Question 1

For which of the following products is an advertiser most likely to use a flighting schedule?

Accepted Answer

A)  Cake mixes
B)  Shampoo
C)  Newspaper subscriptions
D)  Snow tires
E)  CandlesF) All of the above
G) B) and C)

Question 2

Most people who watch the show 'Desperate Housewives' also watch 'America's next top model'.An ad for Coca-Cola placed in both these shows would most likely result in:

Accepted Answer

A)  unduplicated reach.
B)  average coverage.
C)  increased sweeps periods.
D)  duplicated reach.
E)  high cost per thousand.F) C) and D)
G) A) and D)

Question 3

When trying to attain maximum coverage of the entire U.S.market,which form of advertising would be most effective?

Accepted Answer

A)  Transit
B)  Television
C)  Newspaper
D)  Outdoor
E)  MagazineF) B) and C)
G) A) and B)

Question 4

Which of the following situations offers the advertiser the least attractive marketing opportunity?

Accepted Answer

A)  High brand development index (BDI) and high category development index (CDI) 
B)  High brand development index (BDI) and low category development index (CDI) 
C)  Low brand development index (BDI) and high category development index (CDI) 
D)  Low brand development index (BDI) and low category development index (CDI) 
E)  High survey of buying power index and high brand development index (BDI) F) A) and B)
G) A) and C)

Question 5

_____ = Cost of commercial time/program rating.

Accepted Answer

A)  Cost per thousand
B)  Brand index number
C)  Category development index
D)  Gross rating point
E)  Cost per pointF) A) and D)
G) A) and B)

Question 6

Which of the following indices reflects a company with low market share of a brand in a given market?

Accepted Answer

A)  Low brand development index (BDI) 
B)  High brand development index (BDI) 
C)  Low category development index (CDI) 
D)  High category development index (CDI) 
E)  High survey of buying power index (BPI) F) A) and B)
G) A) and E)

Question 7

For which of the following products is an advertiser most likely to use continuity scheduling?

Accepted Answer

A)  Swimming pool chemicals
B)  Flea collars
C)  Cake mixes
D)  Wood burning stoves
E)  Tickets to professional basketball gamesF) B) and E)
G) A) and C)

Question 8

To determine the potential for sales of coffee (as opposed to a specific brand) in a particular market area,a company should use:

Accepted Answer

A)  brand development index.
B)  category development index.
C)  survey of buying power index.
D)  Simmons Market Research Bureau (SMR
B)  .
E)  Mediamark Research Inc.F) A) and C)
G) A) and E)

Question 9

Consider the following media buy: 70 percent of the audience is reached 1 time.
20 percent of the audience is reached 4 times.
10 percent of the audience is reached 6 times.
Based on this information,what does the media buyer know?

Accepted Answer

A)  The media buyer can use this information to calculate GRP and should not be concerned that 70 percent of the audience will only see the ad once.
B)  The media buyer will need to use this in making a final decision because effective frequency cannot be determined.
C)  The media buyer will not be able to maximize reach even if he or she has established a minimum frequency goal.
D)  The media buyer can only calculate average frequency from these figures because average frequency is often misleading.
E)  The media buy will be cost-effective.F) C) and D)
G) A) and D)

Question 10

The pass-along rate refers to the:

Accepted Answer

A)  newspaper advertising rate charged to manufacturers by retailers placing ads for them.
B)  television advertising rate charged to national advertisers.
C)  number of persons to whom a magazine copy has been given and who have read it.
D)  magazine advertising rate for throw-away publications.
E)  percentage of people who skip over an ad while reading a publication.F) C) and D)
G) A) and D)

Question 11

Magazine A has a cost for a full-page ad of $10,000 and a circulation figure of 5,000,000.Of these 5,000,000 subscribers,40 percent are tennis buffs.Magazine B has a cost for a full page of $10,000 and a circulation of 3,000,000.Of the 3,000,000 subscribers 75 percent are tennis buffs.If you sold tennis racquets and wanted to compare the cost per thousand (CPM) of these magazines,which would you choose?

Accepted Answer

A)  Magazine A
B)  Magazine B
C)  Magazine A would be just as effective as Magazine B
D)  More information is needed on audience size
E)  More information is needed on costsF) A) and E)
G) A) and C)

Question 12

_____ of the medium or vehicle is the actual total cost required to place the message.

Accepted Answer

A)  Net contribution margin
B)  Net cost
C)  Absolute cost
D)  Relative cost
E)  Cost per media (CPM) F) C) and E)
G) A) and B)

Question 13

_____ is the number of times the average household reached by a media vehicle is exposed to the vehicle over a specified period of time.

Accepted Answer

A)  Effective reach
B)  Unduplicated reach
C)  Average reach
D)  Average frequency
E)  Effective frequencyF) A) and B)
G) A) and C)

Question 14

_____ are plans of action designed to obtain specific media objectives.

Accepted Answer

A)  Sweeps periods
B)  Programs ratings
C)  Media strategies
D)  Media vehicles
E)  Recency planningF) A) and D)
G) C) and D)

Question 15

____,also known as overexposure,occurs when the media coverage exceeds the target audience.

Accepted Answer

A)  Recency effect
B)  Reach disorder
C)  Frequency imbalance
D)  Waste coverage
E)  Geographical weightingF) A) and D)
G) C) and E)

Question 16

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey the desired method.

Accepted Answer

A)  average frequency
B)  average reach
C)  effective reach
D)  GRPs
E)  effective frequencyF) A) and E)
G) C) and D)

Question 17

USA Today,Sports Illustrated,and Tonight Show with Jay Leno are all examples of:

Accepted Answer

A)  media strategies.
B)  media that have sweeps periods.
C)  media vehicles.
D)  communications decoders.
E)  physical distribution channels.F) B) and E)
G) A) and E)

Question 18

Which medium offers the most target selectivity?

Accepted Answer

A)  Radio
B)  Outdoor
C)  Direct mail
D)  Newspapers
E)  MagazineF) A) and D)
G) A) and B)

Question 19

In a market analysis,the _____ is considered a good indicator of the potential of the market.It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100.

Accepted Answer

A)  cost per media (CPM) 
B)  quantitative advantage
C)  index number
D)  average frequency
E)  relative reachF) B) and D)
G) A) and B)

Question 20

For newspapers,the cost efficiency formula is based on:

Accepted Answer

A)  the pass-along rate.
B)  gross rating points (GRPs) .
C)  column inches.
D)  the daily inch rate.
E)  the absolute reach.F) A) and B)
G) C) and D)

Exam 8: Media Planning and Strategy

In a market analysis,the _____ is considered a good indicator of the potential of the market.It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100.

Correct Answer
verified

USA Today,Sports Illustrated,and Tonight Show with Jay Leno are all examples of:

Correct Answer
verified

When trying to attain maximum coverage of the entire U.S.market,which form of advertising would be most effective?

Correct Answer
verified

To determine the potential for sales of coffee (as opposed to a specific brand) in a particular market area,a company should use:

Correct Answer
verified

Consider the following media buy: 70 percent of the audience is reached 1 time. 20 percent of the audience is reached 4 times. 10 percent of the audience is reached 6 times. Based on this information,what does the media buyer know?

Correct Answer
verified

_____ is the number of times the average household reached by a media vehicle is exposed to the vehicle over a specified period of time.

Correct Answer
verified

____,also known as overexposure,occurs when the media coverage exceeds the target audience.

Correct Answer
verified

Most people who watch the show 'Desperate Housewives' also watch 'America's next top model'.An ad for Coca-Cola placed in both these shows would most likely result in:

Correct Answer
verified

_____ are plans of action designed to obtain specific media objectives.

Correct Answer
verified

Which of the following situations offers the advertiser the least attractive marketing opportunity?

Correct Answer
verified

For which of the following products is an advertiser most likely to use a flighting schedule?

Correct Answer
verified

Which medium offers the most target selectivity?

Correct Answer
verified

The pass-along rate refers to the:

Correct Answer
verified

Correct Answer
verified

_____ = Cost of commercial time/program rating.

Correct Answer
verified

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey the desired method.

Correct Answer
verified

_____ of the medium or vehicle is the actual total cost required to place the message.

Correct Answer
verified

For which of the following products is an advertiser most likely to use continuity scheduling?

Correct Answer
verified

Which of the following indices reflects a company with low market share of a brand in a given market?

Correct Answer
verified

For newspapers,the cost efficiency formula is based on:

Correct Answer
verified

Exam 8: Media Planning and Strategy

In a market analysis,the _____ is considered a good indicator of the potential of the market.It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100.

Correct AnswerverifiedShow Answer

USA Today,Sports Illustrated,and Tonight Show with Jay Leno are all examples of:

Correct AnswerverifiedShow Answer

When trying to attain maximum coverage of the entire U.S.market,which form of advertising would be most effective?

Correct AnswerverifiedShow Answer

To determine the potential for sales of coffee (as opposed to a specific brand) in a particular market area,a company should use:

Correct AnswerverifiedShow Answer

Consider the following media buy: 70 percent of the audience is reached 1 time. 20 percent of the audience is reached 4 times. 10 percent of the audience is reached 6 times. Based on this information,what does the media buyer know?

Correct AnswerverifiedShow Answer

_____ is the number of times the average household reached by a media vehicle is exposed to the vehicle over a specified period of time.

Correct AnswerverifiedShow Answer

____,also known as overexposure,occurs when the media coverage exceeds the target audience.

Correct AnswerverifiedShow Answer

Most people who watch the show 'Desperate Housewives' also watch 'America's next top model'.An ad for Coca-Cola placed in both these shows would most likely result in:

Correct AnswerverifiedShow Answer

_____ are plans of action designed to obtain specific media objectives.

Correct AnswerverifiedShow Answer

Which of the following situations offers the advertiser the least attractive marketing opportunity?

Correct AnswerverifiedShow Answer

For which of the following products is an advertiser most likely to use a flighting schedule?

Correct AnswerverifiedShow Answer

Which medium offers the most target selectivity?

Correct AnswerverifiedShow Answer

The pass-along rate refers to the:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

_____ = Cost of commercial time/program rating.

Correct AnswerverifiedShow Answer

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey the desired method.

Correct AnswerverifiedShow Answer

_____ of the medium or vehicle is the actual total cost required to place the message.

Correct AnswerverifiedShow Answer

For which of the following products is an advertiser most likely to use continuity scheduling?

Correct AnswerverifiedShow Answer

Which of the following indices reflects a company with low market share of a brand in a given market?

Correct AnswerverifiedShow Answer

For newspapers,the cost efficiency formula is based on:

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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