Question 1

Which of the following publications would most likely be used in a "rifle" strategy?

Accepted Answer

A)  Time magazine 
B)  Chatelaine magazine 
C)  Ski Canada magazine 
D)  Canadian Geographic magazine 
E)  The Globe and Mail newspaper 
A)  Time magazine 
B)  Chatelaine magazine 
C)  Ski Canada magazine 
D)  Canadian Geographic magazine 
E)  The Globe and Mail newspaper

Question 2

Summarize the media planning process.

Accepted Answer

Media carry a brand's selling message to

Question 3

This budgeting method is based on the premise that advertising plays a key role in motivating consumers.

Accepted Answer

A)  task (objective) method 
B)  percentage of sales 
C)  industry average 
D)  fixed sum per unit sold 
E)  share of advertising/share of market 
A)  task (objective) method 
B)  percentage of sales 
C)  industry average 
D)  fixed sum per unit sold 
E)  share of advertising/share of market

Question 4

If factual details in an advertising message such as technical data or performance ratings must be communicated, print media backed by a website is an appropriate choice.

Accepted Answer

A) True 
 B)False

Question 5

In this budgeting method, the company allocates a predetermined amount to advertising for each unit sold:

Accepted Answer

A)  industry average 
B)  share of market 
C)  fixed sum per unit sold 
D)  task method 
E)  percentage of sales 
A)  industry average 
B)  share of market 
C)  fixed sum per unit sold 
D)  task method 
E)  percentage of sales

Question 6

The strategy of distributing media dollars more equitably across several media is often referred to as

Accepted Answer

A)  a concentrated media strategy 
B)  a roadblock 
C)  an assortment media strategy 
D)  a build-up schedule 
E)  flexibility 
A)  a concentrated media strategy 
B)  a roadblock 
C)  an assortment media strategy 
D)  a build-up schedule 
E)  flexibility

Question 7

The term "hiatus" refers to rapid increases in advertising frequency when current objectives are not being met.

Accepted Answer

A) True 
 B)False

Question 8

If a message reaches 70 per cent of the target households three times in one week, what GRP level is attained?

Accepted Answer

A)  21 
B)  2.1 
C)  70 
D)  2100 
E)  210 
A)  21 
B)  2.1 
C)  70 
D)  2100 
E)  210

Question 9

Compare gross impressions to gross rating points.

Accepted Answer

A media plan's impressions are referred

Question 10

Media planners use a target market profile to help them choose the best places and times to advertise.

Accepted Answer

A) True 
 B)False

Question 11

"Media Advisor" is an example of a

Accepted Answer

A)  cost efficiency calculation 
B)  television media planning software tool 
C)  broadcast planning tactic 
D)  budgeting strategy 
E)  electronic data interchange 
A)  cost efficiency calculation 
B)  television media planning software tool 
C)  broadcast planning tactic 
D)  budgeting strategy 
E)  electronic data interchange

Question 12

How do advertisers choose which media to use?

Accepted Answer

Advertisers can choose between broadcast

Question 13

The client provides the agency's media personnel with background information, along with direction for developing the media plan in a document called

Accepted Answer

A)  a media brief 
B)  a market profile 
C)  a media strategy 
D)  a creative brief 
E)  the media plan 
A)  a media brief 
B)  a market profile 
C)  a media strategy 
D)  a creative brief 
E)  the media plan

Question 14

The direction a media plan takes is largely based on the guidelines provided by the client's marketing plan.

Accepted Answer

A) True 
 B)False

Question 15

A post-buy analysis is an analysis of actual audience delivery calculated after advertising has run.

Accepted Answer

A) True 
 B)False

Question 16

Reaching the desired target market efficiently through media is complicated by variables such as

Accepted Answer

A)  pricing policies 
B)  product development 
C)  distribution problems 
D)  consumers' media habits 
E)  environmental concerns 
A)  pricing policies 
B)  product development 
C)  distribution problems 
D)  consumers' media habits 
E)  environmental concerns

Question 17

The first step in the task method of budgeting is to determine

Accepted Answer

A)  existing share of market 
B)  the cost of the advertising recommendation 
C)  appropriate share of advertising 
D)  the quantity of advertising 
E)  what the advertising needs to achieve 
A)  existing share of market 
B)  the cost of the advertising recommendation 
C)  appropriate share of advertising 
D)  the quantity of advertising 
E)  what the advertising needs to achieve

Question 18

In Canada, the cost of one commercial on The Big Bang Theory is in the $50 000 to $60 000 range.

Accepted Answer

A) True 
 B)False

Question 19

Media planners are specialists who

Accepted Answer

A)  deal directly with media representatives 
B)  purchase the time and space 
C)  prepare the media brief 
D)  put together detailed media strategies and tactics 
E)  interpret the media plan 
A)  deal directly with media representatives 
B)  purchase the time and space 
C)  prepare the media brief 
D)  put together detailed media strategies and tactics 
E)  interpret the media plan

Question 20

What is a build-up schedule?

Accepted Answer

A build-up schedule is characterized by

Which of the following publications would most likely be used in a "rifle" strategy?

Summarize the media planning process.

This budgeting method is based on the premise that advertising plays a key role in motivating consumers.

If factual details in an advertising message such as technical data or performance ratings must be communicated, print media backed by a website is an appropriate choice.

In this budgeting method, the company allocates a predetermined amount to advertising for each unit sold:

The strategy of distributing media dollars more equitably across several media is often referred to as

The term "hiatus" refers to rapid increases in advertising frequency when current objectives are not being met.

If a message reaches 70 per cent of the target households three times in one week, what GRP level is attained?

Compare gross impressions to gross rating points.

Media planners use a target market profile to help them choose the best places and times to advertise.

"Media Advisor" is an example of a

How do advertisers choose which media to use?

The client provides the agency's media personnel with background information, along with direction for developing the media plan in a document called

The direction a media plan takes is largely based on the guidelines provided by the client's marketing plan.

A post-buy analysis is an analysis of actual audience delivery calculated after advertising has run.

Reaching the desired target market efficiently through media is complicated by variables such as

The first step in the task method of budgeting is to determine

In Canada, the cost of one commercial on The Big Bang Theory is in the $50 000 to $60 000 range.

Media planners are specialists who

What is a build-up schedule?

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

Which of the following publications would most likely be used in a "rifle" strategy?

Summarize the media planning process.

This budgeting method is based on the premise that advertising plays a key role in motivating consumers.

If factual details in an advertising message such as technical data or performance ratings must be communicated, print media backed by a website is an appropriate choice.

In this budgeting method, the company allocates a predetermined amount to advertising for each unit sold:

The strategy of distributing media dollars more equitably across several media is often referred to as

The term "hiatus" refers to rapid increases in advertising frequency when current objectives are not being met.

If a message reaches 70 per cent of the target households three times in one week, what GRP level is attained?

Compare gross impressions to gross rating points.

Media planners use a target market profile to help them choose the best places and times to advertise.

"Media Advisor" is an example of a

How do advertisers choose which media to use?

The client provides the agency's media personnel with background information, along with direction for developing the media plan in a document called

The direction a media plan takes is largely based on the guidelines provided by the client's marketing plan.

A post-buy analysis is an analysis of actual audience delivery calculated after advertising has run.

Reaching the desired target market efficiently through media is complicated by variables such as

The first step in the task method of budgeting is to determine

In Canada, the cost of one commercial on The Big Bang Theory is in the $50 000 to $60 000 range.

Media planners are specialists who

What is a build-up schedule?

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