Question 1

Which of the following is the most important function of media buying?

Accepted Answer

A)  providing information to media planners 
B)  matching the media vehicle to the strategic needs of the message 
C)  negotiating cost and making the media buy 
D)  handling all billing and payment for media buys 
E)  monitoring the media plan performance 
A)  providing information to media planners 
B)  matching the media vehicle to the strategic needs of the message 
C)  negotiating cost and making the media buy 
D)  handling all billing and payment for media buys 
E)  monitoring the media plan performance

Question 2

Which of the following is an index which estimates the strength of a brand in various geographical areas?

Accepted Answer

A)  product development index (PDI) 
B)  category development index (CDI) 
C)  brand development index (BDI) 
D)  buying power index (BPI) 
E)  brand share index (BSI) 
A)  product development index (PDI) 
B)  category development index (CDI) 
C)  brand development index (BDI) 
D)  buying power index (BPI) 
E)  brand share index (BSI)

Question 3

The four basic steps in media planning are targeting,setting media objectives,developing media strategies,and analyzing the metrics of a media plan.

Accepted Answer

A) True 
 B)False

Question 4

Other than timing,what are two important scheduling strategies?

Accepted Answer

A)  duration and continuity 
B)  CPM and CPP 
C)  reach and frequency 
D)  impressions and ratings 
E)  carryover and flighting 
A)  duration and continuity 
B)  CPM and CPP 
C)  reach and frequency 
D)  impressions and ratings 
E)  carryover and flighting

Question 5

National television is an effective advertising outlet to reach a wide,mass audience.

Accepted Answer

A) True 
 B)False

Question 6

Refer to the passage and chart below to answer the questions that follow.
The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Below is one portion of their media plan.
  
-Calculate the total gross rating points (Total GRPs).

Accepted Answer

Total GRPs

Question 7

Policies of compensating advertisers for errors,such as missed positions or errors in handling the message presentation,are known as ________.

Accepted Answer

A)  preemptions 
B)  make goods 
C)  up-fronts 
D)  preferred positions 
E)  remuneration 
A)  preemptions 
B)  make goods 
C)  up-fronts 
D)  preferred positions 
E)  remuneration

Question 8

Which of the following include exposure to traditional mass media,word-of-mouth,place-based media,in-store brand exposures,and interactive media?

Accepted Answer

A)  contact points 
B)  gross rating points 
C)  aperture points 
D)  impression points 
E)  rating points 
A)  contact points 
B)  gross rating points 
C)  aperture points 
D)  impression points 
E)  rating points

Question 9

One study assessed consumers' regard for specific brands and related that score to the brand's advertising expenditures relative to competitors' expenditures.The study found that all of the top brands in a given product category also represented the largest percentage of total advertising spending in a product category relative to competitors.What was measured in this study?

Accepted Answer

A)  targeted reach 
B)  aperture 
C)  share of voice 
D)  share of market 
E)  wasted reach 
A)  targeted reach 
B)  aperture 
C)  share of voice 
D)  share of market 
E)  wasted reach

Question 10

A media strategy that involves high ________ most likely involve creating broad exposure using many media vehicles,while a strategy involving high ________ is most likely narrower in focus with a more limited list of media vehicles.

Accepted Answer

A)  continuity, aperture 
B)  aperture, continuity 
C)  frequency, reach 
D)  reach, frequency 
E)  distribution, reach 
A)  continuity, aperture 
B)  aperture, continuity 
C)  frequency, reach 
D)  reach, frequency 
E)  distribution, reach

Question 11

The period of time during which there is no advertising during a flighting schedule is called a ________.

Accepted Answer

A)  flight 
B)  pulse 
C)  down time 
D)  carryover 
E)  hiatus 
A)  flight 
B)  pulse 
C)  down time 
D)  carryover 
E)  hiatus

Question 12

As Janice developed a media plan for a client,she gathered ________ from Claritas PRIZM system as part of her research.

Accepted Answer

A)  media usage profiles 
B)  client information 
C)  competitive advertising expenditures 
D)  media coverage reports 
E)  consumer behavior reports 
A)  media usage profiles 
B)  client information 
C)  competitive advertising expenditures 
D)  media coverage reports 
E)  consumer behavior reports

Question 13

The media buyer for a presidential campaign did not have enough campaign funds to purchase television advertisements positions before the fall television season began.To buy television advertisement time,she will have to make purchases in the scatter market.

Accepted Answer

A) True 
 B)False

Question 14

The estimate of ________ adjusts the calculation of an audience to exclude waste coverage so it more accurately reflects the percentage of the target audience watching a program.

Accepted Answer

A)  frequency distribution 
B)  gross rating points (GRPs) 
C)  targeted rating points (TRPs) 
D)  share of voice 
E)  total audience impressions 
A)  frequency distribution 
B)  gross rating points (GRPs) 
C)  targeted rating points (TRPs) 
D)  share of voice 
E)  total audience impressions

Question 15

The idea behind the concept of effective frequency is that you add frequency to reach until you get to the level where people respond.

Accepted Answer

A) True 
 B)False

Question 16

During television sweeps,A.C.Nielsen collects extensive audience data from people meters and viewer diaries.

Accepted Answer

A) True 
 B)False

Question 17

Which principle refers to adding frequency to reach until reaching a level where people respond?

Accepted Answer

A)  aperture reach 
B)  carryover 
C)  average frequency 
D)  frequency distribution 
E)  effective frequency 
A)  aperture reach 
B)  carryover 
C)  average frequency 
D)  frequency distribution 
E)  effective frequency

Question 18

While print media audiences are measured in ________,television audiences are measured in ________.

Accepted Answer

A)  readership; exposure 
B)  readership; circulation 
C)  circulation; exposure 
D)  circulation; coverage 
E)  exposure; coverage 
A)  readership; exposure 
B)  readership; circulation 
C)  circulation; exposure 
D)  circulation; coverage 
E)  exposure; coverage

Question 19

Refer to the passage and chart below to answer the questions that follow.
The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Below is one portion of their media plan.
  
-Explain the concept of the media mix and identify the Tigers' media mix in this case.

Accepted Answer

Rarely can a marketer reach the total ta

Question 20

Which of the following provides estimates of radio audiences?

Accepted Answer

A)  Arbitron Ratings Company 
B)  Simmons-Scarborough Syndicated Research 
C)  Audit Bureau of Circulations 
D)  A.C. Nielsen 
E)  MediaMark 
A)  Arbitron Ratings Company 
B)  Simmons-Scarborough Syndicated Research 
C)  Audit Bureau of Circulations 
D)  A.C. Nielsen 
E)  MediaMark

Which of the following is the most important function of media buying?

Which of the following is an index which estimates the strength of a brand in various geographical areas?

The four basic steps in media planning are targeting,setting media objectives,developing media strategies,and analyzing the metrics of a media plan.

Other than timing,what are two important scheduling strategies?

National television is an effective advertising outlet to reach a wide,mass audience.

Policies of compensating advertisers for errors,such as missed positions or errors in handling the message presentation,are known as ________.

Which of the following include exposure to traditional mass media,word-of-mouth,place-based media,in-store brand exposures,and interactive media?

A media strategy that involves high most likely involve creating broad exposure using many media vehicles,while a strategy involving high is most likely narrower in focus with a more limited list of media vehicles.

The period of time during which there is no advertising during a flighting schedule is called a ________.

As Janice developed a media plan for a client,she gathered ________ from Claritas PRIZM system as part of her research.

The media buyer for a presidential campaign did not have enough campaign funds to purchase television advertisements positions before the fall television season began.To buy television advertisement time,she will have to make purchases in the scatter market.

The estimate of ________ adjusts the calculation of an audience to exclude waste coverage so it more accurately reflects the percentage of the target audience watching a program.

The idea behind the concept of effective frequency is that you add frequency to reach until you get to the level where people respond.

During television sweeps,A.C.Nielsen collects extensive audience data from people meters and viewer diaries.

Which principle refers to adding frequency to reach until reaching a level where people respond?

While print media audiences are measured in ,television audiences are measured in .

Which of the following provides estimates of radio audiences?

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 14: Media Planning and Negotiation

Which of the following is the most important function of media buying?

Which of the following is an index which estimates the strength of a brand in various geographical areas?

The four basic steps in media planning are targeting,setting media objectives,developing media strategies,and analyzing the metrics of a media plan.

Other than timing,what are two important scheduling strategies?

National television is an effective advertising outlet to reach a wide,mass audience.

Policies of compensating advertisers for errors,such as missed positions or errors in handling the message presentation,are known as ________.

Which of the following include exposure to traditional mass media,word-of-mouth,place-based media,in-store brand exposures,and interactive media?

A media strategy that involves high ________ most likely involve creating broad exposure using many media vehicles,while a strategy involving high ________ is most likely narrower in focus with a more limited list of media vehicles.

The period of time during which there is no advertising during a flighting schedule is called a ________.

As Janice developed a media plan for a client,she gathered ________ from Claritas PRIZM system as part of her research.

The media buyer for a presidential campaign did not have enough campaign funds to purchase television advertisements positions before the fall television season began.To buy television advertisement time,she will have to make purchases in the scatter market.

The estimate of ________ adjusts the calculation of an audience to exclude waste coverage so it more accurately reflects the percentage of the target audience watching a program.

The idea behind the concept of effective frequency is that you add frequency to reach until you get to the level where people respond.

During television sweeps,A.C.Nielsen collects extensive audience data from people meters and viewer diaries.

Which principle refers to adding frequency to reach until reaching a level where people respond?

While print media audiences are measured in ________,television audiences are measured in ________.

Which of the following provides estimates of radio audiences?

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

A media strategy that involves high most likely involve creating broad exposure using many media vehicles,while a strategy involving high is most likely narrower in focus with a more limited list of media vehicles.

While print media audiences are measured in ,television audiences are measured in .