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Exam 13: Media Planning Newspapers Magazines Tv and Radio

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Question 1

Multiple Choice

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Zoned editions demonstrate one of newspapers' biggest advantages for advertisers.Which of the following advantages does this imply?

A) Long life-span
B) High Credibility
C) Timeliness
D) High geographic selectivity

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Question 2

Multiple Choice

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The greatest advantage of television as an advertising medium is its ability to:

A) make an advertising message have a long-lasting effect.
B) be inexpensive in terms of absolute cost.
C) send a message through sight and sound.
D) select small, selective audiences by geographic location.

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Question 3

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A factor affecting the future of magazines is that publishers are exploring other ways to take advantage of the interactive digital environment beyond digital version publications.

Off-network syndication refers to television shows that have been developed specifically for sale to individual stations.

What are two of the main disadvantages of newspapers as an advertising medium?

When a Bahamas resort runs its commercials on TV, it gets an advantage that cannot be matched by radio or print media.Which of the following advantages does it have?

For advertising to achieve communications and sales objectives, the media placement should .

An advertiser wants to focus on teenage girls as a target audience and decides to publish its ads in a fashion magazine for teenage girls.Which of the following is most likely to be a flaw in this plan?

As the newspaper page offers a small and relatively expensive format, advertisers cannot provide a lot of information to the target audience at relatively low cost.

TV households is an estimate of the number of households that are in a market and own a TV.

Hybrid models are very effective for current.

Radio networks are different from TV networks in the sense that TV networks can deliver programming via satellite, whereas radio networks cannot.

The most widely accessed satellite programming is available from DirecTV and DISH Network.

Pass­along readership occurs when other people visit a magazine subscriber's home or professional office and look at magazines.

Newspapers are an excellent medium for:

For which of these potential advertisers are newspapers most likely to be a suitable choice?

To calculate the rating for a new television show, the number of TV households watching the show must be divided by the number of total TV households in the market.

A new animated comedy show, American Family, is being broadcast in Houston.A potential advertiser wants to know how popular the show is in Houston, as well as across the U.S.Research indicates that the show is being watched by 16,400,000 people nationwide.It also indicates that the show is being watched by 759,000 households each week in Houston's big­city market, which has 3,300,000 households with televisions.What is the program rating for American Family within the Houston market?

What type of television transmission broadcasts programming over airwaves to affiliate stations across the United States under a contract agreement?

A shoe manufacturer pays part of the media bill when a local shoe store features the manufacturer's brand in its advertising.What type of advertising is this?