Media Planning and Buying Final Exam Questions
Course Introduction
Media Planning and Buying introduces students to the fundamental principles and practices of strategizing, selecting, and purchasing media to effectively reach target audiences within the modern advertising landscape. The course covers the critical stages of media planning, including audience analysis, media selection, budget allocation, scheduling, and performance measurement. Students will explore both traditional and digital media channels, learning how to evaluate and integrate diverse platforms to achieve marketing objectives. Through real-world case studies and hands-on projects, the course emphasizes negotiation strategies, campaign optimization, and the use of industry tools for media buying, equipping students with practical skills to thrive in the competitive media industry.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
Available Study Resources on Quizplus
23 Chapters
2562 Verified Questions
2562 Flashcards
Source URL: https://quizplus.com/study-set/365
Page 2
Chapter 1: An Overview of Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
101 Verified Questions
101 Flashcards
Source URL: https://quizplus.com/quiz/6168
Sample Questions
Q1) Describe the basic philosophy underlying integrated marketing communications (IMC),and discuss reasons why firms have not practiced IMC all along and why there is a reluctance to change.
Answer: The philosophy underlying IMC is the careful coordination of a brand's sundry marketing communications elements.The reasons firms have not practiced IMC all along include: (1)organizations have handled advertising,sales promotions,point-of-purchase displays,and other communication tools as virtually separate practices because different units within organizations have specialized in separate aspects of marketing communications and (2)outside suppliers (i.e.,advertising agencies,PR agencies,and sales promotion agencies)also have tended to specialize in single facets of marketing communications rather than possess expertise across the board.
There has been a reluctance to change from this single-function,specialist model due to managerial parochialism (e.g.,advertising people sometimes view the world exclusively from an advertising perspective and are blind to other communication traditions)and for fear that change might lead to budget cutbacks in their areas of control and reductions in their authority and power.Agencies also have resisted change due to reluctance to broaden their function beyond the one aspect of marketing communications in which they have developed expertise and built their reputations.
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Enhancing Brand Equity and Accountability
Available Study Resources on Quizplus for this Chatper
103 Verified Questions
103 Flashcards
Source URL: https://quizplus.com/quiz/6169
Sample Questions
Q1) The EquiTrend survey asks respondents to rate a number of brands in terms of two dimensions: quality and salience.
A)True
B)False
Answer: True
Q2) Which marcom tool is an especially important instrument of meaning transfer?
A) sales promotion
B) personal selling
C) advertising
D) public relations
E) frequency programs
Answer: C
Q3) Co-branding occurs when two or more brands enter into a partnership that potentially serves to enhance both brands' equity and profitability.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Brand Adoption, Brand Naming, and Intellectual
Property Issues
Available Study Resources on Quizplus for this Chatper
98 Verified Questions
98 Flashcards
Source URL: https://quizplus.com/quiz/6170
Sample Questions
Q1) A variable that influences the awareness class would include _____.
A) free samples
B) price discounts
C) demographics
D) product satisfaction
E) All of these are correct.
Answer: A
Q2) The degree to which an innovation is perceived to fit into a person's way of doing things is termed _____.
A) observability
B) complexity
C) trialability
D) compatibility
E) relative advantage
Answer: D
Q3) Brand names are sometimes selected based on the empty-vessel philosophy.
A)True
B)False
Answer: True
Page 5
To view all questions and flashcards with answers, click on the resource link above.
Chapter 4: Environmental, Regulatory, and Ethical Issues
Available Study Resources on Quizplus for this Chatper
103 Verified Questions
103 Flashcards
Source URL: https://quizplus.com/quiz/6171
Sample Questions
Q1) Jake and thousands of others like him purchased a product advertised on TV that claimed instant hair growth with one application.Jake is representative of the many purchasers of this product in that he is highly sensitive about his recent balding.Because the advertised product is ineffective,the FTC would likely consider this a case of _____ advertising.
A) unfair
B) deceptive
C) unreasonable
D) unrepresentative
E) unethical.
Q2) For marketing communicators,ethics involves matters of right and wrong,or moral,conduct pertaining to any aspect of marketing communications.
A)True
B)False
Q3) Slotting allowances require manufacturers to pay retailers a per-store fee for their willingness to handle a new stock unit from the manufacturer.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Segmentation, Targeting, and Positioning
Available Study Resources on Quizplus for this Chatper
145 Verified Questions
145 Flashcards
Source URL: https://quizplus.com/quiz/6172
Sample Questions
Q1) Which VALS group has the lowest income?
A) Thinkers
B) Strivers
C) Experiencers
D) Makers
E) Survivors
Q2) Product design,color,and size are all examples of _____.
A) non-product-related attributes
B) product benefits
C) basic consumer needs
D) product-related attributes
E) product imagery
Q3) Martin is a politically conservative person who respects authority and the status quo.He drives a high-end automobile and shops at expensive specialty shops.In terms of the VALS framework,Martin is a(n)_____.
A) Maker
B) Believer
C) Achiever
D) Experiencer
E) Striver
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: The Communication Process and Consumer Behavior
Available Study Resources on Quizplus for this Chatper
92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/6173
Sample Questions
Q1) The word communication is derived from the Latin word communis,which means "communion."
A)True
B)False
Q2) Information in short-term memory that is not thought about or rehearsed will be lost from STM in about _____.
A) 30 seconds or less
B) 3 minutes or less
C) 6 minutes or less
D) 9 minutes or less
E) 12 minutes or less
Q3) Exposing consumers to the marketing communicator's message does not ensure that the message will have an impact.
A)True
B)False
Q4) The HEM perspective views consumers as pursuing objectives which allow them to get the most for their money.
A)True
B)False
Page 8
To view all questions and flashcards with answers, click on the resource link above.
Chapter 7: The Role of Persuasion in Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/6174
Sample Questions
Q1) According to the ELM theory,people experience _____ attitude changes when persuaded via the peripheral route.
A) temporary
B) permanent
C) semi-permanent
D) exceptional
E) None of these are correct.
Q2) Evelyn Rivers is the advertising director of a chain of health clubs.She is putting together an advertisement.She wants to enhance the consumers' opportunity to encode information.The best way to accomplish this objective would be to _____.
A) repeat the ad on multiple occasions
B) use loud music
C) use celebrities
D) use colorful ads
E) employ verbal framing
Q3) Explain why physical attractiveness and similarity are important.
Q4) The cognitive component of an attitude represents one's behavioral tendency.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Objective Setting and Budgeting
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/6175
Sample Questions
Q1) The _____ function refers to the relationship between money invested in advertising and the response,or output,of that investment in terms of revenue generated.
A) sales response
B) advertising response
C) sales-to-advertising response
D) advertising-to-sales response
E) marcom response
Q2) Which marcom tool is best at encouraging trial purchases?
A) advertising
B) personal selling
C) public relations
D) sales promotion
E) point-of-purchase displays
Q3) The world's leading advertiser is _____.
A) Coca Cola
B) Procter & Gamble
C) General Motors
D) Philip Morris
E) McDonald's
To view all questions and flashcards with answers, click on the resource link above.
Page 10
Chapter 9: Overview of Advertising Management
Available Study Resources on Quizplus for this Chatper
121 Verified Questions
121 Flashcards
Source URL: https://quizplus.com/quiz/6176
Sample Questions
Q1) ____ procure specific vehicles within particular media that have been selected for an agency's clients.
A) Account executives
B) Account planners
C) Media planners
D) Media buyers
E) Media directors
Q2) Identify situations where an advertiser would use in-house advertising operations,full-service advertising agencies,and a la carte arrangements.Your answer should include a discussion of the advantages and disadvantages of each of the three alternatives.
Q3) Smaller competitors in an industry typically have to invest relatively larger percentages of their sales revenues in advertising than do larger competitors.
A)True
B)False
Q4) Describe the advertising management process from the advertiser's perspective.
Q5) In general,we can consider four combinations of advertising and price elasticities.Discuss the implications of each of these situations.
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Effective and Creative Ad Messages
Available Study Resources on Quizplus for this Chatper
97 Verified Questions
97 Flashcards
Source URL: https://quizplus.com/quiz/6177
Sample Questions
Q1) _____ addresses the matter of whether an advertisement reflects empathy with the target audience's basic needs and wants as they relate to making a brand-choice decision in a particular product category.
A) Appropriateness
B) Novelty
C) Stickiness
D) Concreteness
E) Connectedness
Q2) A value proposition is the essence of a message and the reward to the consumer for investing his or her time attending an advertisement.
A)True
B)False
Q3) The resonance creative style structures an advertising campaign to pattern the prevailing lifestyle orientation of the intended market segment.
A)True
B)False
Q4) Compare and contrast corporate image advertising and corporate issue advertising,and provide an example of each.
To view all questions and flashcards with answers, click on the resource link above.
Page 12
Chapter 11: Endorsers and Message Appeals in Advertising
Available Study Resources on Quizplus for this Chatper
129 Verified Questions
129 Flashcards
Source URL: https://quizplus.com/quiz/6178
Sample Questions
Q1) Airbrushing a word on a picture in a magazine advertisement is an example of using embedding.
A)True
B)False
Q2) Ad advertisement for Imodium A-D anti-diarrheal medicine compares having to take two pills to several spoonfuls of the "pink stuff." Which type of comparative advertisement is this?
A) direct
B) indirect
C) subtle
D) inoffensive
E) stealth
Q3) In considering celebrity endorsers,brand managers must perform _____ to determine whether a more expensive celebrity can be justified in terms of a proportionately greater return on investment.
A) qualitative research
B) Q-rating tests
C) a cost-benefit analysis
D) a credibility analysis.
E) a focus group.
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Traditional Advertising Media
Available Study Resources on Quizplus for this Chatper
102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/6179
Sample Questions
Q1) A strength of radio advertising is _____.
A) the ability to reach segmented audiences
B) the ability to reach prospective customers on a personal and intimate level
C) low cost per thousand
D) short lead-times
E) All of these are correct.
Q2) In terms of target audience cost per thousand,radio advertising is considerably more expensive than other mass media.
A)True
B)False
Q3) An advantage of radio advertising is its ability to reach prospective customers on a personal and intimate level.
A)True
B)False
Q4) A provider of national radio network ratings is _____.
A) Arbitron's RADAR
B) Bruzzone Research Company
C) Nielsen Media Research
D) Experian Simmons
E) GfK Mediamark Research
Page 14
To view all questions and flashcards with answers, click on the resource link above.
Chapter 13: Online and Mobile Advertising
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/6180
Sample Questions
Q1) Podcasting is a visual version of blogging.
A)True
B)False
Q2) Individualization refers to the fact that advertisers can control the flow of information to individual consumers.
A)True
B)False
Q3) Which is the leading search engine?
A) Google
B) Yahoo!
C) Bing
D) MSN
E) YouTube
Q4) Banner ads are the least common form of Internet advertising.
A)True
B)False
Q5) The idea of reciprocity generally defines the nature of interactive media.
A)True
B)False
Q6) Compare and contrast the concepts of individualization and interactivity.
Page 15
To view all questions and flashcards with answers, click on the resource link above.
Chapter 14: Social Media
Available Study Resources on Quizplus for this Chatper
88 Verified Questions
88 Flashcards
Source URL: https://quizplus.com/quiz/6181
Sample Questions
Q1) Facebook earns its revenue primarily from _____.
A) advertising
B) membership fees
C) corporate profile fees
D) selling member data
E) It doesn't earn revenue yet.
Q2) Under "fair use," copyrighted work can be used without permission if someone is commenting on it,criticizing it,reporting on it,teaching about it,or conducting research.
A)True
B)False
Q3) Gross rating points (GRPs)are a function of the percentage paying attention to an ad (whether on social media or traditional media)and the frequency of times the audience pays attention.
A)True
B)False
Q4) Once created,social media cannot be altered.
A)True
B)False
Q5) Identify three advantages and three disadvantages of social media.
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Direct Marketing and Other Media
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/6182
Sample Questions
Q1) The substantial increase in brand placements on TV has been concurrent with the growth of _____ television programming.
A) infomercial
B) cable
C) reality
D) crime-drama
E) sitcom
Q2) Companies' databases of customers often contain R-F-M data.The R stands for _____.
A) retention rate
B) referral rate
C) registration
D) responsiveness
E) recency
Q3) Catalog marketing has reached the _____ life-cycle stage.
A) innovation
B) introduction
C) growth
D) maturity
E) decline
To view all questions and flashcards with answers, click on the resource link above. Page 17
Chapter 16: Advertising Media: Planning and Analysis
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/6183
Sample Questions
Q1) According to the concept of effective reach,there is a theoretical optimum range of exposures to an advertisement with minimum and maximum limits.
A)True
B)False
Q2) The objective of frequency value planning is to select the media schedule that generates the most exposure value per gross rating point.
A)True
B)False
Q3) Compare and contrast the terms media and vehicles,and give three examples of each.
Q4) In a _____ advertising schedule,the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months.
A) continuous
B) pulsing
C) plotted
D) flighting
E) dated
Q5) Explain why (or why not)the three-exposure hypothesis is a valid theory.
To view all questions and flashcards with answers, click on the resource link above. Page 18
Chapter 17: Measuring Ad Message Effectiveness
Available Study Resources on Quizplus for this Chatper
107 Verified Questions
107 Flashcards
Source URL: https://quizplus.com/quiz/6184
Sample Questions
Q1) IRI's BehaviorScan procedure enables which types of testing of television commercial effectiveness?
A) pretests and posttests
B) weight tests and copy tests
C) recall tests and recognition tests
D) awareness tests and persuasion tests
E) persuasion tests and purchase tests
Q2) Measures of _____ are used when an advertiser's objective is to influence consumers' attitudes toward and preference for the advertised brand.
A) awareness
B) knowledge
C) persuasion
D) loyalty
E) involvement
Q3) Measuring message effectiveness is not a difficult or expensive task.
A)True
B)False
Q4) List the nine PACT principles.
Q5) Compare and contrast qualitative and quantitative message research.
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
Available Study Resources on Quizplus for this Chatper
149 Verified Questions
149 Flashcards
Source URL: https://quizplus.com/quiz/6185
Sample Questions
Q1) Sales promotion can enable a manufacturer to obtain extra shelf space for a temporary period.
A)True
B)False
Q2) Which of the following statements regarding slotting allowances is FALSE?
A) Such allowances are charged by manufacturers to retailers as a requirement for permitting the retailer to stock the manufacturer's new product.
B) They have been criticized as representing a form of bribery.
C) In certain respects, slotting allowances are a legitimate cost of doing business inasmuch as a retailer incurs extra expenses when stocking a new product.
D) Large, powerful manufacturers are less likely to pay slotting allowances than are small, regional manufacturers.
E) Actual charges are highly variable.
Q3) The objectives of trade allowances for retailers often conflict with the objectives of manufacturers.
A)True B)False
Q4) Explain forward buying and diverting.Who benefits or loses from these practices?
20
To view all questions and flashcards with answers, click on the resource link above.
Chapter 19: Consumer Sales Promotion: Sampling and Couponing
Available Study Resources on Quizplus for this Chatper
116 Verified Questions
116 Flashcards
Source URL: https://quizplus.com/quiz/6186
Sample Questions
Q1) The percentage of all distributed coupons that are taken to stores for price discounts is known as the _____.
A) redemption rate
B) conversion rate
C) turnover rate
D) discount rate
E) return on investment
Q2) Explain the circumstances when sampling is appropriate.
Q3) A hair product company wishing to reach teenage males made a deal with tuxedo rental shops to distribute gift packages of product samples to each male who picked up a rental for the prom.The hair product company was using _____.
A) targeted sampling
B) exclusive sampling
C) creative distribution methods
D) mass distribution
E) demand sampling
Q4) Promotion alone can create a successful product.
A)True
B)False
Page 21
To view all questions and flashcards with answers, click on the resource link above.
Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/6187
Sample Questions
Q1) Which of the following questions should a manager ask when evaluating a new promotion idea?
A) Is the promotion presented clearly so that the intended market will notice, comprehend, and respond positively to it?
B) Is the idea a good one?
C) Is the idea unique, or is the competition doing something similar?
D) Will the promotion idea appeal to the target market?
E) All of these are correct.
Q2) _____ are articles of merchandise or services offered by manufacturers to induce action on the part of the sales force,trade representatives,or consumers.
A) Coupons
B) Rebates
C) Price-offs
D) Premiums
E) Add-ons
Q3) Contests and sweepstakes are used primarily to enhance a brand's image.
A)True
B)False
Q4) Compare and contrast price-off promotions and bonus packs.
To view all questions and flashcards with answers, click on the resource link above. Page 22
Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
Available Study Resources on Quizplus for this Chatper
127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/6188
Sample Questions
Q1) Which of the following is a metric used to measure sponsorship effectiveness?
A) Tracking sales volume following an event.
B) Counting the number of samples or coupons that were distributed.
C) Measuring changes in brand awareness and brand image.
D) Determining how many hits to the brand's website occurred post-event.
E) All of these are correct.
Q2) Relationships forged between a brand and a sponsored event can serve to enhance a brand's equity,both by enhancing its image and by _____.
A) reaching the current target market
B) taking the place of advertising in building buzz
C) increasing consumers' awareness of the brand
D) convincing consumers' of the uniqueness of the brand
E) serving as a sales promotion device
Q3) Companies are able to avoid the clutter inherent in advertising media by attaching their names to special events and causes.
A)True
B)False
Q4) Name and describe the tools that are available to a public relations director when using proactive marketing public relations.
Page 23
To view all questions and flashcards with answers, click on the resource link above.
Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
Available Study Resources on Quizplus for this Chatper
146 Verified Questions
146 Flashcards
Source URL: https://quizplus.com/quiz/6189
Sample Questions
Q1) The Grocery Manufacturer's Association has recently undertaken a major initiative to develop a means of measuring in-store advertising media.
A)True
B)False
Q2) The brand lift index _____.
A) gauges the average increase of in-store purchase decisions when point-of-purchase is present
B) gauges the average increase of in-store decision purchases when the package is changed
C) measures a brand's sales against that of the major competitor
D) measures a brand's sales by the type of store that sells the product
E) All of these are correct.
Q3) "Noticeability" refers to the ability of a sign to capture attention.
A)True
B)False
Q4) Green signifies purity,cleanliness,and mildness.
A)True
B)False
Q5) Name and describe the four categories of POP materials.
To view all questions and flashcards with answers, click on the resource link above. Page 24
Chapter 23: Personal Selling
Available Study Resources on Quizplus for this Chatper
106 Verified Questions
106 Flashcards
Source URL: https://quizplus.com/quiz/6190
Sample Questions
Q1) When a salesperson disputes an objection and offers solid reasons for the dispute,the salesperson is in the _____ phase of personal selling.
A) close
B) approach
C) handling objections
D) prospecting
E) preapproach
Q2) Which of the following characteristics are associated with the modern selling practice?
A) trust and mutual agreement
B) long-term relationships
C) customer-centric
D) after-sales service
E) All of these are correct.
Q3) Which single factor below can explain salesperson performance?
A) tenacity
B) optimism
C) extraversion
D) reliability
E) None of these are correct.
To view all questions and flashcards with answers, click on the resource link above. Page 25