Question 1

Touchpoints are where the brand reaches the consumer with an advertising message - this is also referred to as:

Accepted Answer

A) Content 
B) Contact 
C) Interaction 
D) Connection 
E) None of the above 
A) Content 
B) Contact 
C) Interaction 
D) Connection 
E) None of the above B

Question 2

In the SWOT analysis, opportunities are considered to be what type of factor:

Accepted Answer

A) External 
B) Explicit 
C) Implicit 
D) Internal 
E) None of the above 
A) External 
B) Explicit 
C) Implicit 
D) Internal 
E) None of the above A

Question 3

The Gap has decided to divide their target market based on purchase behavior such as usage, volume, or purchase occasion. This type of strategy would be characterized as:

Accepted Answer

A) Niche marketing 
B) Behavioral targeting 
C) Lifestyle marketing 
D) Geographic targeting 
E) None of the above 
A) Niche marketing 
B) Behavioral targeting 
C) Lifestyle marketing 
D) Geographic targeting 
E) None of the above B

Question 4

When thinking of the Five M's, ________ refers to who we are trying to reach with the campaign.

Accepted Answer

A) Medium 
B) Markets 
C) Measurement 
D) Money 
E) Messages 
A) Medium 
B) Markets 
C) Measurement 
D) Money 
E) Messages

Question 5

According to the Geography lecture, a group of people living in a certain geographic area who are likely to buy a given product or brand is referred to as:

Accepted Answer

A) Spot area 
B) Market 
C) DSA 
D) City 
E) Metroplex 
A) Spot area 
B) Market 
C) DSA 
D) City 
E) Metroplex

Question 6

CMR is a national media tracking tool and the acronym stands for:

Accepted Answer

A) Competitive market reporting 
B) Competitive media reporting 
C) Complete media reporting 
D) Complete market reporting 
E) None of the above 
A) Competitive market reporting 
B) Competitive media reporting 
C) Complete media reporting 
D) Complete market reporting 
E) None of the above

Question 7

The key development influences behind a media plan include all of the following EXCEPT:

Accepted Answer

A) Overall advertising strategy 
B) Creative messaging 
C) Advertising objectives 
D) Distribution 
E) Execution 
A) Overall advertising strategy 
B) Creative messaging 
C) Advertising objectives 
D) Distribution 
E) Execution

Question 8

Media spending typically accounts for roughly _____ or more of the total budget.

Accepted Answer

A) 0.7 
B) 0.8 
C) 0.6 
D) 0.5 
E) None of the above 
A) 0.7 
B) 0.8 
C) 0.6 
D) 0.5 
E) None of the above

Question 9

A brand exhibiting a low CDI but high BDI should be monitored for:

Accepted Answer

A) Good market potential 
B) Low market share 
C) Poor market potential 
D) Declining sales 
E) None of the above 
A) Good market potential 
B) Low market share 
C) Poor market potential 
D) Declining sales 
E) None of the above

Question 10

This type of objective deals with overall sales goals and is expressed in terms of sales levels, revenue, or sales shares,

Accepted Answer

A) Media objective 
B) Advertising objective 
C) Marketing objective 
D) Corporate objective 
E) None of the above 
A) Media objective 
B) Advertising objective 
C) Marketing objective 
D) Corporate objective 
E) None of the above

Question 11

Media objectives shoud always include: target market, reach / frequency / continuity, seasonality / timing, and ________.

Accepted Answer

A) Visuals 
B) Geography 
C) Budget 
D) Sales 
E) Distribution 
A) Visuals 
B) Geography 
C) Budget 
D) Sales 
E) Distribution

Question 12

In the SWOT analysis, weaknesses are considered to be what type of factor:

Accepted Answer

A) External 
B) Explicit 
C) Implicit 
D) Internal 
E) None of the above 
A) External 
B) Explicit 
C) Implicit 
D) Internal 
E) None of the above

Question 13

Generally speaking, brand strategies boil down to increasing brand penetration and ________.

Accepted Answer

A) Social media engagement 
B) Earned media 
C) Buy rates 
D) Owned media 
E) None of the above 
A) Social media engagement 
B) Earned media 
C) Buy rates 
D) Owned media 
E) None of the above

Question 14

The ___________ links the marketing objectives and strategies to the communication objectives and strategies.

Accepted Answer

A) Situation analysis 
B) Executive summary 
C) Media objectives 
D) Media strategy 
E) Conclusions 
A) Situation analysis 
B) Executive summary 
C) Media objectives 
D) Media strategy 
E) Conclusions

Question 15

The communication plan should always begin with:

Accepted Answer

A) Executive summary 
B) List of media vehicles 
C) Outline 
D) Research 
E) None of the above 
A) Executive summary 
B) List of media vehicles 
C) Outline 
D) Research 
E) None of the above

Question 16

A numerical display showing geographic or demographic areas of a brand's relative strength or weakness of sales is referred to as:

Accepted Answer

A) Category development index (CDI) 
B) Brand development index (BDI) 
C) Brand opportunity index (BOI) 
D) Brand sales index (BSI) 
E) None of the above 
A) Category development index (CDI) 
B) Brand development index (BDI) 
C) Brand opportunity index (BOI) 
D) Brand sales index (BSI) 
E) None of the above

Question 17

To determine advertising start dates, you must analyze all of the following EXCEPT:

Accepted Answer

A) Consumer buying patterns 
B) Creative messaging 
C) Competitive advertising 
D) Client budget 
E) Preferred waves or other advertising patterns 
A) Consumer buying patterns 
B) Creative messaging 
C) Competitive advertising 
D) Client budget 
E) Preferred waves or other advertising patterns

Question 18

The media plan should support the communication and marketing strategy as well as the overall _____________.

Accepted Answer

A) Business plan 
B) Distribution plan 
C) Product plan 
D) Marketing media 
E) None of the above 
A) Business plan 
B) Distribution plan 
C) Product plan 
D) Marketing media 
E) None of the above

Question 19

All of the following are characteristics of objectives EXCEPT:

Accepted Answer

A) Quantifiable 
B) Consistent with other goals and objectives 
C) Uses infinitive form of a verb 
D) Consistent with earned media 
E) Consistent with message strategy 
A) Quantifiable 
B) Consistent with other goals and objectives 
C) Uses infinitive form of a verb 
D) Consistent with earned media 
E) Consistent with message strategy

Question 20

Advertising media are _________, not ___________.

Accepted Answer

A) Strategies, objectives 
B) Tactics, strategies 
C) Objectives, strategies 
D) Strategies, tactics 
E) None of the above 
A) Strategies, objectives 
B) Tactics, strategies 
C) Objectives, strategies 
D) Strategies, tactics 
E) None of the above

Touchpoints are where the brand reaches the consumer with an advertising message - this is also referred to as:

In the SWOT analysis, opportunities are considered to be what type of factor:

The Gap has decided to divide their target market based on purchase behavior such as usage, volume, or purchase occasion. This type of strategy would be characterized as:

When thinking of the Five M's, ________ refers to who we are trying to reach with the campaign.

According to the Geography lecture, a group of people living in a certain geographic area who are likely to buy a given product or brand is referred to as:

CMR is a national media tracking tool and the acronym stands for:

The key development influences behind a media plan include all of the following EXCEPT:

Media spending typically accounts for roughly _____ or more of the total budget.

A brand exhibiting a low CDI but high BDI should be monitored for:

This type of objective deals with overall sales goals and is expressed in terms of sales levels, revenue, or sales shares,

Media objectives shoud always include: target market, reach / frequency / continuity, seasonality / timing, and ________.

In the SWOT analysis, weaknesses are considered to be what type of factor:

Generally speaking, brand strategies boil down to increasing brand penetration and ________.

The ___________ links the marketing objectives and strategies to the communication objectives and strategies.

The communication plan should always begin with:

A numerical display showing geographic or demographic areas of a brand's relative strength or weakness of sales is referred to as:

To determine advertising start dates, you must analyze all of the following EXCEPT:

The media plan should support the communication and marketing strategy as well as the overall _____________.

All of the following are characteristics of objectives EXCEPT:

Advertising media are _, not ___.

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: Key Concepts and Considerations

Media Planning and Strategy: A Comprehensive Guide

Filters

Exam 8: Media Planning and Targeting Strategies

Touchpoints are where the brand reaches the consumer with an advertising message - this is also referred to as:

In the SWOT analysis, opportunities are considered to be what type of factor:

The Gap has decided to divide their target market based on purchase behavior such as usage, volume, or purchase occasion. This type of strategy would be characterized as:

When thinking of the Five M's, ________ refers to who we are trying to reach with the campaign.

According to the Geography lecture, a group of people living in a certain geographic area who are likely to buy a given product or brand is referred to as:

CMR is a national media tracking tool and the acronym stands for:

The key development influences behind a media plan include all of the following EXCEPT:

Media spending typically accounts for roughly _____ or more of the total budget.

A brand exhibiting a low CDI but high BDI should be monitored for:

This type of objective deals with overall sales goals and is expressed in terms of sales levels, revenue, or sales shares,

Media objectives shoud always include: target market, reach / frequency / continuity, seasonality / timing, and ________.

In the SWOT analysis, weaknesses are considered to be what type of factor:

Generally speaking, brand strategies boil down to increasing brand penetration and ________.

The ___________ links the marketing objectives and strategies to the communication objectives and strategies.

The communication plan should always begin with:

A numerical display showing geographic or demographic areas of a brand's relative strength or weakness of sales is referred to as:

To determine advertising start dates, you must analyze all of the following EXCEPT:

The media plan should support the communication and marketing strategy as well as the overall _____________.

All of the following are characteristics of objectives EXCEPT:

Advertising media are _________, not ___________.

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: Key Concepts and Considerations

Media Planning and Strategy: A Comprehensive Guide

Filters

Advertising media are _, not ___.