Question 1

What recent and dramatic change has occurred with regard to media planning?

Accepted Answer

A)  Advertisers have changed the compensation system for the media planning and buying functions performed by their full-service advertising agencies. 
B)  Advertisers are conducting the media planning function in-house rather than using outside advertising agencies. 
C)  Advertisers are spending dramatically less on media than previously. 
D)  Advertisers are "unbundling" media planning from full service agencies and consolidating this function across multiple brands. 
E)  Media planning is done completely with computer software to eliminate the subjective influences that may result in inefficient media plans. 
A)  Advertisers have changed the compensation system for the media planning and buying functions performed by their full-service advertising agencies. 
B)  Advertisers are conducting the media planning function in-house rather than using outside advertising agencies. 
C)  Advertisers are spending dramatically less on media than previously. 
D)  Advertisers are "unbundling" media planning from full service agencies and consolidating this function across multiple brands. 
E)  Media planning is done completely with computer software to eliminate the subjective influences that may result in inefficient media plans.

Question 2

A brand has a target audience consisting of 80 million households.Television commercials for the brand are aired 40 times during a four-week period,which produces 600 gross rating points.The net coverage,or unduplicated audience,is 60 million households.The computed reach is _____.

Accepted Answer

A)  15 
B)  32 
C)  40 
D)  75 
E)  80 
A)  15 
B)  32 
C)  40 
D)  75 
E)  80

Question 3

One objective involved in formulating media plans is determining how much advertising volume (termed _____,by practitioners)is required to accomplish advertising objectives.

Accepted Answer

A)  reach 
B)  weight 
C)  frequency 
D)  continuity 
E)  strength 
A)  reach 
B)  weight 
C)  frequency 
D)  continuity 
E)  strength

Question 4

The logic of recency planning includes the idea that the cost effectiveness of a single exposure is approximately ____ the value of subsequent exposures.

Accepted Answer

A)  half 
B)  equal to 
C)  considerably less than 
D)  three times greater than 
E)  five times greater than 
A)  half 
B)  equal to 
C)  considerably less than 
D)  three times greater than 
E)  five times greater than

Question 5

Pulsing and flighting advertising schedules are similar in that they both involve similar levels of advertising expenditures throughout the year.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is one of the fundamental objectives in media planning?

Accepted Answer

A)  effectiveness 
B)  reach 
C)  budget 
D)  efficiency index 
E)  OTS 
A)  effectiveness 
B)  reach 
C)  budget 
D)  efficiency index 
E)  OTS

Question 7

Define the terms reach and frequency,and explain why an advertiser would be interested in maximizing reach at the expense of frequency.

Accepted Answer

Reach represents the percentage of the t

Question 8

Dividing the total cost by the number of GRPs produces the _____.

Accepted Answer

A)  cost-per-thousand 
B)  cost per rating point 
C)  net cost 
D)  gross cost 
E)  effective cost 
A)  cost-per-thousand 
B)  cost per rating point 
C)  net cost 
D)  gross cost 
E)  effective cost

Question 9

CPM stands for cost per month.

Accepted Answer

A) True 
 B)False

Question 10

Gross rating points are calculated by _____.

Accepted Answer

A)  reach minus frequency 
B)  reach plus frequency 
C)  reach times frequency 
D)  reach divided by frequency 
E)  reach squared 
A)  reach minus frequency 
B)  reach plus frequency 
C)  reach times frequency 
D)  reach divided by frequency 
E)  reach squared

Question 11

The three-exposure hypothesis addresses the _____ number of exposures needed for advertising to be effective.

Accepted Answer

A)  minimum 
B)  maximum 
C)  optimum 
D)  constrained 
E)  marginal 
A)  minimum 
B)  maximum 
C)  optimum 
D)  constrained 
E)  marginal

Question 12

"Shouldn't ads actually work once a viewer sees them?" This is an argument against

Accepted Answer

A)  recency planning 
B)  the concept of ratings 
C)  cross-platforms 
D)  flighting 
E)  programmatic ad buys 
A)  recency planning 
B)  the concept of ratings 
C)  cross-platforms 
D)  flighting 
E)  programmatic ad buys

Question 13

A magazine reaches 5 million readers.The cost of advertising in this magazine is $150,000 per 4-color page.The cost per thousand is _____.

Accepted Answer

A)  $30.00 
B)  $33.33 
C)  $75.00 
D)  $50.00 
E)  not enough information to determine 
A)  $30.00 
B)  $33.33 
C)  $75.00 
D)  $50.00 
E)  not enough information to determine

Question 14

Which of the following is an activity performed in developing the media strategy?

Accepted Answer

A)  setting the advertising budget 
B)  setting a message strategy 
C)  setting advertising objectives 
D)  buying media 
E)  All of these are correct. 
A)  setting the advertising budget 
B)  setting a message strategy 
C)  setting advertising objectives 
D)  buying media 
E)  All of these are correct.

Question 15

Many media planners prefer to use rules of thumb because there is no easy way to estimate exposure utilities.

Accepted Answer

A) True 
 B)False

Question 16

The higher up the hierarchy of effects that the advertising is meant to move the consumer,the fewer the number of exposures needed to achieve minimal effectiveness.

Accepted Answer

A) True 
 B)False

Question 17

Jack owns a fishing lodge.He spends $3,000 a month on advertising in May,June,July,and August.He does no advertising during the other months.Jack is using the _____ advertising schedule.

Accepted Answer

A)  continuous 
B)  plotted 
C)  pulsing 
D)  dated 
E)  flighting 
A)  continuous 
B)  plotted 
C)  pulsing 
D)  dated 
E)  flighting

Question 18

Geographic information generally provides the most meaningful basis for segmenting target audiences.

Accepted Answer

A) True 
 B)False

Question 19

The choice of _____ is,in many respects,the most complicated of all marketing communications decisions due to the variety of decisions that must be made.

Accepted Answer

A)  celebrity endorser 
B)  message appeal 
C)  advertising agency 
D)  media and vehicles 
E)  research method 
A)  celebrity endorser 
B)  message appeal 
C)  advertising agency 
D)  media and vehicles 
E)  research method

Question 20

_____ are the general communication methods that carry advertising messages,such as television,magazines,newspapers,and so on.

Accepted Answer

A)  Media 
B)  Vehicles 
C)  Channels 
D)  Conduits 
E)  Delivery mechanisms 
A)  Media 
B)  Vehicles 
C)  Channels 
D)  Conduits 
E)  Delivery mechanisms

Exam 16: Media Planning and Analysis

What recent and dramatic change has occurred with regard to media planning?

A brand has a target audience consisting of 80 million households.Television commercials for the brand are aired 40 times during a four-week period,which produces 600 gross rating points.The net coverage,or unduplicated audience,is 60 million households.The computed reach is _____.

One objective involved in formulating media plans is determining how much advertising volume (termed _____,by practitioners)is required to accomplish advertising objectives.

The logic of recency planning includes the idea that the cost effectiveness of a single exposure is approximately ____ the value of subsequent exposures.

Pulsing and flighting advertising schedules are similar in that they both involve similar levels of advertising expenditures throughout the year.

Which of the following is one of the fundamental objectives in media planning?

Define the terms reach and frequency,and explain why an advertiser would be interested in maximizing reach at the expense of frequency.

Dividing the total cost by the number of GRPs produces the _____.

CPM stands for cost per month.

Gross rating points are calculated by _____.

The three-exposure hypothesis addresses the _____ number of exposures needed for advertising to be effective.

"Shouldn't ads actually work once a viewer sees them?" This is an argument against

A magazine reaches 5 million readers.The cost of advertising in this magazine is $150,000 per 4-color page.The cost per thousand is _____.

Which of the following is an activity performed in developing the media strategy?

Many media planners prefer to use rules of thumb because there is no easy way to estimate exposure utilities.

The higher up the hierarchy of effects that the advertising is meant to move the consumer,the fewer the number of exposures needed to achieve minimal effectiveness.

Jack owns a fishing lodge.He spends $3,000 a month on advertising in May,June,July,and August.He does no advertising during the other months.Jack is using the _____ advertising schedule.

Geographic information generally provides the most meaningful basis for segmenting target audiences.

The choice of _____ is,in many respects,the most complicated of all marketing communications decisions due to the variety of decisions that must be made.

_____ are the general communication methods that carry advertising messages,such as television,magazines,newspapers,and so on.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters