Media Planning and Buying
Chapter Exam Questions
Course Introduction
Media Planning and Buying provides students with an in-depth understanding of the strategic processes involved in selecting and purchasing advertising space across various media platforms. The course covers media research, audience analysis, budget allocation, media mix selection, and the negotiation of media buys. Students learn to evaluate media effectiveness, analyze media trends, and formulate integrated campaigns that optimize reach and impact for brands. Real-world case studies and practical exercises equip learners with the analytical skills and tools necessary to develop effective media plans and manage buying strategies in the fast-evolving digital and traditional media landscape.
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Advertising and Promotion An Integrated Marketing Communications Perspective 10th Edition by
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Chapter 1: An Introduction to Integrated Marketing Communications
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Q1) _____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.
A)Trade
B)Professional
C)Direct response
D)Retail
E)National
Answer: D
Q2) Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization.
A)True
B)False Answer: True
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Chapter 2: The Role of IMC in the Marketing Process
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Q1) Market opportunities are areas where the company believes that customer needs and opportunities are being satisfied.
A)True
B)False
Answer: False
Q2) Motor Corp., an automobile manufacturer, launched an ad campaign that stated, "We are yet to reach the industry leader's position, so we try harder." In this scenario, the company is positioning itself based on:
A)price/quality.
B)use or application.
C)competition.
D)product class.
E)distribution intensity.
Answer: C
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Chapter 3: Organizing for Advertising and Promotion: The
Role of AD Agencies and Other Marketing Communication Organizations
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Q1) Within the creative services department of a full-service agency, once the copy, layout, illustrations, and mechanical specifications of the ad have been completed and approved, the ad is turned over to the _____ department.
A)traffic
B)account planning
C)production
D)research
E)art
Answer: C
Q2) Which of the following is a disadvantage of using an in-house advertising agency?
A)Focus is external rather than internal
B)Lesser access to top level talent
C)Reduced cost savings
D)Lesser stability
E)Decreased coordination
Answer: B
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Chapter 4: Perspectives on Consumer Behavior
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Q1) _____ refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests, and behaviors can be grouped.
A)Neo-culture
B)Sub-culture
C)Social class
D)Dissociative group
E)Reference group
Q2) Jack, a student, has applied for a job in one of the top private banks in the U.S. Jack feels securing a job with a private bank would fulfill his desire for steady employment. With respect to Maslow's hierarchy of needs theory, by securing a career in private banking, Jack is most likely to fulfill his _____ needs.
A)physiological
B)esteem
C)social
D)safety
E)self-actualization
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Chapter 5: The Communication Process
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Q1) Jake is planning to buy a new smartphone. He studied the contents of an ad describing the superiority of TL smartphones and scrutinized how the advertising message argued in favor of TL's superiority. According to the elaboration likelihood model (ELM), Jake is engaging in which of the following routes to persuasion?
A)Support arguing
B)Central processing
C)Peripheral processing
D)Source bolstering
E)Comparative analysis
Q2) Kevin saw a television ad for the season finale of Expedition of Triumph reality series. As he was impressed with the ad, he made a mental note of the day and time the finale was set to be aired. In this scenario, Kevin's response is an example of a(n):
A)noncognitive response.
B)source derogation.
C)support argument.
D)counterargument.
E)emotional argument.
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Chapter 6: Source, Message, and Channel Factors
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Q1) A two-sided message with a refutational appeal is more effective than a one-sided message because it:
A)presents only arguments favoring an advertiser's position.
B)puts the strongest arguments in the middle of an advertising message.
C)inoculates the target audience against a competitor's counterclaim.
D)increases the level of counterargument.
E)is easily understood and accepted by the target audiencE.Since refutational appeals tend to "inoculate" the target audience against a competitor's counterclaims, they are more effective than one-sided messages in making consumers resistant to an opposing message.
Q2) Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?
A)Expertise
B)Trustworthiness
C)Physical attractiveness
D)Compliance
E)Internalization
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Q1) DAGMAR is:
A)a model for setting advertising goals.
B)a philosophy of consumer behavior.
C)a method of setting sales objectives.
D)a tool used to measure financial assets.
E)an attitude measurement devicE.Colley developed the DAGMAR model for setting advertising objectives and measuring the results of an ad campaign.The major thesis of this model is that communications effects are the logical basis for advertising goals and objectives against which success or failure should be measured.
Q2) In the integrated marketing communications (IMC) model, the flow between the communications analysis and budget determination is a two-way interaction.
A)True
B)False
Q3) The competitive parity method takes advantage of the collective wisdom of the industry.
A)True
B)False
Page 9
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Chapter 8: Creative Strategy: Planning and Development
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Q1) According to Young's model of the creative process, studying the idea to see if it still looks good and shaping the idea to practical usefulness occurs in the last stage of verification.
A)True B)False
Q2) Generally, creative people are not open to research or information that could help them understand the client's target market better.
A)True
B)False
Q3) Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain unexpected details or finish and extend basic ideas so they become more intricate, complicated, or sophisticated?
A)Originality
B)Flexibility
C)Elaboration
D)Artistic value
E)Synthesis
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Q1) Many advertising experts consider the most important part of a print ad to be the:
A)headline.
B)subhead.
C)layout.
D)body copy.
E)needledrop.
Q2) The ad for F.N. Inc., an investment bank, states that the company is "Ranked #1 by the Trading World Magazine." In this scenario, the ad is using a(n) _____ appeal.
A) emotional
B) competitive advantage
C) product feature
D) favorable price
E) product popularity
Q3) Slice-of-life advertisements usually use real-life people, not actors, to make the ads more credible to the audience.
A)True
B)False
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Chapter 10: Media Planning and Strategy
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Q1) Which of the following parameters does the formula for the computation of cost per thousand (CPM) take into account?
A)Cost of ad space
B)Program rating
C)Cost of commercial time
D)Daily inch rate
E)Cost of 1 unit of time
Q2) The situation analysis precedes the marketing and creative strategy plan in the media plan development process.
A)True
B)False
Q3) The rate of product usage in a geographical area can be calculated through the use of:
A)gross rating points.
B)reach and frequency.
C)brand development index.
D)benchmark designated index.
E)category development index.
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Chapter 11: Evaluation of Media: Television and Radio
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Q1) The audio portion of a television commercial is often implanted into the radio spot for the same product. This is known as:
A)positioning.
B)image transfer.
C)cross-beaming.
D)zapping.
E)zipping.
Q2) Scatter market is a buying period that occurs before the TV season begins.
A)True
B)False
Q3) Advertisers use the image transfer process in radio advertising in order:
A)to emphasize the zapping effect.
B)to reinforce its television messages.
C)to transfer the image created by a radio commercial to the point-of-purchase.
D)to transfer the image of celebrities to the advertised brand.
E)to increase commercial clutter.
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Chapter 12: Evaluation of Media: Magazines and Newspapers
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Q1) Which of the following statements is true about newspaper supplements?
A)They are avoided by most national advertisers because they generate high clutter.
B)They are generally considered unsuitable for national advertising due to their high cost.
C)They are similar to national magazines and carry national and regional ads in four-color reproduction quality.
D)They appeal to advertisers who are not concerned about reproduction quality and who prefer to use black and white ads.
E)They are a separate category of newspapers along with daily, weekly, and national newspapers.
Q2) A magazine ad for Relish Soda featured a pop-up cardboard replica of its soda cans. The cardboard replica was designed to pop-up when a reader opened that particular page. This scenario is an illustration of a:
A)bleed page.
B)gatefold.
C)multisensory ad.
D)printacular.
E)run-of-page ad.
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Chapter 13: Support Media
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Q1) Which of the following statements is true of movie theater advertising?
A)Absolute and relative costs per exposure are quite high in movie theater advertising.
B)Movie theater ads offer low emotional attachment to moviegoers.
C)Movie theater advertising does not provide demographic segmentation.
D)Advertising in movie theaters offers lack of clutter as the number of ads is limited.
E)CPM in movie theater advertising is lower than that of any other media.
Q2) Which of the following factors can be primarily attributed to the growth of guerrilla marketing?
A)Technology
B)Changing social attitude
C)Reduced government regulations
D)Inflation
E)Deflation
Q3) Most forms of specialty advertising remain with a potential customer for a long time, providing a high level of retention.
A)True
B)False
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Chapter 14: Direct Marketing
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Q1) Direct marketing is a form of advertising.
A)True B)False
Q2) The two-step approach to direct marketing essentially relies on only one medium to generate a sales response.
A)True B)False
Q3) Which of the following factors has led to a dramatic increase in home shopping?
A)The development of satellite connectivity
B)The nationalization of telephone networks
C)The development of high-definition television
D)The shift in social preferences among consumers
E)The widespread use of credit cards
Q4) Direct marketing is typically restricted to small companies seeking business.
A)True B)False
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Chapter 15: The Internet: Digital and Social Media
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Q1) Ronnie is most likely to come across an interstitial while he is waiting for a download link of a software to load.
A)True
B)False
Q2) Which of the following has been cited as a disadvantage of using the Internet?
A)Inability to tailor messages
B)Lack of sales potential
C)Limited exposure
D)Potential for deception
E)Lack of creativity
Q3) _____ occur when a company pays to sponsor a section of a site.
A)Paid searches
B)Interstitials
C)Regular sponsorships
D)Content sponsorships
E)Irregular sponsorships
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Chapter 16: Sales Promotion
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Q1) Which of the following is true of allocation of the promotional budget when a brand enters the decline stage?
A)In this stage, promotional dollars will be used only for distributing coupons to customers.
B)In this stage, promotional dollars will be used only for distributing samples.
C)In this stage, price-offs and bonus packs must be used intermittently to maintain consumer loyalty.
D)In this stage, all the promotional support for the brand will be removed.
E)In this stage, advertising is primarily a reminder to keep consumers aware of the brand.
Q2) Which of the following is an advantage of sampling through the mail?
A)It offers a greater markup for the retailer than other sampling techniques.
B)It can take place in stores as well as at a variety of other venues such as concerts.
C)The marketer has control over where and when the product will be distributed.
D)The distribution system is unaffected by postal restrictions and increasing postal rates.
E)This sampling method is always used in combination with another sampling method.
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Chapter 17: Public Relations, Publicity, and Corporate Advertising
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Q1) The press, educators, civic and business groups, governments, and financial communities are all:
A)internal audiences.
B)secondary audiences.
C)mediated audiences.
D)external audiences.
E)tertiary audiences.
Q2) _____ advertising is concerned with propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of a sponsor.
A)Advocacy
B)Image
C)Aerial
D)Event
E)Interactive
Q3) Public relations is typically a short-term strategy, , while publicity is a concerted program extending over a period of time.
A)True
B)False
Q4) Ads themselves can be the focus of publicity.
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Chapter 18: Measuring the Effectiveness of the Promotional Program
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Q1) One of the major advantages of inquiry tests is that they are:
A)inexpensive to implement for measuring an ad's effectiveness.
B)very effective for comparing different versions of an ad or medium used.
C)the most accurate measure of the creative aspects of an ad.
D)a true measure of the attention-getting aspects of an ad.
E)not subjected to time constraints.
Q2) _____ measures are designed to evaluate the awareness, familiarity, and preferences engendered by sponsorship based on surveys.
A)Association
B)Physiological
C)Tracking
D)Single-source
E)Portfolio
Q3) Disadvantages associated with laboratory tests include:
A)lack of control of environmental variables.
B)lack of realism leading to a testing bias.
C)the expense associated with collecting feedback information.
D)a loss of specificity.
E)the elimination competitive intelligence gathering opportunities.
Page 20
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Chapter 19: International Advertising and Promotion
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Q1) For its international advertising, Lambert & Rios Corp., a global clothing company, uses an organizational approach in which the president of its global marketing division supervises the company's marketing program in all the host countries but still provides autonomy to local and regional marketing directors. This is an example of a:
A)centralized approach.
B)combination of pattern advertising and regional advertising. C)decentralized approach.
D)combination of the centralized and decentralized approaches. E)matrix network.
Q2) Products from countries with national reputations for quality and/or a distinctive image that can be used as the basis for global advertising capitalize on the: A)cross-selling perception.
B)country-of-origin effect.
C)halo effect.
D)placebo effect.
E)Central Hudson test effect.
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Chapter 20: Regulation of Advertising and Promotion
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Q1) Better Business Bureaus (BBBs) provide effective control over advertising practices at the _____ level.
A)local
B)national
C)global
D)industry-wide
E)international
Q2) The Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF) is an agency within the _____ that enforces laws, develops regulations, and is responsible for tax collection for the liquor industry.
A)Department of Internal Affairs
B)Better Business Bureau
C)Department of Commerce
D)Food and Drug Administration
E)Treasury Department
Q3) The Second Amendment protection has been extended to commercial speech.
A)True
B)False
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Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of
Advertising and Promotion
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Q1) Research has shown that nonverbal behaviors involving _____ are associated more with boys than girls.
A)passivity and knowledge
B)dominance and control
C)aggression and lack of credibility
D)passivity and trustworthiness
E)aggression and lack of knowledge
Q2) For which of the following product categories is the advertising most likely to be criticized as promoting materialistic values?
A)Consumer goods
B)Industrial machinery
C)Health products
D)Transportation services
E)Alcoholic beverages
Q3) Advertising not only informs customers of available goods and services but also facilitates entry into markets for a firm or a new product or brand.
A)True
B)False
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Chapter 22: Personal Selling Online
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Q1) Since the Internet takes away business from channel members, most marketing managers find the Internet to be more of a disadvantage to their efforts than an advantage.
A)True B)False
Q2) Personal selling is typically controlled by the advertising department.
A)True B)False
Q3) Quantitative measures used to evaluate sales personnel include _____.
A)product knowledge
B)selling expenses per call
C)follow-up activities
D)customer feedback
E)marketing intelligence
Q4) Walk-in salespeople are typically respected and well received by customers.
A)True B)False
Page 24
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