Question 1

With a methodology designed by The Gaia Partnership,advertisers can measure the _______ of their media plans.

Accepted Answer

A) return on investment 
B) carbon footprint 
C) engagement 
D) value-added benefits 
E) continuity 
A) return on investment 
B) carbon footprint 
C) engagement 
D) value-added benefits 
E) continuity

Question 2

With the current trend toward using other forms of marketing communication in addition to advertising,buyers often demand additional promotional support,and these activities are sometimes called ________.

Accepted Answer

A) add-ons 
B) make-goods 
C) value-added 
D) preferred placements 
E) incentives 
A) add-ons 
B) make-goods 
C) value-added 
D) preferred placements 
E) incentives

Question 3

Why have advertisers had difficulty measuring the return on investment (ROI)of their campaigns,and what alternatives have they developed?

Accepted Answer

ROI is the revenue generated by a campai

Question 4

It is the ________ responsibility to build the best possible argument to convince media planners to use the medium they represent.

Accepted Answer

A) media planner's 
B) media buyer's 
C) media researcher's 
D) media seller's 
E) (a),(b)and (c) 
A) media planner's 
B) media buyer's 
C) media researcher's 
D) media seller's 
E) (a),(b)and (c)

Question 5

Magazine and newspaper production deadlines are also known as:

Accepted Answer

A) endings 
B) finishes 
C) time's up 
D) closings 
E) all of the above 
A) endings 
B) finishes 
C) time's up 
D) closings 
E) all of the above

Question 6

To enhance the effect of a magazine advertisement,it should be placed adjacent to a:

Accepted Answer

A) letter from the editor 
B) centrefold 
C) compatible story 
D) puzzle page 
E) fashion spread 
A) letter from the editor 
B) centrefold 
C) compatible story 
D) puzzle page 
E) fashion spread

Question 7

Triple spotting refers to having three spots within one program.

Accepted Answer

A) True 
 B)False

Question 8

When it comes to timing with respect to scheduling strategies,what critical questions must the media buyer resolve?

Accepted Answer

A) Duration and continuity 
B) CPM and CPT 
C) Reach and frequency 
D) Impressions and ratings 
E) Flighting and pulsing 
A) Duration and continuity 
B) CPM and CPT 
C) Reach and frequency 
D) Impressions and ratings 
E) Flighting and pulsing

Question 9

Monica is an advertising major and is interning at a major advertising agency.To start out,she will be working with a media planner.What other people will be involved in planning and executing the media function for their clients?

Accepted Answer

The presence of a media planner suggests

Question 10

Which concept reflects the rate of exposure and measures the number of times the exposure is expected to happen?

Accepted Answer

A) Reach 
B) Frequency 
C) Continuity 
D) Impression 
E) Effective frequency 
A) Reach 
B) Frequency 
C) Continuity 
D) Impression 
E) Effective frequency

Question 11

The audience that has at least one chance of being exposed to a message comprises:

Accepted Answer

A) frequency 
B) reach 
C) unduplicated reach 
D) uncomplicated reach 
E) effective frequency 
A) frequency 
B) reach 
C) unduplicated reach 
D) uncomplicated reach 
E) effective frequency

Question 12

Moving the media-buying function outside the agency is known as ________.

Accepted Answer

A) outsourcing 
B) aperture 
C) unbundling 
D) consolidation 
E) tactical buying 
A) outsourcing 
B) aperture 
C) unbundling 
D) consolidation 
E) tactical buying

Question 13

According to an audit by Trinity P3,the typical media campaign using magazines had the highest carbon footprint.

Accepted Answer

A) True 
 B)False

Question 14

Media proliferation has made it harder for advertisers,as there are so many more places and ways in which the consumer might be reached.

Accepted Answer

A) True 
 B)False

Question 15

The American Association of Advertising Agencies (AAAA)lists no fewer than ________ elements in the authorisation for a media buy.

Accepted Answer

A) 5 
B) 11 
C) 21 
D) 37 
E) 52 
A) 5 
B) 11 
C) 21 
D) 37 
E) 52

Question 16

Research shows that better readership of magazines is related to the inside cover and first few pages.

Accepted Answer

A) True 
 B)False

Question 17

Measuring the carbon footprint of an advertising campaign means finding the total amount of ________.

Accepted Answer

A) CO₂ emitted to reach a given audience size 
B) trees destroyed to produce the ads 
C) steps required to carry out the campaign 
D) energy used by consumers before and after the campaign 
E) air pollution generated by the campaign 
A) CO₂ emitted to reach a given audience size 
B) trees destroyed to produce the ads 
C) steps required to carry out the campaign 
D) energy used by consumers before and after the campaign 
E) air pollution generated by the campaign

Question 18

Which of the following is the key function of media buying?

Accepted Answer

A) Provide information to media planners. 
B) Select the media vehicles that best fit the audience. 
C) Negotiate cost and make the media buy. 
D) Handle all billing and payment. 
E) Monitor the media plan performance. 
A) Provide information to media planners. 
B) Select the media vehicles that best fit the audience. 
C) Negotiate cost and make the media buy. 
D) Handle all billing and payment. 
E) Monitor the media plan performance.

Question 19

Which of the following is an index of the relative consumption rate of a product group in a particular market?

Accepted Answer

A) Product development index (PDI) 
B) Category development index (CDI) 
C) Brand development index (BDI) 
D) Buying power index (BPI) 
E) Market share index (MSI) 
A) Product development index (PDI) 
B) Category development index (CDI) 
C) Brand development index (BDI) 
D) Buying power index (BPI) 
E) Market share index (MSI)

Question 20

Specialist planning teams have sprung up for related areas such as:

Accepted Answer

A) product placement 
B) advertising on the internet 
C) apps and games 
D) all of the above 
E) none of the above 
A) product placement 
B) advertising on the internet 
C) apps and games 
D) all of the above 
E) none of the above

With a methodology designed by The Gaia Partnership,advertisers can measure the _______ of their media plans.

With the current trend toward using other forms of marketing communication in addition to advertising,buyers often demand additional promotional support,and these activities are sometimes called ________.

Why have advertisers had difficulty measuring the return on investment (ROI)of their campaigns,and what alternatives have they developed?

It is the ________ responsibility to build the best possible argument to convince media planners to use the medium they represent.

Magazine and newspaper production deadlines are also known as:

To enhance the effect of a magazine advertisement,it should be placed adjacent to a:

Triple spotting refers to having three spots within one program.

When it comes to timing with respect to scheduling strategies,what critical questions must the media buyer resolve?

Monica is an advertising major and is interning at a major advertising agency.To start out,she will be working with a media planner.What other people will be involved in planning and executing the media function for their clients?

Which concept reflects the rate of exposure and measures the number of times the exposure is expected to happen?

The audience that has at least one chance of being exposed to a message comprises:

Moving the media-buying function outside the agency is known as ________.

According to an audit by Trinity P3,the typical media campaign using magazines had the highest carbon footprint.

Media proliferation has made it harder for advertisers,as there are so many more places and ways in which the consumer might be reached.

The American Association of Advertising Agencies (AAAA)lists no fewer than ________ elements in the authorisation for a media buy.

Research shows that better readership of magazines is related to the inside cover and first few pages.

Measuring the carbon footprint of an advertising campaign means finding the total amount of ________.

Which of the following is the key function of media buying?

Which of the following is an index of the relative consumption rate of a product group in a particular market?

Specialist planning teams have sprung up for related areas such as:

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters

Exam 11: Media Strategy, planning and Buying

With a methodology designed by The Gaia Partnership,advertisers can measure the _______ of their media plans.

With the current trend toward using other forms of marketing communication in addition to advertising,buyers often demand additional promotional support,and these activities are sometimes called ________.

Why have advertisers had difficulty measuring the return on investment (ROI)of their campaigns,and what alternatives have they developed?

It is the ________ responsibility to build the best possible argument to convince media planners to use the medium they represent.

Magazine and newspaper production deadlines are also known as:

To enhance the effect of a magazine advertisement,it should be placed adjacent to a:

Triple spotting refers to having three spots within one program.

When it comes to timing with respect to scheduling strategies,what critical questions must the media buyer resolve?

Monica is an advertising major and is interning at a major advertising agency.To start out,she will be working with a media planner.What other people will be involved in planning and executing the media function for their clients?

Which concept reflects the rate of exposure and measures the number of times the exposure is expected to happen?

The audience that has at least one chance of being exposed to a message comprises:

Moving the media-buying function outside the agency is known as ________.

According to an audit by Trinity P3,the typical media campaign using magazines had the highest carbon footprint.

Media proliferation has made it harder for advertisers,as there are so many more places and ways in which the consumer might be reached.

The American Association of Advertising Agencies (AAAA)lists no fewer than ________ elements in the authorisation for a media buy.

Research shows that better readership of magazines is related to the inside cover and first few pages.

Measuring the carbon footprint of an advertising campaign means finding the total amount of ________.

Which of the following is the key function of media buying?

Which of the following is an index of the relative consumption rate of a product group in a particular market?

Specialist planning teams have sprung up for related areas such as:

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters