Media Planning and Strategy
Exam Solutions
Course Introduction
Media Planning and Strategy explores the foundational concepts and practical approaches used to develop effective media campaigns in todays dynamic communication environment. Students will learn how to analyze target audiences, set clear campaign objectives, allocate budgets, and select appropriate media channels across traditional and digital platforms. The course covers techniques for evaluating media performance, negotiating media buys, and integrating emerging technologies and data analytics into strategic decision-making. Through case studies and real-world projects, learners gain hands-on experience in crafting comprehensive media plans that maximize reach, engagement, and return on investment for diverse brands and organizations.
Recommended Textbook
Advertising Promotion and other aspects of Integrated Marketing Communications 10th Edition
Available Study Resources on Quizplus 23 Chapters
2562 Verified Questions
2562 Flashcards
Source URL: https://quizplus.com/study-set/2077
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/41354
Sample Questions
Q1) A brand's name is the central idea that encapsulates a brand's meaning and distinctiveness vis-à-vis competitive brands in the product category.
A)True
B)False
Answer: False
Q2) John is a subunit manager at a large consumer packaged goods manufacturer.Every year,he and the managers of the other subunits determine how much is needed to achieve their objectives,and the amounts are then combined to establish the total marketing budget.This is an example of _____ budgeting.
A) top-down
B) bottom-up
C) top-down/bottom-up
D) bottom-up/top-down
E) combination
Answer: B
Q3) Marketing communications objectives usually are accomplished sequentially.
A)True
B)False
Answer: True
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/41355
Sample Questions
Q1) Revenue premium is defined as the revenue difference between a branded item and a corresponding private-labeled brand.
A)True
B)False
Answer: True
Q2) All organizations and their products can be considered brands.
A)True
B)False
Answer: True
Q3) The vast majority of marketing executives and marketing academics are against gauging the effect of marcom efforts in terms of the return on marketing investment,or ROMI,because it is almost impossible to measure.
A)True
B)False Answer: False
Q4) The objective of marketing communication is to deemphasize brand equity.
A)True
B)False Answer: False
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/41356
Sample Questions
Q1) Brand names can influence consumers' perceptions and attitudes. A)True
B)False
Answer: True
Q2) A _____ permits an author or a firm to secure a monopoly or exclusive rights to use an invention for a period of 20 years.
A) copyright
B) playbill
C) patent
D) agreement
E) trademark
Answer: C
Q3) Relative advantage is positively correlated with an innovation's adoption rate.
A)True
B)False
Answer: True
Q4) The three types of trademarks in the United States are utility,design,and plant. A)True
B)False Answer: False
To view all questions and flashcards with answers, click on the resource link above. Page 5
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/41357
Sample Questions
Q1) Jose Ortega considered his options carefully to decide how his company should respond to a customer's complaint.In the end,he decided to treat the customer like he hoped a company would treat him if he reported a problem with a product he bought.He gave the customer a refund.He is using the _____ test.
A) utilitarianism
B) Golden Rule
C) professional ethics
D) TV
E) moral idealism
Q2) Discuss the self-regulation of advertising that occurs before and after an ad appears in the media.
Q3) Which of the following ads targets a vulnerable population?
A) a compact car that fits into small parking spaces for city dwellers
B) e-cigarettes for adults
C) nutritious breakfast cereal for children
D) sports equipment for athletes
E) strollers for new parents with infants
Q4) List and describe the four general recommendations given to marcom practitioners for making appropriate environmental claims.
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/41358
Sample Questions
Q1) Which of the following is NOT a primary motivations dimension of the VALS psychographics classification model?
A) ideals
B) resources
C) achievement
D) self-expression
E) All of these are primary motivation dimensions.
Q2) The premise underlying geodemographic targeting is that people who reside in similar areas also share demographic and lifestyle similarities.
A)True
B)False
Q3) _____ represents information about consumers' behavior in a particular product category or set of related categories.
A) Demographics
B) Behaviorgraphics
C) Psychographics
D) Geodemographics
E) Lifestyle analysis
To view all questions and flashcards with answers, click on the resource link above.
7
Chapter 6: The Communications Process and Consumer Behavior
Available Study Resources on Quizplus for this Chatper
92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/41359
Sample Questions
Q1) Encoding involves activities undertaken by receivers to interpret-or derive meaning from-marketing messages.
A)True
B)False
Q2) The word communication is derived from the Latin word communis,which means "communion."
A)True
B)False
Q3) The _____ holds that pictures are represented in memory in verbal as well as visual form,whereas words are less likely to have visual representations.
A) consumer processing model
B) hedonic experiential model
C) dual-coding theory
D) attribution theory
E) None of these are correct.
Q4) A billboard advertising a movie is an example of a message channel.
A)True
B)False
Page 8
Q5) Discuss the implications associated with consumer miscomprehension.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 7: The Role of Persuasion in IMC
Available Study Resources on Quizplus for this Chatper
102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/41360
Sample Questions
Q1) While the ELM theory presents distinct central and peripheral paths to persuasion,central and peripheral processes often operate simultaneously.
A)True
B)False
Q2) Attitudes toward a brand result from a combination of _____ attitude-formation processes.
A) primary and secondary
B) linear and non-linear
C) associative and non-associative
D) central- and peripheral-route
E) None of these are correct.
Q3) The employee's intention to donate or not donate to a charity is best described as the _____ attitude component.
A) cognitive
B) conative
C) instrumental
D) effective
E) planned
Q4) Explain the significance of the theory of psychological reactance.
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Imc Objective Setting and Budgeting
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/41361
Sample Questions
Q1) Which of the following is NOT a requirement for setting marcom objectives?
A) Objectives must specify the amount of change.
B) Objectives must be stated in terms of profits.
C) Objectives must be realistic.
D) Objectives must be internally consistent.
E) Objectives must be clear and in writing.
Q2) The highest percentage of sales devoted to advertising is paid by companies in the automotive industry such as Ford and Toyota.
A)True
B)False
Q3) According to the hierarchy-of-effects model,the advertiser's initial imperative is to
A) make people aware of the brand
B) make people like the advertisement
C) make people discuss the advertisement with others
D) encourage trial of the product
E) change beliefs about the brand
Q4) Explain the criteria that good marcom objectives must satisfy.
Q5) Name and describe the four practical budgeting methods.
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: An Overview of Advertising Management
Available Study Resources on Quizplus for this Chatper
121 Verified Questions
121 Flashcards
Source URL: https://quizplus.com/quiz/41362
Sample Questions
Q1) Advertising is defined as "a paid,mediated form of communication from an identifiable source,designed to persuade the receiver to take some action,now or in the future."
A)True
B)False
Q2) _____ are involved in getting new business for the agency and working with clients at a strategic level.
A) Management supervisors
B) Account executives
C) Project managers
D) Advertising managers
E) Account planners
Q3) The _____ are involved in tactical decision making and day-to-day contact with brand managers and other client personnel.
A) account executives
B) management supervisors
C) assistant supervisors
D) product managers
E) line managers
Q4) Describe the various forms of advertising agency compensation.
Page 11
To view all questions and flashcards with answers, click on the resource link above.
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/41363
Sample Questions
Q1) Which value is derived from the need for variety and achieving an exciting life?
A) self-direction
B) hedonism
C) achievement
D) stimulation
E) tradition
Q2) Consequences are what consumers hope to receive (benefits)or avoid (detriments)when consuming brands.
A)True
B)False
Q3) Values represent those short-term beliefs people hold regarding what is important in life.
A)True
B)False
Q4) An attribute for a brand of automobiles might be engine performance.
A)True
B)False
Q5) Explain the concepts of attributes,consequences,and values,and discuss the relationships among them.
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/41364
Sample Questions
Q1) When considering cost when choosing a celebrity endorsers brand managers must calculate _____ to determine whether a more expensive celebrity would be the best fit.
A) qualitative research
B) Q-rating tests
C) alternative returns on investment
D) a credibility analysis
E) a focus group
Q2) Comparative advertising is particularly effective for promoting brands that _____.
A) are new to the market
B) have technological advances included in their features
C) are in the decline stage of the product life cycle
D) have been introduced to the market with sales promotion
E) possess distinct advantages relative to competitive brands
Q3) Appeals to guilt in advertisements have been found to be ineffective even if advertisements containing guilt appeals are perceived as credible.
A)True
B)False
Q4) Explain why consumers need not fear the effects of subliminal advertising.
To view all questions and flashcards with answers, click on the resource link above.
Page 13
Chapter 12: Traditional Ad Media
Available Study Resources on Quizplus for this Chatper
102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/41365
Sample Questions
Q1) Lack of flexibility is a limitation of newspaper advertising.
A)True
B)False
Q2) _____ are currently used in the top 25 designated market areas in the U.S.to gather data used for estimating TV program ratings.
A) Paper diaries
B) Tracking systems
C) Focus groups
D) Recall tests
E) Local people meters
Q3) In the advertising industry,magazines are referred to as _____.
A) brochures
B) books
C) newsletters
D) read-throughs
E) browsers
Q4) Compare and contrast network,spot,syndicated,cable,and local advertising on television.
Q5) Discuss the strengths and limitations of television advertising.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Digital Media: Online, Mobile and App Advertising
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/41366
Sample Questions
Q1) Now mobile phones are common audio-visual devices for receiving information,entertainment,and advertisements and are being dubbed as the _____.
A) hot spot
B) first screen
C) second screen
D) third screen
E) next wave
Q2) Which of the following describes podcasting?
A) television shows online
B) audio version of blogging
C) aggregated video files
D) itunes
E) None of these are correct.
Q3) Sponsored e-mail that distributes free magazine-like publications is known as _____.
A) e-pubs
B) e-zines
C) e-books
D) blogs
E) podcasts
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/41367
Sample Questions
Q1) All of the following except _____ can be thought of as a social networking site.
A) Facebook
B) Netflix
C) Pinterest
D) Instagram
E) Twitter
Q2) The New-York Tribune,a newspaper,might overcome the time lag faced by traditional media by using electronic means.
A)True
B)False
Q3) Identify three advantages and three disadvantages of social media.
Q4) Which of the following is considered the "Goliath" of social media based on monthly active users and unique visitors every month.
A) Instagram
B) Twitter
C) LinkedIn
D) Facebook
E) Pinterest
To view all questions and flashcards with answers, click on the resource link above.
Page 16
Chapter 15: Direct Marketing, CRM, and Other Media
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/41368
Sample Questions
Q1) One reason for the increased use of direct mail is the increased emphasis on measurable advertising results.
A)True B)False
Q2) Research shows that users of yellow pages tend to have relatively low household incomes.
A)True B)False
Q3) What are the major differences between direct marketing and indirect marketing? Describe situations where direct marketing would be appropriate and situations where indirect marketing would be appropriate.
Q4) Video games provide an excellent advertising medium for reaching millenials. A)True B)False
Q5) Data miners look for revealing relations among the variables contained in the a database.
A)True B)False
Q6) Explain why data mining is an important activity for marketers.
Page 17
To view all questions and flashcards with answers, click on the resource link above.
Chapter 16: Media Planning and Analysis
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41369
Sample Questions
Q1) According to the shelf-space model,_____.
A) achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency
B) achieving a high level of weekly frequency for a brand should be emphasized over acquiring heavy reach
C) the consumers' third exposure to an advertisement for a brand is the most powerful
D) distinctive advertising requires more exposures
E) advertisers should select the media schedule that generates the most exposure value per GRPs
Q2) Assume that the target market for a brand advertising in a magazine that reaches 5 million readers is only 3 million consumers.The cost of advertising in this magazine is $150,000 per 4-color page.The CPM-TM is _____.
A) $33.33
B) $30.00
C) $75.00
D) $50.00
E) $500.00
Q3) List the steps in the media strategy process,and briefly describe the first two.
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/41370
Sample Questions
Q1) Message research has historically focused excessively on the _____ aspect of human behavior and given insufficient attention to _____ aspects.
A) hedonic; functional
B) central; peripheral
C) rational; emotional
D) motivational; perceptual
E) personality; situational
Q2) The purpose of testing commercials in rough form is to have a baseline against which to compare final commercials after the ad has been run in the media.
A)True
B)False
Q3) One of the PACT principles states that a good copy testing system allows for consideration of whether the advertising stimulus should be exposed more than once. A)True
B)False
Q4) Measuring message effectiveness is not a difficult or expensive task.
A)True
B)False
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/41371
Sample Questions
Q1) As with off-invoice allowance promotion,account-specific marketing directs promotional dollars to specific retailers.
A)True
B)False
Q2) Which of the following statements is true?
A) Push and pull strategies are mutually exclusive.
B) There has been a shift from a primarily push promotion strategy to a primarily pull strategy on the part of manufacturers.
C) There has been a shift from a primarily pull promotion strategy to a primarily push strategy on the part of manufacturers.
D) Push strategies are targeted to consumers.
E) Pull strategies are targeted to the trade.
Q3) Which of the following channel member benefits the least from a scan-verified trade promotion?
A) manufacturer
B) retailer
C) consumer
D) wholesaler
E) broker
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/41372
Sample Questions
Q1) What electronic check-out coupon program allows marketers to deliver coupons only to consumers who satisfy the manufacturer's specific targeting requirements?
A) Checkout Direct
B) Digit Marketing
C) Checkout Coupon
D) Checkout IRC
E) Electronic Coupon
Q2) Which of the following is a distribution method used to deliver samples?
A) direct mail
B) newspapers and magazines
C) in-store
D) high-traffic locations and events
E) All of these are correct.
Q3) Explain how to calculate the return on investment for a sampling investment.
Q4) A problem with in- or on-package sampling is that it _____.
A) does not reach the best potential customers
B) is more expensive than other sampling methods
C) excludes consumers who do not buy the carrying brand
D) is not liked by most retailers
E) has the lowest retrial rate
To view all questions and flashcards with answers, click on the resource link above. Page 21
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/41373
Sample Questions
Q1) Which type of promotion do retailers use to encourage repeat purchasing from customers?
A) coupons
B) frequent-shopper programs
C) price deals
D) premiums
E) samples
Q2) As promotion manager for a candy bar manufacturer,your objective is to create a sales promotion that will provide consumers with an immediate reward while achieving a repeat purchase objective for your company.Which of the following would effectively serve these purposes?
A) mail-in offer
B) contest
C) sweepstakes
D) bonus pack
E) sample
Q3) Assume that you are the marketing director for a computer parts manufacturer that wants to use rebates as a promotional tool.Explain what rebate fraud is and how you would possibly control this problem.
To view all questions and flashcards with answers, click on the resource link above. Page 22
Chapter 21: Public Relations, Content Marketing, Viral Marketing, and Sponsorships
Available Study Resources on Quizplus for this Chatper
127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/41374
Sample Questions
Q1) Executive-statement releases are published in the _____ section of a publication.
A) news
B) business
C) product
D) editorial
E) sports
Q2) Why have brand managers customized their own events rather than sponsor events conducted by another organization?
A) To avoid FTC regulation restrictions
B) Stockholders have demanded it
C) Provides a brand total control over the event
D) Generates more excitement among employees
E) Generates more excitement among consumers
Q3) Proactive marketing public relations is dictated by a company's marketing budget. A)True
B)False
Q4) Compare and contrast proactive and reactive marketing public relations,and give an example of each.
Page 23
To view all questions and flashcards with answers, click on the resource link above.
Chapter 22: Packaging, Pop Communications, and Signage
Available Study Resources on Quizplus for this Chatper
146 Verified Questions
146 Flashcards
Source URL: https://quizplus.com/quiz/41375
Sample Questions
Q1) Poster panels are the type of billboards that are regularly seen alongside highways and in other heavily traveled locales.
A)True
B)False
Q2) For a package to be effective,it must perform well on all the VIEW criteria.
A)True
B)False
Q3) The last step of the package-design process is to _____.
A) register a trademark
B) conduct a product category analysis
C) determine communication priorities
D) perform a competitive analysis
E) identify salient brand attributes/benefits
Q4) Temporary POP displays have an intended lifespan up to six months,while permanent displays are intended for use for more than six months.
A)True
B)False
Q5) Name and describe the two major forms of billboard advertising.
Q6) 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/41376
Sample Questions
Q1) What is a characteristic of the customer's buying task that can impact salesperson effectiveness?
A) knowledge of alternatives
B) analytical skills
C) relative power
D) anticipation of future interaction
E) influence bases
Q2) Identify three of the advantages personal selling has that other promotional tools do not have.
Q3) All of the following are approaches a salesperson could take to handling objections except _____.
A) concede to some parts of the objection
B) dispute the objection
C) address the objection later in the presentation
D) use humor to relieve tension about the objection
E) return to the SPIN method
Q4) Companies are increasingly using salesforce.com as a substitute for human salespeople.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 25