Question 1

For local companies,billboards are an excellent advertising medium because primarily local audiences see the message.

Accepted Answer

A) True 
 B)False

Question 2

Of the following media,the one that is least able to target specific markets is:

Accepted Answer

A)  television 
B)  radio 
C)  magazines 
D)  billboards 
A)  television 
B)  radio 
C)  magazines 
D)  billboards

Question 3

The following are disadvantages of outdoor advertising,except:

Accepted Answer

A)  short exposure time 
B)  high cost per impression 
C)  brief message duration 
D)  little segmentation possible 
A)  short exposure time 
B)  high cost per impression 
C)  brief message duration 
D)  little segmentation possible

Question 4

A pulsating budget plan of advertising for a perfume would have ads just during specific times of the year,with none during the reminder of the year.

Accepted Answer

A) True 
 B)False

Question 5

A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign.

Accepted Answer

A) True 
 B)False

Question 6

If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 million readers,the CPM would be:

Accepted Answer

A)  $50.00 
B)  $500.00 
C)  $20.00 
D)  cannot be determined from the information given 
A)  $50.00 
B)  $500.00 
C)  $20.00 
D)  cannot be determined from the information given

Question 7

M & M's primary spokespersons are animated figures.

Accepted Answer

A) True 
 B)False

Question 8

The media strategy,media schedule,justification,and summary are components of a media planning strategy.

Accepted Answer

A) True 
 B)False

Question 9

The media budget schedule that maintains some minimal level of advertising at all times during the year,but increases advertising at periodic intervals is:

Accepted Answer

A)  continuous 
B)  gross impressions 
C)  pulsating 
D)  flighting, or discontinuous 
A)  continuous 
B)  gross impressions 
C)  pulsating 
D)  flighting, or discontinuous

Question 10

Media planning now drives much of the strategic planning process as advertising and marketing campaigns are developed.

Accepted Answer

A) True 
 B)False

Question 11

In business-to-business advertising,as more dollars are shifted to nonbusiness type of media,the amount being spent on:

Accepted Answer

A)  print media has steadily increased 
B)  trade journals and consumer magazines has steadily increased 
C)  television, newspapers, and consumer magazines has steadily increased 
D)  television and radio has steadily increased 
A)  print media has steadily increased 
B)  trade journals and consumer magazines has steadily increased 
C)  television, newspapers, and consumer magazines has steadily increased 
D)  television and radio has steadily increased

Question 12

Effectiveness in buying media time and space is dependent on each of the following factors,except:

Accepted Answer

A)  agency culture and track record 
B)  relationship between the agency and the medium's sales representative 
C)  size of the agency 
D)  creativity of the media buyer 
A)  agency culture and track record 
B)  relationship between the agency and the medium's sales representative 
C)  size of the agency 
D)  creativity of the media buyer

Question 13

The following are advantages of outdoor advertising,except:

Accepted Answer

A)  low cost per impression 
B)  broad reach 
C)  short lead time to develop ads 
D)  accessible for local ads 
A)  low cost per impression 
B)  broad reach 
C)  short lead time to develop ads 
D)  accessible for local ads

Question 14

Many television shows average 12 minutes of commercials per half hour of programming.

Accepted Answer

A) True 
 B)False

Question 15

Which individual formulates a plan as to where and when ads should run?

Accepted Answer

A)  the creative 
B)  the media planner 
C)  the media buyer 
D)  the client 
A)  the creative 
B)  the media planner 
C)  the media buyer 
D)  the client

Question 16

Rating points are a measure of the impact or intensity of a media plan.

Accepted Answer

A) True 
 B)False

Question 17

One major advantage to television is the lack of clutter as compared to other media.

Accepted Answer

A) True 
 B)False

Question 18

A pulsating budget schedule means there is a level pulse of advertisements shown all year.

Accepted Answer

A) True 
 B)False

Question 19

Account executives and media buyers face stronger demands for results and accountability for expenditures on advertising.

Accepted Answer

A) True 
 B)False

Question 20

Of the following media,the medium with the greatest or longest life is:

Accepted Answer

A)  television 
B)  radio 
C)  magazines 
D)  billboards 
A)  television 
B)  radio 
C)  magazines 
D)  billboards

For local companies,billboards are an excellent advertising medium because primarily local audiences see the message.

Of the following media,the one that is least able to target specific markets is:

The following are disadvantages of outdoor advertising,except:

A pulsating budget plan of advertising for a perfume would have ads just during specific times of the year,with none during the reminder of the year.

A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign.

If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 million readers,the CPM would be:

M & M's primary spokespersons are animated figures.

The media strategy,media schedule,justification,and summary are components of a media planning strategy.

The media budget schedule that maintains some minimal level of advertising at all times during the year,but increases advertising at periodic intervals is:

Media planning now drives much of the strategic planning process as advertising and marketing campaigns are developed.

In business-to-business advertising,as more dollars are shifted to nonbusiness type of media,the amount being spent on:

Effectiveness in buying media time and space is dependent on each of the following factors,except:

The following are advantages of outdoor advertising,except:

Many television shows average 12 minutes of commercials per half hour of programming.

Which individual formulates a plan as to where and when ads should run?

Rating points are a measure of the impact or intensity of a media plan.

One major advantage to television is the lack of clutter as compared to other media.

A pulsating budget schedule means there is a level pulse of advertisements shown all year.

Account executives and media buyers face stronger demands for results and accountability for expenditures on advertising.

Of the following media,the medium with the greatest or longest life is:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 8: Traditional Media Channels

For local companies,billboards are an excellent advertising medium because primarily local audiences see the message.

Of the following media,the one that is least able to target specific markets is:

The following are disadvantages of outdoor advertising,except:

A pulsating budget plan of advertising for a perfume would have ads just during specific times of the year,with none during the reminder of the year.

A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign.

If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 million readers,the CPM would be:

M & M's primary spokespersons are animated figures.

The media strategy,media schedule,justification,and summary are components of a media planning strategy.

The media budget schedule that maintains some minimal level of advertising at all times during the year,but increases advertising at periodic intervals is:

Media planning now drives much of the strategic planning process as advertising and marketing campaigns are developed.

In business-to-business advertising,as more dollars are shifted to nonbusiness type of media,the amount being spent on:

Effectiveness in buying media time and space is dependent on each of the following factors,except:

The following are advantages of outdoor advertising,except:

Many television shows average 12 minutes of commercials per half hour of programming.

Which individual formulates a plan as to where and when ads should run?

Rating points are a measure of the impact or intensity of a media plan.

One major advantage to television is the lack of clutter as compared to other media.

A pulsating budget schedule means there is a level pulse of advertisements shown all year.

Account executives and media buyers face stronger demands for results and accountability for expenditures on advertising.

Of the following media,the medium with the greatest or longest life is:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters