Question 1

When advertising focuses on the general consumer rather than the distribution channel, you are using a ________ strategy.

Accepted Answer

A) Pull 
B) Push 
C) Maximize 
D) Minimize 
E) None of the above 
A) Pull 
B) Push 
C) Maximize 
D) Minimize 
E) None of the above

Question 2

When Applecart Antique Mall purchased time on local television, the station account executive promised a total exposure for the ad of 26,000 HHs. Meaning the _______ for the commercial would be 26,000 HHs.

Accepted Answer

A) Gross Impressions 
B) Reach 
C) Frequency 
D) Gross Rating Point 
E) Effective Reach 
A) Gross Impressions 
B) Reach 
C) Frequency 
D) Gross Rating Point 
E) Effective Reach

Question 3

When you compare media across the board using measures like CPM, you are using _________ costs.

Accepted Answer

A) Absolute 
B) Fixed 
C) Variable 
D) Relative 
E) None of the above 
A) Absolute 
B) Fixed 
C) Variable 
D) Relative 
E) None of the above

Question 4

The TV industry is dominated by the four big networks which have _____________ spread across the country in major markets.

Accepted Answer

A) Groups 
B) Affiliates 
C) Conglomerates 
D) Offices 
E) None of the above 
A) Groups 
B) Affiliates 
C) Conglomerates 
D) Offices 
E) None of the above

Question 5

Media strategies take two overall forms: media mix and media ____________.

Accepted Answer

A) Flexibility 
B) Continuity 
C) Scheduling 
D) Impact 
E) None of the above 
A) Flexibility 
B) Continuity 
C) Scheduling 
D) Impact 
E) None of the above

Question 6

When more sales generate higher production costs, you are working with a _______________ prodution cost model.

Accepted Answer

A) Cost plus 
B) Time-based 
C) Performance-based 
D) Value-based 
E) None of the above 
A) Cost plus 
B) Time-based 
C) Performance-based 
D) Value-based 
E) None of the above

Question 7

The glue that binds the media and the message together for a complete campaign is known as:

Accepted Answer

A) The Big Idea 
B) The Total Concept 
C) The Big Concept 
D) The Total Brand Plan 
E) None of the above 
A) The Big Idea 
B) The Total Concept 
C) The Big Concept 
D) The Total Brand Plan 
E) None of the above

Question 8

In order to seed a message strongly with a target audience, media planners often _______________ the campaign.

Accepted Answer

A) Back load 
B) Front load 
C) Heavy up 
D) Heavy load 
E) None of the above 
A) Back load 
B) Front load 
C) Heavy up 
D) Heavy load 
E) None of the above

Question 9

All of the following were mentioned as creative neccesities EXCEPT:

Accepted Answer

A) Motion 
B) Demonstration 
C) Budget 
D) Visuals 
E) Coupon integration 
A) Motion 
B) Demonstration 
C) Budget 
D) Visuals 
E) Coupon integration

Question 10

Dollars set aside for a variety of situations 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 11

When evaluating media vehciles, planners begin by analyzing the frequency, reach, and ____________ of each media vehicle in consideration.

Accepted Answer

A) Continuity 
B) Impact 
C) Scheduling 
D) Geography 
E) None of the above 
A) Continuity 
B) Impact 
C) Scheduling 
D) Geography 
E) None of the above

Question 12

Dollars allocated to media that will impact the overall market are know 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 13

Media strategies are the answer to ______ you will achieve your media objectives.

Accepted Answer

A) When 
B) Where 
C) How 
D) Why 
E) None of the above 
A) When 
B) Where 
C) How 
D) Why 
E) None of the above

Question 14

A television program's ___________ is the percentage of people currently watching that specific show determined from the total number of viewers watching television at that particular moment.

Accepted Answer

A) Rating 
B) Share 
C) Unduplicated audience 
D) Area of dominant influence 
E) Average reach 
A) Rating 
B) Share 
C) Unduplicated audience 
D) Area of dominant influence 
E) Average reach

Question 15

The first factor that you need to consider when setting your goals and objectives is:

Accepted Answer

A) Target audience 
B) Product purchase cycle 
C) Geography 
D) Continuity 
E) Impact 
A) Target audience 
B) Product purchase cycle 
C) Geography 
D) Continuity 
E) Impact

Question 16

With this type of ad sales, brands will commit up to 75% of their advertising budgets when fall schedules are announced for television.

Accepted Answer

A) Opportunitistic buying 
B) Scatter buying 
C) Upfront buying 
D) Preimptive buying 
E) None of the above 
A) Opportunitistic buying 
B) Scatter buying 
C) Upfront buying 
D) Preimptive buying 
E) None of the above

Question 17

Based on the average CPMs noted in the textbook, CPMs for _______________ always tend to be higher than television.

Accepted Answer

A) Print (newspaper and magazines) 
B) Radio 
C) Outdoor 
D) Internet 
E) Transit 
A) Print (newspaper and magazines) 
B) Radio 
C) Outdoor 
D) Internet 
E) Transit

When advertising focuses on the general consumer rather than the distribution channel, you are using a ________ strategy.

When Applecart Antique Mall purchased time on local television, the station account executive promised a total exposure for the ad of 26,000 HHs. Meaning the _______ for the commercial would be 26,000 HHs.

When you compare media across the board using measures like CPM, you are using _________ costs.

The TV industry is dominated by the four big networks which have _____________ spread across the country in major markets.

Media strategies take two overall forms: media mix and media ____________.

When more sales generate higher production costs, you are working with a _______________ prodution cost model.

The glue that binds the media and the message together for a complete campaign is known as:

In order to seed a message strongly with a target audience, media planners often _______________ the campaign.

All of the following were mentioned as creative neccesities EXCEPT:

Dollars set aside for a variety of situations are known as:

When evaluating media vehciles, planners begin by analyzing the frequency, reach, and ____________ of each media vehicle in consideration.

Dollars allocated to media that will impact the overall market are know as:

Media strategies are the answer to ______ you will achieve your media objectives.

A television program's ___________ is the percentage of people currently watching that specific show determined from the total number of viewers watching television at that particular moment.

The first factor that you need to consider when setting your goals and objectives is:

With this type of ad sales, brands will commit up to 75% of their advertising budgets when fall schedules are announced for television.

Based on the average CPMs noted in the textbook, CPMs for _______________ always tend to be higher than television.

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

Filters

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

When advertising focuses on the general consumer rather than the distribution channel, you are using a ________ strategy.

When Applecart Antique Mall purchased time on local television, the station account executive promised a total exposure for the ad of 26,000 HHs. Meaning the _______ for the commercial would be 26,000 HHs.

When you compare media across the board using measures like CPM, you are using _________ costs.

The TV industry is dominated by the four big networks which have _____________ spread across the country in major markets.

Media strategies take two overall forms: media mix and media ____________.

When more sales generate higher production costs, you are working with a _______________ prodution cost model.

The glue that binds the media and the message together for a complete campaign is known as:

In order to seed a message strongly with a target audience, media planners often _______________ the campaign.

All of the following were mentioned as creative neccesities EXCEPT:

Dollars set aside for a variety of situations are known as:

When evaluating media vehciles, planners begin by analyzing the frequency, reach, and ____________ of each media vehicle in consideration.

Dollars allocated to media that will impact the overall market are know as:

Media strategies are the answer to ______ you will achieve your media objectives.

A television program's ___________ is the percentage of people currently watching that specific show determined from the total number of viewers watching television at that particular moment.

The first factor that you need to consider when setting your goals and objectives is:

With this type of ad sales, brands will commit up to 75% of their advertising budgets when fall schedules are announced for television.

Based on the average CPMs noted in the textbook, CPMs for _______________ always tend to be higher than television.

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

Filters