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Advertising and IMC Study Set 2

Business

Quiz 15 :

Media Planning and Negotiation

Quiz 15 :

Media Planning and Negotiation

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While print media audiences are measured in ________,television audiences are measured in ________.
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C

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A valuable tool for media planners,________ is provided by companies such as MRI and is usually organized by product category and cross-tabulated by audience groups and their consumption patterns.
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B

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What is the first of the four basic steps in media planning?
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D

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Which of the following provides estimates of radio audiences?
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A designated marketing area (DMA)assignment is based on ________.
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One study assessed consumers' regard for specific brands and related that score to the brand's advertising expenditures relative to competitors' expenditures.The study found that all of the top brands in a given product category also represented the largest percentage of total advertising spending in a product category relative to competitors.What was measured in this study?
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As Janice developed a media plan for a client,she gathered ________ from Claritas PRIZM system as part of her research.
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Which of the following is a standard research display format that allows multiple variables of related data to be grouped together?
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Traditionally,outdoor boards have been purchased and measured in terms of ________,which are estimates of the percentages of the population who had the opportunity to see the sign.
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Which of the following companies uses devices called portable people meters to gather information about audiences?
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In television,the percent of viewers watching a particular show based on the number of television sets that are on during that particular time slot is measured through ________.
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Which of the following is a written document that summarizes the objectives and strategies that guide how media dollars will be spent?
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One type of media-related information about markets is the broadcast coverage area for television,which is called a(n)________,and is referred to by the name of the largest city in the area.
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Christie was gathering the information needed for the media plan for a client.Which of the following most likely provided Christie with demographic profiles of current customers,previous promotions,and the budget?
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Rates for ________ advertisements are based on a guaranteed circulation.
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________ media are chosen based on metrics such as gross rating points and cost per thousand,while new media depend more on factors like brand experience,involvement,and personal impact.
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Which of the following refers to information such as demographic profiles of current customers,responses to previous promotions,product sales and distribution patterns,and the budget of how much can be spent on media?
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Which of the following include exposure to traditional mass media,word-of-mouth,place-based media,in-store brand exposures,and interactive media?
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Which concept refers to marketers tracking how much competing brands spend on media compared to how much they are spending on their particular brand?
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In radio,the percent of homes actually tuned in to a particular station is measured through ________.
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