Question 1

Which of the following statements about reach is true?

Accepted Answer

A) Reach is always expressed as a percentage. 
B) Reach measures the intensity of a media schedule. 
C) Reach refers to the number of people who are actually exposed to and consume the advertising. 
D) Reach refers to the number of people exposed to and hence have an opportunity to see the ad. 
E) The only way to accumulate reach is by using the same media vehicle continuously. 
A) Reach is always expressed as a percentage. 
B) Reach measures the intensity of a media schedule. 
C) Reach refers to the number of people who are actually exposed to and consume the advertising. 
D) Reach refers to the number of people exposed to and hence have an opportunity to see the ad. 
E) The only way to accumulate reach is by using the same media vehicle continuously.

Question 2

In the _____ method for scheduling media, the advertiser maintains a low level of advertising all year but periodically increases the intensity during peak selling periods.

Accepted Answer

A) bursting 
B) pulsing 
C) continuous 
D) flighting 
E) roadblocking 
A) bursting 
B) pulsing 
C) continuous 
D) flighting 
E) roadblocking

Question 3

The _____ refers to the percentage of homes exposed to an advertising medium.

Accepted Answer

A) exposure 
B) message weight 
C) opportunity to see 
D) exposure value 
E) rating 
A) exposure 
B) message weight 
C) opportunity to see 
D) exposure value 
E) rating

Question 4

An advertising impression, also referred to as _____, is a possible exposure of the advertising message to one audience member.

Accepted Answer

A) opportunity to see 
B) message weight 
C) gross impression 
D) gross rating points 
E) readers per copy 
A) opportunity to see 
B) message weight 
C) gross impression 
D) gross rating points 
E) readers per copy

Question 5

Media planning decisions may require hard scientific research and detailed mathematical analysis, aided by sophisticated software programs.

Accepted Answer

A) True 
 B)False

Question 6

Media planners select _____ that refer to particular magazines or shows according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired target consumer.

Accepted Answer

A) personal communications 
B) media schedules 
C) collateral materials 
D) media vehicles 
E) testimonials 
A) personal communications 
B) media schedules 
C) collateral materials 
D) media vehicles 
E) testimonials

Question 7

Specialization of audience interest or identification is a factor known to decrease attention value.

Accepted Answer

A) True 
 B)False

Question 8

As an element of the media mix, _____ includes all communications vehicles available to a marketer that includes radio, TV, newspapers, magazines, outdoor, online and direct mail, plus sales promotion, direct marketing, public relations activities and publicity, special events, brochures, and even shopping bags.

Accepted Answer

A) methodology 
B) market 
C) media 
D) mechanics 
E) money 
A) methodology 
B) market 
C) media 
D) mechanics 
E) money

Question 9

A reason for using the _____ approach, which refers to a combination of media, is to reach people who are unavailable through only one medium.

Accepted Answer

A) media planning 
B) media research 
C) mixed-media 
D) media-buying 
E) mass media 
A) media planning 
B) media research 
C) mixed-media 
D) media-buying 
E) mass media

Question 10

The advertising response curve indicates that:

Accepted Answer

A) incremental response to advertising increases with repeated exposures. 
B) too much ad exposure results in message spillover. 
C) incremental response to advertising actually diminishes with repeated exposures. 
D) effective frequency decreases as effective reach increases. 
E) continuity diminishes as effective frequency increases. 
A) incremental response to advertising increases with repeated exposures. 
B) too much ad exposure results in message spillover. 
C) incremental response to advertising actually diminishes with repeated exposures. 
D) effective frequency decreases as effective reach increases. 
E) continuity diminishes as effective frequency increases.

Question 11

Which of the following can be expressed in two ways: gross impressions and gross rating points?

Accepted Answer

A) Circulation 
B) Readers per copy 
C) Distribution objectives 
D) Audience objectives 
E) Message weight 
A) Circulation 
B) Readers per copy 
C) Distribution objectives 
D) Audience objectives 
E) Message weight

Question 12

_____ refers to the duration of an advertising message or campaign over a given period of time.

Accepted Answer

A) Frequency 
B) Continuity 
C) Effective reach 
D) Attention value 
E) Medium value 
A) Frequency 
B) Continuity 
C) Effective reach 
D) Attention value 
E) Medium value

Question 13

Media planners rely largely on primary market research to determine the consumer target audience.

Accepted Answer

A) True 
 B)False

Question 14

Describe how spillover media pose a problem for global marketers.

Accepted Answer

Spillover media refers to local media th

Question 15

The elements of the _____ are the product concept, target audience, advertising message, and communications media.

Accepted Answer

A) media action plan 
B) advertising mission 
C) creative mix 
D) media vision 
E) reach/frequency plan 
A) media action plan 
B) advertising mission 
C) creative mix 
D) media vision 
E) reach/frequency plan

Question 16

The category development index is:

Accepted Answer

A) published annually by the Federal Trade Commission. 
B) another way to express the advertising response curve. 
C) an indication of the sales potential of a particular brand in a specific target market. 
D) based on sales potential of the entire product range in a specific target market. 
E) an indication of the economic forecast for a specific product category. 
A) published annually by the Federal Trade Commission. 
B) another way to express the advertising response curve. 
C) an indication of the sales potential of a particular brand in a specific target market. 
D) based on sales potential of the entire product range in a specific target market. 
E) an indication of the economic forecast for a specific product category.

Question 17

List at least five examples of nontraditional advertising media.

Accepted Answer

DVDs, electronic kiosks, shopp

Question 18

Which of the following is the Web-based system developed by Interactive Market Systems (IMS) that consolidates and summarizes planning data in a single relational database?

Accepted Answer

A) Adforum 
B) Agency RollUp 
C) Advertising Redbooks 
D) Datastream 
E) eMarketer 
A) Adforum 
B) Agency RollUp 
C) Advertising Redbooks 
D) Datastream 
E) eMarketer

Question 19

Media objectives translate the advertising strategy into goals that media can accomplish.

Accepted Answer

A) True 
 B)False

Question 20

Most studies of the advertising response curve indicate that incremental response to advertising builds with repeated exposures.

Accepted Answer

A) True 
 B)False

Which of the following statements about reach is true?

In the _____ method for scheduling media, the advertiser maintains a low level of advertising all year but periodically increases the intensity during peak selling periods.

The _____ refers to the percentage of homes exposed to an advertising medium.

An advertising impression, also referred to as _____, is a possible exposure of the advertising message to one audience member.

Media planning decisions may require hard scientific research and detailed mathematical analysis, aided by sophisticated software programs.

Media planners select _____ that refer to particular magazines or shows according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired target consumer.

Specialization of audience interest or identification is a factor known to decrease attention value.

A reason for using the _____ approach, which refers to a combination of media, is to reach people who are unavailable through only one medium.

The advertising response curve indicates that:

Which of the following can be expressed in two ways: gross impressions and gross rating points?

_____ refers to the duration of an advertising message or campaign over a given period of time.

Media planners rely largely on primary market research to determine the consumer target audience.

Describe how spillover media pose a problem for global marketers.

The elements of the _____ are the product concept, target audience, advertising message, and communications media.

The category development index is:

List at least five examples of nontraditional advertising media.

Which of the following is the Web-based system developed by Interactive Market Systems (IMS) that consolidates and summarizes planning data in a single relational database?

Media objectives translate the advertising strategy into goals that media can accomplish.

Most studies of the advertising response curve indicate that incremental response to advertising builds with repeated exposures.

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters

Exam 9: Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Which of the following statements about reach is true?

In the _____ method for scheduling media, the advertiser maintains a low level of advertising all year but periodically increases the intensity during peak selling periods.

The _____ refers to the percentage of homes exposed to an advertising medium.

An advertising impression, also referred to as _____, is a possible exposure of the advertising message to one audience member.

Media planning decisions may require hard scientific research and detailed mathematical analysis, aided by sophisticated software programs.

Media planners select _____ that refer to particular magazines or shows according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired target consumer.

Specialization of audience interest or identification is a factor known to decrease attention value.

A reason for using the _____ approach, which refers to a combination of media, is to reach people who are unavailable through only one medium.

The advertising response curve indicates that:

Which of the following can be expressed in two ways: gross impressions and gross rating points?

_____ refers to the duration of an advertising message or campaign over a given period of time.

Media planners rely largely on primary market research to determine the consumer target audience.

Describe how spillover media pose a problem for global marketers.

The elements of the _____ are the product concept, target audience, advertising message, and communications media.

The category development index is:

List at least five examples of nontraditional advertising media.

Which of the following is the Web-based system developed by Interactive Market Systems (IMS) that consolidates and summarizes planning data in a single relational database?

Media objectives translate the advertising strategy into goals that media can accomplish.

Most studies of the advertising response curve indicate that incremental response to advertising builds with repeated exposures.

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters