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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!

Page 1

Question 1 1. What are the four parts of an overall promotional mix?

Question 2 2. 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 3 3. Advertising plays an integral role in _____.

Question 4 4. What is the advertising response function?

Question 5 5. Advertisements can affect _____.

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Question 6 6. Which of the following statements about television advertising is TRUE?

Question 7 7. Which of the following is a primary benefit of advertising online?

Question 8 8. Which of the following BEST defines advertising?

Question 9 9. 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 10 10. How do marketing and advertising differ?

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Question 11 11. Which of the following is the receiver's response to a promotional message?

Question 12 12. An outdoor ad is an example of the _____ part of the communication process?

Question 13 13. Evaluate what interferes, distorts, or changes the transmission of the informational message.

Question 14 14. 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 15 15. Which of the following is the communication of a concept or message to large audiences?

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Question 16 16. The five functions of public relations are _____.

Question 17 17. How is advertising described compared to public relations?

Question 18 18. In the world of public relations, goodwill refers to _____

Question 19 19. An example of advertising would be; _____.

Question 20 20. _____ is an example of public relations.

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Question 21 21.

When would this formula be of value?


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

Question 22 22. What is a key overall benefit of measuring mass media ROI?

Question 23 23. Why might a company want to use multiple methods to measure their mass media advertising ROI?

Question 24 24. What is one problem with relying on just GRPs and impressions to measure ROI?

Question 25 25. What is the difference between quantitative and qualitative objectives?

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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