1. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 1 Media Basics

2. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 2 The term “media” refers to the way messages are sent _____. 1.to target audiences 2.back to companies 3.among audience members themselves 4.All of the above

3. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 3 The term “media” refers to the way messages are sent _____. 1.to target audiences 2.back to companies 3.among audience members themselves 4.All of the above Media is the go-between step in the communication model: the way messages are sent and received by the sender and receiver, that is, the company or brand and its customers.

4. A _____ is a specific TV program, newspaper, magazine, or radio station. 1.media niche 2.media outlet 3.media vehicle 4.media platform Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 4

5. A _____ is a specific TV program, newspaper, magazine, or radio station. 1.media niche 2.media outlet 3.media vehicle 4.media platform Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 5 When a company “buys media,” it is really buying access to the audiences of specific media vehicles : magazines, radio stations, newspapers, or television programs.

6. Advertisers use _____ to send messages to large, diverse audiences. 1.networking 2.mass media 3.niche media 4.measurable media Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 6

7. Advertisers use _____ to send messages to large, diverse audiences. 1.networking 2.mass media 3.niche media 4.measurable media Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 7 The communication channels through which messages are sent to large, diverse audiences are known as mass media.

8. _____ refers to the captivating quality of media that an audience finds engrossing. 1.Media delivery 2.Media engagement 3.Media connectivity 4.Media interactivity Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 8

9. _____ refers to the captivating quality of media that an audience finds engrossing. 1.Media delivery 2.Media engagement 3.Media connectivity 4.Media interactivity Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 9 Engagement is the closeness of fit between the interests of viewers and the relevance of media content.

10. _____ is the only “medium” that is more multidimensional than the Internet. 1.Personal selling 2.Guerilla marketing 3.Relational interactivity 4.Cross-channel convergence Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 10

11. _____ is the only “medium” that is more multidimensional than the Internet. 1.Personal selling 2.Guerilla marketing 3.Relational interactivity 4.Cross-channel convergence Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 11 Personal selling is even more multidimensional than the Internet. A salesperson can not only show, tell, and interact, but he or she can also create customized content.

12. Those who sell space and time for a variety of media are called _____. 1.media brokers 2.media planners 3.media hawkers 4.media researchers Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 12

13. 1.media brokers 2.media planners 3.media hawkers 4.media researchers Those who sell space and time for a variety of media are called _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 13 Media reps or brokers are people or companies who sell space (in print) and time (in broadcast) for a variety of media.

14. What is the goal of media strategy? 1.Maximizing impact while sparing no cost 2.Maximizing impact while minimizing cost 3.Maximizing strategy while minimizing media 4.Maximizing media while minimizing strategy Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 14

15. What is the goal of media strategy? 1.Maximizing impact while sparing no cost 2.Maximizing impact while minimizing cost 3.Maximizing strategy while minimizing media 4.Maximizing media while minimizing strategy Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 15 The goal of media planning is to maximize impact, while minimizing cost.

16. Media effects all begin with _____. 1.exposure 2.circularity 3.market salience 4.share of audience Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 16

17. Media effects all begin with _____. 1.exposure 2.circularity 3.market salience 4.share of audience Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 17 Because the audience must be exposed to a message before any other effect is possible, media effects all begin with exposure.

18. _____ is the primary strategy for countering commercial message clutter. 1.Empathy 2.Exclusiveness 3.Intrusiveness 4.Comedy relief Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 18

19. _____ is the primary strategy for countering commercial message clutter. 1.Empathy 2.Exclusiveness 3.Intrusiveness 4.Comedy relief Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 19 Intrusiveness is the ability of a medium to grab attention by being disruptive or unexpected. It is the primary strategy for countering the high level of commercial message clutter.

20. Relationship marketing seeks to _____ from all of the firm’s critical stakeholders. 1.generate short-term cash flow 2.maintain long-term involvement 3.maximize product consumption 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 20

21. Relationship marketing seeks to _____ from all of the firm’s critical stakeholders. 1.generate short-term cash flow 2.maintain long-term involvement 3.maximize product consumption 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 21 Rather than getting one-time sales from a target audience, relationship marketing focuses on maintaining long- term involvement from all of the firm’s critical stakeholders.

22. A _____ is anything that delivers a message about a brand to a stakeholder. 1.contact point 2.touchstone 3.commoditization 4.relationship strategy Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 22

23. 1.contact point 2.touchstone 3.commoditization 4.relationship strategy A _____ is anything that delivers a message about a brand to a stakeholder. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 23 Everything that delivers a message to a stakeholder about a brand (such as traditional media, word of mouth, or customer service) is a contact point.

24. As a contact point, the packaging of a product or service is _____. 1.necessary for the purposes of protection 2.an important medium of communication 3.useful for decorative purposes or amusement 4.unimportant to a consumer’s buying decision Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 24

25. 1.necessary for the purposes of protection 2.an important medium of communication 3.useful for decorative purposes or amusement 4.unimportant to a consumer’s buying decision As a contact point, the packaging of a product or service is _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 25 Packaging is a constant communicator. It is an effective device for carrying advertising messages, and a strong brand reminder.

26. The term _____ describes the way a message spreads on the Internet. 1.viral marketing 2.stealth marketing 3.ambush marketing 4.subliminal advertising Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 26

27. The term _____ describes the way a message spreads on the Internet. 1.viral marketing 2.stealth marketing 3.ambush marketing 4.subliminal advertising Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 27 Designed to create a groundswell of demand for a brand, viral marketing describes the way a message spreads via the Internet.

28. _____ involves verbal or visual brand exposure in movies or television. 1.Media targeting 2.Product placement 3.Extrusive marketing 4.Experiential marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 28

29. _____ involves verbal or visual brand exposure in movies or television. 1.media targeting 2.product placement 3.extrusive marketing 4.experiential marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 29 With product placement, a company pays to have verbal or visual brand exposure in a movie or TV program. A brand may also be shown as a prop in a print medium.

30. The strategy of using cell phones to reach people on the go is called _____. 1.digital prospecting 2.product placement 3.mobile marketing 4.branded entertainment Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 30

31. The strategy of using cell phones to reach people on the go is called _____. 1.digital prospecting 2.product placement 3.mobile marketing 4.branded entertainment Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 31 Mobile marketing refers to the use of wireless devices, such as cell phones, to reach people who are on the move.