Media Planning and Buying
Exam Answer Key
Course Introduction
Media Planning and Buying explores the strategic processes involved in selecting and purchasing advertising space across various media channels to effectively reach target audiences and achieve marketing objectives. This course introduces students to media research, audience segmentation, media mix selection, budgeting, scheduling, and negotiation with media vendors. Through case studies and real-world scenarios, students gain practical knowledge of analyzing media effectiveness, utilizing media planning tools, and understanding contemporary trends in digital, print, and broadcast advertising. By the end of the course, students will be equipped with foundational skills essential for pursuing careers in media agencies, brand management, or advertising strategy.
Recommended Textbook
Advertising Principles and Practice 3rd Edition by Sandra Moriarty
Available Study Resources on Quizplus 14 Chapters
1078 Verified Questions
1078 Flashcards
Source URL: https://quizplus.com/study-set/1591
Page 2
Chapter 1: Introduction to Advertising
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31583
Sample Questions
Q1) In the 1980s,the trend in advertising was a(n):
A)drive toward direct and customised communication
B)drive for customer loyalty
C)emphasis on the measurement of the sales effects of advertising
D)growth of CRM
E)all of the above
Answer: E
Q2) In an advertising context,the term 'convergence' means that:
A)consumers will converge on new technology
B)group public events such as flashmobs will be targeted by advertisers
C)media are coming together to distribute content
D)none of the above
Answer: C
Q3) One point of view about advertising's role is that it is so persuasive that it decreases the likelihood that a consumer will switch to an alternative product.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Advertisings Role in Marketing
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31584
Sample Questions
Q1) Bill works in an ad agency.His job is to recommend how the advertising should work to satisfy the consumers' wants and needs.His insights into the consumer and role as the voice of the consumer define his position.What is his job title likely to be?
A)Account manager
B)Copywriter
C)Account planner
D)Management supervisor
E)Account coordinator
Answer: C
Q2) When marketing strategists speak of markets,they generally refer to groups of people or organisations.
A)True
B)False Answer: True
Q3) A company that operates with a marketing concept philosophy focuses on satisfying its customers' needs and wants.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: Regulation and Ethics of Advertising
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31585
Sample Questions
Q1) Stereotyping of women as only interested in shopping,men as bumbling,and gay men as promiscuous is a thing of the past in advertising.
A)True
B)False
Answer: False
Q2) One of the main issues associated with the advertising of alcohol is its potential to encourage underage drinking.
A)True
B)False
Answer: True
Q3) The Australian Competition and Consumer Commission is the primary agency governing:
A)advertising fees
B)adherence to advertising law
C)broadcasting signals
D)agency fees
E)code of ethics
Answer: B
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Brands and the Advertising Contribution
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31586
Sample Questions
Q1) Which of the following is a component of the affective response?
A)Liking
B)Resonance
C)Brand transformation
D)Needs
E)Both (a)and (b)
Q2) ________ occurs when a presentation of facts,information and explanations leads to understanding.
A)Resonance
B)Conditioned learning
C)Differentiation
D)Memory
E)Cognitive learning
Q3) Things that interrupt the sending as well as the receiving of the message are known as ________ in the basic communication model.
A)encoders
B)decoders
C)feedback
D)interference
E)noise
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Defining Audiences for Advertising
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31587
Sample Questions
Q1) Consumer behaviour describes what consumers do (select,purchase,use and dispose of products),rather than the needs motivating those behaviours.
A)True
B)False
Q2) In which stage of the consumer decision process is a consumer likely to feel cognitive dissonance?
A)Need recognition
B)Information search
C)Evaluation of alternatives
D)Purchase decision
E)Post-purchase behaviour
Q3) Which consumer role involves giving advice about what product to buy?
A)User
B)Influencer
C)Decider
D)Initiator
E)Buyer
Q4) Define psychographics,and explain what makes psychographic measures important to advertisers.
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Strategic Research in Advertising
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31588
Sample Questions
Q1) Compare and contrast primary and secondary research.
Q2) In which type of research are research methods a part of actual purchase and use situations,so that the consumer is a recipient and direct beneficiary of the information?
A)Embedded research
B)Virtual research
C)Insightful analysis
D)Content analysis
E)Semiotic research
Q3) Describe the advantages and challenges of internet and virtual research.
Q4) You work in an advertising agency and have been tasked with recommending some imaginative ways to investigate consumers' relationships with the brands they buy.Briefly describe four of the more imaginative qualitative methods discussed in the chapter.
Q5) What is the biggest drawback of direct observation as a form of research?
A)It has elevated 'people watching' to a science.
B)Its focus is limited to consumer motivations.
C)It shows what is happening but not why.
D)It must rely on open-ended questions.
E)It must study an entire group or population.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Advertising Strategy and Planning
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31589
Sample Questions
Q1) The proposition should be included in the creative brief.
A)True
B)False
Q2) According to Leif Stromnes,nowadays,a planner needs to be part strategic thinker,part creative and part facilitator because strategic planning is a collaborative,iterative process.
A)True
B)False
Q3) A good account planner must be numerate,curious about people and most comfortable in a highly structured work environment.
A)True
B)False
Q4) Focusing on the truths that make the brand benefit indisputable is called the ________ for the proposition.
A)objective
B)support
C)argument
D)issue
E)all of the above
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Print and Out-Of-Home Media
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31590
Sample Questions
Q1) Both ________ and ________ have integrated social networking into their news websites.
A)news.com.au;ninemsn
B)Fox;ninemsn
C)News Corp;Fox
D)news.com.au;BBC
E)BBC;Fox
Q2) Controlled circulation means the magazine is distributed free to specific audiences. A)True
B)False
Q3) Imagine you have been hired to help with the marketing of a local chain of three motorcycle repair shops that are expanding into a broader region,with locations opening in two more cities.Describe how you could apply the principles of multimedia,using messages in newspapers,magazines,packaging,out-of-home advertising and directories.
Q4) Advertising on the web now accounts for 15% of the total advertising pie in Australia. A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Broadcast Media
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31591
Sample Questions
Q1) The top 20 programs on Australian TV in 2008 were dominated by:
A)sports
B)news
C)drama
D)reality TV
Q2) What makes the captive audience dimension the biggest disadvantage of movie advertising?
Q3) Real box-office expenditure on feature films has fallen in the past decade.
A)True
B)False
Q4) A major change in broadcast is _______,or the dissolving distinctions between media systems,distribution and content.
A)free-to-air television
B)convergence
C)user-generated content
D)product placement
E)interactivity
Q5) Describe the difference between internet protocol TV and internet TV.
Q6) What are the advantages of advertising with movie trailers?
To view all questions and flashcards with answers, click on the resource link above. Page 11
Q7) Discuss three advantages and three disadvantages of advertising on television.
Chapter 10: Interactive and Digital Media
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31592
Sample Questions
Q1) Describe the challenges of the web in international advertising.
Q2) Blasting millions of unsolicited email messages to email in-boxes is called
A)blasting
B)spamming
C)junk mailing
D)broadcasting
E)shot gunning
Q3) Which of the following makes a business's domain name easiest for consumers to notice and use?
A)A radio message
B)A print ad
C)A television spot
D)An app
E)A billboard
Q4) List and define the four main roles of the internet.
Q5) There is no difference between branded entertainment and product placement.
A)True
B)False
Q6) How does internet advertising fulfil the primary purposes of advertising?
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Media Strategy, planning and Buying
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31593
Sample Questions
Q1) Which two methods do media planners use to estimate the frequency of a schedule?
A)Pulsing and flighting
B)Weighted frequency and weighted reach
C)Average frequency and gross frequency
D)Average and cumulative frequency distribution
E)Gross frequency and frequency distribution
Q2) Which of the following is the key function of media buying?
A)Provide information to media planners.
B)Select the media vehicles that best fit the audience.
C)Negotiate cost and make the media buy.
D)Handle all billing and payment.
E)Monitor the media plan performance.
Q3) To enhance the effect of a magazine advertisement,it should be placed adjacent to a:
A)letter from the editor
B)centrefold
C)compatible story
D)puzzle page
E)fashion spread
Q4) Your friend is considering advertising on the internet.How do you respond?
Page 13
To view all questions and flashcards with answers, click on the resource link above.
Chapter 12: The Creative Side of Advertising Strategy
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31594
Sample Questions
Q1) A(n)________ message strategy delivers information symbolically by connecting a brand with a certain type of person,lifestyle or other characteristics.
A)unique selling proposition (USP)
B)association
C)selling premise
D)action
Q2) Getting attention is the ________ power of an advertisement;keeping attention is the ________ power of an ad.
A)stopping;sticking
B)pulling;stopping
C)stopping;pulling
D)pulling;sticking
E)sticking;pulling
Q3) Lisa Duke found that winners of the premier One Show Awards defined an effective creative concept as having four characteristics.What were they?
Q4) Effective advertising is a product of both science and art.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Copywriting
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31595
Sample Questions
Q1) Radio's special advantage is that the story is visualised in the listener's imagination and is referred to as ________.
A)theatre of the mind
B)the mind's imagination
C)image enhancer
D)theatre of the imagination
E)'I saw it on the radio'
Q2) Which of the following is considered the most important element in radio advertising?
A)Voice
B)Music
C)Sound effects
D)Motion
E)Copy
Q3) The tools of radio copywriting include voice,music and sound effects.
A)True
B)False
Q4) Describe the qualities of a good copywriter.
Q5) Compare and contrast copywriting for radio and copywriting for television.
Q6) Name and describe the types of direct- and indirect-action headlines.
Page 15
To view all questions and flashcards with answers, click on the resource link above.
Chapter 14: Art Direction and Production
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31596
Sample Questions
Q1) Rotogravure uses an incised surface of images engraved into the plate.When the plate strikes the surface of the paper,ink is transferred from wells in the incisions.It is especially good for long runs of good-quality work.
A)True
B)False
Q2) A key principle of layout and design is ________,which makes one element stand out from another and indicates importance.
A)unity
B)oneness
C)balance
D)contrast
E)proportion
Q3) How the lines align at one end or another is a design choice in print ads known as ________.
A)alignment
B)posture
C)points
D)justification
E)legibility
To view all questions and flashcards with answers, click on the resource link above.
Page 16