1. Chapter Eight Media Basics and Print Media

2. Prentice Hall, © 20098-2 When we talk about media, we are referring to the way messages are delivered, and to target audiences. a) True b) False

3. Prentice Hall, © 20098-3 When we talk about media, we are referring to the way messages are delivered, and to target audiences. a) True b) False

4. Prentice Hall, © 20098-4 Is it important for advertisers to know about media multi-tasking? a) Yes b) No

5. Prentice Hall, © 20098-5 Is it important for advertisers to know about media multi-tasking? a) Yes b) No

6. Prentice Hall, © 20098-6 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

7. Prentice Hall, © 20098-7 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

8. Prentice Hall, © 20098-8 As a media trend, engagement could apply to all of the following except: a) Word of mouth b) Cinema advertising c) Television commercials d) Print advertisements

9. Prentice Hall, © 20098-9 As a media trend, engagement could apply to all of the following except: a) Word of mouth b) Cinema advertising c) Television commercials d) Print advertisements

10. Prentice Hall, © 20098-10 Print media includes all of the following except: a) Billboards b) Newspapers c) Magazines d) Packaging

11. Prentice Hall, © 20098-11 Print media includes all of the following except: a) Billboards b) Newspapers c) Magazines d) Packaging

12. Prentice Hall, © 20098-12 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

13. Prentice Hall, © 20098-13 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

14. Prentice Hall, © 20098-14 The dominant form of newspaper advertising is classified advertising. a) True b) False

15. Prentice Hall, © 20098-15 The dominant form of newspaper advertising is classified advertising. a) True b) False

16. Prentice Hall, © 20098-16 Do people read newspapers mostly for the news stories? a) Yes b) No

17. Prentice Hall, © 20098-17 Do people read newspapers mostly for the news stories? a) Yes b) No

18. Prentice Hall, © 20098-18 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

19. Prentice Hall, © 20098-19 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

20. Prentice Hall, © 20098-20 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

21. Prentice Hall, © 20098-21 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

22. Prentice Hall, © 20098-22 The Internet, although important, has made only a limited impact on the newspaper industry. a) True b) False

23. Prentice Hall, © 20098-23 The Internet, although important, has made only a limited impact on the newspaper industry. a) True b) False

24. Prentice Hall, © 20098-24 If you want a medium that consumers consider helpful as a buying guide, would you reject magazines? a) Yes b) No

25. Prentice Hall, © 20098-25 If you want a medium that consumers consider helpful as a buying guide, would you reject magazines? a) Yes b) No

26. Prentice Hall, © 20098-26 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

27. Prentice Hall, © 20098-27 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

28. Prentice Hall, © 20098-28 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

29. Prentice Hall, © 20098-29 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

30. Prentice Hall, © 20098-30 In today’s marketing environment, a package is both a container and a communication vehicle. a) True b) False

31. Prentice Hall, © 20098-31 In today’s marketing environment, a package is both a container and a communication vehicle. a) True b) False

32. Prentice Hall, © 20098-32 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall