Question 1

The need for product demonstration or use of a simple versus complex message approach is something examined in which phase of the media plan?

Accepted Answer

A) media strategy 
B) media scheduling 
C) marketing analysis 
D) justification 
E) promotional strategy 
A) media strategy 
B) media scheduling 
C) marketing analysis 
D) justification 
E) promotional strategy

Question 2

Recently, the major track in advertising research has focused on:

Accepted Answer

A) identifying influential youthful consumers. 
B) identifying the exact product benefits the consumer expects. 
C) identifying ways the consumer interacts with media and advertising messages. 
D) identifying the media's contribution to the advertising message as well as the message. 
E) identifying the prime target markets for a brand. 
A) identifying influential youthful consumers. 
B) identifying the exact product benefits the consumer expects. 
C) identifying ways the consumer interacts with media and advertising messages. 
D) identifying the media's contribution to the advertising message as well as the message. 
E) identifying the prime target markets for a brand.

Question 3

The summary phase of a media plan focuses on justification that includes:

Accepted Answer

A) measuring results against ad goals. 
B) measuring budgetary objectives against placements. 
C) measuring national demographics against your target audience. 
D) measuring the value of a good product demonstration. 
E) measuring the significance. 
A) measuring results against ad goals. 
B) measuring budgetary objectives against placements. 
C) measuring national demographics against your target audience. 
D) measuring the value of a good product demonstration. 
E) measuring the significance.

Question 4

Media planners are becoming more interested in the value of various media and the engagement those media provide. As a result, art directors, copywriters, and media planners are engaging in the media selection process at the strategic level rather than simply seeing their role as executing someone else's advertising plan.

Accepted Answer

A) True 
 B)False

Question 5

Historically, in the advertising process, which came first?

Accepted Answer

A) creative execution 
B) the concept 
C) media placement 
D) broad marketing and advertising strategies 
E) qualitative assessment 
A) creative execution 
B) the concept 
C) media placement 
D) broad marketing and advertising strategies 
E) qualitative assessment

Question 6

Research data available can precisely predict the awareness levels required to achieve any particular flighting strategy.

Accepted Answer

A) True 
 B)False

Question 7

Assessing product awareness goals and allocating funds to elements in the marketing communication mix is done in which phase of the media plan?

Accepted Answer

A) marketing strategy 
B) justification 
C) media scheduling 
D) advertising analysis 
E) marketing analysis 
A) marketing strategy 
B) justification 
C) media scheduling 
D) advertising analysis 
E) marketing analysis

Question 8

Choosing and funding advertising media options will be even more challenging because:

Accepted Answer

A) with more money, there are more choices. 
B) growth of media sources is outpacing growth of advertising budgets. 
C) with less money, there are fewer choices. 
D) too much money leads to inappropriate choices. 
E) convergence of media will reduce choices. 
A) with more money, there are more choices. 
B) growth of media sources is outpacing growth of advertising budgets. 
C) with less money, there are fewer choices. 
D) too much money leads to inappropriate choices. 
E) convergence of media will reduce choices.

Question 9

Interactivity is tied to technology that will allow consumers to bypass traditional media and marketing channels.

Accepted Answer

A) True 
 B)False

Question 10

Examples of ________ are WebTV (TV as a computer link)and online selling that combines catalog merchandise, TV-like product demonstrations, and the ability to buy on the spot.

Accepted Answer

The answer of Examples of ________ are WebTV (TV as...

Question 11

Under the justification and summary aspects of the media plan, you would expect to:

Accepted Answer

A) match vehicles with target audience media preferences. 
B) set product awareness goals. 
C) be prepared to make media schedule adjustments. 
D) establish pricing strategy. 
E) describe the commission fee split. 
A) match vehicles with target audience media preferences. 
B) set product awareness goals. 
C) be prepared to make media schedule adjustments. 
D) establish pricing strategy. 
E) describe the commission fee split.

Question 12

________ is the number of times each person in an audience is exposed to media in a schedule.

Accepted Answer

The answer of ________ is the number of times each...

Question 13

Unbundling has given media executives a primary position in the:

Accepted Answer

A) budgeting process. 
B) advertising planning. 
C) IMC process. 
D) creative function. 
E) choice of advertising tactics. 
A) budgeting process. 
B) advertising planning. 
C) IMC process. 
D) creative function. 
E) choice of advertising tactics.

Question 14

A media research department today could do all of the following functions EXCEPT:

Accepted Answer

A) coordinating primary research data and analysis. 
B) gauging and anticipating media trends. 
C) supporting media planners. 
D) estimating audiences for new magazines or TV programs. 
E) determining the types of media that prefer receiving news releases rather than advertisements. 
A) coordinating primary research data and analysis. 
B) gauging and anticipating media trends. 
C) supporting media planners. 
D) estimating audiences for new magazines or TV programs. 
E) determining the types of media that prefer receiving news releases rather than advertisements.

Question 15

An advertising scheduling technique characterized by alternate periods of activity and inactivity is called ________.

Accepted Answer

The answer of An advertising scheduling technique characterized by alternate...

Question 16

Steady increases in the number of media and promotional options plus unprecedented segmenting of audiences have created both excitement and uncertainty for advertisers and media executives.

Accepted Answer

A) True 
 B)False

Question 17

In a CPM approach to comparing what one media vehicle may deliver over another vehicle, we can substitute the number of subscribers or viewers in one demographic category for total circulation to arrive at a more accurate picture of the cost to reach a specific target market.

Accepted Answer

A) True 
 B)False

Question 18

The determination to emphasize reach versus frequency in the communication strategy has little if any influence on media tactics or the budget.

Accepted Answer

A) True 
 B)False

Question 19

The two main areas of disagreement in terms of unbundling are where the media planning should take place and the degree of coordination between creative and media strategy.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following characteristics applies to geography?

Accepted Answer

A) one of the newest factors in buying media 
B) similar buying habits as shown by demographics 
C) one of the oldest factors in buying media 
D) Boundaries are much larger than in previous years. 
E) will be replaced by RFID and fiber optics 
A) one of the newest factors in buying media 
B) similar buying habits as shown by demographics 
C) one of the oldest factors in buying media 
D) Boundaries are much larger than in previous years. 
E) will be replaced by RFID and fiber optics

Exam 7: Media Strategy

The need for product demonstration or use of a simple versus complex message approach is something examined in which phase of the media plan?

Recently, the major track in advertising research has focused on:

The summary phase of a media plan focuses on justification that includes:

Historically, in the advertising process, which came first?

Research data available can precisely predict the awareness levels required to achieve any particular flighting strategy.

Assessing product awareness goals and allocating funds to elements in the marketing communication mix is done in which phase of the media plan?

Choosing and funding advertising media options will be even more challenging because:

Interactivity is tied to technology that will allow consumers to bypass traditional media and marketing channels.

Examples of ________ are WebTV (TV as a computer link)and online selling that combines catalog merchandise, TV-like product demonstrations, and the ability to buy on the spot.

Under the justification and summary aspects of the media plan, you would expect to:

________ is the number of times each person in an audience is exposed to media in a schedule.

Unbundling has given media executives a primary position in the:

A media research department today could do all of the following functions EXCEPT:

An advertising scheduling technique characterized by alternate periods of activity and inactivity is called ________.

Steady increases in the number of media and promotional options plus unprecedented segmenting of audiences have created both excitement and uncertainty for advertisers and media executives.

In a CPM approach to comparing what one media vehicle may deliver over another vehicle, we can substitute the number of subscribers or viewers in one demographic category for total circulation to arrive at a more accurate picture of the cost to reach a specific target market.

The determination to emphasize reach versus frequency in the communication strategy has little if any influence on media tactics or the budget.

The two main areas of disagreement in terms of unbundling are where the media planning should take place and the degree of coordination between creative and media strategy.

Which of the following characteristics applies to geography?

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters