Question 1

Capital expenses such as spending on media and spending through ad agencies are considered what type of support:

Accepted Answer

A) Above the Line (ABL) 
B) Below the Line (BTL) 
C) Through the Line (TTL) 
D) In the Line (ITL) 
E) None of the above 
A) Above the Line (ABL) 
B) Below the Line (BTL) 
C) Through the Line (TTL) 
D) In the Line (ITL) 
E) None of the above

Question 2

The evoluation of media planning has taken many brands from a ___________ strategy to a ___________ strategy.

Accepted Answer

A) Omni Channel / Multi Media 
B) Multi Media / Omni Channel 
C) Multi Media / Multi Channel 
D) Multi Channel / Multi Media 
E) None of the above 
A) Omni Channel / Multi Media 
B) Multi Media / Omni Channel 
C) Multi Media / Multi Channel 
D) Multi Channel / Multi Media 
E) None of the above

Question 3

The process of analyzing media placement and strategies used by the competition is known as:

Accepted Answer

A) Share of voice analysis 
B) Share of market analysis 
C) Competitive media expenditure analysis 
D) Competitive share of advertising analysis 
E) None of the above 
A) Share of voice analysis 
B) Share of market analysis 
C) Competitive media expenditure analysis 
D) Competitive share of advertising analysis 
E) None of the above

Question 4

When it comes to new brand introductions the industry practice is to project ad spending based on _________ year market predictions.

Accepted Answer

A) First 
B) Second 
C) Third 
D) Fourth 
E) None of the above 
A) First 
B) Second 
C) Third 
D) Fourth 
E) None of the above

Question 5

Media planners must have a variety of skills and are often thought of as all of the following EXCEPT:

Accepted Answer

A) Part marketers 
B) Part behavior scientists 
C) Part visual artists 
D) Part negotiators 
E) Part researchers 
A) Part marketers 
B) Part behavior scientists 
C) Part visual artists 
D) Part negotiators 
E) Part researchers

Question 6

There are three basic ways to view timing relative to the consumer's purchase of the brand, including all of the following EXCEPT:

Accepted Answer

A) Pre-need 
B) During-need 
C) At-need 
D) Post-need 
E) All of the above are correct 
A) Pre-need 
B) During-need 
C) At-need 
D) Post-need 
E) All of the above are correct

Question 7

When you have distribution in at least ________ or more of the national markets, buying media at the local level rarely makes sense.

Accepted Answer

A) 25% or 1/4 
B) 33% or 1/3 
C) 50% or 1/2 
D) 66% or 2/3 
E) None of the above 
A) 25% or 1/4 
B) 33% or 1/3 
C) 50% or 1/2 
D) 66% or 2/3 
E) None of the above

Question 8

Media costs tend to be the most expensive during which quarter of the year?

Accepted Answer

A) First quarter 
B) Second quarter 
C) Third quarter 
D) Fourth quarter 
E) Prices are equal across all four quarters 
A) First quarter 
B) Second quarter 
C) Third quarter 
D) Fourth quarter 
E) Prices are equal across all four quarters

Question 9

All of the following were mentioned as creative neccesities EXCEPT:

Accepted Answer

A) Coupon integration 
B) Motion 
C) Demonstration 
D) Budget 
E) Visuals 
A) Coupon integration 
B) Motion 
C) Demonstration 
D) Budget 
E) Visuals

Question 10

S. C. Johnson & Son, the manufacturer of Raid Bug Spray, relies on advertising to promote cockroach killer in Houston and New York cities, where roaches are endemic, and flea spray in Tampa and Birmingham cities, where fleas are common. Johnson is using a ____ segmentation strategy.

Accepted Answer

A) Demographic 
B) Psychographic 
C) Behavioral 
D) Geographic 
E) None of the above 
A) Demographic 
B) Psychographic 
C) Behavioral 
D) Geographic 
E) None of the above

Question 11

A _______________ is a television market made up of counties that achieve the largest market share.

Accepted Answer

A) MSA 
B) MSR 
C) DMA 
D) DMR 
E) DSA 
A) MSA 
B) MSR 
C) DMA 
D) DMR 
E) DSA

Question 12

Spending that is non-mass media related including sales promotion, PR, events, etc. would be classified as what type of expense:

Accepted Answer

A) Above the Line (ABL) 
B) Below the Line (BTL) 
C) Through the Line (TTL) 
D) In the Line (ITL) 
E) None of the above 
A) Above the Line (ABL) 
B) Below the Line (BTL) 
C) Through the Line (TTL) 
D) In the Line (ITL) 
E) None of the above

Question 13

A _________ is a fictitious person that embodies the characteristics of the group being targeted by the campaign.

Accepted Answer

A) Target group 
B) Target persona 
C) Target audience 
D) Target market 
E) None of the above 
A) Target group 
B) Target persona 
C) Target audience 
D) Target market 
E) None of the above

Question 14

By law, _______________ get the lowest media rates offered by a media outlet along with the first rights to the advertising inventory.

Accepted Answer

A) Non-profit organizations 
B) Political candidates 
C) Religious organizations 
D) US government 
E) None of the above 
A) Non-profit organizations 
B) Political candidates 
C) Religious organizations 
D) US government 
E) None of the above

Question 15

Media planning is the coordinated effort behind:

Accepted Answer

A) Price 
B) Product 
C) Place 
D) Promotion 
E) None of the above 
A) Price 
B) Product 
C) Place 
D) Promotion 
E) None of the above

Question 16

In the book, three roles of communication are speficially outlined. Which one of the following statements IS NOT a role of communication:

Accepted Answer

A) Communication can help increase awareness of a brand 
B) Communication can help change attitudes or perceptions of a brand 
C) Communication can help change distribution channels for a brand 
D) Communication can help associate the brand with a specific image 
E) All of the above are communication goals from the book 
A) Communication can help increase awareness of a brand 
B) Communication can help change attitudes or perceptions of a brand 
C) Communication can help change distribution channels for a brand 
D) Communication can help associate the brand with a specific image 
E) All of the above are communication goals from the book

Question 17

The three stages of planning include: (1) objectives and goals,( 2) strategies, and (3) _________.

Accepted Answer

A) Measurements 
B) Feedback 
C) Tactics 
D) To do Lists 
E) None of the above 
A) Measurements 
B) Feedback 
C) Tactics 
D) To do Lists 
E) None of the above

Question 18

An area that reflects those counties with the dominant share of viewing is know as:

Accepted Answer

A) Designated market area 
B) Metro survey area 
C) Area of dominant influence 
D) Total survey area 
E) None of the above 
A) Designated market area 
B) Metro survey area 
C) Area of dominant influence 
D) Total survey area 
E) None of the above

Question 19

All of the following are examples of OWNED media except:

Accepted Answer

A) Company website 
B) Publicity 
C) Social media pages 
D) Company event 
E) Company blog 
A) Company website 
B) Publicity 
C) Social media pages 
D) Company event 
E) Company blog

Question 20

To insure that your SWOT analysis is thorough it should contain both ___________ and communication elements.

Accepted Answer

A) Message 
B) Media 
C) Marketing 
D) Money 
E) None of the above 
A) Message 
B) Media 
C) Marketing 
D) Money 
E) None of the above

Capital expenses such as spending on media and spending through ad agencies are considered what type of support:

The evoluation of media planning has taken many brands from a _ strategy to a _ strategy.

The process of analyzing media placement and strategies used by the competition is known as:

When it comes to new brand introductions the industry practice is to project ad spending based on _________ year market predictions.

Media planners must have a variety of skills and are often thought of as all of the following EXCEPT:

There are three basic ways to view timing relative to the consumer's purchase of the brand, including all of the following EXCEPT:

When you have distribution in at least ________ or more of the national markets, buying media at the local level rarely makes sense.

Media costs tend to be the most expensive during which quarter of the year?

All of the following were mentioned as creative neccesities EXCEPT:

S. C. Johnson & Son, the manufacturer of Raid Bug Spray, relies on advertising to promote cockroach killer in Houston and New York cities, where roaches are endemic, and flea spray in Tampa and Birmingham cities, where fleas are common. Johnson is using a ____ segmentation strategy.

A _______________ is a television market made up of counties that achieve the largest market share.

Spending that is non-mass media related including sales promotion, PR, events, etc. would be classified as what type of expense:

A _________ is a fictitious person that embodies the characteristics of the group being targeted by the campaign.

By law, _______________ get the lowest media rates offered by a media outlet along with the first rights to the advertising inventory.

Media planning is the coordinated effort behind:

In the book, three roles of communication are speficially outlined. Which one of the following statements IS NOT a role of communication:

The three stages of planning include: (1) objectives and goals,( 2) strategies, and (3) _________.

An area that reflects those counties with the dominant share of viewing is know as:

All of the following are examples of OWNED media except:

To insure that your SWOT analysis is thorough it should contain both ___________ and communication elements.

Media Planning and Advertising Strategies

Media and Advertising Questions: Sales Promotions, Compensation Structures, Ethnic Marketing, Owned Media, and Measurement

A Comprehensive Guide to Advertising Strategies and Metrics

Media Choices and Strategies for Direct Response and Alternative Advertising

Media Planning and Strategy: Evaluating Efficiency and Effectiveness

Media Planning and Strategy: Key Concepts and Considerations

Media Planning and Strategy: A Comprehensive Guide

Filters

Exam 8: Media Planning and Targeting Strategies

Capital expenses such as spending on media and spending through ad agencies are considered what type of support:

The evoluation of media planning has taken many brands from a ___________ strategy to a ___________ strategy.

The process of analyzing media placement and strategies used by the competition is known as:

When it comes to new brand introductions the industry practice is to project ad spending based on _________ year market predictions.

Media planners must have a variety of skills and are often thought of as all of the following EXCEPT:

There are three basic ways to view timing relative to the consumer's purchase of the brand, including all of the following EXCEPT:

When you have distribution in at least ________ or more of the national markets, buying media at the local level rarely makes sense.

Media costs tend to be the most expensive during which quarter of the year?

All of the following were mentioned as creative neccesities EXCEPT:

S. C. Johnson & Son, the manufacturer of Raid Bug Spray, relies on advertising to promote cockroach killer in Houston and New York cities, where roaches are endemic, and flea spray in Tampa and Birmingham cities, where fleas are common. Johnson is using a ____ segmentation strategy.

A _______________ is a television market made up of counties that achieve the largest market share.

Spending that is non-mass media related including sales promotion, PR, events, etc. would be classified as what type of expense:

A _________ is a fictitious person that embodies the characteristics of the group being targeted by the campaign.

By law, _______________ get the lowest media rates offered by a media outlet along with the first rights to the advertising inventory.

Media planning is the coordinated effort behind:

In the book, three roles of communication are speficially outlined. Which one of the following statements IS NOT a role of communication:

The three stages of planning include: (1) objectives and goals,( 2) strategies, and (3) _________.

An area that reflects those counties with the dominant share of viewing is know as:

All of the following are examples of OWNED media except:

To insure that your SWOT analysis is thorough it should contain both ___________ and communication elements.

Media Planning and Advertising Strategies

Media and Advertising Questions: Sales Promotions, Compensation Structures, Ethnic Marketing, Owned Media, and Measurement

A Comprehensive Guide to Advertising Strategies and Metrics

Media Choices and Strategies for Direct Response and Alternative Advertising

Media Planning and Strategy: Evaluating Efficiency and Effectiveness

Media Planning and Strategy: Key Concepts and Considerations

Media Planning and Strategy: A Comprehensive Guide

Filters

The evoluation of media planning has taken many brands from a _ strategy to a _ strategy.