Question 1

Which of the following statements is true about advertising reach?

Accepted Answer

A)  Reach refers to the number of times a viewer is exposed to an ad.
B)  Reach of a media vehicle can be defined as the "opportunities to see" an ad.
C)  Frequency level expressed in a media plan overstates the actual level of reach to an ad.
D)  The actual exposure to an ad is referred to as reach of a media vehicle.
E)  Reach is of trivial importance at later stages of the adoption hierarchy.

Question 2

Which of the following is considered an external factor that may influence the determination of media strategy?

Accepted Answer

A)  administrative capabilities
B)  the rising costs of media
C)  size of the media budget
D)  delegation of agency tasks
E)  organization of an agency

Question 3

Market analysis is the first step in the promotional planning process.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is considered an internal factor that may influence the determination of media strategy?

Accepted Answer

A)  the size of the media budget
B)  competitive factors
C)  changes in technology
D)  the development of new media
E)  the rising costs of media

Question 5

After calculating both the brand development index (BDI)  and the category development index (CDI) , a media planner obtains the following results: high BDI and low CDI.Which of the following information can be deduced from this data?

Accepted Answer

A)  good sales potential for both product and brand
B)  low market share for product but good market potential
C)  good market to advertise in but requires sales decline monitoring
D)  product category has high potential and brand is performing well
E)  poor market for advertising and potential for loss

Question 6

Which of the following factors reduces the effectiveness of a media plan?

Accepted Answer

A)  information overload
B)  product life cycle differences
C)  market segmentation
D)  time pressures
E)  audience diversity

Question 7

There is a strong correlation between social engagement and higher tune-in rates.

Accepted Answer

A) True 
 B)False

Question 8

Non-seasonal products, like laundry detergents or toiletries, are likely to use a _________________________ pattern of advertising.

Accepted Answer

A)  flighting
B)  continuity
C)  pulsing
D)  direct
E)  indirect

Question 9

A measure of potential reach in the broadcast industry that is expressed as a percentage is the TV, or radio, _____

Accepted Answer

A)  sweeps periods.
B)  frequency.
C)  index numbers.
D)  duplicated reach.
E)  program rating.

Question 10

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey a desired message.

Accepted Answer

A)  average frequency
B)  average reach
C)  effective reach
D)  GRP
E)  effective frequency

Question 11

Decisions on whether sole sponsorship or shared sponsorship is ideal are made during the media use decisions stage of developing a media plan.

Accepted Answer

A) True 
 B)False

Question 12

For which of the following products is an advertiser most likely to use a flighting schedule?

Accepted Answer

A)  cake mixes
B)  shampoo
C)  newspaper subscriptions
D)  snow tires
E)  candles

Question 13

Which of the following would most likely result in waste coverage?

Accepted Answer

A)  an ad for custom-build concession food trailers appearing in a trade journal
B)  a B2B ad appearing in a general fashion magazine
C)  a commercial for a soda drink appearing on a music channel
D)  a sports shoes commercial aired during a live telecast of a basketball match
E)  an ad for an organic fertilizer in a farm publication magazine

Question 14

Chef's Delight is a television show hosted by Kevin Bacon.If the show is a specific carrier of messages within the television medium, it is referred to as a

Accepted Answer

A)  media frequency.
B)  media segment.
C)  media vehicle.
D)  media strategy.
E)  media symbol.

Question 15

Which of the following is a creative factor that is used in determining frequency levels?

Accepted Answer

A)  message variation
B)  target group
C)  clutter
D)  attentiveness
E)  scheduling

Question 16

_____ are based on the total audience a media schedule may reach using a duplicated reach estimate.

Accepted Answer

A)  Gross rating points (GRPs) 
B)  Target rating points (TRPs) 
C)  Total target rating points (TTRPs) 
D)  Sweeps periods
E)  Coverage frequencies

Question 17

When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n)  _____ schedule is being employed.

Accepted Answer

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

Question 18

New brands or products need a very high level of reach

Accepted Answer

A)  in order to minimize the waste coverage.
B)  to make all potential buyers aware of the new entry.
C)  because they have an associated problem of overexposure.
D)  since they have low brand and category development indices.
E)  to facilitate continuity scheduling.

Question 19

Fabian wants to create awareness in the target market by creating a positive brand image through mood and creativity. This is an example of a(n)

Accepted Answer

A)  media objective.
B)  needledrop.
C)  medium integration.
D)  corporate vision.
E)  advertising vision.

Question 20

Which of the following statements is true of the flighting scheduling method?

Accepted Answer

A)  It results in a lack of awareness of promotional messages during nonscheduled times.
B)  It prohibits inclusion of more than one medium or media vehicle for advertising.
C)  It usually results in high costs and overexposure.
D)  It has a decreased likelihood of wearout.
E)  It follows a continuous pattern of advertising without gaps or nonadvertising periods.

Exam 10: Media Planning and Strategy

Which of the following would most likely result in waste coverage?

Correct AnswerverifiedShow Answer

When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n) _____ schedule is being employed.

Correct AnswerverifiedShow Answer

Which of the following statements is true about advertising reach?

Correct AnswerverifiedShow Answer

New brands or products need a very high level of reach

Correct AnswerverifiedShow Answer

Which of the following is considered an internal factor that may influence the determination of media strategy?

Correct AnswerverifiedShow Answer

Which of the following factors reduces the effectiveness of a media plan?

Correct AnswerverifiedShow Answer

Which of the following is a creative factor that is used in determining frequency levels?

Correct AnswerverifiedShow Answer

Market analysis is the first step in the promotional planning process.

Correct AnswerverifiedShow Answer

Chef's Delight is a television show hosted by Kevin Bacon.If the show is a specific carrier of messages within the television medium, it is referred to as a

Correct AnswerverifiedShow Answer

Fabian wants to create awareness in the target market by creating a positive brand image through mood and creativity. This is an example of a(n)

Correct AnswerverifiedShow Answer

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey a desired message.

Correct AnswerverifiedShow Answer

A measure of potential reach in the broadcast industry that is expressed as a percentage is the TV, or radio, _____

Correct AnswerverifiedShow Answer

Which of the following is considered an external factor that may influence the determination of media strategy?

Correct AnswerverifiedShow Answer

_____ are based on the total audience a media schedule may reach using a duplicated reach estimate.

Correct AnswerverifiedShow Answer

Which of the following statements is true of the flighting scheduling method?

Correct AnswerverifiedShow Answer

After calculating both the brand development index (BDI) and the category development index (CDI) , a media planner obtains the following results: high BDI and low CDI.Which of the following information can be deduced from this data?

Correct AnswerverifiedShow Answer

For which of the following products is an advertiser most likely to use a flighting schedule?

Correct AnswerverifiedShow Answer

Decisions on whether sole sponsorship or shared sponsorship is ideal are made during the media use decisions stage of developing a media plan.

Correct AnswerverifiedShow Answer

Non-seasonal products, like laundry detergents or toiletries, are likely to use a _________________________ pattern of advertising.

Correct AnswerverifiedShow Answer

There is a strong correlation between social engagement and higher tune-in rates.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified