Media Planning and Buying Exam Preparation Guide
Course Introduction
Media Planning and Buying explores the strategic processes involved in selecting and purchasing advertising space across various media platforms to effectively reach target audiences. The course covers methods for analyzing consumer media behavior, budgeting, and the comparative value of different media options such as digital, print, broadcast, and outdoor. Students will learn how to develop comprehensive media plans, negotiate rates with vendors, measure campaign performance, and adapt strategies based on audience insights and market trends. Emphasizing both theoretical frameworks and practical applications, this course prepares students for roles in advertising agencies, marketing departments, and media organizations.
Recommended Textbook
Canadian Advertising in Action 10th Edition by Keith
J. Tuckwell
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14 Chapters
1537 Verified Questions
1537 Flashcards
Source URL: https://quizplus.com/study-set/2073 Page 2
Chapter 1: Advertising in a Marketing Communications Environment
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109 Verified Questions
109 Flashcards
Source URL: https://quizplus.com/quiz/41243
Sample Questions
Q1) Explain the difference between advertising and public relations.
Answer: Both advertising and public relations are forms of marketing communications.Advertising is a paid form of communications where the company pays for space in a channel of communications.Examples would be a television spot,a radio spot,a print advertisement in a magazine or newspaper,or an advertising banner on the internet.In contrast,public relations is an unpaid form of communications.Publication of a message is not directly funded by the company.Instead,companies rely on the media to see their message as newsworthy so that it will be published or broadcasted.Partnering with causes for the public good usually results in newsworthy messages.
Q2) Trade advertising is done by manufacturers and directed at A) the legal profession
B) consumers
C) industrial buyers
D) channel members
E) advertising agencies
Answer: D
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Chapter 2: The Advertising Industry
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) The position of advertising manager is in the
A) advertising agency
B) client organization
C) printing industry
D) magazine sector
E) television network
Answer: B
Q2) Which role within an agency is involved in managing production deadlines?
Answer: The production manager ensures all production activities are completed within scheduled time frames.He/she coordinates people,places and schedules with external companies involved in the production,including recruiting models,film crews,and costumes,for example.A traffic manager is responsible for ensuring that the final product (print or broadcast commercial)reaches the media destination on time.
Q3) From the viewpoint of the agency,the advertising manager is the person it must satisfy first.
A)True
B)False
Answer: True
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Chapter 3: Consumer Behaviour Concepts and Target Marketing
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41245
Sample Questions
Q1) Why should advertisers pay more attention to communicating with Canadian women?
Answer: Thirty-one percent of Canadian women make more money than their husbands,and 20% earn the same amount.Women control 51% of private wealth,make 58% of investment decisions,and control 80% of household spending.Financial institutions capitalize on these numbers.RBC Financial,TD Canada Trust,and Scotiabank specifically target women in advertising their investment,insurance,and RRSP products.
Q2) How does Molson Canadian and Coors Light advertising demonstrate lifestyle positioning?
Answer: Lifestyle positioning through advertising attaches a product to a desired lifestyle of the user.Lifestyle positioning is an effective technique to attract a specific target in crowded markets where competing products are perceived to be similar.Young men,beautiful girls and party situations are common scenes in beer commercials.They depict the lifestyle desired by the 20-year-old target audience.The product is shown to be a natural part of the contemporary lifestyle of a young beer drinker.
Q3) The positioning strategy statement should be detailed.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Strategic Planning Concepts for Marketing Communications
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) "To create a 75% awareness level for the Schick Quattro razor among 16 to 29 year old males" is an example of
A) a vision statement
B) a marketing communications objective
C) a value statement
D) an advertising objective
E) a media strategy
Q2) Why is a geographic profile a necessary part of a target-market profile?
Q3) When determining a target market,geographic profiles are considered because A) differences in regional climate zones will affect distribution
B) people in urban areas spend more
C) some people prefer to shop online
D) there are distinct regional differences that will influence marketing strategies
E) most people live in cities
Q4) Strategic business planning involves making decisions about objectives,strategies and tactics.
A)True
B)False
Q5) Describe how Nike's positioning strategy affects their advertising.
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Chapter 5: Creative Planning Essentials
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Advertising objectives focus on
A) behavioural issues
B) product issues
C) emotional issues
D) rational issues
E) positioning strategies
Q2) In a testimonial advertisement,the message and the product are usually presented by
A) cartoon characters
B) a celebrity
C) actors
D) professional models
E) a typical real-world user
Q3) Explain the factual-appeal technique.
Q4) What role does the support claims statement play as an element in the creative objective?
Q5) The creative team need not concern itself with what competitor brands are saying and how they are saying it.
A)True
B)False
Page 7
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Chapter 6: Design,layout,and Production
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41248
Sample Questions
Q1) Exterior transit advertising reaches pedestrians and travellers in other vehicles,so the advertising must consist of
A) corporate advertising
B) a vertical split
C) bold type, punchy copy
D) black and white photography
E) a long copy
Q2) The style of TV ad that is most likely to show a product being associated with a particular lifestyle is
A) demonstration ad
B) slice of life ad
C) testimonial
D) celebrity endorsement
E) YouTube
Q3) Balance refers to
A) the use of left and right side
B) the use of black and white
C) the use of colour
D) the flow of the advertisement
E) the use of various media
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Chapter 7: Media Planning Essentials
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41249
Sample Questions
Q1) One of the factors that can affect the advertising budget is the
A) location of the company
B) cost of developing an internet home page
C) current recession
D) management's perception of the value of advertising
E) opinion of customers
Q2) What constitutes a well-written media objective?
Q3) In terms of marketing communications,the nature of the product (the degree of uniqueness)can influence the amount of money spent on
A) advertising
B) product development
C) market research
D) strategic alliances
E) distribution
Q4) Traditional wisdom suggests that reach is a more important variable than frequency.
A)True
B)False
Q5) Explain the media concept called "recency."
Q6) What is a build-up schedule?
Page 9
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Chapter 8: Print Media: Newspapers and Magazines
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41250
Sample Questions
Q1) Newspaper readership tends to increase as a person's level of education and income increases.
A)True
B)False
Q2) If an 8-page insert in the Toronto Star has a CPM rate of $10.00,then 421 700 inserts would cost
A) $2 272 500
B) $227.25
C) $42,170
D) $450 000
E) $22 139.25
Q3) With regard to rate schedules,rates charged by line go down
A) as the size of the advertisements increase
B) if advertisements are spaced apart by set periods of time
C) if the ad is in the same location as before
D) based on the amount of white space in advertisements
E) as the number of lines increases over a specified period
Q4) Explain the factors that can affect newspaper rate schedules.
Q5) "There is nothing as stale as yesterday's news." Which disadvantage of newspaper does this phrase sum up?
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Chapter 9: Broadcast Media: Television and Radio
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41251
Sample Questions
Q1) Compare the Adult Contemporary (AC)radio station format to Golden Oldies.
Q2) Explain how television ratings are determined.
Q3) The latest statistics available reveal that the percentage of Canadian households that are reached by both television and radio is
A) 99%
B) 85%
C) 76%
D) 68%
E) 60%
Q4) List the dayparts in television used to determine the rates for commercials.
Q5) The situation where a special program replaces a regularly scheduled program is known as
A) optimizing
B) run of schedule
C) D-Day
D) media convergence
E) pre-emption
Q6) How does a frequency discount differ from a continuity discount?
Q7) Describe product placement and provide one example.
Q8) Describe the potential discounts available to radio advertisers.
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Chapter 10: Out-Of-Home Media
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41252
Sample Questions
Q1) Cinema advertising is becoming a big hit with companies seeking to reach
A) younger consumers
B) children
C) seniors
D) married adults
E) baby boomers
Q2) Why would an advertiser invest in the high cost of producing a backlit poster?
Q3) The in-store advertising and merchandising concepts used by supermarkets and convenience stores are designed to
A) capture a fast-moving target market
B) stimulate impulse purchases
C) fit on modular display racks
D) compete with big-box stores
E) appeal to specific demographics
Q4) One of the disadvantages of making transit a media choice is
A) selective market coverage
B) low reach and frequency
C) often crowded interior environment
D) large amount of space for creative
E) messages cannot be easily changed
Page 12
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Chapter 11: Direct-Response Media
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41253
Sample Questions
Q1) Why are direct mail lists considered to be the backbone of campaigns?
Q2) Explain the advantages that bounce backs offer.
Q3) An insert that is strip-glued (a gum-like glue)directly into a publication is called a
A) sample
B) gatefold
C) flexform
D) reply card
E) tip-in
Q4) It is estimated that less than 50 percent of the success or failure of any mail campaign hinges upon the database that is used.
A)True
B)False
Q5) A envelope containing a variety of offers from non-competitive products is an example of
A) solo direct mail
B) DRTV
C) co-operative direct mail
D) bounce back
E) selective direct mail
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Chapter 12: Interactive Communications
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41254
Sample Questions
Q1) The number of unique visitors per month in all sites related to a conversation in which the advertiser is participating is called
A) interaction rate
B) tracking
C) time spent
D) conversation-relevant link
E) conversation reach
Q2) Advergaming refers to the placement of ads in commercially sold games or in games played online.
A)True
B)False
Q3) Sponsorships of contests on a website are more likely to use this type of fee system.
A) flat fee
B) microsite
C) cost per thousand rate
D) sponsorship
E) pay-per-performance
Q4) Describe the benefits associated with a company blog.
Q5) What is a sponsorship and how can it be advantageous for an advertiser?
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Chapter 13: Sales Promotion
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41255
Sample Questions
Q1) Describe the various methods of sample distribution.
Q2) The most common type of refund is the
A) premium
B) multiple-purchase refund
C) single-purchase refund
D) slippage
E) buy one, get a dollar back
Q3) An objective of trade promotion is to
A) encourage consumer loyalty
B) promote competition
C) encourage just-in-time inventory management
D) secure merchandising support from distributors
E) have consumers make trial purchases
Q4) What objectives can rebate offers help accomplish?
Q5) What is the purpose of branded promotion merchandise?
Q6) How often should a company use a promotion activity?
Q7) Beer manufacturers see premium offers as a vital tool for building business during the critical summer months.
A)True B)False
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Chapter 14: Public Relations and Experiential Marketing
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41256
Sample Questions
Q1) Distributors and suppliers are part of an organization's internal publics.
A)True
B)False
Q2) The International Olympic Committee ambush marketing rules
A) protect sponsors
B) encourage non-sponsors to place products at the Olympics
C) protect athletes from marketers
D) advertise sponsors
E) link sponsors to venues of the Olympics
Q3) Toyota faced this type of situation when it had to recall over four million vehicles in North America because of sticky gas pedals.
A) publicity
B) product placement
C) reputation management
D) advocacy advertising
E) public affairs
Q4) Venue sponsorship is another form of event sponsorship.
A)True
B)False
Q5) How can a corporate or brand website be used as a public relations tool?
Page 16
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