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Final Exam
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Questions in this quiz (50)
1How are newspapers primarily selected for media buying purposes?
- ABy print quality
- BAccording to editorial content
- CAccording geographic coverage
- DBy zip code availability
2A convenient statistical term used to assess the percentage to which a media vehicle delivers a target audience. It is usually expressed as a percentage.
- ACoverage
- BComposition
3The percentage of a particular vehicle's audience that falls within a certain demographic or consumer behavior pattern (the advertiser's target).
- ACoverage
- BComposition
4We are looking to use a certain magazine to target female homemakers in households that are heavy frozen pizza users. The ___________ is the percentage of heavy frozen pizza who read that certain magazine.
- AComposition
- BCoverage
5Considering the same scenario from question 4, ______________ is the percentage of that magazine's readers (subscribers) that are heavy frozen pizza users.
- AComposition
- BCoverage
6When we talk about coverage for TV or radio, what does it really equate to?
- AThe percentage of listeners to a program in relation to the population of the target audience.
- BThe percentage of listeners who use our particular category of the product
- CThe number of people who live within the signal area of the station based on a contour map
- DThe percentage of programs played that appeal to our target audience
7Secondary audiences (pass along readership) should never be a consideration when choosing specific publications because they represent non-subscribers who just happened to read the publication
- ATrue
- BFalse
8According to our class discussion, readership of the average advertisement in a magazine declines as the number of ads in the vehicle increases
- ATrue
- BFalse
9Margaret the media buyer must decide between two very good magazines for her client, Sally's Salad Dressings. She decides to count the number of food articles, recipes and food pictures in each magazine to help her with her decision. What is Margaret examining?
- ASpecial opportunities
- BMedia imperatives
- CEditorial environment
- Dadvertising clutter
- Ecopy and product restrictions
10If a magazine under consideration for your media plan shows a trend of an increasing circulation over the past five years, that magazine would be considered more valuable than others without that trend.
- ATrue
- BFalse
11Number of reading days, amount of time spend reading, and page openings are all examples of what kind of media values?
- AQuantitative
- BQualitative
12It it generally conceded that the best place for an ad to be located in a magazine is:
- AThe third cover
- Bwithin the first 20 pages
- Cany inside position
- Dsecond cover and page one positions
- Ethe fourth cover
13Where is the next best position for an ad in a magazine, according to what you learned in class?
- Athe third cover
- Bthe second cover and page one position
- Cany inside position
- Dwithin the first 20 pages
- Ethe fourth cover
14If you weren't able to place your advertising in the first or second best place in a magazine, what should your third choice be?
- ASomewhere between pages 3 and 20
- BOn the 3rd cover
- CAnywhere inside the magazine
15Based on research, when considering page positions in magazines, which side of the page would you recommend your client's ad appear on?
- ALeft-hand page
- BRight-hand page
- CEither. Both are equal in effectiveness
16When considering the position of an ad in the newspaper, which of the following statements is true?
- AAds above the fold get significantly better results
- BThe last page of a section is the best for advertising
- CThere is no significant difference in effectiveness between right-hand and left-hand pages
- DEditorial environment has no effect on the readership
- EAll of the above are true
17From a viewership perspective, when is attention to TV programs the poorest?
- ADaytime
- BEarly Morning
- CAfternoon
- DPrime time
- ELate fringe
18The recall for a 30-second TV commercial is the same as the recall for a 60-second TV commercial
- ATrue
- BFalse
19The big event for learning about and buying network TV for the next fall season is called what?
- AThe Big Event
- BThe New Fronts
- CTV Week
- DThe Upfronts
20The click-through rate for banner advertising on the Internet is typically less than 1 percent of the people exposed
- ATrue
- BFalse
21Angela has agreed to buy 100,00 impressions at $30 CPM for a total of $3,000. When all 100,000 impressions have been delivered and verified, the campaign is over. Which medium is Angela most likely buying?
- ATelevision
- BRadio
- CInternet
- DOutdoor
- ENewspaper
22___________ is fixed amount of television time available for sale
- AStock
- BInventory
- CPerishables
- DSummary
- EMarketplace
23Which one of the following media bases its pricing on the principle of supply and demand? In other words, the price changes based on the amount of commercial time that stills remains
- AOutdoor
- BMagazines
- CInternet
- DRadio
- ENewspaper
24When we talk about "early fringe" we are referring to:
- Aa demographic description
- Ba television daypart
- Ca radio daypart
- Da target audience
- Ea target market
25You decide to buy primetime daypart for spot (local) TV. Based on East Coast and West Coast times, what time of the day would your spots fall into?
- A4pm - 6pm
- B6pm - 7:30pm
- C7:30pm - 8pm
- D8pm - 11pm
- E11pm - 11:30pm
26Drive time is a term used to describe the morning and afternoon time periods for which medium?
- ARadio
- BTV
- COutdoor
- DTransit
- EInternet
27Most cable TV networks broadcast to reach a certain target group, i.e. Arts & Entertainment (A&E) targets upscale, educated individuals, Lifetime targets women, ESPN targets men and Nickelodeon attracts kid. This type of selectivity is called what?
- Anarrowcasting
- Bdemotargeting
- Ctelecasting
- Dsyndication
- Eaudience weighting
28If you were to buy one commercial on every cable station available, you could achieve 100% reach of the total US population
- ATrue
- BFalse
29The Experimental Method is the method most often used by companies to determine their advertising budgets
- ATrue
- BFalse
30In the ________ method of determining an annual advertising budget, the money allocated is directly based on the sales achievement of the brand (total dollars).
- Acompetitive spending
- Bobjective and task
- Cexpenditure per unit
- Dpercent of sales
- Epayout planning
31A/an ______________ is a budget used in new-product introductions requiring more money than usual to launch a brand. This also involves using the brand's profit for more advertising for a limited time.
- Apayout plan
- Bgeographic allocation
- Cexperimental method
- Dby-the-unit plan
32An experiment is a simple piece of research in which one measures a variable introduced into the market to see what effect it has
- ATrue
- BFalse
33Generally speaking, advertisers use ____________ almost exclusively for guidance and support.
- AExperiments
- BTests
34Test marketing is used strictly for the purpose of examining the viability and potential profitability of new products only
- ATrue
- BFalse
35According to our discussion, test marketing should use at least two test markets and and a control market.
- ATrue
- BFalse
36If a test truly measures what it is supposed to measure, it is considered to be ________.
- Areliable
- Bvalid
37__________ is a process of simulating the effects of expensive national media plan in relatively inexpensive local test markets.
- AThe "Surf's Up" Philosophy
- BMedia projection
- CMedia translation
- DMarket representation
38How many television stations should a proposed test market have?
- AAt least one
- BAt least two
- CAt least three
- DAt least four
- EAt least five
39A test market for radio should have one dominant station in the market
- ATrue
- BFalse
40A proposed test market should have one dominant newspaper with a daily and a Sunday edition.
- ATrue
- BFalse
41When deciding on a test market for your media schedule, you want to make sure that the proposed market has a large amount of media spill in and spill out media. The more you have, the better it is.
- ATrue
- BFalse
42When doing a national media buy and then adding a spot market "heavy up" schedule, it is important in the spot markets that the GRP monthly goals are _____ the national goals in order to create added weight in those markets.
- Ahigher than
- Blower than
- Cthe same as
43Every media plan is built around a brand's most important _______
- Atarget audience
- Btarget market
- Cmarketing problem
- Dgeographic locations
- Eeducational effort
44Please read the following: Our company's goal is to acquire a 20 percent share of the market after the first year of national distribution. This is an example of a (an):
- ASelling opportunity
- Badvertising objective
- Cmarketing objective
- Dspending strategy
- Ecopy platform
45Which of the following is not one of the essential elements that should be included in a media plan?
- AMedia objectives
- BJustification for the creative concept that will be used
- CTarget audience analysis and recommendations
- DMedia habits of the target audience
- EFlowchart, budget and expected reach and frequency
46Media ______ should state the average frequency goal and the percent of the target demographic that will be reached
- Aobjectives
- Bstrategies
- Ctactics
47The plans that you establish to meet the objectives and goals are called ____. The implementation or execution of those plans would be known as the ____________.
- Astrategies/tactics
- Btactics/strategies
48In your media selection rationale, you should limit the discussion of media to only those that were actually chosen. Anything more than this will only confuse the potential client.
- ATrue
- BFalse
49Which of the following is NOT a function of a media plan flowchart?
- Ato show the media being used
- Bto show the schedule for the ads
- Cto give the rationale for why the proposed media was purchased
- Dto show the reach and frequency of the plan
- Eto show the ad sizes
50According to the information in MFP Exercise 18, the CTR (click-through-rate) is the most commonly accepted metric to determine the effectiveness of a website at driving brand awareness.
- ATrue
- BFalse
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- Description
- Quiz on Final Exam, created by Fiorella Guillen on 06/04/2016.
- Author
- Fiorella Guillen
- Language
- English
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