Media Planning and Strategy Review Questions
Course Introduction
Media Planning and Strategy explores the principles and practices used to effectively design, implement, and evaluate media campaigns within the advertising industry. The course covers the fundamentals of audience analysis, media objectives, budgeting, media selection, and the integration of traditional and digital platforms. Students learn how to develop media plans that align with marketing goals, optimize reach and frequency, and measure campaign effectiveness. Emphasis is placed on real-world case studies and practical applications, equipping students with the analytical and strategic skills necessary to make informed media decisions in a dynamic and evolving media landscape.
Recommended Textbook
PROMO2 2nd Edition by Thomas O'Guinn
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15 Chapters
984 Verified Questions
984 Flashcards
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Chapter 1: The World of Integrated Marketing Communication
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69 Verified Questions
69 Flashcards
Source URL: https://quizplus.com/quiz/22079
Sample Questions
Q1) A company that markets a vitamin supplement produces a commercial that has the stated purpose of simply delivering straight information about the product. It is still an attempt to directly generate sales.
A)True
B)False
Answer: True
Q2) You have been asked to analyze advertising industry expenditures by target market. You want to start with the market that is most often targeted by advertisers. You begin by looking at
A) household consumers.
B) government employees.
C) professionals.
D) members of trade channels.
Answer: A
Q3) Advertising increases levels of consumer purchase of specific brands, which in turn affects gross domestic product.
A)True
B)False
Answer: False
Page 3
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Chapter 2: The Promotion Industry
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) Dooley, Fishback and Waller advertising agency sets an hourly rate for its services. The rate is based on the average salary of all the members of a particular department. This is an example of
A) the fee system.
B) the fixed-fee system.
C) the markup charge system.
D) the commission system.
Answer: A
Q2) When an ad agency uses a compensation system much like that used by consultants or attorneys to bill clients, it is using A) a commission system.
B) markup charges.
C) a fee system.
D) a media commission system.
Answer: C
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Chapter 3: The Evolution of Promoting Brands
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65 Verified Questions
65 Flashcards
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Sample Questions
Q1) Despite the "dot com" meltdown of 2000 and the demise of many websites, Phase II of the e-promotion revolution is:
A) eliminating advertising entirely
B) much more successful
C) likely to decrease in the next decade.
D) in limbo awaiting better ad measurement tools
Answer: B
Q2) (Scenario 3-5) Shows that blended product advertising and program content, like Strawberry Shortcake, drove regulators nuts in which period?
A) Creative Revolution (1960 to 1972)
B) The Seventies (1973 to 1980)
C) The Designer Era (1980 to 1992)
D) World War II and After (1941 to 1960)
Answer: B
Q3) Products could be branded even before the practice of advertising was firmly established as a marketing communications tool.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Understanding the Marketing Environment:
Segmentation, Targeting, and Positioning
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) Segmentation used in selecting target markets that includes basic descriptors such as age, gender, and income is known as ____ segmentation.
A) psychographic
B) behavioral
C) geographic
D) demographic
Q2) (Scenario 4-6) With the "priority seating" plan, the bowling team is attempting to encourage bowling aficionados to come watch the team in action. This is an example of ____ segmentation.
A) lifestyle
B) geographic
C) usage
D) demographic
Q3) The STP approach is strongly recommended when markets are:
A) homogenous with respect to consumer characteristics
B) homogenous with respect to consumer needs
C) diverse with respect to consumer needs
D) not well understood by marketers
Q4) Define and explain the importance of the value proposition in brand promotion.
Page 6
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Chapter 5: Understanding Buyer Behavior and the Communication Process
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68 Verified Questions
68 Flashcards
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Sample Questions
Q1) Consumers demonstrate brand loyalty when they repeatedly purchase a single brand solely because it fulfills a specific functional need.
A)True
B)False
Q2) Evaluative criteria are the shared attributes of the products within an evaluation set.
A)True
B)False
Q3) Emotional benefits from a product or service are derived from the intangible characteristics of that product or service and are strong factors in purchase decisions.
A)True
B)False
Q4) You have written an advertisement for a swimming pool. The copy is detailed and very informative. In general, this ad would be most appropriate for someone who is
A) performing an internal search.
B) performing an external search.
C) looking for an emotional benefit.
D) trying to fulfill a basic need.
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Chapter 6: The Regulatory and Ethical Environment of Promotions
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) Defamation that occurs in print and would relate to magazine, newspaper, direct mail, or Internet reports is known as:
A) Defamation
B) Internalization
C) Libel
D) Slander
Q2) (Scenario 6-1) In the past, Adbusters cited 12 magazines that it said are responsible for pushing "a clean, exciting image for one of the dirtiest products around: tobacco." They suggested that Americans cancel their subscriptions to these magazines until the magazines stopped accepting this advertising. This is an example of
A) a yet-to-be-proved-effective tool called a boycott.
B) the activities of one of the three most powerful consumer organizations in the United States.
C) a group of consumers functioning as a regulatory agent.
D) a recently emerging phenomenon called consumerism.
Q3) Give two reasons why it is in the best interests of advertising agencies and the advertising industry to engage in self-regulation.
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Page 8
Chapter 7: The International Market Environment for Brand Promotion
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) The book describes three distinct challenges that complicate the execution of advertising in international settings. The three challenges that must be overcome are
A) the verbal, the visual, and the symbolic.
B) product, promotion, and price.
C) creative, media, and regulatory.
D) comprehension, retention, and interpretation.
Q2) Given the development phase their country is in and their demonstrated interest in western products like fast food, consumers in Singapore are likely to also be experiencing
A) changing roles for women as they enter the workforce in greater numbers
B) an Americanization of their preferences for brands and products
C) shifts in values and norms among the younger generation from traditional to global
D) all of these statements are likely to be true of consumers in Singapore
Q3) One of the most culturally bounded approaches to advertising involves
A) language
B) humor
C) emotion
D) symbols and rituals
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Chapter 8: Messaging and Media Strategies
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47 Verified Questions
47 Flashcards
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Sample Questions
Q1) (Scenario 8-1) Which of the following departments in the Blanding agency is responsible for maintaining a good relationship with this client?
A) creative.
B) account service
C) media planning
D) production
Q2) One of John Sweeney's rules for what to do if creativity is the goal is to establish a clear code of behavior.
A)True
B)False
Q3) Creative thinkers appear never to have lost the ability to think like a child.
A)True
B)False
Q4) The textbook suggests that creativity reflects:
A) early childhood experiences.
B) social circumstances.
C) mental styles.
D) all of these statements
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Page 10
Chapter 9: The Internet
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Sample Questions
Q1) (Scenario 9-5) John Deere's senior lawn care sector manager has asked Phat Chance to suggest which of the following is the best measure of unique visitors to the corporate home page. They reply that it is
A) hits
B) reach
C) users
D) visits
Q2) One of the advantages of advertising on the Internet is:
A) Target Market selectivity
B) Emotional expressiveness
C) Theatre of the Mind
D) Media geodynamics
Q3) (Scenario 9-3) Potential visitors to this site have several different ways in which they may have found out about it. Which one of the following is not likely to have been one of them?
A) Word of mouth by a satisfied user
B) Through a search engine like Google, Yahoo or the Online Yellow Pages
C) The Library of Congress
D) Via a Pop-Up
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Page 11
Chapter 10: Direct Marketing and Personal Selling
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65 Verified Questions
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Sample Questions
Q1) Direct marketers do not use mailing lists because they are expensive and outdated.
A)True
B)False
Q2) A business interviews customers to determine their wants and needs. This company is in the process of developing
A) a geodemographic data source.
B) an external list.
C) a marketing database.
D) a single-source tracking study.
Q3) External mailing lists are typically bought or rented from sources outside the organization doing the mailing.
A)True
B)False
Q4) Infomercials were made possible by
A) the lower cost of ad space on satellite and cable systems.
B) increasingly gullible consumers.
C) the advent of videotape.
D) relaxed network standards for programming.
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Page 12
Chapter 11: Sales Promotion and Point of Purchase
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) In order for an item to be defined as a specialty-advertising item, it must
A) contain the sponsor's name and/or logo.
B) contain no promotional message.
C) have no use but as a promotional item.
D) be charged for.
Q2) The difference between contests and sweepstakes is that
A) contests require skill, and sweepstakes require luck.
B) contests are used to generate long-term interest in a brand, and sweepstakes are used to generate immediate interest.
C) contests can require an entry fee, and sweepstakes cannot.
D) contests focus on the game, and sweepstakes focus on the brand.
Q3) Transit advertising works best for building or maintaining brand awareness.
A)True
B)False
Q4) An advantage of billboards as a medium is
A) wide exposure of a message in a specific local market.
B) the large size and lighting attracts attention.
C) reaching passersby with a message related to an immediate need.
D) All of these statements are advantages of billboards.
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Chapter 12: Sponsorship, Product Placements, and Branded Entertainment
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53 Verified Questions
53 Flashcards
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Sample Questions
Q1) The brave new world of IMC refers to
A) a famous television commercial that launched the first Macintosh laptop
B) a novel by Alduous Huxley
C) new tools and practices in the marketing of brands that are fundamentally different from traditional media
D) the upcoming demise of advertising in favor of sponsored events
Q2) If a marketer wants to directly compare the effectiveness of an event sponsorship with that of traditional advertising efforts, he or she should
A) calculate the number of exposures to the brand at the event and from coverage of the event and decided whether it is comparatively cost effective.
B) compare the money spend sponsoring the event with the amount needed to run traditional advertising over the same time period.
C) compare sales figures in the weeks before and after the event with sales figures preceding and following traditional advertising efforts.
D) compare brand-preference figures in the weeks before and after the event with brand-preference figures preceding and following traditional advertising efforts.
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Page 14
Chapter 13: Public Relations, Influencer Marketing, Social
Media, and Corporate Advertising
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71 Verified Questions
71 Flashcards
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Sample Questions
Q1) Which of the following primary objectives of public relations involves dealing with government officials and pending legislation?
A) promoting goodwill
B) preparing internal communications
C) counteracting negative publicity
D) lobbying
Q2) When pet owners receive product samples and informative brochures describing the nutritional benefits of particular brands of pet food this is primarily
A) a service of their veterinarian
B) coincidence
C) an effort of a brand marketer to use influencer marketing effectively
D) a effort of pet advocates
Q3) For the most part, it's very difficult to strategically control publicity efforts. In this respect, such efforts are very similar to
A) press conferences.
B) company newsletters.
C) event sponsorship.
D) press releases.
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Chapter 14: Personal Selling and Sales Management
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63 Verified Questions
63 Flashcards
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Sample Questions
Q1) The first stage of the personal selling process is prospecting.
A)True
B)False
Q2) A canned presentation has a sales person recite, nearly verbatim, a prepared sales pitch.
A)True
B)False
Q3) The stages of the personal selling process, in order, are
A) prospecting, preparation, initial contact, presentation, handing objections, closing the sale, follow-up.
B) preparation, prospecting, initial contact, presentation, handing objections, closing the sale, follow-up.
C) preparation, prospecting, initial contact, presentation, handing objections, closing the sale, follow-up..
D) prospecting, initial contact, preparation, presentation, handing objections, closing the sale, follow-up.
Q4) The final stage in the personal selling process is closing the sale.
A)True
B)False
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Chapter 15: Measuring the Effectiveness of Brand Promotions
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59 Verified Questions
59 Flashcards
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Sample Questions
Q1) A researcher uses the term __________ to describe whether a research method gives similar results when used over time.
A) reliability
B) validity
C) verifiability
D) trustworthiness
Q2) Joe, the brand manager for Mega brands Surf laundry detergent asks his ad agency ABC-XYZ for information on how well the proposed advertisement scored against average campaigns of its type. Joe is asking for A) normative test scores.
B) information on the ads validity.
C) trustworthiness data.
D) a resonance test.
Q3) A ballot method
A) views each inquiry as a "vote" in favor of a direct response campaign.
B) is a means of post-testing the effectiveness of sales promotion.
C) is a quantitative method of conducing political polling.
D) consists of mailing target consumers a list of promotional options and asking them to rank their preferences and mail the ballot back to the firm.
Page 17
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