Exam 2

Question 1

Which of the four basic studies examines the penetration levels of magazines and newspapers in various markets?
Circulation
Readership
Management
Website Usability

Answer 1

Circulation

Question 2

According to the YouTube video that describes Nielsen’s rating system, how often is information collected?
Every night
Once a week
Once a month
People self-report

Answer 2

Every night

Question 3

What is Nielsen’s television measurement based on?
Audio
Screen-capturing
Netflix reports to Nielsen
Nielsen researchers interview the respondents

Answer 3

Audio

Question 4

Which copy testing dimension focuses on respondents’ attitudes?
Affective dimension
Conative dimension
Cognitive dimension
Physical dimension

Answer 4

Affective dimension

Question 5

Reach is the number of exposures to the same message that each household receives.
True
False

Answer 5

False

Question 6

When measuring web advertising, reliability is a challenge.
True
False

Answer 6

True

Question 7

Which of the following psychological tests are frequently used to measure affective dimension?
Pupilometer tests
Galvanic skin responses
EKG
All of the above

Answer 7

All of the above

Question 8

What is a modern day example of a people meter?
National surveys
Family subscription plans
Netflix profiles
Life360 circles

Answer 8

Netflix profiles

Question 9

Which of the following is called an iterative model according to the textbook?
Decision calculus
Stepwise analysis
Conative dimension
Cognitive dimension

Answer 9

Stepwise analysis

Question 10

Readership studies provide data about everything except?
Who reads a publication
What items are read
Uses and gratification
Aspects of the delivery

Answer 10

Aspects of the delivery

Question 11

Which one of the following correctly defines the main purpose of readability studies?
Readability studies look at management structure and the impact of consolidation of ownership on newspaper and magazine content and quality
Readability studies examine the various aspects of the delivery and pricing systems
Readability studies examine the usability of newspaper and magazine websites
Readability studies investigate the textual elements that affect comprehension of a message

Answer 11

Readability studies investigate the textual elements that affect comprehension of a message

Question 12

The continuing competition between radio and television and radio for audiences and advertisers during the past three decades has spurred the growth of private-sector research.
True
False
Cannot be determined

Answer 12

True

Question 13

What is NOT an example of a qualitative research technique that is becoming popular with advertising researchers?
Projective tests
Diaries
Directed observation
Pretest/posttest

Answer 13

Pretest/posttest

Question 14

You can volunteer to be a part of the Nielsen ratings family.
True
False

Answer 14

False

Question 15

Who are Pookie and Jett?
Social media influencers
A media ratings system
A company like Nielsen and Arbitron
Test subjects of a famous study

Answer 15

Social media influencers

Question 16

Which of the following is true?
Netflix is classified as a nonprofit organization because it donates some of its profits to charities
Netflix content selection and recommendation strategy is trained by traditional media
Netflix content selection and recommendation strategy gives us diverse perspectives
Netflix has agreed not to track our personal information to maintain confidentiality

Answer 16

Netflix content selection and recommendation strategy is trained by traditional media

Question 17

Love island app, as discussed in class uses the:
People meter
Audimeter
Diary
Telephone coincidental

Answer 17

People meter

Question 18

Electronic media research studies fall into two main categories:
Ratings and frequency research
Circulation and readership
Ratings and share study
Ratings and non ratings

Answer 18

Ratings and non ratings

Question 19

When collecting data from the audience to obtain radio ratings data, what kind of methods does Arbitron not use?
Portable people meter
Personal interview
Telephone survey
Diaries

Answer 19

Personal interview

Question 20

According to the lecture, which of the following physiological tests are becoming more popular over the past five years? (Hit, hannah used in tobacco research)
Brain wave analysis
Galvanic skin response
Eye tracking tests
Pupilometer tests

Answer 20

Eye tracking tests

Question 21

Gross rating points (GRPs) are found by doing which of the following?
Multiplying a station’s reach by its average frequency
Contacting the Federal Communication Commission
Searching databases of one of the many reputable GRP firms
GRPs are promotional hyperbole, with no standard way of finding them

Answer 21

Multiplying a station’s reach by its average frequency

Question 22

In the cognition dimension of advertising research, researchers study all except:
Behavior
Attention
Exposure
Recognition

Answer 22

Behavior

Question 23

Who won the 2024 U.S. presidential election (based on the electoral college)?
Kamala Harris
JD Vance
Tim Walz
Donald Trump

Answer 23

Donald Trump

Question 24

Who conceded on Wednesday 11/6/2024
JD Vance
Donald Trump
Tim Walz
Kamala Harris

Answer 24

Kamala Harris

Question 25

As of 2002, who were the two most visible organizations that measure the internet audience?

Answer 25

Nielsen and Arbitron

Question 26

Who invented precision journalism? dta driven journalism

Answer 26

Philip Meyer

Question 27

What technique is not used to study affective dimension? Projective tests Theater testing Socio-psychological tests Semantic differential scale

Answer 27

Socio-psychological tests

Question 28

As discussed in class, how do your favorite TV shows and movies reach you? All the options are correct Nielsen TV ratings Netflix user profiles

Answer 28

All the options are correct

Question 29

What is a TV rating? An evaluation of the quality of programming A percentage of households watching tv A percentage of all tv households watching a particular show A cost-effective CPM

Answer 29

A percentage of all tv households watching a particular show

Question 30

Nielsen’s diary methodology is used in each of the 200+ television markets in the United States in four different months. Which of the following are they? Nov-Dec-Jan-Feb May-June-July-Aug Nov-Feb-May-July June-July-Aug-Dec

Answer 30

Nov-Feb-May-July

Question 31

As discussed in class, which of the following is false? Traditional media are spreading disinformation to their viewers If you are viewing channels with more extreme content, you are more likely to have extreme views Those who tend to speak on political issues tend to be more extreme The media failed to fact-check the presidential debate this year

Answer 31

The media failed to fact-check the presidential debate this year

Question 32

Uses and gratifications research comparing print and online publications has shown The print version fulfills more gratifications than online The online version fulfills more gratifications than print All gratifications associated with the print version are also served by the online version Both the print and online versions leave many gratifications unfulfilled

Answer 32

All gratifications associated with the print version are also served by the online version

Question 33

To measure readability, researchers use several formulas such as: Fog Index Likert scale Holsti’s percentage of agreement Interquartile Range

Answer 33

Fog Index

Question 34

Deleting certain words from a passage is the technique used by The Flesch Readability index Likert scaling The Fog Index Cloze procedure

Answer 34

Cloze procedure

Question 35

Paw Patrol is a popular children's television program. Researchers ask children who like popular children's shows to rate on a smiley face scale how much they like the jokes (comedy) in Paw Patrol. Children are also asked to write an open ended response to the question: "What do you like about Paw Patrol?" Digital Diary Questionnaire Empirical • All of the options are correct

Answer 35

All of the above

Question 36

What type of method(s) of data collection is this? Digital Diary Questionnaire All of the options are correct Empirical

Answer 36

All of the options are correct

Question 37

Web advertising has shifted from the traditional banner ad to new forms. Which is not one of these new forms? Text-oriented ads Large square and rectangular ads Pop-up ads Skyscraper ads

Answer 37

Skyscraper ads

Question 38

In the tobacco educational advertisement we watched in class, which featured a person purchasing a pack of cigarettes, which of the following things happened? The customer used pliers to pull out one of their teeth. The cashier informed the customer that the price of a pack of cigarettes is $8.00 in the U.S. The cashier informed the customer that smoking cigarettes causes cancer. The customer started breakdancing after the cashier reduced to sell cigarettes.

Answer 38

The customer used pliers to pull out one of their teeth.

Question 39

The following statements concern campaign assessment research. Which is correct? Campaign assessment research builds on political campaign strategy and media research. Pretest/posttest studies typically use personal interviews to collect data. There are three kinds of assessment research. Tracking studies also rely on personal or Internet surveys as their main data collection devices.

Answer 39

Pretest/posttest studies typically use personal interviews to collect data.

Question 40

After users finish streaming a specific show they are given a questionnaire asking them open-ended questions about what they enjoyed about the show. This is an example of People meter Diary Telephone coincidental Audimeter

Answer 40

Diary

Question 41

Four physiological tests are frequently used to measure the affective dimension. All of the following are physiological tests except: Galvanic skin response Brain wave analysis Pupilometer test EKG

Answer 41

Brain wave analysis

Question 42

All of the following measure readership except: Perception test Aided recall Recognition Unaided recalli

Answer 42

Perception Test

Question 43

Choose the correct statement regarding Internet advertising. Reliable data on who is looking at web pages and banner advertising are important for advertisers because they are reluctant to invest money on net advertising without such data. Internet ratings firms face a difficult problem in buying ratings software As of 2002, the two most visible organizations that measure the Internet audience are Nielsen/net and Arbitron: The first attempts to monitor web page traffic consisted of software programs that measured the number of banner ads and the speed of server

Answer 43

As of 2002, the two most visible organizations that measure the Internet audience are Nielsen/net and Arbitron: