In selecting media vehicles, the planner must balance media costs against several media effectiveness factors. First, the planner should evaluate the media vehicle's ________.

In selecting media vehicles, the planner must balance media costs against several media effectiveness factors. First, the planner should evaluate the media vehicle's ________.

A) audience quality
B) audience attention
C) editorial quality
D) market coverage
E) pass-along audience


Answer: A) audience quality

30 Rock and ABC World News Tonight are both examples of ________, specific media within a general media type.

30 Rock and ABC World News Tonight are both examples of ________, specific media within a general media type. 

A) alternative media
B) major media
C) media vehicles
D) media multitaskers
E) micromedia


Answer: C) media vehicles

The media planner looks both at the total cost of using a medium and at the ________.

The media planner looks both at the total cost of using a medium and at the ________.

A) cost per thousand persons reached
B) cost of premium offers
C) cost of the magazine it is using
D) opportunity cost
E) continuity cost


Answer: A) cost per thousand persons reached

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. Which of the following does NOT benefit from this shift?

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. Which of the following does NOT benefit from this shift?

A) outdoor advertising
B) cable television
C) network television
D) digital satellite television systems
E) Internet advertising


Answer: C) network television

For many years, ________ have dominated the media mix used by national advertisers.

For many years, ________ have dominated the media mix used by national advertisers.

A) radio and television
B) television and magazines
C) direct mail and billboards
D) radio and digital media
E) newspapers and direct mail


Answer: B) television and magazines

When selecting media, the advertiser must decide on the desired qualitative value, known as the ________, of a message through a given medium.

When selecting media, the advertiser must decide on the desired qualitative value, known as the ________, of a message through a given medium.

A) reach
B) media engagement
C) media impact
D) exposure costs
E) frequency


Answer: C) media impact

_______ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

_______ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

A) Reach
B) Qualitative value
C) Impact
D) Premium
E) Frequency


Answer: A) Reach

Which of the following is NOT one of the major steps in selecting advertising media?

Which of the following is NOT one of the major steps in selecting advertising media? 

A) deciding on reach, frequency, and impact
B) choosing among major media types
C) selecting specific media vehicles
D) deciding on format elements
E) deciding on timing


Answer: D) deciding on format elements

An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which growing trend in advertising?

An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which growing trend in advertising?

A) YouTube webisodes
B) consumer-generated messages
C) multiple minicampaigns
D) consumer-driven promotions
E) competitive consumer messages


Answer: B) consumer-generated messages

What is the first element that a reader typically notices in a print ad?

What is the first element that a reader typically notices in a print ad?

A) copy
B) illustration
C) headline
D) logo
E) color


Answer: C) headline

The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns.

The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns.

A) slice of life appeals
B) creative endorsements
C) testimonials
D) celebrity spokespeople
E) personality symbols


Answer: E) personality symbols

Ads that are built around dream themes use which type of execution style?

Ads that are built around dream themes use which type of execution style?

A) mood or image
B) musical
C) fantasy
D) slice of life
E) scientific evidence


Answer: C) fantasy

______ is the message execution style that depicts one or more typical people using the product in a normal setting.

______ is the message execution style that depicts one or more typical people using the product in a normal setting.

A) Lifestyle
B) Fantasy
C) Slice of life
D) Personality symbol
E) Testimonial evidence


Answer: C) Slice of life

Which of the following are the three characteristics an advertising appeal should have?

Which of the following are the three characteristics an advertising appeal should have? 

A) engaging, informative, and stylish
B) trendy, compelling, and appealing
C) meaningful, believable, and distinctive
D) unique, emotional, and entertaining
E) humorous, memorable, and interesting


Answer: C) meaningful, believable, and distinctive

After creating message strategy statements, the advertiser must develop a(n) ________ that will bring the message strategy to life in a distinctive and memorable way.

After creating message strategy statements, the advertiser must develop a(n) ________ that will bring the message strategy to life in a distinctive and memorable way.

A) creative concept
B) customer strategy
C) customer benefit
D) execution style
E) media vehicle


Answer: A) creative concept

______ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress.

______ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress.

A) Execution styles
B) Message strategy statements
C) Creative concept strategies
D) Advertising appeals
E) Branded entertainment plans


Answer: E) Branded entertainment plans

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

A) consumer trends
B) competitors' weaknesses
C) competitors' strengths
D) customer benefits
E) consumer emotions


Answer: D) customer benefits

______ is the first step in creating effective advertising messages-deciding what general message will be communicated to consumers.

______ is the first step in creating effective advertising messages-deciding what general message will be communicated to consumers.

A) Eliminating advertising clutter
B) Message strategy
C) Media opportunity
D) Rewarding consumers
E) Selecting the medium


Answer: E) Selecting the medium

Product placement in television programs and movies is an example of ________.

Product placement in television programs and movies is an example of ________.

A) branded entertainment
B) advertainment
C) lifestyle execution
D) mood execution
E) consumer generated content


Answer: A) branded entertainment

The goal of ________ is to make an advertisement so useful that people want to watch it.

The goal of ________ is to make an advertisement so useful that people want to watch it. 

A) branded entertainment
B) advertainment
C) audience engagement
D) fantasy execution
E) testimonial endorsement


Answer: B) advertainment