Question 1

Explain why advertising planners are so interested in media that generate buzz.

Accepted Answer

Advertising planners are interested in m...

Question 2

Press releases and video releases are examples of ________ media.

Accepted Answer

A)   owned
B)   earned
C)   paid
D)   interactive
E)   social

Question 3

The primary objective of securing naming rights for a sports arena or public building is ________.

Accepted Answer

A)   building brand loyalty
B)   creating positive feelings about the brand
C)   increasing brand visibility
D)   presenting the brand promise
E)   developing brand personality

Question 4

An on-premise sign is an example of owned,out-of-home media.

Accepted Answer

A) True 
 B)False

Question 5

A press kit contains only printed material,but a publicity kit may include a DVD or flash drive along with printed material.

Accepted Answer

A) True 
 B)False

Question 6

Similar to television programs,microblogs are a new form of Web advertising that present several episodes in a developing story.

Accepted Answer

A) True 
 B)False

Question 7

In most Western countries,the Internet is a system with little policing.

Accepted Answer

A) True 
 B)False

Question 8

A(n) ________ is an easily portable mini-computer.

Accepted Answer

A)   smart phone
B)   digital installation
C)   electronic wall
D)   flash drive
E)   webisode

Question 9

________ is a photo-sharing social network.

Accepted Answer

A)   Twitter
B)   Instagram
C)   Tumblr
D)   Angie's List
E)   SoundCloud

Question 10

The network effect refers to the increasing importance of cable networks in television.

Accepted Answer

A) True 
 B)False

Question 11

Whether or not a website is effective depends on its stickiness and its ease of navigation.

Accepted Answer

A) True 
 B)False

Question 12

A sales kit would most likely be used in which of the following situations?

Accepted Answer

A)   B2C2C marketing
B)   B2B marketing
C)   customer service
D)   tech support
E)   employee training programs

Question 13

Facebook and Twitter are both microblog sites.

Accepted Answer

A) True 
 B)False

Question 14

The unique appearance of a company's delivery truck is an example of ________.

Accepted Answer

A)   traditional media
B)   outdoor advertising
C)   corporate media
D)   billboarding
E)   point-of-sale advertising

Question 15

Which of the following is the most important reason social networking websites are valuable to marketers?

Accepted Answer

A)   high number of click-throughs
B)   affordable banner advertising
C)   access to any demographic
D)   effective niche marketing
E)   ability to engage the power of friendship-based influence

Question 16

The biggest advantage of owned media is ________.

Accepted Answer

A)   cost effectiveness
B)   efficiency
C)   reach
D)   control
E)   interactivity

Question 17

User-generated ads are the extra-long,skinny ads running down the right or left side of a website.

Accepted Answer

A) True 
 B)False

Question 18

A(n) ________ is a tangible reward for a particular act,typically purchasing or repurchasing a product.

Accepted Answer

A)   collateral material
B)   brand reminder
C)   premium
D)   sponsorship
E)   endorsement

Question 19

Electronic walls and kiosks are both examples of ________.

Accepted Answer

A)   earned media
B)   paid media
C)   interactive media
D)   social media
E)   viral media

Question 20

Because Twitter is such a new medium,marketers are unable to measure how often their brand is discussed in tweets.

Accepted Answer

A) True 
 B)False

Exam 13: Owned, Interactive, and Earned Media

Explain why advertising planners are so interested in media that generate buzz.

Correct AnswerverifiedAdvertising planners are interested in m...View AnswerShow Answer

Press releases and video releases are examples of ________ media.

Correct AnswerverifiedShow Answer

The network effect refers to the increasing importance of cable networks in television.

Correct AnswerverifiedShow Answer

Similar to television programs,microblogs are a new form of Web advertising that present several episodes in a developing story.

Correct AnswerverifiedShow Answer

Electronic walls and kiosks are both examples of ________.

Correct AnswerverifiedShow Answer

A(n) ________ is a tangible reward for a particular act,typically purchasing or repurchasing a product.

Correct AnswerverifiedShow Answer

A(n) ________ is an easily portable mini-computer.

Correct AnswerverifiedShow Answer

A press kit contains only printed material,but a publicity kit may include a DVD or flash drive along with printed material.

Correct AnswerverifiedShow Answer

Which of the following is the most important reason social networking websites are valuable to marketers?

Correct AnswerverifiedShow Answer

Whether or not a website is effective depends on its stickiness and its ease of navigation.

Correct AnswerverifiedShow Answer

An on-premise sign is an example of owned,out-of-home media.

Correct AnswerverifiedShow Answer

Facebook and Twitter are both microblog sites.

Correct AnswerverifiedShow Answer

________ is a photo-sharing social network.

Correct AnswerverifiedShow Answer

The primary objective of securing naming rights for a sports arena or public building is ________.

Correct AnswerverifiedShow Answer

Because Twitter is such a new medium,marketers are unable to measure how often their brand is discussed in tweets.

Correct AnswerverifiedShow Answer

The biggest advantage of owned media is ________.

Correct AnswerverifiedShow Answer

User-generated ads are the extra-long,skinny ads running down the right or left side of a website.

Correct AnswerverifiedShow Answer

The unique appearance of a company's delivery truck is an example of ________.

Correct AnswerverifiedShow Answer

In most Western countries,the Internet is a system with little policing.

Correct AnswerverifiedShow Answer

A sales kit would most likely be used in which of the following situations?

Correct AnswerverifiedShow Answer

Correct Answer
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Advertising planners are interested in m...
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