Integrated Marketing Communications 4th Edition By Chitty

Integrated Marketing Communications 4th Edition By Chitty

TRUE/FALSE

1. The best medium for demonstrating a product in use is television.

ANS: T PTS: 1 DIF: Easy TOP: Television

2. More than any other medium, television is able to use humour as an effective advertising strategy.

ANS: T PTS: 1 DIF: Moderate TOP: Strengths

3. The greatest relative advantage of television advertising is its ability to achieve impact.

ANS: T PTS: 1 DIF: Moderate TOP: Strengths

4. All stations in Australia, with the exception of ABC and SBS, are commercial stations that receive funding through consumer subscriptions to cable TV.

ANS: F PTS: 1 DIF: Easy TOP: The Australian television industry

5. The cost of network television advertising has almost doubled over the past two decades.

ANS: F PTS: 1 DIF: Moderate TOP: Limitations

6. Zapping takes place when viewers fast-forward through ads that have been recorded along with program material.

ANS: F PTS: 1 DIF: Moderate TOP: Limitations

7. The Australian television industry is moving away from digital technology toward analogue technology.

ANS: F PTS: 1 DIF: Easy TOP: The Australian television industry

8. Infomercials are regularly used on subscription television.

ANS: T PTS: 1 DIF: Moderate TOP: Infomercials

9. Advertisers in Australia still see television as a major delivery vehicle for their messages.

ANS: T PTS: 1 DIF: Moderate TOP: Television

10. Media are the general communication methods that carry advertising messages.

ANS: T PTS: 1 DIF: EASY TOP: Media versus vehicles

11. The period preceding and following prime time television is known as fringe time.

ANS: F PTS: 1 DIF: Moderate TOP: Television programming day-parts

12. TV advertising is always the best medium for advertising.

ANS: F PTS: 1 DIF: Easy TOP: Limitations

13. Late fringe viewing time is 1 a.m. to 2 a.m. or later.

ANS: F PTS: 1 DIF: Moderate TOP: Television programming day-parts

14. Network advertising is inefficient if the national advertiser chooses to concentrate efforts only on select markets.

ANS: T PTS: 1 DIF: Difficult TOP: Network television advertising

15. Spot advertising is particularly desirable when a company rolls out a new brand market by market before it achieves national distribution.

ANS: T PTS: 1 DIF: Difficult TOP: Spot television advertising

16. Audience fractionalisation is a disadvantage of television advertising.

ANS: T PTS: 1 DIF: Moderate TOP: Limitations

17. The growing practices of regional-oriented marketing and geo-demographic segmentation have resulted in a decrease in spot advertising.

ANS: F PTS: 1 DIF: Difficult TOP: Spot television advertising

18. Subscribers to cable TV are more economically upscale and younger than the population as a whole.

ANS: T PTS: 1 DIF: Moderate TOP: Subscription advertising

19. Subscription television requires users to subscribe to a cable service to receive signals via satellite or other means.

ANS: T PTS: 1 DIF: Easy TOP: Subscription advertising

20. Subscription networks focus on narrowcasting rather than broadcasting.

ANS: T PTS: 1 DIF: Easy TOP: Subscription advertising

21. The Australian television industry is split between metropolitan and rural broadcasting.

ANS: T PTS: 1 DIF: Easy TOP: The Australian television industry

22. The long commercial (as opposed to the general short form) is referred to as a ‘long ad’.

ANS: F PTS: 1 DIF: Easy TOP: Infomercials