Contemporary Advertising

Business

Quiz 9 :
Planning Media Strategy

Quiz 9 :
Planning Media Strategy

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The purpose of media planning is to make sure the media objectives are consistent with the advertising objectives.
Free
True False
Answer:

Answer:

False
Explanation: The purpose of media planning is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.

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Companies practicing integrated marketing communications should be concerned about everything that carries a message to and/or from customers and other stakeholders.
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True False
Answer:

Answer:

True

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The cost of reaching target audiences is decreasing for all media.
Free
True False
Answer:

Answer:

False

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The structure of the advertising industry has completely changed over the last few years.
True False
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Development of a media plan requires an entirely different process than does the development of the marketing plan.
True False
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Media objectives translate the advertising strategy into goals that media can accomplish.
True False
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Heroes-a television program,popular music countdown shows on radio,and the Beautiful House magazine are all examples of media vehicles.
True False
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GRPs are calculated by adding the ratings of several media vehicles.
True False
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The term frequency refers to the intensity of a media schedule based on repeated exposures to a medium or the program.
True False
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Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity.
True False
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The advertising response curve is bell-shaped.
True False
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The media plan is influenced by the location and makeup of the target audience.
True False
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Most marketers develop an international media by formulating individual national plans first.
True False
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A low BDI and a high CDI indicate a brand is selling unusually well given the low demand for the product category.
True False
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Advertisers should use the same media vehicles that their primary competitors dominate.
True False
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While spillover media pose a threat for many multinational advertisers,they can also offer potential cost savings through regional planning.
True False
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Emotionally-oriented creative messages are best communicated by pulsing the message at irregular intervals.
True False
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If the Franklin Commercial Appeal has 5,000 subscribers,and a bank pays $500 for a full-page ad in the newspaper,the CPM will equal $200 per thousand.
True False
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Pulsing schedule mixes continuous and flighting strategies.
True False
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Bursting is used for high-ticket items that require careful consideration.
True False
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