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.

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

Question 3: _____ are plans of action designed to obtain specific media objectives.

• Sweeps periods
• Programs ratings
• Media strategies
• Media vehicles
• Recency planning

Question 4: _____ is the number of times a receiver is exposed to a message in a given time period.

• Potency
• Reach
• Coverage
• Frequency
• Mediatronics

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.

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

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

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.

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.

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