IMC FINAL EX CH 9

Why have ad agencies moved the task of media planning to an earlier phase in the overall process? 1. It is important to plan when, where, and under what conditions to make contact. 2. Account executives apply for budgets. 3. The media department selects the target audience. 4. Stakeholders discuss tactical details before the meeting.

1. It is important to plan when, where, and under what conditions to make contact.

In the past, people who planned and bought media were Blank______. 1. anonymous in comparison to the employees in the creative department 2. irrelevant to the success of the overall marketing plan 3. ignored since media decisions were made by software programs 4. given the highest salaries for job positions at the entry level

1. anonymous in comparison to the employees in the creative department

The specific types of people the advertiser wants to reach are defined by Blank______. 1. audience objectives 2. target objectives 3. consumer projections 4. distribution projections

1. audience objectives

A brand development index number of Blank______ indicates that a brand's performance balances with the size of the area's population. 1. 0.5 2. 100 3. 10 4. 150

2. 100

What is an advertiser's medium of choice in order to reach whole urban populations where TV ownership is low? 1. Social media 2. Movies 3. Newspapers 4. Magazines

2. Movies

How does an advertiser achieve its stated media objectives? 1. by developing a recency plan 2. by creating a media strategy 3. by creating a media market

2. by creating a media strategy

What are the three critical elements of media planning? 1. intensity, ratings, and reach 2. continuity, frequency, and reach 3. continuity, gross impressions, and ratings 4. frequency, gross impressions, and reach

2. continuity, frequency, and reach

Prior to developing creative concepts for advertising, what type of strategic work must be done? 1. design planning 2. media planning 3. budget planning 4. technology planning

2. media planning

What is determined by multiplying the number of subscribers with the estimated number of readers per copy? 1. return on investment 2. total audience 3. effective reach

2. total audience

______ are frequently used by media planners to define their target audiences. 1. Media-only reviews 2. Category development indices 3. Geo demographic classifications 4. Advertising response curve

3. Geo demographic classifications

In order to reach the upper class, auto manufacturers utilize Blank______ advertising. 1. radio 2. Internet 3. TV 4. Internet radio

3. TV

Media planners calculate the total gross impressions for a schedule by adding the Blank______. 1. readers per copy of different publications 2. television households across different states 3. gross impressions for each medium used 4. advertising impressions per audience member

3. gross impressions for each medium used

The total size of the audience for a set of ads or for an entire campaign that gives a measurement of the campaign's exposure in a particular market is called the: 1. audience circulation 2. audience mass 3. message weight 4. ad buoyancy

3. message weight

The total size of the audience for a set of ads or for an entire campaign that gives a measurement of the campaign's exposure in a particular market is called the: 1. audience mass 2. audience circulation 3. message weight 4. ad buoyancy

3. message weight

A BDI under 100 and a CDI over 100 indicate that the Blank______. 1. the product category has high potential, and the brand is selling well 2. product category has low potential, and the brand is not selling well 3. product category has high potential, but the brand is not selling well 4. product category has low potential, but the brand is selling well

3. product category has high potential, but the brand is not selling well

n scheduling the release of advertisements, the media planner takes into consideration when consumers are most likely to Blank______. 1. remember the slogan 2. see the ad 3. change the channel 4. buy the product

4. buy the product

he five Ms of an effective media strategy are markets, money, media, methodology, and: 1. message 2. mood 3. measurement 4. mechanics

4. mechanics

What translates a company's advertising strategy into goals that can be accomplished? 1. budget objectives 2. publishing objectives 3. target objectives 4. media objectives

4. media objectives

The distribution objectives are directly related to Blank______. 1. product, place, price, and promotion 2. product concept, target audience, advertising message, and communications media 3. needs, wants, security, and education 4. message weight, reach, frequency, and continuity

4. message weight, reach, frequency, and continuity

What is the key to successful advertising? 1. digital media 2. creative marketing 3. computer technology 4. proper planning

4. proper planning

Most modern media scheduling programs Blank______. 1. rely on telephone systems to arrange buys of media time 2. still use pencil and paper ledgers to schedule media time 3. are decreasing their reliance on computers due to imminent failure of the overtaxed power grid 4. rely on programmatic advertising or some type of software to select their media buys

4. rely on programmatic advertising or some type of software to select their media buys

The purpose of Blank______ is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time. audience identification media planning market analysis

media planning