Question 1

The _____ describes how the advertiser will achieve its stated media objectives.

Accepted Answer

A)   communications plan
B)   media mission
C)   marketing mix
D)   media strategy
E)   media executionF) A) and E)
G) None of the above

Question 2

The media plan is not influenced by the location and makeup of the target audience.

Accepted Answer

A) True 
 B)False

Question 3

What are the two methods to build reach?

Accepted Answer

An advertiser may accumulate r...

Question 4

What types of products usually use a flighting pattern for scheduling advertising?

Accepted Answer

A flighting schedule makes sen...

Question 5

Whereas reach measures the breadth of the media schedule,frequency measures the length of the advertisement.

Accepted Answer

A) True 
 B)False

Question 6

Gross rating points (GRPs)are calculated by adding the ratings of several media vehicles.

Accepted Answer

A) True 
 B)False

Question 7

What are the three principal methods for scheduling media? Describe each method and give an example of products that would benefit from each.

Accepted Answer

In a continuous schedule,advertising run...

Question 8

Which of the following refers to the number of different people or households exposed at least once to a medium during a given period of time?

Accepted Answer

A)   audience span
B)   exposure value
C)   reach
D)   message weight
E)   frequencyF) None of the above
G) C) and D)

Question 9

The person in charge of negotiating and contracting with the media is called a(n)

Accepted Answer

A)   ad traffic manager.
B)   art director.
C)   media director.
D)   media buyer.
E)   audience planner.F) B) and D)
G) A) and B)

Question 10

Telmar software is most likely used to help media planners

Accepted Answer

A)   calculate the reach and frequency of print ads.
B)   negotiate with media vehicles for appropriate rates.
C)   monitor the creative development process in ad agencies.
D)   determine the potential effectiveness of marketing plans.
E)   measure audience responses to public relations activities.F) B) and D)
G) A) and D)

Question 11

What assumption must be made in order for the theory behind the advertising response curve to be true?

Accepted Answer

A)   Effective reach is more significant than effective continuity.
B)   Reach and frequency multiplied together equals GRP.
C)   Continuity must be maintained on an even level.
D)   All ad exposures are equal.
E)   Creativity determines reach.F) C) and E)
G) B) and E)

Question 12

The _____ is the percentage of homes exposed to an advertising medium.

Accepted Answer

A)   circulation
B)   message weight
C)   gross rating points
D)   continuity
E)   ratingF) B) and C)
G) A) and C)

Question 13

The advertising response curve suggests that

Accepted Answer

A)   incremental expenses in advertising build with repeated exposures.
B)   a high degree of advertising exposure results in message spillover.
C)   there is little audience response at a low advertising frequency.
D)   effective frequency decreases as effective reach increases.
E)   continuity diminishes as effective frequency increases.F) None of the above
G) A) and B)

Question 14

Emotionally-oriented creative messages are best communicated with pulsing.

Accepted Answer

A) True 
 B)False

Question 15

Unlike a marketing plan,a developing a media plan starts with devising ingenious strategies,moves on to building specific tactics,and concludes with reviewing the market objectives.

Accepted Answer

A) True 
 B)False

Question 16

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)   the normalizing of huge advertising budgets
E)   the declining complexity of media buying and sellingF) All of the above
G) A) and D)

Question 17

Examine the three of the five factors that affect the probability of ad exposure and provide examples for each.

Accepted Answer

Five factors affect ...

Question 18

Audience objectives define the number of people the advertiser wants to reach.

Accepted Answer

A) True 
 B)False

Question 19

The technique of _____ is used to give television viewers the impression that the advertiser had bought a lot of air time even though the ad may have been shown only for a couple of nights.

Accepted Answer

A)   pulsing
B)   roadblocking
C)   media monopoly
D)   blinking
E)   prestige promotionF) B) and E)
G) B) and D)

Question 20

The term advertising impression refers to a possible exposure of the advertising message to one audience member.

Accepted Answer

A) True 
 B)False

Exam 14: Media Planning and Buying

The _____ describes how the advertiser will achieve its stated media objectives.

Correct AnswerverifiedShow Answer

What types of products usually use a flighting pattern for scheduling advertising?

Correct AnswerverifiedA flighting schedule makes sen...View AnswerShow Answer

Emotionally-oriented creative messages are best communicated with pulsing.

Correct AnswerverifiedShow Answer

What are the two methods to build reach?

Correct AnswerverifiedAn advertiser may accumulate r...View AnswerShow Answer

Which of the following refers to the number of different people or households exposed at least once to a medium during a given period of time?

Correct AnswerverifiedShow Answer

The _____ is the percentage of homes exposed to an advertising medium.

Correct AnswerverifiedShow Answer

What assumption must be made in order for the theory behind the advertising response curve to be true?

Correct AnswerverifiedShow Answer

The person in charge of negotiating and contracting with the media is called a(n)

Correct AnswerverifiedShow Answer

The advertising response curve suggests that

Correct AnswerverifiedShow Answer

Telmar software is most likely used to help media planners

Correct AnswerverifiedShow Answer

The technique of _____ is used to give television viewers the impression that the advertiser had bought a lot of air time even though the ad may have been shown only for a couple of nights.

Correct AnswerverifiedShow Answer

Examine the three of the five factors that affect the probability of ad exposure and provide examples for each.

Correct AnswerverifiedFive factors affect ...View AnswerShow Answer

What are the three principal methods for scheduling media? Describe each method and give an example of products that would benefit from each.

Correct AnswerverifiedIn a continuous schedule,advertising run...View AnswerShow Answer

Gross rating points (GRPs)are calculated by adding the ratings of several media vehicles.

Correct AnswerverifiedShow Answer

The media plan is not influenced by the location and makeup of the target audience.

Correct AnswerverifiedShow Answer

Unlike a marketing plan,a developing a media plan starts with devising ingenious strategies,moves on to building specific tactics,and concludes with reviewing the market objectives.

Correct AnswerverifiedShow Answer

Whereas reach measures the breadth of the media schedule,frequency measures the length of the advertisement.

Correct AnswerverifiedShow Answer

The term advertising impression refers to a possible exposure of the advertising message to one audience member.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Audience objectives define the number of people the advertiser wants to reach.

Correct AnswerverifiedShow Answer

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A flighting schedule makes sen...
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An advertiser may accumulate r...
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Five factors affect ...
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In a continuous schedule,advertising run...
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