Economics of Mass Media Chapter Exam

Exam Instructions:

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

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Question 1 1. You're watching a movie and notice one of the main characters is drinking a popular brand of soda. What form of advertising does this illustrate?

Question 2 2. How do marketing and advertising differ?

Question 3 3. Which of the following BEST defines advertising?

Question 4 4. Which of the following statements about television advertising is TRUE?

Question 5 5. Which of the following is a primary benefit of advertising online?

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Question 6 6. What was Mastercard's return on investment with its Masterpass mobile advertising campaign?

Question 7 7. Which of these mobile advertising tactics did Mastercard implement in its campaign?

Question 8 8. What problem was Mastercard trying to help ComfortDelGro solve with its mobile advertising campaign?

Question 9 9. How did Mastercard encourage ComfortDelGro's customers to engage with the Masterpass concept?

Question 10 10. What was the objective for the Masterpass campaign beyond it being used as a payment system for ComfortDelGro?

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Question 11 11.

When would this formula be of value?


(Advertising Monetary Objective - Advertising Cost) / Advertising Cost * 100 = ROI

Question 12 12. What is one problem with relying on just GRPs and impressions to measure ROI?

Question 13 13. What is the difference between quantitative and qualitative objectives?

Question 14 14. Why might a company want to use multiple methods to measure their mass media advertising ROI?

Question 15 15. What is a key overall benefit of measuring mass media ROI?

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Question 16 16. What are the four parts of an overall promotional mix?

Question 17 17. Marco is launching a new coffee shop in his city and he asks you for advice regarding his advertising campaign. What would you say to Marco?

Question 18 18. Advertising plays an integral role in _____.

Question 19 19. What is the advertising response function?

Question 20 20. Advertisements can affect _____.

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Question 21 21. How is advertising described compared to public relations?

Question 22 22. An example of advertising would be; _____.

Question 23 23. _____ is an example of public relations.

Question 24 24. The five functions of public relations are _____.

Question 25 25. In the world of public relations, goodwill refers to _____

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Question 26 26. Which of the following is the receiver's response to a promotional message?

Question 27 27. Sugar Rush's most recent television commercial focuses on the company's new candy, called Jolt. Which part of the communication process does the advertising agency that developed the television commercial for Jolt fall into?

Question 28 28. Evaluate what interferes, distorts, or changes the transmission of the informational message.

Question 29 29. An outdoor ad is an example of the _____ part of the communication process?

Question 30 30. Which of the following is the communication of a concept or message to large audiences?

Economics of Mass Media Chapter Exam Instructions

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

Communications 106: Communication in the Digital Age  /  Business Courses
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