What is the difference between an agency of record and a media buying service?
a. There is no difference between the two as they both are responsible for buying media time and space and reselling it to advertisers.
b. The agency of record buys up large blocks of media time and space and resells it to advertisers while the media-buying service is chosen by an advertiser to purchase time and space for them.
c. The media-buying service buys up large blocks of media time and space and resells it to advertisers while the agency of record service is chosen by an advertiser to purchase time and space for them.
d. There is no difference between the two as they both are chosen by an advertiser to purchase time and space for them.
Question 2The FTC makes a determination that a proprietary medication is superior to aspirin in reducing pain, but is not easier on the stomach. The agency orders the manufacturer of the pain reliever to run advertisements retracting the claim of reduced stomach distress. These new ads are designed to:
a. eliminate differentiation resulting from the previous ads.
b. reverse the effect of reciprocity caused by the earlier ads.
c. correct the deceptive claims contained in the prior advertisements.
d. create a new image for the product.
Question 3A noninteractive survey approach is one in which respondents give answers to static questions.
Indicate whether the statement is true or false
Question 4______________ is used to compare the relative efficiency of two media choices within a media class or between media classes.
a. Cost per rating point
b. Cost per thousand
c. Share of voice
d. Cost per thousand target market
Question 5Which regulatory period focused on reduction of monopolistic tendencies of the marketplace by passing regulations such as the Sherman Act?
a. Consumer protection
b. Deregulation
c. Competitor protection
d. Antimonopoly
Question 6Zoe is an interviewer who has noticed that many people tend to agree with all or most of the questions she asks them. What is this type of bias called?
a. emotional bias
b. acquiescence bias
c. transference bias
d. sample bias
Question 7Coca-Cola has decided to run three ads every night during prime-time network television. In regards to their decision, Coca-cola is running a ______________ scheduling alternative.
a. continuous
b. pulsing
c. flighting
d. continuity
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