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| 1 | |
Which of the following statements about media planning is true? |
| | A) | The media planning process is an easy one. |
| | B) | Electronic billboards, promotional products, and interactive media are forms of out-of-the-home media. |
| | C) | The product being advertised seldom influences the media planning process. |
| | D) | Media planning is a process, which means a number of decisions are made, each of which can be altered or abandoned as the plan develops. |
| | E) | All of the above statements about media planning are true. |
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| 2 | |
Which of the follow is a problem that contributes to the difficulty associated with media planning? |
| | A) | trade barriers |
| | B) | inconsistent terminology |
| | C) | form utility |
| | D) | information overload |
| | E) | countertrading |
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| 3 | |
The index number is considered a good indicator of: |
| | A) | effective reach |
| | B) | GRPs |
| | C) | average frequency |
| | D) | effective frequency |
| | E) | market potential |
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| 4 | |
Which of the following is an example of an internal factor that can influence media planning? |
| | A) | managerial and administrative capabilities |
| | B) | the rising costs of media |
| | C) | changes in technology |
| | D) | competitive factors |
| | E) | none of the above |
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| 5 | |
When used in combination with other market information, the survey of buying power index helps marketers determine the _____ to target. |
| | A) | demographically-defined segments |
| | B) | psychographically-defined segments |
| | C) | geographical areas |
| | D) | product users |
| | E) | random sample |
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| 6 | |
When an ad for items to celebrate the Chinese New Year is published in a local newspaper that reaches everyone in a community--not just its Chinese population, _____ has occurred. |
| | A) | communication irresponsibility |
| | B) | waste coverage |
| | C) | transformational integration |
| | D) | information overload |
| | E) | demographic coverage |
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| 7 | |
Timex watches are advertised during December when they are frequently purchased as gifts and at graduation time for the same reason. At other times of the year, you will not see ads for Timex watches. Timex uses a _____ schedule for its advertising. |
| | A) | flighting |
| | B) | continuity |
| | C) | geographical weighting |
| | D) | circulation |
| | E) | pulsing |
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| 8 | |
If an ad promoting the newest Brad Pitt movie is placed on two television shows, the total number of people exposed to the ad once is called: |
| | A) | duplicated frequency |
| | B) | duplicated reach |
| | C) | unduplicated reach |
| | D) | effective frequency |
| | E) | overlapping coverage |
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| 9 | |
Which of the following products will need to maximize reach, particularly unduplicated reach, to create awareness for the product in as many people as possible? |
| | A) | Tide detergent |
| | B) | Joy brand perfume, a specialty product |
| | C) | Bounty paper towels |
| | D) | strawberry-flavored Jell-O gelatin |
| | E) | Band-Aid liquid bandages, a new product |
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| 10 | |
Which of the following is an example of a media factor that is important in determining frequency levels? |
| | A) | brand loyalty |
| | B) | clutter |
| | C) | message variation |
| | D) | wearout |
| | E) | purchase cycles |
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| 11 | |
Why does an effective media strategy require a degree of flexibility? |
| | A) | as a result of market opportunities |
| | B) | as a result of market threats |
| | C) | due to the availability of media |
| | D) | due to changes in media or media vehicle |
| | E) | for all of the above reasons |
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| 12 | |
Assume the cost of a full-page ad in Fit magazine is $20,000, and the publication has a circulation of 98,000, and assume the cost of a full-page ad in Fitness magazine is $17,000, and its circulation is 82,500. Which of the following statements describes this situation? |
| | A) | The CPM for Fit magazine is $206.06. |
| | B) | The CPRP for Fitness magazine is $204.08. |
| | C) | With all things being equal, it costs slightly more to advertise in Fitness than it does in Fit. |
| | D) | The TCPM for Fitness magazine is higher than for Fit. |
| | E) | There will be no duplicated reach even if an individual subscribes to both magazines. |
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