Question 1

Which of the following is NOT a criteria by which a media vehicle should be measured?

Accepted Answer

A) number of target market members reached by the vehicle 
B) weighted target market quality of the audience reached 
C) cost of the vehicle 
D) use of the most up-to-date technology to make it superior looking compared to other media vehicles 
E) effectiveness of advertising exposures delivered by the vehicle 
A) number of target market members reached by the vehicle 
B) weighted target market quality of the audience reached 
C) cost of the vehicle 
D) use of the most up-to-date technology to make it superior looking compared to other media vehicles 
E) effectiveness of advertising exposures delivered by the vehicle

Question 2

The media ________ is responsible for supervising all areas of the advertising campaign as it relates to the use of media.

Accepted Answer

The answer of The media ________ is responsible for supervising...

Question 3

List and highlight the four primary elements in developing a final media plan.

Accepted Answer

The four primary elements in developing

Question 4

Which of the following is among the reasons media planners view the budget with more and more frustration?

Accepted Answer

A) It is reviewed too often during a fiscal year. 
B) Audience is continually moving more toward flipping through spots on TV. 
C) Readers actually tear out advertisements without even scanning them. 
D) spiraling costs of media 
E) Management continually changes its target market focus. 
A) It is reviewed too often during a fiscal year. 
B) Audience is continually moving more toward flipping through spots on TV. 
C) Readers actually tear out advertisements without even scanning them. 
D) spiraling costs of media 
E) Management continually changes its target market focus.

Question 5

Given the budget restraints most advertisers have, discuss some options an advertiser might have to make more effective use of advertising dollars.

Accepted Answer

There are several options that advertise

Question 6

Briefly explain the role of media buying, and why it is critical in an advertising campaign.

Accepted Answer

Media buying is the process of purchasin

Question 7

One of the absolute critical needs of media agencies is:

Accepted Answer

A) personnel who can be identified with business and marketing growth opportunities. 
B) personnel who have insights about what makes an effective media planner. 
C) personnel with strong media education backgrounds learned in robust marketing and advertising programs on campuses. 
D) personnel with strong backgrounds in only traditional media. 
E) personnel who negotiate good contracts for their own benefit. 
A) personnel who can be identified with business and marketing growth opportunities. 
B) personnel who have insights about what makes an effective media planner. 
C) personnel with strong media education backgrounds learned in robust marketing and advertising programs on campuses. 
D) personnel with strong backgrounds in only traditional media. 
E) personnel who negotiate good contracts for their own benefit.

Question 8

Those who execute the media plan, select specific media, and monitor the execution of the media schedule developed by media planners are called:

Accepted Answer

A) media implementers. 
B) media researchers. 
C) media buyers. 
D) agency coordinators. 
E) copywriters. 
A) media implementers. 
B) media researchers. 
C) media buyers. 
D) agency coordinators. 
E) copywriters.

Question 9

In the global economy, an agency must not only execute creative functions well, but it must also execute the media function equally as well.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is NOT considered a trend that challenges media planners to adapt and reassess their planning and buying activities?

Accepted Answer

A) engagement 
B) creativity 
C) flighting 
D) convergence 
E) interactivity 
A) engagement 
B) creativity 
C) flighting 
D) convergence 
E) interactivity

Question 11

In a media environment characterized by convergence and creativity, one of the common approaches to the media function in recent years is known as:

Accepted Answer

A) pulling. 
B) unbundling. 
C) bundling. 
D) optimizing. 
E) kindling. 
A) pulling. 
B) unbundling. 
C) bundling. 
D) optimizing. 
E) kindling.

Question 12

The allocation of media dollars is by far the largest portion of the advertising budget so the media planner is expected to gain the greatest cost efficiencies.

Accepted Answer

A) True 
 B)False

Question 13

Under the justification and summary aspects of the media plan, you would expect to:

Accepted Answer

A) match vehicles with target audience media preferences. 
B) set product awareness goals. 
C) be prepared to make media schedule adjustments. 
D) establish pricing strategy. 
E) describe the commission fee split. 
A) match vehicles with target audience media preferences. 
B) set product awareness goals. 
C) be prepared to make media schedule adjustments. 
D) establish pricing strategy. 
E) describe the commission fee split.

Question 14

In recent years, which of the following media have NOT influenced new ways to view the media function and media buying?

Accepted Answer

A) video games 
B) the Internet 
C) interactive television 
D) 3-D HDTV 
E) 24-hour news channels 
A) video games 
B) the Internet 
C) interactive television 
D) 3-D HDTV 
E) 24-hour news channels

Question 15

Experienced media buyers and planners forget their personal biases and become the client's prime prospects, which means determining:

Accepted Answer

A) the best media vehicle that will best reach prospects. 
B) which media have the highest ratings. 
C) whether print or broadcast has better reach. 
D) what media has the highest share. 
E) the media placement itself. 
A) the best media vehicle that will best reach prospects. 
B) which media have the highest ratings. 
C) whether print or broadcast has better reach. 
D) what media has the highest share. 
E) the media placement itself.

Question 16

By 2015 a media planner will likely be dealing with:

Accepted Answer

A) media outlets that don't currently exist. 
B) media reintermediation. 
C) budget inefficiencies. 
D) decreased overall expenditures. 
E) totally demassified media. 
A) media outlets that don't currently exist. 
B) media reintermediation. 
C) budget inefficiencies. 
D) decreased overall expenditures. 
E) totally demassified media.

Question 17

Although there are several factors critical to the overall success of an advertising campaign, the most critical is:

Accepted Answer

A) level of creativity in the copy. 
B) precise identification of media. 
C) proper identification of the prime target market(s)for the brand. 
D) determination of the role of particular media. 
E) precise budgeting approaches. 
A) level of creativity in the copy. 
B) precise identification of media. 
C) proper identification of the prime target market(s)for the brand. 
D) determination of the role of particular media. 
E) precise budgeting approaches.

Question 18

Claritas's PRIZM looks at income and lifestyle of people in specific ZIP code areas in order to help media planners construct an effective and efficient media strategy.

Accepted Answer

A) True 
 B)False

Question 19

Research data available can precisely predict the awareness levels required to achieve any particular flighting strategy.

Accepted Answer

A) True 
 B)False

Question 20

A ________ encompasses various aspects of marketing strategy and advertising tactics.

Accepted Answer

The answer of A ________ encompasses various aspects of marketing...

Exam 7: Media Strategy

Which of the following is NOT a criteria by which a media vehicle should be measured?

The media ________ is responsible for supervising all areas of the advertising campaign as it relates to the use of media.

List and highlight the four primary elements in developing a final media plan.

Which of the following is among the reasons media planners view the budget with more and more frustration?

Given the budget restraints most advertisers have, discuss some options an advertiser might have to make more effective use of advertising dollars.

Briefly explain the role of media buying, and why it is critical in an advertising campaign.

One of the absolute critical needs of media agencies is:

Those who execute the media plan, select specific media, and monitor the execution of the media schedule developed by media planners are called:

In the global economy, an agency must not only execute creative functions well, but it must also execute the media function equally as well.

Which of the following is NOT considered a trend that challenges media planners to adapt and reassess their planning and buying activities?

In a media environment characterized by convergence and creativity, one of the common approaches to the media function in recent years is known as:

The allocation of media dollars is by far the largest portion of the advertising budget so the media planner is expected to gain the greatest cost efficiencies.

Under the justification and summary aspects of the media plan, you would expect to:

In recent years, which of the following media have NOT influenced new ways to view the media function and media buying?

Experienced media buyers and planners forget their personal biases and become the client's prime prospects, which means determining:

By 2015 a media planner will likely be dealing with:

Although there are several factors critical to the overall success of an advertising campaign, the most critical is:

Claritas's PRIZM looks at income and lifestyle of people in specific ZIP code areas in order to help media planners construct an effective and efficient media strategy.

Research data available can precisely predict the awareness levels required to achieve any particular flighting strategy.

A ________ encompasses various aspects of marketing strategy and advertising tactics.

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