Question 1

________ indicate the weight,or efficiency,of a media plan by estimating the reach and frequency.

Accepted Answer

A) Targeted costs per thousand (TCPMs) 
B) Costs per point (CPPs) 
C) Targeted rating points (TRPs) 
D) Gross rating points (GRPs) 
E) Designated marketing areas (DMAs) 
A) Targeted costs per thousand (TCPMs) 
B) Costs per point (CPPs) 
C) Targeted rating points (TRPs) 
D) Gross rating points (GRPs) 
E) Designated marketing areas (DMAs)

Question 2

Barbara is a media buyer for an advertising agency,and one of her responsibilities is to monitor her media buys on behalf of clients.She must be alert for missed positions or errors in handling her client's message presentation and ensure that her client is compensated appropriately when errors occur.How would Barbara likely ask that her client be compensated?

Accepted Answer

A policy of compensa

Question 3

A media strategy that involves high ________ most likely involves creating broad exposure using many media vehicles,while a strategy involving high ________ is most likely narrower in focus with a more limited list of media vehicles.

Accepted Answer

A) continuity,aperture 
B) aperture,continuity 
C) frequency,reach 
D) reach,frequency 
E) distribution,reach 
A) continuity,aperture 
B) aperture,continuity 
C) frequency,reach 
D) reach,frequency 
E) distribution,reach

Question 4

The ________ of a specific media vehicle is the percentage of that vehicle's audience that matches the brand's target market.

Accepted Answer

A) frequency distribution 
B) targeted reach 
C) effective frequency 
D) targeted frequency 
E) reach distribution 
A) frequency distribution 
B) targeted reach 
C) effective frequency 
D) targeted frequency 
E) reach distribution

Question 5

The four basic steps in media planning are targeting,setting media objectives,developing media strategies,and analyzing the metrics of a media plan.

Accepted Answer

A) True 
 B)False

Question 6

On Wednesday nights,a hit TV show commanded the highest advertising rates for the network TV season,charging advertisers $658,333 per 30 seconds.This ad cost was based on an average rating of 16.3 for this program during the previous TV season.The hit show reached an audience of almost 25 million viewers during one week in April.Calculate the CPP.

Accepted Answer

A) $26.33 
B) $40.39 
C) $26,330 
D) $40,388 
E) not enough information to determine 
A) $26.33 
B) $40.39 
C) $26,330 
D) $40,388 
E) not enough information to determine

Question 7

The media buyer for a presidential campaign did not have enough campaign funds to purchase television advertisements positions before the fall television season began.To buy television advertisement time,she will have to make purchases in the scatter market.

Accepted Answer

A) True 
 B)False

Question 8

Fifth Avenue Wine & Spirits decided to start advertising its business,but it does not have a large budget.However,the company's sales are seasonal,with the highest sales occurring between Thanksgiving and New Year's.If Fifth Avenue Wine & Spirits would like to have a media presence all year round,which continuity schedule would most likely make the most of the budget?

Accepted Answer

A) continuous strategy 
B) pulsing strategy 
C) flighting strategy 
D) heavy-up strategy 
E) burst strategy 
A) continuous strategy 
B) pulsing strategy 
C) flighting strategy 
D) heavy-up strategy 
E) burst strategy

Question 9

________ refers to the way the advertising is spread over the length of a campaign.

Accepted Answer

A) Continuity 
B) Lead time 
C) Duration 
D) Flow 
E) Just-in-time 
A) Continuity 
B) Lead time 
C) Duration 
D) Flow 
E) Just-in-time

Question 10

Most brands use a variety of targeted media vehicles known as a ________.

Accepted Answer

A) media mix 
B) media strategy 
C) heavy-up schedule 
D) continuous strategy 
E) flighting strategy 
A) media mix 
B) media strategy 
C) heavy-up schedule 
D) continuous strategy 
E) flighting strategy

Question 11

Of the following,which is the best initial focus when setting objectives for a media plan?

Accepted Answer

A) waste 
B) continuity 
C) lead time 
D) distribution 
E) reach 
A) waste 
B) continuity 
C) lead time 
D) distribution 
E) reach

Question 12

Sam is developing a media plan for a shoe company that just went national.What is his first step in developing the media plan?

Accepted Answer

A) identifying the target audience 
B) creating a media strategy 
C) determining the reach and frequency of the plan 
D) creating media objectives 
E) determining what media to use 
A) identifying the target audience 
B) creating a media strategy 
C) determining the reach and frequency of the plan 
D) creating media objectives 
E) determining what media to use

Question 13

What is the goal of a media plan?

Accepted Answer

The goal of a media plan is to

Question 14

Online media is now more popular than traditional media as the first spot in the consumer search process.

Accepted Answer

A) True 
 B)False

Question 15

If an advertising period is too long,ads may suffer from ________,which means the audience gets tired of them and stops paying attention.

Accepted Answer

A) carryover 
B) pulsing 
C) weighting 
D) wearout 
E) aperture 
A) carryover 
B) pulsing 
C) weighting 
D) wearout 
E) aperture

Question 16

What options does a media buyer have for global media buying?

Accepted Answer

As of now,no true global medium currentl

Question 17

Media buyers should be consulted early in planning,as they are a good source of information about changes in media.

Accepted Answer

A) True 
 B)False

Question 18

Which concept refers to marketers tracking how much competing brands spend on media compared to how much they are spending on their particular brand?

Accepted Answer

A) share of market 
B) share of voice 
C) share of media 
D) share of spending 
E) share of category 
A) share of market 
B) share of voice 
C) share of media 
D) share of spending 
E) share of category

Question 19

Which of the following include exposure to traditional mass media,word-of-mouth,place-based media,in-store brand exposures,and interactive media?

Accepted Answer

A) contact points 
B) gross rating points 
C) aperture points 
D) impression points 
E) rating points 
A) contact points 
B) gross rating points 
C) aperture points 
D) impression points 
E) rating points

Question 20

The frequency distribution method is more revealing,and thus more valuable,than the average frequency method.

Accepted Answer

A) True 
 B)False

________ indicate the weight,or efficiency,of a media plan by estimating the reach and frequency.

A media strategy that involves high most likely involves creating broad exposure using many media vehicles,while a strategy involving high is most likely narrower in focus with a more limited list of media vehicles.

The ________ of a specific media vehicle is the percentage of that vehicle's audience that matches the brand's target market.

The four basic steps in media planning are targeting,setting media objectives,developing media strategies,and analyzing the metrics of a media plan.

The media buyer for a presidential campaign did not have enough campaign funds to purchase television advertisements positions before the fall television season began.To buy television advertisement time,she will have to make purchases in the scatter market.

________ refers to the way the advertising is spread over the length of a campaign.

Most brands use a variety of targeted media vehicles known as a ________.

Of the following,which is the best initial focus when setting objectives for a media plan?

Sam is developing a media plan for a shoe company that just went national.What is his first step in developing the media plan?

What is the goal of a media plan?

Online media is now more popular than traditional media as the first spot in the consumer search process.

If an advertising period is too long,ads may suffer from ________,which means the audience gets tired of them and stops paying attention.

What options does a media buyer have for global media buying?

Media buyers should be consulted early in planning,as they are a good source of information about changes in media.

Which concept refers to marketers tracking how much competing brands spend on media compared to how much they are spending on their particular brand?

Which of the following include exposure to traditional mass media,word-of-mouth,place-based media,in-store brand exposures,and interactive media?

The frequency distribution method is more revealing,and thus more valuable,than the average frequency method.

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 15: Media Planning and Negotiation

________ indicate the weight,or efficiency,of a media plan by estimating the reach and frequency.

A media strategy that involves high ________ most likely involves creating broad exposure using many media vehicles,while a strategy involving high ________ is most likely narrower in focus with a more limited list of media vehicles.

The ________ of a specific media vehicle is the percentage of that vehicle's audience that matches the brand's target market.

The four basic steps in media planning are targeting,setting media objectives,developing media strategies,and analyzing the metrics of a media plan.

The media buyer for a presidential campaign did not have enough campaign funds to purchase television advertisements positions before the fall television season began.To buy television advertisement time,she will have to make purchases in the scatter market.

________ refers to the way the advertising is spread over the length of a campaign.

Most brands use a variety of targeted media vehicles known as a ________.

Of the following,which is the best initial focus when setting objectives for a media plan?

Sam is developing a media plan for a shoe company that just went national.What is his first step in developing the media plan?

What is the goal of a media plan?

Online media is now more popular than traditional media as the first spot in the consumer search process.

If an advertising period is too long,ads may suffer from ________,which means the audience gets tired of them and stops paying attention.

What options does a media buyer have for global media buying?

Media buyers should be consulted early in planning,as they are a good source of information about changes in media.

Which concept refers to marketers tracking how much competing brands spend on media compared to how much they are spending on their particular brand?

Which of the following include exposure to traditional mass media,word-of-mouth,place-based media,in-store brand exposures,and interactive media?

The frequency distribution method is more revealing,and thus more valuable,than the average frequency method.

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

A media strategy that involves high most likely involves creating broad exposure using many media vehicles,while a strategy involving high is most likely narrower in focus with a more limited list of media vehicles.