Question 1

A recent change that has occurred in the advertising industry is the "unbundling" of media planning from creative services.

Accepted Answer

A) True 
 B)False  True

Question 2

Target rating points (TRPs)adjust vehicle ratings to reflect just those individuals who actually were exposed to the advertisement.

Accepted Answer

A) True 
 B)False  False

Question 3

Describe the concept of continuity,name and describe the three continuity schedules and give an example of when each would be best utilized.

Accepted Answer

Continuity involves the matter of how advertising should be allocated during the course of an advertising campaign. Advertisers have three general alternatives related to allocating the budget over the course of the campaign:
1.	Continuous. In this schedule, an equal or relatively equal amount of ad dollars is invested throughout the campaign. Such an advertising allocation would make sense only if the product were consumed in essentially equal quantities throughout the year.
2.	Pulsing. In this schedule, some advertising is used during every period of the campaign, but the amount of advertising varies from period to period. This schedule is appropriate for products that have seasonal consumption patterns.
3.	Flighting. In this schedule, the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months. This schedule would also be appropriate for seasonal products, but it can also be used to concentrate expenditures in a short period of time, following by a hiatus period, and then other concentrated periods.

Question 4

Media-software programs allow the user to evaluate all major advertising media categories and subcategories and to find optimum schedules based on selecting multiple vehicles from within a single advertising medium and combining plans across multiple media.

Accepted Answer

A) True 
 B)False

Question 5

Assume that Mia's Foods spent $200,000 for one television commercial.15,000,000 people saw the commercial.10,000,000 were part of their target audience.The CPM-TM is _____.

Accepted Answer

A)  $13.33 
B)  $20.00 
C)  $133.33 
D)  $200.00 
E)  $2,000.00 
A)  $13.33 
B)  $20.00 
C)  $133.33 
D)  $200.00 
E)  $2,000.00

Question 6

Effective reach planning generally leads to using one medium.

Accepted Answer

A) True 
 B)False

Question 7

Suppose Thread's Corporation,an apparel manufacturer that specializes in casual clothing,decides to spend its entire advertising budget in three months-May,August,and December.What type of advertising schedule does Thread's use?

Accepted Answer

A)  continuous 
B)  trade-off 
C)  pulsing 
D)  flighting 
E)  concentrated 
A)  continuous 
B)  trade-off 
C)  pulsing 
D)  flighting 
E)  concentrated

Question 8

Advertising purchased on all network programs aired simultaneously so that all consumers viewing TV at this time will be exposed to the brand's advertising is called a roadblock.

Accepted Answer

A) True 
 B)False

Question 9

Renee is selecting the target audience,specifying media objectives,selecting media categories and vehicles so that media buyers can then purchase media for her agency's client.Renee is developing the _____.

Accepted Answer

A)  advertising strategy 
B)  marketing strategy 
C)  media strategy 
D)  message strategy 
E)  tactical strategy 
A)  advertising strategy 
B)  marketing strategy 
C)  media strategy 
D)  message strategy 
E)  tactical strategy

Question 10

The shelf-space model assumes that the role of advertising is to teach consumers.

Accepted Answer

A) True 
 B)False

Question 11

The number of consumers who actually are exposed to any particular advertising message carried in a vehicle is _____ the number of people who are exposed to the vehicle that carries the message.

Accepted Answer

A)  less than 
B)  more than 
C)  equal to 
D)  not related to 
E)  variable compared to 
A)  less than 
B)  more than 
C)  equal to 
D)  not related to 
E)  variable compared to

Question 12

Vehicles are the general communication methods that carry advertising messages,and media are the specific broadcast or print choices in which advertisements are placed.

Accepted Answer

A) True 
 B)False

Question 13

_____ is based on the premise that there is a theoretical optimum range of exposures to an advertisement with minimum and maximum limits.

Accepted Answer

A)  Effective reach 
B)  Advertising reach 
C)  Precise reach 
D)  Calculated reach 
E)  Exact reach 
A)  Effective reach 
B)  Advertising reach 
C)  Precise reach 
D)  Calculated reach 
E)  Exact reach

Question 14

The objective of frequency value planning is to select the media schedule that generates the most exposure value per gross rating point.

Accepted Answer

A) True 
 B)False

Question 15

What is the frequency of a media schedule in which 20 percent are reached one time,40 percent are reached two times,20 percent are reached three times,and 10 percent four times?

Accepted Answer

A)  1 
B)  2 
C)  2.2 
D)  3 
E)  3.3 
A)  1 
B)  2 
C)  2.2 
D)  3 
E)  3.3

Question 16

In a _____ advertising schedule,an equal or relatively equal amount of advertising dollars are invested throughout the campaign.

Accepted Answer

A)  continuous 
B)  pulsing 
C)  plotted 
D)  dated 
E)  flighting 
A)  continuous 
B)  pulsing 
C)  plotted 
D)  dated 
E)  flighting

Question 17

Which of the following terms is interchangeable with unduplicated audience?

Accepted Answer

A)  net coverage 
B)  gross coverage 
C)  OTS 
D)  3+ 
E)  target audience 
A)  net coverage 
B)  gross coverage 
C)  OTS 
D)  3+ 
E)  target audience

Question 18

Given that there is a window of advertising opportunity,advertising's job is to influence the purchase,and recency planning's job is to place the message in that window.

Accepted Answer

A) True 
 B)False

Question 19

According to the shelf-space model,the consumers' second exposure to an advertisement for a brand is the most powerful.

Accepted Answer

A) True 
 B)False

Question 20

The specific broadcast programs,such as Game of Thrones, or print choices,such as Popular Science, in which advertisements are placed are referred to as _____.

Accepted Answer

A)  media 
B)  vehicles 
C)  channels 
D)  conduits 
E)  delivery mechanisms 
A)  media 
B)  vehicles 
C)  channels 
D)  conduits 
E)  delivery mechanisms

Exam 16: Media Planning and Analysis

A recent change that has occurred in the advertising industry is the "unbundling" of media planning from creative services.

Target rating points (TRPs)adjust vehicle ratings to reflect just those individuals who actually were exposed to the advertisement.

Describe the concept of continuity,name and describe the three continuity schedules and give an example of when each would be best utilized.

Media-software programs allow the user to evaluate all major advertising media categories and subcategories and to find optimum schedules based on selecting multiple vehicles from within a single advertising medium and combining plans across multiple media.

Assume that Mia's Foods spent $200,000 for one television commercial.15,000,000 people saw the commercial.10,000,000 were part of their target audience.The CPM-TM is _____.

Effective reach planning generally leads to using one medium.

Suppose Thread's Corporation,an apparel manufacturer that specializes in casual clothing,decides to spend its entire advertising budget in three months-May,August,and December.What type of advertising schedule does Thread's use?

Advertising purchased on all network programs aired simultaneously so that all consumers viewing TV at this time will be exposed to the brand's advertising is called a roadblock.

Renee is selecting the target audience,specifying media objectives,selecting media categories and vehicles so that media buyers can then purchase media for her agency's client.Renee is developing the _____.

The shelf-space model assumes that the role of advertising is to teach consumers.

The number of consumers who actually are exposed to any particular advertising message carried in a vehicle is _____ the number of people who are exposed to the vehicle that carries the message.

Vehicles are the general communication methods that carry advertising messages,and media are the specific broadcast or print choices in which advertisements are placed.

_____ is based on the premise that there is a theoretical optimum range of exposures to an advertisement with minimum and maximum limits.

The objective of frequency value planning is to select the media schedule that generates the most exposure value per gross rating point.

What is the frequency of a media schedule in which 20 percent are reached one time,40 percent are reached two times,20 percent are reached three times,and 10 percent four times?

In a _____ advertising schedule,an equal or relatively equal amount of advertising dollars are invested throughout the campaign.

Which of the following terms is interchangeable with unduplicated audience?

Given that there is a window of advertising opportunity,advertising's job is to influence the purchase,and recency planning's job is to place the message in that window.

According to the shelf-space model,the consumers' second exposure to an advertisement for a brand is the most powerful.

The specific broadcast programs,such as Game of Thrones, or print choices,such as Popular Science, in which advertisements are placed are referred to as _____.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

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