Question 1

When the most effective media exposes people who are not sought, waste coverage is still justified because:

Accepted Answer

A) it best supports a flighting media schedule. 
B) the cost of the waste coverage is exceeded by the value gained from their use. 
C) it allows for more specific targeting of a market segment. 
D) the media enables repetition which is an effective method for pioneering advertising. 
E) it supports a market aggregation strategy. 
A) it best supports a flighting media schedule. 
B) the cost of the waste coverage is exceeded by the value gained from their use. 
C) it allows for more specific targeting of a market segment. 
D) the media enables repetition which is an effective method for pioneering advertising. 
E) it supports a market aggregation strategy.

Question 2

For which of the following products is an advertiser most likely to use a flighting schedule?

Accepted Answer

A) Cake mixes 
B) Shampoo 
C) Newspaper subscriptions 
D) Snow tires 
E) Candles 
A) Cake mixes 
B) Shampoo 
C) Newspaper subscriptions 
D) Snow tires 
E) Candles

Question 3

A _____ determines the best way to get an advertiser's message to the market.

Accepted Answer

A) distribution plan 
B) coverage plan 
C) frequency level 
D) media plan 
E) reach strategy 
A) distribution plan 
B) coverage plan 
C) frequency level 
D) media plan 
E) reach strategy

Question 4

Which of the following techniques is most suitable for scheduling seasonal products such as Mother's Day cards and Valentine candy?

Accepted Answer

A) Weighted ratings 
B) Oscillating 
C) Flighting 
D) Plighting 
E) Continuity 
A) Weighted ratings 
B) Oscillating 
C) Flighting 
D) Plighting 
E) Continuity

Question 5

Regal Foods Corp., a packaged foods manufacturer, wishes to determine the percentage of Umber coffee sold in a geographic area as compared to the percentage of the total population in this market. The most appropriate index to use would be:

Accepted Answer

A) survey of buying power index. 
B) brand development index. 
C) category development index. 
D) Dow Jones sustainability index. 
E) consumer price index. 
A) survey of buying power index. 
B) brand development index. 
C) category development index. 
D) Dow Jones sustainability index. 
E) consumer price index.

Question 6

The potential for deception is high in digital/interactive media.

Accepted Answer

A) True 
 B)False

Question 7

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and Low CDI. Which of the following is likely to be true of the product class and the product?

Accepted Answer

A) High market share and good market potential 
B) Low market share and good market potential 
C) High market share with required monitoring for sales decline 
D) Low market share and poor market potential 
E) High market share but not a good market to advertise in 
A) High market share and good market potential 
B) Low market share and good market potential 
C) High market share with required monitoring for sales decline 
D) Low market share and poor market potential 
E) High market share but not a good market to advertise in

Question 8

The primary objective of _____ is to time promotional efforts of a company so that they will coincide with the highest potential buying times.

Accepted Answer

A) sweeps period 
B) scheduling 
C) waste coverage 
D) frequency estimation 
E) sales forecasting 
A) sweeps period 
B) scheduling 
C) waste coverage 
D) frequency estimation 
E) sales forecasting

Question 9

_____ refers to the potential audience that might receive a message through a media vehicle.

Accepted Answer

A) Frequency 
B) Reach 
C) Viewer number 
D) Coverage 
E) Exposure 
A) Frequency 
B) Reach 
C) Viewer number 
D) Coverage 
E) Exposure

Question 10

Which of the following is considered an external factor that may influence the determination of media strategy?

Accepted Answer

A) Administrative capabilities 
B) The rising costs of media 
C) Size of the media budget 
D) Delegation of agency tasks 
E) Organization of an agency 
A) Administrative capabilities 
B) The rising costs of media 
C) Size of the media budget 
D) Delegation of agency tasks 
E) Organization of an agency

Question 11

Which of the following would most likely result in waste coverage?

Accepted Answer

A) An ad for custom-build concession food trailers appearing in a trade journal 
B) A B2B ad appearing in a general fashion magazine 
C) A commercial for a soda drink appearing in a music channel 
D) A sports shoes commercial aired during live telecast of a basketball match 
E) An ad for an organic fertilizer in a farm publication magazine 
A) An ad for custom-build concession food trailers appearing in a trade journal 
B) A B2B ad appearing in a general fashion magazine 
C) A commercial for a soda drink appearing in a music channel 
D) A sports shoes commercial aired during live telecast of a basketball match 
E) An ad for an organic fertilizer in a farm publication magazine

Question 12

Which of the following positions in a company is likely to be responsible for determining which target markets should receive the most media emphasis?

Accepted Answer

A) Research manager 
B) Account executive 
C) Brand manager 
D) Media planner 
E) Market research analyst 
A) Research manager 
B) Account executive 
C) Brand manager 
D) Media planner 
E) Market research analyst

Question 13

When used in combination with other market information, the survey of buying power index helps a marketer determine:

Accepted Answer

A) the geographic areas to target. 
B) demographic characteristics of the target population. 
C) lifestyle characteristics of the target population. 
D) consumer behavior. 
E) psychographic characteristics of the target population. 
A) the geographic areas to target. 
B) demographic characteristics of the target population. 
C) lifestyle characteristics of the target population. 
D) consumer behavior. 
E) psychographic characteristics of the target population.

Question 14

Unduplicated reach indicates:

Accepted Answer

A) buying intentions. 
B) the extent of consumer awareness. 
C) the amount of waste coverage. 
D) an estimate of frequency. 
E) potential new exposures. 
A) buying intentions. 
B) the extent of consumer awareness. 
C) the amount of waste coverage. 
D) an estimate of frequency. 
E) potential new exposures.

Question 15

Which of the following is an advantage associated with newspaper advertising?

Accepted Answer

A) Longer life 
B) Short lead time for placing ads 
C) High reproduction quality 
D) Wide reader exposure 
E) Lack of clutter 
A) Longer life 
B) Short lead time for placing ads 
C) High reproduction quality 
D) Wide reader exposure 
E) Lack of clutter

Question 16

Decisions on whether sole sponsorship or shared sponsorship is ideal are made during the media use decisions stage of developing a media plan.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following parameters does the formula for the computation of cost per ratings point (CPRP) take into account?

Accepted Answer

A) Circulation 
B) Cost per repetition 
C) Cost per thousand 
D) Cost of ad space 
E) Cost of commercial time 
A) Circulation 
B) Cost per repetition 
C) Cost per thousand 
D) Cost of ad space 
E) Cost of commercial time

Question 18

The situation analysis precedes the marketing and creative strategy plan in the media plan development process.

Accepted Answer

A) True 
 B)False

Question 19

When the range of a media exceeds the targeted audience, the excess is referred to as:

Accepted Answer

A) frequency surplus. 
B) flighting. 
C) waste coverage. 
D) geographical excess. 
E) oversaturation. 
A) frequency surplus. 
B) flighting. 
C) waste coverage. 
D) geographical excess. 
E) oversaturation.

Question 20

When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n) _____ schedule is being employed.

Accepted Answer

A) intermittent 
B) continuity 
C) flighting 
D) weighting 
E) pulsing 
A) intermittent 
B) continuity 
C) flighting 
D) weighting 
E) pulsing

Exam 10: Media Planning and Strategy

When the most effective media exposes people who are not sought, waste coverage is still justified because:

For which of the following products is an advertiser most likely to use a flighting schedule?

A _____ determines the best way to get an advertiser's message to the market.

Which of the following techniques is most suitable for scheduling seasonal products such as Mother's Day cards and Valentine candy?

Regal Foods Corp., a packaged foods manufacturer, wishes to determine the percentage of Umber coffee sold in a geographic area as compared to the percentage of the total population in this market. The most appropriate index to use would be:

The potential for deception is high in digital/interactive media.

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and Low CDI. Which of the following is likely to be true of the product class and the product?

The primary objective of _____ is to time promotional efforts of a company so that they will coincide with the highest potential buying times.

_____ refers to the potential audience that might receive a message through a media vehicle.

Which of the following is considered an external factor that may influence the determination of media strategy?

Which of the following would most likely result in waste coverage?

Which of the following positions in a company is likely to be responsible for determining which target markets should receive the most media emphasis?

When used in combination with other market information, the survey of buying power index helps a marketer determine:

Unduplicated reach indicates:

Which of the following is an advantage associated with newspaper advertising?

Decisions on whether sole sponsorship or shared sponsorship is ideal are made during the media use decisions stage of developing a media plan.

Which of the following parameters does the formula for the computation of cost per ratings point (CPRP) take into account?

The situation analysis precedes the marketing and creative strategy plan in the media plan development process.

When the range of a media exceeds the targeted audience, the excess is referred to as:

When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n) _____ schedule is being employed.

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of AD Agencies and Other Marketing Communication Organizations

Perspectives on Consumer Behavior

The Communication Process

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters