Question 1

List the six factors that are known to increase attention value.

Accepted Answer

The six factors are (a)audience involvement with editorial content or program material, (b)specialization of audience interest or identification, (c)number of competitive advertisers (the fewer the better), (d)audience familiarity with the advertiser's campaign, (e)quality of advertising reproduction,and (f)timeliness of advertising exposure.

Question 2

Media planners often define media objectives by the advertising schedule's _____,the total size of the audience for a set of ads or an entire campaign.

Accepted Answer

A)  circulation value 
B)  attention value 
C)  frequency 
D)  message weight 
E)  gross impressions 
A)  circulation value 
B)  attention value 
C)  frequency 
D)  message weight 
E)  gross impressions D

Question 3

The elements of the _____ are the product concept,target audience,advertising message,and communications media.

Accepted Answer

A)  media action plan 
B)  advertising mission 
C)  creative mix 
D)  media vision 
E)  reach/frequency plan 
A)  media action plan 
B)  advertising mission 
C)  creative mix 
D)  media vision 
E)  reach/frequency plan C

Question 4

Which type of classification do media planners typically use to define their target audience?

Accepted Answer

Media planners typic

Question 5

If the Franklin Commercial Appeal has 5,000 subscribers,and a bank pays $500 for a full-page ad in the newspaper,the CPM will equal $200 per thousand.

Accepted Answer

A) True 
 B)False

Question 6

Who is responsible for answering questions such as "where should we advertise," "which media vehicles should we use," and "how often should we run the advertisement?"

Accepted Answer

A)  Communications experts 
B)  Development planners 
C)  Media planners 
D)  Promotional managers 
E)  Creative directors 
A)  Communications experts 
B)  Development planners 
C)  Media planners 
D)  Promotional managers 
E)  Creative directors

Question 7

Companies practicing integrated marketing communications should be concerned about everything that carries a message to and/or from customers and other stakeholders.

Accepted Answer

A) True 
 B)False

Question 8

The technique of _____ is used to give television viewers the impression that the advertiser had bought a lot of air time even though the ad may have been shown only for a couple of nights.

Accepted Answer

A)  pulsing 
B)  roadblocking 
C)  media monopoly 
D)  flighting 
E)  prestige promotion 
A)  pulsing 
B)  roadblocking 
C)  media monopoly 
D)  flighting 
E)  prestige promotion

Question 9

According to the diagram that outlines the scope of the media-planning activities,what are the purposes of (a)the situation analysis,(b)the marketing plan,and (c)the advertising plan?

Accepted Answer

The purposes of these activities are as

Question 10

Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity.

Accepted Answer

A) True 
 B)False

Question 11

Advertisers should use the same media vehicles that their primary competitors dominate.

Accepted Answer

A) True 
 B)False

Question 12

Whether the print ad will be a half-page or a full-page and what page the ad will be located on are all decisions involving which element of the media mix?

Accepted Answer

A)  Mission 
B)  Management 
C)  Media category 
D)  Mechanics 
E)  Markets 
A)  Mission 
B)  Management 
C)  Media category 
D)  Mechanics 
E)  Markets

Question 13

Sixty percent of the total target market heard the radio spots for a title-loan company,at least once during a four-week period.The average frequency of the advertisement was four.Calculate the gross rating points.

Accepted Answer

A)  24 
B)  6.67 
C)  15 
D)  240 
E)  9.6 
A)  24 
B)  6.67 
C)  15 
D)  240 
E)  9.6

Question 14

Assume the audience for its six o'clock news on channel 5 is 115,000.During the months of April and May,a marketer of above-ground swimming pools ran 16 ads during the show.This is the only advertising the marketer did during those two months.Its _____ equals 1,840,000.

Accepted Answer

A)  message value 
B)  medium specificity 
C)  effective frequency 
D)  BDI 
E)  gross impression 
A)  message value 
B)  medium specificity 
C)  effective frequency 
D)  BDI 
E)  gross impression

Question 15

Which of the following factors is NOT known to increase attention value?

Accepted Answer

A)  Audience familiarity with advertiser's campaign. 
B)  Audience involvement with editorial content or program material. 
C)  Number of competitive advertisers. 
D)  The timeliness of advertising exposure. 
E)  Span of the media plan. 
A)  Audience familiarity with advertiser's campaign. 
B)  Audience involvement with editorial content or program material. 
C)  Number of competitive advertisers. 
D)  The timeliness of advertising exposure. 
E)  Span of the media plan.

Question 16

The Rome Journal has 6,000 subscribers.Puppy Groomers pays $600 for a half-page ad in the newspaper.What is the cost per thousand?

Accepted Answer

A)  $10 
B)  $100 
C)  $1,000 
D)  $10,000 
E)  $600 
A)  $10 
B)  $100 
C)  $1,000 
D)  $10,000 
E)  $600

Question 17

To develop an effective media strategy,media planners use the five Ms of the media mix.They are:

Accepted Answer

A)  message weight, message value, message reach, media vehicle, and motivation. 
B)  marketing mix, media planning, media selection, media scheduling, and media implementation. 
C)  markets, money, media, mechanics and methodology. 
D)  message, motivation, money, management, and media. 
E)  mission, marketing, medium, message, and motivation. 
A)  message weight, message value, message reach, media vehicle, and motivation. 
B)  marketing mix, media planning, media selection, media scheduling, and media implementation. 
C)  markets, money, media, mechanics and methodology. 
D)  message, motivation, money, management, and media. 
E)  mission, marketing, medium, message, and motivation.

Question 18

The category development index is:

Accepted Answer

A)  published annually by the Federal Trade Commission. 
B)  another way to express the advertising response curve. 
C)  an indication of the sales potential of a particular brand in a specific target market. 
D)  based on sales potential of the entire product category in a specific target market. 
E)  an indication of the economic forecast for a specific product category. 
A)  published annually by the Federal Trade Commission. 
B)  another way to express the advertising response curve. 
C)  an indication of the sales potential of a particular brand in a specific target market. 
D)  based on sales potential of the entire product category in a specific target market. 
E)  an indication of the economic forecast for a specific product category.

Question 19

What are the two methods that advertisers use to accumulate reach?

Accepted Answer

An advertiser may accumulate r

Question 20

The Phoenix Sun has 13,000 subscribers.Flower Power,a florist in the area,pays $800 for a full-page ad in the newspaper.What is the cost per thousand?

Accepted Answer

A)  $10 
B)  $100 
C)  $61.54 
D)  $16.25 
E)  $66.66 
A)  $10 
B)  $100 
C)  $61.54 
D)  $16.25 
E)  $66.66

List the six factors that are known to increase attention value.

Media planners often define media objectives by the advertising schedule's _____,the total size of the audience for a set of ads or an entire campaign.

The elements of the _____ are the product concept,target audience,advertising message,and communications media.

Which type of classification do media planners typically use to define their target audience?

If the Franklin Commercial Appeal has 5,000 subscribers,and a bank pays $500 for a full-page ad in the newspaper,the CPM will equal $200 per thousand.

Who is responsible for answering questions such as "where should we advertise," "which media vehicles should we use," and "how often should we run the advertisement?"

Companies practicing integrated marketing communications should be concerned about everything that carries a message to and/or from customers and other stakeholders.

The technique of _____ is used to give television viewers the impression that the advertiser had bought a lot of air time even though the ad may have been shown only for a couple of nights.

According to the diagram that outlines the scope of the media-planning activities,what are the purposes of (a)the situation analysis,(b)the marketing plan,and (c)the advertising plan?

Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity.

Advertisers should use the same media vehicles that their primary competitors dominate.

Whether the print ad will be a half-page or a full-page and what page the ad will be located on are all decisions involving which element of the media mix?

Sixty percent of the total target market heard the radio spots for a title-loan company,at least once during a four-week period.The average frequency of the advertisement was four.Calculate the gross rating points.

Assume the audience for its six o'clock news on channel 5 is 115,000.During the months of April and May,a marketer of above-ground swimming pools ran 16 ads during the show.This is the only advertising the marketer did during those two months.Its _____ equals 1,840,000.

Which of the following factors is NOT known to increase attention value?

The Rome Journal has 6,000 subscribers.Puppy Groomers pays $600 for a half-page ad in the newspaper.What is the cost per thousand?

To develop an effective media strategy,media planners use the five Ms of the media mix.They are:

The category development index is:

What are the two methods that advertisers use to accumulate reach?

The Phoenix Sun has 13,000 subscribers.Flower Power,a florist in the area,pays $800 for a full-page ad in the newspaper.What is the cost per thousand?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

Exam 9: Planning Media Strategy

List the six factors that are known to increase attention value.

Media planners often define media objectives by the advertising schedule's _____,the total size of the audience for a set of ads or an entire campaign.

The elements of the _____ are the product concept,target audience,advertising message,and communications media.

Which type of classification do media planners typically use to define their target audience?

If the Franklin Commercial Appeal has 5,000 subscribers,and a bank pays $500 for a full-page ad in the newspaper,the CPM will equal $200 per thousand.

Who is responsible for answering questions such as "where should we advertise," "which media vehicles should we use," and "how often should we run the advertisement?"

Companies practicing integrated marketing communications should be concerned about everything that carries a message to and/or from customers and other stakeholders.

The technique of _____ is used to give television viewers the impression that the advertiser had bought a lot of air time even though the ad may have been shown only for a couple of nights.

According to the diagram that outlines the scope of the media-planning activities,what are the purposes of (a)the situation analysis,(b)the marketing plan,and (c)the advertising plan?

Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity.

Advertisers should use the same media vehicles that their primary competitors dominate.

Whether the print ad will be a half-page or a full-page and what page the ad will be located on are all decisions involving which element of the media mix?

Sixty percent of the total target market heard the radio spots for a title-loan company,at least once during a four-week period.The average frequency of the advertisement was four.Calculate the gross rating points.

Assume the audience for its six o'clock news on channel 5 is 115,000.During the months of April and May,a marketer of above-ground swimming pools ran 16 ads during the show.This is the only advertising the marketer did during those two months.Its _____ equals 1,840,000.

Which of the following factors is NOT known to increase attention value?

The Rome Journal has 6,000 subscribers.Puppy Groomers pays $600 for a half-page ad in the newspaper.What is the cost per thousand?

To develop an effective media strategy,media planners use the five Ms of the media mix.They are:

The category development index is:

What are the two methods that advertisers use to accumulate reach?

The Phoenix Sun has 13,000 subscribers.Flower Power,a florist in the area,pays $800 for a full-page ad in the newspaper.What is the cost per thousand?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters