Chapter 11

Advertising & IMC: Principles and Practice, 10e (Moriarty)
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
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
Chapter LO: 11-1
1
Copyright © 2015 Pearson Education, Inc.
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
Chapter LO: 11-1
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
Chapter LO: 11-1
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
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
Chapter LO: 11-1
Course LO: Describe the steps involved in developing an advertising campaign
2
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
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
Chapter LO: 11-1
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
Chapter LO: 11-1
3
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
12) The Internet, mail, and telephone are all examples of ________ media.
A) interactive
B) traditional
C) addressable
D) earned
E) owned
Answer: C
Difficulty: Easy
Chapter LO: 11-1
13) Which of the following is LEAST likely an example of corporate media?

A) stationery
B) movie trailer
C) signage
D) delivery trucks
E) staff appearance
Answer: B
Chapter LO: 11-1
4
14) Traditional measured media such as print and broadcast are also referred to as ________
media channels.
A) owned
B) earned
C) interactive
D) legacy
E) addressable
Answer: D
Chapter LO: 11-1
15) Which of the following is a type of place-based media channel?

A) radio
B) magazine
C) newspaper
D) kiosk
E) directory
Answer: D
Chapter LO: 11-1
16) The traditional media, such as print and broadcast, are considered ________ media.
A) earned
B) owned
C) paid
D) interactive
E) multiplatform
Answer: C
Chapter LO: 11-1
5
17) Which of the following would be considered a type of earned media?
A) mobile marketing
B) premiums
C) word-of-mouth
D) corporate videos
E) sponsorship ads
Answer: C
Chapter LO: 11-1
18) Which of the following would be considered a type of owned media?

A) display ads
B) ads on Internet search sites
C) company website
D) customer service
E) ads on out-of-home media
Answer: C
Chapter LO: 11-1
19) Which of the following is an advantage of owned media?

A) creates sense of credibility
B) allows for control
C) lets customers initiate contact
D) reaches prospects
E) persuades easily
Answer: B
Chapter LO: 11-1
6
20) Media experts describe ________ as the closeness of fit between the interests of viewers and
the relevance of the media content.
A) convergence
B) interactivity
C) engagement
D) cadence
E) addressability
Answer: C
Chapter LO: 11-1
21) The ________ era features electronic information transmitted through the Internet and saw
the birth of e-commerce.
A) print
B) digital
C) broadcast
D) social media
E) traditional
Answer: B
Difficulty: Easy
Chapter LO: 11-1
22) Which of the following is another name for cross-media?

A) convergence
B) interactivity
C) niche media
D) measured media
E) multichannel
Answer: E
Chapter LO: 11-1
23) When did Facebook first come online?

A) 1991
B) 1996
C) 2000
D) 2004
E) 2006
Answer: D
Chapter LO: 11-1
Course LO: Discuss how marketers can develop a safe and effective online presence
7
24) What word or phrase involves the digitization of the media, in which all of the mass media
save and transmit information through the same digital forms?
A) convergence
B) interactivity
C) cadence
D) commoditization
E) engagement
Answer: A
Chapter LO: 11-1
25) The ________ is the most important media change that has occurred over the last twenty
years.
A) Internet
B) newspaper
C) television
D) magazine
E) radio
Answer: A
Difficulty: Easy
Chapter LO: 11-1
26) Which medium is more multidimensional and interactive than the Internet?
A) television
B) radio
C) print
D) outdoor advertising
E) personal selling
Answer: E
Chapter LO: 11-1
8
27) Which of the following most accurately identifies the strength of newspapers and magazines?
A) delivering information in depth
B) tailoring programs to audience tastes
C) bringing entertainment into the home
D) delivering personalized information
E) creating two-way communication
Answer: A
Chapter LO: 11-1
28) Which of the following most accurately identifies the strength of radio?
A) delivering information in depth
B) tailoring programs to audience tastes
C) personalizing entertainment
D) delivering personalized information
E) creating two-way communication
Answer: B
Chapter LO: 11-1
29) Which of the following would NOT be considered owned media?

A) websites
B) direct-mail email address lists
C) Facebook sites
D) public relations publications
E) word-of-mouth
Answer: E
Chapter LO: 11-1
9
30) Scannable QR codes that link to product websites are now being used ________.
A) on television
B) on mobile ads
C) on radio
D) in print ads
E) in branded entertainment
Answer: D
Difficulty: Easy
Chapter LO: 11-1
31) Media ________ compile audience measurement data, media costs, and availability data.
A) salespeople
B) researchers
C) distributors
D) reps
E) buyers
Answer: B
Difficulty: Easy
Chapter LO: 11-1
32) Who makes the strategic decisions outlined in the media plan?
A) media buyers
B) media researchers
C) media planners
D) media reps
E) media brokers
Answer: C
Difficulty: Easy
Chapter LO: 11-1
33) Who sells space and time for a variety of media?

A) media buyers
C) media planners
D) media monitors
E) media brokers
Answer: E
Difficulty: Easy
Chapter LO: 11-1
10
34) Who implements the media plan?
A) media buyers
C) media planners
D) media monitors
E) media brokers
Answer: A
Difficulty: Easy
Chapter LO: 11-1
35) ________ are independent companies that specialize in doing media research, planning, and
buying.
A) Media platforms
B) Account planners
C) Media agencies
D) Media buying companies
E) Media brokers
Answer: D
Difficulty: Easy
Chapter LO: 11-1
36) ________ work for a specific vehicle, such as a magazine or local television station, with the
objective of building the best possible argument to convince media planners to use the medium
they represent.
A) Media buyers
B) Account planners
C) Media researchers
D) Media salespeople
E) Media brokers
Answer: D
Difficulty: Easy
Chapter LO: 11-1
37) A ________ identifies the best media to use to deliver an advertising message to a targeted
audience and is a subsection within a marketing communications plan.
A) media impression
B) media vehicle
C) gross impression plan
D) media plan
E) message plan
Answer: D
Difficulty: Easy
Chapter LO: 11-2
11
38) The goal of media planning is to:
A) minimize impact and minimize cost
B) maximize impact and minimize cost
C) maximize impact and maximize cost
D) maximize impact and stabilize cost
E) stabilize impact and minimize cost
Answer: B
Chapter LO: 11-2
39) Members of which of the following generational groups grew up with tape recorders, video
games, VCRs, and cable TV, but not cell phones, computers, or Internet?
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
Answer: C
Chapter LO: 11-2
Course LO: Describe the process of market segmentation, targeting, and positioning
40) Members of which of the following generational groups grew up with DVDs, TiVo, satellite
radio, iPods, smart phones, Facebook, and Twitter?
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
Answer: E
Chapter LO: 11-2
12
41) Members of which of the following generational groups grew up with newspapers,
magazines, and radio, but not television, cell phones, computers, or the Internet?
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
Answer: A
Chapter LO: 11-2
42) Members of which of the following generational groups grew up with the computer, the
Internet, and cell phones, but not smart phones or Twitter?
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
Answer: D
Chapter LO: 11-2
43) Which of the following describes multichannel and multimarketing communication areas?
A) mixed media
B) multiplatform
C) addressable media
D) interactive media
E) measured media
Answer: B
Difficulty: Easy
Chapter LO: 11-2
13
44) The way various types of media are strategically combined in a media plan is known as a
________.
A) media mix
B) message mix
C) media vehicle
D) message frequency
E) media reach
Answer: A
Difficulty: Easy
Chapter LO: 11-2
45) Media impact begins with ________.

A) impressions
B) circulation
C) exposure
D) reach
E) frequency
Answer: C
Difficulty: Easy
Chapter LO: 11-2
46) The percentage of the media audience exposed at least once to the advertiser's message
during a specific time frame is known as ________.
A) an impression
B) circulation
C) exposure
D) reach
E) frequency
Answer: D
Difficulty: Easy
Chapter LO: 11-2
14
47) The number of times a person is exposed to an advertisement is known as ________.
A) gross impression
B) circulation
C) exposure
D) reach
E) frequency
Answer: E
Difficulty: Easy
Chapter LO: 11-2
48) One person's opportunity to be exposed one time to an ad in a broadcast program, newspaper,
magazine, or outdoor location is known as ________.
A) an impression
B) circulation
C) exposure
D) reach
E) frequency
Answer: A
Difficulty: Easy
Chapter LO: 11-2
49) Through the use of ________, online ads are placed near search engine results.
A) mobile marketing
B) viral communication
C) social networking
D) guerilla marketing
E) search marketing
Answer: E
Difficulty: Easy
Chapter LO: 11-3
15
50) For print media, ________ refer(s) to copies sold, and ________ estimate(s) the actual
readership.
A) circulation; frequency
B) circulation; impressions
C) frequency; circulation
D) impressions; circulation
E) exposure; gross impressions
Answer: B
Chapter LO: 11-2
51) Which of the following converts a raw number of households to a percentage?

A) gross impressions
B) ratings
C) frequency
D) circulation
E) engagement
Answer: B
Chapter LO: 11-2
52) Which of the following statements is true regarding print media?

A) Circulation measures the actual readership.
B) Impressions estimate the actual readership.
C) Impressions refer to copies sold.
D) Reach is more important than frequency.
E) Frequency is more important than reach.
Answer: B
Chapter LO: 11-2
16
53) Which term refers to the percent of viewers based on the number of television sets turned on?
A) rating
B) share
C) gross rating points
D) gross impressions
E) impressions
Answer: B
Difficulty: Easy
Chapter LO: 11-2
54) The sum of the total exposure potential expressed as a percentage of the audience population
is called ________.
A) circulation
B) share
C) rating points
D) gross share points
E) impressions
Answer: C
Chapter LO: 11-2
55) The most intrusive medium is ________.

A) radio
B) newspaper
C) television
D) personal selling
E) Internet
Answer: D
Chapter LO: 11-2
17
56) Giving customers opt-in or opt-out options for receiving brand information digitally is an
effective way to minimize ________.
A) intrusiveness
B) engagement
C) share
D) frequency
E) viral communication
Answer: A
Chapter LO: 11-2
57) ________ sites like MySpace and Facebook build on the interactivity of the Internet.
A) Social media
B) Product placement
C) Video game
D) Branded entertainment
E) Advertainment
Answer: A
Chapter LO: 11-3
58) Marketing that reaches people on the street and in public places is called ________
marketing.
A) word-of-mouth
B) viral
C) search
D) experiential
E) guerilla
Answer: E
Difficulty: Easy
Chapter LO: 11-3
18
59) What does the term viral marketing mean?
A) It is another term for online privacy.
B) It is another term for online security.
C) It refers to problems associated with computer viruses.
D) It refers to buzz that gets rapidly passed through a network of friends.
E) It refers to negative publicity associated with company blogs.
Answer: D
Difficulty: Easy
Chapter LO: 11-3
60) Viral marketing primarily uses which of the following communication channels?
A) billboards
B) print media
C) radio
D) broadcast media
E) social media
Answer: E
Chapter LO: 11-3
61) All of the following are trends in the modern media landscape EXCEPT which one?
A) Media consumers are in control of their media.
B) Media consumers are passive rather than active.
C) Lives are media focused.
D) There are more media choices than ever before.
E) People use more than one medium at a time.
Answer: B
Chapter LO: 11-3
62) ________ is branded entertainment, designed to engage customers with brands.

A) Advertainment
B) Instant messaging
C) Experiential marketing
D) Guerilla marketing
E) Owned media
Answer: A
Difficulty: Easy
Chapter LO: 11-3
Course LO: Discuss the selection of appropriate sales promotion tools
19
63) A local business that hires a sign holder to stand on the sidewalk, trying to catch the attention
of passersby by promoting a special marketing event, is using ________.
A) guerrilla marketing
B) viral marketing
C) product placement
D) advertainment
E) mobile marketing
Answer: A
Chapter LO: 11-3
64) Which of the following refers to a brand appearing in a television program or movie as a
prop?
A) product placement
B) advertainment
C) guerilla marketing
D) viral marketing
E) branded entertainment
Answer: A
Difficulty: Easy
Chapter LO: 11-3
65) Which of the following is NOT an advantage of product placement?

A) demonstrates product use in a natural setting by people who are celebrities
B) unexpected and catches the audience when resistance to advertising messages may be dialed
down
C) effective even if there is not a match between the product and the movie or its audience
D) good for engaging the affections of other stakeholders, such as employees and dealers,
particularly if the placement is supported with its own campaign
E) can be supported with its own campaign
Answer: C
Difficulty: Difficult
Chapter LO: 11-3
20
66) Which of the following has been referred to as "stealth advertising" by the Writers Guild of
America?
A) branded advertainment
B) branded apps
C) mobile marketing
D) product placement
E) consumer-generated content
Answer: D
Chapter LO: 11-3
AACSB: Ethical understanding and reasoning
67) The animate program City Hunters, created for the Axe brand, is an example of ________.
A) advertainment
B) viral marketing
C) alternative media
D) subliminal advertising
E) guerilla marketing
Answer: A
Difficulty: Easy
Chapter LO: 11-3
68) Which of the following relies on the power of personal communication in consumer decision
making?
A) word-of-mouth
B) advertainment
C) guerilla marketing
E) search engine advertisement
Answer: A
Chapter LO: 11-3
21
69) ________ is the strategy based on reaching people with a message when they are near a
store.
A) Viral marketing
B) Experiential marketing
C) Mobile marketing
D) Digital marketing
E) Search marketing
Answer: C
Chapter LO: 11-3
70) Which of the following forms of nontraditional media is most limited by a small reach?
A) product placement
B) branded entertainment
C) advertainment
D) mobile marketing
E) guerrilla marketing
Answer: E
Chapter LO: 11-3
71) The media are used primarily for advertising.

Answer: FALSE
Chapter LO: 11-1
72) The majority of revenue in print and broadcast media comes from advertising.
Answer: TRUE
Chapter LO: 11-1
73) The distinction between mass media and niche media is based entirely on size.
Answer: FALSE
Chapter LO: 11-1
22
74) The Internet, mail, and telephone are all considered addressable media.
Answer: TRUE
Chapter LO: 11-1
75) Interactive media is more useful than mass media for engaging consumers in brand-related
conversations.
Answer: TRUE
Chapter LO: 11-1
76) IMC plans are multiplatform, multichannel, and multitargeted.

Answer: TRUE
Chapter LO: 11-1
77) The Internet is the most multidimensional medium available to advertisers.

Answer: FALSE
Chapter LO: 11-1
78) Of the traditional forms of media, newspapers lost the most in the wake of online media
growth and the Great Recession.
Answer: TRUE
Chapter LO: 11-1
79) The majority of media budgets are spent on television advertising.

Answer: TRUE
Chapter LO: 11-1
23
80) Media brokers work for a specific medium, such as a magazine or local television station,
and their objective is to build the best possible argument to convince media planners to use the
medium they represent.
Answer: FALSE
Chapter LO: 11-1
81) Media buyers develop the strategic decisions outlined in the media plan.
Answer: FALSE
Chapter LO: 11-1
82) Media convergence has occurred because nearly every media vehicle has one or more
websites.
Answer: TRUE
Chapter LO: 11-1
83) Media planning should begin after message planning is complete.

Answer: FALSE
Chapter LO: 11-2
84) A media mix is the way various types of media are strategically combined in a media plan.
Answer: TRUE
Difficulty: Easy
Chapter LO: 11-2
85) The term multiplatform describes multichannel and multimarketing communication areas.
Answer: TRUE
Difficulty: Easy
Chapter LO: 11-2
24
86) Gross impression refers to the number of times a person is exposed to an advertisement.
Answer: FALSE
Chapter LO: 11-2
87) The television and radio industries use ratings rather than gross impression figures.
Answer: TRUE
Chapter LO: 11-2
88) The share figure is always larger than the rating for television because the base is smaller.
Answer: TRUE
Chapter LO: 11-2
89) Most media plans focus on reach objectives rather than frequency objectives.
Answer: FALSE
Chapter LO: 11-2
90) Most media use intrusiveness to some degree as a way to grab the attention of media
consumers.
Answer: TRUE
Chapter LO: 11-2
91) Intrusiveness is the primary strategy for countering clutter in the media environment.
Answer: TRUE
Chapter LO: 11-2
92) Boomers are in their 30s and 40s and grew up with tape recorders and video games.
Answer: FALSE
Chapter LO: 11-2
25
93) Exposure does not necessarily lead to readership or viewership.
Answer: TRUE
Chapter LO: 11-2
94) Impressions and circulation are different terms for the same measure.
Answer: FALSE
Chapter LO: 11-2
95) A brand can initiate and control viral marketing.

Answer: FALSE
Chapter LO: 11-3
96) Search marketing refers to the placement of out-of-home advertisements in locations with
large populations.
Answer: FALSE
Chapter LO: 11-3
97) Homemade videos and commercials posted on YouTube are examples of consumer-generated
content.
Answer: TRUE
Chapter LO: 11-2
98) Compared to Gen Yers, Boomers spend more time with media of all kinds and are more
likely to media multitask.
Answer: FALSE
Chapter LO: 11-3
26
99) The biggest problem with product placement is that the placement may not be noticed.
Answer: TRUE
Chapter LO: 11-2
100) A major change in consumer media use is the increase in media-driven lives.
Answer: TRUE
Chapter LO: 11-3
101) In traditional mass media, communication is a one-way process.

Answer: TRUE
Chapter LO: 11-1
102) The primary goal of a media plan should be to maximize reach.

Answer: FALSE
Chapter LO: 11-2
AACSB: Analytical thinking
103) One advantage of advertising in magazines is that they have high reach potential because
they are passed along to family, friends, customers, and colleagues.
Answer: TRUE
Chapter LO: 11-2
104) You receive a text message from Upscale Furnishings about an upcoming sale on custom
furniture. Upscale Furnishings is developing a direct customer relationship with you through
guerilla marketing.
Answer: FALSE
Chapter LO: 11-3
27
105) Branded entertainment and product placement are simply different names for the same
strategy.
Answer: FALSE
Chapter LO: 11-3
106) Explain how media technology has changed from the print era to today.
Answer: Over several hundred years, media have evolved from print, to radio, to television, and
now the Internet. During the print era, the new technology was the printing press. Ink and print
images could be mass produced for newspapers, magazines, and posters. The broadcast era
began with the first radio and television. The digital era began with the introduction of the
Internet and the birth of corporate websites and e-commerce. The newest era is the social media
era, which has led to users becoming self-publishers who create and share their own content,
some of it brand-related, with connections. Online advertising is growing faster than other kinds
of advertising, as traditional media is seeing decreases in ad revenues.
Chapter LO: 11-1
107) Four college roommates who were advertising majors are now in New York working in the
advertising industry. John is a media planner, Carl is a media buyer, George is a media
researcher, and they all work at the same advertising agency. Chuck works at a media buying
company and jokes that he will be taking over all of their jobs. Describe how their jobs are
different and why Chuck can make the joke he did.
Answer: John, the media planner, makes the strategic decisions outlined in the media plan, such
as identifying and selecting media options based on research into the audience profiles of various
media. His responsibilities also include scheduling and budgeting.
Carl, the media buyer, implements the media plan. Media buying is the task of identifying
specific vehicles, such as TV programs or magazines, negotiating the costs to advertise in them,
and handling the details of billing and payment.
George, the media researcher, compiles audience measurement data, as well as media costs and
availability data for the media options being considered by media planners.
Chuck, who works at a media buying company, specializes in doing media research, planning,
and buying. These agencies are taking over the media role that used to be the responsibility of
advertising agency media staff. In many cases, they are the media department that spun off from
a full-service agency, such as the one in which Chuck's college buddies are employed.
Chapter LO: 11-1
AACSB: Application of knowledge
28
108) Jane is teaching an undergraduate introductory advertising course and is trying to explain
the difference between reach and frequency. How should Jane explain these terms, and what is
the goal of a media plan with respect to these two terms?
Answer: The goal of most media plans is to reach as many people in the target audience as often
as the budget allows. A media mix is typically designed to accomplish both reach and frequency
goals. Reach is the percentage of the media audience exposed at least once to the advertiser's
message during a specific time frame. Frequency refers to the number of times a person is
exposed to the advertisement.
Chapter LO: 11-2
109) Describe how Americans' media habits are changing and how this will affect future media
mixes.
Answer: Americans are spending more time on the Internet, playing video games, and using
smart phones. Consumption of traditional broadcast and print media has declined, and Americans
are now much more able to design their own media landscapes. In fact, many consumers use
multiple types of media at the same time, such as watching TV while logged onto a social
networking website. Digital media give consumers more control over advertising messages than
ever before. This new two-way communication, along with the expanding number of media
choices consumers have, will change the media mix. In the past, the media mix was dominated
by print, TV, and radio. In the future, the media mix will be dominated by digital and mobile
media, with TV and print playing a substantial, but reduced, role.
Chapter LO: 11-3
110) Describe the practice of product placement, explaining its advantages and disadvantages.
Answer: Product placement is a practice in which a company pays to have verbal or visual brand
exposure in a movie or television program. Advantages of product placement include
demonstrating the product in use in a natural setting. Product placement is unexpected and
catches consumers when their resistance to advertising messages may be dialed down, and it's
good for engaging the affections of other stakeholders, such as employees and dealers. However,
disadvantages include not being noticed, problems if there is not a match between the product
and the audience, and the inability to predict the success or failure of a movie or television show.
Chapter LO: 11-3
29
111) Newspaper is the ________, and the Wall Street Journal is the ________.
A) vehicle; medium
B) medium; vehicle
C) medium; execution
D) execution; medium
E) reach; impression
Answer: B
Chapter LO: 11-1
112) A new pizza restaurant is opening in town. The owners of this restaurant decide to place an
advertisement in the town newspaper announcing the date of their big opening. The owners of
the restaurant are using ________.
A) mass media
B) interactive media
C) viral marketing
D) addressable media
E) broadcast media
Answer: A
Chapter LO: 11-1
113) Michelle is a specialist in media planning. She tells clients about media trends in the future.
She often talks about the digitization of media, in which all mass media save and transmit
information through the same digital forms. Through integration, the media work through and
with each other. What media trend is Michelle discussing?
A) interactivity
B) engagement
C) convergence
D) commoditization
E) cadence
Answer: C
Chapter LO: 11-1
30
114) June's job at an advertising agency entails identifying and selecting media options based on
research into the audience profiles of various media as well as scheduling and budgeting. What is
June's job responsibility?
A) media planning
B) media buying
C) account planning
D) account management
E) message development
Answer: A
Chapter LO: 11-1
115) Lisa works at a major advertising agency and is an expert in the television schedule for
eight major markets in the United States. Her job entails identifying specific television shows
that will deliver the desired audience for her agency's client, negotiating the costs to advertise in
them, and handling the details of billing and payment. What is Lisa's job title?
A) media planner
B) media buyer
C) account planner
D) creative director
E) account manager
Answer: B
Chapter LO: 11-1
116) Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural
health products and related services. In order to implement integrated marketing
communications, Tara has asked her marketing communications director to ensure that each
contact point deliver a ________ message to consumers about the company.
A) creative
B) consistent
C) interactive
D) personalized
E) direct
Answer: B
Chapter LO: 11-1
31
117) As a young woman, Rhonda grew up with newspapers, radio, and television dominating the
media. However, she did not have cable television as a child. During her adult life, though,
Rhonda uses a smart phone, a personal computer and an e-book reader. Rhonda is part of which
generation?
A) the Traditionalists
B) the Boomers
C) the Gen Xers
D) the Gen Yers
E) the Millennials
Answer: B
Chapter LO: 11-2
118) Ronny finished college three years ago and has been working in the advertising industry
ever since. Ronny feels comfortable adopting technological innovations at work and in his
personal life, perhaps because he is a member of the first generation to grow up with personal
computers and the Internet. Ronny belongs to the ________.
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
Answer: D
Chapter LO: 11-2
119) Honda is launching a new SUV and wants to expose the largest possible percentage of the
prime time TV viewing audience to its message at least once during the next six months. Which
media concept is Honda trying to maximize?
A) frequency
B) impressions
C) reach
D) circulation
E) integration
Answer: C
Chapter LO: 11-2
32
120) A popular comedy show, which is shown on Fox network, had a rating of 4.0 but a share of
7. Why are these two numbers different?
A) Rating includes all TV households, and share considers only those households that have their
TVs on at that time.
B) Share includes all TV households, and rating considers only those households that have their
TVs on at that time.
C) Rating is provided by Arbitron and share is provided by Nielsen, and both use different
methods for estimating audience size.
D) Rating is provided by Nielsen and share is provided by Arbitron, and both use different
methods for estimating audience size.
E) Rating compares audience size to the entire TV universe, while share compares only audience
size to other network programming.
Answer: A
Chapter LO: 11-2
121) Fishing Gear sells a range of fishing products to outdoor enthusiasts and serious fishermen.
Fishing Gear wants to reach its target market in a way that minimizes intrusiveness. Which of the
following would be the best fit for Fishing Gear?
A) personal selling
B) print ads in Fishing and Hunting News
C) commercials on cable television
D) emails to all individuals with a fishing license
E) banner ads on websites
Answer: B
Chapter LO: 11-2
122) Some television shows have shown actors drinking a cup of Starbucks coffee. In these
instances, Starbucks has chosen ________ as a marketing tool.
A) networking
B) guerrilla marketing
C) broadcast advertising
E) advertainment
Answer: D
Chapter LO: 11-3
33
123) Uptown Cleaning Crew is a company that provides house cleaning services in major urban
and suburban areas. Marketers at Uptown Cleaning Crew developed a short, humorous video
promoting the company's services, and they hope that customers who see the video will be so
entertained that they will pass it on to their friends and colleagues. The marketers at Uptown
Cleaning Crew are using ________.
A) guerilla marketing
B) viral marketing
D) mobile marketing
E) branded apps
Answer: B
Chapter LO: 11-3
124) Which of the following has the most in common with broadcasting?
B) out-of-home advertising
C) search marketing
D) Twitter
E) eBay
Answer: D
Chapter LO: 11-3
125) For the launch of a new camera in Korea, Nikon created a celebrity "red carpet" experience
in a Seoul subway station. Commuters walked on a red carpet past a billboard filled with life-like
images of photographers. When a commuter walked directly in front of the billboard, lights
flashed on the board, creating the illusion that the commuter was a celebrity having his or her
photo snapped by dozens of reporters. This is an example of ________.
B) traditional marketing
D) mobile marketing
E) advertainment
Answer: A
Chapter LO: 11-3
34
126) A producer of beverages and snack foods wants to market its products to the 18-to-34-year-
old demographic by providing incentives to respond instantly to time-sensitive offers. Which of
the following forms of marketing would this producer most likely choose?
A) advertainment
B) guerilla marketing
C) mobile marketing
E) podcasting
Answer: C
Chapter LO: 11-3
Refer to the following passage to answer the questions below.
Allison works in the media department of a major advertising agency that has several national
advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV
programs, newspapers, magazines, or radio programs and stations for clients' advertising;
negotiating the costs to advertise in them; and handling the details of billing and payment.
Although one of the agency's major clients advertises primarily in magazines, the media plan
calls for the use of newspaper advertising as well.
127) What is Allison's job function?

A) media planning
B) rate negotiator
C) media buyer
D) account planner
E) account buyer
Answer: C
Chapter LO: 11-2
35
128) The media plan calls for placing ads in all the major newspapers in the southeastern United
States. Because newspaper is primarily a local medium, Allison seeks the services of a
professional to assist her in placing the buy with one order. Allison needs to contact a ________.
A) media salesperson
B) customer service rep
C) media rep
D) media-buying service
E) media consolidator
Answer: C
Chapter LO: 11-2
129) Allison is working with a client that is preparing a national launch of a new line of
packaged snacks. The client wants to maximize the reach of its marketing communication
efforts. Which of the following media vehicles should Allison recommend?
A) network television shows with low rating points
B) network television shows with high rating points
C) local radio shows with high share of audience
D) local radio shows with low share of audience
E) special interest magazines with niche audiences
Answer: B
Chapter LO: 11-2
130) Allison is working with a client that wants to maximize frequency over a one-month period.
Which of the following media should Allison NOT recommend to this client?
A) radio
B) daily newspapers
C) monthly magazines
D) network television
E) cable television
Answer: C
Chapter LO: 11-2
36
131) Explain what is meant by the term media vehicle and give three examples.
Answer: A media vehicle is a specific TV program (e.g., 60 Minutes, The Apprentice),
newspaper (e.g., New York Times, Wall Street Journal), or radio station or program (e.g., NPR's
All Things Considered, Rush Limbaugh's talk show).
Chapter LO: 11-1
132) Explain the difference between mass media and niche media.
Answer: Mass media reach a broad group of people; niche media reach an identifiable group of
people with a distinct common interest. Niche media have a more selective, but not necessarily
smaller, audience than mass media do.
Chapter LO: 11-1
133) Explain the difference between interactivity and engagement in terms of the media
environment.
Answer: Interactivity means that audience members can send messages back and forth to the
media and to each other; engagement, which may involve interactivity, refers to the captivating
quality of media.
Chapter LO: 11-1
134) Give an example of media convergence.

Answer: Examples of media convergence could include newspapers with websites, online radio,
and electronic books.
Chapter LO: 11-1
135) Briefly describe the modern media landscape.

Answer: The modern media landscape includes up to 200 television channels in some markets, a
huge number of special-interest publications, millions of websites, and new media forms that
weren't even imagined 20 years ago.
Chapter LO: 11-1
37
136) Explain how the explosion in online media has affected print newspapers.
Answer: Many newspapers have closed or reduced staff and coverage. They have lost revenue
due to the shift to online classified advertising and the ease with which readers can get news
online.
Chapter LO: 11-1
137) Explain the difference between the terms delivery and connection.
Answer: Delivery refers to taking something to a person or place, but connection refers to
joining two things together. Delivery is a one-way concept, but connection is a partnership.
Chapter LO: 11-1
138) Why might a media buyer prefer to use measured media rather than nontraditional media?
Answer: Measured media such as print and broadcast can be analyzed for the cost of the media
buy relative to the size of the medium's audience. In other words, a media planner could be
certain about the potential return on investment when using measured media. It is more difficult
to measure the ROI for nontraditional media.
Chapter LO: 11-1
139) What is a media mix?

Answer: A media mix is the way in which various types of media are strategically combined in a
media plan.
Chapter LO: 11-2
140) Your friend is confused about the terms impression and circulation. What would you say to
help him understand the difference in these concepts?
Answer: An impression is one person's opportunity to be exposed one time to an ad in any
media vehicle. The idea of impressions is different from circulation, because impressions (in
print) estimate the actual readership, rather than just circulation, which refers to copies sold.
Chapter LO: 11-2
38
141) What are two ways that an advertising message's frequency can be increased? Give an
example of each.
Answer: Frequency can be increased through scheduling, such as running a TV ad multiple
times during the same program, or through the characteristics of the media itself, such as a
consumer passing the same billboard each day.
Chapter LO: 11-2
142) Explain the relationship between a medium's level of intrusiveness and its capacity for
personalization.
Answer: In general, the more intrusive a medium is, the more it can be personalized.
Chapter LO: 11-2
143) Why might a media planner prefer to place an ad in a television program that has a share of
35 instead of a program that airs at a different time but has a share of 38?
Answer: Share refers to the percentage of viewers based on the number of television sets turned
on, so a show with a smaller share might actually have more total viewers if significantly more
television sets were turned on during the program's time slot.
Chapter LO: 11-2
144) Why is word-of-mouth such a powerful force in marketing communication?

Answer: Word-of-mouth is important because of its inherent persuasiveness. People tend to
believe what they hear from friends, family members, and other important influencers.
Chapter LO: 11-3
Course LO: Identify and discuss the factors influencing consumer buying behavior
39
145) When P&G introduced Physique shampoo, it sent emails to people asking for referrals.
People referring 10 friends to the shampoo's promotional website received free merchandise and
were entered into a sweepstakes to win a year's supply of the shampoo. Explain what this
technique is and why marketers use it.
Answer: This is an example of viral marketing, which is a practice designed to deliver a
groundswell of opinion or marketplace demand for a product. It uses email to circulate a message
among people. Marketers use this technique because positive word-of-mouth is the most
influential form of media.
Chapter LO: 11-3
146) In one promotional activity, MSN.com had actors dressed as butterflies skate around the
streets of New York. What form of advertising media does this represent, why do advertisers use
it, and are there any drawbacks?
Answer: This is an example of guerilla marketing, which is unconventional marketing
communication activities that are intended to get buzz on a limited budget. The idea is to use
creative ways to reach people where they live, work, and walk to create a personal connection
and a high level of impact. If it works, the encounter gets talked about by word-of-mouth rather
than through the media. However, this approach does have limited reach in comparison to mass
media.
Chapter LO: 11-3
147) Why is the use of nontraditional media particularly important for marketers who are trying
to reach the youth market?
Answer: Young people are typically the first to experiment with new media forms, so marketers
who want to reach young people must use the media channels young people use.
Chapter LO: 11-3
40
Refer to the scenario below to answer the following questions.
Suzanne and Shandra, longtime friends, share a love of animals and an animal grooming
business. They own a small fleet of RV motorhomes outfitted with comfortable dog and cat
grooming stations. On-the-Go Groomer's motorhomes come to clients' homes in the metro area
to provide pet services instead of requiring pet owners to come to them. Suzanne and Shandra
are pleased with their success, but both feel that they are not reaching enough potential
customers. So far, they have relied on local newspaper advertisements and positive word-of-
mouth to generate business. Suzanne said, "We have come so far and really have a great little
business going. But I think we could become much bigger with the right plans in place."
148) How might Suzanne and Shandra use addressable media in a media plan for On-the-Go
Groomers?
Answer: Suzanne and Shandra could use email, mail, and telephone calls to keep in touch with
current customers and offer expanded services.
Chapter LO: 11-1
149) Suzanne and Shandra advertised in the metro newspaper and now want to calculate how
many people saw their ad last week. What are Suzanne and Shandra trying to determine?
Answer: Suzanne and Shandra want to know the reach of the ad.
Chapter LO: 11-2
150) How could Suzanne and Shandra use search marketing?

Answer: Suzanne and Shandra could use search marketing so that when anyone does an Internet
search for animal grooming in their city, an ad for On-the-Go Groomers would appear alongside
the search results.
Chapter LO: 11-3
41

Chapter 11

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Advertising & IMC: Principles and Practice, 10e (Moriarty)

Chapter 11 Media Basics

3) IMC plans are ________.

6) A media ________ is a specific television program, newspaper, magazine, or radio station or

7) Paid media buys take the forms of_______ and ________.

9) A company is using ________ when it airs a television commercial to millions.

13) Which of the following is LEAST likely an example of corporate media?

15) Which of the following is a type of place-based media channel?

18) Which of the following would be considered a type of owned media?

19) Which of the following is an advantage of owned media?

22) Which of the following is another name for cross-media?

23) When did Facebook first come online?

29) Which of the following would NOT be considered owned media?

33) Who sells space and time for a variety of media?

45) Media impact begins with ________.

51) Which of the following converts a raw number of households to a percentage?

52) Which of the following statements is true regarding print media?

55) The most intrusive medium is ________.

62) ________ is branded entertainment, designed to engage customers with brands.

65) Which of the following is NOT an advantage of product placement?

71) The media are used primarily for advertising.

76) IMC plans are multiplatform, multichannel, and multitargeted.

77) The Internet is the most multidimensional medium available to advertisers.

79) The majority of media budgets are spent on television advertising.

83) Media planning should begin after message planning is complete.

95) A brand can initiate and control viral marketing.

101) In traditional mass media, communication is a one-way process.

102) The primary goal of a media plan should be to maximize reach.

Refer to the following passage to answer the questions below.

127) What is Allison's job function?

134) Give an example of media convergence.

135) Briefly describe the modern media landscape.

139) What is a media mix?

144) Why is word-of-mouth such a powerful force in marketing communication?

150) How could Suzanne and Shandra use search marketing?

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7) Paid media buys take the forms of_ and __.