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| 1 | |
Advertising media planners need to be as analytically competent as top financial officers and as creative as senior art directors and copywriters. |
| | A) | True |
| | B) | False |
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| 2 | |
The three elements of the creative mix are the target audience, the advertising message, and the communications media. |
| | A) | True |
| | B) | False |
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| 3 | |
Development of media planning does not involve the same process as marketing and advertising planning. |
| | A) | True |
| | B) | False |
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| 4 | |
If the product category sales of bottled green tea in San Joaquin is 7.80 percent of the amount sold in the entire U.S., then the CDI in the city is 39. |
| | A) | True |
| | B) | False |
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| 5 | |
The purpose of _____ is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time. |
| | A) | communications strategy |
| | B) | media targeting |
| | C) | media differentiation |
| | D) | media conceptualization |
| | E) | media planning |
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| 6 | |
The media department for a manufacturer of gardening tools is developing a media plan. Which of the following questions must be answered during the media planning process? |
| | A) | Should we advertise nationally or only in rural areas? |
| | B) | Should we use print or broadcast media? |
| | C) | Should we concentrate our advertising during the summer season? |
| | D) | How often should we run the ads? |
| | E) | all of the above |
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| 7 | |
Assume the audience for Dr. Phil on channel 11 is 115,000. During the months of February and March, a local health club ran 16 ads during the show. This is the only advertising the health club did during those two months. Its _____ equals 1,840,000. |
| | A) | OTSs |
| | B) | message weights |
| | C) | effective frequency numbers |
| | D) | GRPs |
| | E) | gross impressions |
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| 8 | |
If 60 percent of the 200,000 people in a target market tune in to the local country music radio station at least once during a given period of time, the station's _____ is 120,000. |
| | A) | rating |
| | B) | advertising impression |
| | C) | reach |
| | D) | frequency |
| | E) | media saturation |
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| 9 | |
The advertising response curve indicates that: |
| | A) | incremental response to advertising actually diminishes with repeated exposures |
| | B) | audience fragmentation actually increases effective reach |
| | C) | repeated exposures to ads actually increases advertising success |
| | D) | recency planning does not apply to advertising for services |
| | E) | probable exposures increase with audience fragmentation |
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| 10 | |
The advertising messages for the most recent Harry Potter movie were communicated through the use of a Web site, television commercials, newspaper ads, theater advertising, and publicity. The film company promoting this movie used a(n) _____ approach. |
| | A) | targeted media |
| | B) | mixed-media |
| | C) | media combination |
| | D) | marketing mix |
| | E) | environmental |
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| 11 | |
To reach its target audience, the Office of National Drug Control Policy creates advertising messages, such as "the coolest kids don't do drugs," which it uses extensively in a four to six weeks campaign. Then its policy is to stop all advertising for a two week period. After its hiatus, it returns with a different advertising message. What method for media scheduling is the Office of National Drug Control Policy using? |
| | A) | continuous |
| | B) | uninterrupted |
| | C) | flighting |
| | D) | incessant |
| | E) | time-sensitive |
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