Test Bank The Role Of Advertising Chapter 14

Chapter 14 The Role of Advertising

Type: multiple choice question

Title: Chapter 14 Question 1

1) Advertising aids society and economy in…

a. Decreasing competition between retailors

b. Balancing supply and demand for products

c. Reducing stereotypes in the media

d. Increasing materialism

Type: multiple choice question

Title: Chapter 14 Question 2

2) Advertising __________________.

a. has many detrimental side-effects on individuals

b. fuels the economy

c. subsidizes editorial content

d. All of the above apply

Type: multiple choice question

Title: Chapter 14 Question 3

3) Media corporations that generate revenue from advertising need to find …

a. the cheapest available editorial content to maximize their profits, so they can make maximum revenue from advertising

b. the editorial content that attracts the maximum number of consumers, regardless of content production costs.

c. A profit-maximizing equilibrium that satisfies requirements of both the audience and the advertising market, which is called ad revenue/subscription revenue balance

d. All of the above applies.

Type: multiple choice question

Title: Chapter 14 Question 4

4) ____________works with locally stored files (“cookies”) to display ads related to prior user online browsing on different websites, ultimately to motivate users to purchase products offered on sites visited earlier.

Which term fits best?

a. Agenda chasing

b. Remarketing

c. Purchase history

d. Costs per thousand (CPM)

Type: multiple choice question

Title: Chapter 14 Question 5

5) is a label for plat­forms for monitoring, tracking, gauging, and evaluating advertising campaigns and consumer behaviors, aiming to provide accurate, personalized advertising services with quantifiable results

a. Remarketing

b. Computational advertising

c. Agenda chasing

d. Advertising-subscription mixed-revenue model(s)

Type: multiple choice question

Title: Chapter 14 Question 6

6) Real-time bidding means ___________

a. Users’ social media posts are used to personalize ads

b. Online ad space is sold through auction while user awaits loading of online content

c. Users are redirected to a commercial site visited earlier

d. Media generate revenue from both advertisers and media users.

Type: true or false

Title: Chapter 14 Question 7

7) The amount of advertising profit that goes to companies that do not create original content has been increasing compared to traditional media outlets.

a. True

b. False

Type: multiple choice question

Title: Chapter 14 Question 8

8) For most media, what is the primary product that they sell?

a. Data

b. Audience attention

c. Editorial content

d. Channel bandwidth