Question 1

Media convergence will reduce promotional opportunities for advertisers.

Accepted Answer

A) True 
 B)False

Question 2

Until recently, with respect to media cost efficiency, an advertiser would concentrate on:

Accepted Answer

A) utilizing the maximum number of radio outlets available. 
B) reaching the maximum number of mega-stores. 
C) reaching the greatest audience at the lowest cost. 
D) delivering the maximum number of repeat consumers. 
E) achieving the maximum of minutes of advertisement. 
A) utilizing the maximum number of radio outlets available. 
B) reaching the maximum number of mega-stores. 
C) reaching the greatest audience at the lowest cost. 
D) delivering the maximum number of repeat consumers. 
E) achieving the maximum of minutes of advertisement.

Question 3

Buying the medium that reaches the most prospects first and then working down to media that reach the smallest portion of the audience is called the ________ strategy.

Accepted Answer

The answer of Buying the medium that reaches the most...

Question 4

Discuss the important role media planners have in the advertising process.

Accepted Answer

Media planners play a crucial role in th

Question 5

Which of the following is an example of media convergence?

Accepted Answer

A) Phillip Morris becomes Altria. 
B) Microsoft cooperates with NBC to create MSNBC. 
C) ABC presents Who Wants to Be a Millionaire? 
D) Bank America buys HSBC Bank. 
E) Ford purchases Chrysler. 
A) Phillip Morris becomes Altria. 
B) Microsoft cooperates with NBC to create MSNBC. 
C) ABC presents Who Wants to Be a Millionaire? 
D) Bank America buys HSBC Bank. 
E) Ford purchases Chrysler.

Question 6

Before going to flighting, what factors should be considered?

Accepted Answer

Before going flying, several factors sho

Question 7

Media core values interact with creative messages to diminish or enhance the advertising.

Accepted Answer

A) True 
 B)False

Question 8

A media research department today could do all of the following functions EXCEPT:

Accepted Answer

A) coordinating primary research data and analysis. 
B) gauging and anticipating media trends. 
C) supporting media planners. 
D) estimating audiences for new magazines or TV programs. 
E) determining the types of media that prefer receiving news releases rather than advertisements. 
A) coordinating primary research data and analysis. 
B) gauging and anticipating media trends. 
C) supporting media planners. 
D) estimating audiences for new magazines or TV programs. 
E) determining the types of media that prefer receiving news releases rather than advertisements.

Question 9

Describe the trends affecting media planning.

Accepted Answer

Media planning is constantly evolving du

Question 10

Media planning is so key to effective advertising planning because agencies are realizing that even the most creative messages delivered to the wrong audiences can be catastrophic.

Accepted Answer

A) True 
 B)False

Question 11

Media planners are becoming more interested in the value of various media and the engagement those media provide. As a result, art directors, copywriters, and media planners are engaging in the media selection process at the strategic level rather than simply seeing their role as executing someone else's advertising plan.

Accepted Answer

A) True 
 B)False

Question 12

Recently, the major track in advertising research has focused on:

Accepted Answer

A) identifying influential youthful consumers. 
B) identifying the exact product benefits the consumer expects. 
C) identifying ways the consumer interacts with media and advertising messages. 
D) identifying the media's contribution to the advertising message as well as the message. 
E) identifying the prime target markets for a brand. 
A) identifying influential youthful consumers. 
B) identifying the exact product benefits the consumer expects. 
C) identifying ways the consumer interacts with media and advertising messages. 
D) identifying the media's contribution to the advertising message as well as the message. 
E) identifying the prime target markets for a brand.

Question 13

Factors changing the role of media and leading to the era of unbundling did NOT include:

Accepted Answer

A) integrated marketing. 
B) costs and profitability. 
C) prominence of media executives. 
D) globalization. 
E) complexity of the media function. 
A) integrated marketing. 
B) costs and profitability. 
C) prominence of media executives. 
D) globalization. 
E) complexity of the media function.

Question 14

Steady increases in the number of media and promotional options plus unprecedented segmenting of audiences have created both excitement and uncertainty for advertisers and media executives.

Accepted Answer

A) True 
 B)False

Question 15

Assessing product awareness goals and allocating funds to elements in the marketing communication mix is done in which phase of the media plan?

Accepted Answer

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

Question 16

A planner could consider which of the following weighted CPM adjustments to take into account communication factors?

Accepted Answer

A) effect of creative nuances 
B) probability of an audiences exposure to a medium 
C) qualitative environment for the message 
D) size of the copy compared to the size of the ad itself 
E) impact of the medium on a portion of the target audience 
A) effect of creative nuances 
B) probability of an audiences exposure to a medium 
C) qualitative environment for the message 
D) size of the copy compared to the size of the ad itself 
E) impact of the medium on a portion of the target audience

Question 17

Which of the following characteristics applies to geography?

Accepted Answer

A) one of the newest factors in buying media 
B) similar buying habits as shown by demographics 
C) one of the oldest factors in buying media 
D) Boundaries are much larger than in previous years. 
E) will be replaced by RFID and fiber optics 
A) one of the newest factors in buying media 
B) similar buying habits as shown by demographics 
C) one of the oldest factors in buying media 
D) Boundaries are much larger than in previous years. 
E) will be replaced by RFID and fiber optics

Question 18

Which of the following is NOT a consideration in helping decide whether to try flighting?

Accepted Answer

A) timing of flights 
B) secondary media 
C) advertising decay 
D) primary media 
E) competitive spending 
A) timing of flights 
B) secondary media 
C) advertising decay 
D) primary media 
E) competitive spending

Question 19

The determination to emphasize reach versus frequency in the communication strategy has little if any influence on media tactics or the budget.

Accepted Answer

A) True 
 B)False

Question 20

Traditionally, media planners for national advertisers looked upon which two building blocks as the dominant media?

Accepted Answer

A) magazines and TV 
B) newspapers and radio 
C) radio and TV 
D) newspapers and TV 
E) cable and Internet 
A) magazines and TV 
B) newspapers and radio 
C) radio and TV 
D) newspapers and TV 
E) cable and Internet

Exam 7: Media Strategy

Media convergence will reduce promotional opportunities for advertisers.

Until recently, with respect to media cost efficiency, an advertiser would concentrate on:

Buying the medium that reaches the most prospects first and then working down to media that reach the smallest portion of the audience is called the ________ strategy.

Discuss the important role media planners have in the advertising process.

Which of the following is an example of media convergence?

Before going to flighting, what factors should be considered?

Media core values interact with creative messages to diminish or enhance the advertising.

A media research department today could do all of the following functions EXCEPT:

Describe the trends affecting media planning.

Media planning is so key to effective advertising planning because agencies are realizing that even the most creative messages delivered to the wrong audiences can be catastrophic.

Recently, the major track in advertising research has focused on:

Factors changing the role of media and leading to the era of unbundling did NOT include:

Steady increases in the number of media and promotional options plus unprecedented segmenting of audiences have created both excitement and uncertainty for advertisers and media executives.

Assessing product awareness goals and allocating funds to elements in the marketing communication mix is done in which phase of the media plan?

A planner could consider which of the following weighted CPM adjustments to take into account communication factors?

Which of the following characteristics applies to geography?

Which of the following is NOT a consideration in helping decide whether to try flighting?

The determination to emphasize reach versus frequency in the communication strategy has little if any influence on media tactics or the budget.

Traditionally, media planners for national advertisers looked upon which two building blocks as the dominant media?

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