Chapter Eight

Media Basics and Print Media

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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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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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Is it important for advertisers to know about media multi-tasking?

a) Yes

b) No

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Is it important for advertisers to know about media multi-tasking?

a) Yes

b) No

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The media mix refers to the way:

a) The media audience is exposed to the advertiser’s message

b) Various types of media are combined in an advertising plan

c) One person is exposed to the advertiser’s message

d) Media planners reach a local market

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The media mix refers to the way:

a) The media audience is exposed to the advertiser’s message

b) Various types of media are combined in an advertising plan

c) One person is exposed to the advertiser’s message

d) Media planners reach a local market

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As a media trend, engagement could apply to all of the following except:

a) Word of mouth b) Cinema advertising c) Television commercialsd) Print advertisements

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As a media trend, engagement could apply to all of the following except:

a) Word of mouth b) Cinema advertising c) Television commercialsd) Print advertisements

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Print media includes all of the following except:

a) Billboardsb) Newspapersc) Magazinesd) Packaging

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Print media includes all of the following except:

a) Billboardsb) Newspapersc) Magazinesd) Packaging

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The media plan can be defined as:

a) The identification of the best media to use to deliver an advertising message to a target audience

b) One person’s opportunity to be exposed one time to an ad

c) A broad plan designed to identify the budgetary requirements of a print campaign

d) The way magazines reach a targeted audience

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The media plan can be defined as:

a) The identification of the best media to use to deliver an advertising message to a target audience

b) One person’s opportunity to be exposed one time to an ad

c) A broad plan designed to identify the budgetary requirements of a print campaign

d) The way magazines reach a targeted audience

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The dominant form of newspaper advertising is classified advertising.

a) True

b) False

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The dominant form of newspaper advertising is classified advertising.

a) True

b) False

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Do people read newspapers mostly for the news stories?

a) Yes

b) No

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Do people read newspapers mostly for the news stories?

a) Yes

b) No

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Reach, as one of the goals of a media plan, consists of:

a) One person’s impression to be exposed one time to an ad in a broadcast program

b) The number of times a person is exposed to the advertisement

c) The percentage of the media audience exposed at least once to the advertiser’s message during a specific time frame

d) Number of copies sold of a print medium

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Reach, as one of the goals of a media plans, consists of:

a) One person’s impression to be exposed one time to an ad in a broadcast program

b) The number of times a person is exposed to the advertisement

c) The percentage of the media audience exposed at least once to the advertiser’s message during a specific time frame

d) Number of copies sold of a print medium

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Frequency, as one of the goals of a media plan, refers to:

a) The number of times a person is exposed to the advertisement

b) The number of times an ad is run in one print medium

c) The number of times the media audience is exposed to the advertiser’s message during a specific time frame

d) The number of copies sold of a print medium

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Frequency, as one of the goals of a media plan, refers to:

a) The number of times a person is exposed to the advertisement

b) The number of times an ad is run in one print medium

c) The number of times the media audience is exposed to the advertiser’s message during a specific time frame

d) The number of copies sold of a print medium

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The Internet, although important, has made only a limited impact on the newspaper industry.

a) True

b) False

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The Internet, although important, has made only a limited impact on the newspaper industry.

a) True

b) False

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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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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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The advantages of magazine advertising include all except:

a) Visual quality and multiple magazine formats

b) Lower cost vs. network TV to reach a broad mass audience

c) Ability to reach a highly specialized audience

d) Long life span due to pass along opportunities

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The advantages of magazine advertising include all except:

a) Visual quality and multiple magazine formats

b) Lower cost vs. network TV to reach a broad mass audience

c) Ability to reach a highly specialized audience

d) Long life span due to pass along opportunities

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The advantages of out-of-home advertising include all except:

a) High-impact medium offering larger-than-life visuals on a hard-to-ignore structure

b) Highly interactive, high impact, hard to miss medium

c) Directional medium for local businesses

d) Least expensive of all major media

Prentice Hall, © 2009 8-29

The advantages of out-of-home advertising include all except:

a) High-impact medium offering larger-than-life visuals on a hard-to-ignore structure

b) Highly interactive, high impact, hard to miss medium

c) Directional medium for local businesses

d) Least expensive of all major media

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In today’s marketing environment, a package is both a container and a communication vehicle.

a) True

b) False

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In today’s marketing environment, a package is both a container and a communication vehicle.

a) True

b) False

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