 |
| 1 | |
Which of the following statements is true about media planning? |
| | 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) | The product and/or service being advertised affects the media planning process. |
| | E) | Large companies need not focus attention on the integration of creative work and media. |
|
|
|
| 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 |
|
|
|
| 3 | |
The index number is considered a good indicator of: |
| | A) | effective reach. |
| | B) | gross rating points (GRPs). |
| | C) | average frequency. |
| | D) | effective frequency. |
| | E) | market potential. |
|
|
|
| 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) | The availability of new media |
|
|
|
| 5 | |
When used in combination with other market information, the survey of buying power index helps marketers determine which _____ to target. |
| | A) | demographically-defined segments |
| | B) | psychographically-defined segments |
| | C) | geographical areas |
| | D) | product users |
| | E) | random samples |
|
|
|
| 6 | |
When an ad for items to celebrate the Chinese New Year that are only of interest to Chinese people 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 |
|
|
|
| 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 _____ schedule for its advertising. |
| | A) | flighting |
| | B) | continuity |
| | C) | geographical weighting |
| | D) | circulation |
| | E) | pulsing |
|
|
|
| 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. |
|
|
|
| 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 |
|
|
|
| 10 | |
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 costs per thousand (CPM) for Fit magazine is $206.06. |
| | B) | The costs per rating point (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 target costs per thousand (TCPM) for Fit magazine is higher than for Fitness. |
| | E) | There will be no duplicated reach even if an individual subscribes to both magazines. |
|
|
.