This document contains 125 multiple choice questions about media planning. The questions cover topics such as customers' awareness, mobile advertising providers' relationships with agencies or advertisers, interactive online newsrooms, pitching to clients, prestige clients, e-marketing as part of marketing strategies, instant sharing by customers, heterogeneous consumers, radio-frequency identification, spot buys on TV, pulsing and flighting as scheduling strategies, how media planning integrates with creative development, increased media fragmentation, media traffic, looking beyond traditional media, cost per thousand impressions (CPM) as an ad pricing model, advertising media covering channels to consumers, using demographics and psychographics in strategic media planning, addressable media delivering customized messages, making media decisions based on
This document contains 125 multiple choice questions about media planning. The questions cover topics such as customers' awareness, mobile advertising providers' relationships with agencies or advertisers, interactive online newsrooms, pitching to clients, prestige clients, e-marketing as part of marketing strategies, instant sharing by customers, heterogeneous consumers, radio-frequency identification, spot buys on TV, pulsing and flighting as scheduling strategies, how media planning integrates with creative development, increased media fragmentation, media traffic, looking beyond traditional media, cost per thousand impressions (CPM) as an ad pricing model, advertising media covering channels to consumers, using demographics and psychographics in strategic media planning, addressable media delivering customized messages, making media decisions based on
This document contains 125 multiple choice questions about media planning. The questions cover topics such as customers' awareness, mobile advertising providers' relationships with agencies or advertisers, interactive online newsrooms, pitching to clients, prestige clients, e-marketing as part of marketing strategies, instant sharing by customers, heterogeneous consumers, radio-frequency identification, spot buys on TV, pulsing and flighting as scheduling strategies, how media planning integrates with creative development, increased media fragmentation, media traffic, looking beyond traditional media, cost per thousand impressions (CPM) as an ad pricing model, advertising media covering channels to consumers, using demographics and psychographics in strategic media planning, addressable media delivering customized messages, making media decisions based on
This document contains 125 multiple choice questions about media planning. The questions cover topics such as customers' awareness, mobile advertising providers' relationships with agencies or advertisers, interactive online newsrooms, pitching to clients, prestige clients, e-marketing as part of marketing strategies, instant sharing by customers, heterogeneous consumers, radio-frequency identification, spot buys on TV, pulsing and flighting as scheduling strategies, how media planning integrates with creative development, increased media fragmentation, media traffic, looking beyond traditional media, cost per thousand impressions (CPM) as an ad pricing model, advertising media covering channels to consumers, using demographics and psychographics in strategic media planning, addressable media delivering customized messages, making media decisions based on
101. Customers'______________ have become the order of the day.
A. endorsement
B. information
C. awareness
D. knowledge o m .c Answer: A te a q M 102. Most of the mobile advertising solution providers typically brought in their technology with direct relationship with agencies or__________. c A. publishers M B. advertisers
C. subscribers
D. analysts.
Answer: B
103. ______________ are filled with videos, podcasts, Really simple
syndication (RSS) feeds for targeted news and information, downloadable images, and presentations.
A. Online newsrooms
B. Websites
C. Mobile advertising
D. Interactive newsrooms.
Answer: D
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104. ______________refers to the presentation of an advertising message to a prospective or existing client.
A. Pitch
B. Rate cards
C. Estimate
D. Point-of-purchase.
Answer: A
o m .c 105. Type of client that may not be a very friendly or creative client to have te but is an MNC and needs to be on the portfolio is known as _____________. a q M A. financial value c B. potential value M C. prestige value
D. creative value.
Answer: C
106. ______________is now a significant part of every global corporations
marketing arsenal.
A. Internet
B. Web
C. Mobile
D. e - marketing
Answer: D
107. ______________ customers can themselves become publishers,
choosing to share what they have received with their social networks.
A. Publish - subscribe
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B. Instant sharing
C. Multi - model viewing
D. Mobile invertising
Answer: B
108. ______________ have different expectations and different
relationships with companies from which they purchase products and services.
A. Hetrogenous Consumers o m .c B. Homogenous Consumers te C. Cyber Consumers a D. Diverse Consumers q M Answer: C c M 109. RFID stands for
A. Rapid - frequency identification
B. Reach - frequency identification
C. Red - frequency identification
D. Radio - frequency identification
Answer: D
110. ______________ are purchases of TV time in certain markets by
regional or national companies.
A. Affiliates
B. Spot buys
C. Spilit run
D. Air time
Answer: B
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111. ______________ is a scheduling strategy in which planned messages run in intermittent periods.
A. Media run
B. Continuous scheduling
C. Pulsing
D. Flighting
Answer: D
o m .c 112. ______________ is placing media throughout the year with equal weight in each month. te a A. Pulsing q M B. Flighting c C. Continuous scheduling M D. Zapping
Answer: C
113. Pulsing is a scheduling strategy that provides a floor of media
support throughout the year and periodic______________.
A. increases
B. decreases
C. intervention
D. timing
Answer: A
114. A products purchase cycle may also influence media
______________.
A. planning
B. scheduling
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C. mix
D. cost
Answer: B
115. The more media vehicles used with lots of different programs with more messages leaves the consumes in a ______________.
A. fragmentation
B. isolation
o m C. composition .c D. clutter te a Answer: D
q M cdevelopment of creative materials must be 116. Media scheduling and the M does not miss opportunities for reaching the integrated so that a company right ______________ , at the right time, in dynamic ways.
A. manufactures
B. customers
C. audience
D. individuals
Answer: C
117. We know that media is reaching more people but there are smaller audience in each channel because there are so many___________.
A. tradition
B. fragmentation
C. identification
D. seggregation
Answer: B
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118. Distribution of message materials from agency to contracted media is called ______________.
A. media research
B. media management
C. media traffic
D. agency billing.
Answer: C
o m .c 119. Advertising to todays consumers, we need to look beyond the te ______________ media of print, radio, and television. a A. traditional q M B. non - traditional c C. social M D. new
Answer: A
120. The cost of an advertisement or a schedule of ads is often based on
______________.
A. CPP
B. CPR
C. CPI
D. CPM
Answer: D
121. Complete the following definition of advertising media. The
advertising media is a marketing communications umbrella concept that covers _________________ to the prospective consumer.
A. Media vehicles
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B. Advertising messages
C. Brand
D. Channels
Answer: B
122. Strategic media planning is a complex challenge because advertises
must use their knowledge of
A. Demographics
o m B. Psychographics .c C. Behavioural Characteristics te a D. All of the above
q M Answer: D c 123. Addressable media are used M A. For two-way communication
B. For social media
C. To deliver customized marketing messages to identifiable prospects
D. For one way communication
Answer: C
124. Media strategy is making media decisions based on
A. Understanding customers wants and needs
B. The clients wishes
C. Whims of the market
D. Brand awareness
Answer: A
125. Magazine performance has remained stable in recent years due to
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A. The development of brand values
B. Low cost
C. Multi-page combinations
D. Their ability to address segmented audiences
Answer: D
o m .c te a q M c M
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