Question 1

When the CEO or chief financial officer of a company states how much the company should spend on advertising for the coming period,the company is using the

Accepted Answer

The answer of When the CEO or chief financial officer...

Question 2

Colin McKinney,director of marketing for Greenwald Industrial Products,complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures.Based on this information,Greenwald is most likely using the ____ approach to determine its advertising expenditures.

Accepted Answer

The statement suggests that Greenwald is using the percent-of-sales approach to determine its advertising expenditures, as McKinney is complaining about the firm's failure to spend a necessary amount on advertising, implying that the amount allocated is based on a percentage of sales.

Question 3

During the duration of an advertising campaign,Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper.Verizon Wireless used a(n)____ media schedule.

Accepted Answer

A pulsing media schedule combines continuous advertising with periodic bursts of more intense advertising. In this case, Verizon Wireless ran television advertisements steadily throughout the week, but intensified its message with newspaper advertising in many major newspapers on Sundays. This is an example of a pulsing media schedule.

Question 4

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds.He tells her that while he agrees that ____ has tremendous impact,he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

Accepted Answer

Television is known for its tremendous impact, but also requires high upfront costs for airing commercials. This may not be feasible for a modest budget, as mentioned in the scenario. The other options (radio, outdoor, direct mail, and newspaper) may have lower upfront costs, but may not have the same level of impact as television.

Question 5

Subway decided to run its new commercials several times a day for three weeks and then not at all for two weeks.It will then run the commercials again for three more weeks.Subway is using a ____ schedule for its advertising.

Accepted Answer

Flighting schedule involves periods of heavy advertising followed by periods of no advertising, which matches Subway's approach of running commercials for three weeks, stopping for two weeks, and then running them again.

Question 6

If Target were to base its advertising appropriation on the amount that WalMart spends,it would be using the ____ approach.

Accepted Answer

The competition-matching approach involves matching advertising expenditures to a key competitor, in this case, WalMart. Therefore, Target would base its advertising budget on the amount that WalMart spends.

Question 7

A schedule in which advertisements run for set periods of time,alternating with periods in which no ads run is known as

Accepted Answer

Flighting is a schedule in which advertisements run for set periods of time, alternating with periods in which no ads run. This type of schedule is useful for products or services that have seasonal or cyclical demand, as well as for those with a limited advertising budget.

Question 8

Which of the following statements applies to media planning?

Accepted Answer

Media planning takes into consideration the message content and the target audience to determine the most effective types of media for an advertising campaign. The characteristics of the product are also important, but not the most important consideration. The location of the advertising target is relevant as it may affect the selection of media channels. Total media dollars spent on advertising have actually increased over the last 30 years. It is not true that newspapers are appropriate for almost any circumstances, as the effectiveness of a medium varies depending on the message and target audience.

Question 9

The primary goal of a media planner is to

Accepted Answer

The answer of The primary goal of a media planner...

Question 10

A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle is called a(n)

Accepted Answer

The tool described in the question is known as a cost comparison indicator, as it allows the advertiser to compare the costs of different media vehicles within a specific medium based on the number of people each vehicle reaches. None of the other answer choices accurately describe this tool.

Question 11

A list of the exact magazines,newspapers,and television stations in which an advertisement will appear,along with the dates and times,is a(n)

Accepted Answer

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is called a media plan. It is a document that outlines the media channels that will be used to reach the target audience with a specific message. It is an essential part of the advertising campaign planning process.

Question 12

If during an advertising campaign a certain portion of advertising runs continuously,and then during specific periods additional advertising is used to intensify the level of communication,a(n)____ media schedule is being used.

Accepted Answer

Pulsing media schedule combines continuous advertising with specific periods of intensified communication, making it suitable for products with steady demand and seasonal peaks.

Question 13

Domino's is looking into magazine advertising for its pizza.The company wants to reach as many people as possible,but due to budget constraints Domino's must reach consumers as efficiently as possible.What can Domino's use to evaluate various magazines?

Accepted Answer

The answer of Domino's is looking into magazine advertising for...

Question 14

The three general types of media schedules are

Accepted Answer

The three general types of media schedules are pulsing (intermittent periods of advertising and promotion with periods of no advertising), continuous (steady advertising and promotion throughout the year), and flighting (intensive periods of advertising and promotion followed by periods of little or no advertising). Choice D includes all three of these types of schedules.

Question 15

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

Accepted Answer

The arbitrary approach is expedient because it is a quick and simple method for determining the advertising appropriation. However, it is not necessarily effective, profitable, objective, or unique.

Question 16

The cost per thousand (CPM)indicator shows

Accepted Answer

The answer of The cost per thousand (CPM)indicator shows
...

Question 17

After developing the budget for advertising GEO automobiles,marketing managers at General Motors then determined what proportion of that budget would be spent on magazine,television,and radio advertisements based on the cost effectiveness of each.This subsequent allocation of the budget is known as a(n)____ plan.

Accepted Answer

The subsequent allocation of the budget based on the cost effectiveness of each advertising medium is known as media plan. A media plan outlines the specific media channels to be used for advertising and their respective budget allocation.

Question 18

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times.This is advertising

Accepted Answer

The goal of the media plan is to expose the target audience to the advertisement about ten times, which is the definition of frequency in advertising.

Question 19

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of

Accepted Answer

Reach is the percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time.

Question 20

As Oscar Meyer puts together its advertising campaign for the summer,it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising

Accepted Answer

The answer of As Oscar Meyer puts together its advertising...

Quiz 17: Advertising and Publicrelations