Question 1

According to an audit by Trinity P3,advertising in which of the following media had the highest carbon footprint?

Accepted Answer

A) Newspapers 
B) Magazines 
C) Television 
D) The internet 
E) Billboards 
A) Newspapers 
B) Magazines 
C) Television 
D) The internet 
E) Billboards

Question 2

List the six functions of a media buyer.

Accepted Answer

The functions of the media buyer are:
(1

Question 3

Program pre-adoption occurs when special programs or news events interrupt regular programming and the scheduled commercial is also interrupted.

Accepted Answer

A) True 
 B)False

Question 4

Audience measurement data and media costs are compiled by media evaluators.

Accepted Answer

A) True 
 B)False

Question 5

The cost of message unit (i.e.page or spot cost)and estimated target audience reached by media vehicle figures are needed to calculate cost per thousand (CPM).

Accepted Answer

A) True 
 B)False

Question 6

Lead time is a relevant concept for which of the following reasons?

Accepted Answer

A) A continuous strategy for lead time spreads advertising evenly over the campaign. 
B) If the strategy for lead time works,there will be a carryover effect from past ads. 
C) The further out space or time is purchased,the better the placements and prices secured. 
D) The lead time for ad placement determines how many weeks the campaign will run. 
E) Lead time is a method for specifying how the advertising budget has been allocated. 
A) A continuous strategy for lead time spreads advertising evenly over the campaign. 
B) If the strategy for lead time works,there will be a carryover effect from past ads. 
C) The further out space or time is purchased,the better the placements and prices secured. 
D) The lead time for ad placement determines how many weeks the campaign will run. 
E) Lead time is a method for specifying how the advertising budget has been allocated.

Question 7

Which two methods do media planners use to estimate the frequency of a schedule?

Accepted Answer

A) Pulsing and flighting 
B) Weighted frequency and weighted reach 
C) Average frequency and gross frequency 
D) Average and cumulative frequency distribution 
E) Gross frequency and frequency distribution 
A) Pulsing and flighting 
B) Weighted frequency and weighted reach 
C) Average frequency and gross frequency 
D) Average and cumulative frequency distribution 
E) Gross frequency and frequency distribution

Question 8

The highest ranking advertising agency in Australia is:

Accepted Answer

A) Zenith Media 
B) Starcom 
C) Universal 
D) MediaCom 
E) Mitchell & Partners 
A) Zenith Media 
B) Starcom 
C) Universal 
D) MediaCom 
E) Mitchell & Partners

Question 9

A media avenue is a single program on TV,a magazine or newspaper title or a radio station or program.

Accepted Answer

A) True 
 B)False

Question 10

Exposures are also known as:

Accepted Answer

A) opportunity to see 
B) reach 
C) frequency 
D) (a)and (b) 
E) none of the above 
A) opportunity to see 
B) reach 
C) frequency 
D) (a)and (b) 
E) none of the above

Question 11

Media planning begins with designing a creative execution and ends with predicted costs.

Accepted Answer

A) True 
 B)False

Question 12

A key factor in the metamorphosis of the media-planning field is the fragmentation of mainstream media.

Accepted Answer

A) True 
 B)False

Question 13

Prospective customers for a product or service have one or more ideal times and places at which they can be reached with an advertising message,and this ideal point is referred to as a(n)________.

Accepted Answer

A) aperture 
B) contact point 
C) touch point 
D) impression 
E) targeted reach 
A) aperture 
B) contact point 
C) touch point 
D) impression 
E) targeted reach

Question 14

When the same spot appears on all commercial stations in the same time slot,this is referred to as:

Accepted Answer

A) flooding 
B) loading 
C) triple blocking 
D) full blocking 
E) road blocking 
A) flooding 
B) loading 
C) triple blocking 
D) full blocking 
E) road blocking

Question 15

Which concept measures the percentage of total advertising spending by one brand in a product category relative to the competition?

Accepted Answer

A) Share of market 
B) Share of voice 
C) Share of media 
D) Share of spending 
E) Share of category 
A) Share of market 
B) Share of voice 
C) Share of media 
D) Share of spending 
E) Share of category

Question 16

Preferred positions in magazines usually carry a premium surcharge around ________ higher than normal rates.

Accepted Answer

A) 2-3 % 
B) 5-10% 
C) 10-15% 
D) 15-20% 
E) 20-30% 
A) 2-3 % 
B) 5-10% 
C) 10-15% 
D) 15-20% 
E) 20-30%

Question 17

If a specific television program has an audience of 100 000 viewers and an advertiser uses two 30-second commercials in each of five consecutive broadcasts,what are the total impacts?

Accepted Answer

A) 10 000 
B) 100 000 
C) 200 000 
D) 500 000 
E) 1 000 000 
A) 10 000 
B) 100 000 
C) 200 000 
D) 500 000 
E) 1 000 000

According to an audit by Trinity P3,advertising in which of the following media had the highest carbon footprint?

List the six functions of a media buyer.

Program pre-adoption occurs when special programs or news events interrupt regular programming and the scheduled commercial is also interrupted.

Audience measurement data and media costs are compiled by media evaluators.

The cost of message unit (i.e.page or spot cost)and estimated target audience reached by media vehicle figures are needed to calculate cost per thousand (CPM).

Lead time is a relevant concept for which of the following reasons?

Which two methods do media planners use to estimate the frequency of a schedule?

The highest ranking advertising agency in Australia is:

A media avenue is a single program on TV,a magazine or newspaper title or a radio station or program.

Exposures are also known as:

Media planning begins with designing a creative execution and ends with predicted costs.

A key factor in the metamorphosis of the media-planning field is the fragmentation of mainstream media.

Prospective customers for a product or service have one or more ideal times and places at which they can be reached with an advertising message,and this ideal point is referred to as a(n)________.

When the same spot appears on all commercial stations in the same time slot,this is referred to as:

Which concept measures the percentage of total advertising spending by one brand in a product category relative to the competition?

Preferred positions in magazines usually carry a premium surcharge around ________ higher than normal rates.

If a specific television program has an audience of 100 000 viewers and an advertiser uses two 30-second commercials in each of five consecutive broadcasts,what are the total impacts?

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

According to an audit by Trinity P3,advertising in which of the following media had the highest carbon footprint?

List the six functions of a media buyer.

Program pre-adoption occurs when special programs or news events interrupt regular programming and the scheduled commercial is also interrupted.

Audience measurement data and media costs are compiled by media evaluators.

The cost of message unit (i.e.page or spot cost)and estimated target audience reached by media vehicle figures are needed to calculate cost per thousand (CPM).

Lead time is a relevant concept for which of the following reasons?

Which two methods do media planners use to estimate the frequency of a schedule?

The highest ranking advertising agency in Australia is:

A media avenue is a single program on TV,a magazine or newspaper title or a radio station or program.

Exposures are also known as:

Media planning begins with designing a creative execution and ends with predicted costs.

A key factor in the metamorphosis of the media-planning field is the fragmentation of mainstream media.

Prospective customers for a product or service have one or more ideal times and places at which they can be reached with an advertising message,and this ideal point is referred to as a(n)________.

When the same spot appears on all commercial stations in the same time slot,this is referred to as:

Which concept measures the percentage of total advertising spending by one brand in a product category relative to the competition?

Preferred positions in magazines usually carry a premium surcharge around ________ higher than normal rates.

If a specific television program has an audience of 100 000 viewers and an advertiser uses two 30-second commercials in each of five consecutive broadcasts,what are the total impacts?

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