Broadcast TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory.

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Question 1.Broadcast TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory. 

  •   True
  • False 

Question 2.In order to appeal to women before they start cooking supper, a family-style restaurant that specializes in supper buffets has chosen to advertise during “The Ellen DeGeneres Show”, which is broadcast daily at 4:30 p.m. by the Virginia TV station. The restaurant is advertising during _____ time. 

  •   peripheral   
  •   late fringe   
  •   prep rime   
  •   early fringe   
  •   prime access

Question 3.A gatefold occurs when a magazine page is not cut properly and the page inadvertently is not in alignment with other pages. 

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  •   True
  • False   

Question 4.To introduce Microsoft’s xBox video game Halo 2, the director of marketing for Microsoft Game Studios created a complex marketing scheme that began online with an apparent War of the Worlds-style invasion. A beekeeper’s Web site, ilovebees.com, appeared to have been overtaken by the evil force—the Covenant with the hopes that people who visited the site would send their friends to the site. This was an example of: 

  •   viral marketing.   
  •   a meta ad.   
  •   marquee banner advertising.   
  •   spam.   
  •   an interstitial.   

Question 5.Studies show that the ability of a viewer to recall ads is better for 60-second commercials than it is for 30-second commercials. 

  •   True
  • False   

Question 6.:When Nicole went to purchase tickets for a Ghostface Killah concert, she used a _____ located in a local shopping mall and made her purchase by simply touching a computerized interactive touch screen. 

  •   retail network   
  •   virtual storefront   
  •   local area network   
  •   customized venue   
  •   kiosk   

Question 7.In traditional media, the content consumers were also the content creators. 

  •   True
  • False  

Question 8.One of the disadvantages of magazines as an advertising medium is their lack of immediacy.

  •   True
  • False   

Question 9.Digital interactive media enables businesses to develop their relationship marketing strategies through the use of interactivity. 

  •   True
  • False   

Question 10.Which of the following activities does NOT take place during the classic manual print preproduction process? 

  •   Creation of a job jacket   
  •   The hiring of extra personnel as needed   
  •   Decision on what equipment resources will be required   
  •   Preparation of mechanicals   
  •   Selection of typeface(s)
 

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