Advertising And Imc Principles And Practice 10th Edition By Moriarty – Test Bank

Chapter 11 Media Basics

1) The term ________ refers to the way messages are delivered to a target audience.
A) marketing
B) engagement
C) media
D) broadcast
E) reach
Answer: C
Difficulty: Easy
Chapter LO: 11-1
Course LO: Describe the decisions involved in developing effective promotion mix strategies
AACSB: Written and oral communication

2) Traditional media have recently seen a decline in advertising due to increased marketing budgets spent on which of the following?
A) television
B) digital billboards
C) newspapers
D) direct mail
E) Internet advertising
Answer: E
Difficulty: Moderate
Chapter LO: 11-1
Course LO: Describe the decisions involved in developing effective promotion mix strategies
AACSB: Information technology

3) IMC plans are ________.
A) multiplatform only
B) multiplatform and multichannel only
C) multiplatform, multichannel, and multitargeted
D) multichannel and multitargeted only
E) multitargeted only
Answer: C
Difficulty: Moderate
Chapter LO: 11-1
Course LO: Describe the decisions involved in developing effective promotion mix strategies
AACSB: Written and oral communication

4) Which of the following is NOT a type of traditional measured media?
A) branded entertainment
B) outdoor
C) newspapers
D) magazines
E) radio
Answer: A
Difficulty: Moderate
Chapter LO: 11-1
Course LO: Describe the decisions involved in developing effective promotion mix strategies
AACSB: Written and oral communication
5) In IMC programs, media are also all of the following EXCEPT which one?
A) contact points
B) touch points
C) engagement points
D) shares
E) feedback channels
Answer: A
Difficulty: Moderate
Chapter LO: 11-1
Course LO: Describe the decisions involved in developing effective promotion mix strategies
AACSB: Written and oral communication

6) A media ________ is a specific television program, newspaper, magazine, or radio station or program.
A) niche
B) touch point
C) platform
D) channel
E) vehicle
Answer: E
Difficulty: Easy
Chapter LO: 11-1
Course LO: Describe the decisions involved in developing effective promotion mix strategies
AACSB: Written and oral communication

7) Paid media buys take the forms of_______ and ________.
A) share; impressions
B) space; time
C) circulation; impressions
D) ratings; share
E) reach; frequency
Answer: B
Difficulty: Moderate
Chapter LO: 11-1
Course LO: Describe the steps involved in developing an advertising campaign

8) The term ________ refers to the ability of media planners to analyze the cost of a media buy relative to the size of the medium’s audience.
A) audited media
B) mass media
C) niche media
D) targeted media
E) measured media
Answer: E
Difficulty: Easy
Chapter LO: 11-1
Course LO: Describe the steps involved in developing an advertising campaign
9) A company is using ________ when it airs a television commercial to millions.
A) interactive media
B) viral media
C) mass media
D) personal media
E) niche media
Answer: C
Difficulty: Moderate
Chapter LO: 11-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

10) Which of the following refers to communication channels through which messages can be sent to identifiable groups of people with a distinct common interest?
A) interactive media
B) viral media
C) mass media
D) personal media
E) niche media
Answer: E
Difficulty: Moderate
Chapter LO: 11-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

11) Media that offer opportunities for dialogue and two-way conversations between companies and customers, as well as among consumers, are most accurately described as ________.
A) engaging
B) niche
C) addressable
D) interactive
E) converging
Answer: D
Difficulty: Easy
Chapter LO: 11-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication