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Exam 12: Paid Media

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Question 41

True/False

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Underwriting is a type of corporate sponsorship of public radio.

A) True
B) False

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Question 42

Multiple Choice

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The outdoor board on the side of the highway with the message telling drivers that the Holiday Inn Express is at the next exit best illustrates which advantage of outdoor advertising?

A) high-impact medium offering larger-than-life visuals
B) good situational medium
C) flexibility
D) reinforcement of a creative concept employed in other media
E) least expensive of all major media

F) B) and E)
G) C) and D)

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Question 43

Multiple Choice

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The New York Times wants to begin an advertising campaign using television to attract more subscribers.The Times wants to reach an affluent,well-educated audience.One goal of its promotion is to not appear to be asking for purchase,merely to make the publication more salient in the minds of the target audience.Based on this information,which of the following delivery systems or programming options would be best for the newspaper?

Which of the following is NOT a type of advertising found within the local newspaper?

Starbucks is interested in radio advertising and wants to reach consumers at the best time of day to get them to drive into a Starbucks location.Research has shown that 80 percent of consumers drink the majority of coffee before going to work or on their way to work.What daypart would you recommend Starbucks use to reach these consumers?

What advantages do the Yellow Pages bring to consumers and sellers?

________ combines information on subscribers kept in a database with a computer program to produce magazines that include special sections for subscribers based on their demographic profiles.

________ provides audio files downloaded or streaming through a website.

Refer to the following passage to answer the questions below. Haley and Lauren, who recently graduated with MBAs, are opening a new shoe boutique called The Pampered Soul in Hattiesburg, Mississippi, which is classified as a Metropolitan Statistical Area (MSA) with more than 100,000 people. It's also home of The University of Southern Mississippi. Haley and Lauren will offer national brands of shoes that are not available in the department stores in the mall, and their primary target market will be women ages 18 to 35. They've rented a location on the main street in front of the USM campus. The owners realize that most of their business will come from within a five-mile radius and want to limit their advertising to those potential customers. They have a modest budget for advertising, so they want to get as much out of it as they can. -Discuss some out-of-home advertising vehicles that might be appropriate for this business.

In which type of network television advertising does the advertiser assume the total financial responsibility for producing the program and providing the accompanying commercials?

In which type of network television advertising does a national advertiser pay for 10,15,20,30,or 60 seconds of commercial time during one or more programs?

Which of the following is a challenge of advertising through online social networks?

What form of newspaper advertising comes from individuals wanting to sell their personal goods?

Nontraditional delivery of magazines is referred to as ________,meaning the magazine is distributed free to specific audiences.

________ is the primary method for measuring a newspaper's reach.

An arrangement between a national advertiser and a local retailer whereby the retailer buys the ad and then the manufacturer pays for half or a portion is known as ________.

You are looking up hotel rates on the Internet.Alongside your search results,a message reads,"Stay at Holiday Inn and get a 25 percent discount!" This is an example of ________.

Satellite television is a form of ________ television.

Radio is a highly segmented medium.

Explain how directory advertising is different from brand-image advertising.