Question 1

Advertisers include _____ in the readers per copy figures to estimate the number of people who read a magazine without buying it.

Accepted Answer

A) pass-along rates 
B) cost per point 
C) frequency estimates 
D) gross ratings points 
E) average frequency index 
A) pass-along rates 
B) cost per point 
C) frequency estimates 
D) gross ratings points 
E) average frequency index

Question 2

One of the advantages of the continuity method of schedule is low costs.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market?

Accepted Answer

A) Simmons Market Research Bureau 
B) Mediamark Research Inc. 
C) Survey of buying power index 
D) BAR/LNA 
E) Standard Rates and Data Service 
A) Simmons Market Research Bureau 
B) Mediamark Research Inc. 
C) Survey of buying power index 
D) BAR/LNA 
E) Standard Rates and Data Service

Question 4

_____ is a figure used by advertisers that represents the medial number of times the target audience reached by a media schedule is exposed to a media vehicle over a specified period.

Accepted Answer

A) Effective reach 
B) Unduplicated reach 
C) Average reach 
D) Average frequency 
E) Effective frequency 
A) Effective reach 
B) Unduplicated reach 
C) Average reach 
D) Average frequency 
E) Effective frequency

Question 5

Which of the following media is described as having few valid measurement techniques, a flexible message platform, and a direct selling potential?

Accepted Answer

A) Television 
B) Interactive media 
C) Radio 
D) Direct mail 
E) Newspapers 
A) Television 
B) Interactive media 
C) Radio 
D) Direct mail 
E) Newspapers

Question 6

The category development index is similar to the brand development index (BDI) except that it:

Accepted Answer

A) uses information about a product category. 
B) categorizes consumers according to their demographic characteristics. 
C) is concerned with companies and not with products. 
D) is tied to an economic index. 
E) categorizes consumers according to their psychographic characteristics. 
A) uses information about a product category. 
B) categorizes consumers according to their demographic characteristics. 
C) is concerned with companies and not with products. 
D) is tied to an economic index. 
E) categorizes consumers according to their psychographic characteristics.

Question 7

New brands or products need a very high level of reach:

Accepted Answer

A) in order to minimize the waste coverage. 
B) to make all potential buyers aware of the new entry. 
C) because they have an associated problem of overexposure. 
D) since they have low brand and category development indices. 
E) to facilitate continuity scheduling. 
A) in order to minimize the waste coverage. 
B) to make all potential buyers aware of the new entry. 
C) because they have an associated problem of overexposure. 
D) since they have low brand and category development indices. 
E) to facilitate continuity scheduling.

Question 8

The flighting method of scheduling ensures that a regular and continuous pattern is developed without gaps or nonadvertising periods.

Accepted Answer

A) True 
 B)False

Question 9

The pass-along rate refers to the:

Accepted Answer

A) newspaper advertising rate charged to manufacturers by retailers placing ads for them. 
B) television advertising rate charged to national advertisers. 
C) number of persons to whom a magazine copy has been given and who have read it. 
D) magazine advertising rate for throw-away publications. 
E) percentage of people who skip over an ad while reading a publication. 
A) newspaper advertising rate charged to manufacturers by retailers placing ads for them. 
B) television advertising rate charged to national advertisers. 
C) number of persons to whom a magazine copy has been given and who have read it. 
D) magazine advertising rate for throw-away publications. 
E) percentage of people who skip over an ad while reading a publication.

Question 10

_____ calculates the cost per thousand based on the target audience rather than the overall audience.

Accepted Answer

A) BDI 
B) CDI 
C) Target CPM 
D) Target market segmentation 
E) Target buying power index 
A) BDI 
B) CDI 
C) Target CPM 
D) Target market segmentation 
E) Target buying power index

Question 11

Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies.

Accepted Answer

A) True 
 B)False

Question 12

One of the advantages of direct mail advertising is that it is clutter-free.

Accepted Answer

A) True 
 B)False

Question 13

The brand development index (BDI) uses information regarding the product category in the numerator to understand the potential for development of the total product category.

Accepted Answer

A) True 
 B)False

Question 14

When trying to attain mass coverage of the entire U.S. market, which of the following forms of advertising would be most effective?

Accepted Answer

A) Transit 
B) Television 
C) Newspaper 
D) Outdoor 
E) Magazine 
A) Transit 
B) Television 
C) Newspaper 
D) Outdoor 
E) Magazine

Question 15

A marketer of running shoes wants to use a cost-effective method to reach its potential buyers with minimum waste coverage. The marketer should use a medium that:

Accepted Answer

A) has coverage of the overall audience. 
B) reaches more potential receivers even though it has a high cost per thousand. 
C) has a low cost per thousand. 
D) has high absolute and low relative costs for advertising and promoting the product. 
E) has a high pass-along ratE.In the above scenario, the marketer should use a medium that reaches more potential receivers even though it has a high cost per thousand.Marketers must use the potential reach to the target market-the destination sought-rather than the overall circulation figure.A medium with a much higher cost per thousand may be a wiser buy if it is reaching more potential receivers. 
A) has coverage of the overall audience. 
B) reaches more potential receivers even though it has a high cost per thousand. 
C) has a low cost per thousand. 
D) has high absolute and low relative costs for advertising and promoting the product. 
E) has a high pass-along ratE.In the above scenario, the marketer should use a medium that reaches more potential receivers even though it has a high cost per thousand.Marketers must use the potential reach to the target market-the destination sought-rather than the overall circulation figure.A medium with a much higher cost per thousand may be a wiser buy if it is reaching more potential receivers.

Question 16

Instead of using minimum frequency, marketers should maximize reach based on average frequency to purchase GRPs.

Accepted Answer

A) True 
 B)False

Question 17

The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

Accepted Answer

A) media planning 
B) market segmentation 
C) target marketing 
D) organizational planning 
E) a communication hierarchy 
A) media planning 
B) market segmentation 
C) target marketing 
D) organizational planning 
E) a communication hierarchy

Question 18

Which of the following statements is true of the media mix?

Accepted Answer

A) It is not possible to use only one medium or vehicle to deliver a message. 
B) The characteristics of a product help in determining the combination of media that should be used. 
C) Individual preferences have no effect on the combination of media to be used to deliver a message. 
D) Advertisers use the media mix to maintain uniformity across all advertising media. 
E) By employing a media mix, advertisers can lower the versatility to their media strategies resulting in high amount of clutter. 
A) It is not possible to use only one medium or vehicle to deliver a message. 
B) The characteristics of a product help in determining the combination of media that should be used. 
C) Individual preferences have no effect on the combination of media to be used to deliver a message. 
D) Advertisers use the media mix to maintain uniformity across all advertising media. 
E) By employing a media mix, advertisers can lower the versatility to their media strategies resulting in high amount of clutter.

Question 19

Which of the following statements best explains a difference between target ratings points (TRPs) and gross rating points (GRPs)?

Accepted Answer

A) TRPs calculations use average frequency figures, whereas GRPs calculations do not. 
B) TRPs calculations do not include waste coverage, whereas GRPs calculations do. 
C) TRPs calculations use a duplicated reach estimate, whereas GRPs calculations do not. 
D) TRPs are used when selecting broadcast media, and GRPs are used for selecting print media. 
E) TRPs are used to indicate the total market coverage ratio, whereas GRPs are used to indicate primary market coverage ratio. 
A) TRPs calculations use average frequency figures, whereas GRPs calculations do not. 
B) TRPs calculations do not include waste coverage, whereas GRPs calculations do. 
C) TRPs calculations use a duplicated reach estimate, whereas GRPs calculations do not. 
D) TRPs are used when selecting broadcast media, and GRPs are used for selecting print media. 
E) TRPs are used to indicate the total market coverage ratio, whereas GRPs are used to indicate primary market coverage ratio.

Question 20

Which of the following is a creative factor that is used in determining frequency levels?

Accepted Answer

A) Message variation 
B) Target group 
C) Clutter 
D) Attentiveness 
E) Scheduling 
A) Message variation 
B) Target group 
C) Clutter 
D) Attentiveness 
E) Scheduling

Exam 10: Media Planning and Strategy

Advertisers include _____ in the readers per copy figures to estimate the number of people who read a magazine without buying it.

One of the advantages of the continuity method of schedule is low costs.

Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market?

_____ is a figure used by advertisers that represents the medial number of times the target audience reached by a media schedule is exposed to a media vehicle over a specified period.

Which of the following media is described as having few valid measurement techniques, a flexible message platform, and a direct selling potential?

The category development index is similar to the brand development index (BDI) except that it:

New brands or products need a very high level of reach:

The flighting method of scheduling ensures that a regular and continuous pattern is developed without gaps or nonadvertising periods.

The pass-along rate refers to the:

_____ calculates the cost per thousand based on the target audience rather than the overall audience.

Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies.

One of the advantages of direct mail advertising is that it is clutter-free.

The brand development index (BDI) uses information regarding the product category in the numerator to understand the potential for development of the total product category.

When trying to attain mass coverage of the entire U.S. market, which of the following forms of advertising would be most effective?

A marketer of running shoes wants to use a cost-effective method to reach its potential buyers with minimum waste coverage. The marketer should use a medium that:

Instead of using minimum frequency, marketers should maximize reach based on average frequency to purchase GRPs.

The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

Which of the following statements is true of the media mix?

Which of the following statements best explains a difference between target ratings points (TRPs) and gross rating points (GRPs)?

Which of the following is a creative factor that is used in determining frequency levels?

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