Question 1

Media planners typically set reach goals between ______ and 80% when developing a campaign.

Accepted Answer

A) 0.3 
B) 0.4 
C) 0.5 
D) 0.6 
E) None of the above 
A) 0.3 
B) 0.4 
C) 0.5 
D) 0.6 
E) None of the above C

Question 2

The frequency planning matrix evaluates brands based on maturity and _______________.

Accepted Answer

A) Awareness 
B) Impact 
C) Purchase intention 
D) Click-through rate 
E) None of the above 
A) Awareness 
B) Impact 
C) Purchase intention 
D) Click-through rate 
E) None of the above A

Question 3

____________ addresses when your advertising should appear and what cycle it should be on for the campaign.

Accepted Answer

A) Frequency 
B) Continuity 
C) Reach 
D) Geography 
E) Impact 
A) Frequency 
B) Continuity 
C) Reach 
D) Geography 
E) Impact B

Question 4

Dollars allocated to the creation of programs are known as:

Accepted Answer

A) Working dollars 
B) Nonworking dollars 
C) Contingency dollars 
D) Agency dollars 
E) None of the above 
A) Working dollars 
B) Nonworking dollars 
C) Contingency dollars 
D) Agency dollars 
E) None of the above

Question 5

Which of the following IS NOT an advantage of using TV advertising?

Accepted Answer

A) Mass coverage 
B) Demonstration 
C) Versatile 
D) Mortality rate 
E) Prestige of medium 
A) Mass coverage 
B) Demonstration 
C) Versatile 
D) Mortality rate 
E) Prestige of medium

Question 6

A program's _______________ represents a percentage of the number of people watching a particular TV program relative to the total population.

Accepted Answer

A) Rating 
B) Cume 
C) Unduplicated audience 
D) Area of dominant influence 
E) Average Reach 
A) Rating 
B) Cume 
C) Unduplicated audience 
D) Area of dominant influence 
E) Average Reach

Question 7

The quote ""Unless your campaign contains a big idea, it will pass like a ship in the night."" was said by famous ad man, _______________.

Accepted Answer

A) Bill Bernbach 
B) David Ogilvy 
C) Leo Burnett 
D) Lee Clow 
E) John Wanamaker 
A) Bill Bernbach 
B) David Ogilvy 
C) Leo Burnett 
D) Lee Clow 
E) John Wanamaker

Question 8

Think about the common metrics used to evaluate media - which of the following is NOT a delivery metric:

Accepted Answer

A) Rating 
B) Frequency 
C) CPM 
D) ROI 
E) Both C and D 
A) Rating 
B) Frequency 
C) CPM 
D) ROI 
E) Both C and D

Question 9

Eighty percent of the total target audience heard the radio spots for Oakley's Delicatessen once during a four-week period. The average frequency of the
Campaign was three. Calculate the GRPs.

Accepted Answer

A) 26.67 
B) 480 
C) 240 
D) 2.4 
E) None of the above 
A) 26.67 
B) 480 
C) 240 
D) 2.4 
E) None of the above

Question 10

CPM is a metric that tells you how much it costs to deliver a message to __________ audience members.

Accepted Answer

A) 10 
B) 100 
C) 1000 
D) 10000 
E) None of the above 
A) 10 
B) 100 
C) 1000 
D) 10000 
E) None of the above

Question 11

TV networks, stations, satellite companies, and cable operators all sell ads through __________.

Accepted Answer

A) Reps 
B) Account planners 
C) None of the above 
D) Agents 
E) Account executives 
A) Reps 
B) Account planners 
C) None of the above 
D) Agents 
E) Account executives

Question 12

All of the following are measures to consider related to television EXCEPT:

Accepted Answer

A) HUT 
B) Circulation 
C) PUT 
D) GRPs 
E) Program share 
A) HUT 
B) Circulation 
C) PUT 
D) GRPs 
E) Program share

Question 13

The communication brief should be inspirational for the creative team and __________ for the media team.

Accepted Answer

A) Resourceful 
B) Practical 
C) Mindful 
D) Helpful 
E) None of the above 
A) Resourceful 
B) Practical 
C) Mindful 
D) Helpful 
E) None of the above

Question 14

Thinking about scheduling waves, the high point of the most intense advertising is known as:

Accepted Answer

A) Flight 
B) Sustaining period 
C) Hiatus 
D) Lift period 
E) None of the above 
A) Flight 
B) Sustaining period 
C) Hiatus 
D) Lift period 
E) None of the above

Question 15

With regard to flexibility, online advertising tends to be the most flexible while _________ advertising tends to be the least flexible.

Accepted Answer

A) Newspaper 
B) Magazine 
C) Outdoor 
D) Radio 
E) None of the above 
A) Newspaper 
B) Magazine 
C) Outdoor 
D) Radio 
E) None of the above

Question 16

The formula for Cost Per Thousand takes the ad cost and divides it by __________________ and then multiplies the product times 1,000.

Accepted Answer

A) GRPs 
B) Rating 
C) Audience delivered 
D) Cume 
E) None of the above 
A) GRPs 
B) Rating 
C) Audience delivered 
D) Cume 
E) None of the above

Question 17

In order to provide a framework for tactics, media planners should incude a description, rationale, cost and total ____________________ for each tactic.

Accepted Answer

A) Rating points 
B) Impressions 
C) Scenarios 
D) Consumer journeys 
E) None of the above 
A) Rating points 
B) Impressions 
C) Scenarios 
D) Consumer journeys 
E) None of the above

Question 18

Efficiency metrics are an important component of evaluating media because they take into consideration both cost and ______________.

Accepted Answer

A) DMA 
B) Audience delivery 
C) Frequency 
D) Conversions 
E) None of the above 
A) DMA 
B) Audience delivery 
C) Frequency 
D) Conversions 
E) None of the above

Question 19

A _______________ provides a benchmark for determining how to budget for the coming year.

Accepted Answer

A) Percent of sales 
B) Percent of advertising 
C) Percent of market 
D) Share of voice 
E) None of the above 
A) Percent of sales 
B) Percent of advertising 
C) Percent of market 
D) Share of voice 
E) None of the above

Question 20

When running __________, you must provide certaing information about prizes, odds, entry methods, and purchase requirements.

Accepted Answer

A) Political ads 
B) Religious ads 
C) Contests 
D) In-store promotions 
E) None of the above 
A) Political ads 
B) Religious ads 
C) Contests 
D) In-store promotions 
E) None of the above

Media planners typically set reach goals between ______ and 80% when developing a campaign.

The frequency planning matrix evaluates brands based on maturity and _______________.

____________ addresses when your advertising should appear and what cycle it should be on for the campaign.

Dollars allocated to the creation of programs are known as:

Which of the following IS NOT an advantage of using TV advertising?

A program's _______________ represents a percentage of the number of people watching a particular TV program relative to the total population.

The quote ""Unless your campaign contains a big idea, it will pass like a ship in the night."" was said by famous ad man, _______________.

Think about the common metrics used to evaluate media - which of the following is NOT a delivery metric:

Eighty percent of the total target audience heard the radio spots for Oakley's Delicatessen once during a four-week period. The average frequency of the Campaign was three. Calculate the GRPs.

CPM is a metric that tells you how much it costs to deliver a message to __________ audience members.

TV networks, stations, satellite companies, and cable operators all sell ads through __________.

All of the following are measures to consider related to television EXCEPT:

The communication brief should be inspirational for the creative team and __________ for the media team.

Thinking about scheduling waves, the high point of the most intense advertising is known as:

With regard to flexibility, online advertising tends to be the most flexible while _________ advertising tends to be the least flexible.

The formula for Cost Per Thousand takes the ad cost and divides it by __________________ and then multiplies the product times 1,000.

In order to provide a framework for tactics, media planners should incude a description, rationale, cost and total ____________________ for each tactic.

Efficiency metrics are an important component of evaluating media because they take into consideration both cost and ______________.

A _______________ provides a benchmark for determining how to budget for the coming year.

When running __________, you must provide certaing information about prizes, odds, entry methods, and purchase requirements.

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Exam 6: Media Planning and Strategy: Key Concepts and Considerations

Media planners typically set reach goals between ______ and 80% when developing a campaign.

The frequency planning matrix evaluates brands based on maturity and _______________.

____________ addresses when your advertising should appear and what cycle it should be on for the campaign.

Dollars allocated to the creation of programs are known as:

Which of the following IS NOT an advantage of using TV advertising?

A program's _______________ represents a percentage of the number of people watching a particular TV program relative to the total population.

The quote ""Unless your campaign contains a big idea, it will pass like a ship in the night."" was said by famous ad man, _______________.

Think about the common metrics used to evaluate media - which of the following is NOT a delivery metric:

Eighty percent of the total target audience heard the radio spots for Oakley's Delicatessen once during a four-week period. The average frequency of the Campaign was three. Calculate the GRPs.

CPM is a metric that tells you how much it costs to deliver a message to __________ audience members.

TV networks, stations, satellite companies, and cable operators all sell ads through __________.

All of the following are measures to consider related to television EXCEPT:

The communication brief should be inspirational for the creative team and __________ for the media team.

Thinking about scheduling waves, the high point of the most intense advertising is known as:

With regard to flexibility, online advertising tends to be the most flexible while _________ advertising tends to be the least flexible.

The formula for Cost Per Thousand takes the ad cost and divides it by __________________ and then multiplies the product times 1,000.

In order to provide a framework for tactics, media planners should incude a description, rationale, cost and total ____________________ for each tactic.

Efficiency metrics are an important component of evaluating media because they take into consideration both cost and ______________.

A _______________ provides a benchmark for determining how to budget for the coming year.

When running __________, you must provide certaing information about prizes, odds, entry methods, and purchase requirements.

Media Planning and Advertising Strategies

Media and Advertising Questions: Sales Promotions, Compensation Structures, Ethnic Marketing, Owned Media, and Measurement

A Comprehensive Guide to Advertising Strategies and Metrics

Media Choices and Strategies for Direct Response and Alternative Advertising

Media Planning and Strategy: Evaluating Efficiency and Effectiveness

Media Planning and Strategy: A Comprehensive Guide

Media Planning and Targeting Strategies

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