Question 1

The two ways to express _____ are gross impressions and gross rating points.

Accepted Answer

A)  medium delivery power 
B)  audience perception 
C)  audience receptivity 
D)  medium capability 
E)  message weight 
A)  medium delivery power 
B)  audience perception 
C)  audience receptivity 
D)  medium capability 
E)  message weight

Question 2

Every month for the last five years,Sentry Company,the manufacturer of protective table pads,has run the same ad in Martha Stewart Living magazine.The ad describes the ordering process and the company's emphasis on customer service.This ad schedule is an example of which scheduling pattern?

Accepted Answer

A)  Flighting 
B)  Consecutive 
C)  Continuous 
D)  Trending 
E)  Pulsing 
A)  Flighting 
B)  Consecutive 
C)  Continuous 
D)  Trending 
E)  Pulsing

Question 3

The _____ describes how the advertiser will achieve its stated media objectives.

Accepted Answer

A)  communications plan 
B)  media mission 
C)  organizational plan 
D)  media strategy 
E)  media execution 
A)  communications plan 
B)  media mission 
C)  organizational plan 
D)  media strategy 
E)  media execution

Question 4

List five trends that have made media selection much more complicated than it used to be.

Accepted Answer

The five trends are: (1)increasing media

Question 5

The term _____ refers to local media that many consumers in a neighboring country inadvertently receive.

Accepted Answer

A)  overlapping messages 
B)  media noise 
C)  spillover media 
D)  international media 
E)  media over-extension 
A)  overlapping messages 
B)  media noise 
C)  spillover media 
D)  international media 
E)  media over-extension

Question 6

What two strategies are combined to produce a pulsing strategy?

Accepted Answer

The pulsing strategy

Question 7

_____ is an intermittent scheduling pattern that alternates periods of advertising with periods of no advertising.

Accepted Answer

A)  Continuous 
B)  Succession 
C)  Flashing 
D)  Pulsing 
E)  Flighting 
A)  Continuous 
B)  Succession 
C)  Flashing 
D)  Pulsing 
E)  Flighting

Question 8

A low BDI and a high CDI indicate a brand is selling unusually well given the low demand for the product category.

Accepted Answer

A) True 
 B)False

Question 9

The structure of the advertising industry has completely changed over the last few years.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following products is most likely to be sold using the advertising scheduling technique called bursting?

Accepted Answer

A)  Coppertone suntan lotion 
B)  Tide detergent 
C)  Waterford crystal 
D)  Valentine's Day cards 
E)  Delta faucets 
A)  Coppertone suntan lotion 
B)  Tide detergent 
C)  Waterford crystal 
D)  Valentine's Day cards 
E)  Delta faucets

Question 11

A(n)_____ is the total number of people or households exposed to a medium.

Accepted Answer

A)  complete sample 
B)  target market 
C)  audience 
D)  mean viewership/listenership 
E)  GRP total 
A)  complete sample 
B)  target market 
C)  audience 
D)  mean viewership/listenership 
E)  GRP total

Question 12

_____ refers to the length of time an advertising message or campaign will run over a given period of time.

Accepted Answer

A)  Frequency 
B)  Continuity 
C)  Effective reach 
D)  Medium delivery power 
E)  Medium value 
A)  Frequency 
B)  Continuity 
C)  Effective reach 
D)  Medium delivery power 
E)  Medium value

Question 13

List four reasons why media planners often use a mixed media approach.

Accepted Answer

A media mix is used to (a)reach people w

Question 14

Most marketers develop an international media by formulating individual national plans first.

Accepted Answer

A) True 
 B)False

Question 15

An opportunity to see is sometimes referred to as a(n):

Accepted Answer

A)  advertising impression. 
B)  medium weight. 
C)  medium delivery power. 
D)  message attention value. 
E)  message reception. 
A)  advertising impression. 
B)  medium weight. 
C)  medium delivery power. 
D)  message attention value. 
E)  message reception.

Question 16

Assume 8.1 percent of the total sales of rock salt occur in Buffalo,New York,and assume that 0.78 percent of the entire population of the United States lives in Buffalo.Calculate the CDI.

Accepted Answer

A)  12.09 
B)  6.32 
C)  9.63 
D)  963 
E)  1038.46 
A)  12.09 
B)  6.32 
C)  9.63 
D)  963 
E)  1038.46

Question 17

GRPs are calculated by adding the ratings of several media vehicles.

Accepted Answer

A) True 
 B)False

Question 18

The media planner for a manufacturer of golf clubs wants to attract women to golf.Considering the cost efficiency of advertising on a talk radio station,during the morning drive time,the average number of listeners age 30 and over is 40,000.Of this sixty percent are female,25 percent earn over $35,000 per year,and 99 percent own automobiles.What is the cost per thousand of this media planner's target audience if a 30-second commercial costs $200?

Accepted Answer

A)  $8.33 
B)  $17.50 
C)  $80.00 
D)  $175.00 
E)  $200.00 
A)  $8.33 
B)  $17.50 
C)  $80.00 
D)  $175.00 
E)  $200.00

Question 19

Which of the following would be the most appropriate advertising objective for a manufacturer of wine?

Accepted Answer

A)  To initiate a sales training program for all salespeople within the next two years. 
B)  To increase advertising recall among adults aged 55 and older by 15 percent by next Christmas. 
C)  To increase market share of brand of Merlot by 45 percent before the end of the next fiscal year. 
D)  To add three more marketing researchers to the company by October. 
E)  To regain sales volume lost to major competitive introductions over the past year. 
A)  To initiate a sales training program for all salespeople within the next two years. 
B)  To increase advertising recall among adults aged 55 and older by 15 percent by next Christmas. 
C)  To increase market share of brand of Merlot by 45 percent before the end of the next fiscal year. 
D)  To add three more marketing researchers to the company by October. 
E)  To regain sales volume lost to major competitive introductions over the past year.

Question 20

Which of the following statements about media planning is true?

Accepted Answer

A)  One reason media planning is easier today than it was 20 years ago is the increasing number of media choices. 
B)  The ability to advertise to larger and larger segments has made the job of media planning easier. 
C)  The cost of all media is less today than it was 10 years ago. 
D)  The job of media planning has been made more difficult by changes in the way media are bought and sold. 
E)  The job of media planning has been made more difficult by the legislation that prohibits repetitive advertising. 
A)  One reason media planning is easier today than it was 20 years ago is the increasing number of media choices. 
B)  The ability to advertise to larger and larger segments has made the job of media planning easier. 
C)  The cost of all media is less today than it was 10 years ago. 
D)  The job of media planning has been made more difficult by changes in the way media are bought and sold. 
E)  The job of media planning has been made more difficult by the legislation that prohibits repetitive advertising.

The two ways to express _____ are gross impressions and gross rating points.

Every month for the last five years,Sentry Company,the manufacturer of protective table pads,has run the same ad in Martha Stewart Living magazine.The ad describes the ordering process and the company's emphasis on customer service.This ad schedule is an example of which scheduling pattern?

The _____ describes how the advertiser will achieve its stated media objectives.

List five trends that have made media selection much more complicated than it used to be.

The term _____ refers to local media that many consumers in a neighboring country inadvertently receive.

What two strategies are combined to produce a pulsing strategy?

_____ is an intermittent scheduling pattern that alternates periods of advertising with periods of no advertising.

A low BDI and a high CDI indicate a brand is selling unusually well given the low demand for the product category.

The structure of the advertising industry has completely changed over the last few years.

Which of the following products is most likely to be sold using the advertising scheduling technique called bursting?

A(n)_____ is the total number of people or households exposed to a medium.

_____ refers to the length of time an advertising message or campaign will run over a given period of time.

List four reasons why media planners often use a mixed media approach.

Most marketers develop an international media by formulating individual national plans first.

An opportunity to see is sometimes referred to as a(n):

Assume 8.1 percent of the total sales of rock salt occur in Buffalo,New York,and assume that 0.78 percent of the entire population of the United States lives in Buffalo.Calculate the CDI.

GRPs are calculated by adding the ratings of several media vehicles.

Which of the following would be the most appropriate advertising objective for a manufacturer of wine?

Which of the following statements about media planning is true?

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 two ways to express _____ are gross impressions and gross rating points.

Every month for the last five years,Sentry Company,the manufacturer of protective table pads,has run the same ad in Martha Stewart Living magazine.The ad describes the ordering process and the company's emphasis on customer service.This ad schedule is an example of which scheduling pattern?

The _____ describes how the advertiser will achieve its stated media objectives.

List five trends that have made media selection much more complicated than it used to be.

The term _____ refers to local media that many consumers in a neighboring country inadvertently receive.

What two strategies are combined to produce a pulsing strategy?

_____ is an intermittent scheduling pattern that alternates periods of advertising with periods of no advertising.

A low BDI and a high CDI indicate a brand is selling unusually well given the low demand for the product category.

The structure of the advertising industry has completely changed over the last few years.

Which of the following products is most likely to be sold using the advertising scheduling technique called bursting?

A(n)_____ is the total number of people or households exposed to a medium.

_____ refers to the length of time an advertising message or campaign will run over a given period of time.

List four reasons why media planners often use a mixed media approach.

Most marketers develop an international media by formulating individual national plans first.

An opportunity to see is sometimes referred to as a(n):

Assume 8.1 percent of the total sales of rock salt occur in Buffalo,New York,and assume that 0.78 percent of the entire population of the United States lives in Buffalo.Calculate the CDI.

GRPs are calculated by adding the ratings of several media vehicles.

Which of the following would be the most appropriate advertising objective for a manufacturer of wine?

Which of the following statements about media planning is true?

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