Media Planning and Buying Exam Bank
Course Introduction
Media Planning and Buying explores the strategic process of identifying, evaluating, and purchasing advertising space across various media channels to effectively reach target audiences. This course covers essential topics such as audience analysis, media objectives, budgeting, scheduling, negotiation with media vendors, and the evaluation of media effectiveness. Students will gain practical knowledge in developing comprehensive media plans, understanding the metrics and tools used in media buying, and adapting strategies to evolving digital landscapes. Through case studies and real-world scenarios, the course equips learners with the skills required to optimize media investments and achieve campaign goals efficiently.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 8th Global Edition by Kenneth
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15 Chapters
3080 Verified Questions
3080 Flashcards
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Chapter 1: Integrated Marketing Communications
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114 Verified Questions
114 Flashcards
Source URL: https://quizplus.com/quiz/28625
Sample Questions
Q1) The advancement of the internet and information technology has caused some market channel power shift to consumers.
A)True
B)False
Answer: True
Q2) Define GIMC. Why is GIMC important?
Answer: GIMC is globally integrated marketing communications. It is important because most companies compete in an international arena.
Q3) Each of the following are trends impacting the use of integrated advertising and marketing communications except:
A)explosion of digital media.
B)increases in perceptions of brand power.
C)changes in channel power.
D)increase in global competition.
Answer: B
Q4) When a customer examines a magazine ad, decoding takes place.
A)True
B)False
Answer: True
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Chapter 2: Corporate Image and Brand Management
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204 Verified Questions
204 Flashcards
Source URL: https://quizplus.com/quiz/28632
Sample Questions
Q1) Define the terms "brand" and "brand image."
Answer: A brand is the word, term, or phrase featured as the name of a product, product line, or company. Brand image reflects the feelings consumers and businesses have about the overall organization as well as its individual products or product lines.
Q2) From a consumer's perspective, a strong brand image provides each of the following except:
A)assurance regarding purchase decisions in unfamiliar settings.
B)purchase alternatives.
C)a reduction in search time.
D)social acceptance of purchases.
Answer: B
Q3) Monster.com is an example of a(n):
A)overt name.
B)implied name.
C)conceptual name.
D)iconoclastic name. Answer: D
Q4) What are the four types of brand names?
Answer: Overt names, implied names, conceptual names, iconoclastic names.
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Chapter 3: Buyer Behaviors
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210 Verified Questions
210 Flashcards
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Sample Questions
Q1) The set of brands a consumer knows about but has neither positive nor negative feelings for is part of which set?
A)Inept
B)Inert
C)Cognitive
D)Evoked
Answer: B
Q2) Typically, a new task purchasing situation involves the most members of the buying center and takes the greatest amount of time to complete.
A)True
B)False
Answer: True
Q3) Consumer values are loosely held attitudes about various topics or concepts.
A)True
B)False
Answer: False
Q4) Describe a straight rebuy business-to-business purchasing situation.
Answer: In a straight rebuy, the firm has previously chosen a vendor and places a reorder.
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Chapter 4: The Imc Planning Process
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213 Verified Questions
213 Flashcards
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Sample Questions
Q1) Each of the following would be an example of a marketing objective, except:
A)increase market share.
B)meet a targeted return on investment.
C)enhance brand image.
D)increase sales volume.
Q2) What are the components of a communications analysis?
Q3) During the product-specific research phase of advertising research, an agency's employee may ask consumers if there are any problems or difficulties with the product.
A)True
B)False
Q4) What is the first step in the IMC planning process? Describe the components.
Q5) Meet-the-competition method of developing a marketing communications budget is often used in industries with a dominant number one brand.
A)True
B)False
Q6) When marketing to children, a company is using generation segmentation.
A)True
B)False
Q7) Define product positioning.
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Chapter 5: Advertising Management
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237 Verified Questions
237 Flashcards
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Sample Questions
Q1) Liking follows awareness and knowledge in the hierarchy of effects model.
A)True
B)False
Q2) When BMW motorcycle advertisements began targeting females, the initial impact was minimal, but after some time passed the ads began to have an impact on inquiries by females and later on sales revenues. This illustrates:
A)the impact of communication goals on sales revenues.
B)threshold effects.
C)sales-response function curve.
D)carryover effects.
Q3) Advertising goals are derived from:
A)communications market analysis.
B)the message theme.
C)communication objectives.
D)the mission statement of the company.
Q4) If a company's marketing manager says, "I have a good feeling about working with this advertising agency," chemistry is probably present.
A)True
B)False
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Chapter 6: Advertising Design
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280 Verified Questions
280 Flashcards
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Sample Questions
Q1) A hyperbole message strategy is a conative form of message strategy.
A)True
B)False
Q2) The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief, the objective of the advertisement, and the means-end chain to be conveyed.
A)True
B)False
Q3) Using sensuality as a type of sex appeal in advertising:
A)requires both visual and verbal cues.
B)requires viewer imagination.
C)is based on subliminal cues.
D)works only with female viewers since they are more romantic than men.
Q4) Demonstration ads are well suited to print ads because the actual product features can be clearly shown.
A)True
B)False
Q5) What approaches to sexuality are used in advertising?
A)True
B)False
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Chapter 7: Traditional Media Channels
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226 Verified Questions
226 Flashcards
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Sample Questions
Q1) Of the following media, the one that is least able to target specific target markets is:
A)television.
B)radio.
C)magazines.
D)out-of-home.
Q2) Describe opportunities to see (OTS)and gross rating points (GRP).
Q3) Media planning now drives much of the strategic planning process as advertising and marketing campaigns are developed.
A)True
B)False
Q4) Power has recently shifted and creatives now hold more than media planners and buyers in many advertising agencies.
A)True
B)False
Q5) Effective reach is the percentage of an audience that is exposed to an advertising message.
A)True
B)False
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Chapter 8: Digital Marketing
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215 Verified Questions
215 Flashcards
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Sample Questions
Q1) A ComScore study revealed that paid search ads have a positive impact on all of the following except:
A)brand awareness.
B)brand image.
C)purchase intentions.
D)brand perception.
Q2) Widgets are mini-applications embedded in a company's website to track a visitor's movements and activities while on the site.
A)True
B)False
Q3) Forever 21 offering an easy "how to measure" chart on its website is an example of a which type of e-commerce incentive?
A)Financial
B)Convenience
C)Value-added
D)Cyberbait
Q4) Describe the characteristics of a successful e-commerce site.
Q5) What is brand spiraling?
Q6) Describe a mobile-optimized website design.
Page 10
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Chapter 9: Social Media
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186 Verified Questions
186 Flashcards
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Sample Questions
Q1) If consumers express a low level of satisfaction with a brand's social media communications, it will negatively impact their desire to purchase the brand.
A)True
B)False
Q2) The primary reasons consumers follow a brand is to keep up with the brand's activities and to receive special deals or take part in a contest or sweepstake.
A)True
B)False
Q3) Each of the following statements about blogs is correct, except:
A)blogs are often tied in with viral marketing campaigns.
B)blogs have been created on a wide range of topics.
C)some blogs permit visitors to post comments, others do not.
D)blogs are a powerful means of spreading word-of-mouth communications about a product.
Q4) In most cases, consumers begin following a brand after they have purchased it.
A)True
B)False
Q5) Identify the major categories of social networks and describe each.
Q6) Describe influencer marketing.
Page 11
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Chapter 10: Alternative Marketing
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) The idea behind alternative marketing is to replace traditional media with newer forms of media that are more successful at reaching consumers.
A)True
B)False
Q2) Buzz marketing can be compared to a virus. The inoculation stage:
A)involves the product being adopted by the early majority.
B)involves the product being used by a few innovators or trendsetters.
C)corresponds to the product being introduced.
D)involves widespread use of the product.
Q3) The biggest surge in the popularity of product placements occurred:
A)in 1982 when Reese's Pieces were used to lure E.T. out of hiding.
B)in the 1930s when Buick had a 10-picture deal with Warner Brothers for placement of cars in each of the movies.
C)in 2007 when Tyson Foods sponsored ABC's Extreme Makeover.
D)when Colgate sponsored the Colgate Comedy Hour in the 1950s.
Q4) Buzz marketing can be compared to a virus, consisting of three stages: inoculation, introduction, and infection.
A)True
B)False
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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208 Verified Questions
208 Flashcards
Source URL: https://quizplus.com/quiz/28627
Sample Questions
Q1) Data mining is:
A)collecting addresses and zip codes of customers.
B)reviewing past purchases of a product by customers.
C)building profiles of customer segments and preparing models that predict their future purchase behavior.
D)selecting cities for data analysis.
Q2) In calculating lifetime value, the cost of acquiring a customer is typically determined by dividing the total marketing and advertising costs by the firm's total number of customers.
A)True
B)False
Q3) When Carrie hosts a party for Mark cosmetics and invites her friends and relatives in an effort to encourage them to purchase some Mark products, it is which method of direct response marketing?
A)Trawling
B)Direct sales
C)Permission marketing
D)A frequency program
Q4) Describe a customer relationship management (CRM)program.
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Chapter 12: Sales Promotions
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208 Verified Questions
208 Flashcards
Source URL: https://quizplus.com/quiz/28628
Sample Questions
Q1) What are the four categories of consumers?
Q2) Funds paid to retailers by manufacturers to stock new products are:
A)prepaid off-invoice allowances.
B)drop-ship allowances.
C)quantity discounts.
D)slotting fees.
Q3) When the price of a product is reduced through a trade allowance, it is referred to as being:
A)on-deal.
B)off-deal.
C)a side deal.
D)a slotting fee.
Q4) In a trade promotions program, offering additional free merchandise for placing an order is:
A)a slotting fee.
B)a discount invoice.
C)spiff money.
D)a premium or bonus pack.
Q5) What problems must be overcome when developing international sales promotions programs?
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Chapter 13: Public Relations and Sponsorship Programs
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211 Verified Questions
211 Flashcards
Source URL: https://quizplus.com/quiz/28629
Sample Questions
Q1) Biodegradable laundry detergent is an example of:
A)cause-related marketing.
B)event marketing.
C)green marketing.
D)positive public relations.
Q2) When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. He stated it was not Ford's fault. Nasser used which method?
A)Expression of innocence
B)Excuses
C)Apology
D)Justifications
Q3) Sponsorships and event-marketing have increased in popularity during the past decade due to their potential to:
A)produce pro-active damage control mechanisms.
B)boost sales and profits.
C)reach consumers on a one-to-one basis.
D)accelerate new product development.
Q4) Describe the public relations department and the nature of a hit.
Q5) Describe sponsorship marketing.
15
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Chapter 14: Regulations and Ethical Concerns
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197 Verified Questions
197 Flashcards
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Sample Questions
Q1) A "typical person" must believe the content of an advertisement to be false in order for the Wheeler-Lea Amendment to apply.
A)True
B)False
Q2) Describe a cease and desist order made by the Federal Trade Commission (FTC).
Q3) The Children's Advertising Review Unit of the CBBB operates in a manner similar to the National Advertising Division of the CBBB in terms of handling complaints.
A)True
B)False
Q4) Concerns and criticisms regarding advertising include each of the following except advertising:
A)to children is unethical.
B)is often offensive.
C)perpetuates stereotyping of males, females, and minority groups.
D)leads to greater levels of governmental regulation.
Q5) Civil law is based on local customs, traditions, and precedents.
A)True
B)False
Q6) What criteria must be met to deem an advertisement deceptive or misleading?
Page 16
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Chapter 15: Evaluating an Integrated Marketing Program
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169 Verified Questions
169 Flashcards
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Sample Questions
Q1) In an advertising tracking research exercise, respondents are shown a(n):
A)entire ad, but without the brand name being visible.
B)brief portion of the ad that includes one mention of the brand name.
C)brief portion of the ad or stills of the ad with the brand name removed or hidden.
D)series of ads so they will not know which ad is being studied.
Q2) Measuring emotional reactions to ads is important because ads that elicit negative emotions are more likely to be remembered.
A)True
B)False
Q3) An in-market advertising research method that monitors a brand's performance and advertising effectiveness is:
A)emotional reaction tests.
B)copytesting.
C)cognitive neuroscience.
D)advertising tracking research.
Q4) PACT stands for position advertising copytesting.
A)True
B)False
Q5) Describe advertising research tracking and what it can be used to evaluate.
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