Question 1

A media strategy, media schedule, justification, and summary are components of a media planning strategy.

Accepted Answer

A) True 
 B)False

Question 2

Magazines offer each of the following advantages except:

Accepted Answer

A) high level of market segmentation. 
B) high level of color quality. 
C) long life. 
D) short ad lead time. 
A) high level of market segmentation. 
B) high level of color quality. 
C) long life. 
D) short ad lead time.

Question 3

Describe recency theory.

Accepted Answer

Recency theory suggests that a consumer'

Question 4

Of the following media, the one that is least able to target specific target markets is:

Accepted Answer

A) television. 
B) radio. 
C) magazines. 
D) out-of-home. 
A) television. 
B) radio. 
C) magazines. 
D) out-of-home.

Question 5

Successful marketing involves identifying target markets and the right media to reach the members of those markets.

Accepted Answer

A) True 
 B)False

Question 6

Radio has the advantage of intimacy, in which the DJ talks directly to the listener.

Accepted Answer

A) True 
 B)False

Question 7

Opportunities to see measures the impact or intensity of a media plan.

Accepted Answer

A) True 
 B)False

Question 8

Identifying the difference between consumer ads and business-to-business ads is becoming more difficult, especially with television, out-of-home, and internet ads.

Accepted Answer

A) True 
 B)False

Question 9

In business-to-business advertising expenditures, the most dollars are spent on:

Accepted Answer

A) television. 
B) the internet. 
C) business publications. 
D) newspapers. 
A) television. 
B) the internet. 
C) business publications. 
D) newspapers.

Question 10

A company that manufactures washing machines is most likely to invest in which type of advertising campaign?

Accepted Answer

A) Continuous 
B) Flighting, or discontinuous 
C) Reach 
D) Pulsating 
A) Continuous 
B) Flighting, or discontinuous 
C) Reach 
D) Pulsating

Question 11

Marketers now post television commercials on YouTube simultaneously with the TV launch, which is a practice called:

Accepted Answer

A) spot roll. 
B) in-stream. 
C) dynamic advertising. 
D) pre-roll. 
A) spot roll. 
B) in-stream. 
C) dynamic advertising. 
D) pre-roll.

Question 12

Recency theory suggests that a member in a buying center who is prepared to purchase a copier has:

Accepted Answer

A) to see at least three ads for copier machines before it is noticed. 
B) an intrusion threshold for copier ads. 
C) selective attention to copier ads. 
D) high interest in copier ads on a year-round basis. 
A) to see at least three ads for copier machines before it is noticed. 
B) an intrusion threshold for copier ads. 
C) selective attention to copier ads. 
D) high interest in copier ads on a year-round basis.

Question 13

If the objective of an advertising campaign for JD Bank is to increase brand recall, then reach is more important than frequency.

Accepted Answer

A) True 
 B)False

Question 14

Effective reach is the percentage of an audience that is exposed to an advertising message.

Accepted Answer

A) True 
 B)False

Question 15

The media which features the best quality of color in ads is:

Accepted Answer

A) magazines. 
B) newspapers. 
C) billboards. 
D) trade journals. 
A) magazines. 
B) newspapers. 
C) billboards. 
D) trade journals.

Question 16

Research findings indicate that if a brand pre-rolls TV ads on YouTube as well as in-streaming of its TV ads, the brand can expect higher:

Accepted Answer

A) recall of its ads. 
B) brand recognition. 
C) social media chatter. 
D) sales. 
A) recall of its ads. 
B) brand recognition. 
C) social media chatter. 
D) sales.

Question 17

Among the following ad campaigns, frequency would be highest for ________ second television spots.

Accepted Answer

A) six 15 
B) one 45 
C) five 30 
D) four 15 
A) six 15 
B) one 45 
C) five 30 
D) four 15

Question 18

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the:

Accepted Answer

A) creative side of the agency. 
B) account side of the agency. 
C) media planning and buying side of agencies. 
D) client. 
A) creative side of the agency. 
B) account side of the agency. 
C) media planning and buying side of agencies. 
D) client.

Question 19

If effective reach and/or effective frequency are too high:

Accepted Answer

A) the company needs a larger advertising budget. 
B) the company spent all of its advertising budget. 
C) some of the company's budget is very likely being wasted on extra exposures. 
D) the company may need to choose additional media for future ads. 
A) the company needs a larger advertising budget. 
B) the company spent all of its advertising budget. 
C) some of the company's budget is very likely being wasted on extra exposures. 
D) the company may need to choose additional media for future ads.

Question 20

Reach measures the number of:

Accepted Answer

A) people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period. 
B) people who place a particular brand into their evoked sets. 
C) people who purchase a product in a given time period. 
D) people who use a certain medium in a four-week time period. 
A) people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period. 
B) people who place a particular brand into their evoked sets. 
C) people who purchase a product in a given time period. 
D) people who use a certain medium in a four-week time period.

A media strategy, media schedule, justification, and summary are components of a media planning strategy.

Magazines offer each of the following advantages except:

Describe recency theory.

Of the following media, the one that is least able to target specific target markets is:

Successful marketing involves identifying target markets and the right media to reach the members of those markets.

Radio has the advantage of intimacy, in which the DJ talks directly to the listener.

Opportunities to see measures the impact or intensity of a media plan.

Identifying the difference between consumer ads and business-to-business ads is becoming more difficult, especially with television, out-of-home, and internet ads.

In business-to-business advertising expenditures, the most dollars are spent on:

A company that manufactures washing machines is most likely to invest in which type of advertising campaign?

Marketers now post television commercials on YouTube simultaneously with the TV launch, which is a practice called:

Recency theory suggests that a member in a buying center who is prepared to purchase a copier has:

If the objective of an advertising campaign for JD Bank is to increase brand recall, then reach is more important than frequency.

Effective reach is the percentage of an audience that is exposed to an advertising message.

The media which features the best quality of color in ads is:

Research findings indicate that if a brand pre-rolls TV ads on YouTube as well as in-streaming of its TV ads, the brand can expect higher:

Among the following ad campaigns, frequency would be highest for ________ second television spots.

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the:

If effective reach and/or effective frequency are too high:

Reach measures the number of:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The Imc Planning Process

Advertising Management

Advertising Design

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 7: Traditional Media Channels

A media strategy, media schedule, justification, and summary are components of a media planning strategy.

Magazines offer each of the following advantages except:

Describe recency theory.

Of the following media, the one that is least able to target specific target markets is:

Successful marketing involves identifying target markets and the right media to reach the members of those markets.

Radio has the advantage of intimacy, in which the DJ talks directly to the listener.

Opportunities to see measures the impact or intensity of a media plan.

Identifying the difference between consumer ads and business-to-business ads is becoming more difficult, especially with television, out-of-home, and internet ads.

In business-to-business advertising expenditures, the most dollars are spent on:

A company that manufactures washing machines is most likely to invest in which type of advertising campaign?

Marketers now post television commercials on YouTube simultaneously with the TV launch, which is a practice called:

Recency theory suggests that a member in a buying center who is prepared to purchase a copier has:

If the objective of an advertising campaign for JD Bank is to increase brand recall, then reach is more important than frequency.

Effective reach is the percentage of an audience that is exposed to an advertising message.

The media which features the best quality of color in ads is:

Research findings indicate that if a brand pre-rolls TV ads on YouTube as well as in-streaming of its TV ads, the brand can expect higher:

Among the following ad campaigns, frequency would be highest for ________ second television spots.

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the:

If effective reach and/or effective frequency are too high:

Reach measures the number of:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The Imc Planning Process

Advertising Management

Advertising Design

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters