Marketing Final Exam

Of an advertising medium to reach a precisely defined

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Unformatted text preview: nization b. Reach c. Cost per contact d. Media scheduling e. Frequency ANS: E Advertisers use average frequency to measure the intensity of a specific medium’s coverage. PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 94. The ability of an advertising medium to reach a precisely defined market is called: a. audience selectivity b. market singularity c. geographic selectivity d. noise filtering ability e. life span ANS: A This is the definition of audience selectivity. PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 95. Media vehicles like People and Newsweek magazines appeal to a wide cross section of the population. In contrast, Golf and Cosmopolitan magazines have high levels of: a. longevity b. audience selectivity c. geographic selectivity d. flexibility e. market singularity ANS: B A medium’s ability to reach a precisely defined market is audience selectivity. PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 96. Prices on items sold by supermarkets change frequently, and they often offer special sales to match or beat the prices of their competitors. Therefore, _____would be a major consideration when a supermarket selects an advertising vehicle. a. audience duplication b. noise level c. d. e. life span cost per contact flexibility ANS: E Flexibility of the medium refers to the ability to change the message to fit changing market conditions. PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 97. In Times Square in New York City, there are huge outdoor signs everywhere advertising products, theater musicals, and services. Along with all the outdoor advertisements, people are bustling about, cars are beeping, vendors are trying to hand out coupons to events, and police are keeping a watchful eye on the revelry. Times Square exhibits: a. minimum reach b. no geographic selectivity c. limited flexibility d. high noise levels e. confirmed selectivity ANS: D There are lots of distractions to the target audience. PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 98. Billboard advertisements often have to compete for a driver’s attention with traffic, passengers, radio, or other billboards. Billboard advertising would be described as: a. lacking any geographic selectivity b. the most flexible advertising medium c. having a high noise level d. having a low noise level e. being a great channel for informative ads ANS: C Noise level is the amount of distractions––other advertisements, people, competing sounds in the environment, or news stories––involved with a type of medium. Outdoor advertising such as billboards suffers from a great deal of competing noise. PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC...
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