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) A) and B)
G) A) and C) D

Question 2

What are the two methods that advertisers use to accumulate reach?

Accepted Answer

An advertiser may accumulate r...

Question 3

Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity.

Accepted Answer

A) True 
 B)False

Question 4

The category development index is:

Accepted Answer

A)   published annually by the Federal Trade Commission.
B)   another way to express the advertising response curve.
C)   an indication of the sales potential of a particular brand in a specific target market.
D)   based on sales potential of the entire product category in a specific target market.
E)   an indication of the economic forecast for a specific product category.F) A) and B)
G) A) and C)

Question 5

List the six factors that are known to increase attention value.

Accepted Answer

The six factors are (a)audience involvement with editorial content or program material, (b)specialization of audience interest or identification, (c)number of competitive advertisers (the fewer the better), (d)audience familiarity with the advertiser's campaign, (e)quality of advertising reproduction,and (f)timeliness of advertising exposure.

Question 6

Which type of classification do media planners typically use to define their target audience?

Accepted Answer

Media planners typic...

Question 7

Which of the following factors is NOT known to increase attention value?

Accepted Answer

A)   Audience familiarity with advertiser's campaign.
B)   Audience involvement with editorial content or program material.
C)   Number of competitive advertisers.
D)   The timeliness of advertising exposure.
E)   Span of the media plan.F) B) and E)
G) A) and D)

Question 8

The elements of the _____ are the product concept,target audience,advertising message,and communications media.

Accepted Answer

A)   media action plan
B)   advertising mission
C)   creative mix
D)   media vision
E)   reach/frequency planF) A) and D)
G) D) and E) C

Question 9

Whether the print ad will be a half-page or a full-page and what page the ad will be located on are all decisions involving which element of the media mix?

Accepted Answer

A)   Mission
B)   Management
C)   Media category
D)   Mechanics
E)   MarketsF) B) and E)
G) All of the above

Question 10

The Phoenix Sun has 13,000 subscribers.Flower Power,a florist in the area,pays $800 for a full-page ad in the newspaper.What is the cost per thousand?

Accepted Answer

A)   $10
B)   $100
C)   $61.54
D)   $16.25
E)   $66.66F) A) and E)
G) A) and D)

Question 11

If the Franklin Commercial Appeal has 5,000 subscribers,and a bank pays $500 for a full-page ad in the newspaper,the CPM will equal $200 per thousand.

Accepted Answer

A) True 
 B)False

Question 12

According to the diagram that outlines the scope of the media-planning activities,what are the purposes of (a)the situation analysis,(b)the marketing plan,and (c)the advertising plan?

Accepted Answer

The purposes of these activities are as ...

Question 13

To develop an effective media strategy,media planners use the five Ms of the media mix.They are:

Accepted Answer

A)   message weight, message value, message reach, media vehicle, and motivation.
B)   marketing mix, media planning, media selection, media scheduling, and media implementation.
C)   markets, money, media, mechanics and methodology.
D)   message, motivation, money, management, and media.
E)   mission, marketing, medium, message, and motivation.F) A) and E)
G) All of the above

Question 14

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)   flighting
E)   prestige promotionF) B) and E)
G) A) and B)

Question 15

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 16

The Rome Journal has 6,000 subscribers.Puppy Groomers pays $600 for a half-page ad in the newspaper.What is the cost per thousand?

Accepted Answer

A)   $10
B)   $100
C)   $1,000
D)   $10,000
E)   $600F) B) and D)
G) None of the above

Question 17

Sixty percent of the total target market heard the radio spots for a title-loan company,at least once during a four-week period.The average frequency of the advertisement was four.Calculate the gross rating points.

Accepted Answer

A)   24
B)   6.67
C)   15
D)   240
E)   9.6F) B) and C)
G) A) and D)

Question 18

Who is responsible for answering questions such as "where should we advertise," "which media vehicles should we use," and "how often should we run the advertisement?"

Accepted Answer

A)   Communications experts
B)   Development planners
C)   Media planners
D)   Promotional managers
E)   Creative directorsF) A) and D)
G) B) and C)

Question 19

Advertisers should use the same media vehicles that their primary competitors dominate.

Accepted Answer

A) True 
 B)False

Question 20

Assume the audience for its six o'clock news on channel 5 is 115,000.During the months of April and May,a marketer of above-ground swimming pools ran 16 ads during the show.This is the only advertising the marketer did during those two months.Its _____ equals 1,840,000.

Accepted Answer

A)   message value
B)   medium specificity
C)   effective frequency
D)   BDI
E)   gross impressionF) B) and D)
G) A) and D)

Exam 9: Planning Media Strategy

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 Answer
verified
D

What are the two methods that advertisers use to accumulate reach?

Correct Answer
verified
An advertiser may accumulate r...
View Answer

Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity.

Correct Answer
verified

The category development index is:

Correct Answer
verified

List the six factors that are known to increase attention value.

Which type of classification do media planners typically use to define their target audience?

Correct Answer
verified
Media planners typic...
View Answer

Which of the following factors is NOT known to increase attention value?

Correct Answer
verified

The elements of the _____ are the product concept,target audience,advertising message,and communications media.

Correct Answer
verified
C

Whether the print ad will be a half-page or a full-page and what page the ad will be located on are all decisions involving which element of the media mix?

Correct Answer
verified

The Phoenix Sun has 13,000 subscribers.Flower Power,a florist in the area,pays $800 for a full-page ad in the newspaper.What is the cost per thousand?

Correct Answer
verified

If the Franklin Commercial Appeal has 5,000 subscribers,and a bank pays $500 for a full-page ad in the newspaper,the CPM will equal $200 per thousand.

Correct Answer
verified

According to the diagram that outlines the scope of the media-planning activities,what are the purposes of (a)the situation analysis,(b)the marketing plan,and (c)the advertising plan?

Correct Answer
verified
The purposes of these activities are as ...
View Answer

To develop an effective media strategy,media planners use the five Ms of the media mix.They are:

Correct Answer
verified

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 Answer
verified

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

Correct Answer
verified

The Rome Journal has 6,000 subscribers.Puppy Groomers pays $600 for a half-page ad in the newspaper.What is the cost per thousand?

Correct Answer
verified

Sixty percent of the total target market heard the radio spots for a title-loan company,at least once during a four-week period.The average frequency of the advertisement was four.Calculate the gross rating points.

Correct Answer
verified

Who is responsible for answering questions such as "where should we advertise," "which media vehicles should we use," and "how often should we run the advertisement?"

Correct Answer
verified

Advertisers should use the same media vehicles that their primary competitors dominate.

Correct Answer
verified

Assume the audience for its six o'clock news on channel 5 is 115,000.During the months of April and May,a marketer of above-ground swimming pools ran 16 ads during the show.This is the only advertising the marketer did during those two months.Its _____ equals 1,840,000.

Correct Answer
verified

Exam 9: Planning Media Strategy

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

What are the two methods that advertisers use to accumulate reach?

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

Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity.

Correct AnswerverifiedShow Answer

The category development index is:

Correct AnswerverifiedShow Answer

List the six factors that are known to increase attention value.

Which type of classification do media planners typically use to define their target audience?

Correct AnswerverifiedMedia planners typic...View AnswerShow Answer

Which of the following factors is NOT known to increase attention value?

Correct AnswerverifiedShow Answer

The elements of the _____ are the product concept,target audience,advertising message,and communications media.

Correct AnswerverifiedC

Whether the print ad will be a half-page or a full-page and what page the ad will be located on are all decisions involving which element of the media mix?

Correct AnswerverifiedShow Answer

The Phoenix Sun has 13,000 subscribers.Flower Power,a florist in the area,pays $800 for a full-page ad in the newspaper.What is the cost per thousand?

Correct AnswerverifiedShow Answer

If the Franklin Commercial Appeal has 5,000 subscribers,and a bank pays $500 for a full-page ad in the newspaper,the CPM will equal $200 per thousand.

Correct AnswerverifiedShow Answer

According to the diagram that outlines the scope of the media-planning activities,what are the purposes of (a)the situation analysis,(b)the marketing plan,and (c)the advertising plan?

Correct AnswerverifiedThe purposes of these activities are as ...View AnswerShow Answer

To develop an effective media strategy,media planners use the five Ms of the media mix.They are:

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

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

The Rome Journal has 6,000 subscribers.Puppy Groomers pays $600 for a half-page ad in the newspaper.What is the cost per thousand?

Correct AnswerverifiedShow Answer

Sixty percent of the total target market heard the radio spots for a title-loan company,at least once during a four-week period.The average frequency of the advertisement was four.Calculate the gross rating points.

Correct AnswerverifiedShow Answer

Who is responsible for answering questions such as "where should we advertise," "which media vehicles should we use," and "how often should we run the advertisement?"

Correct AnswerverifiedShow Answer

Advertisers should use the same media vehicles that their primary competitors dominate.

Correct AnswerverifiedShow Answer

Assume the audience for its six o'clock news on channel 5 is 115,000.During the months of April and May,a marketer of above-ground swimming pools ran 16 ads during the show.This is the only advertising the marketer did during those two months.Its _____ equals 1,840,000.

Correct AnswerverifiedShow Answer

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D

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An advertiser may accumulate r...
View Answer

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Media planners typic...
View Answer

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C

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The purposes of these activities are as ...
View Answer

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