Question 1

Media planning involves developing a plan of action for communicating messages to the right people, at the right time, and with the right

Accepted Answer

A)  schedule 
B)  channels 
C)  market 
D)  frequency 
E)  agency 
A)  schedule 
B)  channels 
C)  market 
D)  frequency 
E)  agency D

Question 2

When would an advertiser use a profile-matching strategy?

Accepted Answer

In the case of a profile-matching strategy, the customer target market is carefully defined by demographic, psychographic, and geographic variables. When using this strategy, the advertising message is placed in media whose readers, listeners, or viewers have a similar profile to that of the product's target market. For example, Rogers Sportsnet appeals to a mainly male audience.

Question 3

In what circumstances would an advertiser employ a regional coverage strategy?

Accepted Answer

Advertisers who choose to advertise regionally might compare the total volume of the product category in each region to determine the allocation of advertising dollars. If a brand was underperforming in a region that was growing in importance, more advertising weight would be allocated to that region.

Question 4

Media objective statements should outline what the media plan should accomplish.

Accepted Answer

A) True 
 B)False

Question 5

Describe the three decisions involved in the media selection process.

Accepted Answer

The first decision is selecting the type

Question 6

Who is responsible for developing a media plan?

Accepted Answer

A media plan is a document that outlines

Question 7

Explain the "rifle strategy" used to match media with markets.

Accepted Answer

A rifle strategy is a matching strategy

Question 8

Gross impressions is calculated by the formula: budget/reach.

Accepted Answer

A) True 
 B)False

Question 9

The product brand media profile is particularly important if a client is briefing a new ad agency. Explain why.

Accepted Answer

The product/brand media profile provides

Question 10

Canadian Gardening would be an appropriate medium to select for a rifle strategy.

Accepted Answer

A) True 
 B)False

Question 11

BMW implemented its advertising campaign for the BMW 525i in only the Toronto, Montreal and Vancouver markets. This is an example of a

Accepted Answer

A)  blitz schedule 
B)  key market plan 
C)  profile-matching strategy 
D)  skip schedule 
E)  creative strategy 
A)  blitz schedule 
B)  key market plan 
C)  profile-matching strategy 
D)  skip schedule 
E)  creative strategy

Question 12

When it comes to reach versus frequency, a new product that has a high awareness objective may place greater emphasis on

Accepted Answer

A)  flexibility 
B)  GRP's 
C)  impressions 
D)  reach 
E)  tactics 
A)  flexibility 
B)  GRP's 
C)  impressions 
D)  reach 
E)  tactics

Question 13

A blocking chart outlines in one or two pages

Accepted Answer

A)  market coverage 
B)  the media selected 
C)  all of the details of the media execution. 
D)  the timing of the campaign 
E)  a blitz schedule 
A)  market coverage 
B)  the media selected 
C)  all of the details of the media execution. 
D)  the timing of the campaign 
E)  a blitz schedule

Question 14

Pulsing refers to the grouping of advertisements in flight, at different weights and duration over the course of a year.

Accepted Answer

A) True 
 B)False

Question 15

This type of media schedule is characterized by low initial media weight which gradually builds to an intensive campaign

Accepted Answer

A)  seasonal 
B)  build-up 
C)  skip 
D)  pulsing 
E)  blitz 
A)  seasonal 
B)  build-up 
C)  skip 
D)  pulsing 
E)  blitz

Question 16

What are the basic steps of the task method of budgeting?

Accepted Answer

In contrast to other methods, the task,

Question 17

A rifle strategy is a matching strategy used in situations where

Accepted Answer

A)  the target market can be precisely defined by some common characteristic 
B)  budgets are extremely tight 
C)  commercial time can be purchased on all available stations at a fixed time 
D)  the nature of the message has determined media selection 
E)  there is great urgency in the call to action 
A)  the target market can be precisely defined by some common characteristic 
B)  budgets are extremely tight 
C)  commercial time can be purchased on all available stations at a fixed time 
D)  the nature of the message has determined media selection 
E)  there is great urgency in the call to action

Question 18

What is a concentrated media strategy and what are its advantages?

Accepted Answer

To maximize the potential of scarce medi

Question 19

Media planners are specialists who determine the media strategies and tactics.

Accepted Answer

A) True 
 B)False

Question 20

Gross impressions are calculated by multiplying the estimated number of people who receive a message by the number of times they receive it.

Accepted Answer

A) True 
 B)False

Media planning involves developing a plan of action for communicating messages to the right people, at the right time, and with the right

When would an advertiser use a profile-matching strategy?

In what circumstances would an advertiser employ a regional coverage strategy?

Media objective statements should outline what the media plan should accomplish.

Describe the three decisions involved in the media selection process.

Who is responsible for developing a media plan?

Explain the "rifle strategy" used to match media with markets.

Gross impressions is calculated by the formula: budget/reach.

The product brand media profile is particularly important if a client is briefing a new ad agency. Explain why.

Canadian Gardening would be an appropriate medium to select for a rifle strategy.

BMW implemented its advertising campaign for the BMW 525i in only the Toronto, Montreal and Vancouver markets. This is an example of a

When it comes to reach versus frequency, a new product that has a high awareness objective may place greater emphasis on

A blocking chart outlines in one or two pages

Pulsing refers to the grouping of advertisements in flight, at different weights and duration over the course of a year.

This type of media schedule is characterized by low initial media weight which gradually builds to an intensive campaign

What are the basic steps of the task method of budgeting?

A rifle strategy is a matching strategy used in situations where

What is a concentrated media strategy and what are its advantages?

Media planners are specialists who determine the media strategies and tactics.

Gross impressions are calculated by multiplying the estimated number of people who receive a message by the number of times they receive it.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 7: Media Planning Essentials

Media planning involves developing a plan of action for communicating messages to the right people, at the right time, and with the right

When would an advertiser use a profile-matching strategy?

In what circumstances would an advertiser employ a regional coverage strategy?

Media objective statements should outline what the media plan should accomplish.

Describe the three decisions involved in the media selection process.

Who is responsible for developing a media plan?

Explain the "rifle strategy" used to match media with markets.

Gross impressions is calculated by the formula: budget/reach.

The product brand media profile is particularly important if a client is briefing a new ad agency. Explain why.

Canadian Gardening would be an appropriate medium to select for a rifle strategy.

BMW implemented its advertising campaign for the BMW 525i in only the Toronto, Montreal and Vancouver markets. This is an example of a

When it comes to reach versus frequency, a new product that has a high awareness objective may place greater emphasis on

A blocking chart outlines in one or two pages

Pulsing refers to the grouping of advertisements in flight, at different weights and duration over the course of a year.

This type of media schedule is characterized by low initial media weight which gradually builds to an intensive campaign

What are the basic steps of the task method of budgeting?

A rifle strategy is a matching strategy used in situations where

What is a concentrated media strategy and what are its advantages?

Media planners are specialists who determine the media strategies and tactics.

Gross impressions are calculated by multiplying the estimated number of people who receive a message by the number of times they receive it.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters