Question 1

National advertising is clearly the mainspring of newspapers.

Accepted Answer

A) True 
 B)False

Question 2

Zapping takes place when ads that have been recorded along with program material using a video cassette recorder or a digital video recorder are fast-forwarded when the viewer watches the prerecorded material.

Accepted Answer

A) True 
 B)False

Question 3

A provider of local radio network ratings is _____.

Accepted Answer

A)   Information Resources, Inc.
B)   Experian Simmons
C)   Statistical Research, Inc.
D)   GfK Mediamark Research Inc.
E)   ArbitronF) A) and E)
G) All of the above

Question 4

Which of the following measures magazine readership?

Accepted Answer

A)   Arbitron
B)   Nielsen Media Research
C)   Bruzzone Research Company
D)   GfK Mediamark Research Inc.
E)   National Advertising BureauF) B) and C)
G) A) and E)

Question 5

Short lead times is an advantage of newspaper advertising.

Accepted Answer

A) True 
 B)False

Question 6

The National Advertising Bureau _____.

Accepted Answer

A)   assists newspapers and national advertisers by simplifying the task of buying newspaper space
B)   regulates newspaper advertisements
C)   measures the effectiveness of newspaper advertising
D)   is a branch of the Federal Trade Commission
E)   measures magazine readershipF) A) and E)
G) C) and D)

Question 7

Which of the following is NOT a strength of radio as an advertising medium?

Accepted Answer

A)   ability to reach segmented audiences
B)   ability to reach prospective customers on a personal and intimate level
C)   high CPM
D)   short lead times
E)   ability to transfer images from television advertisingF) A) and D)
G) C) and E)

Question 8

_____ 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.

Accepted Answer

A)   Unwired network
B)   Syndicated programming
C)   Independent programming
D)   Roadblocking
E)   Wired networkF) A) and B)
G) C) and E)

Question 9

An advertiser of designer jewelry would want to use _____ advertising if she wants to convey elegance,quality,and snob appeal.

Accepted Answer

A)   television
B)   billboard
C)   newspaper
D)   radio
E)   magazineF) A) and C)
G) A) and B)

Question 10

Which of the following is a strength of magazine advertising?

Accepted Answer

A)   some magazines reach very large audiences
B)   ability to pinpoint specific audiences
C)   long life
D)   high level of reproduction quality
E)   All of these are correct.F) B) and E)
G) B) and C)

Question 11

Bonnie needs information for local radio ratings.She would be able to get this information from _____.

Accepted Answer

A)   Statistical Research, Inc.
B)   Bruzzone Research Company
C)   Nielsen Media Research
D)   Arbitron
E)   Experian SimmonsF) D) and E)
G) A) and B)

Question 12

An advantage of radio advertising is its ability to reach prospective customers on a personal and intimate level.

Accepted Answer

A) True 
 B)False

Question 13

Newspapers historically had been the leading advertising medium,but television surpassed newspapers as the medium that receives the greatest amount of advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 14

The cost of network television advertising depends on _____.

Accepted Answer

A)   the time of day when an ad is aired
B)   the popularity of the television program in which the ad is placed
C)   the time of year
D)   royalties for music
E)   All of these are correct, except for royalties for music.F) A) and D)
G) A) and C)

Question 15

Which of the following is a problem with magazine audience measurement?

Accepted Answer

A)   small sample sizes
B)   sample composition may be unrepresentative of audience readership
C)   respondent fatigue and potentially faulty responses
D)   cost
E)   All of these are correct, except for cost.F) A) and D)
G) All of the above

Question 16

A strength of magazine advertising is its creative ability to get consumers involved in ads.

Accepted Answer

A) True 
 B)False

Question 17

In terms of target audience cost per thousand,radio advertising is considerably more expensive than other mass media.

Accepted Answer

A) True 
 B)False

Question 18

_____ which are currently available in 10 major markets in the U.S.,provide media buyers with daily feedback about audience size and composition for particular programs.

Accepted Answer

A)   Paper diaries
B)   Tracking systems
C)   Focus groups
D)   Recall tests
E)   Local people metersF) A) and B)
G) A) and C)

Question 19

The implementation of the SAU system made it possible for advertisers to purchase any one of 56 standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States.

Accepted Answer

A) True 
 B)False

Question 20

The two media that are most effective for reaching segmented audiences are ____.

Accepted Answer

A)   radio and television
B)   radio and magazine
C)   radio and newspaper
D)   newspaper and magazine
E)   billboards and magazineF) A) and B)
G) None of the above

Exam 12: Traditional Advertising Media

Zapping takes place when ads that have been recorded along with program material using a video cassette recorder or a digital video recorder are fast-forwarded when the viewer watches the prerecorded material.

Correct AnswerverifiedShow Answer

The cost of network television advertising depends on _____.

Correct AnswerverifiedShow Answer

_____ 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.

Correct AnswerverifiedShow Answer

The National Advertising Bureau _____.

Correct AnswerverifiedShow Answer

Which of the following is a problem with magazine audience measurement?

Correct AnswerverifiedShow Answer

_____ which are currently available in 10 major markets in the U.S.,provide media buyers with daily feedback about audience size and composition for particular programs.

Correct AnswerverifiedShow Answer

A strength of magazine advertising is its creative ability to get consumers involved in ads.

Correct AnswerverifiedShow Answer

Which of the following measures magazine readership?

Correct AnswerverifiedShow Answer

An advantage of radio advertising is its ability to reach prospective customers on a personal and intimate level.

Correct AnswerverifiedShow Answer

The two media that are most effective for reaching segmented audiences are ____.

Correct AnswerverifiedShow Answer

The implementation of the SAU system made it possible for advertisers to purchase any one of 56 standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States.

Correct AnswerverifiedShow Answer

An advertiser of designer jewelry would want to use _____ advertising if she wants to convey elegance,quality,and snob appeal.

Correct AnswerverifiedShow Answer

A provider of local radio network ratings is _____.

Correct AnswerverifiedShow Answer

Newspapers historically had been the leading advertising medium,but television surpassed newspapers as the medium that receives the greatest amount of advertising expenditures.

Correct AnswerverifiedShow Answer

In terms of target audience cost per thousand,radio advertising is considerably more expensive than other mass media.

Correct AnswerverifiedShow Answer

Short lead times is an advantage of newspaper advertising.

Correct AnswerverifiedShow Answer

National advertising is clearly the mainspring of newspapers.

Correct AnswerverifiedShow Answer

Bonnie needs information for local radio ratings.She would be able to get this information from _____.

Correct AnswerverifiedShow Answer

Which of the following is NOT a strength of radio as an advertising medium?

Correct AnswerverifiedShow Answer

Which of the following is a strength of magazine advertising?

Correct AnswerverifiedShow Answer

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