Advertising & IMC: Principles and Practice, 9e (Moriarty)

advertisement
Advertising & IMC: Principles and Practice, 9e (Moriarty)
Chapter 12 Traditional Media
1) Newspapers, magazines, brochures, directories, and other printed surfaces are known as
________ media.
A) broadcast
B) narrowcast
C) print
D) directional
E) interactive
Answer: C
Diff: 1 Page Ref: 354
Skill: Concept
Objective: 12-1
2) Newspapers offer advertisers ________, which allows them to target specific consumer
groups.
A) market intermediation
B) market zoning
C) market selectivity
D) market focus
E) selective binding
Answer: C
Diff: 2 Page Ref: 355
Skill: Concept
Objective: 12-1
3) A ________ is a list of the charges for newspaper advertising space and the discounts given to
local advertisers and advertisers who make volume buys.
A) rate card
B) take-away
C) give-away
D) media kit
E) sales kit
Answer: A
Diff: 1 Page Ref: 356
Skill: Concept
Objective: 12-1
1
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
4) An arrangement between a national advertiser and a local retailer whereby the retailer buys
the ad and then the manufacturer pays for half or a portion is known as ________.
A) joint advertising
B) co-op advertising
C) run-of-paper advertising (ROP)
D) selective advertising
E) subsidized advertising
Answer: B
Diff: 1 Page Ref: 356
Skill: Concept
Objective: 12-1
5) Which of the following is NOT a type of advertising found within the local newspaper?
A) classified
B) display
C) gatefold
D) supplements
E) free-standing insert (FSI)
Answer: C
Diff: 2 Page Ref: 356-357
Skill: Concept
Objective: 12-1
6) What form of newspaper advertising is the dominant form, can be any size, and can be placed
anywhere in the newspaper except the editorial page?
A) classified
B) display
C) supplement
D) gatefold
E) free-standing insert (FSI)
Answer: B
Diff: 2 Page Ref: 356
Skill: Concept
Objective: 12-1
7) Advertisers who don't care where their ads run in the newspaper pay which rate?
A) co-op rate
B) preferred-position rate
C) run-of-paper (ROP) rate
D) non-preferred rate
E) classified rate
Answer: C
Diff: 1 Page Ref: 357
Skill: Concept
Objective: 12-1
2
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
8) What form of newspaper advertising comes from individuals wanting to sell their personal
goods?
A) classified
B) display
C) supplements
D) gatefolds
E) co-op
Answer: A
Diff: 1 Page Ref: 357
Skill: Concept
Objective: 12-1
9) Which of the following is a magazine-style publication inserted into a newspaper?
A) display advertisement
B) co-op advertisement
C) supplement
D) gatefold
E) free-standing insert (FSI)
Answer: C
Diff: 1 Page Ref: 357
Skill: Concept
Objective: 12-1
10) Which company is an independent auditing group that represents advertisers, agencies, and
publishers and verifies statements about newspaper circulation statistics?
A) A.C. Nielsen
B) Simmons-Scarborough
C) MediaMark, Inc.
D) Auditing Bureau of Circulations (ABC)
E) International Circulation Service (ICS)
Answer: D
Diff: 2 Page Ref: 358
Skill: Concept
Objective: 12-1
11) Which of the following is NOT a main type of business magazine?
A) corporate
B) professional
C) farm
D) consumer
E) industrial
Answer: D
Diff: 2 Page Ref: 359
Skill: Concept
Objective: 12-1
3
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
12) Which classification of business magazines presents stories and information about an entire
industry?
A) trade papers
B) industrial magazines
C) professional magazines
D) vertical publications
E) horizontal publications
Answer: D
Diff: 1 Page Ref: 359
Skill: Concept
Objective: 12-1
13) Nontraditional delivery of magazines is referred to as ________, meaning the magazine is
distributed free to specific audiences.
A) uncontrolled circulation
B) nonmeasured circulation
C) traditional circulation
D) discounted circulation
E) controlled circulation
Answer: A
Diff: 1 Page Ref: 360
Skill: Concept
Objective: 12-1
14) Normally, the largest unit of ad space that magazines sell is the ________.
A) full-page ad
B) double-page spread
C) gutter spread
D) bleed page
E) nonbleed page
Answer: B
Diff: 1 Page Ref: 360
Skill: Concept
Objective: 12-1
15) The white space running between the inside edges of the pages of a magazine is known as
the ________.
A) gutter
B) byline
C) cover
D) gatefold
E) spread
Answer: A
Diff: 1 Page Ref: 360
Skill: Concept
Objective: 12-1
4
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
16) A magazine page without outside margins, in which the color extends to the edge of the
page, is called a ________.
A) marginless page
B) gatefold
C) double-spread
D) full page
E) bleed
Answer: E
Diff: 1 Page Ref: 360
Skill: Concept
Objective: 12-1
17) A single or double page in a magazine can be broken into a variety of units called ________.
A) gatefolds
B) fractional page space
C) segments
D) standard advertising units
E) cut-outs
Answer: B
Diff: 2 Page Ref: 361
Skill: Concept
Objective: 12-1
18) ________ combines information on subscribers kept in a database with a computer program
to produce magazines that include special sections for subscribers based on their demographic
profiles.
A) Fractional page space
B) Satellite transmission
C) Selective binding
D) Desktop publishing
E) Custom publishing
Answer: C
Diff: 2 Page Ref: 361
Skill: Concept
AACSB: Use of information technology
Objective: 12-1
5
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
19) Which technology allows a magazine to print personalized messages on ads or on inserts?
A) selective binding
B) desktop publishing
C) ink-jet imaging
D) one-order, one-bill
E) satellite transmission
Answer: C
Diff: 2 Page Ref: 361
Skill: Concept
AACSB: Use of information technology
Objective: 12-1
20) Which company verifies magazine circulation numbers by auditing subscriptions as well as
newsstand sales and also checks the number of delinquent subscribers and rates of renewal?
A) A.C. Nielsen
B) Simmons-Scarborough
C) MediaMark, Inc.
D) Auditing Bureau of Circulations (ABC)
E) International Circulation Service (ICS)
Answer: D
Diff: 2 Page Ref: 361
Skill: Concept
Objective: 12-1
21) Directory advertising is described as ________ advertising because it tells people where to
go to get the product or service they want.
A) primary
B) secondary
C) directional
D) promotional
E) selective
Answer: C
Diff: 2 Page Ref: 362
Skill: Concept
Objective: 12-1
6
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
22) What is the key difference between directory advertising and brand-image advertising?
A) Directory advertising reaches people who already know they have a need for the product or
service.
B) Directory advertising provides directions on how to use the product, but brand-image
advertising does not.
C) Directory advertising provides maps with directions on how to find the retailer's location.
D) Directory advertising is used in the initial stages of consumer decision making regarding a
purchase.
E) Directory advertising is not as effective as brand-image advertising.
Answer: A
Diff: 2 Page Ref: 363
Skill: Concept
Objective: 12-1
23) ________ includes advertising on outdoor billboards, buses, posters on walls, telephone
booths and shopping kiosks, taxi signs, grocery store carts, blimps, and so forth.
A) Public advertising
B) Out-of-home advertising
C) Broadcast advertising
D) Transit advertising
E) Miscellaneous advertising
Answer: B
Diff: 1 Page Ref: 364
Skill: Concept
Objective: 12-2
24) ________ refers to billboards along streets and highways, as well as posters in other public
locations.
A) Outdoor advertising
B) Public advertising
C) Broadcast advertising
D) Transit advertising
E) Miscellaneous advertising
Answer: A
Diff: 1 Page Ref: 364
Skill: Concept
Objective: 12-2
7
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
25) Which type of billboard is created by designers, printed in sections, and then shipped to an
outdoor advertising company which then applies the sections to the poster panel's face on
location?
A) painted bulletin
B) printed bulletin
C) painted poster
D) printed poster
E) cutout
Answer: D
Diff: 2 Page Ref: 365
Skill: Concept
Objective: 12-2
26) Which type of billboard is normally created onsite and can even be painted on the sides of
buildings, roofs, and natural structures, such as the side of a mountain?
A) painted outdoor bulletin
B) printed outdoor bulletin
C) painted outdoor poster
D) printed outdoor poster
E) outdoor extension
Answer: A
Diff: 2 Page Ref: 365
Skill: Concept
Objective: 12-2
27) The cost of outdoor advertising is typically based on a(n) ________, which is based on a
traffic count of vehicles passing a particular location during a specified period of time.
A) impression
B) showing
C) exposure
D) reach
E) frequency
Answer: B
Diff: 2 Page Ref: 366
Skill: Concept
Objective: 12-2
28) ________ is seen by people riding inside buses, subway cars, and some taxis.
A) Interior transit advertising
B) Exterior transit advertising
C) Kiosk advertising
D) On-premise advertising
E) Mobile advertising
Answer: A
Diff: 2 Page Ref: 367
Skill: Concept
Objective: 12-2
8
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
29) Which of the following is NOT considered an advantage of advertising in newspapers?
A) market coverage
B) comparison shopping
C) reaches educated consumers
D) flexibility
E) long life span
Answer: E
Diff: 2 Page Ref: 368
Skill: Concept
Objective: 12-2
30) Which of the following is NOT considered to be an advantage of advertising in magazines?
A) ability to reach specialized audiences
B) long life span
C) flexibility
D) high production values
E) can accommodate complex messages
Answer: C
Diff: 2 Page Ref: 369
Skill: Concept
Objective: 12-2
31) Which of the following is NOT an advantage of directory advertising?
A) inexpensive
B) long life
C) trusted
D) competitive clutter
E) flexibility in size, colors, and formats
Answer: D
Diff: 2 Page Ref: 369
Skill: Concept
Objective: 12-2
32) Which of the following is NOT an advantage of outdoor advertising?
A) serves as a brand reminder
B) high-impact
C) directional medium
D) inexpensive
E) ability to convey complex messages
Answer: E
Diff: 2 Page Ref: 369
Skill: Concept
Objective: 12-2
9
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
33) Broadcast media does NOT include which of the following?
A) radio
B) television
C) video
D) magazines
E) film
Answer: D
Diff: 1 Page Ref: 369
Skill: Concept
Objective: 12-3
34) Which of the following is NOT part of the structure of the radio industry?
A) public radio
B) satellite radio
C) Web radio
D) AM/FM radio
E) spot radio
Answer: E
Diff: 1 Page Ref: 369-370
Skill: Concept
Objective: 12-3
35) ________ can deliver the same radio stations, regardless of where the listener is in the
continental United States.
A) Satellite radio
B) Cable radio
C) Low-power FM (LPFM)
D) AM/FM radio
E) Public radio
Answer: A
Diff: 1 Page Ref: 370
Skill: Concept
AACSB: Communication abilities
Objective: 12-3
36) Nonprofit, noncommercial radio stations that serve a small market with reach of three to five
miles that are not allowed to carry advertising are known as ________.
A) cable radio
B) public radio
C) AM/FM radio
D) low-power FM (LPFM)
E) web radio
Answer: D
Diff: 2 Page Ref: 370
Skill: Concept
AACSB: Communication abilities
Objective: 12-3
10
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
37) ________ provides webcasting, which is audio streaming through a website.
A) Satellite radio
B) Cable radio
C) Low-power FM (LPFM)
D) Web radio
E) Public radio
Answer: D
Diff: 1 Page Ref: 370
Skill: Concept
AACSB: Use of information technology
Objective: 12-3
38) The typical radio programming day is divided into five segments called ________.
A) listener groups
B) drive times
C) coverages
D) ratings
E) dayparts
Answer: E
Diff: 1 Page Ref: 371
Skill: Concept
Objective: 12-3
39) ________ refers to the number of homes in a geographic area that are able to pick up a radio
station clearly, whether those homes are actually tuned in or not.
A) Circulation
B) Coverage
C) Rating
D) Impression
E) Gross impression
Answer: B
Diff: 2 Page Ref: 371
Skill: Concept
AACSB: Communication abilities
Objective: 12-3
40) ________ measure(s) the percentage of homes actually tuned in to a particular radio station.
A) Circulation
B) Coverage
C) Ratings
D) Impressions
E) Gross impressions
Answer: C
Diff: 2 Page Ref: 371
Skill: Concept
Objective: 12-3
11
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
41) Which of the following estimates the size of radio audiences for more than 250 markets in
the United States?
A) Arbitron
B) RADAR
C) A.C. Nielsen
D) Simmons
E) MediaMark
Answer: A
Diff: 2 Page Ref: 371
Skill: Concept
Objective: 12-3
42) Commercials set to music are known as ________.
A) musicals
B) lyricals
C) jingles
D) dual-coded
E) PSAs
Answer: C
Diff: 1 Page Ref: 371
Skill: Concept
AACSB: Communication abilities
Objective: 12-3
43) Which is the largest category of radio advertising revenues?
A) network
B) national spot
C) local
D) satellite
E) web
Answer: C
Diff: 2 Page Ref: 372
Skill: Concept
Objective: 12-3
44) A(n) ________ is a group of local affiliates connected to one or more national networks
through telephone wires and satellites.
A) radio network
B) national syndicate
C) local network
D) AM network
E) FM network
Answer: A
Diff: 1 Page Ref: 372
Skill: Concept
Objective: 12-3
12
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
45) In which type of radio advertising does an advertiser place an advertisement with an
individual station?
A) network
B) spot
C) local
D) AM
E) FM
Answer: B
Diff: 2 Page Ref: 372
Skill: Concept
Objective: 12-3
46) Aperture refers to knowing which of the following?
A) when the largest audience is listening to a program
B) when the target audience is most likely to be listening and responsive
C) when the largest audience is engaged in a program
D) when an advertisement is most likely to break through the clutter
E) when a product does not need to be visually demonstrated
Answer: B
Diff: 2 Page Ref: 373
Skill: Concept
AACSB: Communication abilities
Objective: 12-3
47) Which advertising medium has been called the "theater of the mind"?
A) magazines
B) radio
C) newspapers
D) television
E) outdoor
Answer: B
Diff: 2 Page Ref: 373
Skill: Concept
AACSB: Communication abilities
Objective: 12-3
48) Which of the following is NOT a national, over-the-air television network in the United
States?
A) Entertainment and Sports Programming Network (ESPN)
B) American Broadcasting Company (ABC)
C) Columbia Broadcasting System (CBS)
D) National Broadcasting Company (NBC)
E) Fox Broadcasting
Answer: A
Diff: 2 Page Ref: 374
Skill: Concept
Objective: 12-3
13
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
49) What is the most familiar example of subscription television?
A) satellite TV
B) TiVo
C) high-definition TV
D) cable
E) syndication
Answer: D
Diff: 1 Page Ref: 376
Skill: Concept
Objective: 12-3
50) Satellite television is a form of ________ television.
A) syndicated
B) underwritten
C) public
D) subscription
E) addressable
Answer: D
Diff: 2 Page Ref: 376
Skill: Concept
Objective: 12-3
51) Cable News Network (CNN), the Disney Channel, and the Entertainment and Sports
Programming Network (ESPN) are known as ________.
A) cable networks
B) superstations
C) broadcast networks
D) affiliates
E) syndicated networks
Answer: A
Diff: 2 Page Ref: 376
Skill: Concept
Objective: 12-3
52) WTBS-Atlanta, WGN-Chicago, and WWOR-New York are all independent television
stations whose programs are carried by satellite to cable operators; they are known as ________.
A) cable networks
B) independent superstations
C) broadcast networks
D) affiliates
E) syndicated networks
Answer: B
Diff: 2 Page Ref: 376
Skill: Concept
Objective: 12-3
14
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
53) Local television stations that are not affiliated with a network are known as ________.
A) disconnects
B) interconnects
C) spot stations
D) syndicated stations
E) independent stations
Answer: E
Diff: 1 Page Ref: 376
Skill: Concept
Objective: 12-3
54) Using ________, national advertisers buy local advertising on a city-by-city basis from local
television stations.
A) independent buys
B) spot buys
C) specialty buys
D) syndicated buys
E) underwriting
Answer: B
Diff: 1 Page Ref: 376
Skill: Concept
Objective: 12-3
55) ________ are programs that can be sold to independent firms and other cable channels to
replay as reruns.
A) Syndicated programs
B) Network programs
C) Cable programs
D) Pay-per-view programs
E) On-demand programs
Answer: A
Diff: 2 Page Ref: 377
Skill: Concept
Objective: 12-3
56) Interactive television creates the opportunity for ________.
A) addressable television
B) high-definition television
C) pay-per-view television
D) 3-D television
E) on-demand television
Answer: A
Diff: 2 Page Ref: 377
Skill: Concept
AACSB: Use of information technology
Objective: 12-3
15
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
57) What technology allows users to record television programs without the hassles of
videotape?
A) interactive TV
B) high-definition TV
C) digital video recorders
D) broadband recorders
E) digital enhancers
Answer: C
Diff: 2 Page Ref: 378
Skill: Concept
AACSB: Use of information technology
Objective: 12-3
58) TiVo's capability to let users pause, do instant replays, and begin watching programs even
before the recording has finished is known as ________.
A) sweeping
B) high-definition TV
C) time-shifting
D) interactive television
E) addressable television
Answer: C
Diff: 1 Page Ref: 378
Skill: Concept
AACSB: Use of information technology
Objective: 12-3
59) What does one television rating point represent?
A) 1 percent of the TV viewing audience
B) 1,000 TV households
C) 1,000,000 TV households
D) 1,000 TV viewers
E) 1 percent of the nation's TV households
Answer: E
Diff: 3 Page Ref: 379
Skill: Concept
Objective: 12-3
60) Which of the following statements is true regarding television ratings and share?
A) Share refers to the percentage of viewers based on the number of TV households.
B) The share figure is always larger than the rating.
C) Rating refers to the percentage of viewers based on the number of sets turned on.
D) The rating figure is always larger than the share.
E) There is no difference between rating and share, for the two terms are synonymous.
Answer: B
Diff: 3 Page Ref: 379
Skill: Concept
Objective: 12-3
16
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
61) Which term refers to the percentage of viewers based on the number of television sets turned
on?
A) rating
B) share
C) gross rating points
D) gross impressions
E) impressions
Answer: B
Diff: 2 Page Ref: 379
Skill: Concept
Objective: 12-3
62) At what level does A.C. Nielsen measure the television audience demographics?
A) national only
B) national and local
C) network and spot
D) local only
E) in-home and out-of-home
Answer: B
Diff: 2 Page Ref: 379
Skill: Concept
Objective: 12-3
63) An instrument that records what television shows are being watched, the number of
households that are watching, and which family members are viewing is known as a(n)
________.
A) people meter
B) audiometer
C) tv meter
D) frequency meter
E) viewing meter
Answer: A
Diff: 1 Page Ref: 379
Skill: Concept
AACSB: Use of information technology
Objective: 12-3
17
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
64) In which type of network television advertising does the advertiser assume the total financial
responsibility for producing the program and providing the accompanying commercials?
A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placement
Answer: D
Diff: 1 Page Ref: 380
Skill: Concept
Objective: 12-3
65) In which type of network television advertising does the advertiser pay for 10, 15, 20, 30, or
60 seconds of commercial time during one or more programs?
A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placement
Answer: A
Diff: 1 Page Ref: 380
Skill: Concept
Objective: 12-3
66) Which type of television advertising appears in the breaks between programs, which local
affiliates sell to advertisers who want to show their ads locally?
A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placement
Answer: B
Diff: 1 Page Ref: 381
Skill: Concept
Objective: 12-3
67) Communication directed at an audience that may not fit the advertiser's target market is
called ________.
A) underwritten advertising
B) wasted reach
C) aperture
D) spillover
E) clutter
Answer: B
Diff: 1 Page Ref: 381
Skill: Concept
Objective: 12-3
18
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
68) Movie theaters sell time at the beginning of their film showings for commercials called
________.
A) participations
B) captive showings
C) selective showings
D) trailers
E) sponsorships
Answer: D
Diff: 1 Page Ref: 382
Skill: Concept
Objective: 12-4
69) Which of the following is NOT considered a disadvantage of radio advertising?
A) listener inattentiveness
B) lack of visuals
C) lack of control
D) scheduling and buying difficulties
E) inflexibility
Answer: E
Diff: 2 Page Ref: 383
Skill: Concept
AACSB: Communication abilities
Objective: 12-4
70) Which of the following is NOT an advantage of advertising on television?
A) pervasiveness
B) cost-efficiency
C) high impact
D) flexibility
E) high level of viewing
Answer: D
Diff: 3 Page Ref: 383
Skill: Concept
AACSB: Communication abilities
Objective: 12-4
71) Newspapers are primarily used by advertisers trying to reach a national market.
Answer: FALSE
Diff: 2 Page Ref: 355
Skill: Concept
AACSB: Communication abilities
Objective: 12-1
19
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
72) National advertisers are not heavy users of newspapers as an advertising medium because
each paper has its own size guidelines for ads, making it impossible to prepare one ad that would
fit every newspaper.
Answer: FALSE
Diff: 2 Page Ref: 356
Skill: Concept
Objective: 12-1
73) One alternative that allows a national advertiser to pay the local rate is co-op advertising with
a local retailer.
Answer: TRUE
Diff: 1 Page Ref: 356
Skill: Concept
Objective: 12-1
74) Advertisers who don't care where their ads run in the newspaper pay the nonpreferredposition rate (NPR).
Answer: FALSE
Diff: 3 Page Ref: 357
Skill: Concept
Objective: 12-1
75) The dominant form of newspaper advertising is classified advertising.
Answer: FALSE
Diff: 2 Page Ref: 357
Skill: Concept
Objective: 12-1
76) Newspaper readership tends to be highest among older people and people with a higher
educational level and lowest among people in their late teens and early twenties.
Answer: TRUE
Diff: 2 Page Ref: 357-358
Skill: Concept
Objective: 12-1
77) The two main types of audiences that magazines target are consumer and business audiences.
Answer: TRUE
Diff: 2 Page Ref: 359
Skill: Concept
Objective: 12-1
78) Business magazines target business readers and include trade papers, industrial magazines,
and professional magazines.
Answer: TRUE
Diff: 2 Page Ref: 359
Skill: Concept
Objective: 12-1
20
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
79) A horizontal publication deals with a business function that cuts across industries.
Answer: TRUE
Diff: 2 Page Ref: 359
Skill: Concept
Objective: 12-1
80) Selective binding allows a magazine to print personalized messages directly on ads or on
inserts.
Answer: FALSE
Diff: 2 Page Ref: 361
Skill: Concept
AACSB: Use of information technology
Objective: 12-1
81) Magazine rates are based on the readership of the publication.
Answer: FALSE
Diff: 2 Page Ref: 361
Skill: Concept
Objective: 12-1
82) Directory advertising is described as directional advertising because it tells people where to
go to get the product or service they want.
Answer: TRUE
Diff: 2 Page Ref: 362
Skill: Concept
Objective: 12-1
83) Outdoor advertising includes everything from billboards to hot air-balloons, including ads on
buses; posters on walls, telephone booths, and shopping kiosks; painted semi-trucks; taxi signs;
and skywriting.
Answer: FALSE
Diff: 2 Page Ref: 364
Skill: Concept
AACSB: Communication abilities
Objective: 12-2
84) The outdoor industry uses a system based on impressions, which refers to a standard unit for
space sales based on the opportunity a person has to see a particular outdoor board.
Answer: FALSE
Diff: 2 Page Ref: 366
Skill: Concept
Objective: 12-2
21
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
85) Public radio stations are considered noncommercial in that they rely on listener support for
most of their funding and that no commercial support is allowed by law.
Answer: FALSE
Diff: 2 Page Ref: 370
Skill: Concept
Objective: 12-3
86) Radio is a highly segmented medium.
Answer: TRUE
Diff: 2 Page Ref: 370-371
Skill: Concept
AACSB: Communication abilities
Objective: 12-3
87) A radio network is a group of local affiliates connected to one or more national networks
through telephone wires or satellites.
Answer: TRUE
Diff: 1 Page Ref: 372
Skill: Concept
AACSB: Use of information technology
Objective: 12-3
88) Syndicated radio programs offer flexibility through their willingness to run unusual ads,
allow last-minute changes, and negotiate rates.
Answer: FALSE
Diff: 3 Page Ref: 372
Skill: Concept
Objective: 12-3
89) Although radio may not be a primary medium for most businesses, it does have excellent
reminder and reinforcement capability.
Answer: TRUE
Diff: 2 Page Ref: 373
Skill: Concept
AACSB: Communication abilities
Objective: 12-3
90) One disadvantage of advertising on radio is lack of control, which means advertisers do not
have much control over when their ads will air.
Answer: FALSE
Diff: 2 Page Ref: 373
Skill: Concept
Objective: 12-3
22
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
91) Currently, there are six national, over-the-air television networks in the United States: ABC,
CBS, NBC, Fox, WB, and UPN.
Answer: FALSE
Diff: 2 Page Ref: 374
Skill: Concept
Objective: 12-3
92) The most powerful radio stations are called "superstations" and can deliver signals for long
distances.
Answer: FALSE
Diff: 3 Page Ref: 376
Skill: Concept
AACSB: Use of information technology
Objective: 12-3
93) Cable News Network (CNN), the Disney Channel, and the Entertainment and Sports
Programming Network (ESPN) are examples of independent superstations.
Answer: FALSE
Diff: 3 Page Ref: 376
Skill: Concept
Objective: 12-3
94) Television stations not affiliated with a network are known as independent stations.
Answer: TRUE
Diff: 1 Page Ref: 376
Skill: Concept
Objective: 12-3
95) National advertisers sometimes buy local advertising on a city-by-city basis using spot buys.
Answer: TRUE
Diff: 2 Page Ref: 376
Skill: Concept
Objective: 12-3
96) The FCC allows Public Broadcasting System (PBS) stations to air commercial messages
only during the local 2.5-minute program breaks.
Answer: TRUE
Diff: 2 Page Ref: 377
Skill: Concept
AACSB: Ethical understanding and reasoning abilities
Objective: 12-3
23
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
97) TiVo is a substantial threat to marketers because it allows consumers to skip commercials
completely.
Answer: TRUE
Diff: 2 Page Ref: 378
Skill: Concept
AACSB: Use of information technology
Objective: 12-3
98) Sweeps periods for television happen four times a year.
Answer: TRUE
Diff: 3 Page Ref: 379
Skill: Concept
Objective: 12-3
99) In program sponsorships, the advertiser assumes the total financial responsibility for
producing the program and providing the accompanying commercials.
Answer: TRUE
Diff: 1 Page Ref: 380
Skill: Concept
Objective: 12-3
100) Participations are commercials that appear in the breaks between programs, which local
affiliates sell to advertisers who want to show their ads locally.
Answer: FALSE
Diff: 2 Page Ref: 380
Skill: Concept
Objective: 12-3
101) Advertisers trying to reach a wide audience often need to buy time on several radio stations,
which has been made easier by the "one-order, one-bill" system.
Answer: FALSE
Diff: 3 Page Ref: 356
Skill: Application
AACSB: Analytic skills
Objective: 12-1
102) One reason free-standing insert (FSI) advertising is growing is because it allows greater
control over the reproduction quality of the advertisement.
Answer: TRUE
Diff: 2 Page Ref: 357
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-1
24
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
103) Consumers are more likely to see transit advertising in an urban environment than in a
suburban or rural environment.
Answer: TRUE
Diff: 2 Page Ref: 367
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-2
104) The disadvantages of advertising in magazines include limited flexibility, lack of
immediacy, high cost, and limited distribution.
Answer: TRUE
Diff: 2 Page Ref: 369
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-2
105) One advantage of outdoor advertising is that it is easy for potential consumers to spot.
Answer: FALSE
Diff: 2 Page Ref: 369
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-2
106) Explain the three main types of newspaper advertising.
Answer: Types of newspaper advertising:
(1) Classified Advertising –Advertising by individuals to sell their personal goods and
advertising by local businesses. These ads are arranged according to their interest to readers,
such as "Help Wanted," "Real Estate for Sale," and "Cars for Sale."
(2) Display Advertising –Can be any size and can be placed anywhere in the newspaper except
the editorial page. Display advertising is further divided into two subcategories: local (retail) and
national (general).
(3) Supplements –Syndicated, meaning an independent publisher sells its publications to
newspapers throughout the country, or local full-color advertising inserts that appear throughout
the week and especially in the Sunday edition of newspapers. A free-standing insert (FSI) is the
set of advertisements, such as the grocery ads, that are inserted into the newspaper.
Diff: 2 Page Ref: 356-357
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-1
25
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
107) Explain three advantages and three disadvantages of advertising in magazines.
Answer: Students can discuss any three advantages of magazines:
(1) Target Audiences –Ability of magazines to reach specialized audiences.
(2) Audience Receptivity –The editorial environment of a magazine lends authority and
credibility to the advertising.
(3) Long Life Span –People tend to read magazines at a comparatively slow rate, typically over a
couple of days, so they offer an opportunity to use detailed copy. In addition, magazines have
high reach potential because they are passed along to others.
(4) Format –Allows creative advertising variety through multiple pages, inserts, and other
features.
(5) Visual Quality –Excellent because they are printed on high-quality paper that provides
superior photo reproduction.
(6) Messages –Good for complex messages.
Students can discuss any three disadvantages of magazines:
(1) Limited Flexibility –Ads must be submitted well in advance of the publication date.
(2) Lack of Immediacy –Some readers do not look at an issue of a magazine until long after it
comes to them, so the ad may take a long time to have an effect on the reader.
(3) High Cost –Rates are quite high; however, magazines with carefully segmented audiences
can be cost-efficient because they reach a tightly targeted audience.
(4) Distribution –Sometimes limited. Many of the different magazines that exist typically are not
distributed to a broad spectrum of potential audience members.
Diff: 2 Page Ref: 358, 369
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-1
108) Explain how directory advertising is different from brand-image advertising.
Answer: Directory advertising is described as directional advertising because it tells people
where to go to get the product or service they want. The key difference between directional
advertising and brand-image advertising is that directory advertising reaches prospects, people
who already know they have a need for the product or service; brand-image advertising seeks to
create a need. Directory advertising is the main medium that prospects consult once they have
decided to buy something they need or want.
Diff: 2 Page Ref: 363
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-1
26
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
109) Name and describe the three major types of radio advertising.
Answer:
(1) Network Radio Advertising –Radio advertising bought from national networks that distribute
programming and advertising to their affiliates. Network radio is a group of local affiliates
connected to one or more national networks through telephone wires and satellites.
(2) Spot Radio Advertising –Advertiser places an advertisement with an individual station rather
than through a network. Spot radio advertising makes up nearly 80 percent of all radio
advertising.
(3) Syndicated Radio Advertising –Program syndication has benefited network radio because it
offers advertisers a variety of high-quality, specialized, and usually original programs. Both
networks and private firms offer syndication, and advertisers value syndicated programming
because of the high level of loyalty of its audience.
Diff: 2 Page Ref: 372
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-3
110) Discuss three advantages and three disadvantages of advertising on television.
Answer: The three advantages of advertising on television are:
(1) Pervasiveness –Television is in almost every home; some homes have a TV in every room,
and these TVs are turned on for a significant part of the day.
(2) Cost-efficiency –Many view television as the most cost-effective way to deliver a massmedia message because it has such a wide reach. Even though it is expensive on an absolute
basis, it is cost-efficient because the costs are spread across so many viewers.
(3) Impact –The interaction of sight, sound, color, motion, and drama creates a strong emotional
response. It is also good for delivering demonstrations and dramas.
Students can discuss any three of the disadvantages of advertising on television:
(1) Production Costs –Extremely high cost of producing and running commercials. Production
costs include filming the commercial and paying the talent
(2) Clutter –There are no restrictions on the commercial time per hour.
(3) Wasted Reach –Communication may be directed at an unresponsive (and often uninterested)
audience that may not fit the advertiser's target market characteristics.
(4) Inflexibility –Most network television advertising is purchased in the spring and early
summer for the next fall season, and if an advertiser is not able to make this up-front buy, only
limited time slots remain available. Also, it is difficult to make last-minute adjustments in copy
and visuals, and production of a TV commercial takes weeks to months.
(5) Intrusiveness –TV commercials intrude into the programs and are therefore more irritating
than other forms of advertising, leading viewers to mute and zap commercials.
Diff: 3 Page Ref: 381-383
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-3
27
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
111) A national advertiser would like to advertise more in newspapers, but there is a substantial
rate differential between national advertisers purchasing the same ad size as local retailers. On
average, the national advertisers must pay more than 60 percent more for the same space. What
can a national advertiser do to avoid this rate differential?
A) Use the "one-order, one-bill" ordering system because they've negotiated the rates down to
the local rates.
B) Use the "co-op" ordering system because they've negotiated the rates down to the local rates.
C) Advertise only in larger cities because newspapers in those markets do not charge a rate
differential.
D) Use co-op advertising, which is an arrangement between an advertiser and a retailer whereby
the retailer buys the ad at the local rate and the advertiser reimburses some or all of the costs.
E) There's really nothing a national advertiser can do to avoid the higher rate.
Answer: D
Diff: 2 Page Ref: 356
Skill: Application
AACSB: Reflective thinking skills
Objective: 12-1
112) P&G is a major producer of consumer coupons and prefers to deliver them to consumers
through newspaper advertising. P&G is very concerned about the reproduction quality of the
advertisements, wants to command more attention than just another ad in the paper, and wants to
place different ads in different markets. Which type of newspaper advertising will meet P&G's
needs?
A) classified
B) display
C) supplements
D) co-op
E) preferred
Answer: C
Diff: 2 Page Ref: 357
Skill: Application
AACSB: Analytic skills
Objective: 12-1
28
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
113) Dole, the fresh banana, juice, and canned fruit company, began testing a glossy magazine,
Dole Fresh Choices, in the banana section of a grocery store in Houston and has plans for more
widespread distribution. The magazine, targeted toward female customers, offers articles on
health and nutrition. What type of magazine is this?
A) trade
B) industrial
C) professional
D) consumer
E) vertical
Answer: D
Diff: 2 Page Ref: 360
Skill: Application
AACSB: Analytic skills
Objective: 12-1
114) The outdoor board on the side of the highway with the message telling drivers that the
Holiday Inn Express is at the next exit best illustrates which advantage of outdoor advertising?
A) high-impact medium offering larger-than-life visuals
B) good situational medium
C) flexibility
D) reinforcement of a creative concept employed in other media
E) least expensive of all major media
Answer: B
Diff: 2 Page Ref: 369
Skill: Application
AACSB: Analytic skills
Objective: 12-2
115) Laurie loves the car radio her husband gave her for her birthday because she spends hours
on the road as a sales rep covering the entire southeast region of the United States. She is able to
listen to the same station, regardless of where she is in the country, and the music stations are
completely commercial-free. She has to pay a monthly fee for this programming, but to her, it's
worth it. With respect to the structure of the radio industry, what kind of radio does this
represent?
A) AM/FM
B) cable radio
C) satellite radio
D) web radio
E) LPFM
Answer: C
Diff: 2 Page Ref: 370
Skill: Application
AACSB: Analytic skills
Objective: 12-3
29
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
116) WLSU is the campus radio station at Louisiana State University. It is a nonprofit,
noncommercial station that serves a small market (i.e., the university community), with a reach
of three to five miles. WLSU provides a variety of music and informational programming, and
all LSU student, faculty, and staff performances are broadcast on this station. With respect to the
structure of the radio industry, WLSU is an example of ________.
A) public radio
B) cable radio
C) satellite radio
D) low-power FM (LPFM)
E) web radio
Answer: D
Diff: 2 Page Ref: 370
Skill: Application
AACSB: Analytic skills
Objective: 12-3
117) Rush Limbaugh is a conservative talk show host who is heard on hundreds of radio stations
around the country. Advertisers such as Select Comfort beds advertise on his program because of
the high level of loyalty of his audience. Local radio stations purchase the rights to air his
program on their stations. National advertisers can purchase advertising time from the program
provider or the local station, and local businesses usually purchase advertising during this show
from the local station. What type of radio advertising does this represent?
A) network radio advertising
B) spot radio advertising
C) syndicated radio advertising
D) news radio advertising
E) up-front radio advertising
Answer: C
Diff: 2 Page Ref: 372
Skill: Application
AACSB: Analytic skills
Objective: 12-3
30
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
118) WDAM is a local television station in Hattiesburg, Mississippi, that airs programming
provided from the National Broadcasting Company (NBC). This station has a contractual
relationship with NBC in which it agrees to carry programming originating from NBC during a
certain part of its schedule. WDAM is allowed to sell a small amount of time during this
programming to advertisers wishing to reach the local market, but the station typically pays NBC
30 percent of the fees it charges for this local advertising. However, WDAM receives 15 percent
of the advertising revenue paid to NBC by national advertisers. WDAM is known as a network
________.
A) affiliate
B) subscriber
C) agent
D) assistant
E) enabler
Answer: A
Diff: 2 Page Ref: 374-376
Skill: Application
AACSB: Analytic skills
Objective: 12-3
119) Some have predicted that, in the future, television will allow consumers to purchase
products they see on a television show. For example, if you like the shirt Raymond is wearing in
Everybody Loves Raymond, you will be able to click on the shirt and will be taken to a website
that allows you to purchase it. When finished, you can pick up viewing the program where you
left off. What type of television delivery system or program option does this represent?
A) pay-per-view
B) high-definition TV (HDTV)
C) interactive television
D) e-commerce television
E) network cable
Answer: C
Diff: 2 Page Ref: 377
Skill: Application
AACSB: Use of information technology
Objective: 12-3
31
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
120) Recently, advertisers were upset because some magazines were reporting circulation figures
to be higher than they actually were. Which of the following best explains why advertisers were
upset?
A) Any negative publicity for a magazine will reflect poorly on their brands because they are
supporting that publication.
B) Falsifying circulation figures will hinder future distribution for a magazine.
C) Inflated circulation figures from just a few publications make the entire industry suspect.
D) Magazine advertising rates are based on circulation figures.
E) It generated negative publicity among consumers, which are the advertisers' target market.
Answer: D
Diff: 3 Page Ref: 361
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-1
121) Starbucks is interested in radio advertising and wants to reach consumers at the best time of
day to get them to drive into a Starbucks location. Research has shown that 80 percent of
consumers drink the majority of coffee before going to work or on their way to work. What
daypart would you recommend Starbucks use to reach these consumers?
A) 6 to 10 a.m. (morning drive time)
B) 10 a.m. to 3 p.m. (daytime)
C) 3 to 7 p.m. (evening drive time)
D) 7 p.m. to midnight (nighttime)
E) midnight to 6 a.m. (all night)
Answer: A
Diff: 2 Page Ref: 371
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-3
122) Rain Forest Car Wash wants to start advertising to increase its business. Rain Forest is
looking for an advertising medium that will allow the company to advertise frequently yet still be
affordable. Rain Forest also wants the capability to change messages to reflect current conditions
that affect a car's appearance, such as the high level of pollen that settles on cars from one day to
the next. Based on this information, which advertising medium would you recommend for this
business?
A) transit
B) magazines
C) television
D) radio
E) outdoor billboards
Answer: D
Diff: 2 Page Ref: 372-373/383
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-3
32
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
123) Wendy's fast food restaurant wants to increase radio advertising in the metropolitan area of
several major cities. Wendy's wants to advertise close to lunch and dinner times because it feels
that consumers are already in their cars and will more likely drive into a Wendy's if they hear an
ad around the time they are hungry. Wendy's is seeking to reach as wide of an audience as
possible and intends to advertise on several stations within each area to do so. Considering the
disadvantages of advertising on the radio, which one is most relevant in this situation?
A) listener inattentiveness
B) lack of visuals
C) clutter
D) scheduling and buying difficulties
E) lack of control
Answer: D
Diff: 3 Page Ref: 372-373/383
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-3
124) The New York Times wants to begin an advertising campaign using television to attract
more subscribers. The Times wants to reach an affluent, well-educated audience. One goal of its
promotion is to not appear to be asking for purchase, merely to make the publication more salient
in the minds of the target audience. Based on this information, which of the following delivery
systems or programming options would be best for the newspaper?
A) network television
B) public television
C) cable television
D) program syndication
E) interactive television
Answer: B
Diff: 2 Page Ref: 377
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-3
33
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
125) A popular comedy show shown on NBC had a rating or 5.0 but a share of 9. Why are these
two numbers different?
A) Rating includes all TV households and share considers only those households that have their
TVs on at that time.
B) Share includes all TV households and rating considers only those households that have their
TVs on at that time.
C) Rating is provided by Arbitron and share is provided by Nielsen, and both use different
methods for estimating audience size.
D) Rating is provided by Nielson and share is provided by Arbitron, and both use different
methods for estimating audience size.
E) Rating compares audience size to the entire TV universe, while share compares only audience
size to other network programming.
Answer: A
Diff: 2 Page Ref: 379
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-3
Refer to the following passage to answer the questions below.
Allison works in the media department of a large advertising agency. Her biggest client is P&G,
a major manufacturer of consumer packaged goods that spends billions on consumer advertising
every year. Allison is putting together a media plan for P&G using a variety of media vehicles.
126) Allison's media plan calls for advertising in national newspapers. If P&G doesn't care where
its ads run in the newspaper, what rate will Allison request for her client?
A) run-of-paper (ROP) rate
B) display ad
C) supplement rate
D) classified rate
E) differential rate
Answer: A
Diff: 2 Page Ref: 357
Skill: Application
AACSB: Analytic skills
Objective: 12-1
34
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
127) The media plan also calls for magazine advertising, and the creative execution will have the
color extend to the edge of the page. What type of page will Allison need to purchase?
A) gatefold
B) back cover
C) double-page spread
D) bleed
E) gutterless
Answer: D
Diff: 2 Page Ref: 360
Skill: Application
AACSB: Analytic skills
Objective: 12-1
128) Allison learns that one magazine she is considering for P&G combines information on
subscribers kept in a database with a computer program to produce magazines that include
special sections for subscribers based on their demographic profiles. What is this known as?
A) selective binding
B) relationship management
C) undifferentiated distribution
D) ink-jet imaging
E) satellite transmission
Answer: A
Diff: 2 Page Ref: 361
Skill: Application
AACSB: Analytic skills
Objective: 12-1
129) The bulk of P&G's television advertising is 30-second commercials that air nationwide
during several different programs every day of the week. What type of television advertising is
this?
A) sponsorship
B) participations
C) spot announcements
D) on-network syndication
E) specialty television
Answer: B
Diff: 2 Page Ref: 380
Skill: Application
AACSB: Analytic skills
Objective: 12-3
35
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
130) P&G is concerned that some of the controversial programming on television today hurts its
brand's image if the company advertises during that type of programming. Allison suggests that
P&G develops its own family-friendly programming, assuming the total financial responsibility
for producing the program and providing the accompanying commercials. What form of
television advertising would P&G be undertaking?
A) sponsorship
B) participations
C) spot announcements
D) on-network syndication
E) specialty television
Answer: A
Diff: 2 Page Ref: 380
Skill: Application
AACSB: Analytic skills
Objective: 12-3
131) The beginning of the chapter describes the insurance company Aflac and the success of its
advertising campaign. How did the company bring brand awareness from 12 percent to more
than 90 percent and increase profits?
Answer: The company initially increased brand recognition through the comedic commercials
featuring the Aflac duck. After the advertisement peaked brand identification, the company
began a campaign of brand education using new and traditional media. The effort contains a
variety of 45 elements in addition to the traditional print, outdoor, and TV.
Diff: 2 Page Ref: 353
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-1
132) Lion's Choice restaurant is launching its first national newspaper advertising campaign. The
ads will be placed in over 2,000 local, state, and national newspapers over six weeks. How can
the company use the same advertisement for every newspaper?
Answer: The standard advertising unit (SAU) system, created by the American Newspaper
Publishers Association and the Newspaper Advertising Bureau, allows an advertiser to select one
of 56 standard ad sizes that will work in every newspaper in the country.
Diff: 2 Page Ref: 356
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-1
36
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
133) What advantages do the Yellow Pages bring to consumers and sellers?
Answer: The Yellow Pages are specifically designed to reach consumers when they are thinking
about a purchase. It is a medium in which consumers voluntarily seek out ads. Its monthly reach
exceeds that of search engines, and it is considered a trustworthy media by consumers.
Diff: 2 Page Ref: 363
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-1
134) To announce the expansion of a Louis Vuitton flagship store in the center of Hong Kong's
luxury shopping district, the marketer made a building resemble an LV hard-case canvas trunk,
with brass fittings and a cherry monogram print from the summer collection. The 3D ad is 26
feet high and 151 feet by 59 feet wide. Describe the type of advertising medium this represents
and the advantages of it.
Answer: Out-of-home advertising includes everything from billboards to hot-air balloons, and a
building fits in this category. This probably best represents a painted bulletin with the entire
building being the medium. Students could probably also discuss this as an "on-premise sign"
since the entire building is really a sign.
Diff: 2 Page Ref: 364-365
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-2
135) What were some of the ways to ensure effective outdoor advertising discussed in Practical
Tips?
Answer: Practical Tips discussed eight tips for outdoor advertising:
(1) Frequency of exposure –Build brand image through frequent exposure over an extended
period of time.
(2) Brand image touch-up –Shifting a brand's image to stay relevant.
(3) The power of the visual –Visually creative images to entice consumers.
(4) A friend in the neighborhood –Building relationships with consumers.
(5) Brand image build-up –Long-term branding leads to a positive consumer attitude.
(6) Speaking the language of consumers-Brands serve as a form of consumer communication
shorthand.
(7) Clarity of focus –Normally the shorter the copy, the more effective the message.
(8) A gigantic canvas –Successful outdoor advertisers use the "giant canvas."
Diff: 3 Page Ref: 366
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-2
37
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
136) Seasons is a new restaurant opening in town, and the owners know they should advertise to
attract customers. Based on what you learned in this chapter, recommend some media options for
this restaurant.
Answer: Students can answer in a variety of ways, but their answers should demonstrate
knowledge of traditional media concepts covered in this chapter. For example, because this is a
local restaurant, newspapers, out-of-home, local radio, and directory advertising would be most
appropriate.
Diff: 2 Page Ref: 368-369, 383
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-2
137) Carla works in the student activities office of her university and was given the task of
finding a way to better inform students of upcoming activities and events. It's a rather large
university with a bi-weekly newspaper and student FM radio station. Give Carla some
suggestions on how she might accomplish this.
Answer: Because Carla is trying to reach a targeted audience, students attending the university,
she needs to determine the best media to reach them. Two obvious media vehicles are the student
newspaper and the university radio station. Another medium that might be useful is out-of-home
media, such as kiosks and posters. Also, if there is a bus route through the campus, transit
advertising, both interior and exterior, would be appropriate.
Diff: 2 Page Ref: 368-369, 383
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-2
138) Tim is working at a summer job selling advertising space for the campus telephone
directory. Some of the businesses he calls on, even those that currently advertise in the directory,
are reluctant because they don't see the benefit of advertising in this media vehicle. Provide some
advantages of directory advertising that might help persuade these advertisers.
Answer: Directories offer several advantages for advertisers:
(1) Directional –Consumers initiate the search process when they have a need or want.
(2) Price –Inexpensive and provides a return on investment of 1:15; every dollar spent on a
directory ad produces $145 in revenue.
(3) Trusted
(4) Flexibility –With respect to size, colors, and formats.
(5) Long Life.
Diff: 2 Page Ref: 369
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-2
38
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
139) The Secret Gallery is a unique gift and home accessories store that recently opened. The
owners want to advertise their business and are looking for an advertising medium that will
allow them to advertise frequently and at a low cost to women aged 18 to 45. They want to get
the audience curious about the unique offerings and get them imagining the beauty they can
expect when they visit the store. Based on this information, recommend the appropriate medium
for advertising.
Answer: Radio would probably be most appropriate because it is the least expensive of all
media, and advertisers can easily build frequency through repetition. Based on the nature of the
medium, reminder messages, particularly jingles and other musical forms, are easier to repeat
without becoming irritating. It is also a medium that allows the listener to imagine by using
words, sound effects, music, and tone of voice to enable listeners to create their own pictures.
Diff: 2 Page Ref: 371-373
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-3
140) Ruth was watching public television and noticed that there were commercial messages. She
always thought that public television was commercial-free. Is that true? Explain your answer.
Answer: Although many people still consider public television to be commercial-free, in 1984
the FCC liberalized its rules and allowed the public broadcasting system (PBS) stations some
leeway in airing commercial messages, which are called program sponsorships. The FCC says
these messages should not make a call to action (ask for a purchase) or make price or quality
comparisons. Ads are allowed to appear only during the local 2.5-minute program breaks, and
each station maintains its own acceptability guidelines.
Diff: 2 Page Ref: 377
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-3
141) Name and describe one of the three forms of network television advertising.
Answer: The forms of network television advertising are:
(1) Sponsorships –Advertiser assumes the total financial responsibility for producing the
program and providing the accompanying commercials.
(2) Participations –Advertiser pays for 10, 15, 20, 30, or 60 seconds of commercial time during
one or more programs.
(3) Spot announcements –Commercials that appear in the breaks between programs, which local
affiliates sell to advertisers who want to show their ads locally. Commercials are sold on a
station-by-station basis to local, regional, and national advertisers.
Diff: 2 Page Ref: 380
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-3
39
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
142) What are the advantages of advertising through movie trailers?
Answer: Movie trailers play to a captive audience with their attention on the screen; the
attention level is higher for these ads than for almost any other form of commercials.
Diff: 2 Page Ref: 382
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-4
Refer to the following passage to answer the questions below.
Haley and Lauren, who recently graduated with MBAs, are opening a new shoe boutique called
The Pampered Soul in Hattiesburg, Mississippi, which is classified as a Metropolitan Statistical
Area (MSA) with more than 100,000 people. It's also home of The University of Southern
Mississippi. Haley and Lauren will offer national brands of shoes that are not available in the
department stores in the mall, and their primary target market will be women ages 18 to 35.
They've rented a location on the main street in front of the USM campus. The owners realize that
most of their business will come from a five-mile radius and want to limit their advertising to
those potential customers. They have a modest budget for advertising, so they want to get as
much out of it as they can.
143) Haley and Lauren are thinking about advertising in the local newspaper, the Hattiesburg
American, but they don't have a basic understanding of advertising in newspapers. Provide a
brief overview of the types of advertising in newspapers, noting which would be most
appropriate for them.
Answer: There are three types of advertisements found within the local newspaper: classified,
display, and supplements. Classified advertising is usually done by individuals to sell their
personal goods as well as by local businesses. The dominant form of newspaper advertising is
display advertising, which can be placed anywhere in the paper except the editorial page. Finally,
newspaper supplements can carry both national and local advertising and are usually produced
by independent publishers that sell their publication to newspapers. Display advertising would be
most appropriate for this business.
Diff: 2 Page Ref: 356-357
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-1
144) Haley and Lauren recall learning something in their marketing class about an arrangement
between manufacturers of national brands and local businesses with respect to advertising. Name
and describe this arrangement.
Answer: This arrangement is referred to as co-op advertising. This is an alternative that allows
the national advertiser to pay the local rate. It is an arrangement between the advertiser and the
retailer whereby the retailer buys the ad and then the manufacturer pays half
Diff: 2 Page Ref: 356
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-1
40
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
145) Haley and Lauren want to hold a special event for the USM college women in an attempt to
get them into their store. Would advertising in the local newspaper be a good advertising
medium to make them aware of the special event? Why or why not?
Answer: No, because one of the disadvantages of newspapers is limited coverage of certain
groups. Although newspapers have wide market coverage, certain market groups are not frequent
readers. The under-20 age group and college students are not frequent readers of newspapers, but
the campus newspaper might be a good option.
Diff: 3 Page Ref: 357-358
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-1
146) Haley and Lauren are trying to figure out the reach of their newspaper advertising. They
saw that the Hattiesburg American had very different numbers for readership and circulation.
Why is that?
Answer: Circulation refers to how many copies of the newspaper are distributed. Readership
refers to how many people actually read it. The readership number is always larger because when
a paper is delivered to a home or office, it is often read by more than one person.
Diff: 2 Page Ref: 358
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-1
147) Haley and Lauren want to make sure that customers know how to find their business.
Which medium is most appropriate for providing consumers information on where to purchase
the shoes they are looking for?
Answer: Directory advertising is best because it is directional advertising telling people where to
go to get the product or service they want. Haley and Lauren could purchase an ad in the Yellow
Pages, which lists all local and regional businesses that have a telephone number. They could
also advertise in a specialty directory, such as the campus directory.
Diff: 2 Page Ref: 362-363
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-1
148) Discuss some out-of-home advertising vehicles that might be appropriate for this business.
Answer: The out-of-home vehicles appropriate for this business could include outdoor
advertising, such as billboards, an on-premise sign, posters (perhaps around campus), kiosks (if
available on campus, for example), and perhaps transit advertising.
Diff: 2 Page Ref: 364-367
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 12-2
41
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
149) Haley and Lauren want to learn more about the audiences of the local broadcast media in
Hattiesburg. Name the companies that provide audience data for these media and explain how
they collect this information.
Answer: The major audience-rating services for radio is Arbitron. Arbitron estimates the size of
the radio audience for more than 250 markets in the United States. It uses a seven-day selfadministered diary that the person returns to Arbitron at the end of the week.
Several independent rating firms periodically sample a portion of the television viewing
audience, assess the size and characteristics of the audiences watching specific shows, and then
make these data available to advertisers and ad agencies. Currently, A. C. Nielsen dominates this
industry and provides the most commonly used measure of national and local television
audiences.
Diff: 3 Page Ref: 371, 378-379
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-3
150) The local television station shared audience data with Haley and Lauren to help them
determine whether they should advertise on television. It was rather confusing to them, and they
weren't sure what rating and share actually meant. Explain these two concepts.
Answer: A rating compares the number of viewers of a specific television show to the total
number of TV households in the market regardless of whether or not those TVs are in use. Share
compares the same number of viewers of a specific television show not to the number of TV
households, but, rather, to the number of TV sets turned on. So the share figure is always larger
than the rating, because the base is smaller.
Diff: 2 Page Ref: 379
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 12-3
42
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Download