Question 1

A product that may be consumed throughout the year,but has seasonal periods where consumption is higher might best employ a(n)_____ scheduling method.

Accepted Answer

A)  continuous 
B)  pulsing 
C)  flighting 
D)  oscillating 
A)  continuous 
B)  pulsing 
C)  flighting 
D)  oscillating

Question 2

Which of the following is NOT a factor affecting the choice of media used?

Accepted Answer

A)  Insufficient information on audience figures 
B)  The characteristics of the product or service 
C)  The behavioural objectives 
D)  The size of the budget 
A)  Insufficient information on audience figures 
B)  The characteristics of the product or service 
C)  The behavioural objectives 
D)  The size of the budget

Question 3

Given that a message is complex as far as comprehension is concerned,the strategy should be to maximize ______ at the expense of ______.

Accepted Answer

A)  Frequency; CPM 
B)  Reach; frequency 
C)  Reach; GRPs 
D)  Frequency; reach 
A)  Frequency; CPM 
B)  Reach; frequency 
C)  Reach; GRPs 
D)  Frequency; reach

Question 4

The most commonly utilized method of budget determination by large firms is:

Accepted Answer

A)  competitive parity 
B)  objective and task 
C)  percentage of sales 
D)  the affordable method 
A)  competitive parity 
B)  objective and task 
C)  percentage of sales 
D)  the affordable method

Question 5

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

Question 6

Which top-down budgeting method is being employed when expenditures are allocated by assigning a budget based on gut feelings?

Accepted Answer

A)  Arbitrary allocation 
B)  Percentage of sales 
C)  Affordable method 
D)  Payout planning 
A)  Arbitrary allocation 
B)  Percentage of sales 
C)  Affordable method 
D)  Payout planning

Question 7

Defining the communications objectives to be accomplished and estimating the costs associated with the performance of determined strategies and tasks are steps in the _____ method of budgeting.

Accepted Answer

A)  competitive parity 
B)  payout planning 
C)  objective and task 
D)  return on investment 
A)  competitive parity 
B)  payout planning 
C)  objective and task 
D)  return on investment

Question 8

A marketing firm decides to purchase media time in an attempt to sell its new product.After purchasing approximately $1 million of time,it has noticed no impact on the sales of the product.However,at $3 million,a substantial increase is shown.This might best be explained by:

Accepted Answer

A)  arbitrary allocation 
B)  the objective and task method 
C)  competitive parity 
D)  an S-shaped response 
A)  arbitrary allocation 
B)  the objective and task method 
C)  competitive parity 
D)  an S-shaped response

Question 9

Cost per thousand is a measure of the ______ of a particular media vehicle.

Accepted Answer

A)  reach 
B)  absolute cost 
C)  relative cost effectiveness 
D)  frequency 
A)  reach 
B)  absolute cost 
C)  relative cost effectiveness 
D)  frequency

Question 10

Unduplicated reach is:

Accepted Answer

A)  average reach multiplied by average frequency 
B)  duplicated reach plus total reach 
C)  total market coverage less duplicated reach 
D)  total reach less duplicated reach 
A)  average reach multiplied by average frequency 
B)  duplicated reach plus total reach 
C)  total market coverage less duplicated reach 
D)  total reach less duplicated reach

Question 11

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

Accepted Answer

A)  Target audience selectivity 
B)  Cost efficiency 
C)  Creativity for cognitive responses 
D)  Selective exposure 
A)  Target audience selectivity 
B)  Cost efficiency 
C)  Creativity for cognitive responses 
D)  Selective exposure

Question 12

Chrysler would probably wish to pursue a _____ scheduling strategy,while Rossignol Skis would use a _____ schedule.

Accepted Answer

A)  continuous; pulsing 
B)  flighting; pulsing 
C)  pulsing; flighting 
D)  continuous; continuous 
A)  continuous; pulsing 
B)  flighting; pulsing 
C)  pulsing; flighting 
D)  continuous; continuous

Question 13

Which of the following indices reflects a company with low market share in a given market?

Accepted Answer

A)  Low brand development index (BDI) 
B)  High brand development index (BDI) 
C)  Low category development index (CDI) 
D)  High category development index (CDI) 
A)  Low brand development index (BDI) 
B)  High brand development index (BDI) 
C)  Low category development index (CDI) 
D)  High category development index (CDI)

Question 14

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

Accepted Answer

A)  Target audience selectivity 
B)  Creativity for cognitive responses 
C)  Scheduling flexibility 
D)  Target audience coverage 
A)  Target audience selectivity 
B)  Creativity for cognitive responses 
C)  Scheduling flexibility 
D)  Target audience coverage

Question 15

In calculating both the Brand Development Index (BDI)and the Category Development Index (CDI)a media planner obtains the following results: Low BDI and High CDI.What do these results imply?

Accepted Answer

A)  High market share; good market potential 
B)  Low market share; good market potential 
C)  High market share; monitor for sales decline 
D)  Low market share; poor market potential 
A)  High market share; good market potential 
B)  Low market share; good market potential 
C)  High market share; monitor for sales decline 
D)  Low market share; poor market potential

Question 16

According to Media Digest's research on Canadian media expenditures,the media type which earns the highest revenues is:

Accepted Answer

A)  Internet 
B)  magazines 
C)  television 
D)  daily newspapers 
A)  Internet 
B)  magazines 
C)  television 
D)  daily newspapers

Question 17

According to the competitive parity budgeting method,the firm:

Accepted Answer

A)  matches the competition's percentage-of-sales expenditures 
B)  spends as much as it can 
C)  allocates some portion of planned sales for the period to advertising 
D)  spends the same total amount as its major competitors spend 
A)  matches the competition's percentage-of-sales expenditures 
B)  spends as much as it can 
C)  allocates some portion of planned sales for the period to advertising 
D)  spends the same total amount as its major competitors spend

Question 18

In calculating both the Brand Development Index (BDI)and the Category Development Index (CDI)a media planner obtains the following results: High BDI and Low CDI.What do these results imply?

Accepted Answer

A)  High market share and good market potential 
B)  Low market share and good market potential 
C)  High market share and monitor for sales decline 
D)  Low market share and poor market potential 
A)  High market share and good market potential 
B)  Low market share and good market potential 
C)  High market share and monitor for sales decline 
D)  Low market share and poor market potential

Question 19

Which of the following is a strength of radio as a media choice?

Accepted Answer

A)  Absolute cost 
B)  Amount of processing time 
C)  Clutter 
D)  Selective exposure 
A)  Absolute cost 
B)  Amount of processing time 
C)  Clutter 
D)  Selective exposure

Question 20

Which of the following statements provides a good rule of thumb for setting the advertising budget for a new product?

Accepted Answer

A)  Its advertising budget should be double that needed to maintain the desired market share. 
B)  Its advertising budget should be equal to that of the largest shareholder in the market. 
C)  Its advertising budget should be as much as the firm can afford. 
D)  Its advertising budget should be 10 percent greater than the average budget planned for the entire payout period. 
A)  Its advertising budget should be double that needed to maintain the desired market share. 
B)  Its advertising budget should be equal to that of the largest shareholder in the market. 
C)  Its advertising budget should be as much as the firm can afford. 
D)  Its advertising budget should be 10 percent greater than the average budget planned for the entire payout period.

A product that may be consumed throughout the year,but has seasonal periods where consumption is higher might best employ a(n)_____ scheduling method.

Which of the following is NOT a factor affecting the choice of media used?

Given that a message is complex as far as comprehension is concerned,the strategy should be to maximize at the expense of .

The most commonly utilized method of budget determination by large firms is:

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

Which top-down budgeting method is being employed when expenditures are allocated by assigning a budget based on gut feelings?

Defining the communications objectives to be accomplished and estimating the costs associated with the performance of determined strategies and tasks are steps in the _____ method of budgeting.

A marketing firm decides to purchase media time in an attempt to sell its new product.After purchasing approximately $1 million of time,it has noticed no impact on the sales of the product.However,at $3 million,a substantial increase is shown.This might best be explained by:

Cost per thousand is a measure of the ______ of a particular media vehicle.

Unduplicated reach is:

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

Chrysler would probably wish to pursue a _ scheduling strategy,while Rossignol Skis would use a _ schedule.

Which of the following indices reflects a company with low market share in a given market?

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

In calculating both the Brand Development Index (BDI)and the Category Development Index (CDI)a media planner obtains the following results: Low BDI and High CDI.What do these results imply?

According to Media Digest's research on Canadian media expenditures,the media type which earns the highest revenues is:

According to the competitive parity budgeting method,the firm:

In calculating both the Brand Development Index (BDI)and the Category Development Index (CDI)a media planner obtains the following results: High BDI and Low CDI.What do these results imply?

Which of the following is a strength of radio as a media choice?

Which of the following statements provides a good rule of thumb for setting the advertising budget for a new product?

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 10: Media Planning and Budgeting for IMC

A product that may be consumed throughout the year,but has seasonal periods where consumption is higher might best employ a(n)_____ scheduling method.

Which of the following is NOT a factor affecting the choice of media used?

Given that a message is complex as far as comprehension is concerned,the strategy should be to maximize ______ at the expense of ______.

The most commonly utilized method of budget determination by large firms is:

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

Which top-down budgeting method is being employed when expenditures are allocated by assigning a budget based on gut feelings?

Defining the communications objectives to be accomplished and estimating the costs associated with the performance of determined strategies and tasks are steps in the _____ method of budgeting.

A marketing firm decides to purchase media time in an attempt to sell its new product.After purchasing approximately $1 million of time,it has noticed no impact on the sales of the product.However,at $3 million,a substantial increase is shown.This might best be explained by:

Cost per thousand is a measure of the ______ of a particular media vehicle.

Unduplicated reach is:

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

Chrysler would probably wish to pursue a _____ scheduling strategy,while Rossignol Skis would use a _____ schedule.

Which of the following indices reflects a company with low market share in a given market?

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

In calculating both the Brand Development Index (BDI)and the Category Development Index (CDI)a media planner obtains the following results: Low BDI and High CDI.What do these results imply?

According to Media Digest's research on Canadian media expenditures,the media type which earns the highest revenues is:

According to the competitive parity budgeting method,the firm:

In calculating both the Brand Development Index (BDI)and the Category Development Index (CDI)a media planner obtains the following results: High BDI and Low CDI.What do these results imply?

Which of the following is a strength of radio as a media choice?

Which of the following statements provides a good rule of thumb for setting the advertising budget for a new product?

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Given that a message is complex as far as comprehension is concerned,the strategy should be to maximize at the expense of .

Chrysler would probably wish to pursue a _ scheduling strategy,while Rossignol Skis would use a _ schedule.