Question 1

In a typical media plan, the first section is:

Accepted Answer

A) justification. 
B) marketing analysis. 
C) media strategy. 
D) advertising analysis. 
E) budget. 
A) justification. 
B) marketing analysis. 
C) media strategy. 
D) advertising analysis. 
E) budget.

Question 2

Interactivity is tied to technology that will allow consumers to bypass traditional media and marketing channels.

Accepted Answer

A) True 
 B)False

Question 3

Discuss the communications requirements that affect the creative aspect of advertising.

Accepted Answer

The communications requirements that aff

Question 4

CPMI stands for cost per million involved and is another way of saying some measure of audience communication is being used to weight the audience of specific media or media vehicles.

Accepted Answer

A) True 
 B)False

Question 5

What is a media plan, and what are its key elements?

Accepted Answer

A media plan is a comprehensive strategy

Question 6

In the media scheduling phase of a media plan, you should expect to make appropriate budget allocations for each medium you intend to use.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following would NOT execute the media function today?

Accepted Answer

A) an independent planning and media-buying firm 
B) an unbundled media shop 
C) a company's in-house media department 
D) a sales promotion agency 
E) an advertising agency 
A) an independent planning and media-buying firm 
B) an unbundled media shop 
C) a company's in-house media department 
D) a sales promotion agency 
E) an advertising agency

Question 8

Because of continuing audience fragmentation, Discovery Channel and the Weather Channel, neither of which averages 1 percent of the viewing audience, have an advantage because they:

Accepted Answer

A) are interactive vehicles. 
B) are niche vehicles. 
C) are more visibly attractive now because of HDTV. 
D) will be even more attractive because of 3D-HDTV. 
E) are automatically offered by satellite TV services. 
A) are interactive vehicles. 
B) are niche vehicles. 
C) are more visibly attractive now because of HDTV. 
D) will be even more attractive because of 3D-HDTV. 
E) are automatically offered by satellite TV services.

Question 9

The media-scheduling phase of a media plan would include which of the following?

Accepted Answer

A) statement of advertising goals 
B) broadcast allocations and availabilities 
C) demographic characteristics 
D) contingencies for media schedule adjustments 
E) digital impacts and recording scheduling 
A) statement of advertising goals 
B) broadcast allocations and availabilities 
C) demographic characteristics 
D) contingencies for media schedule adjustments 
E) digital impacts and recording scheduling

Question 10

Until the late 1990s, reputations of most advertising agencies were established on their creative expertise rather than on their total performance, including delivery of various ancillary support functions.

Accepted Answer

A) True 
 B)False

Question 11

A shortcoming of many methods of audience analysis is that they consider only one single variable.

Accepted Answer

A) True 
 B)False

Question 12

According to ZenithOptimedia, advertising expenditures for 2008 in measured and unmeasured media were closest to:

Accepted Answer

A) $156 billion. 
B) $206 billion. 
C) $2566 billion. 
D) $306 trillion. 
E) $396 billion. 
A) $156 billion. 
B) $206 billion. 
C) $2566 billion. 
D) $306 trillion. 
E) $396 billion.

Question 13

The part of a media plan that addresses product benefits and differentiating characteristics is the:

Accepted Answer

A) advertising analysis. 
B) media strategy. 
C) marketing analysis. 
D) justification and summary. 
E) media scheduling. 
A) advertising analysis. 
B) media strategy. 
C) marketing analysis. 
D) justification and summary. 
E) media scheduling.

Question 14

Assuming you're the media planner, which of the following would be part of the creative predispositions you'd consider?

Accepted Answer

A) Senior citizens want to buy bigger homes for less money. 
B) You're a cell phone company that seeks to attract people via newspaper ads. 
C) Teens are into radio in a different way than they're into print. 
D) You have lots of copy so radio is your medium. 
E) complementary colors and harmonics 
A) Senior citizens want to buy bigger homes for less money. 
B) You're a cell phone company that seeks to attract people via newspaper ads. 
C) Teens are into radio in a different way than they're into print. 
D) You have lots of copy so radio is your medium. 
E) complementary colors and harmonics

Question 15

Unbundling refers to the establishment of agency media departments as dependent units of a full-service agency.

Accepted Answer

A) True 
 B)False

Question 16

During the era when mass circulation magazines and network TV were dominant, the most common measure of efficiency was determined by using:

Accepted Answer

A) the cost per hundred formula (CPH). 
B) the last in, first out formula (LIFO). 
C) the first in, first out formula (FIFO). 
D) the cost per thousand formula (CPM). 
E) the cost per thousand interested formula (CPMI). 
A) the cost per hundred formula (CPH). 
B) the last in, first out formula (LIFO). 
C) the first in, first out formula (FIFO). 
D) the cost per thousand formula (CPM). 
E) the cost per thousand interested formula (CPMI).

Question 17

The formula for comparing costs among media with different circulation considers:

Accepted Answer

A) weight of air time x number of vehicles chosen. 
B) (ad cost x 1,000)divided by circulation. 
C) (ad cost x 100)divided by circulation. 
D) numbers of exposure divided by (ad costs x 100). 
E) circulation divided by (ad cost x 1000). 
A) weight of air time x number of vehicles chosen. 
B) (ad cost x 1,000)divided by circulation. 
C) (ad cost x 100)divided by circulation. 
D) numbers of exposure divided by (ad costs x 100). 
E) circulation divided by (ad cost x 1000).

Question 18

List some fundamental characteristics of the media that affect planning.

Accepted Answer

The media landscape is complex and ever-

Question 19

Research has shown networks have distinctive brand identities that appeal to specific demographic and buyer categories, but that high brand identification doesn't always translate into short-term viewership.

Accepted Answer

A) True 
 B)False

Question 20

________ opportunities are the extras a medium can do or provide advertisers who purchase space or time in it.

Accepted Answer

The answer of ________ opportunities are the extras a medium...

Exam 7: Media Strategy

In a typical media plan, the first section is:

Interactivity is tied to technology that will allow consumers to bypass traditional media and marketing channels.

Discuss the communications requirements that affect the creative aspect of advertising.

CPMI stands for cost per million involved and is another way of saying some measure of audience communication is being used to weight the audience of specific media or media vehicles.

What is a media plan, and what are its key elements?

In the media scheduling phase of a media plan, you should expect to make appropriate budget allocations for each medium you intend to use.

Which of the following would NOT execute the media function today?

Because of continuing audience fragmentation, Discovery Channel and the Weather Channel, neither of which averages 1 percent of the viewing audience, have an advantage because they:

The media-scheduling phase of a media plan would include which of the following?

Until the late 1990s, reputations of most advertising agencies were established on their creative expertise rather than on their total performance, including delivery of various ancillary support functions.

A shortcoming of many methods of audience analysis is that they consider only one single variable.

According to ZenithOptimedia, advertising expenditures for 2008 in measured and unmeasured media were closest to:

The part of a media plan that addresses product benefits and differentiating characteristics is the:

Assuming you're the media planner, which of the following would be part of the creative predispositions you'd consider?

Unbundling refers to the establishment of agency media departments as dependent units of a full-service agency.

During the era when mass circulation magazines and network TV were dominant, the most common measure of efficiency was determined by using:

The formula for comparing costs among media with different circulation considers:

List some fundamental characteristics of the media that affect planning.

Research has shown networks have distinctive brand identities that appeal to specific demographic and buyer categories, but that high brand identification doesn't always translate into short-term viewership.

________ opportunities are the extras a medium can do or provide advertisers who purchase space or time in it.

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