1. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 1 Traditional Media

2. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 2 In terms of impact, print media generally provide _____ than broadcast media. 1.less information 2.less flexibility 3.shorter message life 4.none of the above

3. 1.less information 2.less flexibility 3.shorter message life 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 3 In terms of impact, print media generally provide _____ than broadcast media. In terms of impact, print media generally provide more information, longer message life, and more flexibility than broadcast media.

4. 1.display ads 2.classified ads 3.guaranteed ads 4.supplements All of the following except _____ are typically found in local newspapers. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 4

5. 1.display ads 2.classified ads 3.guaranteed ads 4.supplements All of the following except _____ are typically found in local newspapers. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 5 Three types of advertising are found in a local newspaper: display (retail), classified, and supplements.

6. _____ are directed at people who buy products for personal consumption. 1.Trade magazines 2.Consumer magazines 3.Professional magazines 4.Corporate publications Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 6

7. _____ are directed at people who buy products for personal consumption. 1.Trade magazines 2.Consumer magazines 3.Professional magazines 4.Corporate publications Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 7 Consumer magazines are directed at people who buy products for personal consumption.

8. A magazine’s circulation rate is based on the _____ a publisher promises to provide. 1.controlled circulation 2.guaranteed circulation 3.read-per-copy circulation 4.uncontrolled circulation Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 8

9. A magazine’s circulation rate is based on the _____ a publisher promises to provide. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 9 Magazine circulation is the number of copies of an issue sold; the rates are based on the guaranteed circulation a publisher promises to provide. 1.controlled circulation 2.guaranteed circulation 3.read-per-copy circulation 4.uncontrolled circulation

10. One of the biggest advantages of advertising in a directory is _____. 1.programmed advertising 2.subliminal advertising 3.directional advertising 4.brand-conscious advertising Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 10

11. One of the biggest advantages of advertising in a directory is _____. 1.programmed advertising 2.subliminal advertising 3.directional advertising 4.brand-conscious advertising Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 11 Directory advertising’s biggest advantage is directional advertising : it tells people where to go to get the product or service they want.

12. Out-of-home advertising is _____. 1.virtual 2.unilateral 3.omnipotent 4.situational Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 12

13. Out-of-home advertising is _____. 1.virtual 2.unilateral 3.omnipotent 4.situational Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 13 Out-of-home advertising is situational. It can target specific people with specific messages at a time and place when they may be most interested.

14. 1.targeting narrow, highly-segmented markets 2.reaching a broad base of general listeners 3.attracting a diverse community of consumers 4.None of the above Media planners use radio for _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 14

15. 1.targeting narrow, highly-segmented markets 2.reaching a broad base of general listeners 3.attracting a diverse community of consumers 4.None of the above Media planners use radio for _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 15 Media planners use radio for tight targeting of narrow, highly segmented markets.

16. The audience for television in the United States is _____. 1.homogenous 2.divergent 3.representational 4.highly fragmented Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 16

17. 1.homogenous 2.divergent 3.representational 4.highly fragmented The audience for television in the United States is _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 17 The U.S. television audience is high fragmented, as viewers can tune into 100 or more different channels.

18. The effectiveness of TV advertising is determined by the popularity of _____. 1.the name of the brand in the TV ad 2.the TV program associated with the ad 3.the search terms used on Internet browsers 4.the celebrities who use the advertised brand Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 18

19. The effectiveness of TV advertising is determined by the popularity of _____. 1.the name of the brand in the TV ad 2.the TV program associated with the ad 3.the search terms used on Internet browsers 4.the celebrities who use the advertised brand Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 19 Because TV advertising is tied to TV programming, an ad’s effectiveness is determined by the popularity of the TV program.

20. A _____ is a distribution system that provides TV content to affiliated stations. 1.cable network 2.broadcast network 3.subscription network 4.satellite network Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 20

21. 1.cable network 2.broadcast network 3.subscription network 4.satellite network A _____ is a distribution system that provides TV content to affiliated stations. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 21 A broadcast network is a distribution system that provides television content to its affiliated stations.

22. 1.using targeted email solicitations 2.setting up kiosks in discount shopping malls 3.underwriting public television programming 4.posting topical themes in the blogosphere The most effective way to reach affluent well-educated consumers is _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 22

23. 1.using targeted email solicitations 2.setting up kiosks in discount shopping malls 3.underwriting public television programming 4.posting topical themes in the blogosphere The most effective way to reach affluent well-educated consumers is _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 23 Public television is an attractive medium for advertisers since it reaches affluent, well-educated households.

24. Marketers and TV executives are alarmed over the popularity of _____. 1.time-shifting technology 2.shape-shifting technology 3.high-definition technology 4.interactive-television technology Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 24

25. Advertisers and TV executives are alarmed over the popularity of _____. 1.time-shifting technology 2.shape-shifting technology 3.high-definition technology 4.interactive-television technology Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 25 Time-shifting systems (DVRs) allow viewers to watch shows whenever they like and zip past commercials; such systems call into question audience measurement numbers.

26. When using _____, advertisers pay for commercial time during TV programs. 1.sponsorships 2.participations 3.market segments 4.spot announcements Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 26

27. When using _____, advertisers pay for commercial time during TV programs. 1.sponsorships 2.participations 3.market segments 4.spot announcements Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 27 Ninety percent of network advertising involves participations, in which advertisers pay for 10, 15, 20, 30, or 60 seconds of commercial time during one or more programs.

28. Which of the following is a drawback to television advertising? 1.Clutter 2.Expense 3.Wasted reach 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 28

29. Which of the following is a drawback to television advertising? 1.Clutter 2.Expense 3.Wasted reach 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 29 TV ads must overcome clutter from competing commercials; wasted reach (being viewed by a non-targeted audience); and expense, both for time and production costs.

30. Commercials shown at the beginning of a movie are called _____. 1.trailers 2.viral videos 3.memorabilia 4.controlled impressions Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 30

31. Commercials shown at the beginning of a movie are called _____. 1.trailers 2.viral videos 3.memorabilia 4.controlled impressions Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 12 - 31 Movie theaters sell time at the beginning of their film showings for commercials, called trailers, one of the fastest growing types of advertising.