Exam 7: Media Strategy

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In a typical media plan, the first section is:

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Until recently, with respect to media cost efficiency, an advertiser would concentrate on:

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Buying the medium that reaches the most prospects first and then working down to media that reach the smallest portion of the audience is called the ________ strategy.

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Erwin Ephron defined this as the "handoff of attentive consumers from media content to advertising."

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Unbundling refers to the establishment of agency media departments as dependent units of a full-service agency.

(True/False)
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Media convergence will reduce promotional opportunities for advertisers.

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In the global economy, an agency must not only execute creative functions well, but it must also execute the media function equally as well.

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________, or coverage, it is one of the four primary elements that a media planner considers in developing the final media schedule.

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Claritas Corporation developed an innovative method of segmenting markets on a multivariable basis called:

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Assuming you're the media planner, which of the following would be part of the creative predispositions you'd consider?

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Until the late 1990s, reputations of most advertising agencies were established on their creative expertise rather than on their total performance, including delivery of various ancillary support functions.

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Of the four primary elements that a media planner deals with to develop a final media plan, the one that focuses on the length of time that a campaign will run, is:

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During the era when mass circulation magazines and network TV were dominant, the most common measure of efficiency was determined by using:

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Which of the following is NOT considered a trend that challenges media planners to adapt and reassess their planning and buying activities?

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Which of the following would NOT execute the media function today?

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Experienced media buyers and planners forget their personal biases and become the client's prime prospects, which means determining:

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One of the key questions that might be considered in weighting the CPM is:

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In the media scheduling phase of a media plan, you should expect to make appropriate budget allocations for each medium you intend to use.

(True/False)
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When media planners develop their strategy and tactics, so-called new media vehicles have forced them to go beyond just considering:

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The formula for comparing costs among media with different circulation considers:

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