3. Which advertising medium dominates local markcts? Radio b Network television Cable television d. Newspapers 54. Which of the following is a reason for the popularity of oundoor advartising Immediate communication of quick and simple ideas b Lower level of clutter than any other advertising medium Brevity of exposure to the advertising message by d High level of aesthetics developed by most ballboards 55The number of times a person is exposed to an advertsentit ng a certam time period is known as reach. bfrequency d randomization 6. Industries facing increased pressure from consumers reganding corporate ethical conduct and environmental issues have turned advertising agencies b sales promotion firms. d public relations as a promotional tool. 57. The narrowly focused pablic relations activitics designod to diroctly suppont the company's marketing goals are usually callesd increased use of coupons and refunds relationship markcting marketing public relations nonmarketing public relations integrated marketang communications. d 58. A local newspaper is doing a special interest story on the growth of entreprencurial business within the community. Each week an article featuring a different basiness owner and his or her success story will be published. This type of activity would be for the business owners b publicity marketing public relations nonmarketing public relations 59. Though difficult and costly, it is essential that a marketing plan should include an assessment strategy for measuring social responsibility bmeasuring the effectiveness of advertising. defending criticisms of advertising cthics. d creating selective perception. 60. Which of the following is a fee paid by advertisers hased on the cost to deliver the message to viewers, listeners, or readers? a cost-per reach b cost-per thousand cost-per gross rating point cost-per advertisement 61. The simplest and least costly level of assessment of public relations effectiveness involves: a conducting extensive focus group assessments b mcasuring target audiences to sce if the messages were received and understood g the number of press releases distributed counting d evaluating government response to public relation 62. A company's ad proclaims its product is the "most effective" in alleviating flu symptioms. This ad could be guilty of a prejudice b paffery C violating FTC regulations