Transcript Moriarty_8e_CRS_08

Chapter Eight
Media Basics and Print Media
When we talk about media, we are
referring to the way messages are
delivered, and to target audiences.
a)
True
b)
False
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8-2
When we talk about media, we are
referring to the way messages are
delivered, and to target audiences.
a)
True
b)
False
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8-3
Is it important for advertisers to
know about media multi-tasking?
a)
Yes
b)
No
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8-4
Is it important for advertisers to
know about media multi-tasking?
a)
Yes
b)
No
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8-5
The media mix refers to the way:
a)
b)
c)
d)
The media audience is exposed to the
advertiser’s message
Various types of media are combined
in an advertising plan
One person is exposed to the
advertiser’s message
Media planners reach a local market
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8-6
The media mix refers to the way:
a)
b)
c)
d)
The media audience is exposed to the
advertiser’s message
Various types of media are combined
in an advertising plan
One person is exposed to the
advertiser’s message
Media planners reach a local market
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8-7
As a media trend, engagement could
apply to all of the following except:
a)
b)
c)
d)
Word of mouth
Cinema advertising
Television commercials
Print advertisements
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8-8
As a media trend, engagement could
apply to all of the following except:
a)
b)
c)
d)
Word of mouth
Cinema advertising
Television commercials
Print advertisements
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8-9
Print media includes all of the
following except:
a)
b)
c)
d)
Billboards
Newspapers
Magazines
Packaging
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8-10
Print media includes all of the
following except:
a)
b)
c)
d)
Billboards
Newspapers
Magazines
Packaging
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8-11
The media plan can be defined as:
a)
b)
c)
d)
The identification of the best media to use
to deliver an advertising message to a
target audience
One person’s opportunity to be exposed one
time to an ad
A broad plan designed to identify the
budgetary requirements of a print campaign
The way magazines reach a targeted
audience
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8-12
The media plan can be defined as:
a)
b)
c)
d)
The identification of the best media to use
to deliver an advertising message to a
target audience
One person’s opportunity to be exposed one
time to an ad
A broad plan designed to identify the
budgetary requirements of a print campaign
The way magazines reach a targeted
audience
Prentice Hall, © 2009
8-13
The dominant form of newspaper
advertising is classified advertising.
a)
True
b)
False
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8-14
The dominant form of newspaper
advertising is classified advertising.
a)
True
b)
False
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8-15
Do people read newspapers mostly
for the news stories?
a)
Yes
b)
No
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8-16
Do people read newspapers mostly
for the news stories?
a)
Yes
b)
No
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8-17
Reach, as one of the goals of a
media plan, consists of:
a)
b)
c)
d)
One person’s impression to be exposed one
time to an ad in a broadcast program
The number of times a person is exposed to
the advertisement
The percentage of the media audience
exposed at least once to the advertiser’s
message during a specific time frame
Number of copies sold of a print medium
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8-18
Reach, as one of the goals of a
media plans, consists of:
a)
b)
c)
d)
One person’s impression to be exposed one
time to an ad in a broadcast program
The number of times a person is exposed to
the advertisement
The percentage of the media audience
exposed at least once to the advertiser’s
message during a specific time frame
Number of copies sold of a print medium
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8-19
Frequency, as one of the goals
of a media plan, refers to:
a)
b)
c)
d)
The number of times a person is exposed
to the advertisement
The number of times an ad is run in one
print medium
The number of times the media audience is
exposed to the advertiser’s message during
a specific time frame
The number of copies sold of a print
medium
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8-20
Frequency, as one of the goals
of a media plan, refers to:
a)
b)
c)
d)
The number of times a person is exposed
to the advertisement
The number of times an ad is run in one
print medium
The number of times the media audience is
exposed to the advertiser’s message during
a specific time frame
The number of copies sold of a print
medium
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8-21
The Internet, although important,
has made only a limited impact on
the newspaper industry.
a)
True
b)
False
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8-22
The Internet, although important,
has made only a limited impact on
the newspaper industry.
a)
True
b)
False
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8-23
If you want a medium that consumers
consider helpful as a buying guide,
would you reject magazines?
a)
Yes
b)
No
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8-24
If you want a medium that consumers
consider helpful as a buying guide,
would you reject magazines?
a)
Yes
b)
No
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8-25
The advantages of magazine
advertising include all except:
a)
b)
c)
d)
Visual quality and multiple magazine
formats
Lower cost vs. network TV to reach a
broad mass audience
Ability to reach a highly specialized
audience
Long life span due to pass along
opportunities
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8-26
The advantages of magazine
advertising include all except:
a)
b)
c)
d)
Visual quality and multiple magazine
formats
Lower cost vs. network TV to reach a
broad mass audience
Ability to reach a highly specialized
audience
Long life span due to pass along
opportunities
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8-27
The advantages of out-of-home
advertising include all except:
a)
b)
c)
d)
High-impact medium offering largerthan-life visuals on a hard-to-ignore
structure
Highly interactive, high impact, hard
to miss medium
Directional medium for local
businesses
Least expensive of all major media
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The advantages of out-of-home
advertising include all except:
a)
b)
c)
d)
High-impact medium offering largerthan-life visuals on a hard-to-ignore
structure
Highly interactive, high impact, hard
to miss medium
Directional medium for local
businesses
Least expensive of all major media
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8-29
In today’s marketing environment,
a package is both a container and a
communication vehicle.
a)
True
b)
False
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8-30
In today’s marketing environment,
a package is both a container and a
communication vehicle.
a)
True
b)
False
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8-31
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Publishing as Prentice Hall
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