Question 1

GM's placement of a Chevy Camara in the 2009 Transformers sequel is an example of:
A)engagement.
B)creativity.
C)optimizing.
D)convergence.
E)interactivity.

Accepted Answer

GM's placement of the Chevy Camaro in the 2009 Transformers sequel shows creativity in terms of finding an innovative way to showcase their product within the context of the film.

Question 2

Factors changing the role of media and leading to the era of unbundling did NOT include:
A)integrated marketing.
B)costs and profitability.
C)prominence of media executives.
D)globalization.
E)complexity of the media function.

Accepted Answer

The prominence of media executives is not a factor that is changing the role of media and leading to the era of unbundling. The other options, such as integrated marketing, costs and profitability, globalization, and complexity of the media function, are all factors that have contributed to the unbundling of media.

Question 3

When media planners develop their strategy and tactics, so-called new media vehicles have forced them to go beyond just considering:
A)additional weight against prime prospects.
B)ability to deliver messages in a unique manner.
C)status of media chosen.
D)demographics.
E)costs.

Accepted Answer

E

Question 4

Historically, in the advertising process, which came first?
A)creative execution
B)the concept
C)media placement
D)broad marketing and advertising strategies
E)qualitative assessment

Accepted Answer

Broad marketing and advertising strategies typically come first in the advertising process, as they set the overall direction and goals for the advertising campaign. From there, the concept is developed, followed by creative execution, media placement, and qualitative assessment.

Question 5

Interactivity is enhanced by technology that:
A)allows people to advertise their needs via cell phones.
B)allows people to creatively access higher-level advertising and marketing professionals.
C)allows people to bypass traditional media and marketing channels and deal directly with suppliers for their entertainment, purchases, and other services.
D)allows people to use wifi to turn on smart appliances.
E)allows people to watch Web TV on the seatback in front of them.

Accepted Answer

Technology that allows people to bypass traditional media and marketing channels and deal directly with suppliers for their entertainment, purchases, and other services enhances interactivity. This is because it allows for more direct and personalized communication between individuals and businesses, creating a more engaging and interactive experience. The other options listed may also involve technology, but do not necessarily enhance interactivity as directly as option C.

Question 6

Which of the following is an example of media convergence?
A)Phillip Morris becomes Altria.
B)Microsoft cooperates with NBC to create MSNBC.
C)ABC presents Who Wants to Be a Millionaire?
D)Bank America buys HSBC Bank.
E)Ford purchases Chrysler.

Accepted Answer

Media convergence refers to the merging of different forms of media through technological development. Microsoft cooperating with NBC to create MSNBC represents media convergence as it combines the technology of computers with the content of television news. The other choices do not represent media convergence as they involve mergers or purchases between companies in different industries.

Question 7

Those who execute the media plan, select specific media, and monitor the execution of the media schedule developed by media planners are called:
A)media implementers.
B)media researchers.
C)media buyers.
D)agency coordinators.
E)copywriters.

Accepted Answer

Media buyers are responsible for executing the media plan by selecting specific media and monitoring the execution of the media schedule developed by media planners. They negotiate and purchase advertising space or time and work to optimize the placement of ads to reach the target audience effectively.

Question 8

In the era of interactivity, the need for attention-getting creative techniques and interest-building advertising formats will be:
A)critical to the firm's success.
B)increasing gradually over the next fifteen years.
C)greatly diminished.
D)modified to meet the individual consumer's needs.
E)converted to digitized media.

Accepted Answer

The answer of In the era of interactivity, the need...

Question 9

Erwin Ephron defined this as the "handoff of attentive consumers from media content to advertising."
A)engagement
B)creativity
C)optimizing
D)convergence
E)interactivity

Accepted Answer

Erwin Ephron defined the "handoff of attentive consumers from media content to advertising" as engagement.

Question 10

Which of the following would NOT execute the media function today?
A)an independent planning and media-buying firm
B)an unbundled media shop
C)a company's in-house media department
D)a sales promotion agency
E)an advertising agency

Accepted Answer

A sales promotion agency typically focuses on creating and executing promotions or deals to drive immediate sales, rather than planning and buying media placements for longer-term brand building.

Question 11

By 2015 a media planner will likely be dealing with:
A)media outlets that don't currently exist.
B)media reintermediation.
C)budget inefficiencies.
D)decreased overall expenditures.
E)totally demassified media.

Accepted Answer

The rate of technological innovation and disruption in the media industry is likely to result in the emergence of new media outlets by 2015. As a result, media planners will have to deal with channels that don't currently exist.

Answer: B
 Media reintermediation refers to the emergence of new intermediaries in the media value chain. In 2015, media planners will likely have to deal with new intermediaries that have been created as a result of technological changes.

Answer: E
 Demassification refers to the emergence of smaller, niche-focused media outlets. By 2015, technological advances could result in media further fragmenting, leading to the emergence of smaller, targeted channels. Media planners will need to understand these channels to reach specific audiences effectively.

Question 12

According to ZenithOptimedia, advertising expenditures for 2008 in measured and unmeasured media were closest to:
A)$156 billion.
B)$206 billion.
C)$2566 billion.
D)$306 trillion.
E)$396 billion.

Accepted Answer

According to ZenithOptimedia's data, the advertising expenditures for 2008 were closest to $396 billion. This is the closest to option E, which is the only one in the billions range. The other options are either too low (in the billions) or too high (in the trillions).

Question 13

Traditionally, media planners for national advertisers looked upon which two building blocks as the dominant media?
A)magazines and TV
B)newspapers and radio
C)radio and TV
D)newspapers and TV
E)cable and Internet

Accepted Answer

The answer of Traditionally, media planners for national advertisers looked...

Question 14

In recent years, which of the following media have NOT influenced new ways to view the media function and media buying?
A)video games
B)the Internet
C)interactive television
D)3-D HDTV
E)24-hour news channels

Accepted Answer

3-D HDTV has not significantly influenced new ways to view the media function and media buying as compared to the other options listed. The other options have introduced new platforms and methods of accessing and consuming media, leading to changes in media function and buying.

Question 15

In a media environment characterized by convergence and creativity, one of the common approaches to the media function in recent years is known as:
A)pulling.
B)unbundling.
C)bundling.
D)optimizing.
E)kindling.

Accepted Answer

The answer of In a media environment characterized by convergence...

Question 16

Unbundling has given media executives a primary position in the:
A)budgeting process.
B)advertising planning.
C)IMC process.
D)creative function.
E)choice of advertising tactics.

Accepted Answer

The answer of Unbundling has given media executives a primary...

Question 17

A media research department today could do all of the following functions EXCEPT:
A)coordinating primary research data and analysis.
B)gauging and anticipating media trends.
C)supporting media planners.
D)estimating audiences for new magazines or TV programs.
E)determining the types of media that prefer receiving news releases rather than advertisements.

Accepted Answer

Determining the types of media that prefer receiving news releases rather than advertisements is more related to public relations and marketing strategy rather than a function typically associated with a media research department. Media research departments focus on analyzing and interpreting data related to media consumption, trends, and audience behaviors, rather than preferences for specific content formats by media outlets.

Question 18

Which of the following is NOT considered a trend that challenges media planners to adapt and reassess their planning and buying activities?
A)engagement
B)creativity
C)flighting
D)convergence
E)interactivity

Accepted Answer

Flighting refers to the scheduling of advertising to coincide with seasonal or other events, and is not considered a trend that challenges media planners to adapt and reassess their planning and buying activities. The other trends listed (engagement, creativity, convergence, and interactivity) all require media planners to adjust their strategies and tactics to effectively reach and engage their target audiences.

Question 19

In dealing with specialized media, media planners must now factor in which of the following?
A)their costs
B)their ability to meet the clients' ego demands
C)their additional weight against prime prospects
D)the digital bandwidth
E)the measure of interactivity

Accepted Answer

The answer of In dealing with specialized media, media planners...

Question 20

One of the absolute critical needs of media agencies is:
A)personnel who can be identified with business and marketing growth opportunities.
B)personnel who have insights about what makes an effective media planner.
C)personnel with strong media education backgrounds learned in robust marketing and advertising programs on campuses.
D)personnel with strong backgrounds in only traditional media.
E)personnel who negotiate good contracts for their own benefit.

Accepted Answer

The answer of One of the absolute critical needs of...

Quiz 7: Media Strategy

GM's placement of a Chevy Camara in the 2009 Transformers sequel is an example of:

Factors changing the role of media and leading to the era of unbundling did NOT include:

When media planners develop their strategy and tactics, so-called new media vehicles have forced them to go beyond just considering:

Historically, in the advertising process, which came first?

Interactivity is enhanced by technology that:

Which of the following is an example of media convergence?

Those who execute the media plan, select specific media, and monitor the execution of the media schedule developed by media planners are called:

In the era of interactivity, the need for attention-getting creative techniques and interest-building advertising formats will be:

Erwin Ephron defined this as the "handoff of attentive consumers from media content to advertising."

Which of the following would NOT execute the media function today?

By 2015 a media planner will likely be dealing with:

According to ZenithOptimedia, advertising expenditures for 2008 in measured and unmeasured media were closest to:

Traditionally, media planners for national advertisers looked upon which two building blocks as the dominant media?

In recent years, which of the following media have NOT influenced new ways to view the media function and media buying?

In a media environment characterized by convergence and creativity, one of the common approaches to the media function in recent years is known as:

Unbundling has given media executives a primary position in the:

A media research department today could do all of the following functions EXCEPT:

Which of the following is NOT considered a trend that challenges media planners to adapt and reassess their planning and buying activities?

In dealing with specialized media, media planners must now factor in which of the following?

One of the absolute critical needs of media agencies is: