Question 1

Planners typically make heavier advertising allocations in weak sales areas because these are the areas that promise the greatest growth.

Accepted Answer

A) True 
 B)False

Question 2

The idea behind the concept of effective frequency is that you add frequency to reach until you get to the level where people respond.

Accepted Answer

A) True 
 B)False

Question 3

Which concept refers to the repetition of message exposure?

Accepted Answer

A) reach 
B) frequency 
C) continuity 
D) impression 
E) carryover

Question 4

Monica is an advertising major and is interning at a major advertising agency. To start out, she will be working with a media planner. What other people will be involved in planning and executing the media function for their clients?

Accepted Answer

The answer of Monica is an advertising major and is...

Question 5

28th Avenue Wine & Spirits decided to start advertising its business, but it does not have a large budget to devote to it. However, the company's sales are seasonal, with the highest sales occurring between Thanksgiving and New Year's. If 28th Avenue Wine & Spirits would like to have a media presence all year round, which continuity schedule would you recommend to make the most of the budget?

Accepted Answer

A) continuous strategy 
B) pulsing strategy 
C) flighting strategy 
D) heavy-up strategy 
E) burst strategy

Question 6

Media planners examine client information, market research, competitive advertising expenditures, media kits, media coverage area, and consumer behavior reports before media decision-making begins.

Accepted Answer

A) True 
 B)False

Question 7

What type of schedule is used when proportionately more of the marketing budget is spent in special regions or DMAs?

Accepted Answer

A) continuous schedule 
B) flighting schedule 
C) heavy-up schedule 
D) pulsing schedule 
E) frequency schedule

Question 8

What is the first of the four basic steps in media planning?

Accepted Answer

A) developing a media strategy 
B) setting media objectives 
C) analyzing metrics 
D) identifying the target audience 
E) purchasing media

Question 9

Which of the following is a written document that summarizes the objectives and strategies that guide how media dollars will be spent?

Accepted Answer

A) corporate plan 
B) marketing plan 
C) advertising plan 
D) media plan 
E) message plan

Question 10

A television advertisement for life insurance uses the song "Time" by Alan Parson's Project and shows a family sharing tender moments together. The company also uses the same song in its radio ads in the hope that it will reinforce and re-create the message in the listener's mind. Which concept best describes this situation?

Accepted Answer

A) transformational advertising 
B) soft-sell advertising 
C) hard-sell advertising 
D) image transfer 
E) mental imagery

Question 11

Compare and contrast cost per thousand (CPM)and cost per point (CPP).

Accepted Answer

The answer of Compare and contrast cost per thousand (CPM)and...

Question 12

Media planners may strive to create ________ in a media plan, which means the various media work together to create coherent brand communication.

Accepted Answer

A) cross-media integration 
B) consumer interactivity 
C) footprints 
D) media complexities 
E) multichannel communication

Question 13

In terms of frequency, a general rule of thumb is that it takes more than 10 exposures for a message to sink in.

Accepted Answer

A) True 
 B)False

Question 14

The newspaper in Panama City, Florida, The News Herald, charges national advertisers $45.00 per column inch. On Sunday, which is the day most national advertisers would want to advertise, this newspaper has a circulation of 70,000 households. Calculate CPM for one column inch.

Accepted Answer

A) $0.64 
B) $1.12 
C) $6.40 
D) $11.30 
E) $1,800

Question 15

Compare and contrast continuous, pulsing, and flighting strategies.

Accepted Answer

The answer of Compare and contrast continuous, pulsing, and flighting...

Question 16

Which of the following refers to information such as demographic profiles of current customers, response to previous promotions, product sales and distribution patterns, and the budget of how much can be spent on media?

Accepted Answer

A) client information 
B) market research 
C) competitive advertising 
D) consumer information 
E) media information

Question 17

The number of people in the vehicle's audience who are neither customers nor prospects is called ________.

Accepted Answer

A) reach distribution 
B) carryover 
C) wasted reach 
D) average frequency 
E) aperture

Question 18

What two figures are needed to calculate CPM?

Accepted Answer

A) cost of an ad and program or issue rating 
B) cost of an ad and frequency of exposure 
C) average frequency and estimated target audience reached by media vehicle 
D) cost of an ad and estimated audience reached by media vehicle 
E) gross rating points and reach

Question 19

List the six functions of a media buyer.

Accepted Answer

The answer of List the six functions of a media...

Question 20

What concept refers to the amount of time allowed before the beginning of the sales period to reach people when they are just beginning to think about seasonal buying?

Accepted Answer

A) continuity 
B) lead time 
C) duration 
D) flow 
E) just-in-time

Exam 14: Media Planning and Buying

Planners typically make heavier advertising allocations in weak sales areas because these are the areas that promise the greatest growth.

The idea behind the concept of effective frequency is that you add frequency to reach until you get to the level where people respond.

Which concept refers to the repetition of message exposure?

Monica is an advertising major and is interning at a major advertising agency. To start out, she will be working with a media planner. What other people will be involved in planning and executing the media function for their clients?

Media planners examine client information, market research, competitive advertising expenditures, media kits, media coverage area, and consumer behavior reports before media decision-making begins.

What type of schedule is used when proportionately more of the marketing budget is spent in special regions or DMAs?

What is the first of the four basic steps in media planning?

Which of the following is a written document that summarizes the objectives and strategies that guide how media dollars will be spent?

Compare and contrast cost per thousand (CPM)and cost per point (CPP).

Media planners may strive to create ________ in a media plan, which means the various media work together to create coherent brand communication.

In terms of frequency, a general rule of thumb is that it takes more than 10 exposures for a message to sink in.

The newspaper in Panama City, Florida, The News Herald, charges national advertisers $45.00 per column inch. On Sunday, which is the day most national advertisers would want to advertise, this newspaper has a circulation of 70,000 households. Calculate CPM for one column inch.

Compare and contrast continuous, pulsing, and flighting strategies.

Which of the following refers to information such as demographic profiles of current customers, response to previous promotions, product sales and distribution patterns, and the budget of how much can be spent on media?

The number of people in the vehicle's audience who are neither customers nor prospects is called ________.

What two figures are needed to calculate CPM?

List the six functions of a media buyer.

What concept refers to the amount of time allowed before the beginning of the sales period to reach people when they are just beginning to think about seasonal buying?