Question 1

The concept of _____ is based on the idea that most advertising works by influencing the brand choice of consumers who are ready to buy.

Accepted Answer

A)  recency planning 
B)  halo effect 
C)  effective reach 
D)  effective frequency 
E)  message value 
A)  recency planning 
B)  halo effect 
C)  effective reach 
D)  effective frequency 
E)  message value

Question 2

Media people use the term _____ to describe the quality of exposure-the number or percentage of the audience which receives enough exposures to truly receive the message.

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 3

The purpose of media planning is to make sure the media objectives are consistent with the advertising objectives.

Accepted Answer

A) True 
 B)False

Question 4

Why would a media planner need to develop message-distribution objectives?

Accepted Answer

Message-distribution objective

Question 5

Why is media planning a more complicated process today than it was ten years ago?

Accepted Answer

A)  Because of the discovery of more sophisticated marketing research techniques. 
B)  Due to the decrease in media options. 
C)  Due to the increasing fragmentation of the audience. 
D)  Because huge advertising budgets are becoming the norm. 
E)  Because there is a lack of a competitive environment. 
A)  Because of the discovery of more sophisticated marketing research techniques. 
B)  Due to the decrease in media options. 
C)  Due to the increasing fragmentation of the audience. 
D)  Because huge advertising budgets are becoming the norm. 
E)  Because there is a lack of a competitive environment.

Question 6

Media objectives translate the advertising strategy into goals that media can accomplish.

Accepted Answer

A) True 
 B)False

Question 7

Emotionally-oriented creative messages are best communicated by pulsing the message at irregular intervals.

Accepted Answer

A) True 
 B)False

Question 8

A(n)_____ is a possible exposure of the advertising message to one audience member.

Accepted Answer

A)  medium reach 
B)  medium receptivity 
C)  advertising impression 
D)  message weight 
E)  medium value 
A)  medium reach 
B)  medium receptivity 
C)  advertising impression 
D)  message weight 
E)  medium value

Question 9

Development of a media plan requires an entirely different process than does the development of the marketing plan.

Accepted Answer

A) True 
 B)False

Question 10

The term frequency refers to the intensity of a media schedule based on repeated exposures to a medium or the program.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following products would most likely advertise using a continuous scheduling pattern?

Accepted Answer

A)  Skimmed milk 
B)  Allergy pills 
C)  Christmas cards 
D)  Lawn mowers 
E)  Thermal underwear 
A)  Skimmed milk 
B)  Allergy pills 
C)  Christmas cards 
D)  Lawn mowers 
E)  Thermal underwear

Question 12

Which of the following statements about a medium's audience is true?

Accepted Answer

A)  It is unethical for media vehicles to try to attract advertisers by using audience demographics. 
B)  Data on the size of media audiences are almost nonexistent. 
C)  The media planner needs to know how closely the medium's audience matches the target market. 
D)  Audience refers to the number of people who remember seeing or hearing an ad. 
E)  The media planner is not concerned about media audience size because all information on audience demographics is typically fabricated. 
A)  It is unethical for media vehicles to try to attract advertisers by using audience demographics. 
B)  Data on the size of media audiences are almost nonexistent. 
C)  The media planner needs to know how closely the medium's audience matches the target market. 
D)  Audience refers to the number of people who remember seeing or hearing an ad. 
E)  The media planner is not concerned about media audience size because all information on audience demographics is typically fabricated.

Question 13

The two major components of media objectives are audience objectives and:

Accepted Answer

A)  message-distribution objectives. 
B)  continuity objectives. 
C)  mission objectives. 
D)  environmental objectives. 
E)  marketing mix objectives. 
A)  message-distribution objectives. 
B)  continuity objectives. 
C)  mission objectives. 
D)  environmental objectives. 
E)  marketing mix objectives.

Question 14

A manufacturer of boxed candy finds it important to advertise most heavily around Christmas and Valentine's Day,and does no advertising during off-seasons for candy sales.Which of the following terms describes its method for scheduling media?

Accepted Answer

A)  Pulsing 
B)  Bursting 
C)  Flighting 
D)  Blinking 
E)  Continuous 
A)  Pulsing 
B)  Bursting 
C)  Flighting 
D)  Blinking 
E)  Continuous

Question 15

Pulsing schedule mixes continuous and flighting strategies.

Accepted Answer

A) True 
 B)False

Question 16

According to the advertising response curve:

Accepted Answer

A)  incremental response to advertising increases with repeated exposures. 
B)  too much ad exposure results in message spillover. 
C)  the first exposure is most effective with the followed by diminishing returns. 
D)  effective frequency decreases as effective reach increases. 
E)  continuity diminishes as effective frequency increases. 
A)  incremental response to advertising increases with repeated exposures. 
B)  too much ad exposure results in message spillover. 
C)  the first exposure is most effective with the followed by diminishing returns. 
D)  effective frequency decreases as effective reach increases. 
E)  continuity diminishes as effective frequency increases.

Question 17

As an element of the media mix,the _____ refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight,reach,frequency,and continuity objectives.

Accepted Answer

A)  methodology 
B)  market savvy 
C)  management 
D)  mechanics 
E)  mission 
A)  methodology 
B)  market savvy 
C)  management 
D)  mechanics 
E)  mission

Question 18

Describe how reach,frequency,and continuity differ.

Accepted Answer

Reach refers to the total number of diff

Question 19

A local television statement wanted to use colors and graphics to tell people that it was showing Dr.Phil at 5 p.m.The television station was counting on repetition to make sure the message was actually communicated to its audience.This simple message would be best communicated using which medium?

Accepted Answer

A)  Radio 
B)  Internet 
C)  Direct mail 
D)  General magazines 
E)  Specialty magazines 
A)  Radio 
B)  Internet 
C)  Direct mail 
D)  General magazines 
E)  Specialty magazines

Question 20

Bursting is used for high-ticket items that require careful consideration.

Accepted Answer

A) True 
 B)False

The concept of _____ is based on the idea that most advertising works by influencing the brand choice of consumers who are ready to buy.

Media people use the term _____ to describe the quality of exposure-the number or percentage of the audience which receives enough exposures to truly receive the message.

The purpose of media planning is to make sure the media objectives are consistent with the advertising objectives.

Why would a media planner need to develop message-distribution objectives?

Why is media planning a more complicated process today than it was ten years ago?

Media objectives translate the advertising strategy into goals that media can accomplish.

Emotionally-oriented creative messages are best communicated by pulsing the message at irregular intervals.

A(n)_____ is a possible exposure of the advertising message to one audience member.

Development of a media plan requires an entirely different process than does the development of the marketing plan.

The term frequency refers to the intensity of a media schedule based on repeated exposures to a medium or the program.

Which of the following products would most likely advertise using a continuous scheduling pattern?

Which of the following statements about a medium's audience is true?

The two major components of media objectives are audience objectives and:

A manufacturer of boxed candy finds it important to advertise most heavily around Christmas and Valentine's Day,and does no advertising during off-seasons for candy sales.Which of the following terms describes its method for scheduling media?

Pulsing schedule mixes continuous and flighting strategies.

According to the advertising response curve:

As an element of the media mix,the _____ refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight,reach,frequency,and continuity objectives.

Describe how reach,frequency,and continuity differ.

A local television statement wanted to use colors and graphics to tell people that it was showing Dr.Phil at 5 p.m.The television station was counting on repetition to make sure the message was actually communicated to its audience.This simple message would be best communicated using which medium?

Bursting is used for high-ticket items that require careful consideration.

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

The concept of _____ is based on the idea that most advertising works by influencing the brand choice of consumers who are ready to buy.

Media people use the term _____ to describe the quality of exposure-the number or percentage of the audience which receives enough exposures to truly receive the message.

The purpose of media planning is to make sure the media objectives are consistent with the advertising objectives.

Why would a media planner need to develop message-distribution objectives?

Why is media planning a more complicated process today than it was ten years ago?

Media objectives translate the advertising strategy into goals that media can accomplish.

Emotionally-oriented creative messages are best communicated by pulsing the message at irregular intervals.

A(n)_____ is a possible exposure of the advertising message to one audience member.

Development of a media plan requires an entirely different process than does the development of the marketing plan.

The term frequency refers to the intensity of a media schedule based on repeated exposures to a medium or the program.

Which of the following products would most likely advertise using a continuous scheduling pattern?

Which of the following statements about a medium's audience is true?

The two major components of media objectives are audience objectives and:

A manufacturer of boxed candy finds it important to advertise most heavily around Christmas and Valentine's Day,and does no advertising during off-seasons for candy sales.Which of the following terms describes its method for scheduling media?

Pulsing schedule mixes continuous and flighting strategies.

According to the advertising response curve:

As an element of the media mix,the _____ refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight,reach,frequency,and continuity objectives.

Describe how reach,frequency,and continuity differ.

A local television statement wanted to use colors and graphics to tell people that it was showing Dr.Phil at 5 p.m.The television station was counting on repetition to make sure the message was actually communicated to its audience.This simple message would be best communicated using which medium?

Bursting is used for high-ticket items that require careful consideration.

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