question

85) A media strategy is the process of: A) investigating the media usage of a product's target market B) analyzing and choosing media for an advertising and promotions campaign C) selecting the outlets of each media that will be used for an advertising campaign D) choosing the proper appeal, message, strategy, and execution

answer

B) analyzing and choosing media for an advertising and promotions campaign

question

86) The part of the media plan that reviews the fundamental marketing program is a(n): A) marketing analysis B) advertising analysis C) media strategy D) media mix

answer

A) marketing analysis

question

87) The part of the media plan that spells out the media to be used and creative considerations is the: A) marketing analysis B) advertising analysis C) media strategy D) media mix

answer

C) media strategy

question

88) The part of the media plan that notes when and where ads will appear is the: A) marketing analysis B) advertising analysis C) media strategy D) media schedule

answer

D) media schedule

question

89) The part of the media plan that states measures of goal achievements and the rationale for choices is the: A) marketing analysis B) advertising analysis C) media strategy D) justification and summary

answer

D) justification and summary

question

90) Which individual formulates a plan as to where and when ads should run? A) the creative B) the media planner C) the media buyer D) the client

answer

B) the media planner

question

91) The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the: A) creative side of the agency B) account side of the agency C) media planning and buying side of the agency D) client

answer

C) media planning and buying side of the agency

question

92) Conducting research that matches the product to the media and the target market is the primary task of the: A) creative B) media planner C) media buyer D) client company

answer

B) media planner

question

93) Declining sales led the producers of S.O.S. scrubbing pads to advertise in women's magazines. The person most likely to provide this suggestion would be: A) the creative B) the media planner C) the media buyer D) the client

answer

B) the media planner

question

94) The individual that negotiates rates for space on billboards and in magazines is the: A) creative B) media planner C) media buyer D) client

answer

C) media buyer

question

95) What is the relationship between the size of an ad agency and the price it pays for spots on television or radio? A) the bigger the company, the more that will be paid for advertising B) the bigger the company, the less that will be paid for advertising C) medium-sized companies get the best deal D) there is no consistent relationship

answer

D) there is no consistent relationship

question

96) Effectiveness in buying media time and space is dependent on each of the following factors, except: A) agency culture and track record B) relationship between the agency and the medium's sales representative C) size of the agency D) creativity of the media buyer

answer

C) size of the agency

question

97) A spot ad is: A) a one-time placement of an ad on a local television station B) one that is placed in a specific location in an ad sequence C) the placement of an ad series on a specific television show D) a one-time placement of an ad in a magazine or other print media

answer

A) a one-time placement of an ad on a local television station

question

98) The number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period is: A) reach B) frequency C) demographics D) impressions

answer

A) reach

question

99) Reach is: A) the number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period B) the number of people who place a particular brand into their evoked sets C) the number of people who purchase a product in a given time period D) the number of people who use a certain medium in a four week time period

answer

A) the number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period

question

100) In terms of measuring reach and frequency, the typical time period is: A) one week B) four weeks C) eight weeks D) one year

answer

B) four weeks

question

101) The average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period is: A) reach B) frequency C) demographics D) impressions

answer

B) frequency

question

102) Frequency is the: A) number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period B) number of people who place a particular brand into their evoked sets C) number of people who purchase the product D) average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period

answer

D)

question

103) Among the following ad campaigns, frequency would be highest for: A) six 15-second television spots B) one 45-second television spot C) five 30-second television spot D) four 15-second television spots

answer

A) six 15 second television spots

question

104) A company seeking to build brand awareness through repeated exposures of the same ads is using the concept of high: A) frequency B) continuity C) exposure D) reach

answer

A) frequency

question

105) OTS stands for: A) outstanding test series B) overview of theory sequence C) opportunity to see D) oldest time score

answer

C) opportunity to see

question

106) Which is the most commonly used measure in media planning? A) reach B) opportunity to see (OTS) C) gross rating points (GRP) D) cost per thousand (CPM)

answer

B) opportunity to see (OTS)

question

107) If an advertisement is placed in three different places in Glamour and then runs for five issues, the number of opportunities to see (OTS) would be: A) 3 B) 5 C) 15 D) depends on the gross rating points for Glamour

answer

C) 15

question

108) The cumulative exposures achieved in a given time period is called: A) cost per thousand (CPM) B) gross rating points (GRP) C) opportunities to see (OTS) D) reach and frequency

answer

C) opportunities to see (OTS)

question

109) A measure of the impact or intensity of a media plan is: A) cost per thousand (CPM) B) gross rating points (GRP) C) opportunities to see (OTS) D) reach and frequency

answer

B) gross rating points (GRP)

question

110) Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the: A) cost per thousand (CPM) B) gross rating points (GRP) C) opportunities to see (OTS) D) reach and frequency

answer

B) gross rating points (GRP)

question

111) Multiplying a vehicle's rating times opportunities to see (OTS) for an advertisement calculates the: A) cost per thousand (CPM) B) gross rating points (GRP) C) cost per rating point (CPRP) D) frequency

answer

B) gross rating points (GRP)

question

112) If an advertisement appears on CSI three times and CSI has a Nielsen rating of 12.3, the gross rating points (GRP) would be: A) 4.1 B) 12.3 C) 36.9

answer

C) 36.9

question

113) The dollar cost of reaching 1,000 members of a media vehicle's audience is the: A) cost per thousand (CPM) B) gross rating points (GRP) C) cost per million D) effective reach

answer

A) cost per thousand (CPM)

question

114) If the CPM for National Geographic is $16.44, it means it will cost $16.44 to reach: A) the selected target audience B) one thousand readers C) 1,644 readers D) one million readers

answer

B) one thousand readers

question

115) If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the CPM would be: A) $50.00 B) $500.00 C) $20.00 D) cannot be determined from the information given

answer

A) $50.00

question

116) CPRP stands for: A) cost per rotation program B) closest programmed ratings plan C) cost per rating point D) cumulative program for ratings points

answer

C) cost per rating point

question

117) Which of the following is a relative measure of the efficiency of a media vehicle relative to a firm's target market? A) gross rating points (GRPs) B) opportunities to see (OTS) C) gross impressions D) cost per rating point (CPRP)

answer

D) cost per rating point (CPRP)

question

118) Cost per rating point (CPRP) is the: A) number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period B) measure of the impact or intensity of a media plan C) relative measure of the efficiency of a media vehicle relative to a firm's target market D) average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period

answer

C) relative measure of the efficiency of a media vehicle relative to a firm's target market

question

119) Cost per rating point (CPRP) is calculated as: A) cost of media buy divided by the vehicle's rating B) cost of media buy multiplied by the number of viewers C) ratings divided by gross exposures D) cost of media buy divided by gross exposures

answer

A) cost of media buy divided by the vehicle's rating

question

120) If an advertisement costs $200,000, the number of viewers is 2,000,000, and the rating is 2.0, then the cost per rating point (CPRP) is: A) $100 B) $1,000 C) $10,000 D) $100,000

answer

D) $100,000

question

121) The technique designed to calculate an advertisement's cost in reaching a particular product's target market is: A) effective frequency B) target reach C) weighted or demographic CPM D) cost per rating point

answer

C) weighted or demographic CPM

question

122) If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the advertiser's target profile, the weighted (or demographic) cost per thousand (CPM) would be: A) $25 B) $250 C) $2,500 D) $10

answer

B) $250

question

123) The exposure pattern or schedule used in an ad campaign is called: A) continuity B) discontinuity campaign C) reach D) frequency

answer

A) continuity

question

124) Using media time in a steady stream throughout an entire year is which type of media budget schedule? A) continuous B) pulsating C) flighting, or discontinuous D) frequency

answer

A) continuous

question

125) A company that manufactures washing machines is most likely to invest in which type of advertising campaign? A) continuous campaign B) flighting, or discontinuous, campaign C) reach campaign D) pulsating campaign

answer

A) continuous campaign

question

126) The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is: A) continuous B) gross impressions C) pulsating D) flighting, or discontinuous

answer

C) pulsating

question

127) A company that advertises some all year round, but more during the holidays is using: A) a continuous campaign B) gross impressions C) a pulsating campaign D) a flighting (or discontinuous) campaign

answer

C) a pulsating campaign

question

128) When advertisements are used at special intervals with none in-between, which media budgeting method is being used? A) continuous B) gross impressions C) pulsating D) flighting, or discontinuous

answer

D) flighting, or discontinuous

question

129) A summer camp with horse-riding trails that are open only from March to September would tend to budget media using which type of schedule? A) continuous B) reach-based C) pulsating D) flighting, or discontinuous

answer

D) flighting or discontinuous

question

130) Gross impressions are: A) the total exposures of an audience to an advertisement B) calculated considering the percentage of a total audience who viewed an ad C) viewer reactions to the ad D) viewer loyalty to the medium

answer

A) the total exposures of an audience to an advertisement

question

131) Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions? A) 10,000 B) 40,000 C) 50,000

answer

C) 50,000

question

132) The three-exposure hypothesis suggests that: A) ads in three different media need to be used to have the maximum impact B) a minimum of three exposures to an ad is necessary to be effective C) a maximum of three exposures to an ad is necessary to be effective D) three exposures to an ad will only work if the person viewing the ad is in the market for that particular product

answer

B) a minimum of three exposures to an ad is necessary to be effective

question

133) Many advertisers doubt the validity of the three-exposure hypothesis primarily because of: A) the number of media now available to advertisers has increased substantially B) ad clutter C) the power of the Internet D) the synergistic effect of using multiple media in an advertising campaign

answer

B) ad clutter

question

134) The traditional three-exposure hypothesis is based on: A) selective attention exposure B) effective reach and effective frequency C) intrusion value D) media multiplier effect

answer

C) intrusion

question

135) Intrusion value is: A) the ability of an ad to capture a viewer's attention without his or her voluntary attention B) the degree to which an ad is involuntarily recalled C) the perception that an ad was effective D) using separate attention process

answer

A) the ability of an ad to capture a viewer's attention without his or her voluntary attention

question

136) Recency theory is based on: A) the concept that the last ad a person sees has the greatest impact B) the concept that at least three exposures to an ad are necessary for the ad to be effective C) the concept of intrusion value D) the belief that consumers have selective attention

answer

D) the belief that consumers have selective attention

question

137) Recency theory suggests that a member in a buying center about ready to purchase a copier has: A) to see at least three ads for copier machines before it is noticed B) an intrusion threshold for copier ads C) selective attention to copier ads D) high interest in copier ads on a year-round basis

answer

C) selective attention to copier

question

138) Which approach suggests that one ad exposure is enough to affect an audience when that person or business needs the product or has an interest in the product? A) three-hypothesis theory B) recency theory C) the media multiplier effect D) the intrusion value concept

answer

B) recency theory

question

139) Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him. Now every ad for jewelry catches his attention. The approach that explains this is: A) intrusion value B) media multiplier effect C) recency theory D) three-exposure hypothesis

answer

C) recency theory

question

140) Based on recency theory, the best media strategy for a firm advertising lawn mowers would be to: A) place an ad in few media, but use a high frequency level B) maximize reach through using multiple media and multiple outlets C) maximize frequency through using just a few media outlets D) utilize broadcast media that offer the lowest CPM

answer

B) maximize reach through using multiple media and multiple outlets

question

141) Effective frequency refers to the: A) number of times a target audience must be exposed to an ad for it to be effective B) percentage of the audience that must be exposed to an ad to achieve an objective C) percentage of the audience that has seen the ad a minimum of three times D) degree of selective attention given by the target audience relative to the objective

answer

A) number of times a target audience must be exposed to an ad for it to be effective

question

142) The number of times a target audience must be exposed to a message to achieve a particular objective is called: A) gross rating points B) effective reach C) effective frequency D) opportunities to see (OTS)

answer

C) effective frequency

question

143) Effective reach refers to the: A) number of times a target audience must be exposed to an ad for it to be effective B) percentage of the audience that must be exposed to an ad to achieve an objective C) percentage of the audience that has seen the ad a minimum of three times D) degree of selective attention given by the target audience relative to the objective

answer

B) percentage of the audience that must be exposed to an ad to achieve an objective

question

144) The percentage of a target audience that must be exposed to a message to achieve a particular objective is called: A) gross rating points B) effective reach C) effective frequency D) opportunities to see (OTS)

answer

B) effective reach

question

145) If effective reach and/or effective frequency are too high: A) the company needs a larger advertising budget B) the company spent all of its advertising budget C) some of the company's budget may be wasted on extra exposures D) the company may need to choose additional media for future ads

answer

C) some of the company's budget may be wasted on extra exposures

question

146) If effective reach and/or effective frequency are too low: A) the company needs a larger advertising budget B) the company has not spent all of its advertising budget C) some of the company's budget may be wasted on extra exposures D) the company will fail to attain its intended objectives

answer

D) the company will fail to attain its intended objectives

question

147) If the objective of an advertising campaign is to increase brand recognition, then the emphasis should be on: A) the visual presentation of the product and/or logo B) a high level of frequency C) using persuasive advertising D) using an emotional appeal

answer

A) the visual presentation of the product and/or logo

question

148) If the objective of an advertising campaign is to increase brand recall, then the emphasis should be on: A) the characteristics of the target market B) a high level of frequency C) a high level of reach D) both a high level of frequency and a high level of reach

answer

B) a high level of frequency

question

149) Television offers the following advantages, except: A) high reach B) high frequency potential C) low cost per contact D) narrowly defined target markets

answer

D) narrowly defined target markets

question

150) Television offers the following advantages, except: A) low cost B) quality creative opportunities C) high frequency potential D) high intrusion value

answer

A) low cost

question

151) Which of these media offers the most extensive coverage and the highest reach? A) radio B) newspapers C) television D) the Internet

answer

C) television

question

152) An advertisement on television will have the biggest impact: A) at the beginning or end of a set of ads B) in the middle of a set of ads C) during an infomercial D) when the ad is 15 seconds rather than 30 or 45

answer

A) at the beginning or end of a set of ads

question

153) Individuals who are high users of social media also tend to: A) watch more television B) read more magazines C) read more newspapers D) pay closer attention to advertising

answer

A) watch more television

question

154) In-stream and pre-roll releases of commercials appear on venues such as: A) network television B) YouTube C) Twitter D) movie trailers

answer

B) YouTube

question

155) The number of households tuned into a program divided by the total number of households in the United States calculates a television program's: A) rating B) recall C) relevance D) reach

answer

A) rating

question

156) Ratings measure the: A) relative efficiency of a media vehicle in hitting a target market B) percentage of households tuned into a particular television show or viewing a medium such as a magazine C) quality of the vehicle relative to its promotional impact D) degree of clutter on a given night

answer

B) percentage of households tuned into a particular television show or viewing a medium such as a magazine

question

157) A Nielsen rating of 15.3 for a CSI television show means: A) 15 percent of all televisions B) of the televisions that were turned on in the U.S., 15.3 percent were tuned to the CSI show C) 15.3 percent of all televisions in the U.S. were tuned to the CSI show D) of those watching the CSI show, 15.3 percent matched the advertisers target market

answer

C) 15.3 percent of all televisions in the US were tuned to the CSI show

question

158) Television advertising rates are primarily determined by: A) Nielsen ratings B) television share C) frequency and reach D) GRPs

answer

A) Nielsen ratings

question

159) The number of households tuned into a program divided by the total number of households with a television turned on calculates: A) rating B) recall C) share D) frequency

answer

C) share

question

160) The following are advantages of using radio, except: A) low production costs B) flexibility C) long exposure time D) intimacy

answer

C) long exposure time

question

161) In terms of television ratings, a new approach that has been growing in use is: A) net rating points rather than gross rating points B) gross impressions and OTS C) Nielsen's national rating points D) providing a rating for the actual commercial spot

answer

D) providing a rating for the actual commercial spot

question

162) A television commercial's rating plus any viewing three days after the original first aired is called a: A) spot rating B) TV C rating C) Nielsen commercial rating D) C3 rating

answer

D) C3 rating

question

163) The following are advantages of using radio, except: A) high segmentation potential B) flexibility in making new ads C) able to modify ads to local conditions D) easy national purchase procedures

answer

D) easy national purchase procedures

question

164) Of the following, the medium that offers the most effective form of a one-on-one message by the spokesperson in the ad is: A) radio B) newspaper C) magazine D) outdoor

answer

A) radio

question

165) The primary advantage radio has that is not available in the other mass media outlets is: A) low cost per contact B) intimacy C) long exposure duration D) highly targeted market segmentation

answer

B) intimacy

question

166) Outdoor advertising has changed dramatically through each of the following technologies, except: A) global positioning systems B) wireless communications C) digital printing technology D) digital display technology

answer

C) digital printing technology

question

167) The following are advantages of outdoor advertising, except: A) low cost per impression B) broad reach C) short lead time to develop ads D) accessible for local ads

answer

C) short lead time to develop ads

question

168) The following are disadvantages of outdoor advertising, except: A) short exposure time B) high cost per impression C) brief message duration D) little segmentation possible

answer

B) high cost per impression

question

169) Of the following media, the one that is least able to target specific target markets is: A) television B) radio C) magazines D) billboards

answer

D) billboards

question

170) To counter the short exposure time and to take advantage of traffic jams in major cities, a new outdoor advertising methodology that has grown in popularity is: A) LED billboards B) global positioning systems C) mobile billboards D) urban billboards

answer

A) LED billboards

question

171) Magazines offer each of the following advantages, except: A) high level of market segmentation B) high level of color quality C) long life D) short ad lead time

answer

D) short ad lead time

question

172) The media which features the best quality of color in ads is: A) magazines B) newspapers C) billboards D) color quality is the same for most print media

answer

A) magazines

question

173) Of the following media, the medium with the greatest or longest life is: A) television B) radio C) magazines D) billboards

answer

C) magazines

question

174) The major medium for business-to-business marketing is: A) the Internet B) trade and business journals C) newspapers D) television

answer

B) trade and business journals

question

175) Of the following media, the one that requires the longest lead time from ad development to ad appearance is: A) the Internet B) magazines C) newspapers D) billboards

answer

B) magazines

question

176) For many smaller local companies, the most viable advertising options include all of the following, except: A) newspapers B) magazines C) billboards D) radio

answer

B) magazines

question

177) In terms of media, local retailers tend to spend the most dollars on: A) newspaper ads B) radio ads C) television ads D) billboards

answer

A) newspaper ads

question

178) The major reason retailers tend to use newspapers for advertising is that they: A) are lower cost compared to the other media B) offer geographic selectivity C) have a longer life than radio or television D) show a preference for local retailers

answer

B) offer geographic selectivity

question

179) Advertising in newspapers offers each of the following advantages, except: A) high flexibility B) high credibility C) long life D) longer copy or messages

answer

C) long life

question

180) Advertising in newspapers has the following disadvantages, except: A) poor national buying procedures B) short life span C) poor quality reproduction D) low credibility

answer

D) low credibility

question

181) Of the following advertising media, the one with the highest level of credibility is: A) television B) radio C) newspapers D) magazines

answer

C) newspapers

question

182) In determining the optimal media mix for an advertising campaign, the best sources of information would be: A) media representatives B) creatives and traffic managers C) account planners and account executives D) media planners and media buyers

answer

D) media planners and media buyers

question

183) The media multiplier effect means: A) the combined impact of using two or more media is stronger than using either medium alone B) the combined effect of television and magazines will increase recall by at least 25% C) the use of both trade journals and consumer journals for business-to-business ads will have a greater impact than using either medium alone D) that if three different media are used, the combined impact is greater than if only two different media are used

answer

A) the combined impact of using two or more media is stronger than using either medium alone

question

184) The media multiplier effect is also important in the business-to-business advertising. According to research by American Business Media, when business people saw an advertisement in more than one medium it caused: A) a higher level of brand awareness and brand purchases B) an increase in sales C) the company or brand name to become top-choice D) the company or brand name to become top-of-mind

answer

A) a higher level of brand awareness and brand purchases

question

185) Currently, over half of all business advertising dollars are spent: A) in nonbusiness environments B) for trade journals C) for television advertising D) in alternative media outlets

answer

A) in nonbusiness environments

question

186) One reason for using non-business media to reach business buyers is the difficulty getting through to decision makers, users, and influencers in the buying center. This is especially true in: A) straight rebuy situations B) modified rebuy situations C) new task purchases D) both modified rebuy and new task situations

answer

A) straight rebuy situations

question

187) The recent shift in business-to-business advertising to more non-business media outlets is due to each of the following reasons, except: A) business decision makers are also consumers of goods and services B) non-business outlets are not as costly and tend to be more effective C) difficulty of reaching members of the buying center when they are at work D) clutter in traditional business-to-business media

answer

B) non-business outlets are not as costly and tend to be more effective

question

188) Business-to-business advertising is: A) mostly in newspapers B) mostly spent on television C) looking more like consumer ads D) easier to create because of gatekeepers' screening ads

answer

C) looking more like consumer ads

question

189) In terms of business-to-business advertising expenditures, the most dollars are spent on: A) television B) the Internet C) business publications D) newspapers

answer

C) business publications

question

191) Although there are a large number of media buying agencies throughout the world, nearly 75 percent of all media buying is conducted by: A) six large global agencies or their holding agencies B) U.S. agencies C) European agencies D) the WPP group

answer

A) six large global agencies or their holding agencies

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