Chapter 12—Traditional Advertising Media. Questions and Answers

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TRUE/FALSE 1. No one specific advertising medium is always best. T PTS: 1 2. The best medium, or combination of media, is determined by counting advantages and limitations. F PTS: 1 ... 3. Newspapers historically had been the leading advertising medium, but television surpassed newspapers as the medium that receives the greatest amount of advertising expenditures. T PTS: 1 4. National advertising is clearly the mainspring of newspapers. F PTS: 1 5. The NAB offers a variety of services that assist both newspapers and national advertisers by simplifying the task of buying newspaper space and by offering discounts that make newspapers a more attractive medium. T PTS: 1 6. The implementation of the SAU system made it possible for advertisers to purchase any one of 56 standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States. T PTS: 1 7. There are eight column widths in newspapers. F PTS: 1 8. Advertisements placed ROP (run of press) means that the ad appears in any location, on any page, at the discretion of the newspaper. T PTS: 1 9. Short lead times is an advantage of newspaper advertising. T PTS: 1 10. Lack of flexibility is a limitation of newspaper advertising. F PTS: 1 11. A magazine's media kit provides demographic and lifestyle profiles of that magazine's readership. T PTS: 1 12. An index of 175 for a given age group and a specific magazine means that this age group represents this magazine’s readership by a magnitude of 1.75 times greater than this age group’s proportionate population representation. T PTS: 1 13. Market Research Corporation of America provides cost per thousand information for many magazines. F PTS: 1 14. A strength of magazine advertising is its creative ability to get consumers involved in ads. T PTS: 1 15. A strength of magazine advertising is that it provides more geographic options than other media. F PTS: 1 16. Magazines are a poor source for providing detailed product information. F PTS: 1 17. A limitation of magazine advertising is the long closing dates that require advertising materials to be on hand for weeks in advance of the actual publication date. T PTS: 1 18. Subscription counting is an inadequate way of determining a magazine’s readership. T PTS: 1 19. Experian Simmons and GfK Mediamark Research, Inc. produce annual reports of product and brand usage data and detailed media information. T PTS: 1 20. Station format is a major consideration in the choice of radio vehicles. T PTS: 1 21. An advantage of radio advertising is its ability to reach prospective customers on a personal and intimate level. T PTS: 1 22. In terms of target audience cost per thousand, radio advertising is considerably more expensive than other mass media. F PTS: 1 23. An advantage of radio advertising is short lead times. T PTS: 1 24. Consumers consider radio to be the most cluttered of all the media. F PTS: 1 25. Many advertising campaigns use radio as a supplement to other media rather than as a stand-alone medium. T PTS: 1 26. The National Advertising Bureau has made great strides toward facilitating the purchase of radio time by national advertisers. F PTS: 1 27. Nielsen is the major company at both the national and local levels involved in measuring radio listenership and audience demographics. F PTS: 1 28. The period preceding and following prime time television is known as fringe time. T PTS: 1 29. Network television advertising, although expensive in terms of per-unit cost, can be a cost-efficient means to reach mass audiences. T PTS: 1 30. The best medium for demonstrating product features is television. T PTS: 1 31. More than any other medium, television is able to use humor as an effective advertising strategy. T PTS: 1 32. The cost of network television advertising has increased five-fold in the past two decades. F PTS: 1 33. Zapping takes place when ads that have been recorded along with program material using a video cassette recorder or a digital video recorder are fast-forwarded when the viewer watches the prerecorded material. F PTS: 1 34. Infomercials account for nearly one-fourth of the programming time for most cable stations. T PTS: 1 35. Arbitron is testing local people meters (LPMs) to measure television viewing behavior in local markets. F PTS: 1 MULTIPLE CHOICE 1. The average television household now has upwards of 90 or more TV channels from which to choose, which means that advertisements simply do not reach the large numbers of consumers they once did. This is referred to as _____. a. technology transfer b. clutter c. media myopia d. multi-media dispersion e. audience fractionalization E PTS: 1 2. Recent studies show that TV advertising is declining in _____. a. use by packaged-goods firms b. cost per thousand c. segmentation potential d. effectiveness e. geographic reach D PTS: 1 3. Which of the following is a major mass advertising medium? a. newspapers b. magazines c. radio d. television e. All of these are correct. E PTS: 1 4. Selecting the “best” medium depends on the _____. a. budget availability b. competitive challenge c. creative needs d. advertiser’s objectives e. All of these are correct. E PTS: 1 5. The National Advertising Bureau _____. a. assists newspapers and national advertisers by simplifying the task of buying newspaper space b. regulates newspaper advertisements c. measures the effectiveness of newspaper advertising d. is a branch of the Federal Trade Commission e. measures magazine readership A PTS: 1 6. The Standardized Advertising Unit (SAU) system makes it possible for advertisers to purchase any one of _____ standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States. a. 10 b. 28 c. 56 d. 74 e. 100 C PTS: 1 7. When an ad appears in any location, on any page, at the discretion of the newspaper, this is known as _____. a. run of press (ROP) b. open placing c. discretionary placement d. run of paper (ROP) e. standard advertising placement (SAP) A PTS: 1 8. Which of the following is a strength of newspaper as an advertising medium? a. lack of clutter b. long life c. ability to reach potential customers on a personal and intimate level d. consumers are in the right mental frame to process advertisements e. transfer images from television advertising D PTS: 1 9. A strength of newspaper advertising is the _____. a. lack of clutter b. ease of buying for national advertisers c. ability to reach specific groups of consumers effectively d. excellent reproduction quality e. flexibility E PTS: 1 10. Which of the following is NOT a strength of newspapers as an advertising medium? a. mass audience coverage b. highly selective medium c. flexibility d. ability to use detailed copy e. timeliness B PTS: 1 11. Which of the following is a limitation of using newspapers as an advertising medium? a. occasional users of newspaper space pay higher rates b. long lead times c. not entertaining d. rapidly escalating advertising cost e. impersonal A PTS: 1 12. Advertisers and media planners turn to _____ to obtain information on standardized ad rates, contact information, reader profiles and other information regarding magazines. a. GfK Mediamark Research b. Experian Simmons c. Arbitron d. Nielsen e. Standard Rate and Data Services (SRDS) E PTS: 1 13. An advertiser who is interested in advertising in a specific magazine would want to obtain a(n) _____ to learn about the demographic and lifestyle profiles of the readers. a. media kit b. profile sheet c. advertising listing d. structure statement e. influence report A PTS: 1 14. Magazine media kits provide prospective advertisers with pertinent cost information in the form of _____. a. rate kits b. rate sheets c. tear sheets d. media cards e. rate cards E PTS: 1 15. In the advertising industry, magazines are referred to as _____. a. brochures b. books c. newsletters d. read-throughs e. browsers B PTS: 1 16. Cost per thousand information for each magazine is available from _____. a. Information Resources b. Burke Marketing Research c. Market Facts d. Market Research Corporation of America e. GfK Mediamark Research E PTS: 1 17. GfK Mediamark Research Inc. _____. a. provides cost per thousand information for magazines b. measures effectiveness of billboard advertising c. measures effectiveness of point-of-purchase materials d. provides information on advertising to children e. measures the effectiveness of music on retail shoppers A PTS: 1 18. Which of the following is a strength of magazine advertising? a. some magazines reach very large audiences b. ability to pinpoint specific audiences c. long life d. high level of reproduction quality e. All of these are correct. E PTS: 1 19. Which of the following is NOT an advantage of using magazines as an advertising medium? a. selectivity b. convey information with a sense of authority c. high intrusive value d. creative ability to get consumers involved in ads e. long life C PTS: 1 20. An advertiser of designer jewelry would want to use _____ advertising if she wants to convey elegance, quality, and snob appeal. a. television b. billboard c. newspaper d. radio e. magazine E PTS: 1 21. Alan is the advertising director for an electronics company. He wants to advertise in a medium where detailed product information can be portrayed with a sense of authority. Alan should use _____ advertising. a. newspaper b. billboard c. magazine d. radio e. television C PTS: 1 22. A limitation of magazine advertising is _____. a. the inability to pinpoint specific audiences b. the short-life of the magazine c. the inability to convey a sense of authority d. fewer geographic options than other media e. the inability to get consumers involved in the ad D PTS: 1 23. Which of the following is NOT a limitation of using magazines as an advertising medium? a. not intrusive b. long lead times c. clutter d. buying difficulty e. fewer geographic options D PTS: 1 24. Which of the following is a complicating factor that makes subscription counting an inadequate way of determining a magazine’s readership? a. Magazine subscriptions are collected through a variety of intermediaries, making it difficult to obtain accurate lists of who subscribes to what magazines. b. Magazines often are purchased from newsstands, supermarkets, and other retail outlets rather than through subscriptions, thus completely eliminating knowledge of who purchases what magazines. c. Magazines that are available in public locations (i.e., doctors’ offices, beauty salons) are read by numerous people and not just the subscriber. d. Individual magazines subscribers share issues with other people. e. All of these are correct. E PTS: 1 25. Experian Simmons specializes in measuring _____. a. newspaper readership b. audience sizes of television programs c. magazine readership d. audience sizes of radio stations e. effectiveness of outdoor advertising C PTS: 1 26. Which of the following measures magazine readership? a. Arbitron b. Nielsen Media Research c. Bruzzone Research Company d. GfK Mediamark Research Inc. e. National Advertising Bureau D PTS: 1 27. Which of the following is a problem with magazine audience measurement? a. small sample sizes b. sample composition may be unrepresentative of audience readership c. respondent fatigue and potentially faulty responses d. cost e. All of these are correct, except for cost. E PTS: 1 28. A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands, issues related to their brands, and the interests of brand purchasers. These are called _____. a. e-magazines b. product publications c. customized magazines d. in-house news sources e. blogs C PTS: 1 29. One of the primary purposes for brand marketers in creating customized magazines is to reach out to existing brand users and to create a bond that will result in increased levels of customer _____. a. awareness b. loyalty c. knowledge d. attention e. confidence B PTS: 1 30. Which of the following is NOT a consideration that influences the choice of radio vehicle when buying radio time? a. FCC approval b. station format c. choice of geographic areas to cover d. choice of daypart e. All of these are considerations. A PTS: 1 31. Which is the most expensive daypart for advertising on radio? a. morning and afternoon drive b. midday c. evening d. late night e. fringe A PTS: 1 32. The two media that are most effective for reaching segmented audiences are ____. a. radio and television b. radio and magazine c. radio and newspaper d. newspaper and magazine e. billboards and magazine B PTS: 1 33. A strength of radio advertising is _____. a. the ability to reach segmented audiences b. the ability to reach prospective customers on a personal and intimate level c. low cost per thousand d. short lead-times e. All of these are correct. E PTS: 1 34. Jack owns a chain of bookstores. He has a limited advertising budget and wants to advertise in the medium with the lowest cost per thousand for reaching his target audience. Jack should use _____ advertising. a. television b. magazine c. radio d. newspaper e. outdoor C PTS: 1 35. The best medium to leverage television advertising through the transfer of images is _____. a. the Internet b. radio c. outdoor d. magazines e. newspaper B PTS: 1 36. A strength of _____ advertising is its ability to avail itself of the reputations and the sometimes bigger-than-life persona of local personalities. a. television b. newspaper c. magazine d. radio e. outdoor D PTS: 1 37. Which of the following is NOT a strength of radio as an advertising medium? a. ability to reach segmented audiences b. ability to reach prospective customers on a personal and intimate level c. high CPM d. short lead times e. ability to transfer images from television advertising C PTS: 1 38. A limitation of radio advertising is _____. a. difficulty of buying radio time b. long lead times c. high CPMs d. erosion of radio listening audience e. that it is not intrusive A PTS: 1 39. A provider of local radio network ratings is _____. a. Information Resources, Inc. b. Experian Simmons c. Statistical Research, Inc. d. GfK Mediamark Research Inc. e. Arbitron E PTS: 1 40. A provider of national radio network ratings is _____. a. Arbitron’s RADAR b. Bruzzone Research Company c. Nielsen Media Research d. Experian Simmons e. GfK Mediamark Research A PTS: 1 41. Bonnie needs information for local radio ratings. She would be able to get this information from _____. a. Statistical Research, Inc. b. Bruzzone Research Company c. Nielsen Media Research d. Arbitron e. Experian Simmons D PTS: 1 42. Arbitron is in the process of attempting to get away from the paper-diary method of data collection by having people carry pager-like devices throughout the day. This data-collection method is called the _____. a. personal portable diary b. advertising tracker c. customized diary d. electronic media tracker e. portable people meter E PTS: 1 43. The period preceding and following prime time in television is known as _____. a. off time b. fringe time c. nonprime time d. slotting time e. daytime B PTS: 1 44. The period between 8 PM and 11 PM (or between 7 PM and 10 PM in some parts of the U.S.) is known as ____ in television. a. network time b. nighttime c. early fringe d. prime access e. prime time E PTS: 1 45. The cost of network television advertising depends on _____. a. the time of day when an ad is aired b. the popularity of the television program in which the ad is placed c. the time of year d. royalties for music e. All of these are correct, except for royalties for music. E PTS: 1 46. When a national television advertiser places ads in select geographic markets, this is termed _____. a. geographically selected advertising b. local advertising c. spot advertising d. geodemographic advertising e. network advertising C PTS: 1 47. _____ in television occurs when an independent company, such as Buena Vista Television Advertising Sales and Sony Pictures Television, markets a TV show to as many network-affiliated or cable television stations as possible. a. Unwired network b. Syndicated programming c. Independent programming d. Roadblocking e. Wired network B PTS: 1 48. One reason that cable advertising is attractive to national advertisers is because cable networks focus on specialized areas of viewing interest. This is called _____. a. fractionalization b. focused advertising c. spot advertising d. narrowcasting e. audience tracking D PTS: 1 49. Monica is the advertising director for a company that manufactures exercise equipment. She wants the advertisements to demonstrate the use of the products and generate excitement. She should use _____ advertising. a. radio b. magazine c. newspaper d. outdoor e. television E PTS: 1 50. Which is NOT a relative advantage of television advertising? a. one-on-one reach b. low absolute cost c. ability to demonstrate a product in use d. ability to generate excitement e. intrusion value B PTS: 1 51. The medium that is best able to use humor as an advertising strategy is _____. a. the Internet b. radio c. magazines d. newspaper e. television E PTS: 1 52. Which of the following is NOT a problem with television advertising? a. escalating advertising costs b. erosion of television viewing audiences c. substantial audience fractionalization d. clutter e. inability to achieve impact E PTS: 1 53. When a viewer switches to another channel while commercials are aired, _____ has occurred. a. clutter b. zapping c. zipping d. zupping e. trapping B PTS: 1 54. When ads that have been recorded along with program material are fast-forwarded, _____ has occurred. a. trapping b. zupping c. zipping d. zapping e. escaping C PTS: 1 55. With DVR’s, people can _____-shift, or record programs and view them whenever convenient. a. place b. advertising c. time d. media e. attention C PTS: 1 56. Consumers consider _____ to be the most cluttered of all media types. a. television b. radio c. newspaper d. magazines e. billboards A PTS: 1 57. The Eastman Kodak company introduced a 30-minute _____ on TV to promote its new DC210 zoom digital camera. a. product placement b. infomercial c. sales promotion d. interstitial e. blog B PTS: 1 58. The judges on the reality TV show American Idol drink out of large Coca-Cola cups during the show. This is an example of _____. a. product placement b. sponsorship c. an infomercial d. sales promotion e. slice-of-life advertising A PTS: 1 59. A TV set-top box that requires consumers to punch a button to record their television viewing is known as a _____. a. program monitor b. people meter c. scanner d. tracking device e. diary B PTS: 1 60. TV program ratings in local markets primarily use _____ to collect information regarding audience viewing habits and the composition of households that view particular programs. a. tracking devices b. radar scans c. people meters d. paper diaries e. program monitors D PTS: 1 61. _____ which are currently available in 10 major markets in the U.S., provide media buyers with daily feedback about audience size and composition for particular programs. a. Paper diaries b. Tracking systems c. Focus groups d. Recall tests e. Local people meters E PTS: 1 ESSAY 1. From a national advertiser's viewpoint, what are the strengths and weaknesses of advertising in newspapers? Include in your answer the efforts that the newspaper industry has made to make newspapers more attractive to national advertisers. Newspaper advertising’s strengths are: 1. Because people read newspapers for news, they are in the right mental frame to process advertisements that present news of store openings, new products, sales, and so forth. 2. Mass audience coverage. Coverage is not restricted to specific socioeconomic or demographic groups but rather extends across all strata. However, newspaper readers on average are more economically upscale than television viewers. 3. Flexibility. National advertisers can adjust copy to match the specific buying preferences and peculiarities of localized markets. Advertising copy can be placed in a newspaper section that is compatible with the advertised product. A second facet of flexibility is that this medium enables advertisers to design an ad of virtually any size. 4. Ability to use detailed copy. Detailed product information and extensive editorial passages are used in newspaper advertising to an extent unparalleled by any other medium. 5. Timeliness. Short lead times permit advertisers to tie in advertising copy with local market developments or newsworthy events. Newspaper advertising’s limitations are: 1. Clutter. There are a large number of ads. 2. Not a highly selective medium. Newspapers are able to reach broad cross sections of people but, with few exceptions, are unable to reach specific groups of consumers effectively. 3. Occasional users pay higher rates. Newspapers’ rate cards show higher rates for national than local advertisers. 4. Mediocre reproduction quality. Newspapers are not generally known to enhance a product’s perceived quality, elegance, or snob appeal as can magazines and television. 5. Buying difficulty. This is particularly a problem in the case of the national advertiser who wishes to secure newspaper space in a variety of different markets. On top of the high rates charged to national advertisers is the fact that each newspaper must be contacted individually. 6. Changing composition of newspaper readers. Readership has declined progressively over the past two decades. The large and attractive group of consumers aged 30 to 44 are reading newspapers less frequently than ever. Newspapers have become more active in their efforts to increase national advertising. The advertising industry adopted a standardized system known as the Standardized Advertising Unit (SAU) system, which made it possible for advertisers to purchase any one of 56 standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States. The Newspaper Advertising Bureau (NAB) offers a variety of services that assist both newspapers and national advertisers by simplifying the task of buying newspaper space and by offering discounts that make newspapers a more attractive medium. PTS: 1 2. Discuss the strengths and weaknesses of magazine advertising. Make recommendations for the types of products and situations in which magazine advertising should be used. Magazine advertising’s strengths are: 3. Discuss the strengths and weaknesses of radio advertising. Make recommendations for the types of products and situations in which radio advertising should be used. 4. Compare and contrast network, spot, syndicated, cable, and local advertising on television. 5. Discuss the strengths and limitations of television advertising. 6. Describe how audiences are measured for magazines, radio, and television. For each medium, be sure the name the company that provides the audience measurement. [Show More]

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