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Exam 11: Media Basics

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Question 21

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A media mix is the way various types of media are strategically combined in a media plan.

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Question 22

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A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________.

A) mass media
B) interactive media
C) viral marketing
D) addressable media
E) broadcast media

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Question 23

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

Four college roommates who were advertising majors are now in New York working in the advertising industry. John is a media planner, Carl is a media buyer, George is a media researcher, and they all work at the same advertising agency. Chuck works at a media buying company and jokes that he will be taking over all of their jobs. Describe how their jobs are different and why Chuck can make the joke he did.

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

Your friend is confused about the terms impression and circulation. What would you say to help him understand the difference in these concepts?

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

Briefly describe the modern media landscape.

Laurie was with her toddler in the hair care aisle of Wal-Mart. Her daughter saw a bottle of shampoo that had a Winnie-the-Pooh head on the top and begged for it because she wanted to "play with Pooh!" Laurie purchased it for her daughter even though it cost almost three times as much as a similar shampoo that wasn't in a cute bottle. Why do you think Laurie did this?

The share figure is always larger than the rating for television because the base is smaller.

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

Explain the difference between interactivity and engagement in terms of the media environment.

Give an example of media convergence.

Explain the difference between the terms delivery and connection.

A package is the last ad a customer sees before making a decision on which brand to buy.

Describe the practice of product placement, explaining its advantages and disadvantages.

In the new media world, ________ will replace ________.

Refer to the scenario below to answer the following questions. Suzanne and Shandra, longtime friends, share a love of animals and an animal grooming business. They own a small fleet of RV motorhomes outfitted with comfortable dog and cat grooming stations. On-the-Go Groomers come to clients' homes in the metro area to provide pet services instead of requiring pet owners to come to them! Suzanne and Shandra are pleased with their success, but both feel that they are not reaching enough potential customers. So far, they have relied on local newspaper advertisements and positive word of mouth to generate business. Suzanne said, "We have come so far and really have a great little business going. But I think we could become much bigger with the right plans in place." -How can Suzanne and Shandra use packaging as a key contact point?

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

Refer to the following passage to answer the questions below. Allison works in the media department of a major advertising agency that has several national advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV programs, newspapers, magazines, or radio programs and stations for clients' advertising; negotiating the costs to advertise in them; and handling the details of billing and payment. Although one of the agency's major clients advertises primarily in magazines, the media plan calls for the use of newspaper advertising as well. -The media plan calls for placing ads in all the major newspapers in the southeastern United States. Because newspaper is primarily a local medium, Allison seeks the services of a professional to assist her in placing the buy with one order. Allison needs to contact a ________.