Download Electronic Media: Then, Now, and Later 3e Norman J. Medoff and

Electronic Media: Then, Now, and Later 3e
Norman J. Medoff and Barbara K. Kaye
TEST BANK: Chapter 7
True/False
1. Channel surfing, zipping, and zapping are disadvantages of advertising on broadcast TV but
not on cable TV.
False
2. New technologies have transformed advertising from “nonpersonal” and “mass mediated” into
an “art of engagement.”
True
3. The first advertising agency was opened by Volney B. Palmer in Boston.
True
4. Program sponsorship would have prevented the quiz show scandals in the 1950s.
False
5. Broadcast advertising allows audiences to be targeted much more selectively than cable
advertising does.
False
6. Advertising serves social, economic, and educational purposes.
True
7. National spot ads are those airing when a national advertiser buys time on a network of radio
stations.
False
8. One of radio advertising’s strengths is that radio is a background medium.
False
9. Television commercials are aired in groups called clusters or pods.
True
10. The term market in upfront markets, scatter markets, and opportunistic markets refers to time
frames.
True
11. The FCC requires programmers to disclose placement sponsors in the show’s credits.
True
12. Dollar for dollar, television is one of the most affordable advertising media.
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False
13. Spam is one form of Internet advertising.
True
14. In behavioral targeting, a user’s online activity, including searches, is tracked so that ads can
be tailored to the user’s interests.
True
15. One of the disadvantages to Internet advertising is that updating/changing the copy and
graphics of online ads takes a long time.
False
Multiple Choice
16. What is the relationship between marketing and advertising?
A. Advertising is a function of marketing.
B. Marketing is a subcategory of advertising.
C. Advertising and marketing are the same thing.
D. none of the above
17. On which of the following have advertisements been found?
A. Babylonian clay tablets
B. Egyptian papyrus
C. the Boston Newsletter in 1704
D. all of the above
18. Radio advertising was born in
A. 1919, when KDKA aired an advertisement for Westinghouse receivers.
B. 1926, when General Mills produced a “jingle” for Wheaties.
C. 1922, when WEAF aired 10 minutes of time paid for by a real estate developer.
D. none of the above
19. When radio sponsors produced a program,
A. the radio station was a partner in the production team.
B. the network was a partner in the production team.
C. the radio station did not control the program content.
D. both A and B
20. Spot advertising is also known as
A. magazine-style advertising.
B. participation advertising.
C. both A and B
D. none of the above
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21. A program containing ads for a variety of products and brands is supported by
A. sponsorship.
B. spot advertising.
C. cluster advertising.
D. both B and C
22. Which of the following is an example of image advertising?
A. Whole Foods is committed to organic and sustainable products.
B. Kellogg’s Corn Flakes taste great.
C. Campbell’s Soup is mm-mm-good.
D. both B and C
23. More cable channels can lead to
A. increased revenues for broadcasters.
B. higher ratings/shares.
C. audience fatigue.
D. audience fragmentation.
24. Advantages of ____ advertising include local, flexible, low advertising cost, high reach.
A. radio
B. television
C. cable
D. Internet
25. Advantages of ____ advertising include select audience, upscale, variety, local advantage.
A. radio
B. television
C. cable
D. Internet
26. Advantages of ____ advertising include targeting consumers, prestige, and worldwide
marketplace.
A. radio
B. television
C. cable
D. Internet
27. Product placement occurs when
A. a shot is carefully framed so the product is located in the video “sweet spot.”
B. companies pay to have their product used in or visible in a scene.
C. an audio cue highlights each appearance of the product in an advertisement.
D. none of the above
28. Which is an example of a PSA?
A. Cindy Crawford drinking Pepsi
B. “Friends don’t let friends drive drunk”
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C. Volvo manufactures safe automobiles
D. Pizza Hut offering $5.00 pizzas—online only, and only for 24 hours
29. Buzz marketing often appears to be
A. native advertising.
B. word-of-mouth endorsements.
C. product placement.
D. none of the above
30. A form of online advertisement running down a vertical column on the browser window is
A. banner ad.
B. interstitials.
C. extramercial.
D. skyscraper ad.
31. Which of the following are rich-media ads?
A. interstitial
B. corner peel
C. floating ads
D. all of the above
32. An advertising agency that can plan, research, create, produce, and place ads is a
A. full-service agency.
B. creative boutique.
C. media-buying service.
D. none of the above
33. An advertising agency that is staffed with copyrighters, artists, and producers but not media
buyers is a/n ___.
A. full-service agency
B. creative boutique
C. interactive agency
D. none of the above
34. These agencies create and maintain client websites, create and place banner ads, and more.
A. DFADs
B. creative boutiques
C. interactive/cyber agencies
D. none of the above
35. Which statement is true of the FTC?
A. It regulates deceptive advertising.
B. It promotes and supports a free marketplace.
C. It issues sanctions when deceptive advertising is found.
D. all of the above
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