Question 1

Reach measures the number of:

Accepted Answer

A)  people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period. 
B)  people who place a particular brand into their evoked sets. 
C)  people who purchase a product in a given time period. 
D)  people who use a certain medium in a four week time period. 
A)  people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period. 
B)  people who place a particular brand into their evoked sets. 
C)  people who purchase a product in a given time period. 
D)  people who use a certain medium in a four week time period.

Question 2

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the:

Accepted Answer

A)  creative side of the agency. 
B)  account side of the agency. 
C)  media planning and buying side of agencies. 
D)  client. 
A)  creative side of the agency. 
B)  account side of the agency. 
C)  media planning and buying side of agencies. 
D)  client.

Question 3

A media planner's job is to purchase space as well as to negotiate rates, times, and schedules for ads.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Define reach, frequency, continuity, and gross impressions.

Accepted Answer

Reach is the number of people, household

Question 6

Multiplying a vehicle's rating times opportunities to see for an advertisement calculates the:

Accepted Answer

A)  cost per thousand. 
B)  gross rating points. 
C)  cost per rating point. 
D)  frequency. 
A)  cost per thousand. 
B)  gross rating points. 
C)  cost per rating point. 
D)  frequency.

Question 7

In terms of media, local retailers tend to spend the most dollars on:

Accepted Answer

A)  newspaper ads. 
B)  radio ads. 
C)  television ads. 
D)  billboards. 
A)  newspaper ads. 
B)  radio ads. 
C)  television ads. 
D)  billboards.

Question 8

Recency theory suggests that in terms of media strategy it is better to maximize frequency rather than reach.

Accepted Answer

A) True 
 B)False

Question 9

If three advertisements are placed on a weekly television show for six weeks, the number of OTS is 18.

Accepted Answer

A) True 
 B)False

Question 10

The part of the media plan that states measures of goal achievements and the rationale for choices is the:

Accepted Answer

A)  marketing analysis. 
B)  advertising analysis. 
C)  media strategy. 
D)  justification and summary. 
A)  marketing analysis. 
B)  advertising analysis. 
C)  media strategy. 
D)  justification and summary.

Question 11

Which of these media offers the most extensive coverage and the highest reach?

Accepted Answer

A)  Radio 
B)  Newspapers 
C)  Television 
D)  The internet 
A)  Radio 
B)  Newspapers 
C)  Television 
D)  The internet

Question 12

Although there are a large number of media buying agencies throughout the world, nearly 75 percent of all global media buying is conducted by:

Accepted Answer

A)  six large global agencies or their holding agencies. 
B)  U.S. agencies. 
C)  European agencies. 
D)  the WPP group. 
A)  six large global agencies or their holding agencies. 
B)  U.S. agencies. 
C)  European agencies. 
D)  the WPP group.

Question 13

Out-of-home advertising has changed dramatically through each of the following technologies except:

Accepted Answer

A)  global positioning systems. 
B)  wireless communications. 
C)  social media inteconnections. 
D)  digital display technology. 
A)  global positioning systems. 
B)  wireless communications. 
C)  social media inteconnections. 
D)  digital display technology.

Question 14

C3 computes a television commercial's rating plus any viewing of the commercial within seven days from when the original commercial ran.

Accepted Answer

A) True 
 B)False

Question 15

The major reason retailers tend to use newspapers for advertising is that they:

Accepted Answer

A)  are lower cost compared to the other media. 
B)  offer geographic selectivity. 
C)  have a longer life than radio or television. 
D)  show a preference for local retailers. 
A)  are lower cost compared to the other media. 
B)  offer geographic selectivity. 
C)  have a longer life than radio or television. 
D)  show a preference for local retailers.

Question 16

C3 ratings suggest that ads placed in which of the following situations of a pod generate 28 percent higher awareness than other ads in the pod sequence?

Accepted Answer

A)  In the first position 
B)  Near the beginning 
C)  In the middle 
D)  At the end 
A)  In the first position 
B)  Near the beginning 
C)  In the middle 
D)  At the end

Question 17

Advertising in newspapers offers each of the following advantages except:

Accepted Answer

A)  high flexibility. 
B)  high credibility. 
C)  long life. 
D)  longer copy or messages. 
A)  high flexibility. 
B)  high credibility. 
C)  long life. 
D)  longer copy or messages.

Question 18

The media multiplier effect means:

Accepted Answer

A)  the combined impact of using two or more media is stronger than using either medium alone. 
B)  the combined effect of television and magazines will increase recall by at least 25 percent. 
C)  the use of both trade journals and consumer journals for business-to-business ads will have a greater impact than using either medium alone. 
D)  that if three different media are used, the combined impact is greater than if only two different media are used. 
A)  the combined impact of using two or more media is stronger than using either medium alone. 
B)  the combined effect of television and magazines will increase recall by at least 25 percent. 
C)  the use of both trade journals and consumer journals for business-to-business ads will have a greater impact than using either medium alone. 
D)  that if three different media are used, the combined impact is greater than if only two different media are used.

Question 19

A flighting, or discontinuous, schedule for a perfume could include advertising throughout the entire year with extra ads during holidays such as Christmas, Valentine's Day, and Mother's Day.

Accepted Answer

A) True 
 B)False

Question 20

Reach represents the number of people, households, or businesses in a target market that are exposed to a message at least once during a given time period.

Accepted Answer

A) True 
 B)False

Reach measures the number of:

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the:

A media planner's job is to purchase space as well as to negotiate rates, times, and schedules for ads.

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

Define reach, frequency, continuity, and gross impressions.

Multiplying a vehicle's rating times opportunities to see for an advertisement calculates the:

In terms of media, local retailers tend to spend the most dollars on:

Recency theory suggests that in terms of media strategy it is better to maximize frequency rather than reach.

If three advertisements are placed on a weekly television show for six weeks, the number of OTS is 18.

The part of the media plan that states measures of goal achievements and the rationale for choices is the:

Which of these media offers the most extensive coverage and the highest reach?

Although there are a large number of media buying agencies throughout the world, nearly 75 percent of all global media buying is conducted by:

Out-of-home advertising has changed dramatically through each of the following technologies except:

C3 computes a television commercial's rating plus any viewing of the commercial within seven days from when the original commercial ran.

The major reason retailers tend to use newspapers for advertising is that they:

C3 ratings suggest that ads placed in which of the following situations of a pod generate 28 percent higher awareness than other ads in the pod sequence?

Advertising in newspapers offers each of the following advantages except:

The media multiplier effect means:

A flighting, or discontinuous, schedule for a perfume could include advertising throughout the entire year with extra ads during holidays such as Christmas, Valentine's Day, and Mother's Day.

Reach represents the number of people, households, or businesses in a target market that are exposed to a message at least once during a given time period.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Digital Marketing

Social Media

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 7: Traditional Media Channels

Reach measures the number of:

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the:

A media planner's job is to purchase space as well as to negotiate rates, times, and schedules for ads.

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

Define reach, frequency, continuity, and gross impressions.

Multiplying a vehicle's rating times opportunities to see for an advertisement calculates the:

In terms of media, local retailers tend to spend the most dollars on:

Recency theory suggests that in terms of media strategy it is better to maximize frequency rather than reach.

If three advertisements are placed on a weekly television show for six weeks, the number of OTS is 18.

The part of the media plan that states measures of goal achievements and the rationale for choices is the:

Which of these media offers the most extensive coverage and the highest reach?

Although there are a large number of media buying agencies throughout the world, nearly 75 percent of all global media buying is conducted by:

Out-of-home advertising has changed dramatically through each of the following technologies except:

C3 computes a television commercial's rating plus any viewing of the commercial within seven days from when the original commercial ran.

The major reason retailers tend to use newspapers for advertising is that they:

C3 ratings suggest that ads placed in which of the following situations of a pod generate 28 percent higher awareness than other ads in the pod sequence?

Advertising in newspapers offers each of the following advantages except:

The media multiplier effect means:

A flighting, or discontinuous, schedule for a perfume could include advertising throughout the entire year with extra ads during holidays such as Christmas, Valentine's Day, and Mother's Day.

Reach represents the number of people, households, or businesses in a target market that are exposed to a message at least once during a given time period.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Digital Marketing

Social Media

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