Marketing Final Exam

276 thinking key cbe model promotion obj 17 4 top

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Unformatted text preview: : BLOOMS Analysis 99. Advertisers are often concerned with the noise level in a medium. The medium that is assumed to have the lowest noise level is: a. radio b. television c. d. e. direct mail newspaper magazines ANS: C Direct mail is a private medium with a low noise level. PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 100. Because Samuel Cabot, Inc., a manufacturer of premium-grade wood stains, wants to spend its promotional budget on advertisements that will have a long life span so the ad will be around when the home owner needs such a product, it should use _____ advertising. a. newspaper b. radio c. television d. magazine e. creative ANS: D Some media such as magazines have a long life span with the consumer, and advertisements may be seen repeatedly. Ads in other media such as radio and television are gone instantly. PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 101. In the 1960s, there were only three television networks and most consumers only received these three channels plus a local channel. Now, consumers have more than 1,600 channels to choose from. This is an example of which problem facing media planners? a. Media fragmentation b. Flighted media c. Effective frequency d. Effective reach e. Media consolidation ANS: A Media planners have hundreds more media options today than they had when network television reigned. PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 102. A(n) _____ designates the medium or media to be used, the specific vehicles, and the insertion dates of the advertising. a. advertising plan b. media schedule c. promotion strategy d. e. ad outline promotional profile ANS: B This is the definition of a media schedule. PTS: 1 REF: 277 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 103. Meek’s Hunting Emporium is a retail store that carries all the products hunters need or think they need. It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-, deer-, and turkey-hunting seasons on four local radio stations, as well as in the local newspapers. This is an example of a: a. message execution plan b. media profile c. reach program d. media schedule e. frequency timetable ANS: D The media schedule designates when and where advertising will appear. PTS: 1 REF: 277 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 104. Products in the latter stages of the product life cycle, which are advertised on a reminder basis, use a(n) _____ media schedule. a. intermittent b. bursting c. continuous d. trailing e. unremitting ANS: C A continuous schedule allows the advertising to run steadily throughout the advertising period, which is good for advertising on a reminder basis. PTS: 1 REF: 278 Thinking KEY: CB&am...
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