Question 1

The two main components of the marketing objectives and strategies are business and brand aspects.

Accepted Answer

A) True 
 B)False  True

Question 2

The Brand Opportunity Index (BOI) is calculated by dividing the BDI by the CDI.

Accepted Answer

A) True 
 B)False  False

Question 3

Content is where the brand communicates while contact is where the brand connects with the audience.

Accepted Answer

A) True 
 B)False  True

Question 4

Some media are shifting from a conduit for brands to tell their stories to being brands themselves.

Accepted Answer

A) True 
 B)False

Question 5

The SWOT analysis includes an in-depth look at the brand's strengths, weaknesses, opportunities, and turmoils.

Accepted Answer

A) True 
 B)False

Question 6

Strengths and weaknesses are considered external factors in a SWOT while threats and opportunities are considered internal factors.

Accepted Answer

A) True 
 B)False

Question 7

You should never begin an advertising plan without establishing your objectives.

Accepted Answer

A) True 
 B)False

Question 8

Consumers connected through a generational cohort often have similar profiles with regard to demographics, history, and emotion.

Accepted Answer

A) True 
 B)False

Question 9

Media planners have to have many skill sets including research, behavioral science, and negotiating.

Accepted Answer

A) True 
 B)False

Question 10

It is common industry practice to establish goals and objectives to use certain media.

Accepted Answer

A) True 
 B)False

Question 11

Doing competitive media analysis allows you to come up with a strategy that copies your competition and makes media planning easy.

Accepted Answer

A) True 
 B)False

Question 12

Awareness levels, creative, competition, and target market are all considerations for establishing media objectives.

Accepted Answer

A) True 
 B)False

Question 13

The sales per distribution point analysis is a common way to determine where your brand is performing well but might have distribution weaknesses.

Accepted Answer

A) True 
 B)False

Question 14

Media planners are fond of geo-targeting because it faciliates unique CRM opportunities.

Accepted Answer

A) True 
 B)False

Question 15

Recency refers to the brand exposure closest to the point of purchase.

Accepted Answer

A) True 
 B)False

Question 16

There are two categories of paid media - advertising connections and consumer-supported content.

Accepted Answer

A) True 
 B)False

Question 17

Primacy refers to the brand exposure closest to the point of purchase.

Accepted Answer

A) True 
 B)False

Question 18

The media plan is most often tied in with the ""Product"" portion of the 4 Ps.

Accepted Answer

A) True 
 B)False

Question 19

The objectives funnel starts with advertising objectives that lead to marketing objectives that lead to media objectives.

Accepted Answer

A) True 
 B)False

Question 20

Audience fragmentation has made the channel planning manager's job of reaching large numbers of consumers quickly much easier.

Accepted Answer

A) True 
 B)False

Exam 7: Media Planning and Strategy: A Comprehensive Guide

The two main components of the marketing objectives and strategies are business and brand aspects.

The Brand Opportunity Index (BOI) is calculated by dividing the BDI by the CDI.

Content is where the brand communicates while contact is where the brand connects with the audience.

Some media are shifting from a conduit for brands to tell their stories to being brands themselves.

The SWOT analysis includes an in-depth look at the brand's strengths, weaknesses, opportunities, and turmoils.

Strengths and weaknesses are considered external factors in a SWOT while threats and opportunities are considered internal factors.

You should never begin an advertising plan without establishing your objectives.

Consumers connected through a generational cohort often have similar profiles with regard to demographics, history, and emotion.

Media planners have to have many skill sets including research, behavioral science, and negotiating.

It is common industry practice to establish goals and objectives to use certain media.

Doing competitive media analysis allows you to come up with a strategy that copies your competition and makes media planning easy.

Awareness levels, creative, competition, and target market are all considerations for establishing media objectives.

The sales per distribution point analysis is a common way to determine where your brand is performing well but might have distribution weaknesses.

Media planners are fond of geo-targeting because it faciliates unique CRM opportunities.

Recency refers to the brand exposure closest to the point of purchase.

There are two categories of paid media - advertising connections and consumer-supported content.

Primacy refers to the brand exposure closest to the point of purchase.

The media plan is most often tied in with the ""Product"" portion of the 4 Ps.

The objectives funnel starts with advertising objectives that lead to marketing objectives that lead to media objectives.

Audience fragmentation has made the channel planning manager's job of reaching large numbers of consumers quickly much easier.