Advertising Chapter 14

11 Questions

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Advertising Quizzes & Trivia

Advertising Chapter 14


Questions and Answers
  • 1. 
    Pros of Broad Cast:
    • A. 

      Mass coverage, Relatively low cost, some selectivity, impact prestige Social dominance.

    • B. 

      High production cost, high airtime cost, limited selectivity, brevity, clutter and zipping and sapping( the use of the DVR, zip through commercials.)

  • 2. 
    Cons of Broadcast TV ad:
    • A. 

      Mass coverage, Relatively low cost, some selectivity, impact prestige Social dominance.

    • B. 

      High production cost, high airtime cost, limited selectivity, brevity, clutter and zipping and sapping( the use of the DVR, zip through commercials.)

  • 3. 
    Pros of Cable T.V. ad
    • A. 

      Selectivity, Audience demographics,low cost ,flexibility and testability.

    • B. 

      Limited reach, Fragmentation, Quality, and zipping and zapping.

  • 4. 
    Cons of Cable T.V. Advertising:
    • A. 

      Limited reach, Fragmentation, Quality, and zipping and zapping.

    • B. 

      Selectivity, Audience demographics,low cost ,flexibility and testability.

  • 5. 
    Pros of Radio Advertising:
    • A. 

      Reach and Frequency, selectively, cost efficiency, other advantages

    • B. 

      Limitations of sound, segmented audience, short-lived and half-heard commercials, clutter(more commercials)

  • 6. 
    Cons of Radio Advertising:
    • A. 

      Reach and Frequency, selectively, cost efficiency, other advantages

    • B. 

      Limitations of sound, segmented audience, short-lived and half-heard commercials, clutter(more commercials)

  • 7. 
    The use of TV in IMC (
    • A. 

      Narrow ability, selective niche medium.

    • B. 

      ABC,NBC,CBS

  • 8. 
    Networks:
    • A. 

      ABC,NBC,CBS or Fox. National Broadcast

    • B. 

      Advertiser who underwrites the cost of a program. Costly, but companies get public recognition faster, and they can control placement and content of it's commercials

  • 9. 
    Sponsorship:
    • A. 

      Advertiser who underwrites the cost of a program. Costly, but companies get public recognition faster, and they can control placement and content of it's commercials

    • B. 

      Advertisers buying 30 or 60 second segments within a program. This enables advertisers to spread their budgets and avoid long term commitments. It also allows smaller advertiser to buy a limited amount of time and still get nationwide coverage

  • 10. 
    Participation Basis:
    • A. 

      Direct response T.V. : consumers pay attention and can respond immediately.

    • B. 

      Advertisers buying 30 or 60 second segments within a program. This enables advertisers to spread their budgets and avoid long term commitments. It also allows smaller advertiser to buy a limited amount of time and still get nationwide coverage.

  • 11. 
    Program-Length ads or infomercials:
    • A. 

      Direct response T.V. : consumers pay attention and can respond immediately. Brand manger gain competitive edge, since there's not alto of competition.

    • B. 

      Advertisers buying 30 or 60 second segments within a program. This enables advertisers to spread their budgets and avoid long term commitments. It also allows smaller advertiser to buy a limited amount of time and still get nationwide coverage.