ARE 136 CH 13

83. The key issue concerning new forms of radio technology, such as satellite radio, is whether listeners will: a. be willing to pay for an entertainment medium that has always been free. b. be affected by ongoing moves toward corporate conglomeration. c. decrease their overall radio listening time due to increased ads. d. notice the improved audio quality.

a. be willing to pay for an entertainment medium that has always been free.

63. 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.

a. cable television.

85. (Scenario 13-1) The media planner understands that a teen-oriented magazine will have one big advantage that magazines have over other print and broadcast media. Which of the following advantages is the media planner most likely referring to? a. An opportunity for high frequency b. A high degree of audience selectivity c. The lowest cost per contact among all major media d. High credibility

b. A high degree of audience selectivity

47. 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

b. Classified advertising

30. The newest options in radio is AM radio which is transmitted from satellites circling the earth. a. True b. False

b. False

34. 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. a. True b. False

b. False

6. Today's newspapers have lost their ability to offer the unique advantages to advertisers that they once did—such as geographic selectivity and timeliness. a. True b. False

b. False

7. Newspapers offer advertisers more creative options than those available in the broadcast media. a. True b. False

b. False

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. a. True b. False

b. False

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

b. False

64. 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

b. It provides advertisers with proven programming.

56. 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

b. Long lead times

69. is the development and delivery of specialized television programming for a particular audience. a. Display advertising b. Narrowcasting c. Spot advertising d. Channel grazing

b. Narrowcasting

71. 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

b. Poor audience attitude

54. 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

b. Special Interests

46. 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.

b. a preprinted insert.

36. 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.

b. advertisers need media to reach audiences that are likely in need of the information.

94. (Scenario 13-3) To keep costs down, the used car dealer decides to make sure that the ads appear every week beside other car sales ads. For this, you need to use advertising. a. preprinted insert b. classified c. co-op d. display

b. classified

52. Magazines attract consumers because of their: a. wide reach. b. content. c. short life. d. low price.

b. content.

48. 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.

b. meet the demands of both audiences and advertisers.

40. 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.

b. retailers targeting local geographic markets.

76. 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

c. 18

35. 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.

c. Digital media must synergize with traditional media to work effectively.

82. A manufacturer of high-priced gourmet cookware is discussing media alternatives with his agency, and is strongly considering radio as a medium. The media planner at the agency reminds his client that one of the major limitations of radio may work against the company. Which of the following drawbacks of radio is the agency most likely to be discussing? a. Low flexibility for advertisers b. Relatively high cost c. Fragmented audiences d. Lack of timeliness

c. Fragmented audiences

87. (Scenario 13-1) The client is interested in placing an ad in the teen magazine and cites several reasons why placing an ad in the magazine would be a good idea. Which of the following is an incorrect statement and would not be a good reason for this placement? a. Magazines have the additional advantage of voluntary exposure to advertising. b. Magazines are reexamined over a week or a month and have a long life. c. Magazines are free of ad clutter that other forms of media are subjected to. d. Magazines offer high-quality color reproduction for illustrations.

c. Magazines are free of ad clutter that other forms of media are subjected to.

91. (Scenario 13-2) A Midwest sports equipment retailer has its agency set up 60-second commercials on stations in Chicago, Indianapolis, St. Louis, and Milwaukee that regularly cover sports events. In this way, the retailer is buying: a. network radio advertising. b. national syndicated radio advertising. c. local spot radio advertising. d. national spot radio advertising.

c. local spot radio advertising.

61. 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.

c. local, cable, syndicated, and network

77. 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

c. networks, syndication, AM versus FM, satellite, and Internet/mobile

38. 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

c. print and broadcast

79. 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

c. widest exposure

70. 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

a. Audience selectivity

92. (Scenario 132) George, a participant at a convention, has recently taken over his grandfather's bakery in a Midwest city. He wants to place a radio spot in one of the local stations. How can George best take advantage of his spot? a. By frequently repeating his advertising messages b. By advertising on AM radio because of its high sound quality c. By creating ads that depend on demonstration or visual impact d. By developing creative ads to be aired on satellite radio

a. By frequently repeating his advertising messages

43. 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

a. Creative constraints and cluttered environment

44. 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

a. Display, inserts, and classified

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.

a. It should launch a mobile/tablet app.

53. 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.

a. They offer a wide range of creative opportunities.

11. 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. a. True b. False

a. True

12. An advantage of magazines is that they are synergistic with digital media. a. True b. False

a. True

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

a. True

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

a. True

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

a. True

18. 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. a. True b. False

a. True

2. Digital media must synergize with traditional media in order to work most effectively. a. True b. False

a. True

21. The most widely accessed satellite programming is available from DirecTV and DISH Network. a. True b. False

a. True

23. The frequent intrusion of commercials has made television advertising the most distrusted form of advertising among consumers. a. True b. False

a. True

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

a. True

26. 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. a. True b. False

a. True

27. 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. a. True b. False

a. True

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

a. True

33. 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. a. True b. False

a. True

4. 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. a. True b. False

a. True

5. 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. a. True b. False

a. True

51. 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

a. demographics

89. (Scenario 13-2) An owner of a large restaurant/lounge wants to run an ad on a radio station that covers the Dallas —Fort Worth metropolitan area and plays countrywestern music. He should choose FM stations rather than AM stations because AM stations are more likely to: a. have a news or talk radio focus. b. have a wide range of music formats. c. send signals that do not use amplitude modulation. d. transmit using frequency modulation.

a. have a news or talk radio focus.

95. (Scenario 13-3) You recommend that the manufacturer of ski equipment place ads in several magazines devoted entirely to skiing. Your main reason for this is because magazines have the advantage of: a. targeting highly selective audiences. b. having more reach than any other media class. c. higher frequency. d. short lead times.

a. targeting highly selective audiences.

60. With its multisensory stimulation, is the medium that defines what advertising is. a. television b. direct mail c. radio d. magazine

a. television

96. (Scenario 13-3) The orange juice retailer believes that the appeal of its product cuts across just about every demographic, geographic, and psychographic segment. Thus, one objective for your media plan would be to achieve the widest reach possible. This would suggest the use of: a. television. b. magazines. c. periodicals. d. newsbooks.

a. television

1. As opposed to using digital media, using traditional media makes it easier to make an advertising campaign global. a. True b. False

b. False

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

b. False

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

b. False

16. 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. a. True b. False

b. False

19. Off-network syndication refers to television shows that have been developed specifically for sale to individual stations. a. True b. False

b. False

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

b. False

22. Television offers advertisers two opportunities— low absolute cost and long-lasting messages. a. True b. False

b. False

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

b. False

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

b. False

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

b. False

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

b. False

32. 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. a. True b. False

b. False

74. 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

c. 23

42. 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.

c. C wants to reach a local audience at a low cost for space.

45. 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

c. Co-op

62. 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

c. Network

99. (Scenario 13-4) The research conducted by Gretta's Garden suggests that besides being able to afford plants for their homes and gardens, the only thing most customers have in common is that they live within the immediate geographic area. They are also interested in the information about the plants and staying up-to-date on what Gretta's Garden has to offer. In this case, which of the following would be the best media choice for advertising? a. Radio b. Network TV c. Newspapers d. Web TV

c. Newspapers

81. Which of the following is an advantage of radio as a media class? a. Organized buying procedures b. Consolidated Audiences c. Powerful creative impact d. High audience attentiveness

c. Powerful creative impact

80. 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.

c. Radio offers a low absolute cost that television can't match.

55. 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.

c. Through this magazine, only fashion-conscious teenage girls can be targeted, not all of them.

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.

c. advertisers are required to submit their ads much in advance of the date of publication.

67. 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.

c. allows an advertiser to repeat a message more frequently.

73. 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

c. clutter

90. (Scenario 13-2) The long-time owner of an FM radio station in a mid-size West Coast city is closely monitoring the ups and downs of satellite radio companies. Traditional radio station owners like him, as well as their advertisers, are concerned about the rise of satellite radio mainly because it: a. offers superior sound reproduction at no extra cost. b. is more local than local radio. c. has no advertising. d. does not charge customers for in-home installation.

c. has no advertising.

97. (Scenario 133) The marketing director for the instant grits cereal wants to supplement the company's national ad campaigns with local campaigns. He plans to target some southern cities, but wants to use a media class with low absolute cost as well as low cost-per-contact. In such a scenario, he should use: a. newspapers. b. local magazines. c. local radio. d. local television.

c. local radio.

39. 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

c. reinvent themselves and become digital.

66. 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.

c. send a message through sight and sound.

101. (Scenario 13-4) After placing the first few simple ads in the local paper, Gretta's Garden realizes that it need to offer customers special offers to help them earn better loyalty. It decides to offer some discount coupons in the Sunday newspaper. What kind of advertising is this? a. A co-op advertisement b. A classified advertisement c. A display advertisement d. A free-standing insert advertisement

d. A free-standing insert advertisement

88. (Scenario 131) The client is concerned about paying a lot of money for an ad in a fairly new magazine that hasn't yet established itself. Which of the following is most likely to be a reason behind the client's concern? a. The cost-per-contact in magazines is higher than that in direct mail. b. New magazines have short lead times. c. The cost-per-contact of magazines is as high as that of broadcast media. d. Ad space in magazines is more expensive than most newspaper space.

d. Ad space in magazines is more expensive than most newspaper space.

72. 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

d. Channel grazing

100. (Scenario 134) Gretta's Garden plans to use a particular type of advertising to announce a new addition—the full line from Holland Hothouse, a grower of award-winning tulip bulbs and rose bushes. Gretta's Garden plans to advertise about the new addition in the local newspaper and Holland will be paying 20 percent of the media bill. What type of advertising is Gretta's Garden considering? a. Crowdsourcing b. Social network ads c. Infomercials d. Co-op ads

d. Co-op ads

103. (Scenario 13-4) Gretta's Garden decides to run a more sophisticated ad in an issue of a regional publication, City Garden magazine. The company wants to print a photo of a garden along with the plants and flowers they offer, and are happy with the color reproduction that the magazine offers. Which advantage of magazines does this represent? a. Pass-along readership b. Long life c. Audience interest d. Creative opportunities

d. Creative opportunities

41. 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

d. High geographic selectivity

49. 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

d. Hyper-localism

68. 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

d. Low cost-per-contact

102. (Scenario 13-4) Gretta's Garden also consults with a media outlet about advertising its products. The salesperson with this firm explains that considering the growing/planting season, they will need to decide soon, because ads must be submitted at least 60 days before they run, and the ad material cannot be changed after the submission. Which media type is the salesperson most likely talking about? a. Television b. Radio c. Newspaper d. Magazine

d. Magazine

93. (Scenario 132) A nationwide fastfood chain is developing next year's media plan and is reviewing the pros and cons of various media options. Radio advertising has its disadvantages, and many are being addressed at this convention. Which of the following is one of those disadvantages? a. Short closing periods for ad placement b. High per-contact cost c. Limited reach d. Poor audience attentiveness

d. Poor audience attentiveness

86. (Scenario 13-1) The agency has designed an ad for a teenage girls' magazine and is fairly sure that the ad will be very effective. Which of the following is most likely a reason for this? a. The ad will reach a large number of readers because magazines have a wider reach than other media vehicles. b. The readers will be exposed to the ad many times because magazines have a higher frequency than most newspapers. c. The ads will get the readers' undivided attention because magazines are free from ad clutter. d. The readers of this magazine are highly interested in the magazine, so the ad will get voluntary exposure.

d. The readers of this magazine are highly interested in the magazine, so the ad will get voluntary exposure.

84. (Scenario 13-1) Crystal is trying to decide whether to run ads in the teen magazine or in special sections of newspapers attempting to target young people. What disadvantage of newspapers would prompt her to consider the teen magazine? a. Their lack of timeliness and credibility b. Their high absolute cost c. Their high pass-along readership d. Their limited ability to segment target audiences

d. Their limited ability to segment target audiences

78. 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

d. Well-defined geographic audiences will be targeted or nationwide audiences will be targeted

50. 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.

d. audience selectivity.

65. 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

d. closed circuit

58. 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

d. news

37. 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

d. not miss the target audience

98. (Scenario 13-3) The guitar retailer has never advertised much. The owner now wants a highly creative, cutting- edge campaign that shows the excitement of playing the guitar and gets the attention of both younger and older musicians. He asks for a quick overview of the creative opportunities offered by various major media. You tell him that, in general,: a. newspapers offer the best visual reproductive qualities. b. magazines have short lead times that can enhance creative ideas. c. television has strong visual and audio components but has a high cost-per-contact. d. radio offers creative avenues and is especially geared toward musical spots.

d. radio offers creative avenues and is especially geared toward musical spots.

75. 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.

d. the proportion of households that are using TV during a specific time period.