Newspapers And Magazines Quiz Questions
Settings
.
- 1.(Blank) is regulated by the FCC to ensure that there are no big monopolies
- A.
Designated Market Area
- B.
TV Market Area
- C.
Media Market
- D.
Retail Trading Zone
- 2.Designated Market Area is an unduplicated television area to which a country is assigned on the basis of highest share of viewing
- A.
True
- B.
False
- 3.MSA is a census area around a central metropolitan area, as designated by the government. MSA stands for...
- A.
Market Standard Area
- B.
Metropolitan Selection Area
- C.
Metropolitan Statistical Area
- D.
Market Share Area
- 4.In media markets, people receive very different media vehicles
- A.
True
- B.
False
- 5.The geographic area in which the publisher believes the newspaper has its greatest strength is known as the acronym...
- A.
FSI
- B.
CDI
- C.
TRP
- D.
NDM
- 6.City zone refers to a city border bounded by house city broder
- A.
True
- B.
False
- 7.Retail Target Zone is a geographic area around a central city
- A.
True
- B.
False
- 8.FSI, or free standing inserts, are mediums of advertising inserted into newspapers and magazines
- A.
True
- B.
False
- 9.The period in flighting schedules when there is no advertising is referred to as a ...
- A.
Break
- B.
Interval
- C.
Hiatus
- D.
Gap
- 10.Palpitating is a flighting technique that calls for a continuous base of support augmented by intermittent burst of heavy pressure
- A.
True
- B.
False
- 11.Continuous schedule uses advertising methods at all times throughout the year, only varying slightly or not at all
- A.
True
- B.
False
- 12.Short rate, the dollar penalty an advertiser pays for not fulfilling space requirements that were contracted for at the beginning of a given period, usually one per year, is used in
- A.
Print Media
- B.
Broadcast Media
- C.
Outdoor Media
- D.
Online or Digital Media
- 13.The penalty in short rate refers to the difference in the rate between the contracted rate and the actual earned rate
- A.
True
- B.
False
- 14.Selective binding only goes out to news stands, not subscribers
- A.
True
- B.
False
- 15.(Blank) is te number of different individuals (or home) exposed to a media schedule within a given perod of time
- A.
Frequency
- B.
Exposure
- C.
Ratings
- D.
Reach
- 16.Frequency is the number of times individuals or homes are exposed to an advertising message
- A.
True
- B.
False
- 17.Run-of-press refers to a request to run an advertisement anywhere in the publication and is used in
- A.
Magazines
- B.
Newspapers
- C.
Brochures
- D.
None of the above
- 18.Advertising or displaying a counter card at a retail outlet is an example of...
- A.
Point of Purchase Display
- B.
Cross Platform Deals
- C.
Up-Fton Buying
- D.
Consumer Promotions
- 19.High dispersion indicates the use of many different programs/magazines
- A.
True
- B.
False
- 20.Outdoor showings refer to the (blank) within outdoor advertisements. The number of posters on different vehicles within transit media.
- A.
Effective Frequency
- B.
Gross Rating Points
- C.
Effective Reach
- D.
Circulation
- 21.E-mail advertising is starting to die because it's more intrusive than people expected.
- A.
True
- B.
False
- 22.Search advertising is a new way of online interactive advertisements that appear on the sidebar of search engines to appeal to targets based off their key search words
- A.
True
- B.
False
- 23.Effective reach refers to the number of individuals or homes reached by a media schedule at a given level of frequency
- A.
True
- B.
False
- 24.Purchasing announcements in broadcast in many different groups is...
- A.
Spot buying
- B.
Target buying
- C.
Media buying
- D.
Scatter buying
- 25.
- A.
Gaining cost concessions
- B.
Free repeat of advertisements compensate for publication errors
- C.
Gain synergy among the properties
- D.
A & C only
- E.
All of the above
- 26.Exposure, a person's physical contact with an advertising message, can be visual and/or audio
- A.
True
- B.
False
- 27.
- A.
Use a household panel in discrete designated marketing areas (DMAs)
- B.
Measure impact of advertising and actual product sales movement of the test brand
- C.
Respondents use a want to scan their groceries and drug purchases
- D.
All of the above are true
- 28.Ratings are the precentage of individuals (or home) exposed to a particular TV or radio program
- A.
True
- B.
False
- 29.Makegoods refer to broadcast media only.
- A.
True
- B.
False
- 30.Average frequency divides GRPs by the reach
- A.
True
- B.
False
- 31.The fact that years ago we watched either NBC or CBS and now have thousands of options, is known as...
- A.
Audience dispersing
- B.
Selective options
- C.
Audience fragmentation
- D.
None of the above
- 32.CPM refers to cost per million
- A.
True
- B.
False
- 33.Circulation refers to...
- A.
The number of print media copies sold or distributed by a publication
- B.
The number of homes owning a set within a stations's broadcast coverage area
- C.
The number of people passing an outdoor advertisement who have an opportunity to view it
- D.
All the above are terms of circulation
- 34.ABC is an organization formed by media, advertisrs, and advertising agencies to audit the circulation statements of its member magazines and newspapers. ABC stands for...
- A.
Audit Bureau Commision
- B.
Advertising Bureau Commision
- C.
Advertising Bureau Circulation
- D.
Audit Bureau Circulation
- 35.WOM stands for Word of Mouth, a type of viral marketing
- A.
True
- B.
False
- 36.
- A.
Refers to the integration or coordination of all different market communication
- B.
Is when people learn about the brand then try brand for product to become a repeat user
- C.
It comprises design, media choices, and communicates sales points
- D.
A and C only
- E.
All the above are true
- 37.Integrated Market Communications (IMC) is important because we all like consistency in our life
- A.
True
- B.
False
- 38.Sales promotions have a negative connotation as they make products appear cheap and inexpensive, and could ultimately cost the reputation of the brand.
- A.
True
- B.
False
- 39.Trade promotions are targeted towards the consumer
- A.
True
- B.
False
- 40.Advertising "wear out" means the spot has a few more runs in it's life span
- A.
True
- B.
False
- 41.
- A.
Identify personality characteristics and attitudes that affect a person's lifestyle and purchasing behavior
- B.
Within the primary target market, can break down further into groups
- C.
There are no influences or opinion leaders, just segmented categories within the target
- D.
What they know about your product affects what medium you can use
- 42.In SWOT analysis, Strengths and Weaknesses are external. Opportunities and Threats are internal.
- A.
True
- B.
False
- 43.Regarding dot gain, newspapers are high and magazines are low
- A.
True
- B.
False
- 44.A company should maximize reach in their media plan if...
- A.
They're introducing a new product
- B.
There is little established competition in the market
- C.
It's a high involvement product
- D.
If the goods and services are higher priced
- E.
All the above
- 45.A brand should maximize frequency in their media plan in all of the following situations EXCEPT
- A.
The brand is well established or well known
- B.
High involvement purchase decision
- C.
Lower market share
- D.
Complex advertising message
- 46.IMC breadth and depth includes every relationship from product to consumer, from consumer to research.
- A.
True
- B.
False
- 47.Social media ethics refers to deleting posts on blogs or not following through with suggestions people make.
- A.
True
- B.
False
Back to top