Question 1

The situation in which media coverage exceeds the targeted audience is called:

Accepted Answer

A)  audience fragmentation 
B)  underexposure 
C)  waste coverage 
D)  excess media expenditure 
A)  audience fragmentation 
B)  underexposure 
C)  waste coverage 
D)  excess media expenditure

Question 2

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

Accepted Answer

A)  Geographic coverage 
B)  Cost efficiency 
C)  Media image 
D)  Frequency 
A)  Geographic coverage 
B)  Cost efficiency 
C)  Media image 
D)  Frequency

Question 3

Which strategy would be most likely to be used by a marketer of dishwashing detergent?

Accepted Answer

A)  Continuous 
B)  Share growth 
C)  Flighting 
D)  Pulsing 
A)  Continuous 
B)  Share growth 
C)  Flighting 
D)  Pulsing

Question 4

_____ is the measure of the number of different audience members exposed at least once to a media vehicle.

Accepted Answer

A)  Frequency 
B)  Reach 
C)  Viewer number 
D)  Exposure 
A)  Frequency 
B)  Reach 
C)  Viewer number 
D)  Exposure

Question 5

_____ is the number of times a receiver is exposed to a message in a given time period.

Accepted Answer

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

Question 6

According to the S-shaped response curve,:

Accepted Answer

A)  the effects of advertising quickly begin to diminish 
B)  the carryover effect is especially true for low-priced, frequently purchased consumer products 
C)  initial outlays of the advertising budget have little impact on sales 
D)  sales are not directly related to the size of the advertising budget 
A)  the effects of advertising quickly begin to diminish 
B)  the carryover effect is especially true for low-priced, frequently purchased consumer products 
C)  initial outlays of the advertising budget have little impact on sales 
D)  sales are not directly related to the size of the advertising budget

Question 7

When advertising scheduling involves constant advertising with heavier efforts being made at certain times,a(n)______ schedule is being employed.

Accepted Answer

A)  intermittent 
B)  pulsing 
C)  flighting 
D)  weighting 
A)  intermittent 
B)  pulsing 
C)  flighting 
D)  weighting

Question 8

The _____ function is based on the microeconomics law of diminishing returns.

Accepted Answer

A)  concave-upward 
B)  S-shaped demand 
C)  concave-downward 
D)  marginal utility 
A)  concave-upward 
B)  S-shaped demand 
C)  concave-downward 
D)  marginal utility

Question 9

If the circulation of the National Post is 400,000 readers,and the advertising cost per page is $50,000,the CPM is:

Accepted Answer

A)  $0.125 
B)  $125 
C)  $8 
D)  $0.008 
A)  $0.125 
B)  $125 
C)  $8 
D)  $0.008

Question 10

The major advantage of the ______ method is that the budget is derived by the objectives to be attained.

Accepted Answer

A)  ROI 
B)  competitive parity 
C)  objective and task 
D)  percentage of sales 
A)  ROI 
B)  competitive parity 
C)  objective and task 
D)  percentage of sales

Question 11

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

Accepted Answer

A)  Frequency 
B)  Reach 
C)  Audience involvement 
D)  Lack of processing time 
A)  Frequency 
B)  Reach 
C)  Audience involvement 
D)  Lack of processing time

Question 12

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

Accepted Answer

A)  Target audience selectivity 
B)  Audience attention 
C)  Media image 
D)  Geographic coverage 
A)  Target audience selectivity 
B)  Audience attention 
C)  Media image 
D)  Geographic coverage

Question 13

It is generally felt that consumers should get exposure to the message as close as possible to when they are going to make the purchase.On the basis of this idea,which would be the most effective scheduling method?

Accepted Answer

A)  Pulsing 
B)  Continuous 
C)  Behavioural 
D)  Flighting 
A)  Pulsing 
B)  Continuous 
C)  Behavioural 
D)  Flighting

Question 14

The S-shaped response curve suggests that:

Accepted Answer

A)  advertising effectiveness will not be related to spending 
B)  very low spending levels will not work 
C)  advertising effectiveness will vary according to spending levels 
D)  sales and spending on advertising are not directly related 
A)  advertising effectiveness will not be related to spending 
B)  very low spending levels will not work 
C)  advertising effectiveness will vary according to spending levels 
D)  sales and spending on advertising are not directly related

Question 15

The major problem with the use of cost per thousand figures is:

Accepted Answer

A)  determining pass-along rates 
B)  determining time spent reading the magazine 
C)  calculating cost estimates efficiently 
D)  determining an efficient way to estimate the effects of sweep periods 
A)  determining pass-along rates 
B)  determining time spent reading the magazine 
C)  calculating cost estimates efficiently 
D)  determining an efficient way to estimate the effects of sweep periods

Question 16

To set an advertising budget,Entree cologne first examines competitors' advertising to sales ratios published in trade magazines,and then allocates a percentage of sales dollars to the advertising effort.Which two budgeting methods are being employed?

Accepted Answer

A)  Competitive parity and percentage of sales 
B)  Competitive parity and payout planning 
C)  Payout planning and percentage of sales 
D)  Percentage of sales and objective and task 
A)  Competitive parity and percentage of sales 
B)  Competitive parity and payout planning 
C)  Payout planning and percentage of sales 
D)  Percentage of sales and objective and task

Question 17

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

Accepted Answer

A)  Scheduling flexibility 
B)  Frequency 
C)  Cost efficiency 
D)  Selective exposure 
A)  Scheduling flexibility 
B)  Frequency 
C)  Cost efficiency 
D)  Selective exposure

Question 18

Which of the following is NOT a top-down approach to budget setting?

Accepted Answer

A)  The affordable method 
B)  Payout planning 
C)  Competitive parity 
D)  Return on investment 
A)  The affordable method 
B)  Payout planning 
C)  Competitive parity 
D)  Return on investment

Question 19

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

Accepted Answer

A)  Selective exposure 
B)  Target audience selectivity 
C)  Absolute cost 
D)  Amount of processing time 
A)  Selective exposure 
B)  Target audience selectivity 
C)  Absolute cost 
D)  Amount of processing time

Question 20

Media planning is not an easy task.Each of the following explains one of the difficulties inherent in the process EXCEPT:

Accepted Answer

A)  insufficient information on audience figures 
B)  inconsistent terminology 
C)  difficulty in measuring the effectiveness of a medium 
D)  indifference of creative directors to the type of media chosen 
A)  insufficient information on audience figures 
B)  inconsistent terminology 
C)  difficulty in measuring the effectiveness of a medium 
D)  indifference of creative directors to the type of media chosen

The situation in which media coverage exceeds the targeted audience is called:

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

Which strategy would be most likely to be used by a marketer of dishwashing detergent?

_____ is the measure of the number of different audience members exposed at least once to a media vehicle.

_____ is the number of times a receiver is exposed to a message in a given time period.

According to the S-shaped response curve,:

When advertising scheduling involves constant advertising with heavier efforts being made at certain times,a(n)______ schedule is being employed.

The _____ function is based on the microeconomics law of diminishing returns.

If the circulation of the National Post is 400,000 readers,and the advertising cost per page is $50,000,the CPM is:

The major advantage of the ______ method is that the budget is derived by the objectives to be attained.

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

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

It is generally felt that consumers should get exposure to the message as close as possible to when they are going to make the purchase.On the basis of this idea,which would be the most effective scheduling method?

The S-shaped response curve suggests that:

The major problem with the use of cost per thousand figures is:

To set an advertising budget,Entree cologne first examines competitors' advertising to sales ratios published in trade magazines,and then allocates a percentage of sales dollars to the advertising effort.Which two budgeting methods are being employed?

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

Which of the following is NOT a top-down approach to budget setting?

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

Media planning is not an easy task.Each of the following explains one of the difficulties inherent in the process 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

The situation in which media coverage exceeds the targeted audience is called:

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

Which strategy would be most likely to be used by a marketer of dishwashing detergent?

_____ is the measure of the number of different audience members exposed at least once to a media vehicle.

_____ is the number of times a receiver is exposed to a message in a given time period.

According to the S-shaped response curve,:

When advertising scheduling involves constant advertising with heavier efforts being made at certain times,a(n)______ schedule is being employed.

The _____ function is based on the microeconomics law of diminishing returns.

If the circulation of the National Post is 400,000 readers,and the advertising cost per page is $50,000,the CPM is:

The major advantage of the ______ method is that the budget is derived by the objectives to be attained.

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

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

It is generally felt that consumers should get exposure to the message as close as possible to when they are going to make the purchase.On the basis of this idea,which would be the most effective scheduling method?

The S-shaped response curve suggests that:

The major problem with the use of cost per thousand figures is:

To set an advertising budget,Entree cologne first examines competitors' advertising to sales ratios published in trade magazines,and then allocates a percentage of sales dollars to the advertising effort.Which two budgeting methods are being employed?

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

Which of the following is NOT a top-down approach to budget setting?

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

Media planning is not an easy task.Each of the following explains one of the difficulties inherent in the process 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