Question 1

Which of the following is true of single-source tracking services?
A)They offer information solely on demographics.
B)They refer to collecting information primarily from social networking sites and search engines.
C)One of its drawbacks is that they ignore data related to purchase size and purchase frequency.
D)They offer information on brands, purchase size, prices paid, and media exposure.

Accepted Answer

Single-source tracking services offer information on various aspects such as brands, purchase size, prices paid, and media exposure. They collect data from a single source, such as a panel of consumers, and track their behavior and preferences over a period of time. They are known to provide detailed insights into consumer behavior and are useful for brands in understanding their target audience.

Question 2

A media planner is making placement decisions for a new line of cosmetics.She focuses on ten different cities in the country where the purchase size of the products is high.This is an example of:
A)geo-targeting.
B)media mix.
C)below-the-line promotions.
D)above-the-line promotions.

Accepted Answer

Geo-targeting is the practice of targeting advertising or promotional messages to specific geographic locations where a high concentration of potential customers is present. In this case, the media planner is focusing on ten different cities where the purchase size of the cosmetics products is high. Hence, this is an example of geo-targeting. The other options, media mix, below-the-line promotions, and above-the-line promotions, do not accurately describe the situation.

Question 3

You are working on a new media plan.You remind yourself that the true power of a media plan rests on the , that is, knowing what you are trying to do with your media, and matching those objectives with your media choices.
A)share of volume
B)media class
C)media continuity
D)media strategy

Accepted Answer

The true power of a media plan rests on the media strategy, which involves knowing what the objectives are with the media plan and matching those objectives with the appropriate media choices. Media strategy is the foundation of a successful media plan as it ensures that the media choices align with the overall marketing goals and objectives.

Question 4

A retailer decides to use newspaper ads to promote its line of men's and women's swimwear.In the media planning process, the retailer has chosen a(n):
A)interactive media.
B)media class.
C)media vehicle.
D)media mix.

Accepted Answer

The answer of A retailer decides to use newspaper ads...

Question 5

A fast food company wants to launch a new advertising campaign to boost its sales.In order to target the right customer base, the company refers to their pages on social media sites.Through these sites, it collects details of people who could become prospective customers of the company.Which of the following is the company using to find prospective customers?
A)Gross impressions
B)Geo-targeting
C)Big Data
D)Message weight

Accepted Answer

The company is using Big Data to collect and analyze information from social media sites in order to identify potential customers for their advertising campaign. Gross impressions refers to the total number of times an ad is displayed, while message weight refers to the impact or effectiveness of an ad. Geo-targeting would be more relevant if the company was trying to deliver ads specifically to customers in certain geographic locations.

Question 6

Which of the following best defines micro-targeting in the context of media strategies?
A)Micro-targeting indicates the focus of brands on specific media classes.
B)Micro-targeting refers to creating customized advertising messages and offers.
C)Micro­targeting focuses on covering the same geographic area as the advertiser's distribution system.
D)Micro-targeting is the placement of ads in a way that exposes them to a large number of people.

Accepted Answer

Micro-targeting refers to creating customized advertising messages and offers for a specific group of consumers based on their characteristics, behavior, or preferences. It allows advertisers to tailor their messages to a specific audience, increasing the effectiveness of their marketing efforts. This approach typically involves using data analytics and targeting tools to identify and reach specific groups of consumers with relevant content.

Question 7

Media planners need to identify media that cover the same region or location as the advertiser's distribution system. This is an example of , a critical element in setting advertising objectives.
A)frequency
B)geographic scope
C)micro-targeting
D)purchase size

Accepted Answer

Geographic scope is the most appropriate choice as it refers to the specific location or region where the advertiser's target audience is located. Media planners need to identify media that cover the same location to effectively reach the target audience and fulfill the advertising objectives. The other options such as frequency, micro-targeting, and purchase size may also be important factors but they are not directly related to identifying media that cover the same region or location.

Question 8

Creating a visual representation of the media schedule gives an advertiser tangible documentation of the overall media plan.

Accepted Answer

Creating a visual representation of the media schedule helps to give advertisers a clear and visual documentation of the overall media plan. It helps to ensure that the timing and placement of ads are optimized and coordinated to reach the target audience effectively.

Question 9

Before he can make final decisions on where to place ads and how to display promotions for a new brand of bottled water, a media planner has to decide which broad categories to use-television, radio, magazines, newspapers, Internet sites, etc.When he zeroes in on using both television and the Internet, he has chosen his:
A)unmeasured media.
B)media classes.
C)big data.
D)media vehicles.

Accepted Answer

The broad categories of media options such as TV, radio, magazines, newspapers, and Internet sites are called media classes. The media planner has narrowed down his options to using TV and the Internet, which are specific types or vehicles within each media class. Unmeasured media refers to advertising channels that do not have reliable measurement methods, while big data refers to the collection and analysis of large amounts of data.

Question 10

The blend of different media that will be used to effectively reach the target audience is called the:
A)media mix.
B)media objective.
C)big data.
D)media vehicle.

Accepted Answer

The blend of different media used to reach the target audience effectively is referred to as the "media mix." This blend of media includes a range of advertising and promotional tools, such as print ads, TV commercials, radio spots, online advertising, social media, and other tactics, which are carefully chosen to maximize impact across a range of channels. The media mix is an important consideration in any marketing campaign, as it helps ensure that the message is delivered effectively to the intended audience.

Question 11

Which of the following is most likely to be used for above-the-line promotion?
A)Coupons
B)Blogs
C)Magazines
D)Social networking sites

Accepted Answer

Magazines are commonly used for above-the-line promotion, which refers to advertising through mass media channels such as television, radio, or print. Coupons, blogs, and social networking sites are examples of below-the-line promotion, which targets a specific audience through targeted advertising or promotions.

Question 12

Below-the-line promotion is also referred to as .
A)big data
B)calculated media
C)unmeasured media
D)above-the-line promotion

Accepted Answer

Below-the-line promotion is also referred to as unmeasured media. This type of promotion includes direct marketing, personal selling, public relations, and sales promotions, which are not easily measurable compared to above-the-line promotions like advertising and mass media.

Question 13

Media buying involves securing electronic media time as well as print media space, as depicted in a schedule.

Accepted Answer

Media buying involves both securing electronic media time, such as TV and radio ad slots, and print media space, such as ad placements in magazines and newspapers.

Question 14

A Los Angeles based ad agency is an expert in placing advertisement messages in different media, like television, radio, magazines, and newspapers.It effectively mixes and matches all of these media to make sure that an advertiser's message makes a positive impact on the target audience.It is also an expert in creating the schedule in which these messages will appear.This ad agency is working effectively as a:
A)media bidder.
B)media planner.
C)media vehicle.
D)media class.

Accepted Answer

The ad agency is working effectively as a media planner, as it is involved in strategizing and determining the most effective media channels, schedules, and budget allocation for an advertiser's message.

Question 15

Which of the following is an example of unmeasured media?
A)Paid Internet search
B)Network TV
C)Spot radio
D)Local newspapers

Accepted Answer

The answer of Which of the following is an example...

Question 16

The only thing limiting the new media right now is that they:
A)cannot be interactive and drive audiences to engage with brands.
B)cannot track customer data.
C)still have not developed the actual ads, promotional contacts, and IBC to leverage all these data.
D)are not reliable enough to use search engines in order to understand customers' search behavior.

Accepted Answer

While new media may have the ability to gather vast amounts of data, the challenge lies in effectively leveraging that data to drive engagement and promote brands. This requires robust ad platforms, promotional contacts, and IBC (Integrated Business Communication) strategies - all of which are still in development. Interactive capabilities, customer data tracking, and search engine reliability are not the only limitations of new media at present.

Question 17

In advertising, which of the following acts as a primary barrier for small companies?
A)They do not have access to digital and social media to create buzz marketing.
B)They use below-the-line promotions instead of above-the-line promotions.
C)They do not have enough money for advertising at national or international levels.
D)The goods and services they offer do not require marketing.

Accepted Answer

Small companies generally have limited budgets and cannot afford to advertise at a national or international level, which is necessary to reach a mass audience. This puts them at a disadvantage compared to larger companies. Option A is not always true as small companies can still create buzz using traditional marketing methods. Option B is not a primary barrier as both above-the-line and below-the-line promotions can be effective depending on the target audience and product/service being promoted. Option D is not a barrier as all products and services require some form of marketing.

Question 18

Electronic data services provide standardized data, reports, and analyses that are comparable across media categories.

Accepted Answer

The answer of Electronic data services provide standardized data, reports,...

Question 19

Media buyers evaluate the audience reach, CPM, and timing of each buy.

Accepted Answer

Media buyers use audience reach, CPM (cost per thousand), and timing to determine the most effective and efficient ways to reach their target audience through various advertising channels.

Question 20

Individual syndicated services typically analyze media categories that they do not measure.

Accepted Answer

Individual syndicated services typically analyze media categories that they do measure, providing insights and data on those specific categories.

Quiz 12: Media Planning Essentials

Which of the following is true of single-source tracking services?

A media planner is making placement decisions for a new line of cosmetics.She focuses on ten different cities in the country where the purchase size of the products is high.This is an example of:

You are working on a new media plan.You remind yourself that the true power of a media plan rests on the , that is, knowing what you are trying to do with your media, and matching those objectives with your media choices.

A retailer decides to use newspaper ads to promote its line of men's and women's swimwear.In the media planning process, the retailer has chosen a(n) :

Which of the following best defines micro-targeting in the context of media strategies?

Media planners need to identify media that cover the same region or location as the advertiser's distribution system. This is an example of , a critical element in setting advertising objectives.

Creating a visual representation of the media schedule gives an advertiser tangible documentation of the overall media plan.

The blend of different media that will be used to effectively reach the target audience is called the:

Which of the following is most likely to be used for above-the-line promotion?

Below-the-line promotion is also referred to as .

Media buying involves securing electronic media time as well as print media space, as depicted in a schedule.

Which of the following is an example of unmeasured media?

The only thing limiting the new media right now is that they:

In advertising, which of the following acts as a primary barrier for small companies?

Electronic data services provide standardized data, reports, and analyses that are comparable across media categories.

Media buyers evaluate the audience reach, CPM, and timing of each buy.

Individual syndicated services typically analyze media categories that they do not measure.