Media Planning and Buying Practice Exam
Course Introduction
Media Planning and Buying introduces students to the strategic process of selecting and purchasing advertising space across various media platforms to effectively reach target audiences. The course covers critical aspects such as audience analysis, media research, budget allocation, negotiation techniques, and campaign evaluation. Students learn to develop comprehensive media plans, understand the roles of different media channels, and apply data-driven decision-making to maximize advertising impact within given constraints. Emphasis is placed on real-world scenarios and current industry practices, equipping students with practical skills for careers in advertising, marketing, and communications.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 7th Edition by Kenneth E. Clow
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15 Chapters
2969 Verified Questions
2969 Flashcards
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Chapter 1: Integrated Marketing Communications
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) Adaptation in a global advertising campaign means rewriting an advertisement to fit the nuances of a given language and culture.
A)True
B)False
Answer: True
Q2) Which is an example of feedback in a marketing channel?
A) New product development
B) A customer complaint
C) A decision to begin international operations
D) Removing a product from the market
Answer: B
Q3) Marketing account executives are facing increasing pressures related to:
A) accountability.
B) affordability.
C) accessibility.
D) applicability.
Answer: A
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Page 3
Chapter 2: Corporate Image and Brand Management
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Social media does not play a role in brand building because it involves consumers interacting with each other.
A)True
B)False
Answer: False
Q2) Which type of brand name is unique, different, and memorable without suggesting the company's goods or services?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
Answer: D
Q3) Charles sees only minor differences among the various brands of high definition televisions. This is an example of:
A) brand equity.
B) brand parity.
C) flanker branding.
D) the private label problem.
Answer: B
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Page 4
Chapter 3: Buyer Behaviors
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) Purchase terms following the selection of a vendor are often only a formality because, in most cases, the agreement has been worked out during the selection process.
A)True
B)False
Answer: True
Q2) When the buying center members find out that leasing a fleet from one car rental company holds the advantage of a better repair service contract than other companies provide, they are in which stage of the business-to-business buying process?
A) Identification of vendor
B) Establishment of specifications
C) Vendor selection
D) Vendor evaluation
Answer: D
Q3) Cognitive maps can be altered to incorporate new information not currently within a person's knowledge structure.
A)True
B)False
Answer: True
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Page 5
Chapter 4: The IMC Planning Process
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191 Flashcards
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Sample Questions
Q1) In terms of developing a communications budget, the percentage of sales method is similar to the objective and task approach.
A)True
B)False
Q2) Attitudes, interests, and opinions are reflected in ________ segments.
A) demographic market
B) geographic market
C) psychographic market
D) product differentiation
Q3) A successful GIMC program utilizes market segmentation adapted to countries and cultures.
A)True
B)False
Q4) In ethnic marketing it is important to present one overall message theme, but it should then be tailored to fit the needs and values of each ethnic group.
A)True
B)False
Q5) What are the characteristics of a viable market segment?
Q6) What are the methods of segmenting business-to-business markets?
Page 6
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Chapter 5: Advertising Management
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232 Verified Questions
232 Flashcards
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Sample
Questions
Q1) Matching the size of an advertising agency to the size of the client company is typically not a key issue in agency selection.
A)True
B)False
Q2) When a concave downward function is present, increasing advertising expenditures result in:
A) greater sales.
B) diminishing returns.
C) average returns.
D) further advertising expenditures.
Q3) Providing a retail store's location and operating hours to the public in an advertisement is an example of ad designed to meet the advertising goal of:
A) building brand image.
B) persuasion.
C) encouraging action.
D) informing.
Q4) Explain the concept of the means-end chain.
Q5) What roles do advertising account executives play in developing campaigns?
Q6) List the elements of a creative brief.
Page 7
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Chapter 6: Advertising Design
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282 Verified Questions
282 Flashcards
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Sample
Questions
Q1) A hyperbole cognitive message strategy is a(n):
A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor.
B) direct promotion of product attributes or benefits without any claim of superiority.
C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner.
D) untestable claim based upon some attribute or benefit.
Q2) Celebrity endorsers are used for ads because their stamp of approval on a product can enhance the product's brand equity and create emotional bonds between the consumers and the brand being endorsed.
A)True
B)False
Q3) Visual are more important than peripheral cues in developing effective emotional appeals.
A)True
B)False
Q4) What is a scarcity ad? How is scarcity created?
Q5) Name the ways to present claims in authoritative executions.
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Chapter 7: Traditional Media Channels
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209 Flashcards
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Sample Questions
Q1) Television offers all of the following advantages except:
A) high reach.
B) high frequency potential.
C) low cost per contact.
D) narrowly defined target markets.
Q2) A company seeking to build brand awareness through repeated exposures of the same ads is using high:
A) frequency.
B) continuity.
C) exposure.
D) reach.
Q3) Among the following ad campaigns, frequency would be highest for ________ second television spots.
A) six 15
B) one 45
C) five 30
D) four 15
Q4) Ads on the sides of city buses is a form of out-of-home advertising.
A)True
B)False
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Chapter 8: Digital Marketing
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231 Verified Questions
231 Flashcards
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Sample Questions
Q1) Cultural adaptation software makes it possible to tailor a website to individual countries.
A)True
B)False
Q2) Digital marketing combines all of the following except:
A) e-commerce.
B) mobile marketing.
C) internet marketing.
D) indirect response marketing.
Q3) Describe the characteristics of a successful e-commerce site.
Q4) E-commerce is:
A) retailing by email.
B) viral marketing.
C) selling goods and services on the internet.
D) interactive marketing.
Q5) The marketing team at Starbuck's could use location-based advertising to send coupon offers to individuals that are located within a few blocks of a Starbuck's outlet.
A)True
B)False
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Chapter 9: Social Media
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180 Flashcards
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Sample Questions
Q1) If a brand wants to target females over 50 years of age that have some college, the best social media networking site would be Pinterest.
A)True
B)False
Q2) The new Federal Trade Commission ruling that blogs sponsored by individuals must openly state they are being sponsored refers to which type of blog?
A) A branded blog created by a brand
B) A blog that is sponsored by a brand
C) An individual's blog that has no affiliation with any brand
D) Any type of blog where a brand name is mentioned
Q3) Customer interactions on social media is important to brands because what customers say about a brand carries more weight than what a brand says about itself.
A)True
B)False
Q4) Give a broad overview of Facebook and its appeal to marketers.
Q5) Approximately 70 percent of Pinterest users are male.
A)True
B)False
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Chapter 10: Alternative Marketing
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196 Flashcards
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Sample Questions
Q1) Carlos has never tried Red Bull. Hayden has tried Red Bull and really likes it. Carlos would be a better selection for a brand ambassador for Red Bull than would Hayden.
A)True
B)False
Q2) Guerilla marketing:
A) emphasizes consumers passing along information about a product to other consumers.
B) is designed to obtain instant results while using limited resources.
C) is the planned insertion of a brand or product into a movie, television show, or some other media.
D) is the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium.
Q3) The ultimate demonstration of brand loyalty and brand devotion is:
A) branded entertainment.
B) guerilla marketing.
C) a branded community.
D) brand equity.
Q4) Identify the different forms of video game advertising.
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Page 12
Chapter 11: Database and Direct Response Marketing and Personal Selling
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) The sales presentation approach that resembles a joint-venture is the problem-solution approach.
A)True
B)False
Q2) A marketing database follows accounting rules.
A)True
B)False
Q3) Empowerment and reciprocity are important elements in a permission marketing program.
A)True
B)False
Q4) In calculating the lifetime value of a market segment, the figures that are the most difficult to obtain are:
A) retention rates.
B) fixed and variable costs.
C) database costs and acquisition costs.
D) marketing and advertising costs.
Q5) What is a data warehouse and what type of data should it contain?
Q6) Identify and evaluate the methods of generating sales leads.
Q7) Identify and describe the three primary types of data-driven marketing programs. Page 13
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Page 14
Chapter 12: Sales Promotions
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202 Flashcards
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Sample Questions
Q1) When marketers for time-share properties offer to let you stay for a night or weekend on the condition you listen to a sales pitch, they are using which consumer promotion technique?
A) Sampling
B) A premium
C) Price-off
D) Coupon
Q2) A coupon placed on a package to be used during the purchase of that product is called a(n) ________ coupon.
A) freestanding
B) bounce-back
C) instant redemption
D) rebate
Q3) Trey likes to drink Pepsi and will use a consumer promotion, such as a coupon or premium, only if it is for Pepsi. Trey is a ________ consumer.
A) promotion prone
B) brand loyal
C) price sensitive
D) shopper prone
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Page 15
Chapter 13: Public Relations and Sponsorship Programs
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Sample Questions
Q1) Cause-related marketing is:
A) a type of internet intervention.
B) a program that ties marketing to a charity or non-profit organization.
C) the same thing as green marketing.
D) causing buyers to want to buy a product due to an effective cross-promotion.
Q2) A person or group with a vested interest in a firm's well-being is a(n):
A) stakeholder.
B) arbitrator.
C) foreign government.
D) media buyer.
Q3) The first major decision company leaders must make concerning public relations is:
A) who will handle the various activities, an internal department or an external agency.
B) the objectives of the public relations effort.
C) how it will be integrated with the firm's IMC plans.
D) the criteria for the selection of a public relations firm.
Q4) What are the two forms of preventive damage control measures?
Q5) Who are the major external stakeholders for a public relations department to consider?
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Chapter 14: Regulations and Ethical Concerns
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Sample Questions
Q1) An administrative complaint is:
A) a formal proceeding before an administrative law judge used by the Federal Trade Commission.
B) a formal hearing before the Court of Appeals.
C) a formal hearing before the full Federal Trade Commission.
D) used by the National Advertising Review Board when the NAD cannot solve a complaint.
Q2) If after an administrative hearing a company is still not satisfied with the ruling of the FTC, the next step would be to:
A) appeal the decision to the Court of Appeals.
B) hold a hearing before the full FTC.
C) appeal the decision to the Supreme Court.
D) hold a hearing before an administrative law judge.
Q3) One reason marketing professionals target ads to children is that they can be easily influenced.
A)True
B)False
Q4) What is brand infringement?
Q5) Identify the primary concerns and criticisms of advertising.
Q6) What criteria must be met to deem an advertisement deceptive or misleading?
Page 17
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Chapter 15: Evaluating an Integrated Marketing Program
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153 Flashcards
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Sample Questions
Q1) If a client wants to know why a particular ad or ad campaign is not performing well, the best source of information would be:
A) quantitative questions on a copytest.
B) emotional reaction tests.
C) verbatim comments from a copytest.
D) ad tracking research.
Q2) Which type of evaluation method can provide clients and advertising agencies with an idea that "wear-out" effects are starting to occur?
A) Ad tracking research
B) Copytesting
C) Cognitive neuroscience
D) Emotional reaction tests
Q3) The method of evaluating a marketing piece should match the IMC objective for that marketing piece.
A)True
B)False
Q4) Test markets can only be used to test the effects of price changes on sales.
A)True
B)False
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