Question 1

Which of the following statements about reach is true?

Accepted Answer

A)  Reach is always expressed as a percentage. 
B)  Reach measures the intensity of a media schedule. 
C)  Reach refers to the number of people who are actually exposed to and consume the advertising. 
D)  Reach refers to the number of people exposed to and hence have an opportunity to see the ad. 
E)  The only way to accumulate reach is by using the same media vehicle continuously. 
A)  Reach is always expressed as a percentage. 
B)  Reach measures the intensity of a media schedule. 
C)  Reach refers to the number of people who are actually exposed to and consume the advertising. 
D)  Reach refers to the number of people exposed to and hence have an opportunity to see the ad. 
E)  The only way to accumulate reach is by using the same media vehicle continuously. D

Question 2

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)  advertising impression 
B)  exposure value 
C)  continuity 
D)  effective reach 
E)  effective frequency 
A)  advertising impression 
B)  exposure value 
C)  continuity 
D)  effective reach 
E)  effective frequency E

Question 3

Major advertisers can ensure a big audience by simply advertising on TV.

Accepted Answer

A) True 
 B)False  False

Question 4

Which of the following is true of media planning?

Accepted Answer

A)  Entry-level media positions are among the highest-paid jobs in the business. 
B)  Separating the strategic planning and media planning groups into two departments increases the effectiveness of a campaign. 
C)  The media planner's assignment is just as critical as the creative director's work. 
D)  Historically, the people in the creative and account service departments have enjoyed relative anonymity compared to the people who plan and buy media. 
E)  Marketers want advertising agencies to focus exclusively on increasing efficiency. 
A)  Entry-level media positions are among the highest-paid jobs in the business. 
B)  Separating the strategic planning and media planning groups into two departments increases the effectiveness of a campaign. 
C)  The media planner's assignment is just as critical as the creative director's work. 
D)  Historically, the people in the creative and account service departments have enjoyed relative anonymity compared to the people who plan and buy media. 
E)  Marketers want advertising agencies to focus exclusively on increasing efficiency.

Question 5

An _____ refers to a possible exposure of the advertising message to one audience member.

Accepted Answer

A)  advertising response curve 
B)  effective frequency 
C)  advertising impression 
D)  effective reach 
E)  exposure value 
A)  advertising response curve 
B)  effective frequency 
C)  advertising impression 
D)  effective reach 
E)  exposure value

Question 6

In terms of the scope of the media plan,if a store serves only one town,or if a city has been chosen to test market a new product,then the advertiser will use a _____ plan.

Accepted Answer

A)  regional 
B)  national 
C)  local 
D)  international 
E)  global 
A)  regional 
B)  national 
C)  local 
D)  international 
E)  global

Question 7

Which of the following can be expressed in two ways: gross impressions and gross rating points?

Accepted Answer

A)  Circulation 
B)  Readers per copy 
C)  Distribution objectives 
D)  Audience objectives 
E)  Message weight 
A)  Circulation 
B)  Readers per copy 
C)  Distribution objectives 
D)  Audience objectives 
E)  Message weight

Question 8

As an element of the media mix,_____ includes all communications vehicles available to a marketer that includes radio,TV,newspapers,magazines,outdoor,online and direct mail,plus sales promotion,direct marketing,public relations activities and publicity,special events,brochures,and even shopping bags.

Accepted Answer

A)  methodology 
B)  market 
C)  media 
D)  mechanics 
E)  money 
A)  methodology 
B)  market 
C)  media 
D)  mechanics 
E)  money

Question 9

The good media specialist today is actually a real advertising generalist.

Accepted Answer

A) True 
 B)False

Question 10

Communications objectives are stated in terms of reinforcing or modifying customer purchasing behavior or creating a perceptual change about the brand over time.

Accepted Answer

A) True 
 B)False

Question 11

The _____ defines the market need and the company's sales objectives and details strategies for attaining those objectives.

Accepted Answer

A)  mission statement 
B)  top-down marketing plan 
C)  marketing tactic 
D)  product concept 
E)  creative mix 
A)  mission statement 
B)  top-down marketing plan 
C)  marketing tactic 
D)  product concept 
E)  creative mix

Question 12

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

Accepted Answer

A)  exposure 
B)  message weight 
C)  opportunity to see 
D)  exposure value 
E)  rating 
A)  exposure 
B)  message weight 
C)  opportunity to see 
D)  exposure value 
E)  rating

Question 13

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)  psychographics 
C)  intensive distribution 
D)  personal communication 
E)  direct marketing 
A)  media planning 
B)  psychographics 
C)  intensive distribution 
D)  personal communication 
E)  direct marketing

Question 14

In the _____ method for scheduling media,the advertiser maintains a low level of advertising all year but periodically increases the intensity during peak selling periods.

Accepted Answer

A)  bursting 
B)  pulsing 
C)  continuous 
D)  flighting 
E)  roadblocking 
A)  bursting 
B)  pulsing 
C)  continuous 
D)  flighting 
E)  roadblocking

Question 15

Familiarity with the advertiser's campaign always affects motivation significantly but attention very little.

Accepted Answer

A) True 
 B)False

Question 16

For print media,_____ refers to the number of subscribers.

Accepted Answer

A)  effective reach 
B)  circulation 
C)  advertising impression 
D)  distribution objective 
E)  exposure value 
A)  effective reach 
B)  circulation 
C)  advertising impression 
D)  distribution objective 
E)  exposure value

Question 17

Which of the following is true of the target audience of a product?

Accepted Answer

A)  A product's target audience is the same as its target market. 
B)  Planners largely rely on primary data to determine consumer target audience. 
C)  A product's target audience is considerably larger than its target market. 
D)  Media planners typically use geodemographic classifications to define their target audiences. 
E)  The target audience of a product does not include potential customers. 
A)  A product's target audience is the same as its target market. 
B)  Planners largely rely on primary data to determine consumer target audience. 
C)  A product's target audience is considerably larger than its target market. 
D)  Media planners typically use geodemographic classifications to define their target audiences. 
E)  The target audience of a product does not include potential customers.

Question 18

Briefly describe the influence of increasing competition on media planning.

Accepted Answer

An element making media planning more ch

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

List the three principal media scheduling tactics used by media planners.

Accepted Answer

To build continuity in a campa

Which of the following statements about reach is true?

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.

Major advertisers can ensure a big audience by simply advertising on TV.

Which of the following is true of media planning?

An _____ refers to a possible exposure of the advertising message to one audience member.

In terms of the scope of the media plan,if a store serves only one town,or if a city has been chosen to test market a new product,then the advertiser will use a _____ plan.

Which of the following can be expressed in two ways: gross impressions and gross rating points?

The good media specialist today is actually a real advertising generalist.

Communications objectives are stated in terms of reinforcing or modifying customer purchasing behavior or creating a perceptual change about the brand over time.

The _____ defines the market need and the company's sales objectives and details strategies for attaining those objectives.

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

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.

In the _____ method for scheduling media,the advertiser maintains a low level of advertising all year but periodically increases the intensity during peak selling periods.

Familiarity with the advertiser's campaign always affects motivation significantly but attention very little.

For print media,_____ refers to the number of subscribers.

Which of the following is true of the target audience of a product?

Briefly describe the influence of increasing competition on media planning.

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

List the three principal media scheduling tactics used by media planners.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters

Exam 9: Planning Media Strategy

Which of the following statements about reach is true?

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.

Major advertisers can ensure a big audience by simply advertising on TV.

Which of the following is true of media planning?

An _____ refers to a possible exposure of the advertising message to one audience member.

In terms of the scope of the media plan,if a store serves only one town,or if a city has been chosen to test market a new product,then the advertiser will use a _____ plan.

Which of the following can be expressed in two ways: gross impressions and gross rating points?

The good media specialist today is actually a real advertising generalist.

Communications objectives are stated in terms of reinforcing or modifying customer purchasing behavior or creating a perceptual change about the brand over time.

The _____ defines the market need and the company's sales objectives and details strategies for attaining those objectives.

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

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.

In the _____ method for scheduling media,the advertiser maintains a low level of advertising all year but periodically increases the intensity during peak selling periods.

Familiarity with the advertiser's campaign always affects motivation significantly but attention very little.

For print media,_____ refers to the number of subscribers.

Which of the following is true of the target audience of a product?

Briefly describe the influence of increasing competition on media planning.

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

List the three principal media scheduling tactics used by media planners.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters