test 4

Question 1

An advertiser can buy ads over the full schedule of a channel because cable networks typically aim their overall programming to relatively specific audiences.

Answer 1

true

Question 2

Television is the cheapest way to deliver certain kinds of messages to large, well-defined audiences.

Answer 2

false

Question 3

Spot ads are harder to buy than network ads.

Answer 3

true

Question 4

National spot announcements are less expensive than participations and less flexible than network advertising.

Answer 4

true

Question 5

In terms of television dayparts, daytime television tends to be viewed most heavily by women.

Answer 5

true

Question 6

The total number of different people who listens to a radio station for at least twenty mins a day are called cume persons.

Answer 6

false

Question 7

The commercials on the radio are referred to as spots.

Answer 7

false

Question 8

The Internet is a global network of devices that communicate with one another through protocols.

Answer 8

true

Question 9

In the context of traditional media, time and space are not limited resources.

Answer 9

false

Question 10

On the internet, cookies indicate which advertisers are included as a third-party ad.

Answer 10

false

Question 11

Spam generally refers to unsolicited, mass e-mail advertising for a product or service that is sent by an unknown entity to purchased mailing list or newsgroup.

Answer 11

true

Question 12

Interactive TV technology includes digital video recorders and interactive remove controls

Answer 12

true

Question 13

One key to success in viral marketing is to present an offer with real perceived value that people want to share with others.

Answer 13

true

Question 14

Consumers connect with brands via social media because they believe that brands can facilitate connection.

Answer 14

true

Question 15

Facebook is the leading social media platform in terms of use.

Answer 15

false

Question 16

Wikis allow a community to create, edit, or delete content.

Answer 16

true

Question 17

Social media brand communication tends to be more tactical, rapid, and responsive than traditional media.

Answer 17

true

Question 18

Twitter is an example of a microblog

Answer 18

true

Question 19

Forums are typically sections of sites that connect individuals around a specific topic.

Answer 19

true

Question 20

User-generated content is any published content that is created by social media users, not a company.

Answer 20

true

Question 21

In the _____ phase of the television commercial production process, the film editor, sound mixer, and director actually put the commercial together.

Answer 21

postproduction

Question 22

Mathieu works for a small broadcast television station. Because the station is small, what will it likely lack?

Answer 22

a local news show

Question 23

An automobile company fully funds the production of a television special. This advertiser is engaging in

Answer 23

Sole Sponsorship

Question 24

What is a disadvantage of network advertising?

Answer 24

long lead times

Question 25

What is an advantage of radio advertising?

Answer 25

It offers an excellent combination of reach and frequency

Question 26

Since _______ is a mobile medium, it is especially good way to reach people who commute to work in their car.

Answer 26

Audio

Question 27

What is an accurate description of a centralized network?

Answer 27

In this system, a hub like a TV station distributes content to many recievers.

Question 28

One of the differences between the Internet and traditional media is that

Answer 28

with the Internet, content can be consumed at any time

Question 29

According to the Pew Internet & American Project Life Study, what has been one of the biggest changes in the past five years regarding Internet use?

Answer 29

more people accessing the Internet via phone rather computer

Question 30

Mind First, an Internet publisher for mental health content, charges advertisers based on click-throughs. This means that clients need to pay

Answer 30

when a user actually clicks on a banner ad to visit the advertiser's landing page

Question 31

A website for rock climbing enthusiasts has a banner ad on its home page for a retailer of climbing gear. When consumers purchase gear through this link, the site publisher receives a percentage of the sale for showing the banner. This is an example of

Answer 31

affiliate marketing

Question 32

Google is an example of a(n)

Answer 32

search engine

Question 33

Craigslist is an example of a________ ad website

Answer 33

classified

Question 34

___________ are forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content

Answer 34

social media

Question 35

Drake is attempting to use social media to generate positive engagement and trust with consumers. What best practice should he use?

Answer 35

be authentic

Question 36

Which type of social media content creator would use WordPress?

Answer 36

someone who writes a blog

Question 37

Vicki uses Microsoft Teams to share a draft of a report with Kurian so he can provide feedback. What core social media function are they using?

Answer 37

collaborate on content creation

Question 38

What is the primary motivation for social media use?

Answer 38

interacting with friends and family

Question 39

Unlike social media, traditional media

Answer 39

consist of 80 percent planning and 20 percent execution

Question 40

What is a core social media function?

Answer 40

collaborate on content creation