Media Planning Test Questions
Course Introduction
Media Planning is a comprehensive course that introduces students to the strategies and methodologies involved in effectively delivering advertising messages to target audiences through various media channels. The course covers essential concepts such as audience analysis, media research, budgeting, and the selection and scheduling of media platforms including digital, print, broadcast, and out-of-home media. Students learn to develop and present media plans that align with marketing objectives, understanding how to optimize reach, frequency, and engagement while considering media trends, consumption habits, and return on investment. The curriculum combines theoretical learning with practical exercises, preparing students for roles in advertising agencies, marketing departments, and media planning organizations.
Recommended Textbook
PROMO2 2nd Edition by Thomas O'Guinn
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15 Chapters
984 Verified Questions
984 Flashcards
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Page 2
Chapter 1: The World of Integrated Marketing Communication
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69 Verified Questions
69 Flashcards
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Sample Questions
Q1) (Scenario 1-2) If the brand aimed at senior citizens is successful in the U.S. market, Chug Enterprises plans to introduce it worldwide. However, appropriate images of senior citizens vary from culture to culture. Therefore, Chug Enterprises would be wise to engage in
A) local advertising.
B) regional advertising.
C) national advertising.
D) international advertising.
Answer: D
Q2) You and your best friend watch the same television commercial together. You think that the spokesperson in the ad is quite humorous. Your friend thinks that the spokesperson is just plain stupid. This is an example of
A) the result of differing content upon viewers.
B) the creation of different meanings based on social and cultural context.
C) an ad that cannot be effective.
D) one person not exercising intent of interpretation.
Answer: B
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3
Chapter 2: The Promotion Industry
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Sample Questions
Q1) (Scenario 2-3) The pageant's board of directors has come to the realization that the one night event is the only aspect that the general public equates to the Miss America contest. In reality, the event lasts year round with pageants in all fifty states during the year leading up to the nationally televised event. The board has selected a new full-service agency to tie all the events together in a cohesive marketing program including an interactive component. To do this, the agency will focus on:
A) IMC using the full spectrum of promotional tools
B) development of a new brand logo
C) creating a compelling new ad campaign
D) a website directed to a new younger audience
Answer: A
Q2) Advertisers are shifting some money away from traditional media because they are
A) interested in consolidating via digital media.
B) looking to a broader range of promotional tools.
C) unconvinced in the strengths of promotional tools.
D) struggling to recover from a depressed economy.
Answer: B
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Page 4
Chapter 3: The Evolution of Promoting Brands
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Sample Questions
Q1) By helping communicate about brands, advertising in the era of industrialization made previously unmarked commodities into differentiated product offerings, and
A) used electronic commerce to do so
B) created brand marks and identities
C) diminished the growth of wholesalers
D) inhibited the growth of retail chains markers
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) Demand stimulation can cause consumers to insist on a product at the retail level.
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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Sample Questions
Q1) Folgers launched a new brand initiative called "Happy Mornings: the Revenge of the Yellow People." Using STP, they changed their brand positioning as part of a strategy that A) brings color to the brand reputation
B) addresses a new target group in terms that are relevant to their lifestyles C) uses nostalgia for 1950's monster movies to remind Boomers to drink their brand D) none of these statements explain what Folgers is doing with their new campaign
Q2) (Scenario 4-4) For Keds's positioning to have the best chance at success, it A) should be targeted at the segment that spends the most on its product. B) must be internally and externally consistent. C) must communicate a promise the company can truly deliver on D) cannot suggest too many different compelling benefits to the user.
Q3) Success from applying the STP framework is often short-lived.
A)True B)False
Q4) Using a product that you have used in the past week as an example, explain the difference between segmenting and targeting in the STP approach to marketing.
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Page 6
Chapter 5: Understanding Buyer Behavior and the Communication Process
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Sample Questions
Q1) (Scenario 5-6) Most consumers have no experience with Voice-It products and view the purchase of this product as low involvement. What mode of consumer decision making does this indicate?
A) brand loyalty
B) extended problem solving
C) limited problem solving
D) habit
Q2) Advertising cannot affect an internal search. However, it can be a very effective tool once a consumer begins an external search.
A)True
B)False
Q3) Features of a brand, such as convenience, reliability, durability, and economy, appeal to a consumer's desire for
A) functional benefits.
B) emotional benefits.
C) esteem.
D) aesthetic satisfaction.
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Page 7
Chapter 6: The Regulatory and Ethical Environment of Promotions
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Sample Questions
Q1) Which one of the following is a controversial product other than tobacco or alcohol
A) automobiles because auto accidents kill so many each year
B) fast food because critics claim it causes obesity
C) prescription medicines because they are overused
D) low fat products because they lull consumers into complacency about their cholesterol
Q2) To judge whether a particular instance of vertical cooperative advertising is a form of unfair competition, you must know if the advertising allowances involved represent hidden price concessions.
A)True
B)False
Q3) The concept of "privacy" as it relates to online e-commerce is emerging as a critical concern for advertisers, regulators and consumers. Explain how this problem is currently being addressed.
Q4) Television programs like the Smurfs and the Muppets have been banned by the U.S. government because they constitute program-like advertisements to children.
A)True
B)False
8
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Chapter 7: The International Market Environment for Brand Promotion
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Sample Questions
Q1) Advertising agencies must continuously decide how to overcome cultural barriers to communicate effectively.
A)True
B)False
Q2) Nearly 75 percent of the world's population lives in
A) less-developed countries.
B) newly industrialized countries.
C) emerging economies.
D) highly industrialized countries.
Q3) (Scenario 7-1) In 1990, when the first radio advertisements were aired in Tanzania, many listeners were bewildered by the concept of advertising. They simply did not understand what they were listening to. This is an example of
A) the brands of products being advertised not having a global appeal.
B) companies not understanding the unique demographic characteristics of Tanzania.
C) culture-free communication.
D) a low degree of shared meaning between advertiser and consumer.
Q4) Describe the various pressures that drive the costs of a global marketing effort upward when one is faced with buying media.
9
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Chapter 8: Messaging and Media Strategies
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Sample Questions
Q1) Clients see creativity as
A) characteristic of unusually charismatic agency creatives
B) experienced by the majority of managers at one time or another
C) a quality of ad agencies rather than individuals
D) standard for most advertising executives
Q2) The textbook suggests that creativity reflects:
A) early childhood experiences.
B) social circumstances.
C) mental styles.
D) all of these statements
Q3) 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
Q4) In brainstorming, fear of being demoted is a great incentive to come up with the most brilliant idea.
A)True
B)False
Q5) Characterize the tensions between the creatives and the account executives (AEs) in an advertising agency.
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Chapter 9: The Internet
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Sample Questions
Q1) The WWW or World Wide Web provides the least diverse opportunity of the online technologies for advertising and IMC.
A)True
B)False
Q2) As a website designer, you have been asked to set up a "sticky" website for a major airline. What does this term mean and what considerations should you take into account while developing the site?
Q3) The real challenge for today's Internet advertisers is to:
A) sell products on each visit.
B) get click-through on banner ads.
C) develop corporate websites.
D) get visitors to return to the website.
Q4) A 'mash-up" is
A) what happens when a website crashes during a consumer transaction
B) a combined for-profit and pro bono website where sales benefit a charity
C) what happens with the Air Force recruiting site invades the Army site
D) a combination of one or more websites into a single site like Chicagocrime.org
Q5) As an advertiser, what tools can you use to make your website as visited as possible?
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Chapter 10: Direct Marketing and Personal Selling
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65 Verified Questions
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Sample Questions
Q1) 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.
Q2) (Scenario 10-2) A magazine publisher collects data at its website about readers of one of its health and fitness magazines. The publisher uses direct mail to try to get these readers to subscribe to another of its publications regarding nutrition. This practice is known as
A) reader-response coordination.
B) cross-selling.
C) the shotgun approach.
D) vector marketing.
Q3) A company is trying to use its marketing database to determine its best customers. An RFM analysis is an excellent tool for this.
A)True
B)False
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Chapter 11: Sales Promotion and Point of Purchase
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Sample Questions
Q1) (Scenario 11-4) General Mills had learned that, along with Kellogg's and Quaker Oats, they often target the same customers with their advertising. This problem of many customers receiving too many messages from too many different firms has been addressed by using sales promotion elements such as coupons. This is an example of ____ driving growth in sales promotion.
A) short-term orientation
B) increased power of retailers
C) demand for greater accountability
D) media clutter
Q2) Vertical cooperative advertising involves the sharing of advertising costs between a manufacturer and a retailer.
A)True
B)False
Q3) The primary role for consumer sales promotion is to
A) enhance the image of a brand.
B) elicit an immediate purchase from a customer.
C) encourage long-term purchasing of a brand.
D) have a preference-building effect for a brand.
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13
Chapter 12: Sponsorship, Product Placements, and Branded Entertainment
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Sample Questions
Q1) What is the term in marketing that entails embedding your brand as part of an entertainment property (e.g., a sporting event, TV show, theme park, short film, movie, or video game) in an effort to connect with your consumer in a unique and compelling way?
A) Fan loyalty
B) Branded entertainment
C) Splashing Events
D) Premiums
Q2) An additional advantage of event sponsorships is that it can be used
A) as a way to entertain important clients
B) to motivate a firm's salespeople
C) to recruit new customers
D) all of these are additional advantages of event sponsorship
Q3) Which of the following is the earliest of these examples of product placement in a movie?
A) Reese's pieces in E.T.
B) The Mini Cooper in the Italian Job
C) The BMW Z3 in Golden Eye
D) Wonder Bread in Talledega Nights
Page 14
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Chapter 13: Public Relations, Influencer Marketing, Social
Media, and Corporate Advertising
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71 Flashcards
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Sample Questions
Q1) The British beef industry was rocked by reports of mad cow disease in its herds. To deal with the concerns raised, the industry had to adopt a reactive public relations strategy.
A)True
B)False
Q2) Phillips Petroleum ran an advertisement with the headline "Every year, one of our investments has an average return of 15 million." The visual is a photograph of a duck landing on a lake. The copy explains that Phillips is helping to save endangered wetlands in several south-central and southwestern states. This is an example of
A) an advocacy ad.
B) a consumer goods ad.
C) a cause-related ad.
D) a public relations effort.
Q3) The book lists six main objectives of public relations efforts. List four of these objectives. Then, give an example of how a company that sells a product you purchase or provides a service you use could try to achieve each of the four objectives.
Q4) How do proactive and reactive public relations strategies differ? Describe the steps necessary to implement each strategy.
Page 15
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Chapter 14: Personal Selling and Sales Management
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Sample Questions
Q1) Promotional materials-samples, catalogs, product brochures are considered an advertising expense and are not a part of the personal selling budget.
A)True
B)False
Q2) Mike, the sales manager for Mega brands wants to increase the motivation of his sales force but has a very tight budget and cannot increase compensation. "Well, money isn't everything" he thinks. Mike decides to start posting on the company website the high performing individuals that have exceeded their short-term goals. Which of the following nonmonetary compensation methods is Mike employing?
A) task clarity
B) job/life satisfaction
C) recognition of goal attainment
D) perquisites/perks
Q3) For many organizations personal selling is the most important element of the promotion mix. Discuss the factors that would lead an organization to emphasize personal selling. When is personal selling useful to an organization and when is it less useful?
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Chapter 15: Measuring the Effectiveness of Brand Promotions
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Sample Questions
Q1) The relationship between marketing research and promotion research is that A) marketing research is much more specific than promotion research.
B) marketing research is not systematic but promotion research is.
C) promotion research is related to all the marketing mix variables but marketing research focuses only on gathering and recording data.
D) promotion research is a specialized form of marketing research.
Q2) Which of the following types of pretest message research tries to identify specific thoughts that occur during an individual's exposure to a specific ad?
A) thought listing
B) attitude-change studies
C) communications studies
D) theatre testing
Q3) Naturalistic inquiry is a form of quantitative research.
A)True
B)False
Q4) Validity means that the method generates consistent findings over time.
A)True
B)False
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