Question 1

The _____ method for scheduling media alternates periods of advertising with periods of no advertising.

Accepted Answer

A) flighting 
B) bursting 
C) continuous 
D) roadblocking 
E) pulsing

Question 2

_____ refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks.

Accepted Answer

A) Circulation 
B) Exposure value 
C) Reach 
D) Message weight 
E) Frequency

Question 3

The _____ indicates the sales potential of a particular brand in a specific market area.

Accepted Answer

A) category development index 
B) brand domain 
C) effective reach 
D) brand equity 
E) brand development index

Question 4

The main purpose of media advertising is to communicate with customers more efficiently than through personal selling.

Accepted Answer

A) True 
 B)False

Question 5

The flowchart of a media plan is a graphic presentation of the total campaign to let the creative department, media department, account services, and the client see the pattern of media events that will occur throughout the campaign, usually over one year.

Accepted Answer

A) True 
 B)False

Question 6

Marketers are interested in those media opportunities that offer the largest audiences.

Accepted Answer

A) True 
 B)False

Question 7

Briefly describe the influence of increasing competition on media planning.

Accepted Answer

The answer of Briefly describe the influence of increasing competition...

Question 8

What is meant by effective reach and effective frequency?

Accepted Answer

The answer of What is meant by effective reach and...

Question 9

What are the five main factors that affect the probability of ad exposure?

Accepted Answer

The answer of What are the five main factors that...

Question 10

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

Accepted Answer

A) Combines sight, sound, and music 
B) Immediate response 
C) Interactive 
D) High quality graphics/reproduction 
E) Many ad sizes available

Question 11

Advertisers calculate frequency as the:

Accepted Answer

A) average number of times individuals or homes are exposed to a medium. 
B) number of different people or households exposed to an advertising schedule during a given time. 
C) predicted number of different people who will see an ad at least twice. 
D) variety of media types that must be used to reach the target market objectives. 
E) number of market segments that are targeted to attain total audience objectives.

Question 12

Communications objectives are stated in terms of reinforcing or modifying customer purchasing behavior or creating a perceptual change about the brand over time.

Accepted Answer

A) True 
 B)False

Question 13

_____, a method for scheduling media, refers to buying air time on all networks simultaneously.

Accepted Answer

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

Question 14

Advertisers use the _____ media scheduling pattern for products consumers purchase regularly.

Accepted Answer

A) continuous 
B) flighting 
C) pulsing 
D) bursting 
E) roadblocking

Question 15

_____ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.

Accepted Answer

A) Value-added packages 
B) Spillover media 
C) Television households 
D) Mixed-media approaches 
E) Media scheduling

Question 16

Which of the following is the purpose of an advertising plan?

Accepted Answer

A) To determine what to communicate through ads 
B) To plan activities that will solve one or more of the marketing problems 
C) To translate marketing and advertising objectives and strategies into goals that media can accomplish 
D) To translate media goals into general guidelines that will control the planner's selection and use of media 
E) To determine which broad class of media best fulfills the predetermined criteria

Question 17

What are the reasons for media planners to use a mixed-media approach?

Accepted Answer

The answer of What are the reasons for media planners...

Question 18

According to Cannon and Riordan's analysis, the _____ is convex and it indicates that the first exposure is the most effective, followed by diminishing returns.

Accepted Answer

A) effective reach 
B) advertising response curve 
C) FCB grid 
D) FAB response continuum 
E) effective frequency

Question 19

Advertisers use the continuous method of media scheduling for products and services that experience large fluctuations in demand throughout the year.

Accepted Answer

A) True 
 B)False

Question 20

For print media, _____ refers to the number of subscribers.

Accepted Answer

A) effective reach 
B) circulation 
C) advertising impression 
D) distribution objective 
E) exposure value

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

The _____ method for scheduling media alternates periods of advertising with periods of no advertising.

_____ refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks.

The _____ indicates the sales potential of a particular brand in a specific market area.

The main purpose of media advertising is to communicate with customers more efficiently than through personal selling.

The flowchart of a media plan is a graphic presentation of the total campaign to let the creative department, media department, account services, and the client see the pattern of media events that will occur throughout the campaign, usually over one year.

Marketers are interested in those media opportunities that offer the largest audiences.

Briefly describe the influence of increasing competition on media planning.

What is meant by effective reach and effective frequency?

What are the five main factors that affect the probability of ad exposure?

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

Advertisers calculate frequency as the:

Communications objectives are stated in terms of reinforcing or modifying customer purchasing behavior or creating a perceptual change about the brand over time.

_____, a method for scheduling media, refers to buying air time on all networks simultaneously.

Advertisers use the _____ media scheduling pattern for products consumers purchase regularly.

_____ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.

Which of the following is the purpose of an advertising plan?

What are the reasons for media planners to use a mixed-media approach?

According to Cannon and Riordan's analysis, the _____ is convex and it indicates that the first exposure is the most effective, followed by diminishing returns.

Advertisers use the continuous method of media scheduling for products and services that experience large fluctuations in demand throughout the year.

For print media, _____ refers to the number of subscribers.