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True or False
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1
Interactive TV is expanding rapidly because of consumer interest.
A)True
B)False
2
In IMC the selection and use of media create touch points, connecting the brand with customers and prospects.
A)True
B)False
3
Media exposure guarantees message exposure.
A)True
B)False
4
Mass media outlets are larger than niche media outlets.
A)True
B)False
5
To a media planner the most important characteristic of a media outlet is to what extent its audience would be interested in what their brand has to offer.
A)True
B)False
6
An ad that is 1 inch tall and 2 columns wide occupies 1 column inch.
A)True
B)False
7
SAUs were devised to overcome complaints about varying dimensions among local newspapers.
A)True
B)False
8
SRDS provides media profiles, production requirements, and advertising rates.
A)True
B)False
9
A rate card shows the distribution rate for various media.
A)True
B)False
10
Cooperative advertising is a system in which manufacturers pay a portion of the advertising cost when a local retailer advertises the manufacturer's brand.
A)True
B)False
11
Tip-ins attract attention when people thumb through a magazine.
A)True
B)False
12
Media planners prefer paid-circulation magazines over controlled-circulation publications because they perceive readers of paid-circulation magazines are more committed to reading what they have paid for.
A)True
B)False
13
A major advantage of Yellow Pages directories is people who use them are seeking information.
A)True.
B)False.
14
A pre-emptible rate is a lower advertising rate that does not guarantee a commercial will run at a given time.
A)True
B)False
15
A marketing communications vehicle's marketing universe is it coverage area.
A)True
B)False
16
An important question for media planners using magazines to ask is what is the paid circulation?
A)True
B)False
17
Share is the percentage of people using a TV or radio at a particular time who are tuned to a particular station.
A)True
B)False
18
Radio advertising can be used to support TV ads through image transfer brand messages.
A)True
B)False
19
A paydart is a block of time identified by a radio station for the purpose of setting ad rates.
A)True
B)False





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