs to keep in mind that when comparing the two, television:

A)gives an advertiser the advantage of lowest absolute cost.
B)has a higher degree of audience selectivity.
C)allows an advertiser to repeat a message more frequently.
D)has a higher degree of audience attentiveness.

Question 66

The categories of radio that an advertiser can choose from are .

A)off-network syndication, first-run syndication, and barter syndication
B)network, syndicated, cable, and satellite
C)networks, syndication, AM versus FM, satellite, and Internet/mobile
D)satellite, Web, and interactive

Question 67

Which of the following is a disadvantage of using television as a medium of advertising?

A)Lack of audience selectivity
B)Poor audience attitude
C)High cost-per-contact
D)Minimal creative opportunities

Question 68

is the development and delivery of specialized television programming for a particular audience.

A)Display advertising
B)Narrowcasting
C)Spot advertising
D)Channel grazing

Question 69

Which of the following is true of syndicated television?

A)It consists of two types: interactive and smartphone TV.
B)It provides advertisers with proven programming.
C)It is also known as local TV.
D)It refers to programming other than the network broadcast.

Question 70

Media research shows that there are 48,500,000 households watching TV during the time that the quasi-news show, Celebrity Newsertainment, is broadcast.The program attracts a total of 8,730,000 viewers.This means that the share of audience measure for the program is a(n) share.

A)62
B)5.5
C)18
D)39.9

Question 71

Martha likes to view the programs that other channels are airing while an advertisement is being broadcast during her favorite sitcom.Which of the following is Martha demonstrating?

A)Narrowcasting
B)Attention sharing
C)Program rating
D)Channel grazing

Question 72

A new animated comedy show, American Family, is being broadcast in Houston.A potential advertiser wants to know how popular the show is in Houston, as well as across the U.S.Research indicates that the show is being watched by 16,400,000 people nationwide.It also indicates that the show is being watched by 759,000 households each week in Houston's big­city market, which has 3,300,000 households with televisions.What is the program rating for American Family within the Houston market?

A)4.3
B)20
C)23
D)46

Question 73

As a media class, television has many advantages.Narrowcasting is an example of which of the following advantages of television?

A)Audience selectivity
B)Cost-per-contact
C)Repetition of ads
D)Long-lasting message

Question 74

Research has found that 65 percent of a surveyed group of consumers felt that they were "constantly bombarded with too much advertising." This example demonstrates the disadvantage of that televisions have.

A)poor coverage
B)low share of audience
C)clutter
D)poor reach

Question 75

What type of television transmission broadcasts programming over airwaves to affiliate stations across the United States under a contract agreement?

A)Satellite
B)Interactive
C)Network
D)Cable

Question 76

When comparing the cost of radio and television advertising, which of the following is true?

A)Radio has a greater risk of unexpected production costs.
B)Television provides a much lower cost-per-contact than radio.
C)Radio offers a low absolute cost that television can't match.
D)Both have very high cost-per-contact compared to other media.

Question 77

The business head of a nationwide amusement park chain has asked the marketing director of the company to finalize this season's radio advertising plan and report back to him.The marketing director still needs to decide whether he should use local spot radio advertising or network radio advertising.How will his decision impact the company?

A)Clients will either make decisions on running ads or agencies will make decisions on running ads.
B)Programs will be based either on news and sports or business reports and short features.
C)Scripts for broadcast will need to be developed or announcers will need to be hired to ad-lib from a list of points during broadcast.
D)Well-defined geographic audiences will be targeted or nationwide audiences will be targeted.

Question 78

When a Bahamas resort runs its commercials on TV, it gets an advantage that cannot be matched by radio or print media.Which of the following advantages does it have?

A)Less fleeting message than that used in print media
B)Low absolute cost
C)Highly selective geographic targeting
D)Low cost-per-contact

Question 79

A company sells exotic herbs and spices for cooking and wants to use television to reach a narrowly defined market of people interested in the culinary arts.The company would be best advised to use:

A)cable television.
B)local television.
C)off-network syndicated television.
D)first-run syndicated television.

Question 80

There are four categories of basic TV.They are:

A)network, satellite, cable, and commercial.
B)national, regional, city, and satellite.
C)local, cable, syndicated, and network.
D)commercial, public, cable, and syndicated.