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Multiple Choice Quiz
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1
Most companies use more than one medium because:
A)Different media have different features
B)Media strategies often call for a variety of media
C)A single communication vehicle can seldom reach everyone in the target market.
D)All of the above
E)None of the above
2
Which of the following is a brand touch point for the marketing communicator?
A)Company-created
B)Intrinsic
C)Customer-created
D)Unexpected
E)All of the above
3
The four-step media planning process includes all of the following except:
A)Identifying media targets
B)Selecting media skews
C)Selecting media objectives
D)Determining media strategies
E)Scheduling media placements
4
Which of these considerations/tools do media planners rely on to develop effective media plans?
A)Media costs
B)Reach and frequency
C)Media audience composition
D)The media environment
E)All of the above
5
In media planning, the definition of the term "skew" is:
A)A target audience's variation from the general population
B)A numerical indicator of the relative consumption rate in a particular market for a particular product category
C)A numerical indicator of a particular brand within a market
D)The percentage of a specified audience exposed one or more times to a particular communication vehicle within a specified period of time
E)The overlapping coverage of two or more communication vehicles
6
Most media vehicles ___________ their audiences in terms of demographics, psychographics, and product usage.
A)Profile
B)Flight
C)Optimize
D)Pulse
E)Analyze using quintiles
7
Determining the media mix involves decisions regarding which media to use and:
A)Teaser campaign objectives
B)Message optimization
C)How much of each media to use
D)Designated marketing success
E)Achievable variable mix
8
There are several quantitative media planning tools media planners use to develop the media plan. Of these tools, cost per thousand (CPM):
A)Determines what a communication vehicle charges to deliver a message to 1000 members of its audience
B)Is used to compare same-medium broadcast vehicles
C)Is an analysis that divides a target audience into equal segments and establishes an average frequency for each of these segments?
D)A technique to compare the cost-effectiveness of different media vehicles regardless of their media type on an individual response basis
E)None of the above
9
Media planners may need to adjust their media strategy for which of the following reasons:
A)Audience size
B)The complexity of the brand message
C)The product's price points
D)The stage the customers are in, in their buying decision processes
E)All of the above
10
Gwen knows that the audience for the magazine she is considering placing an ad in has a high percentage of readers who are neither customers nor prospects. Gwen is concerned about media:
A)Weight
B)Buying
C)Waste
D)Planning
E)Wearout
11
A payment to retail stores to get a firm's products on the shelves is called a.
A)Media buy
B)Reach payment
C)Slotting fee
D)Cost per thousand (CPM)
E)Brand buyer cost
12
The saying "It takes at least 3 times to make an impression" is a measure of:
A)Frequency
B)Duplication
C)Media planning
D)Media waste
E)Effective frequency
13
The media planning team decides to support a brand introduction with a GRP of 8,000 in the first four months. The team will have to balance:
A)Weight and Wearout
B)Duplication and Simplification
C)Share-of-voice and Slotting fees
D)Reach and frequency
E)Trends and exceptions





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