Question 1

Which of the following is characterized by alternating periods of intense advertising activity and periods of no advertising?

Accepted Answer

A)  pulsing 
B)  flighting 
C)  continuous scheduling 
D)  flow scheduling 
E)  lead-in 
A)  pulsing 
B)  flighting 
C)  continuous scheduling 
D)  flow scheduling 
E)  lead-in

Question 2

In most cases,the media plan will identify special regions or cities to be emphasized with a heavy-up schedule,which means proportionately more of the budget is spent in those areas.

Accepted Answer

A) True 
 B)False

Question 3

Media flow charts are used to plot out what media will run when and for how long.

Accepted Answer

A) True 
 B)False

Question 4

In the case of designated marketing areas (DMAs),weak markets may be given more than their share of media weight in the hopes of strengthening the brands in these markets,a practice known as ________.

Accepted Answer

A)  investment spending 
B)  pull spending 
C)  push spending 
D)  flighting 
E)  gross rating 
A)  investment spending 
B)  pull spending 
C)  push spending 
D)  flighting 
E)  gross rating

Question 5

What type of schedule is used when proportionately more of the marketing budget is spent in special regions or DMAs?

Accepted Answer

A)  continuous schedule 
B)  flighting schedule 
C)  heavy-up schedule 
D)  pulsing schedule 
E)  frequency schedule 
A)  continuous schedule 
B)  flighting schedule 
C)  heavy-up schedule 
D)  pulsing schedule 
E)  frequency schedule

Question 6

What is a general rule of thumb regarding the number of exposures needed for a message to sink in?

Accepted Answer

A)  one to two 
B)  two to three 
C)  three to ten 
D)  six to twelve 
E)  ten to fifteen 
A)  one to two 
B)  two to three 
C)  three to ten 
D)  six to twelve 
E)  ten to fifteen

Question 7

The frequency distribution method is more revealing,and thus more valuable,than the average frequency method.

Accepted Answer

A) True 
 B)False

Question 8

Gross rating points (GRPs)indicate an approximate measure of the reach and frequency of a media plan,as well as the plan's efficiency.

Accepted Answer

A) True 
 B)False

Question 9

The households using television (HUT)metric provides data on how many people are watching a specific program at a given time.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following metrics is designed to estimate the impact of an integrated campaign that includes both digital and measured media?

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 11

28th Avenue Wine & Spirits decided to start advertising its business,but it does not have a large budget to devote to it.However,the company's sales are seasonal,with the highest sales occurring between Thanksgiving and New Year's.If 28th Avenue Wine & Spirits would like to have a media presence all year round,which continuity schedule would most likely make the most of the budget?

Accepted Answer

A)  continuous strategy 
B)  pulsing strategy 
C)  flighting strategy 
D)  heavy-up strategy 
E)  burst strategy 
A)  continuous strategy 
B)  pulsing strategy 
C)  flighting strategy 
D)  heavy-up strategy 
E)  burst strategy

Question 12

Consider the following magazine media schedule as you answer the questions below.
   
* Target population: 100,000
** those who did not read either of the other two magazines
-If there were one weekly insertion in all the magazines for a four week period,what would the total insertions be for the plan?

Accepted Answer

A)  30 
B)  24 
C)  9 
D)  12 
E)  36 
A)  30 
B)  24 
C)  9 
D)  12 
E)  36

Question 13

Which media scheduling decision relates to factors such as seasonality,holidays,and days of the week?

Accepted Answer

A)  duration 
B)  continuity 
C)  timing 
D)  carryover 
E)  reach 
A)  duration 
B)  continuity 
C)  timing 
D)  carryover 
E)  reach

Question 14

Magazines and newspapers have clearly set production deadlines called ________.

Accepted Answer

A)  closings 
B)  make goods 
C)  lead times 
D)  preemptions 
E)  drop-deads 
A)  closings 
B)  make goods 
C)  lead times 
D)  preemptions 
E)  drop-deads

Question 15

Rates for ________ advertisements are based on the guaranteed circulation that a publisher promises to provide.

Accepted Answer

A)  radio 
B)  magazine 
C)  television 
D)  outdoor 
E)  online 
A)  radio 
B)  magazine 
C)  television 
D)  outdoor 
E)  online

Question 16

Online media is now more popular than traditional media as the first spot in the consumer search process.

Accepted Answer

A) True 
 B)False

Question 17

Kyle is a media planner at an advertising agency and has just been assigned to develop a media plan for a new client of the agency.What critical client information will Kyle find useful in developing the media plan?

Accepted Answer

The client is a good source for various

Question 18

The cost per point (CPP)is calculated by multiplying the cost of the ad by 1,000 and dividing that number by the readers in the target audience.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is an index of the relative consumption rate of a particular product category in a particular market?

Accepted Answer

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

Question 20

Unbundling media services has allowed media groups to work for clients who may be competitors of those handled by the agency.

Accepted Answer

A) True 
 B)False

Which of the following is characterized by alternating periods of intense advertising activity and periods of no advertising?

In most cases,the media plan will identify special regions or cities to be emphasized with a heavy-up schedule,which means proportionately more of the budget is spent in those areas.

Media flow charts are used to plot out what media will run when and for how long.

In the case of designated marketing areas (DMAs),weak markets may be given more than their share of media weight in the hopes of strengthening the brands in these markets,a practice known as ________.

What type of schedule is used when proportionately more of the marketing budget is spent in special regions or DMAs?

What is a general rule of thumb regarding the number of exposures needed for a message to sink in?

The frequency distribution method is more revealing,and thus more valuable,than the average frequency method.

Gross rating points (GRPs)indicate an approximate measure of the reach and frequency of a media plan,as well as the plan's efficiency.

The households using television (HUT)metric provides data on how many people are watching a specific program at a given time.

Which of the following metrics is designed to estimate the impact of an integrated campaign that includes both digital and measured media?

Consider the following magazine media schedule as you answer the questions below. * Target population: 100,000 ** those who did not read either of the other two magazines -If there were one weekly insertion in all the magazines for a four week period,what would the total insertions be for the plan?

Which media scheduling decision relates to factors such as seasonality,holidays,and days of the week?

Magazines and newspapers have clearly set production deadlines called ________.

Rates for ________ advertisements are based on the guaranteed circulation that a publisher promises to provide.

Online media is now more popular than traditional media as the first spot in the consumer search process.

Kyle is a media planner at an advertising agency and has just been assigned to develop a media plan for a new client of the agency.What critical client information will Kyle find useful in developing the media plan?

The cost per point (CPP)is calculated by multiplying the cost of the ad by 1,000 and dividing that number by the readers in the target audience.

Which of the following is an index of the relative consumption rate of a particular product category in a particular market?

Unbundling media services has allowed media groups to work for clients who may be competitors of those handled by the agency.

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 characterized by alternating periods of intense advertising activity and periods of no advertising?

In most cases,the media plan will identify special regions or cities to be emphasized with a heavy-up schedule,which means proportionately more of the budget is spent in those areas.

Media flow charts are used to plot out what media will run when and for how long.

In the case of designated marketing areas (DMAs),weak markets may be given more than their share of media weight in the hopes of strengthening the brands in these markets,a practice known as ________.

What type of schedule is used when proportionately more of the marketing budget is spent in special regions or DMAs?

What is a general rule of thumb regarding the number of exposures needed for a message to sink in?

The frequency distribution method is more revealing,and thus more valuable,than the average frequency method.

Gross rating points (GRPs)indicate an approximate measure of the reach and frequency of a media plan,as well as the plan's efficiency.

The households using television (HUT)metric provides data on how many people are watching a specific program at a given time.

Which of the following metrics is designed to estimate the impact of an integrated campaign that includes both digital and measured media?

Consider the following magazine media schedule as you answer the questions below. * Target population: 100,000 ** those who did not read either of the other two magazines -If there were one weekly insertion in all the magazines for a four week period,what would the total insertions be for the plan?

Which media scheduling decision relates to factors such as seasonality,holidays,and days of the week?

Magazines and newspapers have clearly set production deadlines called ________.

Rates for ________ advertisements are based on the guaranteed circulation that a publisher promises to provide.

Online media is now more popular than traditional media as the first spot in the consumer search process.

Kyle is a media planner at an advertising agency and has just been assigned to develop a media plan for a new client of the agency.What critical client information will Kyle find useful in developing the media plan?

The cost per point (CPP)is calculated by multiplying the cost of the ad by 1,000 and dividing that number by the readers in the target audience.

Which of the following is an index of the relative consumption rate of a particular product category in a particular market?

Unbundling media services has allowed media groups to work for clients who may be competitors of those handled by the agency.

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