Media Planning and Strategy
Final Exam Questions
Course Introduction
Media Planning and Strategy explores the principles and practices essential to designing effective media campaigns across various platforms. The course covers key topics such as audience analysis, media selection, budgeting, scheduling, and campaign evaluation. Students gain hands-on experience in developing comprehensive media plans that align with marketing objectives, leveraging traditional and digital channels for optimum impact. Emphasis is placed on understanding media metrics, negotiation, and the integration of creative strategies to maximize reach and engagement within a targeted budget. Through case studies and real-world applications, participants learn to navigate the evolving media landscape with analytical and strategic skills.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 15th Edition by William F
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Page 2
Chapter 1: Advertising and IMC Today
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Q1) Advertising targeted at pet-care stores to increase the distribution of pet food is an example of _____.
A) trade advertising
B) professional advertising
C) consumer advertising
D) noncommercial advertising
E) farm advertising
Answer: A
Q2) Define integrated marketing communications.
Answer: Smart organizations work hard to ensure that all company- or brand-related messages reinforce a strategically designed idea.When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands,it is practicing integrated marketing communications,or IMC.
Q3) IMC is both a concept and a process.
A)True
B)False
Answer: True
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Chapter 2: The Big Picture: The Evolution of Advertising and Imc
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Q1) Which of the following has become a recent competitor to cable and broadcast television?
A) Hulu
B) off-premise media
C) Showtime
D) Apple Watch
E) Internet of things
Answer: A
Q2) The importance of advertising in individual countries depends on the country's level of development and national attitude toward promotion.
A)True
B)False
Answer: True
Q3) What are consumer packaged goods?
Answer: The industrial age started during the second half of the 19<sup>th</sup> century and lasted well into the 20<sup>th</sup>.As the U.S.industry met the basic needs of much of the population,commodity markets became saturated.Fresh mass markets then developed for the new,inexpensive brands of consumer luxury and convenience goods called consumer packaged goods.
Page 4
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Chapter 3: The Big Picture: Economic and Regulatory Aspects
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Sample Questions
Q1) An ad for a soft drink that uses the slogan: "Life is good" is employing _____.
A) a comparative fact
B) advocacy information
C) a nonproduct fact
D) a short-term manipulative argument
E) a long-term macro argument
Answer: C
Q2) Which of the following statements about the Food and Drug Administration (FDA)is true?
A) The FDA has authority over the labeling, packaging, and branding of all packaged foods and therapeutic devices.
B) The FDA regulates the prices of food products.
C) The FDA requires health food manufacturers to list only the basic ingredients of their products on package labels.
D) The FDA regulates health insurance.
E) The FDA is not authorized to regulate the content of pharmaceutical ads.
Answer: A
Q3) What is selective demand?
Answer: Selective demand is the demand for a particular brand.
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Chapter
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Q1) In the advertising agency business,_____ are people and organizations that provide specialized services.
A) ad distributors
B) media agencies
C) advertising brokers
D) suppliers
E) ad intermediaries
Q2) Advertisers are often referred to as:
A) senders.
B) encoders.
C) clients.
D) customers.
E) suppliers.
Q3) One of the primary differences between national and local advertisers is that local advertisers plan strategically,while national advertisers think tactically.
A)True
B)False
Q4) Why is local advertising often referred to as retail advertising? Is all retail advertising local advertising?
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Chapter 5: Marketing and Consumer Behavior
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Q1) According to Abraham Maslow's hierarchy of needs model,which of the following is the highest need?
A) Esteem need
B) Social need
C) Safety need
D) Self-actualization need
E) Physiological need
Q2) Kate,a hard working employee,feels fatigued due to her heavy workload.She longs to take a vacation and visits an exotic place.Which of the following transformational motives is she influenced by?
A) Sensory gratification
B) Intellectual stimulation
C) Social approval
D) Problem avoidance
E) Normal depletion
Q3) The smell of fresh-baked bread is an example of a stimulus.
A)True
B)False
Q4) List the three general categories of customers.
Q5) Briefly describe mental files.
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Chapter 6: Market Segmentation and the Marketing Mix
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Q1) Which of the following products should be exclusively distributed?
A) Breakfast cereal
B) A blender
C) Pet food
D) Fashion magazines
E) Luxury watches
Q2) In terms of user status,_____ are the most brand loyal and require the least amount of promotion.
A) discount users
B) sole users
C) semi-sole users
D) repertoire users
E) trial/rejectors
Q3) Marketers can obtain lists of companies in particular NAICS divisions for direct mailings.
A)True
B)False
Q4) Briefly describe the 4Ps of marketing.
Q5) Define direct distribution.
Q6) How is product pricing affected by market demand?
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Chapter 7: Research
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Q1) To get a general impression of the market,the consumer,or the product,marketers typically start with quantitative research.
A)True
B)False
Q2) What is meant by a marketing information system?
A) It is a sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions.
B) It is a system used to make sure that none of the steps in the marketing research process is ignored.
C) It is a hierarchical chart system used for categorizing the relevance of different types of data.
D) It is a system used to assess and prioritize internal environmental strengths, weaknesses, opportunities, and threats.
E) It is a set of procedures used for gathering information and converting it into secondary data.
Q3) Message posttesting enables marketers to evaluate a campaign after it runs. A)True
B)False
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Chapter 8: Marketing and Imc Planning
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Q1) Which of the following is true of sales-target objectives?
A) In a new product category, a company tends to set low sales-target objectives.
B) Sales-target objectives are given more emphasis than communication objectives in a good marketing plan.
C) Sales-target objectives should not be impacted by recession.
D) Sales-target objectives are not influenced by government regulations.
E) In good economic times, a company may set ambitious sales-target objectives.
Q2) Successful organizations separate IMC plans from marketing.
A)True
B)False
Q3) Briefly describe any five of the nine methods for setting a IMC budget.
Q4) When developing an IMC budget,an IMC focus helps to remind us that advertising is just one component of IMC.
A)True
B)False
Q5) Briefly describe the bottom-up marketing plan.
Q6) What is a bottom-up marketing plan?
Q7) What is the key benefit of IMC?
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Q8) In terms of product concept,briefly describe the FCB grid and the Kim-Lord grid.
Chapter 9: Planning Media Strategy
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Q1) Which of the following is the Web-based system developed by Interactive Market Systems (IMS)that consolidates and summarizes planning data in a single relational database?
A) Adforum
B) Agency RollUp
C) Advertising Redbooks
D) Datastream
E) eMarketer
Q2) The _____ refers to the percentage of homes exposed to an advertising medium.
A) exposure
B) message weight
C) opportunity to see
D) exposure value
E) rating
Q3) Describe the three principal scheduling tactics used by media planners to build continuity in a campaign.
Q4) List the three principal media scheduling tactics used by media planners.
Q5) Briefly describe the influence of increasing competition on media planning.
Q6) List at least five examples of nontraditional advertising media.
Q7) Briefly describe how a media strategy statement should be written.
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Chapter 10: Creative Strategy and the Creative Process
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Q1) In the Judge's role,creatives evaluate the value of the big ideas and decide whether to implement,modify,or discard them.
A)True
B)False
Q2) Explain the difference between informational ads and transformational ads.
Q3) In the advertising process,who are the creatives?
Q4) The third step in the creative pyramid is to establish _____ for claims about the product or service.
A) credibility
B) desire
C) conviction
D) interest
E) attention
Q5) According to the creative pyramid,the first objective of any IMC campaign is to:
A) stimulate the prospective customer's interest.
B) attract the prospective customer's attention.
C) make the prospective customer aware of the product category.
D) make the prospective customer aware of the brand name.
E) create a communications medium for the prospective customer.
Q6) Describe Roger Von Oech's four-step creative model.
Page 12
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Chapter 11: Creative Execution
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Q1) Which of the following about developing copy for radio advertising holds true?
A) Radio copy must avoid being intrusive in order to attract and hold the attention of listeners.
B) It is important to include characters in the radio copy that sound highly exotic in order to grab listeners' attention.
C) It is challenging, yet essential to make the radio copy script fit the time slot.
D) Radio copy should use a large number of homonyms to ensure the message is clear.
E) Radio copy should represent an overzealous effort to attract listeners.
Q2) Briefly describe body copy of a print ad.
Q3) Which of the following is true of command headlines?
A) They aim to ask the reader questions about the product.
B) Their goal is to provide information to the reader.
C) They simply state a product's most important benefit.
D) They order or request the reader to do something.
E) All command headlines make a request to the reader.
Q4) How is developing radio copy different from creating any other kind of copywriting?
Q5) What is the difference between a rough layout and a thumbnail sketch?
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Page 13
Chapter 12: Print, Electronic, and Digital Media Production
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Q1) During the radio commercial production process,the agency producer,director,and sound engineer sit in the _____,where they can monitor all the sounds generated in the sound studio.
A) control room
B) studio
C) location set
D) workshop
E) recording lot
Q2) Which of the following is true of typefaces for print ads?
A) Type styles are selected to compensate for low quality copy.
B) Good type selection can create interest and attract readers.
C) Art directors select type styles to fill more space in the ad.
D) Good type selection can adequately compensate for a weak headline.
E) Inappropriate illustrations can be tempered by the use of attractive type styles.
Q3) Describe the postproduction phase of the production process of a TV commercial.
Q4) In the prepress phase,the printer makes a plate from the base art and one from each overlay.
A)True
B)False
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Chapter 13: Using Print Media
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Q1) A media buyer is the person in charge of negotiating and contracting with the media.
A)True
B)False
Q2) List any six disadvantages of magazine advertising.
Q3) List some of the added-value services offered by magazines and newspapers to their regular advertisers.
Q4) _____ are essentially magazine-length ads which readers are expected to purchase at newsstands.
A) Gatefold publications
B) Portfolio magazines
C) Custom magazines
D) Consumer magazines
E) Island halves
Q5) Which of the following statements concerning magazine advertising is true?
A) It provides flexibility in both readership and advertising.
B) It enables a vast geographic coverage.
C) The cost per thousand (CPM) is low in magazine advertising.
D) Magazine ads lack authority and believability.
E) Lead time for ad insertion is short.
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Chapter 14: Using Electronic Media
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Q1) In terms of network advertising,when an advertiser underwrites the total cost of a program,it is referred to as _____.
A) barter syndication
B) imagery transfer
C) sponsorship
D) narrowcasting
E) customization
Q2) Which of the following is true of national spot announcements?
A) They tend to have more viewers than cable television.
B) They do not suffer from the problem of advertising clutter.
C) They are more expensive than advertising on a participation basis.
D) They are less flexible than network advertising.
E) They run in clusters between programs.
Q3) Differentiate between how broadcast television and cable television reach their audience.
Q4) Spot radio offers national advertisers a limited choice of markets,station,airtime,and copy.
A)True
B)False
Q5) Describe how national radio networks are used for advertising.
Page 16
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Chapter 15: Using Digital Interactive Media
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Q1) When mobile advertising was first introduced,the carriers controlled a lot of the inventory as they limited the amount of traffic that went outside their deck.
A)True
B)False
Q2) What are cookies?
Q3) A centralized network is characterized by many different hubs and links,which allows continuous communication even if some connections stop working.
A)True
B)False
Q4) Third-party ad servers deliver ads from across multiple Web domains to one central source.
A)True
B)False
Q5) What is an ad banner?
Q6) What is an interstitial?
Q7) The development of Web browsers made viewing Web pages easy.
A)True
B)False
Q8) What is viral marketing?
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Chapter 16: Social Media
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Q1) Social media is more popular among people of sixty five and above compared to the younger generation.
A)True
B)False
Q2) Social media platforms are tools that amplify word of mouth (WOM)and make it measurable.
A)True
B)False
Q3) Mobile-based technology that is used for interactive communication is not included under social media.
A)True
B)False
Q4) Which of the following is true about blogs?
A) Typically blogs are personal in nature.
B) Blogs are not multimedia in nature.
C) Web sites cannot use the blog format for their homepage.
D) Bloggers are allowed to use up to 140 characters of text in their blogs.
E) Blogs are not opinionated in nature.
Q5) List one difference between traditional media and social media.
Q6) Who are the users of social media?
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Chapter 17: Using Out-Of-Home, Exhibitive, and Supplementary Media
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Q1) Explain the process of buying transit advertising.
Q2) The _____,a type of transit advertising,is placed above the seats and luggage area in a wall rack.
A) terminal poster
B) taxicab exterior
C) outside poster
D) inside card
E) spectacular
Q3) In terms of transit advertising,which of the following refers to take-ones?
A) Business reply cards affixed to interior ads for passengers to request more detailed information
B) Product samples given away at discount stores
C) Elaborate menus presented at restaurants with ads
D) Jumbo full-color pamphlets back lighted by fluorescent tubes
E) Free shopping guides given away in buses, subways, and commuter train terminals.
Q4) Why is packaging design as important as advertising in building a product's brand image?
Q5) What is meant by bus-o-rama signs?
Q6) What are junior posters?
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Chapter 18: Relationship Building
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Q1) Direct marketing is the best way to develop a good database.
A)True
B)False
Q2) The maker of Quality Paints is offering a one-month deal to retail stores to purchase its paints at 25 percent off the regular price.Rainbow Paints,a retailer,avails the offer by stocking up on these discounted products.By doing this,it plans to sell these products to customers at the listed price and thus,generating a higher profit margin.Rainbow paints is engaging in _____.
A) refunding
B) forward buying
C) polybagging
D) cooperative advertising
E) sampling
Q3) A push strategy is:
A) primarily created to generate publicity for a product among consumers.
B) designed to gain shelf space.
C) developed to attract customers.
D) created to increase demand for a product.
E) build traffic and promote impulse buying.
Q4) Why is database marketing a widely adopted marketing method?
Page 20
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Chapter 19: Relationship Building
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Q1) Funding of charity events is an example of sponsorship in the area of _____.
A) entertainment
B) culture
C) sports
D) causes
E) festivals and fairs
Q2) What is the primary role of public relations?
Q3) Public relations professionals consider marketing as the umbrella process that companies use to determine what goods and services the market needs and how to distribute and sell them.
A)True
B)False
Q4) What type of advertising do companies use to attract new employees?
Q5) Which of the following is an example of a feature article?
A) A basic fact sheet of information about an event
B) Updates about meetings and promotions posted on a company's bulletin board
C) A program or schedule of activities
D) A write-up about how to use a company's product
E) An announcement by a company about launching a new product
Q6) List out the three ways of measuring sponsorship results.
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