Question 1

List the six functions of a media buyer.

Accepted Answer

The functions of the media buyer are:
(1

Question 2

A client at an advertising agency wants to know what reach means.Explain the concept.

Accepted Answer

An important aspect of an advertising ca

Question 3

Compare and contrast cost per thousand (CPM)and cost per point (CPP).

Accepted Answer

The process of measuring the target audi

Question 4

Media buyers must bargain for ________,the locations in magazines and other print media that offer readership advantage.

Accepted Answer

A)  consolidated services 
B)  bleed-throughs 
C)  program preemptions 
D)  closings 
E)  preferred positions 
A)  consolidated services 
B)  bleed-throughs 
C)  program preemptions 
D)  closings 
E)  preferred positions

Question 5

Media buyers should be consulted early in planning,as they are a good source of information on changes in media.

Accepted Answer

A) True 
 B)False

Question 6

The tighter the focus on a target market,the harder it is to find appropriate media to deliver a relevant message.

Accepted Answer

A) True 
 B)False

Question 7

Multichannel deals are a result of media convergence and allow advertisers to purchase media across all platforms with a single deal.

Accepted Answer

A) True 
 B)False

Question 8

A valuable tool for media planners,________ is (are)provided by companies such as MRI and is (are)usually organized by product category and cross-tabulated by audience groups and their consumption patterns.

Accepted Answer

A)  client information 
B)  market research 
C)  competitive advertising 
D)  media usage profiles 
E)  media coverage area 
A)  client information 
B)  market research 
C)  competitive advertising 
D)  media usage profiles 
E)  media coverage area

Question 9

The number of people in the vehicle's audience who are neither customers nor prospects is called wasted reach.

Accepted Answer

A) True 
 B)False

Question 10

One type of media-related information about markets is the broadcast coverage area for television,which is called a(n)________ and is referred to by the name of the largest city in the area.

Accepted Answer

A)  metropolitan statistical area (MS
A)  
B)  area of influence (AOI) 
C)  designated marketing area (DM
A)  
D)  metropolitan marketing area (MM
A)  
E)  designated commerce area (DC
A)  
A)  metropolitan statistical area (MS
A)  
B)  area of influence (AOI) 
C)  designated marketing area (DM
A)  
D)  metropolitan marketing area (MM
A)  
E)  designated commerce area (DC
A)

Question 11

Compare and contrast continuous,pulsing,and flighting strategies.

Accepted Answer

All three of these are continuity strate

Question 12

Rachel is creating an international media plan for her client.Which of the following is NOT true concerning global media planning?

Accepted Answer

A)  Global media plans have to piece together worldwide coverage with a variety of tools. 
B)  The Internet is the only true global medium. 
C)  Cable TV companies are offering an increasing number of international networks. 
D)  Satellites are regional, not global, in coverage. 
E)  Technical limitations, coverage areas, and government regulations prevent satellite transmission from becoming universal. 
A)  Global media plans have to piece together worldwide coverage with a variety of tools. 
B)  The Internet is the only true global medium. 
C)  Cable TV companies are offering an increasing number of international networks. 
D)  Satellites are regional, not global, in coverage. 
E)  Technical limitations, coverage areas, and government regulations prevent satellite transmission from becoming universal.

Question 13

The term SoLoMo refers to the convergence of social,local,and mobile marketing.

Accepted Answer

A) True 
 B)False

Question 14

In television,the percent of viewers watching a particular show based on the number of television sets that are on during that particular time slot is measured through ________.

Accepted Answer

A)  coverage 
B)  exposures 
C)  gross impressions 
D)  ratings 
E)  share of audience 
A)  coverage 
B)  exposures 
C)  gross impressions 
D)  ratings 
E)  share of audience

Question 15

Which concept describes the percent of people exposed to a brand message one or more times within a specified period of time?

Accepted Answer

A)  reach 
B)  frequency 
C)  continuity 
D)  impression 
E)  target 
A)  reach 
B)  frequency 
C)  continuity 
D)  impression 
E)  target

Question 16

If a company wants to increase the percent of people exposed to its message during its media campaign,then the company is most likely trying to increase its ________.

Accepted Answer

A)  frequency 
B)  target 
C)  reach 
D)  objectives 
E)  aperture 
A)  frequency 
B)  target 
C)  reach 
D)  objectives 
E)  aperture

Question 17

Vertical advertising relies heavily on end users passing information along as part of the communication plan.

Accepted Answer

A) True 
 B)False

Question 18

Anthony is in the planning stages for his media campaign.He is considering how he should spread out the advertising over the length of the campaign.What is an advantage of using a pulsing strategy?

Accepted Answer

A pulsing strategy is used to intensify

Question 19

Insertions are the number of ads placed in each media vehicle or program within a given period of time.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is most likely the best place to start when setting objectives for a media plan?

Accepted Answer

A)  frequency 
B)  continuity 
C)  lead time 
D)  distribution 
E)  reach 
A)  frequency 
B)  continuity 
C)  lead time 
D)  distribution 
E)  reach

List the six functions of a media buyer.

A client at an advertising agency wants to know what reach means.Explain the concept.

Compare and contrast cost per thousand (CPM)and cost per point (CPP).

Media buyers must bargain for ________,the locations in magazines and other print media that offer readership advantage.

Media buyers should be consulted early in planning,as they are a good source of information on changes in media.

The tighter the focus on a target market,the harder it is to find appropriate media to deliver a relevant message.

Multichannel deals are a result of media convergence and allow advertisers to purchase media across all platforms with a single deal.

A valuable tool for media planners,________ is (are)provided by companies such as MRI and is (are)usually organized by product category and cross-tabulated by audience groups and their consumption patterns.

The number of people in the vehicle's audience who are neither customers nor prospects is called wasted reach.

One type of media-related information about markets is the broadcast coverage area for television,which is called a(n)________ and is referred to by the name of the largest city in the area.

Compare and contrast continuous,pulsing,and flighting strategies.

Rachel is creating an international media plan for her client.Which of the following is NOT true concerning global media planning?

The term SoLoMo refers to the convergence of social,local,and mobile marketing.

In television,the percent of viewers watching a particular show based on the number of television sets that are on during that particular time slot is measured through ________.

Which concept describes the percent of people exposed to a brand message one or more times within a specified period of time?

If a company wants to increase the percent of people exposed to its message during its media campaign,then the company is most likely trying to increase its ________.

Vertical advertising relies heavily on end users passing information along as part of the communication plan.

Anthony is in the planning stages for his media campaign.He is considering how he should spread out the advertising over the length of the campaign.What is an advantage of using a pulsing strategy?

Insertions are the number of ads placed in each media vehicle or program within a given period of time.

Which of the following is most likely the best place to start when setting objectives for a media plan?

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

List the six functions of a media buyer.

A client at an advertising agency wants to know what reach means.Explain the concept.

Compare and contrast cost per thousand (CPM)and cost per point (CPP).

Media buyers must bargain for ________,the locations in magazines and other print media that offer readership advantage.

Media buyers should be consulted early in planning,as they are a good source of information on changes in media.

The tighter the focus on a target market,the harder it is to find appropriate media to deliver a relevant message.

Multichannel deals are a result of media convergence and allow advertisers to purchase media across all platforms with a single deal.

A valuable tool for media planners,________ is (are)provided by companies such as MRI and is (are)usually organized by product category and cross-tabulated by audience groups and their consumption patterns.

The number of people in the vehicle's audience who are neither customers nor prospects is called wasted reach.

One type of media-related information about markets is the broadcast coverage area for television,which is called a(n)________ and is referred to by the name of the largest city in the area.

Compare and contrast continuous,pulsing,and flighting strategies.

Rachel is creating an international media plan for her client.Which of the following is NOT true concerning global media planning?

The term SoLoMo refers to the convergence of social,local,and mobile marketing.

In television,the percent of viewers watching a particular show based on the number of television sets that are on during that particular time slot is measured through ________.

Which concept describes the percent of people exposed to a brand message one or more times within a specified period of time?

If a company wants to increase the percent of people exposed to its message during its media campaign,then the company is most likely trying to increase its ________.

Vertical advertising relies heavily on end users passing information along as part of the communication plan.

Anthony is in the planning stages for his media campaign.He is considering how he should spread out the advertising over the length of the campaign.What is an advantage of using a pulsing strategy?

Insertions are the number of ads placed in each media vehicle or program within a given period of time.

Which of the following is most likely the best place to start when setting objectives for a media plan?

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