Media Planning and Buying
Mock Exam
Course Introduction
This course delves into the strategic processes of media planning and buying within the context of advertising and marketing communications. Students will explore how to identify target audiences, analyze media platforms, and develop comprehensive media strategies that maximize reach and effectiveness while adhering to budget constraints. Core topics include media research and selection, negotiation with media owners, campaign scheduling, and the evaluation of media performance using key industry metrics. Practical case studies and projects will equip students with the skills to create, justify, and execute media plans that align with brand objectives in a dynamic and evolving media landscape.
Recommended Textbook
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) Clave Inc., a large soap manufacturing firm, has introduced a new soap known as Honeydew. It wants to promote the soap to broad audiences across various countries in a persuasive and cost-effective manner. At the same time, it also wants to enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for the promotion of Honeydew?
A)Mass advertising
B)Direct marketing
C)Personal selling
D)Sales promotion
E)Publicity
Answer: A
Q2) Sales promotion programs targeted at marketing intermediaries such as wholesalers, distributors, and retailers are part of:
A)consumer-oriented sales promotion.
B)trade-oriented sales promotion.
C)user-oriented sales promotion.
D)intrinsic sales-promotion.
E)bait-and-switch sales promotion.
Answer: B
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Chapter 2: The Role of IMC in the Marketing Process
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Q1) A company that divides its target markets based on their perceived level of loyalty is using:
A)benefit segmentation.
B)geographic segmentation.
C)socioeconomic segmentation.
D)behavioristic segmentation.
E)outlet segmentation.
Answer: D
Q2) _____ are sets of interdependent organizations involved in the process of making a product or service available for consumption.
A)Marketing channels
B)Marketing segments
C)Marketing facilitators
D)Marketing sectors
E)Marketing programs
Answer: A
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4
Chapter 3: Organizing for Advertising and Promotion: The
Role of AD Agencies and Other Marketing Communication Organizations
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Q1) Which of the following is considered to be the greatest obstacle in implementing integrated marketing communication (IMC)?
A)IMC often results in greater economies of scale.
B)Since each communication discipline has the same cost structure, the concept of IMC itself becomes invalid.
C)IMC is only compatible with smaller organizations and surveys have witnessed compatibility issues when the process is scaled up.
D)The implementation of IMC is most likely to result in interdepartmental budget allocations problems.
E)Lack of people with the requisite broad perspective and skills to make it work. Answer: E
Q2) Account planners work with the client as well as other agency personnel including the account executives and media specialists.
A)True
B)False
Answer: True
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Chapter 4: Perspectives on Consumer Behavior
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Q1) The desire to have satisfying relationships with others and feel a sense of love, affection, belonging, and acceptance is a reflection of _____ need.
A)physiological
B)social
C)self-actualization
D)esteem
E)safety
Q2) Which of the following is the first stage of the consumer decision-making process?
A)Problem recognition
B)Internal search
C)External search
D)Selective exposure
E)Selective retention
Q3) A reference group to which one does not wish to belong is a(n) _____ group.
A)heuristic
B)disassociative
C)evoked
D)mnemonic
E)confrontational
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Page 6
Chapter 5: The Communication Process
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Q1) As a part of their creative strategy, advertisers of Vittle's Nuts use "Snippy-The Bunny" as the brand's symbol in its ad campaigns. Through this strategy, the company aims to enhance brand identification and recognition. In this scenario, Snippy is an example of a(n):
A)visual image personality.
B)affective character.
C)selectively remembered personality.
D)high-involvement advertising appeal.
E)pseudo celebrity.
Q2) Which of the following hierarchical response models assumes the receiver in a persuasive communication situation to be an information processor or problem solver?
A)The AIDA model
B)The hierarchy of effects models
C)The innovation-adoption model
D)The information processing model
E)The five Ws model
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Chapter 6: Source, Message, and Channel Factors
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Q1) A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal.
A)one-sided
B)functional
C)emotional
D)refutational
E)slice-of-life
Q2) Typically, advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information in order to:
A)gain the attention of consumers.
B)enable consumers to draw their own conclusions.
C)reinforce the primacy effect.
D)get consumers to engage in more simplistic processing.
E)distract consumers from the negative aspects of the product.
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8
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Q1) Which of the following is a major problem associated with the percentage-of-sales method?
A)It reverses the cause-and-effect relationship between advertising and sales.
B)It is financially unsafe.
C)It is extremely tough to implement.
D)It is used only by firms that do not understand the role of advertising and promotions.
E)It has no theoretical basis, and the budgetary amount is often set using a flat-ratE.The percentage-of-sales method has some serious disadvantages; letting the level of sales determine the amount of advertising and promotions dollars to be spent reverses the cause-and-effect relationship between advertising and sales.
Q2) In the social consumer decision journey, which of the following objectives is designed to take the consumer to long-term behavioral changes?
A)Respond
B)Amplify
C)Monitor
D)Lead
E)Benchmark
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Page 9
Chapter 8: Creative Strategy: Planning and Development
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Q1) Ads are often called _____.
A)animatics
B)heuristics
C)creative
D)art infusions
E)mnemonics
Q2) Psychographic studies are used by advertising agencies to:
A)coordinate the work between the client and the agency personnel such as the creative team and media specialists.
B)provide creative personnel with a better understanding of general consumer trends.
C)determine how to allocate the advertising budget for the campaign.
D)understand specific problems clients have previously encountered while advertising various products and services.
E)determine the number of creative personnel required to carry out the advertising campaign conveniently and effortlessly.
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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) Experts suggest that advertisements targeted to older consumers should use actors who are older than the targeted audience, as that makes the message seem more credible.
A)True
B)False
Q3) The audio portion of a commercial is often presented through the use of a(n): A)layout.
B)voice-over.
C)illustration.
D)headline.
E)storyboard.
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Chapter 10: Media Planning and Strategy
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Q1) The cost-effectiveness of advertisements in newspapers is measured based on the cost per ratings point.
A)True
B)False
Q2) When used in combination with other market information, the survey of buying power index helps a marketer determine:
A)the geographic areas to target.
B)demographic characteristics of the target population.
C)lifestyle characteristics of the target population.
D)consumer behavior.
E)psychographic characteristics of the target population.
Q3) Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels?
A)Message uniqueness
B)Clutter
C)Purchase and usage cycles
D)Media scheduling
E)Message complexity
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Page 12
Chapter 11: Evaluation of Media: Television and Radio
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Q1) Typically, most network television advertising time is sold as:
A)sponsorships.
B)participations.
C)adjacencies.
D)spot announcements.
E)affiliated offerings.
Q2) The designated market area (DMA) of Manhattan has approximately 2 million television households. Audience research shows that 60 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching an baseball playoff game. The program rating for the playoff game in the Manhattan DMA is _____.
A)25
B)15
C)30
D)35
E)20
Q3) Designated market areas (DMAs), in practice, are usually overlapping.
A)True
B)False
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Chapter 12: Evaluation of Media: Magazines and Newspapers
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Sample Questions
Q1) Velocity Inc. makes shoes for athletes. Its market research has shown that there are a large number of competitive long-distance runners in the Pacific Northwest region of the United States. These individuals would be willing to pay over $200 for a good pair of running shoes. In order to reach this market, Velocity should use:
A)regional editions of general-interest magazines.
B)the sports section of national newspapers.
C)regional editions of general sports magazines.
D)regional editions of specialty magazines.
E)local television.
Q2) Media buyers are not too concerned about the auditing of circulation figures; they treat audited and unaudited publications equally.
A)True
B)False
Q3) Magazines are the most selective of all media except direct mail.
A)True
B)False
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Chapter 13: Support Media
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Sample Questions
Q1) Products such as free pens, calendars, and coffee mugs featuring a company's name and used as promotional tools are referred to as:
A)premiums.
B)advertising specialties.
C)sales promotions.
D)heuristics.
E)mnemonics.
Q2) _____ is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.
A)Aerial advertising
B)Transit advertising
C)In-store advertising
D)Specialty advertising
E)Promotional products marketing
Q3) One of the disadvantages of transit cards is that they can be depressing and intrusive.
A)True
B)False
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Chapter 14: Direct Marketing
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Q1) _____ is the personal presentation, demonstration, and sales of products to consumers in their homes.
A)Home shopping
B)Direct marketing
C)Personal liaising
D)Consultative selling
E)Direct selling
Q2) Atkins Auto, a dealer of automobiles, sends direct-mail pieces to its prospective customers, inviting them to visit its auto showroom to test-drive new cars. Customers who respond to the direct mail by visiting the showroom are provided with thorough information about the cars. Salespersons of the company receive extensive training and assume responsibility for the selling efforts in the showroom. This is an example of combining direct marketing with:
A)advertising.
B)personal selling.
C)public relations.
D)sales promotions.
E)support media.
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Page 16
Chapter 15: The Internet: Digital and Social Media
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Q1) Yoana is an online women's magazine that features an animated ad for Carmen's Cosmetics on its website. If a visitor clicks on the ad, it will take the visitor directly to Carmen's website. This ad is an example of a(n):
A)interstitial.
B)banner.
C)pop-up.
D)sponsorship.
E)paid search.
Q2) _____ are defined as "a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation."
A)Interstitials
B)Support media
C)Contextual ads
D)Simulations
E)Rich media
Q3) Unlike other media, the Internet is a hybrid of media.
A)True
B)False
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Chapter 16: Sales Promotion
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Sample Questions
Q1) A strategy for increasing sales of an established brand is to use promotions that attract nonusers of the product category or users of a competing brand.
A)True
B)False
Q2) Marketers who are being held accountable for strategy implementation often need concrete methods to show the effectiveness of their decision-making. Which of the following would best support a marketer in producing quick and easily measurable jump in sales?
A)Mass-media advertising
B)A strategy that enhances the advertising carryover effect
C)Sales promotions such as coupons and price discounts
D)Bait-and-switch marketing techniques
E)Out-of-home advertising media
Q3) One of the most important uses of sales promotion techniques is to encourage consumers to try a new product or service.
A)True
B)False
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Page 18
Chapter 17: Public Relations, Publicity, and Corporate Advertising
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Q1) Public relations is usually controlled by a firm or its agent.
A)True
B)False
Q2) _____ is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance.
A)Public relations
B)Image advertising
C)Corporate advertising
D)Public administration
E)Public offering
Q3) One of the reasons why corporate advertising is considered controversial is because it is a costly form of self-indulgence.
A)True
B)False
Q4) Ads themselves can be the focus of publicity.
Page 19
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Chapter 18: Measuring the Effectiveness of the Promotional Program
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Q1) _____ is a method for pretesting finished broadcast ads in which participants are invited to view pilots of proposed TV programs.
A)Delphi marketing
B)Portfolio testing
C)Theater testing
D)Flesch formula testing
E)Field testing
Q2) Which of the following is a posttest method used for measuring advertising effectiveness?
A)Concept tests
B)Portfolio tests
C)Recall tests
D)Physiological measures
E)Readability tests
Q3) The major advantage of a day-after recall test is that it:
A)is cost-efficient.
B)offers unlimited samples.
C)provides a realistic response profile.
D)is highly secure.
E)provides a uniform recall score for the same brand.
Page 20
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Chapter 19: International Advertising and Promotion
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Q1) Global marketers are consolidating their advertising into one agency:
A)in order to implement the philosophies of Theodore Levitt.
B)in order to eliminate economies of scale.
C)because the importance of cultural barriers has declined significantly.
D)because agencies now have the ability to communicate globally.
E)in order to easily distribute advertising costs among the various participating countries.
Q2) Which of the following is true of a company that consolidates with an agency for its advertising?
A)Consolidation helps the company in achieving cost-efficiency.
B)Consolidation helps the company in adapting its image for each country uniquely.
C)Consolidation helps the company to project the multiple images it wants to portray.
D)Consolidation enables the company to have multiple brand identities throughout the world.
E)Consolidation lowers the company's leverage over its agency.
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21
Chapter 20: Regulation of Advertising and Promotion
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Q1) The Federal Trade Commission (FTC) is responsible for protecting businesses, and not consumers, from anticompetitive behavior and unfair and deceptive practices.
A)True
B)False
Q2) The origin of the Federal Trade Commission's (FTC's) corrective advertising program came from a deceptive advertising case involving:
A)Listerine.
B)Ocean Spray Cranberry Juice.
C)Campbell Soup.
D)STP Corporation.
E)McDonald's.
Q3) Better Business Bureaus (BBBs) provide effective control over advertising practices at the _____ level.
A)local
B)national
C)global
D)industry-wide
E)international
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Page 22
Chapter 21: Evaluating the Social, Ethical, and Economic
Aspects of Advertising and Promotion
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Q1) Yevon Inc., a manufacturer of fruit based beverages, runs its ad on a particular news station. It packages the drinks in boxes and plastic bottles. A recent study done by a local doctor reveals that there is a direct correlation between stomach infections and drinking from juice boxes. Although the doctor does not mention any brand names, the news station decides not to air the news report in compliance with Yevon, its prime sponsor. This is an example of _____.
A)media stereotyping
B)consumer socialization
C)economic censorship
D)shock advertising
E)the Protestant ethic
Q2) Which of the following is the most important source of revenue for newspapers and magazines?
A)Sales
B)Subscriptions
C)Editorials
D)Advertising
E)Donations
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Chapter 22: Personal Selling Online
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Sample Questions
Q1) Personal selling has many advantages over other communications methods. However, most companies do not use this extensively. Which of the following is a reason for this?
A)Personal selling lacks the ability to deliver customized solutions.
B)It is not effective when you want to reach a niche target audience.
C)Personal selling techniques have limited persuasion capability.
D)It does not have opportunities for immediate response and feedback.
E)Personal selling is expensive compared to other forms of communication.
Q2) Ads can act as visual aids by adding impact to the presentation and reinforcing the selling points.
A)True
B)False
Q3) In the _____ stage of personal-selling evolution, selling involves convincing market members to buy the supplier's offerings.
A)persuader
B)prospector
C)problem-solver
D)provider
E)procreator
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