Question 1

Which of the following is an example of media convergence?

Accepted Answer

A) Phillip Morris becomes Altria. 
B) Microsoft cooperates with NBC to create MSNBC. 
C) ABC presents Who Wants to Be a Millionaire? 
D) Bank America buys HSBC Bank. 
E) Ford purchases Chrysler. 
A) Phillip Morris becomes Altria. 
B) Microsoft cooperates with NBC to create MSNBC. 
C) ABC presents Who Wants to Be a Millionaire? 
D) Bank America buys HSBC Bank. 
E) Ford purchases Chrysler.

Question 2

Initiated in 1960, ________ broke out the media function as a separate business, and it has become an important trend in the last decade.

Accepted Answer

The answer of Initiated in 1960, ________ broke out the...

Question 3

Although there are several factors critical to the overall success of an advertising campaign, the most critical is:

Accepted Answer

A) level of creativity in the copy. 
B) precise identification of media. 
C) proper identification of the prime target market(s)for the brand. 
D) determination of the role of particular media. 
E) precise budgeting approaches. 
A) level of creativity in the copy. 
B) precise identification of media. 
C) proper identification of the prime target market(s)for the brand. 
D) determination of the role of particular media. 
E) precise budgeting approaches.

Question 4

In the era of interactivity, the need for attention-getting creative techniques and interest-building advertising formats will be:

Accepted Answer

A) critical to the firm's success. 
B) increasing gradually over the next fifteen years. 
C) greatly diminished. 
D) modified to meet the individual consumer's needs. 
E) converted to digitized media. 
A) critical to the firm's success. 
B) increasing gradually over the next fifteen years. 
C) greatly diminished. 
D) modified to meet the individual consumer's needs. 
E) converted to digitized media.

Question 5

Today, media planners must be creative in ways they use media vehicles, looking less at the distribution system and more at the audiences and communication effectiveness.

Accepted Answer

A) True 
 B)False

Question 6

According to ZenithOptimedia, advertising expenditures for 2008 in measured and unmeasured media were closest to:

Accepted Answer

A) $156 billion. 
B) $206 billion. 
C) $2566 billion. 
D) $306 trillion. 
E) $396 billion. 
A) $156 billion. 
B) $206 billion. 
C) $2566 billion. 
D) $306 trillion. 
E) $396 billion.

Question 7

By combining various media, a cell phone company could take advantage of which of the following effects, having greater communication impact on its audience than just from the sum of each vehicle chosen?

Accepted Answer

A) synergistic effect 
B) qualitative effect 
C) dispositional effect 
D) creative effect 
E) digitations effect 
A) synergistic effect 
B) qualitative effect 
C) dispositional effect 
D) creative effect 
E) digitations effect

Question 8

The media ________ is responsible for supervising all areas of the advertising campaign as it relates to the use of media.

Accepted Answer

The answer of The media ________ is responsible for supervising...

Question 9

Media planners have added the role of marketing specialist to their other duties.

Accepted Answer

A) True 
 B)False

Question 10

In a media environment characterized by convergence and creativity, one of the common approaches to the media function in recent years is known as:

Accepted Answer

A) pulling. 
B) unbundling. 
C) bundling. 
D) optimizing. 
E) kindling. 
A) pulling. 
B) unbundling. 
C) bundling. 
D) optimizing. 
E) kindling.

Question 11

Assume you want to place an ad in XYZ Magazine, which has a circulation of 4.6 million, and the price for a four-color page is $223,410, then its CPM would be:

Accepted Answer

A) $49.26. 
B) $47.85. 
C) $45.78. 
D) $48.57. 
E) $46.25. 
A) $49.26. 
B) $47.85. 
C) $45.78. 
D) $48.57. 
E) $46.25.

Question 12

When businesses can link their advertising to specific sales of their brand, they have:

Accepted Answer

A) media branding. 
B) media accountability. 
C) media optimization. 
D) media positioning. 
E) media linkage. 
A) media branding. 
B) media accountability. 
C) media optimization. 
D) media positioning. 
E) media linkage.

Question 13

Prospects in different sectors of the nation display different attitudes and opinions about various product categories.

Accepted Answer

A) True 
 B)False

Question 14

Traditionally, media planners for national advertisers looked upon which two building blocks as the dominant media?

Accepted Answer

A) magazines and TV 
B) newspapers and radio 
C) radio and TV 
D) newspapers and TV 
E) cable and Internet 
A) magazines and TV 
B) newspapers and radio 
C) radio and TV 
D) newspapers and TV 
E) cable and Internet

Question 15

Research has shown networks have distinctive brand identities that appeal to specific demographic and buyer categories, but that high brand identification doesn't always translate into short-term viewership.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is among the reasons media planners view the budget with more and more frustration?

Accepted Answer

A) It is reviewed too often during a fiscal year. 
B) Audience is continually moving more toward flipping through spots on TV. 
C) Readers actually tear out advertisements without even scanning them. 
D) spiraling costs of media 
E) Management continually changes its target market focus. 
A) It is reviewed too often during a fiscal year. 
B) Audience is continually moving more toward flipping through spots on TV. 
C) Readers actually tear out advertisements without even scanning them. 
D) spiraling costs of media 
E) Management continually changes its target market focus.

Question 17

Media core values interact with creative messages to diminish or enhance the advertising.

Accepted Answer

A) True 
 B)False

Question 18

A schedule for purchase of space in Sports Illustrated magazine would NOT address which of the following questions?

Accepted Answer

A) Will it be printed using satellite technology? 
B) Go with black-and-white copy? 
C) Use four-color advertisements? 
D) Which weekly editions do we choose? 
E) Go with the national or selected geographical editions? 
A) Will it be printed using satellite technology? 
B) Go with black-and-white copy? 
C) Use four-color advertisements? 
D) Which weekly editions do we choose? 
E) Go with the national or selected geographical editions?

Question 19

Which of the following pertain to flighting?

Accepted Answer

A) Advertisers have less postage costs to consider. 
B) Advertisers achieve same brand awareness with less cost than having a steady schedule. 
C) Advertising perception increases as the number of placements rise. 
D) Consumers awareness of the brand soars as the schedule increases. 
E) Consumers awareness of the brand diminishes when the schedule is reduced. 
A) Advertisers have less postage costs to consider. 
B) Advertisers achieve same brand awareness with less cost than having a steady schedule. 
C) Advertising perception increases as the number of placements rise. 
D) Consumers awareness of the brand soars as the schedule increases. 
E) Consumers awareness of the brand diminishes when the schedule is reduced.

Question 20

Which of the following is NOT a category under the audience segmentation approach developed by Claritas?

Accepted Answer

A) Midtown Mix 
B) Landed Gentry 
C) Micro-City Blues 
D) Current College 
E) Second City Society 
A) Midtown Mix 
B) Landed Gentry 
C) Micro-City Blues 
D) Current College 
E) Second City Society

Exam 7: Media Strategy

Which of the following is an example of media convergence?

Initiated in 1960, ________ broke out the media function as a separate business, and it has become an important trend in the last decade.

Although there are several factors critical to the overall success of an advertising campaign, the most critical is:

In the era of interactivity, the need for attention-getting creative techniques and interest-building advertising formats will be:

Today, media planners must be creative in ways they use media vehicles, looking less at the distribution system and more at the audiences and communication effectiveness.

According to ZenithOptimedia, advertising expenditures for 2008 in measured and unmeasured media were closest to:

By combining various media, a cell phone company could take advantage of which of the following effects, having greater communication impact on its audience than just from the sum of each vehicle chosen?

The media ________ is responsible for supervising all areas of the advertising campaign as it relates to the use of media.

Media planners have added the role of marketing specialist to their other duties.

In a media environment characterized by convergence and creativity, one of the common approaches to the media function in recent years is known as:

Assume you want to place an ad in XYZ Magazine, which has a circulation of 4.6 million, and the price for a four-color page is $223,410, then its CPM would be:

When businesses can link their advertising to specific sales of their brand, they have:

Prospects in different sectors of the nation display different attitudes and opinions about various product categories.

Traditionally, media planners for national advertisers looked upon which two building blocks as the dominant media?

Research has shown networks have distinctive brand identities that appeal to specific demographic and buyer categories, but that high brand identification doesn't always translate into short-term viewership.

Which of the following is among the reasons media planners view the budget with more and more frustration?

Media core values interact with creative messages to diminish or enhance the advertising.

A schedule for purchase of space in Sports Illustrated magazine would NOT address which of the following questions?

Which of the following pertain to flighting?

Which of the following is NOT a category under the audience segmentation approach developed by Claritas?

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