Question 1

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 part of the media strategy phase of the media plan, where the overall approach to communicating with the target audience is determined.

Question 2

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 3

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

When businesses can link their advertising to specific sales of their brand, they have media accountability. It means the company can measure the effectiveness of their advertising strategy and adjust it accordingly. Media branding is the process of creating a strong brand identity through consistent messaging across different media channels. Media optimization refers to the process of improving the performance of a media campaign through continuous improvement and refinement. Media positioning is the process of positioning a brand in the minds of the target audience through messaging and communication strategies. Media linkage is not a commonly used term in marketing and advertising.

Question 4

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

As the growth of media sources outpaces the growth of advertising budgets, it becomes more challenging to choose and fund advertising media options. This means that advertisers have to make strategic decisions regarding which media sources to use to achieve their objectives within their limited budgets.

Question 5

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" best reflects the job function of an advertising media executive, as they are responsible for developing integrated communication plans for clients that include media recommendations as well as messaging and creative strategies. This role involves strategic planning, research, and analysis to determine the most effective media channels for reaching the desired target audience. It also encompasses negotiating and buying media space, tracking campaign performance, and making adjustments as necessary.

Question 6

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

Cost efficiency in advertising has traditionally been associated with reaching the maximum number of audience at the lowest cost. This involves finding a balance between the reach (number of people) and frequency (number of times) an advertisement is shown to ensure that the cost per impression is minimized. Utilizing multiple media outlets, reaching repeat consumers or achieving a maximum number of minutes of advertisement may not necessarily result in the most cost-efficient approach.

Question 7

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 8

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

CPM (Cost Per Thousand) is calculated by dividing the cost of the ad by the circulation (in thousands). So, $223,410 / 4,600 = $48.57.

Question 9

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 10

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 11

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 12

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

The fact that Discovery Channel and the Weather Channel are niche vehicles gives them an advantage in the current scenario of audience fragmentation. As the audience gets more fragmented, viewers are looking for specialized programming that caters to their interests, and these niche channels are able to provide that.

Question 13

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)/circulation. This takes the cost of the ad and divides it by the number of people who will see it, normalized to 1,000 viewers. This allows for an effective comparison of costs among different media with varying circulation.

Question 14

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

Experienced media buyers and planners understand the importance of targeting the right audience with the most effective media vehicle. They focus on finding the best media that will reach the client's target prospects, regardless of personal biases or preferences. Therefore, option A is the most appropriate answer. Options B, C, D, and E may be important considerations in media planning, but they are not the primary concern when determining the best media vehicle for the client.

Question 15

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) is the most critical factor in the success of an advertising campaign because it affects all other aspects of the campaign, such as the choice of media, budgeting, and copy. Without an accurate understanding of the target audience, it is difficult to create effective messages and select appropriate media channels to reach them.

Question 16

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 of mass circulation magazines and network TV. This formula measures the cost of reaching one thousand viewers or readers with advertising. It is still used today as a standard measure for media buying and planning.

Question 17

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 suggest the opportunity for value-added promotions, where an advertiser can offer more than just traditional advertising to entice consumers. This can include product placement, cross-promotions, and special event tickets. Value-added promotions are designed to provide additional benefits to the consumer beyond the product or service being sold.

Question 18

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 media-scheduling phase involves planning when and where ads will appear, which includes broadcast allocations and availabilities.

Question 19

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 is primarily focused on evaluating whether the advertising goals were achieved or not. Therefore, measuring results against ad goals is the most relevant justification during this phase. Option B is not entirely correct as budgetary objectives are evaluated in the financial phase of the plan. Option C is not useful for justification in the summary phase. Option D is not related to justification for a media plan, and Option E is too broad and vague to be considered a specific justification.

Question 20

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 causing the fading of distinctions among media. The rise of digital technology has disrupted traditional categorizations of media, breaking down barriers between print, broadcast, and online content. As a result, media outlets now deliver a mix of text, audio, video, and interactive elements, with platforms like social media allowing users to publish content without the need for traditional gatekeepers. This blurring of boundaries has impacted media ownership, audiences, and revenue streams, leading to a more complex and competitive media landscape.

Quiz 7: Media Strategy

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

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

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

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

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:

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

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

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

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

In a typical media plan, the first section is:

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:

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:

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

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

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

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

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