Question 1

Of the four primary elements that a media planner deals with to develop a final media plan, the one that focuses on the length of time that a campaign will run, is:

Accepted Answer

A) frequency. 
B) coverage. 
C) continuity. 
D) distance. 
E) range. 
A) frequency. 
B) coverage. 
C) continuity. 
D) distance. 
E) range.

Question 2

GM's placement of a Chevy Camara in the 2009 Transformers sequel is an example of:

Accepted Answer

A) engagement. 
B) creativity. 
C) optimizing. 
D) convergence. 
E) interactivity. 
A) engagement. 
B) creativity. 
C) optimizing. 
D) convergence. 
E) interactivity.

Question 3

Unbundling has given media executives a primary position in the:

Accepted Answer

A) budgeting process. 
B) advertising planning. 
C) IMC process. 
D) creative function. 
E) choice of advertising tactics. 
A) budgeting process. 
B) advertising planning. 
C) IMC process. 
D) creative function. 
E) choice of advertising tactics.

Question 4

In dealing with specialized media, media planners must now factor in which of the following?

Accepted Answer

A) their costs 
B) their ability to meet the clients' ego demands 
C) their additional weight against prime prospects 
D) the digital bandwidth 
E) the measure of interactivity 
A) their costs 
B) their ability to meet the clients' ego demands 
C) their additional weight against prime prospects 
D) the digital bandwidth 
E) the measure of interactivity

Question 5

The need for product demonstration or use of a simple versus complex message approach is something examined in which phase of the media plan?

Accepted Answer

A) media strategy 
B) media scheduling 
C) marketing analysis 
D) justification 
E) promotional strategy 
A) media strategy 
B) media scheduling 
C) marketing analysis 
D) justification 
E) promotional strategy

Question 6

Interactivity is enhanced by technology that:

Accepted Answer

A) allows people to advertise their needs via cell phones. 
B) allows people to creatively access higher-level advertising and marketing professionals. 
C) allows people to bypass traditional media and marketing channels and deal directly with suppliers for their entertainment, purchases, and other services. 
D) allows people to use wifi to turn on smart appliances. 
E) allows people to watch Web TV on the seatback in front of them. 
A) allows people to advertise their needs via cell phones. 
B) allows people to creatively access higher-level advertising and marketing professionals. 
C) allows people to bypass traditional media and marketing channels and deal directly with suppliers for their entertainment, purchases, and other services. 
D) allows people to use wifi to turn on smart appliances. 
E) allows people to watch Web TV on the seatback in front of them.

Question 7

Demands by clients for creativity go beyond the advertising message itself and are required of media planners specifically in their evaluation of new and different media options to build additional consumer exposure.

Accepted Answer

A) True 
 B)False

Question 8

What more than anything else is forcing the fading distinctions among media?

Accepted Answer

A) government regulations 
B) advertising agency specialization 
C) changing technology 
D) weakening copyright laws 
E) power asserted by the mega agencies 
A) government regulations 
B) advertising agency specialization 
C) changing technology 
D) weakening copyright laws 
E) power asserted by the mega agencies

Question 9

Historically, in the advertising process, which came first?

Accepted Answer

A) creative execution 
B) the concept 
C) media placement 
D) broad marketing and advertising strategies 
E) qualitative assessment 
A) creative execution 
B) the concept 
C) media placement 
D) broad marketing and advertising strategies 
E) qualitative assessment

Question 10

________ refers to the ability of an advertisement to deliver a receptive audience to the advertiser.

Accepted Answer

The answer of ________ refers to the ability of an...

Question 11

In their attempt to fine-tune cost efficiencies compared to more useful and targeted client prospects, researchers have tried to add:

Accepted Answer

A) a component to measure communication frequency. 
B) a media vehicle element that allows for planner preferences. 
C) a component to measure audience awareness. 
D) reach and frequency measures. 
E) a cost per 100 valuation. 
A) a component to measure communication frequency. 
B) a media vehicle element that allows for planner preferences. 
C) a component to measure audience awareness. 
D) reach and frequency measures. 
E) a cost per 100 valuation.

Question 12

Today, media planners must be creative in ways they use media vehicles, looking less at the distribution system and more at the audiences and communication effectiveness.

Accepted Answer

A) True 
 B)False

Question 13

Discuss the function and value of CPM in the new world of media.

Accepted Answer

CPM, or cost per thousand impressions, i

Question 14

Which of the following pertain to flighting?

Accepted Answer

A) Advertisers have less postage costs to consider. 
B) Advertisers achieve same brand awareness with less cost than having a steady schedule. 
C) Advertising perception increases as the number of placements rise. 
D) Consumers awareness of the brand soars as the schedule increases. 
E) Consumers awareness of the brand diminishes when the schedule is reduced. 
A) Advertisers have less postage costs to consider. 
B) Advertisers achieve same brand awareness with less cost than having a steady schedule. 
C) Advertising perception increases as the number of placements rise. 
D) Consumers awareness of the brand soars as the schedule increases. 
E) Consumers awareness of the brand diminishes when the schedule is reduced.

Question 15

At many agencies, the job titles media planner and media buyer now more accurately reflect the job function and expectations of the advertising media executive. They more likely are called:

Accepted Answer

A) integrated marketing manager. 
B) strategic media director. 
C) corporate media supervisor. 
D) communications planner. 
E) marketing media specialist. 
A) integrated marketing manager. 
B) strategic media director. 
C) corporate media supervisor. 
D) communications planner. 
E) marketing media specialist.

Question 16

Which of the following is NOT a category under the audience segmentation approach developed by Claritas?

Accepted Answer

A) Midtown Mix 
B) Landed Gentry 
C) Micro-City Blues 
D) Current College 
E) Second City Society 
A) Midtown Mix 
B) Landed Gentry 
C) Micro-City Blues 
D) Current College 
E) Second City Society

Question 17

________ is the length of time a campaign runs or the length of time that reach and frequency are measured.

Accepted Answer

The answer of ________ is the length of time a...

Question 18

One of the key questions that might be considered in weighting the CPM is:

Accepted Answer

A) Will the length of copy provide more exposure? 
B) Will the relative higher expense of radio spots increase the quality of exposure? 
C) Does the first exposure have the same or greater value than subsequent exposures? 
D) Will the BDI effect mitigate the coverage? 
E) Will the involvement of the planner increase the CPI? 
A) Will the length of copy provide more exposure? 
B) Will the relative higher expense of radio spots increase the quality of exposure? 
C) Does the first exposure have the same or greater value than subsequent exposures? 
D) Will the BDI effect mitigate the coverage? 
E) Will the involvement of the planner increase the CPI?

Question 19

The two main areas of disagreement in terms of unbundling are where the media planning should take place and the degree of coordination between creative and media strategy.

Accepted Answer

A) True 
 B)False

Question 20

Said to be limited only by the collective imagination, advertisers might be enticed by media with a product placement opportunity or a cross-media promotion with tickets to special events. Those are examples of ________ opportunities.

Accepted Answer

A) interactive vehicle 
B) niche vehicle 
C) slotting 
D) value-added 
E) payout 
A) interactive vehicle 
B) niche vehicle 
C) slotting 
D) value-added 
E) payout

Exam 7: Media Strategy

Of the four primary elements that a media planner deals with to develop a final media plan, the one that focuses on the length of time that a campaign will run, is:

GM's placement of a Chevy Camara in the 2009 Transformers sequel is an example of:

Unbundling has given media executives a primary position in the:

In dealing with specialized media, media planners must now factor in which of the following?

The need for product demonstration or use of a simple versus complex message approach is something examined in which phase of the media plan?

Interactivity is enhanced by technology that:

Demands by clients for creativity go beyond the advertising message itself and are required of media planners specifically in their evaluation of new and different media options to build additional consumer exposure.

What more than anything else is forcing the fading distinctions among media?

Historically, in the advertising process, which came first?

________ refers to the ability of an advertisement to deliver a receptive audience to the advertiser.

In their attempt to fine-tune cost efficiencies compared to more useful and targeted client prospects, researchers have tried to add:

Today, media planners must be creative in ways they use media vehicles, looking less at the distribution system and more at the audiences and communication effectiveness.

Discuss the function and value of CPM in the new world of media.

Which of the following pertain to flighting?

At many agencies, the job titles media planner and media buyer now more accurately reflect the job function and expectations of the advertising media executive. They more likely are called:

Which of the following is NOT a category under the audience segmentation approach developed by Claritas?

________ is the length of time a campaign runs or the length of time that reach and frequency are measured.

One of the key questions that might be considered in weighting the CPM is:

The two main areas of disagreement in terms of unbundling are where the media planning should take place and the degree of coordination between creative and media strategy.

Said to be limited only by the collective imagination, advertisers might be enticed by media with a product placement opportunity or a cross-media promotion with tickets to special events. Those are examples of ________ opportunities.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters