Question 1

With the merger of movies,music,gaming,and other entertainment,media planning no longer involves numbers,schedules,and deadlines.

Accepted Answer

A) True 
 B)False  False

Question 2

Smart brands focus on the synergy of traditional media advertising and social media interactions.

Accepted Answer

A) True 
 B)False  True

Question 3

Which of the following best defines micro-targeting in the context of media strategies?

Accepted Answer

A)  Micro-targeting indicates specific media classes. 
B)  Micro-targeting refers to delivering appropriate messages and offers where you will be most receptive. 
C)  Micro-targeting focuses on covering the same geographic area as the advertiser's distribution system. 
D)  Micro-targeting is the placement of ads in a way that exposes them to a large number of people. 
A)  Micro-targeting indicates specific media classes. 
B)  Micro-targeting refers to delivering appropriate messages and offers where you will be most receptive. 
C)  Micro-targeting focuses on covering the same geographic area as the advertiser's distribution system. 
D)  Micro-targeting is the placement of ads in a way that exposes them to a large number of people. B

Question 4

A media planner can mix traditional and digital/social media.

Accepted Answer

A) True 
 B)False

Question 5

Explain how the World Wide Web has changed the traditional brand-consumer relationship.

Accepted Answer

Facebook,Twitter,and others have revolut

Question 6

A manufacturer uses programmatic media buying to place social media ads every day for a period of two months.This is called _______.

Accepted Answer

A)  continuous scheduling 
B)  gross impressioning 
C)  message weighting 
D)  media mixing 
A)  continuous scheduling 
B)  gross impressioning 
C)  message weighting 
D)  media mixing

Question 7

Share of voice is a calculation of any one advertiser's brand expenditures relative to the:

Accepted Answer

A)  overall spending in a category. 
B)  total revenue generated by competitors. 
C)  reach of several media vehicles. 
D)  frequency of its ads. 
A)  overall spending in a category. 
B)  total revenue generated by competitors. 
C)  reach of several media vehicles. 
D)  frequency of its ads.

Question 8

In advertising,what is a big change with media?

Accepted Answer

A)  Media buyers do not have access to digital and social media to create buzz marketing. 
B)  They use below-the-line promotions instead of above-the-line promotions. 
C)  In modern times, much of media buying occurs via programmatic media buying. 
D)  The goods and services they offer do not require marketing. 
A)  Media buyers do not have access to digital and social media to create buzz marketing. 
B)  They use below-the-line promotions instead of above-the-line promotions. 
C)  In modern times, much of media buying occurs via programmatic media buying. 
D)  The goods and services they offer do not require marketing.

Question 9

The number of people or households that will be exposed to a media vehicle at least one time during a particular period is referred to as reach.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is true of upfronts?

Accepted Answer

A)  It is increasing in popularity and will gain twice as much popularity within the next decade. 
B)  It is a television programming ritual conducted in the fall each year. 
C)  It is a period where the television networks reveal their fall line-ups and presell advertising on them. 
D)  About 25 percent of prime-time television advertising is bought in upfronts. 
A)  It is increasing in popularity and will gain twice as much popularity within the next decade. 
B)  It is a television programming ritual conducted in the fall each year. 
C)  It is a period where the television networks reveal their fall line-ups and presell advertising on them. 
D)  About 25 percent of prime-time television advertising is bought in upfronts.

Question 11

A media buyer places an ad for a new range of wines in four different magazines.The first magazine provides roughly 3,600,000 exposures,the second magazine provides about 950,000 exposures,and the third and fourth provide 100,000 exposures each.The buyer now can inform the client at the winery of ___________ expected for the ad,that is,4,750,000 exposures.

Accepted Answer

A)  continuous schedules 
B)  geo-targets 
C)  share of voice 
D)  gross impressions 
A)  continuous schedules 
B)  geo-targets 
C)  share of voice 
D)  gross impressions

Question 12

Scenario 12-4
You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job. The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency. Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face. Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week. 
-(Scenario 12-5)"Is there a national media ______,such as USA Today,Time,or the Wall Street Journal,that you would like to consider using to communicate with your customers?"

Accepted Answer

A)  vehicle 
B)  class 
C)  reach 
D)  mix 
A)  vehicle 
B)  class 
C)  reach 
D)  mix

Question 13

Before he can make final decisions on where to place ads and how to display promotions for a new brand of bottled water,a media planner has to decide which broad categories to use-television,radio,magazines,newspapers,Internet sites,etc.When he zeroes in on using both television and digital,he has chosen his:

Accepted Answer

A)  unmeasured media. 
B)  media classes. 
C)  big data. 
D)  media vehicles. 
A)  unmeasured media. 
B)  media classes. 
C)  big data. 
D)  media vehicles.

Question 14

Scenario 12-4
You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job. The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency. Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face. Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week. 
-(Scenario 12-4)The interviewer says that it's very important to calculate the effective reach of each ad in order to make it effective and then asks you,"Can you tell me how the effective reach of an ad can be calculated?" Which of the following should be your response?

Accepted Answer

A)  "By finding the number of consumers in a target audience that are exposed to an ad some minimum number of times." 
B)  "By measuring the dollar cost of reaching 1,000 members of an audience using a particular medium." 
C)  "By calculating the total number of essential good mentions against the total number of bad mentions about a brand." 
D)  "By measuring an ad's brand expenditures relative to the overall spending in a product category." 
A)  "By finding the number of consumers in a target audience that are exposed to an ad some minimum number of times." 
B)  "By measuring the dollar cost of reaching 1,000 members of an audience using a particular medium." 
C)  "By calculating the total number of essential good mentions against the total number of bad mentions about a brand." 
D)  "By measuring an ad's brand expenditures relative to the overall spending in a product category."

Question 15

The financial advantages of flighting are that discounts might be gained by concentrating media buys in larger blocks.

Accepted Answer

A) True 
 B)False

Question 16

A client agrees to run heavy advertising for two weeks,followed by no advertising at all for a while,and then again having a two-week period of heavy advertising.What kind of a media schedule is this?

Accepted Answer

A)  Seasonal 
B)  Flighting 
C)  Continuous 
D)  Pulsing 
A)  Seasonal 
B)  Flighting 
C)  Continuous 
D)  Pulsing

Question 17

Commercial research firms can provide advertisers with an evaluation of a brand's relative strength within:

Accepted Answer

A)  competitors. 
B)  demographic segments. 
C)  leveraging data. 
D)  search behavior. 
A)  competitors. 
B)  demographic segments. 
C)  leveraging data. 
D)  search behavior.

Question 18

A retailer decides to use television ads to promote its line of men's and women's swimwear.In the media planningprocess,the retailer has chosen a(n):

Accepted Answer

A)  interactive media. 
B)  media class. 
C)  media vehicle. 
D)  media mix. 
A)  interactive media. 
B)  media class. 
C)  media vehicle. 
D)  media mix.

Question 19

There is measured and unmeasured media.

Accepted Answer

A) True 
 B)False

Question 20

Advertisers calculate the level of brand conversations on the Internet and social media.

Accepted Answer

A) True 
 B)False

With the merger of movies,music,gaming,and other entertainment,media planning no longer involves numbers,schedules,and deadlines.

Smart brands focus on the synergy of traditional media advertising and social media interactions.

Which of the following best defines micro-targeting in the context of media strategies?

A media planner can mix traditional and digital/social media.

Explain how the World Wide Web has changed the traditional brand-consumer relationship.

A manufacturer uses programmatic media buying to place social media ads every day for a period of two months.This is called _______.

Share of voice is a calculation of any one advertiser's brand expenditures relative to the:

In advertising,what is a big change with media?

The number of people or households that will be exposed to a media vehicle at least one time during a particular period is referred to as reach.

Which of the following is true of upfronts?

The financial advantages of flighting are that discounts might be gained by concentrating media buys in larger blocks.

A client agrees to run heavy advertising for two weeks,followed by no advertising at all for a while,and then again having a two-week period of heavy advertising.What kind of a media schedule is this?

Commercial research firms can provide advertisers with an evaluation of a brand's relative strength within:

A retailer decides to use television ads to promote its line of men's and women's swimwear.In the media planningprocess,the retailer has chosen a(n):

There is measured and unmeasured media.

Advertisers calculate the level of brand conversations on the Internet and social media.

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, and Support Organizations

The History of Advertising and Brand Promotion

Social, ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, integrated Brand Promotion, and Consumer Behavior

Market Segmentation, positioning, and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and IBP

Creative Message Strategy

Executing the Creative

Media Planning: Newspapers, magazines, television, and Radio

Media Planning: Advertising and IBP in Digital, social, Mobile Media

Sales Promotion, point-Of-Purchase Advertising, and Support Media

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters

Exam 12: Media Planning Essentials

With the merger of movies,music,gaming,and other entertainment,media planning no longer involves numbers,schedules,and deadlines.

Smart brands focus on the synergy of traditional media advertising and social media interactions.

Which of the following best defines micro-targeting in the context of media strategies?

A media planner can mix traditional and digital/social media.

Explain how the World Wide Web has changed the traditional brand-consumer relationship.

A manufacturer uses programmatic media buying to place social media ads every day for a period of two months.This is called _______.

Share of voice is a calculation of any one advertiser's brand expenditures relative to the:

In advertising,what is a big change with media?

The number of people or households that will be exposed to a media vehicle at least one time during a particular period is referred to as reach.

Which of the following is true of upfronts?

The financial advantages of flighting are that discounts might be gained by concentrating media buys in larger blocks.

A client agrees to run heavy advertising for two weeks,followed by no advertising at all for a while,and then again having a two-week period of heavy advertising.What kind of a media schedule is this?

Commercial research firms can provide advertisers with an evaluation of a brand's relative strength within:

A retailer decides to use television ads to promote its line of men's and women's swimwear.In the media planningprocess,the retailer has chosen a(n):

There is measured and unmeasured media.

Advertisers calculate the level of brand conversations on the Internet and social media.

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, and Support Organizations

The History of Advertising and Brand Promotion

Social, ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, integrated Brand Promotion, and Consumer Behavior

Market Segmentation, positioning, and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and IBP

Creative Message Strategy

Executing the Creative

Media Planning: Newspapers, magazines, television, and Radio

Media Planning: Advertising and IBP in Digital, social, Mobile Media

Sales Promotion, point-Of-Purchase Advertising, and Support Media

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters