Question 1: USA Today, Sports Illustrated, and Tonight Show with Jay Lenoare all examples of:
- media strategies.
- media that have sweeps periods.
- media vehicles.
- communications decoders.
- physical distribution channels.
Question 2: _____ is the measure of the number of different audience members exposed at least once to a media vehicle.
- Frequency
- Reach
- Viewer number
- Coverage
- Exposure
Question 3: _____ are plans of action designed to obtain specific media objectives.
- Sweeps periods
- Programs ratings
- Media strategies
- Media vehicles
- Recency planning
Question 4: _____ is the number of times a receiver is exposed to a message in a given time period.
- Potency
- Reach
- Coverage
- Frequency
- Mediatronics
Question 5: The media plan is a guide for:
- development of specific creative objectives.
- media selection.
- sales and marketing forecasts and potentials.
- marketing research activities.
- observation studies.
Question 6: A commercial that places the strongest points at the end of the message assumes a ____, whereby the last arguments presented are the most persuasive.
- recency effect
- primacy effect
- sleeper effect
- credibility effect
- compliance hierarchy
Question 7: A(n) _____ doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad.
- direct source
- indirect source
- message shaper
- source mirage
- source echo
Question 8: The tendency of a commercial to lose its effectiveness when it is seen repeatedly by viewers is known as:
- repetition.
- the qualitative effect.
- wearout.
- commercial reactance.
- frequency overexposure.
Question 9: Which of the following statements is true about the use of corporate leaders as advertising spokespersons?
- Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service.
- Only major Fortune 500 type companies use corporate leaders as spokespersons.
- The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual.
- Corporate spokespersons are ineffective for consumer products.
- Corporate spokespersons improve the message source image but have no effect on its trustworthiness.
Question 10: The _____ score indicates the percentage of the people who have heard of the endorser or the performer.
- Familiarity
- attractiveness
- Similarity
- one of my favorites
- Q rating