SOLVED

31) You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure. You should go with ________ as your advertising medium. A) radio B) place-based media C) branded entertainment D) advergaming E) television 32) Which of the following statements about magazines as an advertising medium is true? A) Magazines have long lead times and deadlines that can reduce flexibility. B) Magazines have not benefited from advances in communication technologies. C) Magazines typically use a mass marketing strategy. D) Magazines do not accept local advertising. E) Magazines have poor reproduction quality of images. 33) Which of the following statements about radio as an advertising medium is true? A) Radio advertising is typically quite expensive. B) National radio advertising opportunities are simple to purchase. C) One advantage of radio advertising is its flexibility. D) Radio prohibits the use of segmentation strategies. E) Radio is defined as a place-based medium. 34) Which of the following would be the best medium for an advertisement encouraging customers to come to a local retailer’s weekend sidewalk sale? A) magazine B) network television C) local newspaper D) directory E) advergaming 35) Web sites and mobile phones are examples of ________. A) social networks B) digital media C) augmented realities D) analog media E) place-based media 36) Which of the following types of ads can users block through the use of applications developed by Internet access software? A) banners B) buttons C) pop-ups D) search engine listings E) directory listings 37) In which type of media would you find buttons advertising products? A) place-based media B) out-of-home media C) the Internet D) directories E) magazines 38) ________ is the practice of sending unsolicited email directed to five or more people not personally known to the sender. A) Spimming B) Spamming C) Junking D) Appealing E) Reaching 39) Which of the following practices helps to protect consumers from spamming? A) puffery B) permission marketing C) pop-up blocking D) adware installation E) sampling 40) Product placements in television programs and movies are examples of ________. A) advergaming B) branded entertainment C) augmented reality D) advertising exposure E) pulsing 41) Ads on the sides of delivery trucks, ads on the fence around a baseball field, and ads that you see on interstate billboards are all examples of ________ media. A) out-of-home B) place-based C) branded entertainment D) banner E) pop-up 42) Which of the following would a consumer be most likely to consult just before making a purchase decision? A) television B) a directory C) out-of-home media D) radio E) branded entertainment 43) Brand placement in video games is referred to as ________. A) place-based advertising B) augmented reality C) captive advertising D) mobile advertising E) advergaming 44) Which of the following would a marketer use to track customers as they pass through the aisles of a retail outlet? A) RFID technology B) augmented reality technology C) permission-based marketing D) cookies E) digital signage 45) ________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period. A) Reach B) Frequency C) Impression D) Exposure E) Gross rating 46) Frequency is which of the following? A) the total number of people who will be exposed to an ad placed in one media vehicle B) the percentage of people who will be exposed to an ad more than once C) the percentage of people who will be exposed to the media vehicle D) the number of times a person in the target group will be exposed to an ad E) the total number of ads in one advertising campaign 47) To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium, media planners use ________. A) cost per thousand (CPM) B) reach C) impressions D) gross rating points (GRPs) E) attitudinal measures 48) Which of the following is a media schedule of short, intense bursts alternating with periods of little to no activity? A) a continuous schedule B) sequencing C) segmenting D) flighting E) hard hitting 49) Which of the following is true about a continuous advertising schedule? A) It is less difficult to evaluate than a pulsing schedule. B) It reduces a firm’s need for public relations. C) It is much less expensive than a flighting schedule. D) It can lead to advertising wear-out. E) It is more effective than a pulsing schedule for seasonal products. 50) Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign? A) pretesting B) attitudinal measures C) pulsing D) gross rating points (GRPs) E) cost per thousand (CPM)