Exam 7: Media Strategy
Exam 1: Background of Todays Advertising84 Questions
Exam 2: Roles of Advertising95 Questions
Exam 3: Brand Planning and the Advertising Spiral80 Questions
Exam 4: Target Marketing90 Questions
Exam 5: The Advertising Agency, Media Services, and Other Services91 Questions
Exam 6: The Advertisers Marketingadvertising Operation93 Questions
Exam 7: Media Strategy91 Questions
Exam 8: Using Television88 Questions
Exam 9: Using Radio84 Questions
Exam 10: Using Newspapers85 Questions
Exam 11: Using Magazines85 Questions
Exam 12: Out-Of-Home Advertising85 Questions
Exam 13: Digital and Direct-Response Advertising84 Questions
Exam 14: Sales Promotion86 Questions
Exam 15: Research in Advertising86 Questions
Exam 16: Creating the Message85 Questions
Exam 17: The Total Concept: Words and Visuals85 Questions
Exam 18: Print Production85 Questions
Exam 19: Video and the Commercial84 Questions
Exam 20: The Radio Commercial84 Questions
Exam 21: Trademarks and Packaging85 Questions
Exam 22: The Complete Campaign87 Questions
Exam 23: International Advertising85 Questions
Exam 24: Economic, Social, and Legal Effects of Advertising86 Questions
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Until recently, with respect to media cost efficiency, an advertiser would concentrate on:
(Multiple Choice)
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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.
(Essay)
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Erwin Ephron defined this as the "handoff of attentive consumers from media content to advertising."
(Multiple Choice)
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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.
(True/False)
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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.
(True/False)
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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.
(Essay)
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Claritas Corporation developed an innovative method of segmenting markets on a multivariable basis called:
(Multiple Choice)
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Assuming you're the media planner, which of the following would be part of the creative predispositions you'd consider?
(Multiple Choice)
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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.
(True/False)
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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:
(Multiple Choice)
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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:
(Multiple Choice)
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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?
(Multiple Choice)
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Which of the following would NOT execute the media function today?
(Multiple Choice)
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Experienced media buyers and planners forget their personal biases and become the client's prime prospects, which means determining:
(Multiple Choice)
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One of the key questions that might be considered in weighting the CPM is:
(Multiple Choice)
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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:
(Multiple Choice)
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The formula for comparing costs among media with different circulation considers:
(Multiple Choice)
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