Ch 12 & 13 IMC
Selecting the "best" medium depends on the ______
-budget availability -competitive challenge -creative needs -advertisers objectives -all of these are correct
________ refers to the fact that the online user has control over the flow of information
-individualization
Which of the following is a complicating factor that makes subscription counting as inadequate way of determining a magazines readership?
-magazines subscriptions are collected through a variety of intermediaries, making it difficult to obtain accurate lists of who subscribes to what magazines -Magazines often are purchased from newsstands, supermarkets, and other retail outlets rather than through subscriptions, thus completely eliminating knowledge of who purchases what magazines -magazines that are available in public locations (i.e., doctors offices, beauty salons) are read by numerous of people and not just the subscriber -Individual magazines subscribers share issues with other people -all of these are correct
Which of the following is a major mass advertising medium?
-newspapers -magazines -radio -magazines -television -all of these are correct
A strength of radio advertising is ______
-the ability to reach segmented audiences -the ability to reach prospective customers on a personal and intimatelevel -low cost per thousand -short lead-times -all of these are correct
Which of the following is an online advertising format?
-websties -search engine advertising -supersititals -email advertising -all of these are correct
Search engine advertisers using Google bid on keywords using Googles ____ program.
AdWords
Anti-spam legislation under the rubric _______ has been passed in the US
CAN-SPAM
________ represents the percentage of people who are exposed to an online ad that actually clicked their on it.
Click-through rates (CTR)
Which of the following measures magazine readership?
GFK media mark research inc.
A provider of local radio network rating is ____________
Nielsen Audio
When researching the amount advertisers should pay in a geographic area, Graham learned that the average television household now has upwards of 90 or more TV channels from which to choose. Graham believes the cost of television ads should be reduced because advertisements simply do not reach the large numbers of consumers they once did. This is an example of _______
audience fractionalization
Banner advertising, along with other communications elements in an IMC program, can serve to facilitate increasing levels of brand and thus enhance brand _______
awareness, equity
Which of the following types of online ads is NOT considered rich media?
banner ads
Which form of advertising only targets with a known interest in a product?
behavioral targeted advertising
Research has found that click through rates (CTRs) are function of _____
brand familiarity
Which of the following is NOT a limitation of using magazines as an advertising medium?
buying difficulty
A student shared a compromising photo in snapchat assuming that it would disappear in a few seconds. Someone took a screenshot of it and reposted it. This is an example of which type of information privacy outcome in Walkers matrix?
conditional surrender
Which of the following is a strength of newspaper as an advertising medium?
consumers are in the right mental frame to process advertisements
Google enables online advertisers to run ads on websites other than Googles own website, which is known as _____
content-target advertising
_____ are electronic files that track users online behavior
cookies
A limitation of radio advertising is ______
difficulty of buying radio time
A limitation of magazine advertising is
fewer geographic options than other media
The period preceding and following prime time in television is known as
fringe time
Which is the leading search engine?
Which of the following is NOT a tenth of radio as an advertising medium?
high CPM
Which of the following is NOT an advantage of using magazines as an advertising medium?
high intrusive value
The Eastman Kodak company introduced a 30 min __________on TV to promote its new DC210 zoom digital camera
infomercial
____ are ads that appear between two content web pages
interstitials
What is the purpose of the NAA?
it simplifies the purchase of newspaper space
The two forms of search engine advertising available to online advertisers are ___________
keyword-matching and content targeted
Search engine advertising relies heavily on understanding consumer searches by
keywords
Search engine advertising rests on the concept of ____, which are specific words and short phrases that describe the nature, attributes, and benefits of a marketers offering.
keywords
_________ are currently used in the top 25 designated market areas in the US to gather data used for estimating TV program ratings
local people meters
Many who are skeptical of a successful future for mobile phone advertising nonetheless believe this advertising medium may have value for
local retailers
Lilian, a jewelry designer wants to use ___ advertising if to convey elegance, quality, and sophisticated appeal
magazine
An advertiser who is interested in advertising in a specific magazine would want to obtain a(n) ___ to learn about the demographic and lifestyle profiles of the readers.
media kit
Which of the following is a limitation of using newspapers as an advertising medium?
occasional users of newspaper space pay higher rates
__________Is the practice of marketers asking for and receiving consumers' permission to send them messages on particular topics
opt-in emailing
In the past, which of the following was a problem when purchasing space from newspapers in many ciites?
page size and column space varied
Teresa received an email message telling her to click on the link the message to update her account profile at her bank. She did so, was taken to a website that looked like her banks online website, and proceeded to enter all sorts of personal information such as her social security number, checking account number, and credit card numbers. However, this was not a legitimate site of her bank, but rather it was one designed to look like her bank site so thieves could obtain a consumers personal information to steal their identities. Unfortunately for Teresa, 3,000 was stolen from her bank account, and serval purchases were made on her credit cards. This activity is known as
phishing
_______ is a way of publishing sound files online, allowing users to subscribe to a feed and receive new audio files automatically.
podcasting
Magazine media kits provide prospective advertisers with pertinent cost information in the form of __________
rate cards
Online advertising formats that use motion, sights and sounds are referred to as ______
rich media
_______ in television occurs when an independent company, such as Buena Vista Television Advertising Sales and Sony pictures television, markets a TV show to as many network-affiliated or cable television stations as possible
syndicated programming
Which of the following is NOT an online advertising format?
telephony
The cost of network television advertising depends on _______
the time of the day when the ad is aired
Which general objective for assessing online advertising effectiveness makes use the metric of the proportion of repeat customers?
the usefulness of websites
One of the fastest growing forms of online advertising is ______, including so called webisodes
video ads
When a viewer switches to another channel while commercials are aired, ______ has occurred.
zapping
When ads that have been recorded along with program material are fast-forwarded, ______ has occurred
zipping
