Question 1

Name the method used to indicate the sales potential of a particular brand in a specific market area.

Accepted Answer

The method used to indicate th

Question 2

Heroes-a television program,popular music countdown shows on radio,and the Beautiful House magazine are all examples of media vehicles.

Accepted Answer

A) True 
 B)False

Question 3

The advertising response curve is bell-shaped.

Accepted Answer

A) True 
 B)False

Question 4

If a fast-food restaurant calculated that consumers must be exposed to a radio message for its new dipping sauces for its buffalo wings four times on an average before they make a decision about whether to try the new product,the restaurant would have calculated:

Accepted Answer

A)  medium value. 
B)  exposure value. 
C)  message satiation. 
D)  effective reach. 
E)  effective frequency. 
A)  medium value. 
B)  exposure value. 
C)  message satiation. 
D)  effective reach. 
E)  effective frequency.

Question 5

Which of the following does NOT affect the probability of ad exposure?

Accepted Answer

A)  The senses required to perceive the message from the medium. 
B)  The number of competitive advertisers in the medium. 
C)  Whether the medium aims at a general or a specialized audience. 
D)  How much and what kind of attention the medium requires. 
E)  Whether the medium is an information source or a diversion. 
A)  The senses required to perceive the message from the medium. 
B)  The number of competitive advertisers in the medium. 
C)  Whether the medium aims at a general or a specialized audience. 
D)  How much and what kind of attention the medium requires. 
E)  Whether the medium is an information source or a diversion.

Question 6

Harrah's Resort and Casino in New Orleans has defined its target audience as people who like to gamble,are between the ages of 40 and 65,and who do not have to wait for summer vacations to enjoy their favorite hobby.To best reach its audience objective,it should most likely:

Accepted Answer

A)  advertise to members of Gambling Anonymous. 
B)  advertise in local newspapers rather than use national media. 
C)  use sales promotion literature showing how much fun an individual can have at Internet-based gambling sites. 
D)  use cable television, especially MTV and VH1 channels. 
E)  buy advertisements in slick, and upscale travel magazines. 
A)  advertise to members of Gambling Anonymous. 
B)  advertise in local newspapers rather than use national media. 
C)  use sales promotion literature showing how much fun an individual can have at Internet-based gambling sites. 
D)  use cable television, especially MTV and VH1 channels. 
E)  buy advertisements in slick, and upscale travel magazines.

Question 7

The media plan is influenced by the location and makeup of the target audience.

Accepted Answer

A) True 
 B)False

Question 8

Hardcastle Furniture is a retailer of fine leather sofas,chairs,and ottomans.It bought advertising time on radio station WKDA.Four thousand different listeners heard its radio spots six times during a four-week period,and another 2,000 heard the commercial three times during the same four-week period.Calculate the average frequency.

Accepted Answer

A)  1 
B)  2 
C)  5 
D)  6 
E)  9 
A)  1 
B)  2 
C)  5 
D)  6 
E)  9

Question 9

A manufacturer of boxed candy finds it important to advertise most heavily around Christmas and Valentine's Day,and does little,if any,advertising during off-seasons for candy sales.This statement describes the candy manufacturer's:

Accepted Answer

A)  frequency. 
B)  continuity. 
C)  gross impressions over time. 
D)  reach. 
E)  message weight. 
A)  frequency. 
B)  continuity. 
C)  gross impressions over time. 
D)  reach. 
E)  message weight.

Question 10

Differentiate between effective reach and effective frequency.

Accepted Answer

Effective reach describes the quality of

Question 11

The purpose of _____ is to conceive,analyze,and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.

Accepted Answer

A)  media planning 
B)  promotional strategy 
C)  communications feedback 
D)  promotional feedback 
E)  personal communications 
A)  media planning 
B)  promotional strategy 
C)  communications feedback 
D)  promotional feedback 
E)  personal communications

Question 12

The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.

Accepted Answer

A)  medium value 
B)  exposure value 
C)  message satiation 
D)  effective reach 
E)  effective frequency 
A)  medium value 
B)  exposure value 
C)  message satiation 
D)  effective reach 
E)  effective frequency

Question 13

Which of the following methods of scheduling media would be most effective for a new retail operation with a slim advertising budget?

Accepted Answer

A)  Pulsing 
B)  Blinking 
C)  Bursting 
D)  Continuity 
E)  Roadblocking 
A)  Pulsing 
B)  Blinking 
C)  Bursting 
D)  Continuity 
E)  Roadblocking

Question 14

The X Games,MTV cable TV,and Teen magazine would all be suitable _____ for Red Bull energy drink.

Accepted Answer

A)  audience communicators 
B)  market agents 
C)  advertising agents 
D)  silent salespeople 
E)  media vehicles 
A)  audience communicators 
B)  market agents 
C)  advertising agents 
D)  silent salespeople 
E)  media vehicles

Question 15

Assume that 40 percent of television households had the opportunity to hear a commercial for a new Mexican restaurant five times over a four-week period.What would be the GRP for the commercial?

Accepted Answer

A)  120 
B)  160 
C)  180 
D)  200 
E)  220 
A)  120 
B)  160 
C)  180 
D)  200 
E)  220

Question 16

To determine message-distribution objectives,a media planner would need to examine all of the following EXCEPT:

Accepted Answer

A)  reach. 
B)  frequency. 
C)  message weight. 
D)  segmentation. 
E)  continuity. 
A)  reach. 
B)  frequency. 
C)  message weight. 
D)  segmentation. 
E)  continuity.

Question 17

Assume 5,500 people heard a local radio ad for Razzamatazz hair salon three times during a two-week period and another 6,000 heard it once during the same period.Calculate gross impressions.

Accepted Answer

Gross impr

Question 18

Many factors go into developing an effective media strategy.These factors are often referred to as the five Ms.What are the five Ms?

Accepted Answer

The five Ms of an ef

Question 19

Name one innovative way of advertising.

Accepted Answer

Banners carrying ad messages c

Question 20

The _____ is simply the percentage of homes exposed to an advertising medium.

Accepted Answer

A)  exposure 
B)  message weight 
C)  TVHH 
D)  exposure value 
E)  rating 
A)  exposure 
B)  message weight 
C)  TVHH 
D)  exposure value 
E)  rating

Name the method used to indicate the sales potential of a particular brand in a specific market area.

Heroes-a television program,popular music countdown shows on radio,and the Beautiful House magazine are all examples of media vehicles.

The advertising response curve is bell-shaped.

If a fast-food restaurant calculated that consumers must be exposed to a radio message for its new dipping sauces for its buffalo wings four times on an average before they make a decision about whether to try the new product,the restaurant would have calculated:

Which of the following does NOT affect the probability of ad exposure?

Harrah's Resort and Casino in New Orleans has defined its target audience as people who like to gamble,are between the ages of 40 and 65,and who do not have to wait for summer vacations to enjoy their favorite hobby.To best reach its audience objective,it should most likely:

The media plan is influenced by the location and makeup of the target audience.

A manufacturer of boxed candy finds it important to advertise most heavily around Christmas and Valentine's Day,and does little,if any,advertising during off-seasons for candy sales.This statement describes the candy manufacturer's:

Differentiate between effective reach and effective frequency.

The purpose of _____ is to conceive,analyze,and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.

The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.

Which of the following methods of scheduling media would be most effective for a new retail operation with a slim advertising budget?

The X Games,MTV cable TV,and Teen magazine would all be suitable _____ for Red Bull energy drink.

Assume that 40 percent of television households had the opportunity to hear a commercial for a new Mexican restaurant five times over a four-week period.What would be the GRP for the commercial?

To determine message-distribution objectives,a media planner would need to examine all of the following EXCEPT:

Assume 5,500 people heard a local radio ad for Razzamatazz hair salon three times during a two-week period and another 6,000 heard it once during the same period.Calculate gross impressions.

Many factors go into developing an effective media strategy.These factors are often referred to as the five Ms.What are the five Ms?

Name one innovative way of advertising.

The _____ is simply the percentage of homes exposed to an advertising medium.

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

Name the method used to indicate the sales potential of a particular brand in a specific market area.

Heroes-a television program,popular music countdown shows on radio,and the Beautiful House magazine are all examples of media vehicles.

The advertising response curve is bell-shaped.

If a fast-food restaurant calculated that consumers must be exposed to a radio message for its new dipping sauces for its buffalo wings four times on an average before they make a decision about whether to try the new product,the restaurant would have calculated:

Which of the following does NOT affect the probability of ad exposure?

Harrah's Resort and Casino in New Orleans has defined its target audience as people who like to gamble,are between the ages of 40 and 65,and who do not have to wait for summer vacations to enjoy their favorite hobby.To best reach its audience objective,it should most likely:

The media plan is influenced by the location and makeup of the target audience.

A manufacturer of boxed candy finds it important to advertise most heavily around Christmas and Valentine's Day,and does little,if any,advertising during off-seasons for candy sales.This statement describes the candy manufacturer's:

Differentiate between effective reach and effective frequency.

The purpose of _____ is to conceive,analyze,and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.

The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.

Which of the following methods of scheduling media would be most effective for a new retail operation with a slim advertising budget?

The X Games,MTV cable TV,and Teen magazine would all be suitable _____ for Red Bull energy drink.

Assume that 40 percent of television households had the opportunity to hear a commercial for a new Mexican restaurant five times over a four-week period.What would be the GRP for the commercial?

To determine message-distribution objectives,a media planner would need to examine all of the following EXCEPT:

Assume 5,500 people heard a local radio ad for Razzamatazz hair salon three times during a two-week period and another 6,000 heard it once during the same period.Calculate gross impressions.

Many factors go into developing an effective media strategy.These factors are often referred to as the five Ms.What are the five Ms?

Name one innovative way of advertising.

The _____ is simply the percentage of homes exposed to an advertising medium.

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