Question 1

What does CPM stand for?

Accepted Answer

A) cost per million 
B) cost per impression 
C) cost per thousand 
D) cost per point 
E) cost per medium 
A) cost per million 
B) cost per impression 
C) cost per thousand 
D) cost per point 
E) cost per medium

Question 2

Which of the following is a function of a media buyer?

Accepted Answer

A) design and create ads 
B) personally create in-depth market research 
C) find and connect agencies to handle billing and payment 
D) promote certain types of media 
E) negotiate cost and make the media buy 
A) design and create ads 
B) personally create in-depth market research 
C) find and connect agencies to handle billing and payment 
D) promote certain types of media 
E) negotiate cost and make the media buy

Question 3

A true global medium does not currently exist.

Accepted Answer

A) True 
 B)False

Question 4

When is it advisable to use the Internet in the media plan?

Accepted Answer

A) The product is not distributed nationally. 
B) There is a need for a situational, place-based message. 
C) The target audience is difficult to reach with traditional media. 
D) The quality of image is not a factor. 
E) The plan calls to "heavy up" in certain cities or regions where sales are higher. 
A) The product is not distributed nationally. 
B) There is a need for a situational, place-based message. 
C) The target audience is difficult to reach with traditional media. 
D) The quality of image is not a factor. 
E) The plan calls to "heavy up" in certain cities or regions where sales are higher.

Question 5

Which of the following is the most important function of media buying?

Accepted Answer

A) providing information to media planners 
B) matching the media vehicle to the strategic needs of the message 
C) negotiating cost and making the media buy 
D) handling all billing and payment 
E) monitoring the media plan performance 
A) providing information to media planners 
B) matching the media vehicle to the strategic needs of the message 
C) negotiating cost and making the media buy 
D) handling all billing and payment 
E) monitoring the media plan performance

Question 6

One advertising agency's client wanted to use only television commercials, primarily because the client thought it would impress its customers and business colleagues. The advertiser's agency is having a difficult time convincing the client to use a media mix, not just television. Explain why it's better to use a media mix than to rely on just one medium.

Accepted Answer

Using a number of media offers several a

Question 7

Rachel is creating an international media plan for her client. Which of the following is NOT true concerning global media planning?

Accepted Answer

A) Global media plans have to piece together worldwide coverage with a variety of tools. 
B) The Internet is the only true global medium. 
C) Cable TV companies are offering an increasing number of international networks. 
D) Satellites are regional, not global, in coverage. 
E) Technical limitations, coverage area, and government regulations prevent satellite transmission from becoming universal. 
A) Global media plans have to piece together worldwide coverage with a variety of tools. 
B) The Internet is the only true global medium. 
C) Cable TV companies are offering an increasing number of international networks. 
D) Satellites are regional, not global, in coverage. 
E) Technical limitations, coverage area, and government regulations prevent satellite transmission from becoming universal.

Question 8

Which of the following refers to the way radio reinforces and re-creates in a listener's mind a message that was originally delivered by other media?

Accepted Answer

A) image transfer 
B) aperture 
C) lead-in 
D) bleed-through 
E) pre-emption 
A) image transfer 
B) aperture 
C) lead-in 
D) bleed-through 
E) pre-emption

Question 9

Which of the following is characterized by alternating periods of intense advertising activity and periods of no advertising?

Accepted Answer

A) pulsing 
B) flighting 
C) continuous scheduling 
D) flow scheduling 
E) lead-in 
A) pulsing 
B) flighting 
C) continuous scheduling 
D) flow scheduling 
E) lead-in

Question 10

Which concept refers to adding frequency to reach until reaching a level where people respond?

Accepted Answer

A) aperture reach 
B) carryover 
C) average frequency 
D) frequency distribution 
E) effective frequency 
A) aperture reach 
B) carryover 
C) average frequency 
D) frequency distribution 
E) effective frequency

Question 11

The ________ of a specific media vehicle is the percentage of that vehicle's audience that matches the brand's target market.

Accepted Answer

A) frequency distribution 
B) targeted reach 
C) effective frequency 
D) targeted frequency 
E) reach distribution 
A) frequency distribution 
B) targeted reach 
C) effective frequency 
D) targeted frequency 
E) reach distribution

Question 12

Consider the following magazine media schedule as you answer the questions below.
* Target population: 100,000
** those who did not read either of the other two magazines
-How many unduplicated readers are there for the three magazines?

Accepted Answer

A) 22,000 
B) 66,000 
C) 110,000 
D) 150,000 
E) 176,000 
A) 22,000 
B) 66,000 
C) 110,000 
D) 150,000 
E) 176,000

Question 13

If a local business wants to advertise extensively in a local market, wants to reach an upscale and well-educated audience, needs room for explanation, and is unconcerned with the quality of the image, what medium would best suit its advertising needs?

Accepted Answer

A) out-of-home media 
B) radio 
C) magazines 
D) local or spot television 
E) newspapers 
A) out-of-home media 
B) radio 
C) magazines 
D) local or spot television 
E) newspapers

Question 14

________ media are chosen based on metrics such as GRPs and CPMs, while new media depends more on factors like brand experience, involvement, and personal impact.

Accepted Answer

A) Independent 
B) Social 
C) Measured 
D) Analog 
E) Digital 
A) Independent 
B) Social 
C) Measured 
D) Analog 
E) Digital

Question 15

Most brands use a variety of targeted media vehicles known as a ________.

Accepted Answer

A) media mix 
B) media strategy 
C) heavy-up schedule 
D) continuous strategy 
E) flighting strategy 
A) media mix 
B) media strategy 
C) heavy-up schedule 
D) continuous strategy 
E) flighting strategy

Question 16

Media companies that have brought the planning and buying functions back together offer ________.

Accepted Answer

A) value-added services 
B) consolidated services 
C) make goods 
D) bundled media services 
E) lead-in services 
A) value-added services 
B) consolidated services 
C) make goods 
D) bundled media services 
E) lead-in services

Question 17

The broadcast coverage area for television is called a designated marketing area (DMA)and is referred to by the name of the largest city in the area.

Accepted Answer

A) True 
 B)False

Question 18

Refer to the passage and chart below to answer the questions that follow.
The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Below is one portion of their media plan.
-Calculate the cost per thousand (CPM)for CSI, the Detroit News, and WJBR, respectively.

Accepted Answer

CSI CPM = $90,000 × 1,000/3,00

Question 19

The four basic steps in media planning are targeting, setting media objectives, developing media strategies, and analyzing the metrics of a media plan.

Accepted Answer

A) True 
 B)False

Question 20

When is it advisable to use out-of-home media in the media plan?

Accepted Answer

A) The product needs explanation but doesn't need demonstration. 
B) It is important to reach an upscale, well-educated audience. 
C) The message benefits from motion, sight, and sound. 
D) There is a need for a situational, place-based message. 
E) The brand can benefit from being associated with celebrities. 
A) The product needs explanation but doesn't need demonstration. 
B) It is important to reach an upscale, well-educated audience. 
C) The message benefits from motion, sight, and sound. 
D) There is a need for a situational, place-based message. 
E) The brand can benefit from being associated with celebrities.

What does CPM stand for?

Which of the following is a function of a media buyer?

A true global medium does not currently exist.

When is it advisable to use the Internet in the media plan?

Which of the following is the most important function of media buying?

Rachel is creating an international media plan for her client. Which of the following is NOT true concerning global media planning?

Which of the following refers to the way radio reinforces and re-creates in a listener's mind a message that was originally delivered by other media?

Which of the following is characterized by alternating periods of intense advertising activity and periods of no advertising?

Which concept refers to adding frequency to reach until reaching a level where people respond?

The ________ of a specific media vehicle is the percentage of that vehicle's audience that matches the brand's target market.

Consider the following magazine media schedule as you answer the questions below. * Target population: 100,000 ** those who did not read either of the other two magazines -How many unduplicated readers are there for the three magazines?

If a local business wants to advertise extensively in a local market, wants to reach an upscale and well-educated audience, needs room for explanation, and is unconcerned with the quality of the image, what medium would best suit its advertising needs?

________ media are chosen based on metrics such as GRPs and CPMs, while new media depends more on factors like brand experience, involvement, and personal impact.

Most brands use a variety of targeted media vehicles known as a ________.

Media companies that have brought the planning and buying functions back together offer ________.

The broadcast coverage area for television is called a designated marketing area (DMA)and is referred to by the name of the largest city in the area.

The four basic steps in media planning are targeting, setting media objectives, developing media strategies, and analyzing the metrics of a media plan.

When is it advisable to use out-of-home media in the media plan?

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 14: Media Planning and Buying

What does CPM stand for?

Which of the following is a function of a media buyer?

A true global medium does not currently exist.

When is it advisable to use the Internet in the media plan?

Which of the following is the most important function of media buying?

Rachel is creating an international media plan for her client. Which of the following is NOT true concerning global media planning?

Which of the following refers to the way radio reinforces and re-creates in a listener's mind a message that was originally delivered by other media?

Which of the following is characterized by alternating periods of intense advertising activity and periods of no advertising?

Which concept refers to adding frequency to reach until reaching a level where people respond?

The ________ of a specific media vehicle is the percentage of that vehicle's audience that matches the brand's target market.

Consider the following magazine media schedule as you answer the questions below. * Target population: 100,000 ** those who did not read either of the other two magazines -How many unduplicated readers are there for the three magazines?

If a local business wants to advertise extensively in a local market, wants to reach an upscale and well-educated audience, needs room for explanation, and is unconcerned with the quality of the image, what medium would best suit its advertising needs?

________ media are chosen based on metrics such as GRPs and CPMs, while new media depends more on factors like brand experience, involvement, and personal impact.

Most brands use a variety of targeted media vehicles known as a ________.

Media companies that have brought the planning and buying functions back together offer ________.

The broadcast coverage area for television is called a designated marketing area (DMA)and is referred to by the name of the largest city in the area.

The four basic steps in media planning are targeting, setting media objectives, developing media strategies, and analyzing the metrics of a media plan.

When is it advisable to use out-of-home media in the media plan?

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters