Advertising & IMC: Principles and Practice, 10e (Moriarty)

Chapter 12 Paid Media

1) Newspapers, magazines, brochures, and other printed surfaces are known as ________ media
vehicles.
A) broadcast
B) narrowcast
C) print
D) directional
E) interactive
Answer: C
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

2) ________ is the primary method for measuring a newspaper's reach.

A) Audience
B) Readership
C) Showings
D) Circulation
E) Market share
Answer: D
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

3) Newspapers offer advertisers ________, which allows them to target specific consumer
groups.
A) market intermediation
B) market zoning
C) market selectivity
D) direct marketing
E) selective binding
Answer: C
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

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4) A ________ is a list of the charges for newspaper advertising space and the discounts given to
local advertisers as well as advertisers who make volume buys.
A) rate card
B) take-away
C) give-away
D) media kit
E) sales kit
Answer: A
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

5) Introduced in the early 1980s, the standard advertising unit makes it possible for ________ to
offer advertisers a great deal of choice within a standard format.
A) magazines
B) radio
C) television
D) directories
E) newspapers
Answer: E
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

6) An arrangement between a national advertiser and a local retailer whereby the retailer buys the
ad and then the manufacturer pays for half or a portion is known as ________.
A) joint advertising
B) co-op advertising
C) run-of-paper advertising (ROP)
D) selective advertising
E) subsidized advertising
Answer: B
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe how retailers and wholesalers create value

7) Which of the following is NOT a type of advertising found within the local newspaper?
A) classified
B) display
C) gatefold
D) supplement
E) free-standing insert
Answer: C
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

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8) What form of newspaper advertising is the dominant form, can be any size, and can be placed
anywhere in the newspaper except the editorial page?
A) classified
B) display
C) supplement
D) gatefold
E) free-standing insert
Answer: B
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

9) Advertisers who don't care where their ads run in the newspaper pay which rate?
A) co-op rate
B) preferred-position rate
C) run-of-paper (ROP) rate
D) non-preferred rate
E) classified rate
Answer: C
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

10) What form of newspaper advertising comes from individuals wanting to sell their personal
goods?
A) classified
B) display
C) supplements
D) gatefolds
E) co-op
Answer: A
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

11) Which of the following is a magazine-style publication inserted into a newspaper?

A) display advertisement
B) co-op advertisement
C) supplement
D) gatefold
E) circular
Answer: C
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

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12) Which of the following is NOT a main type of business magazine?
A) corporate
B) professional
C) farm
D) consumer
E) industrial
Answer: D
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

13) Which classification of business magazines presents stories and information about an entire
industry?
A) trade papers
B) regional magazines
C) professional magazines
D) vertical publications
E) horizontal publications
Answer: D
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

14) Nontraditional delivery of magazines is referred to as ________, meaning the magazine is

distributed free to specific audiences.
A) uncontrolled circulation
B) nonmeasured circulation
C) traditional circulation
D) discounted circulation
E) controlled circulation
Answer: A
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

15) Advertising in magazines is generally ________.

A) broadly targeted
B) highly targeted
C) interactive
D) local
E) reminder
Answer: B
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

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16) Normally, the largest unit of ad space that magazines sell is the ________.
A) full-page ad
B) double-page spread
C) gutter spread
D) bleed page
E) nonbleed page
Answer: B
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

17) The white space running between the inside edges of the pages of a magazine is known as
the ________.
A) gutter
B) byline
C) cover
D) gatefold
E) spread
Answer: A
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

18) A magazine page without outside margins, in which the color extends to the edge of the page,
is called a ________.
A) marginless page
B) gatefold
C) double-spread
D) full page
E) bleed
Answer: E
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

19) A single or double page in a magazine can be broken into a variety of units called ________.
A) gatefolds
B) fractional page space
C) segments
D) standard advertising units
E) cut-outs
Answer: B
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

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20) A(n) ________ is a special advertising page or section in a magazine that looks like regular
editorial pages but is identified by the word "advertising" at the top.
A) gatefold
B) house ad
C) advertorial
D) insert
E) supplement
Answer: C
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

21) ________ combines information on subscribers kept in a database with a computer program
to produce magazines that include special sections for subscribers based on their demographic
profiles.
A) Fractional page space
B) Ink-jet imaging
C) Selective binding
D) Desktop publishing
E) Custom publishing
Answer: C
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Information technology

22) Which technology allows a magazine to print personalized messages on ads or on inserts?
A) selective binding
B) desktop publishing
C) ink-jet imaging
D) one-order, one-bill
E) satellite transmission
Answer: C
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Information technology

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23) Directory advertising is described as ________ advertising because it tells people where to
go to get the product or service they want.
A) primary
B) secondary
C) directional
D) promotional
E) selective
Answer: C
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

24) What is the key difference between directory advertising and brand-image advertising?
A) Directory advertising reaches people who already know they have a need for the product or
service.
B) Directory advertising provides directions on how to use the product, but brand-image
advertising does not.
C) Directory advertising provides interactive maps with directions on how to find the retailer's
location.
D) Directory advertising is used in the initial stages of consumer decision making regarding a
purchase.
E) Directory advertising is more expensive than brand-image advertising.
Answer: A
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

25) Which of the following is NOT a type of broadcast radio?

A) public radio
B) satellite radio
C) Web radio
D) AM/FM radio
E) spot radio
Answer: E
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

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26) ________ can deliver the same radio stations, regardless of where the listener is in the
continental United States.
A) Satellite radio
B) Cable radio
C) Low-power FM
D) AM/FM radio
E) Public radio
Answer: A
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

27) Nonprofit radio stations that serve a small market with a reach of three to five miles are
known as ________.
A) cable radio
B) public radio
C) AM/FM radio
D) low-power FM
E) Web radio
Answer: D
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

28) ________ provides audio files downloaded or streaming through a website.

A) Satellite radio
B) Cable radio
C) Low-power FM
D) Web radio
E) Public radio
Answer: D
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Information technology

29) ________ relies on listener support and corporate sponsorship for most of its funding.
A) Satellite radio
B) Cable radio
C) Local radio
D) Web radio
E) Public radio
Answer: E
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

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30) The typical radio programming day is divided into five segments called ________.
A) listener groups
B) drive times
C) coverages
D) ratings
E) dayparts
Answer: E
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

31) Commercials set to music are known as ________.

A) musicals
B) lyricals
C) jingles
D) dual-coded
E) PSAs
Answer: C
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

32) Which is the largest category of radio advertising revenues?

A) network
B) national spot
C) local
D) satellite
E) web
Answer: C
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

33) A(n) ________ is a group of affiliated stations.

A) radio network
B) national syndicate
C) local network
D) AM network
E) FM network
Answer: A
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

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34) In which type of radio advertising does an advertiser place an advertisement with an
individual station?
A) network
B) spot
C) syndicated
D) AM
E) FM
Answer: B
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

35) Which of the following is NOT a national, over-the-air television network in the United
States?
A) Entertainment and Sports Programming Network (ESPN)
B) American Broadcasting Company (ABC)
C) Columbia Broadcasting System (CBS)
D) National Broadcasting Company (NBC)
E) Fox Broadcasting
Answer: A
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

36) Satellite television is a form of ________ television.

A) syndicated
B) underwritten
C) public
D) subscription
E) sponsorship
Answer: D
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Information technology

37) Cable News Network (CNN), the Disney Channel, and the Entertainment and Sports
Programming Network (ESPN) are known as ________.
A) cable networks
B) superstations
C) broadcast networks
D) affiliates
E) syndicated networks
Answer: A
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

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38) WTBS-Atlanta, WGN-Chicago, and WWOR-New York are all independent television
stations whose programs are carried by satellite to cable operators; they are known as ________.
A) cable networks
B) superstations
C) broadcast networks
D) affiliates
E) syndicated networks
Answer: B
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

39) Local television stations that are not affiliated with a network are known as ________.
A) disconnects
B) interconnects
C) spot stations
D) syndicated stations
E) independent stations
Answer: E
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

40) According to guidelines from the Federal Communications Commission, advertising

messages that appear on ________ do not ask for a purchase or make price or quality
comparisons.
A) online video
B) on-demand programming
C) independent stations
D) public television
E) subscription television
Answer: D
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

11
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41) Using ________, national advertisers buy local advertising on a city-by-city basis from local
television stations.
A) independent buys
B) spot buys
C) specialty buys
D) syndicated buys
E) underwriting
Answer: B
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

42) ________ programs can be sold to independent firms and other cable channels to replay as
reruns.
A) Syndicated
B) Network
C) Cable
D) Pay-per-view
E) On-demand
Answer: A
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

43) Interactive television creates the opportunity for ________ television.

A) addressable
B) high-definition
C) sponsorship
D) 3-D
E) on-demand
Answer: A
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Information technology

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44) What technology allows users to record television programs without the hassles of
videotape?
A) interactive TV
B) high-definition TV
C) digital video recorders
D) broadband recorders
E) digital enhancers
Answer: C
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Information technology

45) TiVo's capability to let users pause, do instant replays, and begin watching programs even
before the recording has finished is known as ________.
A) sweeping
B) zipping
C) time-shifting
D) zapping
E) spotting
Answer: C
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Information technology

46) In which type of network television advertising does the advertiser assume the total financial
responsibility for producing the program and providing the accompanying commercials?
A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placement
Answer: D
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

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47) In which type of network television advertising does a national advertiser pay for 10, 15, 20,
30, or 60 seconds of commercial time during one or more programs?
A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placements
Answer: A
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

48) Which type of television advertising appears in the breaks between programs, which local
affiliates sell to advertisers who want to show their ads locally?
A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placements
Answer: B
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

49) Movie theaters sell time at the beginning of their film showings for commercials called
________.
A) participations
B) captive showings
C) selective showings
D) trailers
E) sponsorships
Answer: D
Difficulty: Easy
Chapter LO: 12-4
Course LO: Describe the steps involved in developing an advertising campaign

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50) For advertisers, video games are primarily a medium to target which of the following
groups?
A) females ages 12 to 34
B) males ages 12 to 34
C) females ages 35 to 54
D) males ages 35 to 54
E) adults 55 and older
Answer: B
Difficulty: Moderate
Chapter LO: 12-4
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Information technology

51) ________ includes advertising on outdoor billboards, buses, posters on walls, telephone
booths and shopping kiosks, taxi signs, grocery store carts, blimps, and so forth.
A) Public media
B) Out-of-home media
C) Broadcast media
D) Transit media
E) External media
Answer: B
Difficulty: Easy
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign

52) ________ refers to billboards along streets and highways, as well as posters in other public
locations.
A) Outdoor advertising
B) Public advertising
C) Broadcast advertising
D) Transit advertising
E) Miscellaneous advertising
Answer: A
Difficulty: Easy
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign

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53) Which type of billboard is created by designers, printed in sections, and then shipped to an
outdoor advertising company that then applies the sections to the poster panel's face on location?
A) painted bulletin
B) printed bulletin
C) painted poster
D) printed poster
E) cutout
Answer: D
Difficulty: Moderate
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign

54) Which type of billboard is normally created onsite and can even be painted on the sides of
buildings, roofs, and natural structures, such as the side of a mountain?
A) painted outdoor bulletin
B) printed outdoor bulletin
C) painted outdoor poster
D) printed outdoor poster
E) outdoor extension
Answer: A
Difficulty: Moderate
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign

55) The cost of outdoor advertising is typically based on a(n) ________, which is a traffic count
of vehicles passing a particular location during a specified period of time.
A) impression
B) showing
C) resonance
D) reach
E) frequency
Answer: B
Difficulty: Easy
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign

56) ________ is seen by people riding inside buses, subway cars, and some taxis.
A) Interior transit advertising
B) Exterior transit advertising
C) Kiosk advertising
D) Outdoor advertising
E) Mobile advertising
Answer: A
Difficulty: Easy
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign

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57) Out-of-home advertising is ________ in that it targets people at specific locations.
A) directional
B) direct
C) indirect
D) situational
E) social
Answer: D
Difficulty: Moderate
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

58) ________ is mounted on the side, rear, or top exteriors of buses, subway cars, or taxis.
A) Interior transit advertising
B) Exterior transit advertising
C) Kiosk advertising
D) Outdoor advertising
E) Mobile advertising
Answer: B
Difficulty: Easy
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign

59) Through innovations in interactivity called ________, viewers are able to participate in
online advertising or to manipulate online ads by clicking or rolling over parts of the image.
A) search optimization
B) rich media
C) digital displays
D) social networking
E) micro-blogging
Answer: B
Difficulty: Easy
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Information technology

60) ________ are small ads on other Web pages that lure visitors to move to the advertised site.
A) Superstitials
B) Blogs
C) Minisites
D) Banner ads
E) Pop-ups
Answer: D
Difficulty: Easy
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Information technology

17
Copyright © 2015 Pearson Education, Inc.
61) The extra-long, skinny ads running down the right or left side of a website are called
________.
A) skyscrapers
B) borders
C) pop-ups
D) minisites
E) superstitials
Answer: A
Difficulty: Easy
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Information technology

62) Which type of Internet ads burst open on the computer screen in front of the opening page of
the website?
A) skyscrapers
B) pop-ups
C) minisites
D) superstitials
E) banner ads
Answer: B
Difficulty: Easy
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Information technology

63) Which type of Internet advertising allows advertisers to market their products on other
branded websites without sending people away from the site they are visiting?
A) minisites
B) off-line advertising
C) blogs
D) click-throughs
E) widgets
Answer: A
Difficulty: Moderate
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Information technology

18
Copyright © 2015 Pearson Education, Inc.
64) Which type of Internet advertising is thought of as "the Internet's commercial," designed to
work like TV ads?
A) minisites
B) superstitials
C) pop-ups
D) banner ads
E) skyscrapers
Answer: B
Difficulty: Easy
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Information technology

65) ________ are tiny computer programs that allow people to create and insert professional-
looking content into their personal websites and onto their TV screens.
A) Widgets
B) Superstitials
C) Banner ads
D) Skyscrapers
E) Minisites
Answer: A
Difficulty: Easy
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Information technology

66) ________ describes an approach to marketing that uses advertising driven by keywords that
consumers use to search for information.
A) Search marketing
B) Search placement
C) Key wording
D) Social marketing
E) Micro-blogging
Answer: A
Difficulty: Easy
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Information technology

19
Copyright © 2015 Pearson Education, Inc.
67) Why is search marketing so effective in reaching consumers?
A) The process minimizes competition.
B) The strategy is rarely used by large companies.
C) Ads are not perceived to be as intrusive as other types of marketing because consumers
initiate the search.
D) Search marketing appeals exclusively to Seekers.
E) Search marketing simplifies the purchase process.
Answer: C
Difficulty: Moderate
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Information technology

68) The success of an online ad is measured by ________.

A) showings
B) exposure
C) frequency
D) click-throughs
E) audiences
Answer: D
Difficulty: Moderate
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Information technology

69) ________ is the practice of maximizing the link between topics and brand-related websites in
an effort to drive more traffic to a company's site.
A) Search optimization
B) Search placement
C) Key wording
D) Rich media
E) Quick-response coding
Answer: A
Difficulty: Easy
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Information technology

20
Copyright © 2015 Pearson Education, Inc.
70) According to a recent study led by the agency Publicis, which of the following formats is the
most effective way to deliver video ads?
A) pre-roll
B) click-through
C) ad selector
D) pay-per-click
E) widget
Answer: C
Difficulty: Moderate
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Information technology

71) Newspapers are primarily used by advertisers trying to reach a national market.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

72) National advertisers are not heavy users of newspapers as an advertising medium because
each paper has its own size guidelines for ads, making it impossible to prepare one ad that would
fit every newspaper.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

73) One alternative that allows a national advertiser to pay the local rate is co-op advertising with
a local retailer.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

74) Advertisers who don't care where their ads run in the newspaper pay the nonpreferred-
position rate (NPR).
Answer: FALSE
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

75) The dominant form of newspaper advertising is classified advertising.

Answer: FALSE
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

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Copyright © 2015 Pearson Education, Inc.
76) Newspaper readership is always larger than circulation.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

77) The two main types of audiences that magazines target are consumer and business audiences.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

78) Business magazines target business readers and include trade papers, industrial magazines,
and professional magazines.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

79) A horizontal publication deals with a business function that cuts across industries.
Answer: TRUE
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

80) Selective binding allows a magazine to print personalized messages directly on ads or on
inserts.
Answer: FALSE
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

81) In general, the majority of magazine revenues come from advertising rather than
subscriptions.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

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Copyright © 2015 Pearson Education, Inc.
82) Directory advertising is described as directional advertising because it tells people where to
go to get the product or service they want.
Answer: TRUE
Difficulty: Easy
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

83) Public radio stations are considered noncommercial in that they rely on listener support for
most of their funding and that no commercial support is allowed by law.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

84) Radio is a highly segmented medium.

Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

85) Underwriting is a type of corporate sponsorship of public radio.

Answer: TRUE
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

86) Syndicated radio programs offer flexibility through their willingness to run unusual ads,
allow last-minute changes, and negotiate rates.
Answer: FALSE
Difficulty: Difficult
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

87) Morning drive time is the period when the most listeners are tuned in to radio programs.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

88) Currently, there are six national, over-the-air television networks in the United States: ABC,
CBS, NBC, Fox, WB, and UPN.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
23
Copyright © 2015 Pearson Education, Inc.
89) Television stations not affiliated with a network are known as independent stations.
Answer: TRUE
Difficulty: Easy
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

90) National advertisers sometimes buy local advertising on a city-by-city basis using spot buys.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

91) PBS is an attractive medium for advertisers because it reaches affluent, well-educated
households.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

92) TiVo is a substantial threat to marketers because it allows consumers to skip commercials
completely.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Information technology

93) A roadblock is an ad that is aired on multiple networks at exactly the same time.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

94) The price of a commercial is in part determined by the time of day it is scheduled to air.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

95) Participations are commercials that appear in the breaks between programs, which local
affiliates sell to advertisers who want to show their ads locally.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

24
Copyright © 2015 Pearson Education, Inc.
96) Typically, the cost of airing a trailer in a first-run theater is about the same as the cost of
airing a 30-second ad in prime time.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-4
Course LO: Describe the steps involved in developing an advertising campaign

97) Video games offer opportunities for product placement but not for advertising.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 12-4
Course LO: Describe the steps involved in developing an advertising campaign

98) Out-of-home advertising includes everything from billboards to hot air-balloons, including
ads on buses; posters on walls, telephone booths, and shopping kiosks; painted semi-trucks; taxi
signs; and skywriting.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign

99) The outdoor industry uses a system based on impressions, which refers to a standard unit for
space sales based on the opportunity a person has to see a particular outdoor board.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign

100) A banner ad that does not deliver a high level of response may still be effective in building
brand awareness.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Information technology

101) Advertisers trying to reach a wide audience often need to buy time on several radio stations,
which has been made easier by the "one-order, one-bill" system.
Answer: FALSE
Difficulty: Difficult
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

25
Copyright © 2015 Pearson Education, Inc.
102) One reason freestanding insert advertising is growing is because it allows advertisers
greater control over the reproduction quality of the advertisement.
Answer: TRUE
Difficulty: Difficult
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign

103) Consumers are more likely to see transit advertising in an urban environment than in a
suburban or rural environment.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign

104) The disadvantages of advertising in magazines include limited flexibility and lack of
immediacy.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign

105) An outdoor board with a showing of 85 in a suburban community reaches the same number
of people as an outdoor board with a showing of 85 in an urban community.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

106) Name and describe the three main types of newspaper advertising.
Answer: Types of newspaper advertising:
(1) Classified advertising: Advertising by individuals to sell their personal goods and advertising
by local businesses. These ads are arranged according to their interest to readers, such as "Help
Wanted," "Real Estate for Sale," and "Cars for Sale."
(2) Display advertising: Can be any size and can be placed anywhere in the newspaper except
the editorial page. Display advertising is further divided into two subcategories: local (retail) and
national (general).
(3) Supplements: These magazine-style publications are inserted into a newspaper, especially the
Sunday edition. Freestanding inserts are advertisements, such as the grocery ads, that are inserted
into the newspaper.
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

26
Copyright © 2015 Pearson Education, Inc.
107) Explain four advantages of advertising in magazines.
Answer: Students can discuss any four of the following advantages of magazines:
(1) Target audiences: Ability of magazines to reach highly segmented, specialized audiences.
(2) Audience receptivity: The editorial environment of a magazine lends authority and credibility
to the advertising.
(3) Long life span: People tend to read magazines at a comparatively slow rate, typically over a
couple of days, so they offer an opportunity to use detailed copy. In addition, magazines have
high reach potential because they are passed along to others.
(4) Format: Allows creative advertising variety through multiple pages, inserts, and other
features.
(5) Visual quality: Excellent because they are printed on high-quality paper that provides
superior photo reproduction.
(6) Messages: Good for complex messages.
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

108) Explain how directory advertising is different from brand-image advertising.

Answer: Directory advertising is described as directional advertising because it tells people
where to go to get the product or service they want. The key difference between directional
advertising and brand-image advertising is that directory advertising reaches prospects, people
who already know they have a need for the product or service; brand-image advertising seeks to
create a need. Directory advertising is the main medium that prospects consult once they have
decided to buy something they need or want.
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

109) Name and describe the three major types of radio advertising.
Answer:
(1) Network radio advertising: Radio advertising bought from national networks that distribute
programming and advertising to their affiliates. Network radio is a group of local affiliates
connected to one or more national networks.
(2) Spot radio advertising: Advertiser places an advertisement with an individual station rather
than through a network. Spot radio advertising makes up nearly 80 percent of all radio
advertising.
(3) Syndicated radio advertising: Program syndication has benefited network radio because it
offers advertisers a variety of high-quality, specialized, and usually original programs. Both
networks and private firms offer syndication, and advertisers value syndicated programming
because of the high level of loyalty of its audience.
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

27
Copyright © 2015 Pearson Education, Inc.
110) Name and describe the six types of common Internet advertising.
Answer:
(1) Banner ads: Small ads on other Web pages on which people can click to move to the
advertised website.
(2) Skyscrapers: Extra-long, skinny ads running down the right or left side of a website.
(3) Pop-ups and pop-behinds: Burst open on the computer screen either in front of or behind the
opening page of the website.
(4) Mini-sites (micro-sites): Allow advertisers to market their product without sending people
away from the site they're visiting.
(5) Superstitials: Thought of as "the Internet's commercial," they are designed to work like TV
ads.
(6) Widgets: Tiny computer programs that allow people to create and insert professional-looking
content into their personal websites and TV screens.
Difficulty: Difficult
Chapter LO: 12-5
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Information technology

111) A national advertiser would like to advertise more in newspapers, but there is a substantial
rate differential between national advertisers purchasing the same ad size as local retailers. On
average, the national advertisers must pay more than 60 percent more for the same space. What
can a national advertiser do to avoid this rate differential?
A) Use the "one-order, one-bill" ordering system because they've negotiated the rates down to
the local rates.
B) Use the "co-op" ordering system because they've negotiated the rates down to the local rates.
C) Advertise only in larger cities because newspapers in those markets do not charge a rate
differential.
D) Use co-op advertising, which is an arrangement between an advertiser and a retailer whereby
the retailer buys the ad at the local rate and the advertiser reimburses some or all of the costs.
E) There's really nothing a national advertiser can do to avoid the higher rate.
Answer: D
Difficulty: Difficult
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

28
Copyright © 2015 Pearson Education, Inc.
112) P&G is a major producer of consumer coupons and prefers to deliver them to consumers
through newspaper advertising. P&G is very concerned about the reproduction quality of the
advertisements, wants to command more attention than just another ad in the paper, and wants to
place different ads in different markets. Which type of newspaper advertising will meet P&G's
needs?
A) classified
B) display
C) supplements
D) co-op
E) preferred
Answer: C
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

113) Dole—the fresh banana, juice, and canned fruit company—has begun testing a glossy
magazine, Dole Fresh Choices, in the banana section of a grocery store in Houston and has plans
for more widespread distribution. The magazine, targeted toward female customers, offers
articles on health and nutrition. What type of magazine is this?
A) trade
B) industrial
C) professional
D) consumer
E) vertical
Answer: D
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

114) WLSU is the campus radio station at Louisiana State University. It is a nonprofit,
noncommercial station that serves a small market (i.e., the university community), with a reach
of three to five miles. WLSU provides a variety of music and informational programming, and
all LSU student, faculty, and staff performances are broadcast on this station. With respect to the
structure of the radio industry, WLSU is an example of ________.
A) public radio
B) cable radio
C) satellite radio
D) low-power FM
E) Web radio
Answer: D
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

29
Copyright © 2015 Pearson Education, Inc.
115) Rush Limbaugh is a conservative talk show host who is heard on hundreds of radio stations
around the country. Advertisers such as Select Comfort beds advertise on his program because of
the high level of loyalty of his audience. Local radio stations purchase the rights to air his
program on their stations. National advertisers can purchase advertising time from the program
provider or the local station, and local businesses usually purchase advertising during this show
from the local station. What type of radio advertising does this represent?
A) network radio advertising
B) spot radio advertising
C) syndicated radio advertising
D) news radio advertising
E) up-front radio advertising
Answer: C
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

116) WDAM is a local television station in Hattiesburg, Mississippi, that airs programming
provided from the National Broadcasting Company (NBC). This station has a contractual
relationship with NBC in which it agrees to carry programming originating from NBC during a
certain part of its schedule. WDAM is allowed to sell a small amount of time during this
programming to advertisers wishing to reach the local market, but the station typically pays NBC
30 percent of the fees it charges for this local advertising. However, WDAM receives 15 percent
of the advertising revenue paid to NBC by national advertisers. WDAM is known as a network
________.
A) affiliate
B) subscriber
C) agent
D) assistant
E) enabler
Answer: A
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

30
Copyright © 2015 Pearson Education, Inc.
117) Some have predicted that, in the future, television will allow consumers to purchase
products they see on a television show. For example, if you like the shirt a contestant is wearing
on The Voice, you will be able to click on the shirt to follow a link to a website that allows you to
purchase the shirt. When finished, you can pick up viewing the program where you left off. What
type of television delivery system or program option does this represent?
A) pay-per-view
B) high-definition TV (HDTV)
C) interactive television
D) e-commerce television
E) network cable
Answer: C
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

118) Starbucks is interested in radio advertising and wants to reach consumers at the best time of
day to get them to drive into a Starbucks location. Research has shown that 80 percent of
consumers drink the majority of coffee before going to work or on their way to work. What
daypart would you recommend Starbucks use to reach these consumers?
A) 6 to 10 a.m. (morning drive time)
B) 10 a.m. to 3 p.m. (daytime)
C) 3 to 7 p.m. (evening drive time)
D) 7 p.m. to midnight (nighttime)
E) midnight to 6 a.m. (all night)
Answer: A
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

119) Rain Forest Car Wash wants to start advertising to increase its business. Rain Forest is
looking for an advertising medium that will allow the company to advertise frequently yet still be
affordable. Rain Forest also wants the capability to change messages to reflect current conditions
that affect a car's appearance, such as the high level of pollen that settles on cars from one day to
the next. Based on this information, which advertising medium would you recommend for this
business?
A) transit
B) magazines
C) television
D) radio
E) outdoor billboards
Answer: D
Difficulty: Difficult
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge
31
Copyright © 2015 Pearson Education, Inc.
120) The New York Times wants to begin an advertising campaign using television to attract
more subscribers. The Times wants to reach an affluent, well-educated audience. One goal of its
promotion is to not appear to be asking for purchase, merely to make the publication more salient
in the minds of the target audience. Based on this information, which of the following delivery
systems or programming options would be best for the newspaper?
A) network television
B) public television
C) cable television
D) program syndication
E) interactive television
Answer: B
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

121) The outdoor board on the side of the highway with the message telling drivers that the
Holiday Inn Express is at the next exit best illustrates which advantage of outdoor advertising?
A) high-impact medium offering larger-than-life visuals
B) good situational medium
C) flexibility
D) reinforcement of a creative concept employed in other media
E) least expensive of all major media
Answer: B
Difficulty: Difficult
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

122) You are looking at the New York Times home page, and you click on the link for an article
you'd like to read. Before the page of the article appears, a twenty-second animated ad for
Hyundai appears. This is an example of a ________.
A) search optimization
B) pop-under
C) mini-site
D) pop-up
E) superstitial
Answer: E
Difficulty: Moderate
Chapter LO: 12-5
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

32
Copyright © 2015 Pearson Education, Inc.
123) You are looking at an eHow.com video for cleaning stains out of a shirt when you notice a
small ad for Febreze odor eliminator on the right-hand side of the page. When you click on the
ad, you move from eHow to a Febreze website. You have clicked on a ________.
A) widget
B) pop-under
C) mini-site
D) pop-up
E) banner ad
Answer: E
Difficulty: Moderate
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Analytical thinking

124) You are looking up hotel rates on the Internet. Alongside your search results, a message
reads, "Stay at Holiday Inn and get a 25 percent discount!" This is an example of ________.
A) search marketing
B) pop-unders
C) content sponsorship
D) pop-ups
E) superstitials
Answer: A
Difficulty: Moderate
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Analytical thinking

125) Which of the following is a challenge of advertising through online social networks?
A) Users may resent an intrusive marketing communication message.
B) Existing networks are resistant to advertising.
C) Most existing networks are already controlled by major corporations.
D) Virtual worlds will most likely replace social networks in the near future.
E) Measuring the frequency and volume of social network usage is difficult.
Answer: A
Difficulty: Difficult
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Application of knowledge

33
Copyright © 2015 Pearson Education, Inc.
Refer to the following passage to answer the questions below.

Allison works in the media department of a large advertising agency. Her biggest client is P&G,
a major manufacturer of consumer packaged goods that spends billions on consumer advertising
every year. Allison is putting together a media plan for P&G using a variety of media vehicles.

126) Allison's media plan calls for advertising in national newspapers. If P&G doesn't care where
its ads run in the newspaper, what rate will Allison request for her client?
A) run-of-paper (ROP) rate
B) display ad
C) supplement rate
D) classified rate
E) differential rate
Answer: A
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

127) The media plan also calls for magazine advertising, and the creative execution will have the
color extend to the edge of the page. What type of page will Allison need to purchase?
A) gatefold
B) back cover
C) double-page spread
D) bleed
E) gutterless
Answer: D
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

128) Allison learns that one magazine she is considering for P&G combines information on
subscribers kept in a database with a computer program to produce magazines that include
special sections for subscribers based on their demographic profiles. What is this known as?
A) selective binding
B) relationship management
C) undifferentiated distribution
D) ink-jet imaging
E) satellite transmission
Answer: A
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

34
Copyright © 2015 Pearson Education, Inc.
129) The bulk of P&G's television advertising is 30-second commercials that air nationwide
during several different programs every day of the week. What type of television advertising is
this?
A) sponsorship
B) participations
C) spot announcements
D) on-network syndication
E) specialty television
Answer: B
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

130) P&G is concerned that some of the controversial programming on television today hurts its
brand's image if the company advertises during that type of programming. Allison suggests that
P&G develops its own family-friendly programming, assuming the total financial responsibility
for producing the program and providing the accompanying commercials. What form of
television advertising would P&G be undertaking?
A) sponsorship
B) participations
C) spot announcements
D) on-network syndication
E) specialty television
Answer: A
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

131) The beginning of the chapter describes the insurance company Aflac and the success of its
advertising campaign. How did the company bring brand awareness from 10 percent to more
than 90 percent and increase profits?
Answer: The company initially increased brand recognition through the comedic commercials
featuring the Aflac duck. After the television advertisements increased brand identification, the
company used a combination of traditional and interactive media, transferring the image of the
Aflac duck so well established on television to other media.
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

35
Copyright © 2015 Pearson Education, Inc.
132) Lion's Choice restaurant is launching its first national newspaper advertising campaign. The
ads will be placed in over 2,000 local, state, and national newspapers over six weeks. How can
the company use the same advertisement for every newspaper?
Answer: The standard advertising unit (SAU) system, created by the American Newspaper
Publishers Association and the Newspaper Advertising Bureau, allows an advertiser to select one
of 56 standard ad sizes that will work in every newspaper in the country.
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

133) What advantages do the Yellow Pages bring to consumers and sellers?
Answer: The Yellow Pages are specifically designed to reach consumers when they are thinking
about a purchase. It is a medium in which consumers voluntarily seek out ads. It is considered a
trustworthy media by consumers.
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

134) Seasons is a new restaurant opening in town, and the owners know they should advertise to
attract customers. Based on what you learned in this chapter, recommend some media options for
this restaurant.
Answer: Students can answer in a variety of ways, but their answers should demonstrate
knowledge of traditional media concepts covered in this chapter. For example, because this is a
local restaurant, newspapers, out-of-home, local radio, and directory advertising would be most
appropriate.
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

135) Carla works in the student activities office of her university and was given the task of
finding a way to better inform students of upcoming activities and events. It's a rather large
university with a bi-weekly newspaper and student FM radio station. Give Carla some
suggestions on how she might accomplish this.
Answer: Because Carla is trying to reach a targeted audience, students attending the university,
she needs to determine the best media to reach them. Two obvious media vehicles are the student
newspaper and the university radio station. Another medium that might be useful is out-of-home
media, such as kiosks and posters. Also, if there is a bus route through the campus, transit
advertising, both interior and exterior, would be appropriate.
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

36
Copyright © 2015 Pearson Education, Inc.
136) The Secret Gallery is a unique gift and home accessories store that recently opened. The
owners want to advertise their business and are looking for an advertising medium that will
allow them to advertise frequently and at a low cost to women aged 18 to 45. They want to get
the audience curious about the unique offerings and get them imagining the beauty they can
expect when they visit the store. Based on this information, recommend the appropriate medium
for advertising.
Answer: Radio would probably be most appropriate because advertisers can easily build
frequency through repetition. Based on the nature of the medium, reminder messages,
particularly jingles and other musical forms, are easier to repeat without becoming irritating. It is
also a medium that uses words, sound effects, music, and tone of voice to enable listeners to
imagine their own pictures.
Difficulty: Difficult
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

137) Ruth was watching public television and noticed that there were commercial messages. She
always thought that public television was commercial-free. Is that true? Explain your answer.
Answer: Although many people still consider public television to be commercial-free, in 1984
the FCC liberalized its rules and allowed the public broadcasting system (PBS) stations some
leeway in airing commercial messages, which are called program sponsorships. The FCC says
these messages should not make a call to action (ask for a purchase) or make price or quality
comparisons.
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

138) What are the advantages of advertising through movie trailers?

Answer: Movie trailers play to a captive audience with their attention on the screen; the
attention level is higher for these ads than for almost any other form of commercials.
Difficulty: Moderate
Chapter LO: 12-4
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

37
Copyright © 2015 Pearson Education, Inc.
139) To announce the expansion of a Louis Vuitton flagship store in the center of Hong Kong's
luxury shopping district, the marketer made a building resemble an LV hard-case canvas trunk,
with brass fittings and a cherry monogram print from the summer collection. The 3D ad is 26
feet high and 151 feet by 59 feet wide. Describe the type of advertising medium this represents
and the advantages of it.
Answer: Out-of-home advertising includes everything from billboards to hot-air balloons, and a
building fits in this category. This probably best represents a painted bulletin with the entire
building being the medium.
Difficulty: Moderate
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

140) What are some of the ways to ensure effective outdoor advertising as discussed in the
chapter?
Answer: The chapter discusses eight tips for outdoor advertising:
(1) Frequency of exposure: Build brand image through frequent exposure over an extended
period of time.
(2) Brand image touch-up: Shifting a brand's image to stay relevant.
(3) The power of the visual: Visually creative images to entice consumers.
(4) A friend in the neighborhood: Building relationships with consumers.
(5) Brand image build-up: Long-term branding leads to a positive consumer attitude.
(6) Speaking the language of consumers: Brands serve as a form of consumer communication
shorthand.
(7) Clarity of focus: Normally the shorter the copy, the more effective the message.
(8) A gigantic canvas: Successful outdoor advertisers use the "giant canvas."
Difficulty: Moderate
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

141) How can a company increase the click-through response to its banner ads?
Answer: The best way to increase click-through rates is to advertise on a site that is related and
relevant to the advertised product. Another way to increase click-through is to make the ads
entertaining.
Difficulty: Moderate
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Application of knowledge

38
Copyright © 2015 Pearson Education, Inc.
142) Jim was looking for information on jet skis because he was interested in buying one. He
went to the Internet and "googled" the key words jet skis. Several results were returned, and he
noticed that there were several "sponsored links" to businesses selling jet skis and accessory
items along the top and right side of the search results page. In fact, "Honda Jet Ski Deals" was
in blue along the top, and when Jim clicked on it, it took him to Honda Motorcycle's website
where he could get more information on Honda jet ski products. What is Google, and how do
marketers get these "sponsored links" on the results pages?
Answer: Google is an Internet search engine that Internet users use to find information. These
Internet tools use keywords, such as topics (i.e., jet skis) or company or brand names, to compile
a collection of information relating to that word. One search engine role is to provide a site on
which advertisers can place ads. The phrase search marketing describes an approach that relies
on actions initiated by consumers. Because they are searching for a particular topic, websites and
the ads on them are not perceived to be as intrusive as other forms of advertising.
Difficulty: Difficult
Chapter LO: 12-5
Course LO: Discuss how marketers can develop a safe and effective online presence
AACSB: Application of knowledge

Refer to the following passage to answer the questions below.

Haley and Lauren, who recently graduated with MBAs, are opening a new shoe boutique called
The Pampered Soul in Hattiesburg, Mississippi, which is classified as a Metropolitan Statistical
Area (MSA) with more than 100,000 people. It's also home of The University of Southern
Mississippi. Haley and Lauren will offer national brands of shoes that are not available in the
department stores in the mall, and their primary target market will be women ages 18 to 35.
They've rented a location on the main street in front of the USM campus. The owners realize that
most of their business will come from within a five-mile radius and want to limit their
advertising to those potential customers. They have a modest budget for advertising, so they
want to get as much out of it as they can.

143) Haley and Lauren are thinking about advertising in the local newspaper, the Hattiesburg
American, but they don't have a basic understanding of advertising in newspapers. Provide a
brief overview of the types of advertising in newspapers, noting which would be most
appropriate for them.
Answer: There are three types of advertisements found within the local newspaper: classified,
display, and supplements. Classified advertising is usually done by individuals to sell their
personal goods as well as by local businesses. The dominant form of newspaper advertising is
display advertising, which can be placed anywhere in the paper except the editorial page. Finally,
newspaper supplements can carry both national and local advertising and are usually produced
by independent publishers that sell their publication to newspapers. Display advertising would be
most appropriate for this business.
Difficulty: Difficult
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

39
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144) Haley and Lauren recall learning something in their marketing class about an arrangement
between manufacturers of national brands and local businesses with respect to advertising. Name
and describe this arrangement.
Answer: This arrangement is referred to as co-op advertising. This is an alternative that allows
the national advertiser to pay the local rate. It is an arrangement between the advertiser and the
retailer whereby the retailer buys the ad and then the manufacturer pays half, or a portion,
depending on the amount of space the manufacturer's brand occupies.
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

145) Haley and Lauren want to hold a special event for the USM college women in an attempt to
get them into their store. Would advertising in the local newspaper be a good advertising medium
to make them aware of the special event? Why or why not?
Answer: No, because one of the disadvantages of newspapers is limited coverage of certain
groups. Although newspapers have wide market coverage, certain market groups are not frequent
readers. The under-20 age group and college students are not frequent readers of newspapers, but
the campus newspaper might be a good option.
Difficulty: Difficult
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

146) Haley and Lauren are trying to figure out how many people will see their newspaper
advertisements. They saw that the Hattiesburg American had very different numbers for
readership and circulation. Why is that?
Answer: Circulation refers to how many copies of the newspaper are distributed. Readership
refers to how many people actually read it. The readership number is always larger because when
a paper is delivered to a home or office, it is often read by more than one person.
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

147) Haley and Lauren want to make sure that customers know how to find their business.
Which medium is most appropriate for providing consumers information on where to purchase
the shoes they are looking for?
Answer: Directory advertising is best because it is directional advertising telling people where to
go to get the product or service they want. Haley and Lauren could purchase an ad in the Yellow
Pages, which lists all local and regional businesses that have a telephone number. They could
also advertise in a specialty directory, such as the campus directory.
Difficulty: Moderate
Chapter LO: 12-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

40
Copyright © 2015 Pearson Education, Inc.
148) Haley and Lauren want to learn more about the audiences of the local radio stations in
Hattiesburg. Name a company that provides audience data for these media.
Answer: The major audience-rating service for radio is Arbitron. Arbitron estimates the size of
the radio audience for more than 250 markets in the United States.
Difficulty: Difficult
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Analytical thinking

149) Explain why Haley and Lauren should consider traditional radio advertising.
Answer: A traditional radio station serves a local market, which fits the geographical market for
The Pampered Soul. Radio is also highly segmented based on special interests, which would
allow Haley and Lauren to present their brand message to a more tightly targeted market.
Difficulty: Moderate
Chapter LO: 12-2
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

150) Discuss some out-of-home advertising vehicles that might be appropriate for this business.
Answer: The out-of-home vehicles appropriate for this business could include outdoor
advertising, such as billboards, an on-premise sign, posters (perhaps around campus), kiosks (if
available on campus, for example), and perhaps transit advertising.
Difficulty: Difficult
Chapter LO: 12-3
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Application of knowledge

41
Copyright © 2015 Pearson Education, Inc.