Exam 10: Media Planning and Budgeting for IMC

Seasonal products such as Mother's Day cards and Valentine candy would best make use of which scheduling alternative?

A company with a substantial advertising budget with little or no awareness in the target market should:

No one knows the exact number of ______ necessary for an ad to make an impact,although advertisers have settled on ______ as the minimum.

The _____ method of budget setting consists of three steps: (1)defining the communication objectives,(2)determining the strategies and tasks to attain them,and (3)estimating the costs associated with performance of these strategies and tasks.

Which of the following is NOT an advantage inherent in the flighting method of schedule advertising?

The two models that are commonly used to explain the relationship between advertising and sales are the:

The _____ method of budgeting is being employed when expenditures are allocated according information gathered to determine industry averages for advertising.The budget is set to maintain a level consistent with industry spending.

The Globe & Mail,Maclean's,and The National Post are all examples of:

Which of the following is NOT true about media planning?

In 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.What do these results imply?

Media buyers might choose to live with a relatively high degree of waste coverage because:

Which of the following is a limitation of transit as a media choice?

To calculate gross ratings points (GRPs),you will need to:

The _____ method is difficult to employ for a new company if no sales history is available,there is no basis of establishing the budget.

Each of the following is a media-usage characteristic which may affect the achievement of specific communication objectives EXCEPT:

The wide variety of media available to advertisers is called:

In a review of the literature on how allocation decisions are made between advertising and sales promotion,it was concluded that _____ factors play an important role in determining how communication dollars are spent.

Each of the following is a media characteristic which may affect the achievement of specific communication objectives EXCEPT:

____ is a summary measure that combines reach and frequency.

The major problem with the _____ budgeting method is a reversal of the cause and effect relationship.