Question 1

Which of the following budgeting procedures would be used if a firm wanted a method that is simple to understand and financially safe?

Accepted Answer

A)  Competitive parity 
B)  Marginal analysis 
C)  Percentage of sales 
D)  Objective and task 
A)  Competitive parity 
B)  Marginal analysis 
C)  Percentage of sales 
D)  Objective and task

Question 2

_____ is a method for allocating budgets designed to determine the investment value of the advertising appropriation.

Accepted Answer

A)  Payout planning 
B)  Percent of sales method 
C)  Objective and task 
D)  Arbitrary allocation 
A)  Payout planning 
B)  Percent of sales method 
C)  Objective and task 
D)  Arbitrary allocation

Question 3

_____ refers to the potential audience that might receive the message through a vehicle.

Accepted Answer

A)  Frequency 
B)  Reach 
C)  Exposure 
D)  Coverage 
A)  Frequency 
B)  Reach 
C)  Exposure 
D)  Coverage

Question 4

_____ is the number of times the target audience reached by a media vehicle is exposed to the vehicle over a specified period of time.

Accepted Answer

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

Question 5

The _____ is the specific carrier within a media class.

Accepted Answer

A)  media vehicle 
B)  medium 
C)  television message 
D)  media type 
A)  media vehicle 
B)  medium 
C)  television message 
D)  media type

Question 6

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

Accepted Answer

A)  Target audience selectivity 
B)  Creativity for cognitive responses 
C)  Lack of clutter 
D)  Creativity for emotional responses 
A)  Target audience selectivity 
B)  Creativity for cognitive responses 
C)  Lack of clutter 
D)  Creativity for emotional responses

Question 7

Under what conditions are advertisers more likely to achieve full audience coverage with their media buy?

Accepted Answer

A)  When they are targeting a small number of customers or potential customers 
B)  When the audience is fragmented 
C)  In a high-involvement purchase situation 
D)  When media coverage reaches people who are not potential buyers or current users 
A)  When they are targeting a small number of customers or potential customers 
B)  When the audience is fragmented 
C)  In a high-involvement purchase situation 
D)  When media coverage reaches people who are not potential buyers or current users

Question 8

Which scheduling method would be inappropriate for the product named?

Accepted Answer

A)  Spring-blooming bulbs-continuous 
B)  Soft drinks-pulsing 
C)  Snow blower-flighting 
D)  Accounting services-flighting 
A)  Spring-blooming bulbs-continuous 
B)  Soft drinks-pulsing 
C)  Snow blower-flighting 
D)  Accounting services-flighting

Question 9

Which of the following is NOT a part of the media plan?

Accepted Answer

A)  Media objectives 
B)  Frequency estimates 
C)  Marketing strategies 
D)  Determination of media coverage 
A)  Media objectives 
B)  Frequency estimates 
C)  Marketing strategies 
D)  Determination of media coverage

Question 10

For which of the following products is an advertiser most likely to use continuity scheduling?

Accepted Answer

A)  Swimming pool chemicals 
B)  Tickets to a hockey game 
C)  Laundry detergent 
D)  Wood burning stoves 
A)  Swimming pool chemicals 
B)  Tickets to a hockey game 
C)  Laundry detergent 
D)  Wood burning stoves

Question 11

In which of the following methods of budget determination is advertising considered an investment,similar to plant and equipment?

Accepted Answer

A)  Payout planning 
B)  Objective and task 
C)  ROI 
D)  Percentage of sales 
A)  Payout planning 
B)  Objective and task 
C)  ROI 
D)  Percentage of sales

Question 12

As a result of ___,large advertisers can maintain advertising shares that are smaller than their market shares because they get lower advertising rates and accrue the advantages of advertising several products jointly.

Accepted Answer

A)  economies of scale 
B)  differential advertising advantages 
C)  competitive parity 
D)  a concave-downward response 
E)  multiple advertising channels 
A)  economies of scale 
B)  differential advertising advantages 
C)  competitive parity 
D)  a concave-downward response 
E)  multiple advertising channels

Question 13

Top-down budgeting methods are commonly used because of:

Accepted Answer

A)  Their effectiveness 
B)  Upper management's desire for control 
C)  Their quantitative nature 
D)  The ease with which a manager can assess the impact of sales on ROI 
A)  Their effectiveness 
B)  Upper management's desire for control 
C)  Their quantitative nature 
D)  The ease with which a manager can assess the impact of sales on ROI

Question 14

CPM is an expression of ______ for various media vehicles.

Accepted Answer

A)  relative cost 
B)  absolute cost 
C)  compared reach 
D)  mode 
A)  relative cost 
B)  absolute cost 
C)  compared reach 
D)  mode

Question 15

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

Accepted Answer

A)  Target audience selectivity 
B)  Creativity for cognitive responses 
C)  Audience involvement 
D)  Amount of processing time 
A)  Target audience selectivity 
B)  Creativity for cognitive responses 
C)  Audience involvement 
D)  Amount of processing time

Question 16

The media planning process concludes with the ___,which summarizes many of the media strategy and media tactics decisions.

Accepted Answer

A)  marketing plan 
B)  blocking chart 
C)  advertising plan 
D)  CPM 
A)  marketing plan 
B)  blocking chart 
C)  advertising plan 
D)  CPM

Question 17

The estimated number of people who read the magazine without buying it is called:

Accepted Answer

A)  overexposure 
B)  absolute cost 
C)  pass-along rate 
D)  unduplicated reach 
A)  overexposure 
B)  absolute cost 
C)  pass-along rate 
D)  unduplicated reach

Question 18

As a result of economies of scale,smaller advertisers:

Accepted Answer

A)  are likely to enjoy more favourable advertising time and space than large advertisers 
B)  have declining average costs of product 
C)  get higher advertising rates than large advertisers 
D)  can maintain advertising shares that are smaller than their market shares 
A)  are likely to enjoy more favourable advertising time and space than large advertisers 
B)  have declining average costs of product 
C)  get higher advertising rates than large advertisers 
D)  can maintain advertising shares that are smaller than their market shares

Question 19

When executives determine the budget amounts to be allocated for each department's advertising expenditures,a _____ approach is being used.

Accepted Answer

A)  bottom-up 
B)  marginal contribution 
C)  top-down 
D)  contribution forecast 
A)  bottom-up 
B)  marginal contribution 
C)  top-down 
D)  contribution forecast

Question 20

In the marginal analysis approach to media budgeting,all of the following should be considered EXCEPT:

Accepted Answer

A)  sales 
B)  fixed costs of advertising 
C)  advertising expenditures and other variable costs 
D)  gross margin net worth 
A)  sales 
B)  fixed costs of advertising 
C)  advertising expenditures and other variable costs 
D)  gross margin net worth

Which of the following budgeting procedures would be used if a firm wanted a method that is simple to understand and financially safe?

_____ is a method for allocating budgets designed to determine the investment value of the advertising appropriation.

_____ refers to the potential audience that might receive the message through a vehicle.

_____ is the number of times the target audience reached by a media vehicle is exposed to the vehicle over a specified period of time.

The _____ is the specific carrier within a media class.

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

Under what conditions are advertisers more likely to achieve full audience coverage with their media buy?

Which scheduling method would be inappropriate for the product named?

Which of the following is NOT a part of the media plan?

For which of the following products is an advertiser most likely to use continuity scheduling?

In which of the following methods of budget determination is advertising considered an investment,similar to plant and equipment?

As a result of ___,large advertisers can maintain advertising shares that are smaller than their market shares because they get lower advertising rates and accrue the advantages of advertising several products jointly.

Top-down budgeting methods are commonly used because of:

CPM is an expression of ______ for various media vehicles.

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

The media planning process concludes with the ___,which summarizes many of the media strategy and media tactics decisions.

The estimated number of people who read the magazine without buying it is called:

As a result of economies of scale,smaller advertisers:

When executives determine the budget amounts to be allocated for each department's advertising expenditures,a _____ approach is being used.

In the marginal analysis approach to media budgeting,all of the following should be considered EXCEPT:

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

Which of the following budgeting procedures would be used if a firm wanted a method that is simple to understand and financially safe?

_____ is a method for allocating budgets designed to determine the investment value of the advertising appropriation.

_____ refers to the potential audience that might receive the message through a vehicle.

_____ is the number of times the target audience reached by a media vehicle is exposed to the vehicle over a specified period of time.

The _____ is the specific carrier within a media class.

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

Under what conditions are advertisers more likely to achieve full audience coverage with their media buy?

Which scheduling method would be inappropriate for the product named?

Which of the following is NOT a part of the media plan?

For which of the following products is an advertiser most likely to use continuity scheduling?

In which of the following methods of budget determination is advertising considered an investment,similar to plant and equipment?

As a result of ___,large advertisers can maintain advertising shares that are smaller than their market shares because they get lower advertising rates and accrue the advantages of advertising several products jointly.

Top-down budgeting methods are commonly used because of:

CPM is an expression of ______ for various media vehicles.

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

The media planning process concludes with the ___,which summarizes many of the media strategy and media tactics decisions.

The estimated number of people who read the magazine without buying it is called:

As a result of economies of scale,smaller advertisers:

When executives determine the budget amounts to be allocated for each department's advertising expenditures,a _____ approach is being used.

In the marginal analysis approach to media budgeting,all of the following should be considered EXCEPT:

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