ARE 136 CH 12 UPDATED Exam Questions and CORRECT Answers
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ARE 136 CH 12 UPDATED Exam
Questions and CORRECT Answers
1. Events are an example of measured media. a. True
b. False - Correct Answer- b. False
2. With the merger of movies, music, gaming, and other entertainment, media planning no
longer involves numbers, schedules, and deadlines.
a. True...
ARE 136 CH 12 UPDATED Exam
Questions and CORRECT Answers
1. Events are an example of measured media. a. True
b. False - Correct Answer- b. False
2. With the merger of movies, music, gaming, and other entertainment, media planning no
longer involves numbers, schedules, and deadlines.
a. True
b. False - Correct Answer- b. False
3. A media vehicle refers to a broader category of media than a media class. a. True
b. False - Correct Answer- b. False
4. Market and advertising research determines that certain media options hold the highest
potential for shaping the consumer behavior of the target audience.
a. True
b. False - Correct Answer- a. True
5. In a real world scenario, the overall development of the advertising plan takes place right
after the media planning process.
a. True
b. False - Correct Answer- b. False
6. Geo-targeting is defined as the expansion of media placement beyond certain regions or
national borders and into diverse cultures and global markets.
a. True
b. False - Correct Answer- b. False
7. The number of people or households that will be exposed to a media vehicle at least one
time during a particular period is referred to as frequency.
a. True
,b. False - Correct Answer- b. False
8. Media vehicles with broad reach are ideal for consumer convenience goods, such as
toothpaste and cold remedies. a. True
b. False - Correct Answer- a. True
9. Broadcast television, cable television, and national magazines have the largest and broadest
reach of any of the media.
a. True
b. False - Correct Answer- a. True
10. In the context of audience exposure to a media vehicle, increasing the frequency of
exposures results in an increased reach of the target audience.
a. True
b. False - Correct Answer- b. False
11. Message impressions refer to exposures to the ads themselves. a. True
b. False - Correct Answer- a. True
12. The message weight objective provides a very specific, detailed perspective for a media
planner. a. True
b. False - Correct Answer- b. False
13. A retailer selling books runs its print ads in a newspaper during the first week of October,
the first week of
November, and Thanksgiving week. The retailer is using a between-vehicle media strategy. a.
True
b. False - Correct Answer- b. False
14. The financial advantages of flighting are that discounts might be gained by concentrating
media buys in larger blocks. a. True
b. False - Correct Answer- a. True
, 15. The forgetting function is based on latest psychological research and explains the random
and unique nature of
each individual's memory.
a. True
b. False - Correct Answer- b. False
16. CPM (cost per million) is a measure of the dollar cost of reaching a million audience
members with a particular medium.
a. True
b. False - Correct Answer- b. False
17. In push media, the consumer goes looking for the advertiser or advertising. a. True
b. False - Correct Answer- b. False
18. A 30-second television ad is an example of pull media. a. True
b. False - Correct Answer- b. False
19. In social media, the brand-consumer relationship is characterized by two nodes—
marketer to consumer.
a. True
b. False - Correct Answer- b. False
20. Product placement is the most expensive and compelling approach for clients seeking
branded entertainment opportunities.
a. True
b. False - Correct Answer- b. False
21. Electronic data services provide standardized data, reports, and analyses that are
comparable across media categories.
a. True
b. False - Correct Answer- b. False
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