Question 1

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

Accepted Answer

A)  advertising impression 
B)  opportunity to see 
C)  spillover media 
D)  exposure value 
E)  gross impression 
A)  advertising impression 
B)  opportunity to see 
C)  spillover media 
D)  exposure value 
E)  gross impression

Question 2

Advertisers calculate frequency as the:

Accepted Answer

A)  average number of times individuals or homes are exposed to a medium. 
B)  number of different people or households exposed to an advertising schedule during a given time. 
C)  predicted number of different people who will see an ad at least twice. 
D)  variety of media types that must be used to reach the target market objectives. 
E)  number of market segments that are targeted to attain total audience objectives. 
A)  average number of times individuals or homes are exposed to a medium. 
B)  number of different people or households exposed to an advertising schedule during a given time. 
C)  predicted number of different people who will see an ad at least twice. 
D)  variety of media types that must be used to reach the target market objectives. 
E)  number of market segments that are targeted to attain total audience objectives.

Question 3

Which of the following is an example of a nontraditional advertising medium?

Accepted Answer

A)  Television 
B)  Newspapers 
C)  DVD 
D)  Magazines 
E)  Radio 
A)  Television 
B)  Newspapers 
C)  DVD 
D)  Magazines 
E)  Radio

Question 4

Spillover media offer potential cost savings through regional campaigns.

Accepted Answer

A) True 
 B)False

Question 5

Specialization of audience interest or identification is a factor known to decrease attention value.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is an advantage of using the radio as a media vehicle?

Accepted Answer

A)  Combines sight, sound, and music 
B)  Highly personal 
C)  Ability to change message quickly 
D)  High quality graphics/reproduction 
E)  Many ad sizes available
According to Ad Lab 9-B, the advantages of using the radio as a media vehicle are:
(a) intimacy
(b) loyal following
(c) ability to change message quickly 
A)  Combines sight, sound, and music 
B)  Highly personal 
C)  Ability to change message quickly 
D)  High quality graphics/reproduction 
E)  Many ad sizes available
According to Ad Lab 9-B, the advantages of using the radio as a media vehicle are:
(a) intimacy
(b) loyal following
(c) ability to change message quickly

Question 7

Media planning decisions may require hard scientific research and detailed mathematical analysis,aided by sophisticated software programs.

Accepted Answer

A) True 
 B)False

Question 8

List the two methods an advertiser may use to accumulate reach.

Accepted Answer

An advertiser may accumulate r

Question 9

In terms of distribution objectives,briefly describe reach.

Accepted Answer

The term "reach" refers to the total num

Question 10

_____ refers to the total number of unique (or different)people or households exposed,at least once,to a medium during a given period of time,usually four weeks.

Accepted Answer

A)  Circulation 
B)  Exposure value 
C)  Reach 
D)  Message weight 
E)  Frequency 
A)  Circulation 
B)  Exposure value 
C)  Reach 
D)  Message weight 
E)  Frequency

Question 11

_____ measures the intensity of a media schedule,based on repeated exposures to the medium or the program.

Accepted Answer

A)  Exposure value 
B)  Attention value 
C)  Reach 
D)  Opportunity to see 
E)  Frequency 
A)  Exposure value 
B)  Attention value 
C)  Reach 
D)  Opportunity to see 
E)  Frequency

Question 12

_____ translate(s)the advertising strategy into goals that media can accomplish.They have two major components: audience objectives and message-distribution objectives.

Accepted Answer

A)  Situation analysis 
B)  Empirical research 
C)  SWOT analysis 
D)  Advertising impressions 
E)  Media objectives 
A)  Situation analysis 
B)  Empirical research 
C)  SWOT analysis 
D)  Advertising impressions 
E)  Media objectives

Question 13

_____,a method for scheduling media,refers to buying air time on all networks simultaneously.

Accepted Answer

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

Question 14

The _____ indicates the sales potential of a particular brand in a specific market area.

Accepted Answer

A)  category development index 
B)  brand domain 
C)  effective reach 
D)  brand equity 
E)  brand development index 
A)  category development index 
B)  brand domain 
C)  effective reach 
D)  brand equity 
E)  brand development index

Question 15

Advertisers use the _____ media scheduling pattern for products consumers purchase regularly.

Accepted Answer

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

Question 16

_____ often employ(s)communications vehicles outside traditional media planning,such as public relations activities,sales promotion,and direct marketing.

Accepted Answer

A)  Value-added packages 
B)  Spillover media 
C)  Television households 
D)  Mixed-media approaches 
E)  Media scheduling 
A)  Value-added packages 
B)  Spillover media 
C)  Television households 
D)  Mixed-media approaches 
E)  Media scheduling

Question 17

In terms of media objectives,_____ define where,when,and how often advertising should appear.

Accepted Answer

A)  audience objectives 
B)  media vehicles 
C)  advertising impressions 
D)  distribution objectives 
E)  exposure values 
A)  audience objectives 
B)  media vehicles 
C)  advertising impressions 
D)  distribution objectives 
E)  exposure values

Question 18

Most studies of the advertising response curve indicate that incremental response to advertising builds with repeated exposures.

Accepted Answer

A) True 
 B)False

Question 19

Briefly describe audience objectives.

Accepted Answer

Audience objectives define the specific

Question 20

Which of the following is the purpose of an advertising plan?

Accepted Answer

A)  To determine what to communicate through ads 
B)  To plan activities that will solve one or more of the marketing problems 
C)  To translate marketing and advertising objectives and strategies into goals that media can accomplish 
D)  To translate media goals into general guidelines that will control the planner's selection and use of media 
E)  To determine which broad class of media best fulfills the predetermined criteria
According to Exhibit 9-2, the purpose of an advertising plan is to determine what to communicate through ads. It includes the determination of:
(a) how product can meet consumer needs
(b) how product will be positioned in ads
(c) copy themes
(d) specific objectives of each ad 
A)  To determine what to communicate through ads 
B)  To plan activities that will solve one or more of the marketing problems 
C)  To translate marketing and advertising objectives and strategies into goals that media can accomplish 
D)  To translate media goals into general guidelines that will control the planner's selection and use of media 
E)  To determine which broad class of media best fulfills the predetermined criteria
According to Exhibit 9-2, the purpose of an advertising plan is to determine what to communicate through ads. It includes the determination of:
(a) how product can meet consumer needs
(b) how product will be positioned in ads
(c) copy themes
(d) specific objectives of each ad

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

Advertisers calculate frequency as the:

Which of the following is an example of a nontraditional advertising medium?

Spillover media offer potential cost savings through regional campaigns.

Specialization of audience interest or identification is a factor known to decrease attention value.

Which of the following is an advantage of using the radio as a media vehicle?

Media planning decisions may require hard scientific research and detailed mathematical analysis,aided by sophisticated software programs.

List the two methods an advertiser may use to accumulate reach.

In terms of distribution objectives,briefly describe reach.

_____ refers to the total number of unique (or different)people or households exposed,at least once,to a medium during a given period of time,usually four weeks.

_____ measures the intensity of a media schedule,based on repeated exposures to the medium or the program.

_____ translate(s)the advertising strategy into goals that media can accomplish.They have two major components: audience objectives and message-distribution objectives.

_____,a method for scheduling media,refers to buying air time on all networks simultaneously.

The _____ indicates the sales potential of a particular brand in a specific market area.

Advertisers use the _____ media scheduling pattern for products consumers purchase regularly.

_____ often employ(s)communications vehicles outside traditional media planning,such as public relations activities,sales promotion,and direct marketing.

In terms of media objectives,_____ define where,when,and how often advertising should appear.

Most studies of the advertising response curve indicate that incremental response to advertising builds with repeated exposures.

Briefly describe audience objectives.

Which of the following is the purpose of an advertising plan?

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

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

Advertisers calculate frequency as the:

Which of the following is an example of a nontraditional advertising medium?

Spillover media offer potential cost savings through regional campaigns.

Specialization of audience interest or identification is a factor known to decrease attention value.

Which of the following is an advantage of using the radio as a media vehicle?

Media planning decisions may require hard scientific research and detailed mathematical analysis,aided by sophisticated software programs.

List the two methods an advertiser may use to accumulate reach.

In terms of distribution objectives,briefly describe reach.

_____ refers to the total number of unique (or different)people or households exposed,at least once,to a medium during a given period of time,usually four weeks.

_____ measures the intensity of a media schedule,based on repeated exposures to the medium or the program.

_____ translate(s)the advertising strategy into goals that media can accomplish.They have two major components: audience objectives and message-distribution objectives.

_____,a method for scheduling media,refers to buying air time on all networks simultaneously.

The _____ indicates the sales potential of a particular brand in a specific market area.

Advertisers use the _____ media scheduling pattern for products consumers purchase regularly.

_____ often employ(s)communications vehicles outside traditional media planning,such as public relations activities,sales promotion,and direct marketing.

In terms of media objectives,_____ define where,when,and how often advertising should appear.

Most studies of the advertising response curve indicate that incremental response to advertising builds with repeated exposures.

Briefly describe audience objectives.

Which of the following is the purpose of an advertising plan?

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