Question 1

_____ refers to the potential audience that might receive a message through a media vehicle.

Accepted Answer

A)  Frequency
B)  Reach
C)  Viewer number
D)  Coverage
E)  ExposureF) A) and C)
G) None of the above

Question 2

_____ refers to the relationship between the price paid for advertising time or space and the size of the audience delivered.

Accepted Answer

A)  Net contribution margin
B)  Net cost
C)  Absolute cost
D)  Relative cost
E)  Cost per media (CPM) F) A) and E)
G) All of the above D

Question 3

Which of the following is an advantage associated with direct mail advertising?

Accepted Answer

A)  low selectivity
B)  high repetition
C)  low cost per exposure
D)  low level of clutter
E)  opportunities for repeat exposuresF) A) and D)
G) A) and C)

Question 4

Which of the following statements best explains a difference between target ratings points (TRPs)  and gross rating points (GRPs) ?

Accepted Answer

A)  TRPs calculations use average frequency figures, whereas GRPs calculations do not.
B)  TRPs calculations do not include waste coverage, whereas GRPs calculations do.
C)  TRPs calculations use a duplicated reach estimate, whereas GRPs calculations do not.
D)  TRPs are used when selecting broadcast media, and GRPs are used for selecting print media.
E)  TRPs are used to indicate the total market coverage ratio, whereas GRPs are used to indicate primary market coverage ratio.F) A) and C)
G) None of the above

Question 5

In an attempt to standardize relative costing procedures, the broadcast and newspaper media have begun to provide

Accepted Answer

A)  costs per point.
B)  costs per CRPs.
C)  gross rating points.
D)  costs per thousand.
E)  costs per circulation.F) A) and E)
G) None of the above D

Question 6

The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

Accepted Answer

A)  media planning
B)  market segmentation
C)  target marketing
D)  organizational planning
E)  a communication hierarchyF) A) and B)
G) B) and E)

Question 7

Television commercials for Burton snow skis are run heavily between October and April; much less in May, August, and September; and not at all in June or July. Burton is using a(n)  _____ scheduling method.

Accepted Answer

A)  pulsing
B)  continuity
C)  flighting
D)  oscillating
E)  weighted ratingsF) A) and E)
G) B) and C) C

Question 8

Availability of new media and the rising costs of media are internal factors that influence media decisions.

Accepted Answer

A) True 
 B)False

Question 9

The brand development index (BDI) uses information regarding the product category in the numerator to understand the potential for development of the total product category.

Accepted Answer

A) True 
 B)False

Question 10

One of the advantages of direct-mail advertising is that it is clutter-free.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following statements describes an advantage inherent in the flighting method of scheduling?

Accepted Answer

A)  With flighting, there is no danger of wearout.
B)  Flighting creates cost efficiency by using advertising only during purchasing periods.
C)  Flighting helps in continuous advertising which in turn creates refutational appeal.
D)  Flighting enables retention of promotional messages by alternating periods of high and low advertising weight.
E)  Flighting serves as a constant reminder to consumers.F) A) and E)
G) B) and C)

Question 12

Media planners measured listenership of Volatile Heat FM during the months of February, July, and October to set the advertising rates.These audience measures conducted at specific time periods are known as

Accepted Answer

A)  sweeps periods.
B)  GRP flighting periods.
C)  frequency estimates.
D)  availabilities.
E)  upgraded media scheduling.F) A) and B)
G) A) and C)

Question 13

Which of the following techniques is most suitable for scheduling seasonal products such as Mother's Day cards and Valentine's Day candy?

Accepted Answer

A)  weighted ratings
B)  oscillating
C)  flighting
D)  pulsing
E)  continuityF) B) and C)
G) C) and D)

Question 14

Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market?

Accepted Answer

A)  Simmons Market Research Bureau
B)  Mediamark Research Inc.
C)  survey of buying power index
D)  BAR/LNA
E)  Standard Rates and Data ServiceF) None of the above
G) C) and D)

Question 15

Which of the following is an example of a media vehicle?

Accepted Answer

A)  a television set
B)  a fashion magazine
C)  direct marketing
D)  newspaper advertising
E)  an outdoor billboardF) A) and E)
G) B) and E)

Question 16

Instead of using minimum frequency, marketers should maximize reach based on average frequency to purchase GRPs.

Accepted Answer

A) True 
 B)False

Question 17

Media objectives are ends in themselves.
The media objectives are not ends in themselves.Rather, they are designed to lead to the attainment of communications and marketing objectives.

Accepted Answer

A) True 
 B)False

Question 18

The first step in developing a media plan is to

Accepted Answer

A)  create a media plan committee.
B)  set the media objectives.
C)  determine the reach, frequency, and coverage of all available media.
D)  select broad media classes.
E)  develop advertising campaigns.F) B) and C)
G) A) and B)

Question 19

Which of the following media scheduling strategies would most likely be used by a marketer of dishwashing detergent?

Accepted Answer

A)  ratings
B)  share
C)  flighting
D)  pulsing
E)  continuityF) A) and C)
G) B) and E)

Question 20

After calculating both the brand development index (BDI)  and the category development index (CDI) , a media planner obtains the following results: low BDI and low CDI.Which of the following is likely to be true of the product class and the product?

Accepted Answer

A)  high market share and good market potential
B)  low market share and good market potential
C)  high market share with required monitoring for sales decline
D)  low market share and poor market potential
E)  high market share but not a good market to advertise inF) A) and B)
G) A) and C)

Exam 10: Media Planning and Strategy

_____ refers to the potential audience that might receive a message through a media vehicle.

Correct AnswerverifiedShow Answer

_____ refers to the relationship between the price paid for advertising time or space and the size of the audience delivered.

Correct AnswerverifiedD

Which of the following is an advantage associated with direct mail advertising?

Correct AnswerverifiedShow Answer

Which of the following statements best explains a difference between target ratings points (TRPs) and gross rating points (GRPs) ?

Correct AnswerverifiedShow Answer

In an attempt to standardize relative costing procedures, the broadcast and newspaper media have begun to provide

Correct AnswerverifiedD

The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

Correct AnswerverifiedShow Answer

Television commercials for Burton snow skis are run heavily between October and April; much less in May, August, and September; and not at all in June or July. Burton is using a(n) _____ scheduling method.

Correct AnswerverifiedC

Availability of new media and the rising costs of media are internal factors that influence media decisions.

Correct AnswerverifiedShow Answer

The brand development index (BDI) uses information regarding the product category in the numerator to understand the potential for development of the total product category.

Correct AnswerverifiedShow Answer

One of the advantages of direct-mail advertising is that it is clutter-free.

Correct AnswerverifiedShow Answer

Which of the following statements describes an advantage inherent in the flighting method of scheduling?

Correct AnswerverifiedShow Answer

Media planners measured listenership of Volatile Heat FM during the months of February, July, and October to set the advertising rates.These audience measures conducted at specific time periods are known as

Correct AnswerverifiedShow Answer

Which of the following techniques is most suitable for scheduling seasonal products such as Mother's Day cards and Valentine's Day candy?

Correct AnswerverifiedShow Answer

Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market?

Correct AnswerverifiedShow Answer

Which of the following is an example of a media vehicle?

Correct AnswerverifiedShow Answer

Instead of using minimum frequency, marketers should maximize reach based on average frequency to purchase GRPs.

Correct AnswerverifiedShow Answer

Media objectives are ends in themselves. The media objectives are not ends in themselves.Rather, they are designed to lead to the attainment of communications and marketing objectives.

Correct AnswerverifiedShow Answer

The first step in developing a media plan is to

Correct AnswerverifiedShow Answer

Which of the following media scheduling strategies would most likely be used by a marketer of dishwashing detergent?

Correct AnswerverifiedShow Answer

After calculating both the brand development index (BDI) and the category development index (CDI) , a media planner obtains the following results: low BDI and low CDI.Which of the following is likely to be true of the product class and the product?

Correct AnswerverifiedShow Answer

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