Question 1

A company goes through massive databases of online clicks and other items.Which of the following is the company using to find prospective customers?

Accepted Answer

A)  Gross impressions 
B)  Geo-targeting 
C)  Big Data 
D)  Message weight 
A)  Gross impressions 
B)  Geo-targeting 
C)  Big Data 
D)  Message weight

Question 2

A clothing brand needs a stronger message in August for back-to-school shopping,in December for holiday shopping,and in May for summer shopping.What type of scheduling strategy will run the clothing ads continuously,but will also have three periods of much heavier scheduling?

Accepted Answer

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

Question 3

Which of the following measures media weight based on both reach and frequency?

Accepted Answer

A)  Media mix 
B)  Gross rating points 
C)  Share of voice 
D)  Cost per thousand 
A)  Media mix 
B)  Gross rating points 
C)  Share of voice 
D)  Cost per thousand

Question 4

Which of the following is true of the square root law which states that the recognition of print ads increases with the square of the illustration?

Accepted Answer

A)  It should be used as a general guideline. 
B)  It should be considered purely as a law. 
C)  It is not true. 
D)  It offers customized feedback on different advertising efforts. 
A)  It should be used as a general guideline. 
B)  It should be considered purely as a law. 
C)  It is not true. 
D)  It offers customized feedback on different advertising efforts.

Question 5

Overall,computer modeling and algorithms:

Accepted Answer

A)  help replace planning and sound judgment made by media specialists. 
B)  provide standardized reports that are comparable across media categories. 
C)  lean toward high-end media options that result in costly media buys. 
D)  assess a wide range of possibilities and is a big change in advertising and media. 
A)  help replace planning and sound judgment made by media specialists. 
B)  provide standardized reports that are comparable across media categories. 
C)  lean toward high-end media options that result in costly media buys. 
D)  assess a wide range of possibilities and is a big change in advertising and media.

Question 6

Product placement is the most expensive and compelling approach for clients seeking branded entertainment opportunities.

Accepted Answer

A) True 
 B)False

Question 7

Market and advertising research determines that certain media options hold the highest potential for shaping the consumer behavior of the target audience.

Accepted Answer

A) True 
 B)False

Question 8

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)"Did you have a rough figure in mind concerning your _____,that is,the number of people or households that you'd like to see exposed to the chosen media at least once during the campaign?"

Accepted Answer

A)  geographic scope 
B)  cost per thousand 
C)  reach 
D)  continuity 
A)  geographic scope 
B)  cost per thousand 
C)  reach 
D)  continuity

Question 9

Axel Corporation has been manufacturing chocolate chips for over 60 years.This year,the sales for 12-oz.packages of both milk chocolate chips and dark chocolate chips are strong in the U.S.,but they peak from Thanksgiving through New Year's Eve,with November and December often producing sales that add up to four times that of the "average" month.Describe the three different media scheduling options that the company can consider when deciding on media scheduling.Recommend the scheduling option that would be most appropriate for the company to adopt.

Accepted Answer

The three choices of media scheduling fo

Question 10

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 one of your responsibilities at the job will be to gather details of audience members of every local TV vehicle,so clients can be informed about the key characteristics of their target markets.Which of the following would you need to do in order to perform this task?

Accepted Answer

A)  Organize above-the-line promotions for your clients. 
B)  Use continuous scheduling for your media schedules. 
C)  Calculate the share of voice of your clients. 
D)  Contact a single-source tracking service like BehaviorScan. 
A)  Organize above-the-line promotions for your clients. 
B)  Use continuous scheduling for your media schedules. 
C)  Calculate the share of voice of your clients. 
D)  Contact a single-source tracking service like BehaviorScan.

Question 11

Media planners need to identify media that cover the same region or location as the advertiser's distribution system and then they use a system of automatic buying of ads based on data such as online consumer behavior.This is an example of __________,a critical element in making the buy.

Accepted Answer

A)  frequency 
B)  programmatic media buying 
C)  micro-targeting 
D)  purchase size 
A)  frequency 
B)  programmatic media buying 
C)  micro-targeting 
D)  purchase size

Question 12

Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of850,000. The entire adult population of the city is considered Champion Chocolate's target market. Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day. They decide to use local television, magazine, and newspapers to advertise the products. Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show. The show has a rating of 30.Eight ads will run in the regional edition of a magazine. The magazine has reach of 10. Twelve ads will run in the local newspaper. The paper has a reach of 40. 
-(Scenario 12-3)Champion Chocolate used newspapers,local television,and magazines to promote their products.Which of the following did they use?

Accepted Answer

A)  Media classes 
B)  Media vehicles 
C)  Big Data 
D)  Media scope 
A)  Media classes 
B)  Media vehicles 
C)  Big Data 
D)  Media scope

Question 13

S&S is the agency of record for all brewing products of a beer manufacturer.This means that S&S has been chosen by the client to:

Accepted Answer

A)  assess the impact of the different ads of the company. 
B)  handle all creative services and production issues. 
C)  negotiate contracts for time and space. 
D)  collect detailed consumer information. 
A)  assess the impact of the different ads of the company. 
B)  handle all creative services and production issues. 
C)  negotiate contracts for time and space. 
D)  collect detailed consumer information.

Question 14

Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of850,000. The entire adult population of the city is considered Champion Chocolate's target market. Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day. They decide to use local television, magazine, and newspapers to advertise the products. Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show. The show has a rating of 30.Eight ads will run in the regional edition of a magazine. The magazine has reach of 10. Twelve ads will run in the local newspaper. The paper has a reach of 40. 
-(Scenario 12-3)Champion Chocolate is assessing the effective frequency for its line of chocolates.This refers to the number of times:

Accepted Answer

A)  consumers purchase the company's products. 
B)  consumers act as brand ambassadors and discuss about the brand or its products with prospective customers. 
C)  the city media vehicle must carry the ad message to break through the advertising clutter. 
D)  the target audience must be exposed to the ad message before the objectives of the advertiser are met. 
A)  consumers purchase the company's products. 
B)  consumers act as brand ambassadors and discuss about the brand or its products with prospective customers. 
C)  the city media vehicle must carry the ad message to break through the advertising clutter. 
D)  the target audience must be exposed to the ad message before the objectives of the advertiser are met.

Question 15

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300. 
-(Scenario 12-2)The owners of an oak furniture company want to know the approximate number of people who will be exposed to the ad if they decide to place an ad in the magazine.Which of the following are they referring to?

Accepted Answer

A)  Reach 
B)  Scope 
C)  Dimension 
D)  Frequency 
A)  Reach 
B)  Scope 
C)  Dimension 
D)  Frequency

Question 16

Usually,each spring,television programming and ad executives participate in the upfronts,or a period where the networks reveal:

Accepted Answer

A)  their fall lineups and presell advertising. 
B)  above-the-line promotions. 
C)  media buying services. 
D)  a unique selling proposition. 
A)  their fall lineups and presell advertising. 
B)  above-the-line promotions. 
C)  media buying services. 
D)  a unique selling proposition.

Question 17

The media term most related to exposure to a media vehicle or schedule is:

Accepted Answer

A)  reach. 
B)  frequency. 
C)  class. 
D)  scope. 
A)  reach. 
B)  frequency. 
C)  class. 
D)  scope.

Question 18

In social media,the brand-consumer relationship is the only important relationship.

Accepted Answer

A) True 
 B)False

Question 19

A media planner should understand the key role of modern media buying via __________.

Accepted Answer

A)  plan; frequencies 
B)  programmatic media buying 
C)  mix; plans 
D)  vehicle; outlines 
A)  plan; frequencies 
B)  programmatic media buying 
C)  mix; plans 
D)  vehicle; outlines

A company goes through massive databases of online clicks and other items.Which of the following is the company using to find prospective customers?

A clothing brand needs a stronger message in August for back-to-school shopping,in December for holiday shopping,and in May for summer shopping.What type of scheduling strategy will run the clothing ads continuously,but will also have three periods of much heavier scheduling?

Which of the following measures media weight based on both reach and frequency?

Which of the following is true of the square root law which states that the recognition of print ads increases with the square of the illustration?

Overall,computer modeling and algorithms:

Product placement is the most expensive and compelling approach for clients seeking branded entertainment opportunities.

Market and advertising research determines that certain media options hold the highest potential for shaping the consumer behavior of the target audience.

Media planners need to identify media that cover the same region or location as the advertiser's distribution system and then they use a system of automatic buying of ads based on data such as online consumer behavior.This is an example of __________,a critical element in making the buy.

S&S is the agency of record for all brewing products of a beer manufacturer.This means that S&S has been chosen by the client to:

Usually,each spring,television programming and ad executives participate in the upfronts,or a period where the networks reveal:

The media term most related to exposure to a media vehicle or schedule is:

In social media,the brand-consumer relationship is the only important relationship.

A media planner should understand the key role of modern media buying via __________.

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

A company goes through massive databases of online clicks and other items.Which of the following is the company using to find prospective customers?

A clothing brand needs a stronger message in August for back-to-school shopping,in December for holiday shopping,and in May for summer shopping.What type of scheduling strategy will run the clothing ads continuously,but will also have three periods of much heavier scheduling?

Which of the following measures media weight based on both reach and frequency?

Which of the following is true of the square root law which states that the recognition of print ads increases with the square of the illustration?

Overall,computer modeling and algorithms:

Product placement is the most expensive and compelling approach for clients seeking branded entertainment opportunities.

Market and advertising research determines that certain media options hold the highest potential for shaping the consumer behavior of the target audience.

Media planners need to identify media that cover the same region or location as the advertiser's distribution system and then they use a system of automatic buying of ads based on data such as online consumer behavior.This is an example of __________,a critical element in making the buy.

S&S is the agency of record for all brewing products of a beer manufacturer.This means that S&S has been chosen by the client to:

Usually,each spring,television programming and ad executives participate in the upfronts,or a period where the networks reveal:

The media term most related to exposure to a media vehicle or schedule is:

In social media,the brand-consumer relationship is the only important relationship.

A media planner should understand the key role of modern media buying via __________.

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