Kent MKTG450/MKTG 450 quiz 6 (10/10) GUARANTEE

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.

1 points

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

1 points

Question 3

_____ are plans of action designed to obtain specific media objectives.

Sweeps periods

Programs ratings

Media strategies

Media vehicles

Recency planning

1 points

Question 4

_____ is the number of times a receiver is exposed to a message in a given time period.

Potency

Reach

Coverage

Frequency

Mediatronics

1 points

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.

1 points

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

1 points

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

1 points

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.

1 points

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.

1 points

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