FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 11: Media Basics

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 1

Multiple Choice

Review LaterAdd Note

Review Later

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 ________.

A) the Traditionalists
B) the Boomers
C) the Gen Xers
D) the Gen Yers
E) the Millennials

Correct Answer

verified

Show Answer

Question 2

Multiple Choice

Review LaterAdd Note

Review Later

Which of the following is a primary disadvantage of viral marketing?

A) The costs of viral marketing are too high for most companies.
B) The brand associated with the viral message is usually forgotten.
C) Marketers have little control over who receives the viral message.
D) Viral messages are offensive to many potential customers.
E) Viral messages are blocked by most search engines.

Correct Answer

verified

Show Answer

Question 3

Multiple Choice

Review LaterAdd Note

Media experts describe ________ as the closeness of fit between the interests of viewers and the relevance of the media content.

A branded application is least likely to run on which of the following?

________ sites like MySpace and Facebook build on the interactivity of the Internet.

Relationship marketing is a concept that originated with ________.

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 ________.

Every brand experience that a consumer has is called a(n) ________.

Another name for branded entertainment is ________.

What does the term viral marketing mean?

Instant messaging tends to be used more for business purposes than text messaging is.

Most media plans focus on reach objectives rather than frequency objectives.

Which of the following is NOT considered a traditional advertising media?

A ________ identifies the best media to use to deliver an advertising message to a targeted audience and is a subsection within an advertising plan.

Through relationship marketing, all stakeholders are seen as communicators who can send either positive or negative messages about the brand.

A brand can initiate and control viral marketing.

Which of the following has been referred to as "stealth advertising" by the Writers Guild of America?

Media buyers must be aware of how mass media is changing. Which of the following is NOT one of the media environment trends discussed in your text?

To get consumers to come back frequently to its website, Amazon.com is considering developing a series of movie critics and book reviewers reviewing DVDs and books that are available to the market that week. The format is to be entertaining, with two reviewers bantering with each other during their reviews. Explain what this new Internet practice is called and why advertisers are starting to use it more often.

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