Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix. Included below are several short excerpts from the booklet. Please complete the missing part of each excerpt, based on your study of the chapter. Among advertising agencies, the client's agency of record is the one chosen by the client
specifically to:
a. gather all data necessary to measure media exposure..
b. coordinate creative efforts for the firm..
c. purchase all time and space..
d. keep records of all ongoing research efforts..
Question 2With the addition of new channels like mobile apps and other new technologies,:
a. advertising is no longer a paid attempt to persuade.
b. firms spend relatively smaller amounts of money on traditional advertising.
c. advertising is no longer a primary marketing mix tools that contribute to revenues.
d. e-commerce and m-commerce has changed the way people shop.
Question 3Stretching capacity involves a temporary adjustment that does not result in a permanent, long-term increase in capacity resources.
Indicate whether the statement is true or false
Question 4Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix. Included below are several short excerpts from the booklet. Please complete the missing part of each excerpt, based on your study of the chapter. The metric known as a given period.
a. cost per thousand
b. share of voice
c. net volume
d. gross impressionsmeasures how much conversation about a brand occurs on the Web in
Question 5A certain form of a commercial message is seen by courts as artistic speech, not as the less protected commercial speech.. , therefore, gets more First Amendment protection than ordinary advertising does.
a. Print ads
b. Radio slots
c. The information on a product label
d. Branded entertainment
Question 6Chasing demand by stretching capacity is always a good idea.
Indicate whether the statement is true or false
Question 7Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix. Included below are several short excerpts from the booklet. Please complete the missing part of each excerpt, based on your study of the chapter. Which media delivers the largest audiences at the lowest cost? This is determined by calculating
the ratio of the cost of the media buy to the total audience and then multiplying it by 1,000 . This is known as:
a. share of voice per thousand..
b. net promoter score..
c. net volume..
d. cost per thousand..
Question 8Which of the following is true of branded entertainment?
a. It blends advertising and integrated brand promotion with entertainment.
b. It is a subset of product placement.
c. It uses solely television programming to create entertainment.
d. It is also known as consumer-generated content.
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