Question 1

Choosing and funding advertising media options will be even more challenging because:
A)with more money, there are more choices.
B)growth of media sources is outpacing growth of advertising budgets.
C)with less money, there are fewer choices.
D)too much money leads to inappropriate choices.
E)convergence of media will reduce choices.

Accepted Answer

The growth of media sources is outpacing the growth of advertising budgets, making it more challenging to choose and fund advertising media options. This means that advertisers have to be more strategic and selective with their media choices to maximize their budgets and reach their target audience effectively.

Question 2

Recently, the major track in advertising research has focused on:
A)identifying influential youthful consumers.
B)identifying the exact product benefits the consumer expects.
C)identifying ways the consumer interacts with media and advertising messages.
D)identifying the media's contribution to the advertising message as well as the message.
E)identifying the prime target markets for a brand.

Accepted Answer

The answer of Recently, the major track in advertising research...

Question 3

The media-scheduling phase of a media plan would include which of the following?
A)statement of advertising goals
B)broadcast allocations and availabilities
C)demographic characteristics
D)contingencies for media schedule adjustments
E)digital impacts and recording scheduling

Accepted Answer

The answer of The media-scheduling phase of a media plan...

Question 4

The part of a media plan that addresses product benefits and differentiating characteristics is the:
A)advertising analysis.
B)media strategy.
C)marketing analysis.
D)justification and summary.
E)media scheduling.

Accepted Answer

The marketing analysis section of a media plan focuses on understanding the product's benefits and differentiating characteristics, as it involves analyzing the market, competition, and the product itself to identify what makes it unique and appealing to consumers.

Question 5

In a typical media plan, the first section is:
A)justification.
B)marketing analysis.
C)media strategy.
D)advertising analysis.
E)budget.

Accepted Answer

The first section in a typical media plan is usually the marketing analysis, which includes research and analysis of the target audience, market trends, competition, and other relevant factors that will inform the media strategy and budget decisions.

Question 6

At many agencies, the job titles media planner and media buyer now more accurately reflect the job function and expectations of the advertising media executive. They more likely are called:
A)integrated marketing manager.
B)strategic media director.
C)corporate media supervisor.
D)communications planner.
E)marketing media specialist.

Accepted Answer

"Communications planner" more accurately reflects the job function of a media executive, as they are responsible for planning and strategizing the communication channels for advertising campaigns. The other options do not accurately reflect the job function or are too specific in their focus.

Question 7

Assessing product awareness goals and allocating funds to elements in the marketing communication mix is done in which phase of the media plan?
A)marketing strategy
B)justification
C)media scheduling
D)advertising analysis
E)marketing analysis

Accepted Answer

The answer of Assessing product awareness goals and allocating funds...

Question 8

Under the justification and summary aspects of the media plan, you would expect to:
A)match vehicles with target audience media preferences.
B)set product awareness goals.
C)be prepared to make media schedule adjustments.
D)establish pricing strategy.
E)describe the commission fee split.

Accepted Answer

The answer of Under the justification and summary aspects of...

Question 9

Because of continuing audience fragmentation, Discovery Channel and the Weather Channel, neither of which averages 1 percent of the viewing audience, have an advantage because they:
A)are interactive vehicles.
B)are niche vehicles.
C)are more visibly attractive now because of HDTV.
D)will be even more attractive because of 3D-HDTV.
E)are automatically offered by satellite TV services.

Accepted Answer

Discovery Channel and the Weather Channel have an advantage because they are niche vehicles, catering to specific interests and demographics within the fragmented audience. This allows them to attract a dedicated viewership and potentially stand out from more generalized programming options.

Question 10

What more than anything else is forcing the fading distinctions among media?
A)government regulations
B)advertising agency specialization
C)changing technology
D)weakening copyright laws
E)power asserted by the mega agencies

Accepted Answer

Changing technology is the most significant factor that is driving the fading distinctions among media. With the emergence of new digital platforms and the advancements in technology, various media channels have become intertwined, creating a convergence of media. For instance, smartphones and tablets have become central to the consumption of media content, while traditional media such as newspapers, television, and radio have diversified their platforms to cater to the new digital landscape. As a result, media companies are now compelled to focus on delivering content through a variety of channels to meet their audience's preferences, and this has led to a blurring of the boundaries between different types of media.

Question 11

During the era when mass circulation magazines and network TV were dominant, the most common measure of efficiency was determined by using:
A)the cost per hundred formula (CPH).
B)the last in, first out formula (LIFO).
C)the first in, first out formula (FIFO).
D)the cost per thousand formula (CPM).
E)the cost per thousand interested formula (CPMI).

Accepted Answer

The cost per thousand formula (CPM) was the most common measure of efficiency during the era when mass circulation magazines and network TV were dominant. CPM measures the cost of reaching one thousand people with a particular advertising message.

Question 12

Assume you want to place an ad in XYZ Magazine, which has a circulation of 4.6 million, and the price for a four-color page is $223,410, then its CPM would be:
A)$49.26.
B)$47.85.
C)$45.78.
D)$48.57.
E)$46.25.

Accepted Answer

The answer of Assume you want to place an ad...

Question 13

The summary phase of a media plan focuses on justification that includes:
A)measuring results against ad goals.
B)measuring budgetary objectives against placements.
C)measuring national demographics against your target audience.
D)measuring the value of a good product demonstration.
E)measuring the significance.

Accepted Answer

The summary phase of a media plan focuses on measuring the results against the ad goals to justify the effectiveness of the plan. This helps in evaluating the success of the media plan and making any necessary adjustments for future campaigns.

Question 14

Although there are several factors critical to the overall success of an advertising campaign, the most critical is:
A)level of creativity in the copy.
B)precise identification of media.
C)proper identification of the prime target market(s)for the brand.
D)determination of the role of particular media.
E)precise budgeting approaches.

Accepted Answer

Proper identification of the prime target market(s) for the brand is the most critical factor in the success of an advertising campaign. Without knowing and understanding the audience that the advertisement is trying to reach, it is impossible to effectively create a message that will resonate with them and lead to successful conversion or sales. While the other factors are also important, they are not as crucial as accurately identifying the target market.

Question 15

Said to be limited only by the collective imagination, advertisers might be enticed by media with a product placement opportunity or a cross-media promotion with tickets to special events. Those are examples of ________ opportunities.
A)interactive vehicle
B)niche vehicle
C)slotting
D)value-added
E)payout

Accepted Answer

The examples given, product placement and cross-media promotion, are both examples of value-added opportunities. These are opportunities that enhance the value of the media or advertising campaign for the audience or consumer. They often involve additional benefits or perks, such as special access to events or products, which can increase the appeal of the advertised brand.

Question 16

The need for product demonstration or use of a simple versus complex message approach is something examined in which phase of the media plan?
A)media strategy
B)media scheduling
C)marketing analysis
D)justification
E)promotional strategy

Accepted Answer

The need for product demonstration or use of a simple versus complex message approach is a consideration during the media strategy phase of the media plan. This is when the overall approach to reaching target audiences is developed, including message development and determining whether a product demonstration is necessary or if a simpler message will suffice. Media scheduling involves determining specific channels and times for advertising, marketing analysis involves evaluating market trends and consumer insights, justification involves evaluating the effectiveness of the media plan, and promotional strategy involves developing specific tactics for implementing the media plan.

Question 17

The formula for comparing costs among media with different circulation considers:
A)weight of air time x number of vehicles chosen.
B)(ad cost x 1,000)divided by circulation.
C)(ad cost x 100)divided by circulation.
D)numbers of exposure divided by (ad costs x 100).
E)circulation divided by (ad cost x 1000).

Accepted Answer

The formula for comparing costs among media with different circulation is (ad cost x 1,000) divided by circulation. This takes into account both the cost of the advertisement and the reach of the media outlet through its circulation. By dividing the cost by the circulation, we can determine the cost per thousand impressions, which allows for a fair comparison between different media options.

Question 18

Experienced media buyers and planners forget their personal biases and become the client's prime prospects, which means determining:
A)the best media vehicle that will best reach prospects.
B)which media have the highest ratings.
C)whether print or broadcast has better reach.
D)what media has the highest share.
E)the media placement itself.

Accepted Answer

The role of media buyers and planners is to determine the best media vehicle that will best reach the target audience. Personal biases need to be set aside in order to make the best decision for the client. The other answer choices do not fully capture the main responsibility of media buyers and planners.

Question 19

Until recently, with respect to media cost efficiency, an advertiser would concentrate on:
A)utilizing the maximum number of radio outlets available.
B)reaching the maximum number of mega-stores.
C)reaching the greatest audience at the lowest cost.
D)delivering the maximum number of repeat consumers.
E)achieving the maximum of minutes of advertisement.

Accepted Answer

The most cost-efficient method for advertising is to reach the maximum number of audience while keeping the cost as low as possible. Therefore, the advertiser should be focused on finding ways to deliver their message to the largest audience possible while minimizing the cost of the advertising.

Question 20

When businesses can link their advertising to specific sales of their brand, they have:
A)media branding.
B)media accountability.
C)media optimization.
D)media positioning.
E)media linkage.

Accepted Answer

Media accountability refers to the ability to track and measure the effectiveness of advertising campaigns in generating specific sales for a brand. It allows businesses to evaluate the return on investment (ROI) for their advertising spend and make data-driven decisions to optimize their marketing strategies. Media branding, media optimization, media positioning, and media linkage are related concepts but do not specifically refer to the ability to link advertising to sales.

Quiz 7: Media Strategy

Choosing and funding advertising media options will be even more challenging because:

Recently, the major track in advertising research has focused on:

The media-scheduling phase of a media plan would include which of the following?

The part of a media plan that addresses product benefits and differentiating characteristics is the:

In a typical media plan, the first section is:

At many agencies, the job titles media planner and media buyer now more accurately reflect the job function and expectations of the advertising media executive. They more likely are called:

Assessing product awareness goals and allocating funds to elements in the marketing communication mix is done in which phase of the media plan?

Under the justification and summary aspects of the media plan, you would expect to:

Because of continuing audience fragmentation, Discovery Channel and the Weather Channel, neither of which averages 1 percent of the viewing audience, have an advantage because they:

What more than anything else is forcing the fading distinctions among media?

During the era when mass circulation magazines and network TV were dominant, the most common measure of efficiency was determined by using:

Assume you want to place an ad in XYZ Magazine, which has a circulation of 4.6 million, and the price for a four-color page is $223,410, then its CPM would be:

The summary phase of a media plan focuses on justification that includes:

Although there are several factors critical to the overall success of an advertising campaign, the most critical is:

Said to be limited only by the collective imagination, advertisers might be enticed by media with a product placement opportunity or a cross-media promotion with tickets to special events. Those are examples of ________ opportunities.

The need for product demonstration or use of a simple versus complex message approach is something examined in which phase of the media plan?

The formula for comparing costs among media with different circulation considers:

Experienced media buyers and planners forget their personal biases and become the client's prime prospects, which means determining:

Until recently, with respect to media cost efficiency, an advertiser would concentrate on:

When businesses can link their advertising to specific sales of their brand, they have: