Question 1

Reach refers to the number of people who will actually be exposed to and consume the advertising.

Accepted Answer

A) True 
 B)False  False

Question 2

For print media, firms like the Audit Bureau of Circulations count and verify the number of subscribers and then multiply by the estimated number of _____ to determine the total audience.

Accepted Answer

A)  opportunities to see
B)  gross impressions
C)  readers per copy
D)  rating points
E)  clicks per page C

Question 3

The cost of reaching target audiences is decreasing for all media due to greater number of media choices.

Accepted Answer

A) True 
 B)False  False

Question 4

Familiarity with the advertiser's campaign always affects motivation significantly but attention very little.

Accepted Answer

A) True 
 B)False

Question 5

Describe the three principal scheduling tactics used by media planners to build continuity in a campaign.

Accepted Answer

The answer of Describe the three principal scheduling tactics used...

Question 6

The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period.

Accepted Answer

A)  gross impressions
B)  frequency
C)  attention value
D)  effective reach
E)  gross rating points

Question 7

Major advertisers can ensure a big audience by simply advertising on TV.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is an advantage of using mobile media as a media vehicle?

Accepted Answer

A)  Many ad sizes available
B)  Immediate response
C)  Quick placement, local targeting
D)  Audience interest
E)  High quality graphics/reproduction

Question 9

Which of the following is true of media planning?

Accepted Answer

A)  Entry-level media positions are among the highest-paid jobs in the business.
B)  Separating the strategic planning and media planning groups into two departments increases the effectiveness of a campaign.
C)  The media planner's assignment is just as critical as the creative director's work.
D)  Historically, the people in the creative and account service departments have enjoyed relative anonymity compared to the people who plan and buy media.
E)  Marketers want advertising agencies to focus exclusively on increasing efficiency.

Question 10

The _____ defines the market need and the company's sales objectives and details strategies for attaining those objectives.

Accepted Answer

A)  mission statement
B)  top-down marketing plan
C)  marketing tactic
D)  product concept
E)  creative mix

Question 11

_____ refers to the total size of the audience for a set of ads or an entire campaign.

Accepted Answer

A)  Circulation value
B)  Attention value
C)  Frequency
D)  Message weight
E)  Gross impression

Question 12

Which of the following is an example of a nontraditional advertising medium?

Accepted Answer

A)  Television
B)  Newspapers
C)  DVD
D)  Magazines
E)  Radio

Question 13

_____, a method for scheduling media, is used for products and services that experience large fluctuations in demand throughout the year such as tax services.

Accepted Answer

A)  Bursting
B)  Roadblocking
C)  Blinking
D)  Pulsing
E)  Flighting

Question 14

As people come into and out of the market for goods and services every day, frequency provides a means of having the message there when it's most needed.

Accepted Answer

A) True 
 B)False

Question 15

The good media specialist today is actually a real advertising generalist.

Accepted Answer

A) True 
 B)False

Question 16

A(n) _____ media plan may cover several adjoining metropolitan areas, an entire state or province, or several neighboring states and may typically employ a combination of local media, spot TV and radio, and the Internet.

Accepted Answer

A)  regional
B)  national
C)  local
D)  international
E)  global

Question 17

The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.

Accepted Answer

A)  advertising impression
B)  exposure value
C)  continuity
D)  effective reach
E)  effective frequency

Question 18

List the two methods an advertiser may use to accumulate reach.

Accepted Answer

The answer of List the two methods an advertiser may...

Question 19

Spillover media offer potential cost savings through regional campaigns.

Accepted Answer

A) True 
 B)False

Question 20

The purpose of _____ is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.

Accepted Answer

A)  media planning
B)  psychographics
C)  intensive distribution
D)  personal communication
E)  direct marketing

Exam 9: Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Reach refers to the number of people who will actually be exposed to and consume the advertising.

For print media, firms like the Audit Bureau of Circulations count and verify the number of subscribers and then multiply by the estimated number of _____ to determine the total audience.

The cost of reaching target audiences is decreasing for all media due to greater number of media choices.

Familiarity with the advertiser's campaign always affects motivation significantly but attention very little.

Describe the three principal scheduling tactics used by media planners to build continuity in a campaign.

The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period.

Major advertisers can ensure a big audience by simply advertising on TV.

Which of the following is an advantage of using mobile media as a media vehicle?

Which of the following is true of media planning?

The _____ defines the market need and the company's sales objectives and details strategies for attaining those objectives.

_____ refers to the total size of the audience for a set of ads or an entire campaign.

Which of the following is an example of a nontraditional advertising medium?

_____, a method for scheduling media, is used for products and services that experience large fluctuations in demand throughout the year such as tax services.

As people come into and out of the market for goods and services every day, frequency provides a means of having the message there when it's most needed.

The good media specialist today is actually a real advertising generalist.

A(n) _____ media plan may cover several adjoining metropolitan areas, an entire state or province, or several neighboring states and may typically employ a combination of local media, spot TV and radio, and the Internet.

The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.

List the two methods an advertiser may use to accumulate reach.

Spillover media offer potential cost savings through regional campaigns.

The purpose of _____ is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.