Question 1

Computation of cost breakdowns on the basis of cost per thousand people reached is typically seen in the _____ industry.

Accepted Answer

A) interactive media 
B) radio 
C) magazine 
D) television 
E) newspaper 
A) interactive media 
B) radio 
C) magazine 
D) television 
E) newspaper

Question 2

The first step in developing a media plan is to:

Accepted Answer

A) create a media plan committee. 
B) set the media objectives. 
C) determine the reach, frequency, and coverage of all available media. 
D) select broad media classes. 
E) develop advertising campaigns. 
A) create a media plan committee. 
B) set the media objectives. 
C) determine the reach, frequency, and coverage of all available media. 
D) select broad media classes. 
E) develop advertising campaigns.

Question 3

Radio advertisements have better flexibility than magazine advertisements.

Accepted Answer

A) True 
 B)False

Question 4

Effective reach refers to the:

Accepted Answer

A) percentage of people in the primary target audience a media buy reaches effectively. 
B) percentage of people who see and respond to an ad through purchase action. 
C) percentage of people in the target audience who can recall an ad after being exposed to the ad once. 
D) percentage of a media vehicle's audience reached at each effectual frequency increment. 
E) number of times an ad appears in prime-time television. 
A) percentage of people in the primary target audience a media buy reaches effectively. 
B) percentage of people who see and respond to an ad through purchase action. 
C) percentage of people in the target audience who can recall an ad after being exposed to the ad once. 
D) percentage of a media vehicle's audience reached at each effectual frequency increment. 
E) number of times an ad appears in prime-time television.

Question 5

Which of the following statements is true of the effects of reach and frequency of a media vehicle?

Accepted Answer

A) Fewer than eight exposures is considered insufficient reach. 
B) More than 10 exposures are considered to be effective reach in most circumstances. 
C) The central goal of productive media planning should be to enhance frequency rather than reach. 
D) Evidence suggests that an exposure rate of one within a purchase cycle is an effective level. 
E) Frequency response principles or generalizations vary by medium. 
A) Fewer than eight exposures is considered insufficient reach. 
B) More than 10 exposures are considered to be effective reach in most circumstances. 
C) The central goal of productive media planning should be to enhance frequency rather than reach. 
D) Evidence suggests that an exposure rate of one within a purchase cycle is an effective level. 
E) Frequency response principles or generalizations vary by medium.

Question 6

In media planning, the cost of ad space divided by circulation and multiplied by 1,000 is the formula used to calculate:

Accepted Answer

A) index number. 
B) cost per thousand. 
C) absolute cost. 
D) category development index. 
E) brand development index. 
A) index number. 
B) cost per thousand. 
C) absolute cost. 
D) category development index. 
E) brand development index.

Question 7

Which of the following statements describes an advantage inherent in the flighting method of scheduling?

Accepted Answer

A) With flighting, there is no danger of wearout. 
B) Flighting creates cost efficiency by using advertising only during purchasing periods. 
C) Flighting helps in continuous advertising which in turn creates refutational appeal. 
D) Flighting enables retention of promotional messages by alternating periods of high and low advertising weight. 
E) Flighting serves as a constant reminder to consumers. 
A) With flighting, there is no danger of wearout. 
B) Flighting creates cost efficiency by using advertising only during purchasing periods. 
C) Flighting helps in continuous advertising which in turn creates refutational appeal. 
D) Flighting enables retention of promotional messages by alternating periods of high and low advertising weight. 
E) Flighting serves as a constant reminder to consumers.

Question 8

_____ is a summary measure that combines a program rating and the average number of times a home is reached during this period.

Accepted Answer

A) Brand development index 
B) Program rating 
C) Category development index 
D) Target ratings points 
E) Gross ratings points 
A) Brand development index 
B) Program rating 
C) Category development index 
D) Target ratings points 
E) Gross ratings points

Question 9

_____ are plans of action designed to obtain specific media objectives.

Accepted Answer

A) Media goals 
B) Media services 
C) Media strategies 
D) Media vehicles 
E) Media designs 
A) Media goals 
B) Media services 
C) Media strategies 
D) Media vehicles 
E) Media designs

Question 10

The survey of buying power index is conducted for every major metropolitan market in the United States.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following media utilize cost per ratings point to compare cost figures?

Accepted Answer

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

Question 12

Which of the following statements is true of marketing factors important in determining frequency levels as recommended by Joseph Ostrow?

Accepted Answer

A) The higher the brand share, the higher the frequency level required. 
B) The higher the loyalty, the higher the frequency level required. 
C) Higher frequency levels are required when competitive noise is absent. 
D) The ability of a target group to learn and to retain messages has a direct effect on frequency. 
E) Products used daily or more often need to be replaced quickly, so a lower level of frequency is desired. 
A) The higher the brand share, the higher the frequency level required. 
B) The higher the loyalty, the higher the frequency level required. 
C) Higher frequency levels are required when competitive noise is absent. 
D) The ability of a target group to learn and to retain messages has a direct effect on frequency. 
E) Products used daily or more often need to be replaced quickly, so a lower level of frequency is desired.

Question 13

One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is a disadvantage associated with radio advertising?

Accepted Answer

A) High production costs 
B) Low audience segmentation 
C) High clutter 
D) Low frequency 
E) Low flexibility 
A) High production costs 
B) Low audience segmentation 
C) High clutter 
D) Low frequency 
E) Low flexibility

Question 15

Television commercials for Halo laundry detergent are aired several times a day, on various cable networks, throughout the year. Advertisers of Halo believe that this will serve as a constant reminder of the brand to the consumers. Media planners of Halo are likely to be using a(n) _____ scheduling method.

Accepted Answer

A) pulsing 
B) continuity 
C) flighting 
D) oscillating 
E) weighted ratings 
A) pulsing 
B) continuity 
C) flighting 
D) oscillating 
E) weighted ratings

Question 16

The more the number of readers per copy of a magazine, the higher the pass-along rate.

Accepted Answer

A) True 
 B)False

Question 17

Availability of new media and the rising costs of media are internal factors that influence media decisions.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following factors reduces the effectiveness of a media plan?

Accepted Answer

A) Information overload 
B) Product life cycle differences 
C) Market segmentation 
D) Time pressures 
E) Audience diversity 
A) Information overload 
B) Product life cycle differences 
C) Market segmentation 
D) Time pressures 
E) Audience diversity

Question 19

The market potential in a given metropolitan area relative to the United States as a whole can be determined by using the:

Accepted Answer

A) the Nielsen rating index. 
B) BAR/LNA. 
C) brand development index (BDI). 
D) category development index (CDI). 
E) survey of buying power index. 
A) the Nielsen rating index. 
B) BAR/LNA. 
C) brand development index (BDI). 
D) category development index (CDI). 
E) survey of buying power index.

Question 20

Patron's Paradise, an amusement park, advertises itself as a vacation spot throughout the year, but it advertises heavily during the summer months and during the Christmas season when more people are likely to take a vacation. This is an example of _____ scheduling.

Accepted Answer

A) flighting 
B) geographical weighting 
C) continuity 
D) oscillating 
E) pulsing 
A) flighting 
B) geographical weighting 
C) continuity 
D) oscillating 
E) pulsing

Exam 10: Media Planning and Strategy

Computation of cost breakdowns on the basis of cost per thousand people reached is typically seen in the _____ industry.

The first step in developing a media plan is to:

Radio advertisements have better flexibility than magazine advertisements.

Effective reach refers to the:

Which of the following statements is true of the effects of reach and frequency of a media vehicle?

In media planning, the cost of ad space divided by circulation and multiplied by 1,000 is the formula used to calculate:

Which of the following statements describes an advantage inherent in the flighting method of scheduling?

_____ is a summary measure that combines a program rating and the average number of times a home is reached during this period.

_____ are plans of action designed to obtain specific media objectives.

The survey of buying power index is conducted for every major metropolitan market in the United States.

Which of the following media utilize cost per ratings point to compare cost figures?

Which of the following statements is true of marketing factors important in determining frequency levels as recommended by Joseph Ostrow?

One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.

Which of the following is a disadvantage associated with radio advertising?

The more the number of readers per copy of a magazine, the higher the pass-along rate.

Availability of new media and the rising costs of media are internal factors that influence media decisions.

Which of the following factors reduces the effectiveness of a media plan?

The market potential in a given metropolitan area relative to the United States as a whole can be determined by using the:

Patron's Paradise, an amusement park, advertises itself as a vacation spot throughout the year, but it advertises heavily during the summer months and during the Christmas season when more people are likely to take a vacation. This is an example of _____ scheduling.

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