Question 1

Media planners often define media objectives by the advertising schedule's _____, 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 impressionsF) D) and E)
G) A) and E) D

Question 2

Bursting is used for high-ticket items that are purchased with careful consideration.

Accepted Answer

A) True 
 B)False

Question 3

Companies practicing integrated marketing communications should be concerned about everything that carries a message to and/or from customers and other stakeholders.

Accepted Answer

A) True 
 B)False

Question 4

Assume that 30 percent of television households had the opportunity to hear a commercial produced by the Virginia Board of Tourism four times over a four-week period. What would be the GRP (gross rating points)  for the commercial?

Accepted Answer

A)   120
B)   160
C)   180
D)   200
E)   220F) B) and D)
G) A) and C)

Question 5

As an element of the media mix, the term _____ refers to the overall strategy of selecting media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives.

Accepted Answer

A)   media
B)   methodology
C)   mechanics
D)   message
E)   motivationF) None of the above
G) C) and E)

Question 6

To achieve greater reach on a limited budget, some frequency and/or continuity has to be sacrificed.

Accepted Answer

A) True 
 B)False

Question 7

The two ways to express _____ are gross impressions and gross rating points.

Accepted Answer

A)   medium delivery power
B)   audience perception
C)   audience receptivity
D)   medium capability
E)   message weightF) A) and D)
G) A) and B)

Question 8

Fragmentation of the media audience has led to increased complexity in media planning.

Accepted Answer

A) True 
 B)False  True

Question 9

Which of the following statements about a medium's audience is most likely true?

Accepted Answer

A)   Data on the size of media audiences are almost nonexistent.
B)   It is unethical for media vehicles to attract advertisers with audience demographics.
C)   The content of the media vehicle tends to determine the type of people in the audience.
D)   Audience refers to the number of people who remember seeing or hearing an advertisement.
E)   Most media planners are unconcerned about audience size because psychographic data is typically fabricated.F) A) and B)
G) A) and C)

Question 10

Advertisers define frequency as the:

Accepted Answer

A)   number of times an advertising message reaches the same person or household in a specified time period.
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.F) A) and E)
G) C) and D)

Question 11

_____ measures the intensity of a media schedule.

Accepted Answer

A)   Exposure value
B)   Attention value
C)   Reach
D)   Opportunity to see (OTS) 
E)   FrequencyF) None of the above
G) A) and E) E

Question 12

Which statement is most likely true about media buyers?

Accepted Answer

A)   Media buyers tend to specialize in a single medium.
B)   Placing an ad is a quick and easy process for media buyers.
C)   Rate cards prohibit media buyers from negotiating on price.
D)   Few media buyers communicate with media representatives.
E)   In small agencies, media buyers usually specialize in one medium.F) A) and B)
G) B) and D)

Question 13

Campbell's, the soup manufacturer, maintains a low-level of advertising during the entire year, but Campbell's advertises heavily during the winter months when people are cold and looking for something to help warm them up. What kind of advertising strategy is Campbell's most likely using?

Accepted Answer

A)   Sporadic
B)   Pulsing
C)   Rotation
D)   Bursting
E)   PeriodicF) C) and D)
G) B) and E)

Question 14

What are the purposes of (a) the situation analysis, (b) the marketing plan, and (c) the advertising plan?

Accepted Answer

The purpose of situation analysis-purpos...

Question 15

Why is media planning a more complicated process today than it was 10 years ago?

Accepted Answer

A)   The discovery of more sophisticated marketing research techniques
B)   The diminishing number of media available to advertisers
C)   The increasing fragmentation of the audience
D)   Huge advertising budgets becoming the norm
E)   Declining complexity in media buying and sellingF) B) and D)
G) A) and D)

Question 16

The Amazing Race television show on CBS, Better Homes and Gardens magazine, and billboards along interstate highways are all examples of media vehicles.

Accepted Answer

A) True 
 B)False

Question 17

Differentiate between effective frequency and effective reach.

Accepted Answer

Effective reach describes the quality of...

Question 18

All of the following are factors known to increase attention value EXCEPT:

Accepted Answer

A)   audience involvement with program material or editorial content.
B)   audience familiarity with the advertiser's campaign.
C)   brand differentiation in the advertisement.
D)   quality of advertising reproduction.
E)   timeliness of advertising exposure.F) None of the above
G) A) and E)

Question 19

Which of the following methods of scheduling media would be most effective for a new retailer with a slim advertising budget?

Accepted Answer

A)   Pulsing
B)   Blinking
C)   Bursting
D)   Continuity
E)   RoadblockingF) A) and D)
G) B) and C)

Question 20

_____ refers to a scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads.

Accepted Answer

A)   Flighting
B)   Pulsing
C)   Roadblocking
D)   Blinking
E)   BurstingF) None of the above
G) D) and E)

Exam 14: Media Planning and Buying

Media planners often define media objectives by the advertising schedule's _____, the total size of the audience for a set of ads or an entire campaign.

Correct AnswerverifiedD

Bursting is used for high-ticket items that are purchased with careful consideration.

Correct AnswerverifiedShow Answer

Companies practicing integrated marketing communications should be concerned about everything that carries a message to and/or from customers and other stakeholders.

Correct AnswerverifiedShow Answer

Assume that 30 percent of television households had the opportunity to hear a commercial produced by the Virginia Board of Tourism four times over a four-week period. What would be the GRP (gross rating points) for the commercial?

Correct AnswerverifiedShow Answer

As an element of the media mix, the term _____ refers to the overall strategy of selecting media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives.

Correct AnswerverifiedShow Answer

To achieve greater reach on a limited budget, some frequency and/or continuity has to be sacrificed.

Correct AnswerverifiedShow Answer

The two ways to express _____ are gross impressions and gross rating points.

Correct AnswerverifiedShow Answer

Fragmentation of the media audience has led to increased complexity in media planning.

Correct AnswerverifiedTrue

Which of the following statements about a medium's audience is most likely true?

Correct AnswerverifiedShow Answer

Advertisers define frequency as the:

Correct AnswerverifiedShow Answer

_____ measures the intensity of a media schedule.

Correct AnswerverifiedE

Which statement is most likely true about media buyers?

Correct AnswerverifiedShow Answer

Campbell's, the soup manufacturer, maintains a low-level of advertising during the entire year, but Campbell's advertises heavily during the winter months when people are cold and looking for something to help warm them up. What kind of advertising strategy is Campbell's most likely using?

Correct AnswerverifiedShow Answer

What are the purposes of (a) the situation analysis, (b) the marketing plan, and (c) the advertising plan?

Correct AnswerverifiedThe purpose of situation analysis-purpos...View AnswerShow Answer

Why is media planning a more complicated process today than it was 10 years ago?

Correct AnswerverifiedShow Answer

The Amazing Race television show on CBS, Better Homes and Gardens magazine, and billboards along interstate highways are all examples of media vehicles.

Correct AnswerverifiedShow Answer

Differentiate between effective frequency and effective reach.

Correct AnswerverifiedEffective reach describes the quality of...View AnswerShow Answer

All of the following are factors known to increase attention value EXCEPT:

Correct AnswerverifiedShow Answer

Which of the following methods of scheduling media would be most effective for a new retailer with a slim advertising budget?

Correct AnswerverifiedShow Answer

_____ refers to a scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads.

Correct AnswerverifiedShow Answer

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E

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The purpose of situation analysis-purpos...
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Effective reach describes the quality of...
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