Question 1

How is a brand development index (BDI) developed and utilized?

Accepted Answer

A brand development index is the percent

Question 2

This type of media schedule is used for products that are sold and purchased at traditional times of the year

Accepted Answer

A)  skip 
B)  blitz 
C)  seasonal 
D)  pulsing 
E)  roadblock 
A)  skip 
B)  blitz 
C)  seasonal 
D)  pulsing 
E)  roadblock

Question 3

The media model "recency" suggests that

Accepted Answer

A)  reach is always more important that frequency 
B)  reach and frequency are less important than GRPs 
C)  frequency is the most important variable 
D)  reach and frequency must be balanced delicately 
E)  advertising works best when consumers are ready to buy 
A)  reach is always more important that frequency 
B)  reach and frequency are less important than GRPs 
C)  frequency is the most important variable 
D)  reach and frequency must be balanced delicately 
E)  advertising works best when consumers are ready to buy

Question 4

Reach does not double-count people exposed multiple times if a media plan involves repeated ads in one media category.

Accepted Answer

A) True 
 B)False

Question 5

A good example of what media planners refer to as "engagement" is

Accepted Answer

A)  channel surfing during television commercial breaks 
B)  surfing the Internet 
C)  listening to the radio while at work 
D)  text-messaging while watching television 
E)  30 minutes of uninterrupted time reading a favourite magazine 
A)  channel surfing during television commercial breaks 
B)  surfing the Internet 
C)  listening to the radio while at work 
D)  text-messaging while watching television 
E)  30 minutes of uninterrupted time reading a favourite magazine

Question 6

It is now common for the client to brief the agency creative team and media team at the same time.

Accepted Answer

A) True 
 B)False

Question 7

Explain the media concept called "recency."

Accepted Answer

Recency is a model that suggests that ad

Question 8

Prior to committing to a plan, media planners should analyze competitors'

Accepted Answer

A)  websites 
B)  annual sales 
C)  target audience 
D)  mission statements 
E)  media usage and expenditure patterns 
A)  websites 
B)  annual sales 
C)  target audience 
D)  mission statements 
E)  media usage and expenditure patterns

Question 9

Share of advertising refers to

Accepted Answer

A)  the number of loyal customers within a market segment 
B)  the competitor's overall media budget 
C)  the amount a brand invests in advertising as a percentage of the total category investment 
D)  the portion of the overall marketing budget devoted to advertising 
E)  the portion of the advertising budget placed in television 
A)  the number of loyal customers within a market segment 
B)  the competitor's overall media budget 
C)  the amount a brand invests in advertising as a percentage of the total category investment 
D)  the portion of the overall marketing budget devoted to advertising 
E)  the portion of the advertising budget placed in television

Question 10

What constitutes a well-written media objective?

Accepted Answer

Media objectives are clearly-worded stat

Question 11

The third step to the task method of budgeting involves

Accepted Answer

A)  determining the cost of the media and production 
B)  cost of media only 
C)  cost of creative 
D)  schedule of media 
E)  buy type and quantity of advertising 
A)  determining the cost of the media and production 
B)  cost of media only 
C)  cost of creative 
D)  schedule of media 
E)  buy type and quantity of advertising

Question 12

Efficiency in media planning can be defined as gaining maximum impact at minimum cost to the consumer.

Accepted Answer

A) True 
 B)False

Question 13

Advertisers are becoming more concerned about engagement when attempting to reach their target market. What does the term engagement mean and why is it important to advertisers?

Accepted Answer

Interactive media (Internet, cell phones

Question 14

The total, unduplicated audience potentially exposed one or more times to an advertiser's messages during a given time period is referred to as

Accepted Answer

A)  reach 
B)  impressions 
C)  continuity 
D)  flexibility 
E)  frequency 
A)  reach 
B)  impressions 
C)  continuity 
D)  flexibility 
E)  frequency

Question 15

Explain the role of the media buyer.

Accepted Answer

The media buyer purchases the time and s

Question 16

Continuity is one of the first media planning variables to be sacrificed when budget becomes an issue.

Accepted Answer

A) True 
 B)False

Question 17

Describe a selective coverage plan. Provide an example.

Accepted Answer

A selective coverage plan ignores factor

Question 18

The nature of the word "shotgun" suggests that the target market for which the shotgun strategy is best suited is more

Accepted Answer

A)  local 
B)  provincial 
C)  specific 
D)  general 
E)  regional 
A)  local 
B)  provincial 
C)  specific 
D)  general 
E)  regional

Question 19

Media time and space are purchased in a uniform manner over a designated period, when advertisers use

Accepted Answer

A)  roadblock 
B)  even schedule 
C)  blitz 
D)  skip schedule 
E)  rifle strategy 
A)  roadblock 
B)  even schedule 
C)  blitz 
D)  skip schedule 
E)  rifle strategy

Question 20

In terms of marketing communications, the nature of the product (the degree of uniqueness) can influence the amount of money spent on

Accepted Answer

A)  advertising 
B)  product development 
C)  market research 
D)  strategic alliances 
E)  distribution 
A)  advertising 
B)  product development 
C)  market research 
D)  strategic alliances 
E)  distribution

How is a brand development index (BDI) developed and utilized?

This type of media schedule is used for products that are sold and purchased at traditional times of the year

The media model "recency" suggests that

Reach does not double-count people exposed multiple times if a media plan involves repeated ads in one media category.

A good example of what media planners refer to as "engagement" is

It is now common for the client to brief the agency creative team and media team at the same time.

Explain the media concept called "recency."

Prior to committing to a plan, media planners should analyze competitors'

Share of advertising refers to

What constitutes a well-written media objective?

The third step to the task method of budgeting involves

Efficiency in media planning can be defined as gaining maximum impact at minimum cost to the consumer.

Advertisers are becoming more concerned about engagement when attempting to reach their target market. What does the term engagement mean and why is it important to advertisers?

The total, unduplicated audience potentially exposed one or more times to an advertiser's messages during a given time period is referred to as

Explain the role of the media buyer.

Continuity is one of the first media planning variables to be sacrificed when budget becomes an issue.

Describe a selective coverage plan. Provide an example.

The nature of the word "shotgun" suggests that the target market for which the shotgun strategy is best suited is more

Media time and space are purchased in a uniform manner over a designated period, when advertisers use

In terms of marketing communications, the nature of the product (the degree of uniqueness) can influence the amount of money spent on

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

How is a brand development index (BDI) developed and utilized?

This type of media schedule is used for products that are sold and purchased at traditional times of the year

The media model "recency" suggests that

Reach does not double-count people exposed multiple times if a media plan involves repeated ads in one media category.

A good example of what media planners refer to as "engagement" is

It is now common for the client to brief the agency creative team and media team at the same time.

Explain the media concept called "recency."

Prior to committing to a plan, media planners should analyze competitors'

Share of advertising refers to

What constitutes a well-written media objective?

The third step to the task method of budgeting involves

Efficiency in media planning can be defined as gaining maximum impact at minimum cost to the consumer.

Advertisers are becoming more concerned about engagement when attempting to reach their target market. What does the term engagement mean and why is it important to advertisers?

The total, unduplicated audience potentially exposed one or more times to an advertiser's messages during a given time period is referred to as

Explain the role of the media buyer.

Continuity is one of the first media planning variables to be sacrificed when budget becomes an issue.

Describe a selective coverage plan. Provide an example.

The nature of the word "shotgun" suggests that the target market for which the shotgun strategy is best suited is more

Media time and space are purchased in a uniform manner over a designated period, when advertisers use

In terms of marketing communications, the nature of the product (the degree of uniqueness) can influence the amount of money spent on

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