Archive for December 2020

____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine.

____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine.



A. Split runs

B. Selective binding

C. Cross media binding

D. Controlled circulation

E. Desk top publishing



Answer: B

_____ are often referred to as high-involvement media, because they generally require some attention and effort on the part of the consumer to process the information that they provide.

_____ are often referred to as high-involvement media, because they generally require some attention and effort on the part of the consumer to process the information that they provide.



A. Newspapers and magazines

B. Newspapers and television

C. Magazines and radio

D. Radio and television

E. Radio and newspapers



Answer: A

_____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text.

_____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text.



A. Display

B. Classified

C. Preprinted insert

D. Supplement

E. Index



Answer: A

_____ are planned marketing communication messages created by the company such as advertisements, websites, news/press releases, packaging, brochures, and sales promotion etc.

_____ are planned marketing communication messages created by the company such as advertisements, websites, news/press releases, packaging, brochures, and sales promotion etc.



A. Distributive touch points

B. Public relations

C. Company created touch points

D. Intrinsic touch points

E. Extrinsic touch points



Answer: C

Ads for Wagner Brake Products, Champion spark plugs, MOOG chassis parts, and Keystone wheels in Tire Review, a journal written and published especially for owners/operators of auto shops, are examples of _____ advertising.

Ads for Wagner Brake Products, Champion spark plugs, MOOG chassis parts, and Keystone wheels in Tire Review, a journal written and published especially for owners/operators of auto shops, are examples of _____ advertising.



A. retail

B. direct-response

C. business-to-business

D. direct - mail

E. primary-demand



Answer: C

Which of the following is an example of retail advertising?

Which of the following is an example of retail advertising? 



A. Advertisement of a health drink 'Complan' that compares its benefits against its competitor 'Bournvita'.

B. Beef council stimulating the demand for beef through an ad.

C. Advertisement of Coca-Cola placed in Progressive grocer, a trade magazine to promote Coca-Cola to food store managers.

D. Lufthansa ad that appears in the newspapers all across the country.

E. A newspaper ad for a 3 day discount in a restaurant located in the outskirts of San Diego.



Answer: E

Which of the following best describes selective-demand advertising?

Which of the following best describes selective-demand advertising? 



A. Advertisement of 'Complan' that compares its benefits against its competitor 'Bournvita'.

B. Beef council stimulating the demand for beef through an ad.

C. Advertisement of Coca-Cola placed in progressive grocer, a trade magazine to promote Coca-Cola to food store managers.

D. Lufthansa ad that appears in the newspapers all across the country.

E. Ad for a 3 day discount in a restaurant located in San Diego which appears in the local newspaper.



Answer: A

The National Egg Coordination Committee has for years now been promoting the benefits of eggs and their importance in one's diet through its ads, which are aired in many nations. Which type of advertising is it making use of?

The National Egg Coordination Committee has for years now been promoting the benefits of eggs and their importance in one's diet through its ads, which are aired in many nations. Which type of advertising is it making use of?



A. National advertising

B. Professional advertising

C. Primary-demand advertising

D. Selective-demand advertising

E. Trade advertising



Answer: C

Amul, a food product marketing organization, has come up with new global ads that promote the benefits of drinking milk as well as demonstrates the various uses of milk. This is an example of:

Amul, a food product marketing organization, has come up with new global ads that promote the benefits of drinking milk as well as demonstrates the various uses of milk. This is an example of: 



A. trade advertising.

B. primary-demand advertising.

C. secondary-dem

and advertising.

D. retail advertising.

E. professional advertising.



Answer: B

Primary-demand advertising is designed to:

Primary-demand advertising is designed to:



A. draw particular attention to a particular branded item.

B. stimulate demand for a general product class or industry.

C. help launch a specific line extension.

D. compare two or more competitors in a real world situation.

E. create a market share gain for the industry leader.



Answer: B

Retail/Local advertising often takes the form of:

Retail/Local advertising often takes the form of:



A. trade advertising.

B. selective-demand advertising.

C. bait and switch advertising.

D. direct-action advertising.

E. indirect response advertising.



Answer: D

Which of the following is true about retail advertising?

Which of the following is true about retail advertising?



A. It is done by large companies on a nationwide basis or in most regions of the country.

B. It takes the form of direct-response advertising.

C. It is done to build store traffic and sales.

D. It designed to stimulate demand for the general product class or entire industry.

E. It is targeted to marketing channel members such as wholesalers, distributors, and retailers.



Answer: C

Big bazaar, a supermarket in India, recently placed an ad in the newspapers circulated in Bangalore city that it would provide 10 vegetables at a flat rate of Rs.10 to consumers from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the Bangalore city. Which of the following types of advertising did it make use of?

Big bazaar, a supermarket in India, recently placed an ad in the newspapers circulated in Bangalore city that it would provide 10 vegetables at a flat rate of Rs.10 to consumers from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the Bangalore city. Which of the following types of advertising did it make use of?



A. National advertising

B. Trade advertising

C. Retail advertising

D. Primary-demand advertising

E. Direct response advertising



Answer: C

Stylo, a perfume manufacturing company, spends about $1,000,000 annually in order to advertise and remind its customers in the United States about its company, brand, its features, benefits, uses, and mainly to reinforce its image and attract customers to purchase its products. Which type of advertising is it making use of?

Stylo, a perfume manufacturing company, spends about $1,000,000 annually in order to advertise and remind its customers in the United States about its company, brand, its features, benefits, uses, and mainly to reinforce its image and attract customers to purchase its products. Which type of advertising is it making use of?



A. National advertising

B. Primary demand advertising

C. Trade advertising

D. Business-to-business advertising

E. Professional advertising



Answer: A

Which of the following is true about advertising?

Which of the following is true about advertising?



A. It attempts to create a personal relationship with the customers.

B. The nature and purpose of advertising is usually the same across various industries.

C. It is a valuable tool for building company and brand image.

D. Advertising is used only for the promotion of mass consumer products.

E. One disadvantage of advertising is that it gets too personal with consumers.



Answer: C

Which the following is NOT possible through the use of advertising?

Which the following is NOT possible through the use of advertising? 



A. Ability to control the message

B. Low cost per contact

C. Ability to create brand images and symbolism

D. Immediate feedback

E. Control of message content and media placement



Answer: D

Clave, a large soap manufacturing firm, has come up with a new soap known as 'Honeydew' for the masses across various countries. It wants to promote the soap to mass audiences across various countries in a persuasive and cost effective manner and at the same time enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for promotion of 'Honeydew'?

Clave, a large soap manufacturing firm, has come up with a new soap known as 'Honeydew' for the masses across various countries. It wants to promote the soap to mass audiences across various countries in a persuasive and cost effective manner and at the same time enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for promotion of 'Honeydew'?



A. Advertising

B. Direct marketing

C. Personal selling

D. Sales promotion

E. Publicity



Answer: A

Advertising is defined as any:

Advertising is defined as any:



A. paid forms of nonpersonal communication about a good, service, or company.

B. any communication about a good, service, or company.

C. any communication that moves a product from one level to another level of the distribution channel.

D. personal communication from a company's representative to prospective buyers.

E. nonpersonal communication about a good or service that is not paid for or run under identified sponsorship.



Answer: A

_____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders.

_____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders.



A. Marketing Mix

B. Promotion

C. Integrated Marketing Communications

D. Mass media advertising

E. Mass marketing



Answer: C

Which of the following is true about integrated marketing communication (IMC)?

Which of the following is true about integrated marketing communication (IMC)?



A. It is a tactical integration of various communication activities.

B. Audience does not form an important part of the IMC process.

C. Employees are not seen as an important part of the IMC process.

D. IMC is viewed as on ongoing strategic business process.

E. IMC simply involves bundling promotional mix elements together.



Answer: D

The goal of an integrated marketing communications program is to:

The goal of an integrated marketing communications program is to:



A. have all of a company's marketing and promotional activities project a consistent unified image to its customers.

B. control all facets of a product's distribution.

C. communicate with customers primarily through advertising.

D. have complete control over all the channel partners in the distribution channel.

E. create a brand image so strong that it destroys all of its competition.



Answer: A

Advocates of integrated marketing communications argue that:

Advocates of integrated marketing communications argue that:



A. firms should communicate with its customers primarily through media advertising.

B. nonpersonal communications is more effective than personal communications.

C. package design is the most important way of communicating with customers.

D. firms should communicate with its customers primarily through one-on-one communication techniques.

E. firms should develop a total marketing communications strategy.



Answer: E

_____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact.

_____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact.



A. Marketing mix

B. Buzz marketing

C. Exchange

D. Integrated marketing communications

E. Promotional planning



Answer: D

Integrated marketing communications requires a "big picture" approach to planning marketing and promotion programs, requiring advertising agencies to develop a(n):

Integrated marketing communications requires a "big picture" approach to planning marketing and promotion programs, requiring advertising agencies to develop a(n):



A. alternative approach for each media method.

B. support system for production differentiation.

C. total marketing communications strategy.

D. reduced emphasis on information advertising and increased emphasis on persuasive marketing.

E. different marketing mix for the same product in different countries.



Answer: C

The central theme of the concept of _____ is that all of an organization's marketing and promotional elements and activities communicate consistently and in a unified manner with its customers.

The central theme of the concept of _____ is that all of an organization's marketing and promotional elements and activities communicate consistently and in a unified manner with its customers. 


A. the marketing mix

B. exchange

C. integrated marketing communications

D. the promotional mix

E. relationship marketing



Answer: C

"The 4As" stands for:

"The 4As" stands for:



A. Association for Awareness of Advertising and Action.

B. American Association of Advertising Agencies.

C. Asian Association for Advertising Agencies.

D. Advertising aimed at Americans, Africans and Asians.

E. Advertising Agencies Association of America.



Answer: B

As a result of economies of scale, large advertisers:

As a result of economies of scale, large advertisers:



A. are likely to enjoy more favorable advertising time and space than smaller advertisers.

B. get higher advertising rates than smaller advertisers.

C. accrue the disadvantages of advertising several products jointly.

D. have higher average costs of production.

E. can spend more money on advertising and realize a better return.



Answer: E

As a result of ____, large advertisers can maintain advertising expenditure shares that are smaller than their market shares because they get lower advertising rates and accrue the advantages of advertising several products jointly.

As a result of ____, large advertisers can maintain advertising expenditure shares that are smaller than their market shares because they get lower advertising rates and accrue the advantages of advertising several products jointly.



A. economies of scale

B. differential advertising advantages

C. competitive parity

D. a concave-downward response

E. multiple advertising channels



Answer: A

The objective and task method is most difficult to use when:

The objective and task method is most difficult to use when:



A. the product to be promoted is intangible and in the maturity stage of its product life cycle.

B. the product to be promoted is in the decline stage of its product life cycle.

C. the product to be promoted is a cash cow.

D. the product to be promoted is new to the market.

E. a service is being promoted.



Answer: D

Which of the following statements provides a good rule of thumb for setting the advertising budget for a new product?

Which of the following statements provides a good rule of thumb for setting the advertising budget for a new product?



A. Its advertising budget should be twice the desired market share.

B. Its advertising budget should be equal to that of the largest market shareholder in the product category.

C. Its advertising budget should be as much as the firm can afford.

D. Its advertising budget should be ten percent greater than the average budget planned for the entire payout period.

E. Its advertising budget should be less than that needed to maintain the desired market share.



Answer: A

The first task in the objective and task method of budgeting is to:

The first task in the objective and task method of budgeting is to:



A. conduct a system analysis.

B. create an organizational budget.

C. isolate advertising objectives.

D. determine what tasks need to be accomplished.

E. reevaluate objectives from previous years.



Answer: C

Defining the communications objectives to be accomplished and estimating the costs associated with the performance of the necessary strategies and activities are steps in the _____ method of budgeting.

Defining the communications objectives to be accomplished and estimating the costs associated with the performance of the necessary strategies and activities are steps in the _____ method of budgeting.



A. competitive parity

B. payout planning

C. ROI

D. return on investment

E. objective and task



Answer: E

Top-down budgeting methods are commonly used because of:

Top-down budgeting methods are commonly used because of:



A. their effectiveness.

B. upper management's desire for control.

C. the growing availability of computer simulations.

D. the ease with which a manager can assess the impact of sales on ROI.

E. their quantitative nature.



Answer: B

Which of the following is an advantage of the competitive parity method?

Which of the following is an advantage of the competitive parity method?



A. It makes use of the buildup approach to establishment of promotional budgets.

B. It leads to stability in the marketplace by minimizing marketing warfare.

C. It is based on the fact that advertising and promotions are designed to accomplish specific objectives by addressing certain problems and opportunities.

D. It gives due recognition to the contributions of creative executions and/or media allocations.

E. Under this method, the budget is driven by the objectives to be attained.



Answer: B

When using the competitive parity budgeting method, the firm:

When using the competitive parity budgeting method, the firm:



A. matches its share of total industry advertising expenditures to its market share.

B. spends as much as it can.

C. allocates some portion of planned sales for the period to advertising.

D. spends the same total amount as its major competitors spend.

E. bases its advertising and promotion expenditures on sales.



Answer: A

To set an advertising budget, the marketer of filing cabinets examines advertising to sales ratios published in trade magazines, and then allocates a percentage of sales dollars to the advertising effort. Which two budgeting methods are being employed?

To set an advertising budget, the marketer of filing cabinets examines advertising to sales ratios published in trade magazines, and then allocates a percentage of sales dollars to the advertising effort. Which two budgeting methods are being employed?



A. Competitive parity and percent of sales method.

B. Competitive parity and payout planning method.

C. Payout planning and percent of sales method.

D. Percent of sales and objective and task method.

E. Payout planning and arbitrary allocation method.



Answer: A

The _____ method of budgeting is being employed when expenditures are allocated by assigning a part of the cost of the product to be allocated to advertising. The total budget is based on units sold.

The _____ method of budgeting is being employed when expenditures are allocated by assigning a part of the cost of the product to be allocated to advertising. The total budget is based on units sold.



A. arbitrary allocation

B. percentage of sales

C. objective and task

D. return on investment

E. competitive parity



Answer: B

Which of the following is an advantage of the arbitrary allocation method?

Which of the following is an advantage of the arbitrary allocation method?



A. By using the arbitrary allocation method, the company can be sure of not getting into any financial problems.

B. It keeps the ad spending within reasonable limits.

C. It uses a logical basis for determining the budgets.

D. This method of budgeting is generally stable.

E. The arbitrary allocation approach has no obvious advantages.



Answer: E

You know the _____ method of budgeting is being employed after hearing an experienced marketing department manager respond to a new employee's question, "How was the ad budget established last year?" by saying, "The same way it's always been done. I just have an instinct for how much should be budgeted where."

You know the _____ method of budgeting is being employed after hearing an experienced marketing department manager respond to a new employee's question, "How was the ad budget established last year?" by saying, "The same way it's always been done. I just have an instinct for how much should be budgeted where."



A. arbitrary allocation

B. percentage of sales

C. ROI

D. return on investment

E. competitive parity



Answer: A

The _____ method of budgeting is being employed when expenditure is allocated by an analysis of expenditure for all aspects of producing and marketing the product. The ad budget is determined by making sure a certain amount is not exceeded.

The _____ method of budgeting is being employed when expenditure is allocated by an analysis of expenditure for all aspects of producing and marketing the product. The ad budget is determined by making sure a certain amount is not exceeded.



A. arbitrary allocation

B. percentage of sales

C. affordable

D. return on investment

E. competitive parity



Answer: C

The S-shaped response curve suggests that:

The S-shaped response curve suggests that:



A. advertising effectiveness will not be related to spending.

B. very low advertising budgets will not work.

C. advertising effectiveness will vary inversely with the spending levels.

D. the carryover effect is especially true for low-priced, frequently purchased consumer products.

E. sales and spending on advertising are not directly related.



Answer: B

According to the S-shaped response curve,

According to the S-shaped response curve,



A. the effects of advertising quickly begin to diminish.

B. the carryover effect is especially true for low-priced, frequently purchased consumer products.

C. sales decrease rapidly if the price is too high.

D. initial outlays of the advertising budget have little impact on sales.

E. sales are not directly related to the size of the advertising budget.



Answer: D

According to the concave-downward model,

According to the concave-downward model,



A. the effects of advertising quickly begin to diminish.

B. the carryover effect is especially true for low-priced, frequently purchased consumer products.

C. sales decrease rapidly if the price is too high.

D. initial outlays of the advertising budget have little impact on sales.

E. sales are not directly related to the size of the advertising budget.



Answer: A

The two models that are commonly used to explain the relationship between advertising and sales are the:

The two models that are commonly used to explain the relationship between advertising and sales are the:



A. concave-downward function and the S-shaped response function.

B. S-shaped response function and the concave-upward function.

C. marginal utility function and the S-shaped demand function.

D. S-shaped demand function and the convex-downward function.

E. concave-upward function and the S-shaped demand function.



Answer: A

The S-shaped response function implies that:

The S-shaped response function implies that:



A. initial advertising expenditures will have little impact on sales.

B. advertising expenditures will have major impact on sales.

C. sales effects will follow the microeconomic law of diminishing returns.

D. sales will immediately increase then decrease.

E. sales will immediately decrease then increase.



Answer: A

A marketing firm decides to purchase media time in an attempt to sell its new product. After purchasing approximately $1 million dollars of time, it has noticed no impact on the sales of the product. However, at $3 million, a substantial increase is shown. This might best be explained by:

A marketing firm decides to purchase media time in an attempt to sell its new product. After purchasing approximately $1 million dollars of time, it has noticed no impact on the sales of the product. However, at $3 million, a substantial increase is shown. This might best be explained by:



A. arbitrary allocation method.

B. the objective and task method.

C. competitive parity method.

D. an S-shaped response function.

E. rapidly diminishing returns.



Answer: D

The concave-downward function model is based on:

The concave-downward function model is based on:



A. the microeconomics law of diminishing returns.

B. the economic law of supply and demand.

C. price elasticity of demand quotients.

D. the change in contribution margins as item price is changed.

E. perceptual mapping results.



Answer: A

Which of the following statements describes a weakness inherent in the use of the marginal analysis model for establishing an advertising budget?

Which of the following statements describes a weakness inherent in the use of the marginal analysis model for establishing an advertising budget?



A. It is unsuitable as a basis for budgeting in case of direct response advertising.

B. Only environmental factors that are considered by the model will affect the effectiveness of the promotional program.

C. Budgetary amount is often set by fiat.

D. The budget is determined by management solely on the basis of what is felt to be necessary.

E. It is very illogical and virtually no theoretical base is used to determine the budgets.



Answer: E

According to Duncan's zero-based marketing communications planning approach,

According to Duncan's zero-based marketing communications planning approach,



A. advertising should always be the main tool for accomplishing marketing communications objectives

B. sales promotion is usually the best tool for accomplishing marketing communications objectives

C. big ideas for a promotional campaign can be based on public relations, advertising, sales promotion or media advertising

D. integrated marketing communications programs should lead with the promotional function that least effectively addresses a company's communication problem or opportunity

E. managers should focus on what the customer wants and work backward to the brand



Answer: C

____ is an approach to integrated marketing communications planning that involves determining what tasks need to be done and which marketing communications planning functions should be used to accomplish them.

____ is an approach to integrated marketing communications planning that involves determining what tasks need to be done and which marketing communications planning functions should be used to accomplish them.



A. The objective/task pyramid

B. DAGMARC. Inside out planning

D. Zero-based communications planning

E. Refutation planning



Answer: D

Outside-in planning:

Outside-in planning:



A. focuses on what the marketer wants to say, when the marketer wants to say it, things the marketer believes are important to his brand, and the media form the marketer wants to use.

B. is another term for zero-based communications planning.

C. starts with the customer and builds backward to the brand when developing an IMC program.

D. is a method of implementing DAGMAR objectives.

E. is used to forecast the validity of DAGMAR objectives.



Answer: C

Inside-out planning:

Inside-out planning:


A. focuses on what the marketer wants to say, when the marketer wants to say it, things the marketer believes are important to his or her brand, and the media form the marketer wants to use.

B. is another term for zero-based communications planning.

C. starts with the customer and builds backward to the brand when developing an IMC program.

D. is a method of implementing DAGMAR objectives.

E. is used to forecast the validity of DAGMAR objectives.



Answer: A

Creative executives from the advertising industry might oppose the DAGMAR approach to setting objectives because it:

Creative executives from the advertising industry might oppose the DAGMAR approach to setting objectives because it:



A. inhibits their creativity by putting too much emphasis on numbers and the quantitative assessment of an advertising campaign.

B. requires that speculative presentations be created and used to set benchmark measures.

C. is only successful if it produces the desired sales results.

D. does not provide any type of communication guidelines.

E. is too concerned with qualitative assessments of the finished campaign.



Answer: A

You are working in the advertising department of a large consumer products company. You have suggested that the company use the DAGMAR approach for setting advertising goals. Which of the following is an example of an argument that you are likely to hear against the use of the DAGMAR approach to setting advertising goals?

You are working in the advertising department of a large consumer products company. You have suggested that the company use the DAGMAR approach for setting advertising goals. Which of the following is an example of an argument that you are likely to hear against the use of the DAGMAR approach to setting advertising goals?



A. Communication should be the measure of advertising effectiveness rather than sales - oriented goals.

B. DAGMAR approach is too creative and hence, leads to difficulty in understanding.

C. DAGMAR can be quite expensive due to research costs and is therefore suitable only for large companies.

D. DAGMAR is too quantitative for most managers to understand.

E. DAGMAR is appropriate only in case of direct - response advertising.



Answer: D

Which of the following is an example of a common criticism of DAGMAR?

Which of the following is an example of a common criticism of DAGMAR?



A. It ignores communications objectives.

B. It is difficult to implement.

C. It is useful only for small companies that have a small advertising budget.

D. It offers little guidance to those responsible for planning and developing the promotional program.

E. It concentrates only on creativity and does not pay much attention to other objectives.



Answer: A

DAGMAR MOD II was developed to alleviate problems with:

DAGMAR MOD II was developed to alleviate problems with:



A. the response hierarchy used in the original DAGMAR model.

B. the costs of using DAGMAR.

C. the fact that DAGMAR ignores sales results.

D. setting benchmark measures.E. creating measurable communications objectives.



Answer: A

The DAGMAR approach to setting objectives:

The DAGMAR approach to setting objectives:



A. has little effect on the advertising planning process.

B. has focused advertisers' attention on the value of using communications objectives rather than sales objectives.

C. has never been criticized because it focuses on the hierarchy of effects model.

D. has increased the degree of subjectivity used in the selection of objectives toward which planners' efforts should be directed.

E. has been successful because it is easy to implement.



Answer: B

In January 2003, Philip-Morris Companies, Inc., and Kraft Foods became the Altria Group. The change in name reflected the fact the company has changed itself structurally, behaviorally, and culturally. The new name was designed to focus attention on the company's superior performance, financial strength, and its commitment to integrity and corporate responsibility. Which of the following statements about the communications objectives the company would have most likely used as part of this repositioning strategy is true?

In January 2003, Philip-Morris Companies, Inc., and Kraft Foods became the Altria Group. The change in name reflected the fact the company has changed itself structurally, behaviorally, and culturally. The new name was designed to focus attention on the company's superior performance, financial strength, and its commitment to integrity and corporate responsibility. Which of the following statements about the communications objectives the company would have most likely used as part of this repositioning strategy is true?



A. The communications objectives established with this strategy would need to be abstract.

B. It would be impossible for the company to have any benchmark measures for determining whether it reached its communications objectives.

C. A communications objective concerning the repositioning of the Altria Group would take longer to accomplish than an objective designed to create brand awareness.

D. The target audience could not be specifically defined in the communications objective.

E. Quantitative benchmarks would be impossible due to the fact the Altria Group markets new products.



Answer: C

Assume the Greyhound Bus Company runs a six-month advertising campaign promoting its convenient bus routes and excellent on-time service without conducting any sort of marketing research. At the end of the six-month period, Greyhound conducts a study and finds 80 percent of its frequent travelers agree the bus company has convenient bus routes and excellent on-time service. Greyhound can conclude that:

Assume the Greyhound Bus Company runs a six-month advertising campaign promoting its convenient bus routes and excellent on-time service without conducting any sort of marketing research. At the end of the six-month period, Greyhound conducts a study and finds 80 percent of its frequent travelers agree the bus company has convenient bus routes and excellent on-time service. Greyhound can conclude that:



A. the campaign was successful in changing perceptions regarding its fares.

B. the campaign was successful in changing perceptions regarding its service.

C. the campaign was not successful since it should have nearly 90 percent of riders agreeing that it offers convenient bus routes and excellent on-time service.

D. its advertising is working.

E. without benchmark measures, it will never know if the campaign was a success or a failure.



Answer: E

An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who know our fares are lower than the competitors' to 75 percent over the next six months." Using the criteria associated DAGMAR approach to setting objective, what is wrong with this objective?

An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who know our fares are lower than the competitors' to 75 percent over the next six months." Using the criteria associated DAGMAR approach to setting objective, what is wrong with this objective?



A. It is not a concrete statement of what message the airline wants to communicate.

B. It does not contain a benchmark measure and statement of the degree of change sought.

C. It does not specify a specific time period for accomplishing the objective.

D. It does not specify a well-defined target audience.

E. Nothing is wrong with this objective; it satisfies all of the criteria specified in the DAGMAR model.



Answer: B

Before beginning its new advertising campaign, Landmark Bank conducted a study to determine consumers' level of awareness and knowledge of the bank and its services as well as consumers' perceptions of the bank's image. This was done to:

Before beginning its new advertising campaign, Landmark Bank conducted a study to determine consumers' level of awareness and knowledge of the bank and its services as well as consumers' perceptions of the bank's image. This was done to:



A. communicate advertising goals.

B. communicate tasks.

C. establish benchmark measures.

D. communicate DAGMAR objectives to the audience.

E. establish marketing research goals.



Answer: C

According to the DAGMAR model, which of the following is a characteristic of a good objective?

According to the DAGMAR model, which of the following is a characteristic of a good objective?



A. A good objective is elaborative in nature.

B. A good objective specifies the target audience.

C. A good objective includes both positive and negative points.

D. A good objective specifies the current market share.

E. A good objective is based on sales results.



Answer: E

According to DAGMAR, advertising objectives should be written in measurable terms that specify:

According to DAGMAR, advertising objectives should be written in measurable terms that specify:



A. a communications task, a target market, a benchmark starting point, a time period, and degree of change sought.

B. a budget, a message strategy, a media plan, and the degree of carryover effect desired.

C. the reach, frequency, and point of wearout for advertising messages.

D. the purchase motives, demographic composition, and buying habits of the target market.

E. sales potentials, market share, return on investment, and budget forecasts.



Answer: A

According to the criteria outlined in DAGMAR, which of the following is the best statement of a quantitative communications objective?

According to the criteria outlined in DAGMAR, which of the following is the best statement of a quantitative communications objective?



A. "Increase product users to 40 percent of the total market."

B. "Win new customers and increase sales volume by 15 percent in 6 months."

C. "Increase the number of customers mentioning the brand name when asked for brand preference from 40 percent to 50 percent in one year."

D. "Increase awareness of the brand in one year."E. "Increase sales revenue by 10 percent."



Answer: C

A stereo speaker manufacturer developed advertising objectives, which stated that the goal of the company's new ad campaign is "To communicate our ability to create an environment of total audio ambience in the home." This statement could serve as an example of a:

A stereo speaker manufacturer developed advertising objectives, which stated that the goal of the company's new ad campaign is "To communicate our ability to create an environment of total audio ambience in the home." This statement could serve as an example of a:



A. target audience delineation

B. benchmark measure

C. communications task.

D. sales objective.

E. short-term promotional objective.



Answer: C

In 2007, Cingular acquired AT&T but renamed itself as AT&T itself. The choice of the name reflected consumers' awareness and recognition of an established brand. To determine how successful it was in making consumers aware of its name change and its new positioning strategy, the firm could have used:

In 2007, Cingular acquired AT&T but renamed itself as AT&T itself. The choice of the name reflected consumers' awareness and recognition of an established brand. To determine how successful it was in making consumers aware of its name change and its new positioning strategy, the firm could have used:



A. zero-based communications planning.

B. a benchmark orientation.

C. DAGMAR.

D. the carryover effect.

E. the recency effect.



Answer: C

_____ is an approach to setting advertising goals and objectives which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.

_____ is an approach to setting advertising goals and objectives which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.



A. The carryover effect

B. The hierarchy of effects model

C. Zero based communications planning

D. Inside-out communications planning

E. DAGMAR



Answer: E

DAGMAR is:

DAGMAR is:



A. a philosophy of advertising goal setting.

B. a model of consumer behavior.

C. a method of setting sales objectives.

D. the most often used method of setting objectives.

E. an attitude measurement device.



Answer: A

Which of the following statements is true about communications objectives?

Which of the following statements is true about communications objectives?



A. When setting objectives using the communications effect pyramid, the last step reached is trial.

B. Sales goal cannot be translated into communications objectives.

C. Marketing and advertising managers do not rely on experience and intuition when setting communications goals.

D. Communications objectives are the criteria used in the DAGMAR approach to setting advertising goals.

E. Communication objectives are used particularly where the advertiser seeks an immediate response.



Answer: D

In 2007, Cingular acquired AT&T but renamed itself using AT&T. The choice of the name reflected consumers' awareness and recognition of an established brand. Advertising to make consumers aware of new combined firm would more than likely have _____ objectives.

In 2007, Cingular acquired AT&T but renamed itself using AT&T. The choice of the name reflected consumers' awareness and recognition of an established brand. Advertising to make consumers aware of new combined firm would more than likely have _____ objectives.



A. sales-oriented

B. market-oriented

C. product development

D. communications

E. product penetration



Answer: D

Managers who use the communications effects pyramid to set objectives believe that:

Managers who use the communications effects pyramid to set objectives believe that:



A. lower-level objectives such as purchase and reuse form the foundation of the communications program.

B. the foundation of the communications program is set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension.

C. advertising and promotion should first accomplish lower-level objectives such as trial and purchase.

D. advertising and promotion should first accomplish higher-order objectives such as trial and purchase and then create awareness and brand knowledge.

E. advertising and promotion cannot accomplish lower-order objectives.



Answer: B

Sales-oriented objectives are appropriate for:

Sales-oriented objectives are appropriate for:



A. all Internet marketing.

B. retail advertising promoting a sale or special event.

C. products that have been introduced in a highly volatile market.

D. any advertising campaign aimed at maintaining brand awareness.

E. creating favorable attitudes and images for a brand or a product before purchase could occur



Answer: B

Heinz developed a sales promotion program called "All About Family." It offered a coupon of a free Halloween candy when one purchased any of five different participating Heinz brands. Cents-off coupons for the participating brands were placed in newspaper inserts. The campaign also featured a contest called the "Ultimate Family Night" sweepstakes. Heinz management most likely used _____ objectives to measure the effectiveness of this sales promotion.

Heinz developed a sales promotion program called "All About Family." It offered a coupon of a free Halloween candy when one purchased any of five different participating Heinz brands. Cents-off coupons for the participating brands were placed in newspaper inserts. The campaign also featured a contest called the "Ultimate Family Night" sweepstakes. Heinz management most likely used _____ objectives to measure the effectiveness of this sales promotion.



A. communication persuasiveness

B. short-term sales

C. long-term sales

D. brand inquiry

E. information parameters



Answer: B

Which of following is a likely problem for a manager who uses sales as a measure of advertising effectiveness?

Which of following is a likely problem for a manager who uses sales as a measure of advertising effectiveness?



A. Sales results offer little guidance or direction to those responsible for planning and developing the advertising program.

B. There is a short, often immeasurable, time period between when advertising is run and when sales actually occur.

C. Sales results are affected by no marketing mix variable other than price and promotion.

D. No internal environmental variables have any significant influence on sales results.

E. With the correctly selected promotion variables, no external environmental variables have any significant influence on sales results.



Answer: A

The carryover effect:

The carryover effect:



A. has no impact on sales objectives.

B. has no effect on the relationship between advertising and sales.

C. encourages the use of nonspecific objectives.

D. is particularly apparent with mature, low-priced, and frequently purchased products.

E. helps in determining the precise relationship between advertising and sales.



Answer: D

Many marketing managers prefer sales-oriented objectives for advertising because they believe:

Many marketing managers prefer sales-oriented objectives for advertising because they believe:



A. the reason a company spends money on advertising and promotion is to sell its products or service.

B. the objective of advertising and other promotional mix elements is usually to communicate information or a selling message about a product or service.

C. the primary role of an integrated marketing communications program is to communicate.

D. the objectives should be based on the achievement of communication objectives.

E. they must provide relevant information and create favorable predispositions toward the brand before purchase behavior will occur.



Answer: A

Many marketing managers approach promotion from a(n) _____ perspective and believe the objective of advertising and other promotional mix elements is to relay information about a product to customers.

Many marketing managers approach promotion from a(n) _____ perspective and believe the objective of advertising and other promotional mix elements is to relay information about a product to customers.



A. informational

B. communications

C. sales-oriented

D. segmentation

E. product development



Answer: B

Marketing goals defined in terms of sales, profits or market share increases are:

Marketing goals defined in terms of sales, profits or market share increases are:



A. situational response objectives.

B. usually not appropriate for promotional objectives.

C. integrated marketing communications objectives.

D. relationship marketing objectives.

E. communication objectives.



Answer: B

To be effective, marketing objectives need to be:

To be effective, marketing objectives need to be:



A. realistic and attainable.

B. erudite and challenging.

C. philosophical and fungible.

D. long-term and qualitative.

E. reasonable and elaborate



Answer: A

Pace Foods has a goal of expanding its business beyond its traditional Texas market base. This goal is an example of a _____ objective while the goal of establishing a position of authenticity and making Mexican food seem fun is an example of a(n) _____ objective.

Pace Foods has a goal of expanding its business beyond its traditional Texas market base. This goal is an example of a _____ objective while the goal of establishing a position of authenticity and making Mexican food seem fun is an example of a(n) _____ objective. 




A. communication; marketing

B. communication; positioning

C. marketing; communication

D. positioning; organizational

E. advertising; functional



Answer: C

Which of the following statements best describes the relationship between marketing and communications objectives?

Which of the following statements best describes the relationship between marketing and communications objectives?



A. Marketing objectives and communications objectives are synonymous.

B. Marketing objectives evolve from communication objectives.

C. Communications objectives are derived from marketing objectives.

D. Communications objectives can be developed before or after the development of marketing objectives.

E. There is no relationship between the two.



Answer: C

Arden's task is to determine what was accomplished by his company's advertising and promotional program for a vinyl siding cleanser. You can tell him that:

Arden's task is to determine what was accomplished by his company's advertising and promotional program for a vinyl siding cleanser. You can tell him that:



A. his task is impossible.

B. all he needs is the sales results to determine what the program accomplished.

C. his task could be made easier by setting specific communication objectives.

D. he just requires the post-promotional consumer awareness levels to determine what the program accomplished.

E. this is the easiest task his company has ever asked him to perform.



Answer: C

Before setting objectives for advertising and promotion, an organization should: A. conduct a situation analysis to identify marketing and promotional issues facing the firm.

Before setting objectives for advertising and promotion, an organization should: A. conduct a situation analysis to identify marketing and promotional issues facing the firm.



B. develop its media plan and allocate the budget to each media.

C. evaluate the effectiveness of the advertising and promotional strategies.

D. conduct test marketing to check the effectiveness of the marketing strategies developed for the current products and services.

E. set its advertising and promotional budgets.



Answer: A

The more specific the firm's advertising objectives, the:

The more specific the firm's advertising objectives, the:



A. easier it becomes to measure advertising effectiveness.

B. more difficult it is for competitor's advertising to be effective.

C. easier it is to measure the advertising-sales response function.

D. smaller the funding needed to meet advertising goals.

E. more difficult it is for a competitor to use competitive parity budgeting.



Answer: A

One important purpose of setting specific advertising goals and objectives is to:

One important purpose of setting specific advertising goals and objectives is to:



A. provide a standard against which performance can be measured.

B. put constraints on the creative department.

C. have a method of determining when to delete products from the product line.

D. forecast the market share level that can be attained by good advertising.

E. protect all investors and debt holders.



Answer: A

Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program. The only goal of their company's advertising and promotional program is to:

Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program. The only goal of their company's advertising and promotional program is to:



A. position the company and its brands.

B. create a positive corporate image.

C. generate sales.

D. create memorable advertising.E. create awareness of the company.



Answer: C

Statistical Research's Inc.'s RADAR:

Statistical Research's Inc.'s RADAR:



A. cannot be used to estimate the audience for commercials on various programs.

B. is sponsored by nine of the largest advertisers in the nation.

C. primarily measures TV viewership for local TV stations.

D. provides network audience measures, along with estimates of network audiences for all commercials.

E. collects information and issues a new report every month.



Answer: D

_____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart.

_____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart.



A. Average quarter-hour figure

B. Average quarter-hour rating

C. Average quarter-hour share

D. Cume

E. Average market share



Answer: D

The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population.

The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population.



A. average quarter-hour figure

B. cumulative audience

C. average quarter-hour rating

D. average quarter-hour share

E. average daily market share



Answer: C

Which of the following dayparts sees the largest radio audiences?

Which of the following dayparts sees the largest radio audiences?



A. Morning drive time and evening drive time

B. Daytime and late evening

C. Evening drive time and daytime

D. Nighttime and morning drive time

E. All night and daytime



Answer: A

The heaviest users of radio as an advertising medium are:

The heaviest users of radio as an advertising medium are:



A. national service providers.

B. local advertisers.

C. national retail chains.

D. national consumer-products manufacturers and distributors.

E. tobacco and alcohol advertisers.



Answer: B

"Commercial-free" blocks of music are a disadvantage for advertisers because:

"Commercial-free" blocks of music are a disadvantage for advertisers because:



A. there is a restriction on the length of commercials.

B. these programs attract a high number of listeners.

C. contextual ads cannot be easily aired during music programming.

D. they are followed by long segments of commercials that listeners can easily skip.

E. there is greater competition for ad space during these programmes.



Answer: D

A major threat to conventional broadcast radio is:

A major threat to conventional broadcast radio is:



A. the emergence of satellite radio.

B. low-powered local radio broadcasting.

C. the creation of communications cartels.

D. the fact consumers prefer to pay a subscription fee for their radio.

E. the ability to zip and zap radio commercials.



Answer: A

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?



A. The production of radio advertising is expensive.

B. The absence of clutter means radio advertising tends to be very uncreative.

C. Buying space for radio advertising is more expensive than buying ad space on TV.

D. The high number of stations in most markets means there is a great deal of audience fragmentation.

E. Radio is unable to provide marketers with a variety of integrated marketing opportunities.



Answer: D

Mountain Dew often sponsors live radio broadcasts at beaches, sporting events, and festivals in which it sets up booths for sampling and giveaways. On which advantage offered by radio is Mountain Dew capitalizing?

Mountain Dew often sponsors live radio broadcasts at beaches, sporting events, and festivals in which it sets up booths for sampling and giveaways. On which advantage offered by radio is Mountain Dew capitalizing?



A. Low relative costs

B. Integrated marketing opportunities

C. Mental imagery

D. Geographic selectivity

E. Flexibility



Answer: B

Why do advertisers use the image transfer process in radio advertising?

Why do advertisers use the image transfer process in radio advertising?



A. To take advantage of vivid musical messages to create images in the mind of radio listeners.

B. To reinforce its video messages.

C. To transfer the image created by a radio commercial to the point-of-purchase.

D. To transfer the image of celebrities to the advertised brand.

E. To create brand loyalty through the use of multisensory messages.



Answer: B

Radio offers high levels of audience selectivity because of:

Radio offers high levels of audience selectivity because of:



A. the wide variety of program formats offered by different stations.

B. the broadcast overlap of local radio stations.

C. the transmission capability of the various stations.

D. its low cost.

E. image transfer capabilities.



Answer: A

Imagine you have inherited a small motel chain in the New England area. You know you need to buy advertising, but you have a limited budget. Which of the following will hold true?

Imagine you have inherited a small motel chain in the New England area. You know you need to buy advertising, but you have a limited budget. Which of the following will hold true?



A. Local radio is the best advertising option as it reaches travelers in their cars and is low-cost.

B. Radio commercials are expensive to produce and hence radio advertising is inadvisable.

C. Advertising on network television can selectively tap the target audience.

D. Though radio commercials are cheap to produce, buying time on radio is expensive.

E. Television advertising is a flexible medium that has short lead times and is the best option.



Answer: A

Compared to television, radio has:

Compared to television, radio has:



A. fewer segmentation opportunities.

B. longer buyer lead times for preparing and placing ads.

C. greater reach and lower frequency opportunities with individual stations.

D. more national network advertising.

E. more of a local flavor.



Answer: E

Radio has survived as an advertising medium by:

Radio has survived as an advertising medium by:


A. competing directly with television.

B. evolving into a national advertising medium.

C. evolving into a primarily local advertising medium.

D. charging higher rates than television.

E. providing visual facilities to listeners.



Answer: C

Today, the Nielsen Television Index provides weekly estimates of networks and major cable viewing audiences on a national level through the use of an electronic device that measures what is being watched and by whom. This device is called a(n):

Today, the Nielsen Television Index provides weekly estimates of networks and major cable viewing audiences on a national level through the use of an electronic device that measures what is being watched and by whom. This device is called a(n):



A. audiometer.

B. people meter.

C. electronic diary.

D. market survey.

E. focus group.



Answer: B

Which of the following statements is true about program ratings and share of audience measures?

Which of the following statements is true about program ratings and share of audience measures?



A. Program ratings are always higher than share of audience.

B. Program ratings and share of audience are usually the same.

C. Share of audience is always higher than the program rating unless all of the households in a market have their set in use.

D. Unlike share of audience measures, program ratings consider variations in the number of sets in use since they are based only on those households that have their sets in use.

E. Share of audience is always higher than the program rating when all of the households in a market have their set in use.



Answer: C

There are approximately 900,000 television households in the San Diego County market. During a Sunday afternoon in October, 50 percent of the households had their television sets turned on and 200,000 were watching the San Diego Chargers versus Pittsburgh Steelers NFL football game on Channel 7. The approximate share of audience for the game would be:

There are approximately 900,000 television households in the San Diego County market. During a Sunday afternoon in October, 50 percent of the households had their television sets turned on and 200,000 were watching the San Diego Chargers versus Pittsburgh Steelers NFL football game on Channel 7. The approximate share of audience for the game would be:



A. 22.

B. 44.

C. 50.

D. 200.

E. 100.



Answer: B

The share of a television audience indicates the:

The share of a television audience indicates the:



A. percentage of the defined target market that is exposed to a message at least once during the relevant time period.

B. percentage of households using TV tuned to a particular program in a specified time period.

C. average number of exposures to a message received by each member of the target market.

D. percentage of all households using television during a specific time period.

E. number of people who responded to a televised direct-response ad.



Answer: B

Assume the television show Grey's Anatomy had an average national program rating of 18 during the 2007 season. This means that:

Assume the television show Grey's Anatomy had an average national program rating of 18 during the 2007 season. This means that:



A. an average of 18 million households watched Grey's Anatomy.

B. 18 percent of the households watching television were tuned to Grey's Anatomy.

C. an average of 18 percent of the television households in the country were tuned to Grey's Anatomy.

D. an average of 18 million households watched Grey's Anatomy for at least five minutes.

E. 18 percent of the households in the United States watched the entire program.



Answer: C

The Boston designated market area (DMA) has approximately 2 million television households. Audience research shows that 60 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching the Boston Celtics in a playoff game. The program rating for the Celtic game in the Boston DMA is _____ while the share of audience is ____.

The Boston designated market area (DMA) has approximately 2 million television households. Audience research shows that 60 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching the Boston Celtics in a playoff game. The program rating for the Celtic game in the Boston DMA is _____ while the share of audience is ____.



A. 25; 15

B. 15; 25

C. 33; 20

D. 15; 60

E. 20; 30



Answer: B

The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S. watched American Idol last week even though only half of the households were actually watching television during this time period. The program rating for the show is approximately:

The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S. watched American Idol last week even though only half of the households were actually watching television during this time period. The program rating for the show is approximately:



A. 18.

B. 21.

C. 29.

D. 42.

E. 30.



Answer: B

Which of the following statements concerning advertising on cable television is true?

Which of the following statements concerning advertising on cable television is true?



A. Cable time can only be purchased on a national level.

B. Cable time can be purchased on a national, regional, or local level.

C. Spot cable advertising revenues have decreased dramatically over the past five years.

D. Local cable systems provide advertisers with a great deal of research information on demographics, lifestyles, and viewership patterns.

E. The initial popularity of cable television has passed, and network television is once again the more popular medium.



Answer: B

The major reason for the decline in the viewing audiences of the three major networks is:

The major reason for the decline in the viewing audiences of the three major networks is:



A. the widespread use of videocassette recorders.

B. the growth of cable television.

C. poor programming.

D. the exponential growth of clutter.

E. changes in cultural values, which are reducing television viewing time.



Answer: B

Which of the following is true for participations?

Which of the following is true for participations?



A. Participating advertisers have financial responsibility for production of the program.

B. Participations involve long-term commitment on the part of advertisers.

C. Participations offer advertisers a lower reach than sponsorships.

D. In participations, advertisers have little control over the placement of ads.

E. Participations are not suitable for small advertisers with limited budgets



Answer: D

A consortium of nine major advertisers recently joined Television Production Partners, a new venture that develops movies, specials, and limited-run series for television. The members will choose the programs they want to be involved with and take a portion of the commercial spots during these shows. The nine advertisers are using a(n) _____ type of advertising arrangement.

A consortium of nine major advertisers recently joined Television Production Partners, a new venture that develops movies, specials, and limited-run series for television. The members will choose the programs they want to be involved with and take a portion of the commercial spots during these shows. The nine advertisers are using a(n) _____ type of advertising arrangement.



A. sponsorship

B. spot

C. adjacency

D. syndication

E. countertrade



Answer: A

Why does a company like Hallmark choose to sponsor the television adaptation of classic books such as Sara: Plain and Tall?

Why does a company like Hallmark choose to sponsor the television adaptation of classic books such as Sara: Plain and Tall?



A. Sponsorship allows Hallmark to capitalize on the prestige of a high-quality program.

B. No other advertiser could afford the sponsorship costs.

C. The shows are never shown during a sweeps period, and therefore, sponsorship is more affordable.

D. The network would not allow the shows to appear on television unless they had a sponsorship from an approved company.

E. Sponsoring an entire show is very cheap and many of Hallmarks competitors also sponsor various other shows.



Answer: A

Which of the following is a disadvantage of syndication?

Which of the following is a disadvantage of syndication?



A. The audience for syndicated shows is often older and more rural.

B. Syndicated shows offer no advantages to national advertisers.

C. Syndicated shows are often more expensive than network shows.

D. Syndicated shows reach a limited audience and generate limited ad revenue.

E. Syndicated shows do not benefit local television stations.



Answer: A

A disadvantage associated with the use of syndicated shows for advertising is:

A disadvantage associated with the use of syndicated shows for advertising is:



A. that syndicates do not supply as much research information as the networks do.

B. more zipping.

C. their popularity among Gen Xers.

D. the absence of programming at undesirable times.

E. their lack of popularity when compared to network shows in certain dayparts, such as daytime, early prime time, and late fringe.



Answer: A

Which of the following statements about syndication is true?

Which of the following statements about syndication is true?



A. The advertising revenue generated by syndicated programs is insignificant compared to that of the three major networks.

B. Syndicated programs never draw larger viewing audiences than network shows.

C. Many national advertisers use syndicated shows to target certain audiences.

D. Syndicated programs have less commercial time and thus less clutter than network shows.

E. Syndicated programs benefit only local advertisers, not national ones.



Answer: C

Under a _____ arrangement, national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming as well as some advertising time to sell to local or spot advertisers.

Under a _____ arrangement, national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming as well as some advertising time to sell to local or spot advertisers.



A. sponsorship

B. participation

C. barter syndication

D. local syndication

E. national syndication



Answer: C

Which of the following statements is true about syndication?

Which of the following statements is true about syndication?



A. Syndicated programs are of limited value to advertisers since they reach a limited number of viewers.

B. There is basically one form of syndicated programming.

C. Syndication has become a major business that generates revenue comparable to the major networks.

D. National advertisers rarely use syndicated programs.

E. Syndicated programs are attractive to national advertisers since they contain a lower level of advertising clutter.



Answer: C

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