!1!Quiz 3 Study Guide Advertising 483, Spring 2014 Quiz 3 will be on Friday, April 11th, 2014 Distribution: Monday, April 7th, 2014 Please note that Quiz 3 will be written from this study guide. This means that some of the study guide questions will actually appear on Quiz 3 and other study guide questions will help you to prepare for questions on this quiz. Quiz 3 consists of three parts: Multiple choice, true/false and list matching questions. There will be 30 questions total for quiz 3. Part One-Multiple choice: You will be given several options to choose from. Your task will be to choose the best possible answer for each question. 1. Example: Anthony is also preparing a television plan, but his is on a local, market-by-market basis in the top 10 DMAs. What kind of television is Anthony most likely planning? a. Network TV b. Cable TV c. Syndication d. Spot TV e. None of the above, you can’t buy TV on a local basis. Part Two-True/False: Your task will be to put an answer (True or False) in front of each statement as to whether or not it is a true or false statement. Example: Newspaper readers are more likely to be better educated, have a higher income and more involved in upscale activities than non-newspaper readers. Part Three-List matching: Your task will be to match the terms to their definitions. Any terms may be used once or not at all. All terms will be taken from the study guide, lecture notes, and readings. Please put the correct letter for the correct definition in front of the question asked. Example: Local stations that purchase TV or radio shows that are reruns or original programs to fill open hours is known as... A. Spot TV or radio B. Syndication C. Designated market areas for TV and radio markets In general, if you know the study guide inside and out, have done the readings and have come to class regularly, you should be well prepared for this quiz. The following are specific questions to help you prepare for Quiz 3. 1. Be able to explain the differences between reach and frequency in terms of media planning. (Lecture notes week 9 and Katz chapter 3)!2!2. Be able to explain the differences between marketing objectives and media objectives (lecture notes week 9 and Katz chapter 3). 3. Be able to explain the differences between network TV, cable TV, syndication and spot TV (Lecture notes week 11 and Katz chapter 4). 4. Be able to explain the strength and weaknesses of network TV, cable TV, syndication and spot TV (Lecture notes week 11 and Katz chapter 4). 5. Be able to explain how network TV, cable TV, syndication, and spot TV work in terms of media planning (Lecture notes week 11 and Katz chapter 4). 6. Be able to explain the differences between network radio, cable radio, syndicated and unwired radio (Lecture notes week 11 and Katz chapter 4). 7. Be able to explain the strength and weaknesses of network radio, cable radio, syndicated and unwired radio (Lecture notes week 11 and Katz chapter 4). 8. Be able to explain how network radio, cable radio, syndicated, and unwired radio work in terms of media planning (Lecture notes week 11 and Katz chapter 4). 9. Be able to explain how print spaces (magazines and newspapers) are bought for advertising (Lecture notes week 11 and Katz chapter 4). 10. Be able to explain benefits of newspapers to advertisers in terms of timeline, desirable audience and local and regional possibilities (Lecture notes week 11 and Katz chapter 4). 11. Be able to explain drawbacks of newspapers and magazines (Lecture notes week 11 and Katz chapter 4). 12. Be able to explain benefits of magazines to advertisers in terms of timeline and desirable audience (Lecture notes week 11 and Katz chapter 4). 13. Be able to explain benefits and drawbacks of OOH media to advertisers (Lecture notes week 11 and Katz chapter 4). 14. Be able to explain benefits and drawbacks of internet medium to advertisers in terms of timeline, desirable audience, and reach and frequency (Lecture notes week 12 and Katz chapter 4. 15. Be able to explain benefits and drawbacks of non-traditional media in terms of media planning in reaching audiences (Lecture notes week 12 Katz chapter 5). 16. Be able to explain context planning in terms of a media plan (Lecture notes week 12 and reading on Context planning that is posted on