Media Planning Review Questions
Course Introduction
Media Planning is a comprehensive course that introduces students to the strategic process of selecting and scheduling media platforms to achieve marketing and communication objectives. The course explores key concepts such as audience analysis, media mix optimization, budgeting, and the evaluation of traditional and digital media channels. Students will learn to develop effective media plans by integrating consumer insights, utilizing media research tools, and applying industry-standard metrics to measure campaign effectiveness. Through real-world case studies and hands-on projects, the course prepares students to navigate the evolving landscape of media, ensuring campaigns reach target audiences efficiently and achieve set goals.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 14th Edition by William Arens
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19 Chapters
1892 Verified Questions
1892 Flashcards
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Chapter 1: Advertising and IMC Today
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105 Flashcards
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Sample Questions
Q1) State why companies practice IMC.
Answer: Companies practice IMC because IMC helps companies adopt a consumer-centric, rather than marketer-centric, perspective in creating brand messages. IMC helps companies to initiate, develop, and nurture relationships with important groups, especially customers.
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) A direct-mail ad exemplifies _____.
A)covert advertising
B)public service advertising
C)awareness advertising
D)noncommercial advertising
E)action advertising
Answer: E
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Chapter 2: The Big Picture: The Evolution of Imc
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Sample Questions
Q1) The emergence of urban markets following the Industrial Revolution hindered the growth of advertising.
A)True
B)False
Answer: False
Q2) A.
C.Nielsen produced the earliest catalogs, bringing a wide variety of products to new, rural markets.
A)True
B)False Answer: False
Q3) Which of the following strategies best describes a company's efforts to slow the demand for cigarettes through public service messages?
A)Macromarketing
B)Product positioning
C)Corrective advertising
D)Demarketing
E)Image advertising
Answer: D
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Page 4
Chapter 3: The Big Picture: Economic and Regulatory Aspects
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Sample Questions
Q1) A cease-and-desist order:
A)is issued in the interest of advertisers and prevents the government from regulating free speech unfairly.
B)is issued to slow the demand for goods with high social costs.
C)is issued to prohibit further use of deceptive or unfair advertisements.
D)is issued after advertisers sign consent decrees.
E)is a statutory order limiting the operations of advertisers in foreign countries.
Answer: C
Q2) _____ occurs when a consumer is "unjustifiably injured" or there is a "violation of public policy."
A)Deceptive advertising
B)Unfair advertising
C)Comparative advertising
D)Covert advertising
E)Nonproduct advertising
Answer: B
Q3) What is selective demand?
Answer: Selective demand is the demand for a particular brand.
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Chapter 4: The Scope of Advertising: From Local to Global
Part Two: Crafting Marketing and Advertising Strategies
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Sample Questions
Q1) What are the disadvantages inherent in establishing an in-house ad agency?
Q2) Creative boutiques work for advertisers and occasionally subcontract to ad agencies.
A)True
B)False
Q3) An advertising agency in Mexico City represents a wide range of accounts. It depicts real Mexicans enjoying everyday life. The agency does not offer assistance to clients who want to reach international markets. From this information, you can surmise that the agency is a(n)_____ agency.
A)business-to-business
B)transnational
C)regional
D)in-house
E)creative boutique
Q4) A chain store may maintain a completely staffed advertising department consisting of artists, copywriters, and production specialists to handle production, media placement, and marketing support services.
A)True
B)False
6
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Chapter 5: Marketing and Consumer Behavior: The
Foundations of Advertising
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Sample Questions
Q1) Which of the following is true with regard to reference groups?
A)Family and friends do not qualify as reference groups.
B)Often an individual is influenced in opposite directions by two reference groups and must choose between them.
C)Consumer decisions are unlikely to be influenced by reference groups.
D)The opinions of reference groups are likely to be considered unimportant by most individuals.
E)A reference group is unlikely to influence the beliefs of individuals.
Q2) The interpersonal influences that affect consumer behavior can be best categorized as the family, the society, and the cultural environment of the consumer.
A)True
B)False
Q3) Nonpersonal influences that have a direct impact on a consumer's final purchase decision are family, culture, and target market.
A)True
B)False
Q4) What are the three aims related to habits that companies have in the quest for brand loyalty?
7
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Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
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Sample Questions
Q1) _____ occurs when individuals act as independent distributors for a manufacturer or private-label marketer.
A)Indirect marketing
B)Network marketing
C)Viral marketing
D)Relationship marketing
E)Guerrilla marketing
Q2) In the _____ stage of the product life cycle, the marketplace becomes saturated with competing products and the number of new customers dwindles, so industry sales reach a plateau.
A)decline
B)introductory
C)maturity
D)growth
E)revitalization
Q3) The usual purpose of advertising is to inform, persuade, and remind customers about particular products and services.
A)True
B)False
Page 8
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Chapter 7: Research: Gathering Information for Imc Planning
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Sample Questions
Q1) A marketing research agency conducted a study to determine the reasons for the failure of a campaign aimed at curbing binge drinking among college students. The researchers visited various university campuses and collected information by speaking to students as well as members of the staff. This information gathered by the researchers is an example of _____.
A)quantitative data
B)primary data
C)sales data
D)cross-tabulated data
E)secondary data
Q2) What is meant by a media vehicle?
A)It refers to a particular publication or program used for advertising.
B)It refers to the size or length of an advertisement.
C)It refers to an advertising strategy used to target consumers.
D)It refers to the combination of advertisement channels used for product promotion.
E)It refers to the standard rates for different types of advertisement channels.
Q3) What are the disadvantages of recall tests and attitude tests?
Q4) Briefly describe research in terms of the three Rs of marketing.
Q5) What are the disadvantages of gathering secondary data?
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Chapter 8: Marketing and Imc Planning
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Sample Questions
Q1) Which of the following refers to clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period?
A)Marketing mix
B)Marketing objectives
C)Target market
D)Bottom-up marketing
E)Market orientation
Q2) Which of the following is true of the effect of marketing objectives on sales?
A)The impact of a campaign can be seen immediately and directly on sales.
B)An effective campaign cannot induce customer trial.
C)Good advertising can negate the effect of government regulation on sales.
D)Good marketing plans should place greater emphasis on sales-target objectives than on communication objectives.
E)Good campaigns can fail if consumers are dissatisfied with a product when they try it.
Q3) What is meant by SWOT analysis?
Q4) Describe the importance of IMC to the study of advertising.
Q5) What is a bottom-up marketing plan?
Q6) Describe the five communication objectives in terms of the IMC pyramid.
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Chapter 9: Planning Media Strategy: Disseminating the
Message Part Three: Creating Advertisements and Commercials
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Sample Questions
Q1) Advertisers use the continuous method of media scheduling for products and services that experience large fluctuations in demand throughout the year.
A)True
B)False
Q2) Spillover media offer potential cost savings through regional campaigns.
A)True
B)False
Q3) The term _____ refers to local media that many consumers in a neighboring country inadvertently receive.
A)advertising impression
B)opportunity to see
C)spillover media
D)exposure value
E)gross impression
Q4) The good media specialist today is actually a real advertising generalist.
A)True
B)False
Q6) List the two methods an advertiser may use to accumulate reach. Page 11
Q5) Briefly describe the influence of increasing competition on media planning.
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Chapter 10: Creative Strategy and the Creative Process
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Sample Questions
Q1) The difference between a big idea and a strategy is that a big idea describes the direction the IMC message should take while a strategy gives it life.
A)True
B)False
Q2) In terms of the technical component of a message strategy, _____ refer(s) to specific requirements such as addresses, logos, and slogans.
A)mandatories
B)rationale
C)work plans
D)copy platforms
E)copy points
Q3) _____ refers to a process in which two or more people get together to generate new ideas.
A)Lateral thinking
B)Mind mapping
C)Brainstorming
D)Speed thinking
E)Concept mapping
Q4) Describe the characteristics of fact-based thinkers.
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Chapter 11: Creative Execution: Art and Copy
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Sample Questions
Q1) _____ copy is especially useful for products that have a number of different uses or come in a variety of styles or designs.
A)Institutional
B)Picture-caption
C)Dialogue
D)Monologue
E)Straight-sell
Q2) In terms of print ads, a _____ is awarded only when a product meets standards established by a particular organization.
A)signature cut
B)seal
C)slogan
D)logotype
E)tagline
Q3) In the approval process of designing print layouts, what is the biggest challenge for the copywriter and art director?
Q4) Describe the three purposes of developing print layouts for an ad.
Q5) How can information provided on a website be concise and comprehensive at once?
Q6) Briefly describe the ways of writing effectively for websites.
Page 14
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Chapter 12: Print, Electronic, and Digital Media Production
Part Four: Using Advertising Media
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Sample Questions
Q1) A(n) _____ is a proof that is created by shining light through the negatives and exposing a light-sensitive paper that changes color.
A)answer print
B)blueline
C)digital proof
D)analog proof
E)color key
Q2) Normal photographic paper (such as snapshots made with a camera) produces images in _____ that refers to black and white with shades of gray in between.
A)halftones
B)line art
C)camera-ready art
D)flats
E)continuous tones
Q3) What does an agency mean when it says that print production is at the blueline?
Q4) Briefly describe a sound studio where a session is recorded.
Q5) What is the difference between line art and halftone screens?
Q6) List the traditional animation techniques.
Q7) What is a Chromalin?
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Chapter 13: Using Print Media
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Sample Questions
Q1) _____ 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
Q2) _____ refers to an estimate determined by market research of how many people read a single issue of a publication.
A)Pass-along readership
B)National rate
C)Derived leadership
D)Primary circulation
E)Guaranteed circulation
Q3) In 1984, the newspaper industry introduced the standard advertising unit system which standardized the newspaper column width, page sizes, and ad sizes.
A)True
B)False
Q4) Briefly describe premium rates for magazines.
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Chapter 14: Using Electronic Media: Television and Radio
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Sample Questions
Q1) 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.
Q2) An advantage of broadcast television advertising is its low production cost and low airtime cost.
A)True
B)False
Q3) Network TV advertising is sold on a(n) _____, with several advertisers buying 30- or 60- second segments within a program.
A)participation basis
B)syndication allowance
C)run-of-schedule basis
D)online slotting system
E)spot announcement basis
Q4) Define cume rating.
Q5) Describe the benefits of digital television over analog television.
Q6) Why is a preemption rate low?
Page 17
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) Software using HTTP interacts with _____, which are small pieces of valuable information that get stored in Web browsers when one loads certain Web sites.
A)worms
B)Trojans
C)cookies
D)viruses
E)digital signatures
Q2) Which of the following statements about digital interactive media is true?
A)The Internet has opened the door to electronic commerce.
B)The percentage of the U.S.population able to access the Internet on a regular basis continues to decrease.
C)Interactive TV is not a form of digital media.
D)The Internet is still a niche advertising medium as it is costly.
E)Internet reach is the lowest among non-Hispanic whites.
Q3) List a disadvantage of Internet advertising.
Q4) What is an ad banner?
Q5) Viral marketing is the Internet equivalent of billboards and hoardings.
A)True
B)False
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Chapter 16: Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising
With Other Elements of Imc
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Sample Questions
Q1) Briefly describe transit advertising.
Q2) What are some of the reasons why advertisers change the packaging of products?
Q3) _____ encompasses the physical appearance of the container and includes design, color, shape, labeling, and materials.
A)Product preservation
B)Product packaging
C)Immersive advertising
D)Full showing
E)Spectacular
Q4) Designers change product packaging very gradually to avoid confusing consumers.
A)True
B)False
Q5) _____, a type of out-of-home media, display text and graphic messages much like the big screens in sports stadiums.
A)Mobile billboards
B)Electronic signs
C)Inside cards
D)Junior posters
E)Terminal posters Page 19
Q6) What is meant by bus-o-rama signs?
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Page 20
Chapter 17: Introducing Social Media
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Sample Questions
Q1) Social ads are more expensive than search ads.
A)True
B)False
Q2) Social _____ tools can assess sentiment based on the syntax of the text.
A)insight
B)creation
C)listening
D)curation
E)engagement
Q3) _____ is the term used by tweeters to describe what people are talking, or tweeting, about on Twitter.
A)Browsing
B)Poking
C)Trending
D)Pinging
E)Posting
Q4) Forums are typically sections of sites that connect individuals around a specific topic.
A)True
B)False
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Chapter 18: Relationship Building: Direct Marketing, Personal
Selling, and Sales Promotion
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Sample Questions
Q1) How does a good database help marketers in understanding customers?
Q2) The trend toward self-service retailing is decreasing the importance of P-O-P materials.
A)True
B)False
Q3) For combination offers to be effective, items should be unrelated.
A)True
B)False
Q4) How are contests and sweepstakes similar to one another? Explain.
Q5) Which of the following is a reason why an advertiser would decide against using direct marketing?
A)It does not allow advertisers to determine the cost per response.
B)It is the least effective way of developing a good database.
C)It does not offer convenience to time-sensitive consumers like mass media does.
D)It does not help advertisers in judging the effectiveness of the medium they are using.
E)It is more costly than mass media to build an image for a product.
Q6) Describe folders and broadsides, two types of direct-mail formats.
Q7) What are the two processes used when working with a marketing database?
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Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue
Repositioning a Brand
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Sample Questions
Q1) In 2006, Rivera Brewing Co. expanded its involvement with the Orion Football League by signing a two-year deal with them. As part of the deal for which Rivera paid a million dollars, the brewing company would gain the rights to use the Football League's trademarks for retail promotions undertaken during the two year period. What promotional tool is Rivera using?
A)Sponsorship
B)Forward buying
C)Philanthropy
D)Lobbying
E)Community involvement
Q2) For a majority of companies, it's easier to create an event of their own than buy into an existing event.
A)True
B)False
Q3) Bulletin boards can be used to announce news about new equipment, new products, and meetings to employees.
A)True
B)False
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Q4) What is the primary role of public relations?
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