Question 1

If it costs $300,000 to place an advertisement on a television show that has an audience of 15,000,000, then the CPM (cost per thousand) would be $20.00.

Accepted Answer

A) True 
 B)False

Question 2

The media multiplier effect is also important in the business-to-business advertising. According to research by American Business Media, when business people saw an advertisement in more than one medium it caused:

Accepted Answer

A)  a higher level of brand awareness and brand purchases 
B)  an increase in sales 
C)  the company or brand name to become top-choice 
D)  the company or brand name to become top-of-mind 
A)  a higher level of brand awareness and brand purchases 
B)  an increase in sales 
C)  the company or brand name to become top-choice 
D)  the company or brand name to become top-of-mind

Question 3

The part of the media plan that notes when and where ads will appear is the:

Accepted Answer

A)  marketing analysis 
B)  advertising analysis 
C)  media strategy 
D)  media schedule 
A)  marketing analysis 
B)  advertising analysis 
C)  media strategy 
D)  media schedule

Question 4

Advertising in international markets is largely the same as in domestic markets because of globalization of the world.

Accepted Answer

A) True 
 B)False

Question 5

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 6

Outdoor advertising has changed dramatically with the development of new technologies, such as global positioning systems, wireless communications, and digital display technology.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Conducting research that matches the product to the media and the target market is the primary task of the:

Accepted Answer

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

Question 9

Effective reach refers to the:

Accepted Answer

A)  number of times a target audience must be exposed to an ad for it to be effective 
B)  percentage of the audience that must be exposed to an ad to achieve an objective 
C)  percentage of the audience that has seen the ad a minimum of three times 
D)  degree of selective attention given by the target audience relative to the objective 
A)  number of times a target audience must be exposed to an ad for it to be effective 
B)  percentage of the audience that must be exposed to an ad to achieve an objective 
C)  percentage of the audience that has seen the ad a minimum of three times 
D)  degree of selective attention given by the target audience relative to the objective

Question 10

Which of the following is a relative measure of the efficiency of a media vehicle relative to a firm's target market?

Accepted Answer

A)  gross rating points (GRPs) 
B)  opportunities to see (OTS) 
C)  gross impressions 
D)  cost per rating point (CPRP) 
A)  gross rating points (GRPs) 
B)  opportunities to see (OTS) 
C)  gross impressions 
D)  cost per rating point (CPRP)

Question 11

Which is the most commonly used measure in media planning?

Accepted Answer

A)  reach 
B)  opportunity to see (OTS) 
C)  gross rating points (GRP) 
D)  cost per thousand (CPM) 
A)  reach 
B)  opportunity to see (OTS) 
C)  gross rating points (GRP) 
D)  cost per thousand (CPM)

Question 12

A media planner formulates a media program stating where and when to place advertisements.

Accepted Answer

A) True 
 B)False

Question 13

A marketing analysis is a comprehensive review of a company's fundamental marketing program.

Accepted Answer

A) True 
 B)False

Question 14

When advertisements are used at special intervals with none in-between, which media budgeting method is being used?

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 15

Many advertisers doubt the validity of the three-exposure hypothesis primarily because of:

Accepted Answer

A)  the number of media now available to advertisers has increased substantially 
B)  ad clutter 
C)  the power of the Internet 
D)  the synergistic effect of using multiple media in an advertising campaign 
A)  the number of media now available to advertisers has increased substantially 
B)  ad clutter 
C)  the power of the Internet 
D)  the synergistic effect of using multiple media in an advertising campaign

Question 16

The number of households tuned into a program divided by the total number of households with a television turned on calculates:

Accepted Answer

A)  rating 
B)  recall 
C)  share 
D)  frequency 
A)  rating 
B)  recall 
C)  share 
D)  frequency

Question 17

Television offers advertisers the most extensive coverage and highest reach of any media.

Accepted Answer

A) True 
 B)False

Question 18

Identify the components of the media plan.

Accepted Answer

Marketing analysis, advertisin

Question 19

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times, such as Christmas, Valentine's Day, and Mother's Day.

Accepted Answer

A) True 
 B)False

Question 20

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

If it costs $300,000 to place an advertisement on a television show that has an audience of 15,000,000, then the CPM (cost per thousand) would be $20.00.

The media multiplier effect is also important in the business-to-business advertising. According to research by American Business Media, when business people saw an advertisement in more than one medium it caused:

The part of the media plan that notes when and where ads will appear is the:

Advertising in international markets is largely the same as in domestic markets because of globalization of the world.

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

Outdoor advertising has changed dramatically with the development of new technologies, such as global positioning systems, wireless communications, and digital display technology.

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

Conducting research that matches the product to the media and the target market is the primary task of the:

Effective reach refers to the:

Which of the following is a relative measure of the efficiency of a media vehicle relative to a firm's target market?

Which is the most commonly used measure in media planning?

A media planner formulates a media program stating where and when to place advertisements.

A marketing analysis is a comprehensive review of a company's fundamental marketing program.

When advertisements are used at special intervals with none in-between, which media budgeting method is being used?

Many advertisers doubt the validity of the three-exposure hypothesis primarily because of:

The number of households tuned into a program divided by the total number of households with a television turned on calculates:

Television offers advertisers the most extensive coverage and highest reach of any media.

Identify the components of the media plan.

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times, such as Christmas, Valentine's Day, and Mother's Day.

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

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 8: Traditional Media Channels

If it costs $300,000 to place an advertisement on a television show that has an audience of 15,000,000, then the CPM (cost per thousand) would be $20.00.

The media multiplier effect is also important in the business-to-business advertising. According to research by American Business Media, when business people saw an advertisement in more than one medium it caused:

The part of the media plan that notes when and where ads will appear is the:

Advertising in international markets is largely the same as in domestic markets because of globalization of the world.

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

Outdoor advertising has changed dramatically with the development of new technologies, such as global positioning systems, wireless communications, and digital display technology.

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

Conducting research that matches the product to the media and the target market is the primary task of the:

Effective reach refers to the:

Which of the following is a relative measure of the efficiency of a media vehicle relative to a firm's target market?

Which is the most commonly used measure in media planning?

A media planner formulates a media program stating where and when to place advertisements.

A marketing analysis is a comprehensive review of a company's fundamental marketing program.

When advertisements are used at special intervals with none in-between, which media budgeting method is being used?

Many advertisers doubt the validity of the three-exposure hypothesis primarily because of:

The number of households tuned into a program divided by the total number of households with a television turned on calculates:

Television offers advertisers the most extensive coverage and highest reach of any media.

Identify the components of the media plan.

A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times, such as Christmas, Valentine's Day, and Mother's Day.

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

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters