Chap 5-PMC - Questions used for Quiz, Mid-term, Final exam PDF

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Questions used for Quiz, Mid-term, Final exam...

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1) Media planning involves developing a plan of action for communicating messages to the right people, at the right time, with the right a. schedule. b. agency. c. market. d. frequency. e. channels. Answer: d Diff: 2 Type: MC Page Reference: 129-130 Skill: Recall 2) The client provides the agency's media personnel with background information, along with direction for developing the media plan in a document called a. a market profile. b. a media brief. c. a media strategy. d. the media plan. e. a creative brief. Answer: b Diff: 3 Type: MC Page Reference: 130 Skill: Recall 3) The section of the media brief which gives the media planner a perspective on what is happening in the market and the rates of growth in the market is the a. product media profile. b. competitors media usage. c. market profile. d. target market profile. e. media objectives.

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Answer: c Diff: 2 Type: MC Page Reference: 130 Skill: Recall 4) The most important ingredient for a media plan is a. a creative plan. b. an understanding of the marketing environment. c. an understanding of the marketing plan. d. an appropriate budget. e. a thorough understanding of the target market. Answer: e Diff: 3 Type: MC Page Reference: 130 Skill: Recall 5) Media objectives outline what a media plan is to accomplish based on all of the following EXCEPT a. why. b. what. c. how. d. where. e. who. Answer: a Diff: 3 Type: MC Page Reference: 132-133 Skill: Recall 6) An evaluation of actual audience deliveries calculated after a specific spot or schedule of advertising has run is called a a. media brief.

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b. post-buy analysis. c. market profile. d. target market analysis. e. pre-buy analysis. Answer: b Diff: 2 Type: MC Page Reference: 131 Skill: Recall 7) The target market for which a shotgun strategy is best suited is more a. specific. b. local. c. regional. d. provincial. e. broad. Answer: e Diff: 2 Type: MC Page Reference: 134-135 Skill: Recall 8) A rifle strategy is a matching strategy used in situations where a. the product is in the mature stage of the product life cycle. b. there is great urgency in the call to action. c. budgets are extremely tight. d. the target market can be precisely defined by some common characteristic. e. the target market is very fragmented. Answer: d Diff: 3 Type: MC Page Reference: 135 Skill: Recall

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9) If product sales as expressed as a percentage of total sales by region are close to population splits by region, the following geographic strategy would be appropriate when devising a media strategy. a. regional coverage b. national coverage c. provincial coverage d. local coverage e. segmented coverage Answer: b Diff: 3 Type: MC Page Reference: 136 Skill: Recall 10) In the case of a profile matching strategy, the customer target market is carefully defined by a. customizing the product. b. demographic, psychographic, and geographic variables. c. working with an agency that has experience in the specified segment. d. advertising in every newspaper. e. analyzing the previous sales history. Answer: b Diff: 3 Type: MC Page Reference: 135 Skill: Recall 11) If EQ3 chose to advertise in Style at Home magazine it would be because the target profile of the magazine matched the profile of EQ3's target market. This type of media strategy is called a(n) a. applied strategy. b. target market strategy. c. shotgun strategy. d. profile-matching strategy.

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e. rifle strategy. Answer: d Diff: 3 Type: MC Page Reference: 135 Skill: Applied 12) Nike Canada advertises its golf shoes in Golf Canada magazine, because it is the most effective way of reaching golfers. In terms of media strategy, this is an example of a a. sling-shot strategy. b. profile-matching strategy. c. target market strategy. d. rifle strategy. e. shotgun strategy. Answer: d Diff: 3 Type: MC Page Reference: 135 Skill: Applied 13) According to the concept of taking into account the nature of the message, the creative strategy and the ____________ strategy should be developed simultaneously to ensure the right message is delivered by the right medium. a. media b. geographic c. shotgun d. rifle e. marketing Answer: a Diff: 3 Type: MC Page Reference: 133 Skill: Applied

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14) If Secret deodorant was trying to determine its percentage of sales by province in Canada, in relation to the percentage of population of that province, Secret would be calculating a a. brand development index. b. market development index c. category development index. d. geographic index. e. country development index. Answer: a Diff: 3 Type: MC Page Reference: 136 Skill: Applied 15) If the sale of Crest whitening toothpaste in Ontario represents 15 percent of total sales and Ontario represents 38 percent of the population, the BDI for whitening toothpaste in Ontario is a. 25.3. b. 253.3. c. 395. d. 39.5. e. 3.95. Answer: d Diff: 3 Type: MC Page Reference: 136 Skill: Applied 16) When Nintendo introduced the Wii in Canada, they spent a lot of money advertising the product in the early stages of the product's introduction, with the hope of hitting the market with a bang. Nintendo plans to reduce the amount spent on advertising after this short period. This is an example of a(n) __________ media schedule. a. pulse b. seasonal

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c. even d. blitz e. build-up Answer: d Diff: 3 Type: MC Page Reference: 139 Skill: Applied 17) Budget-conscious media buyers use a skip schedule that allows them to a. sell products at a seasonal time of year. b. purchase media time and space in a uniform manner. c. purchase media time and space on an alternative basis. d. launch a new product. e. change from one agency to another. Answer: c Diff: 2 Type: MC Page Reference: 137 Skill: Applied 18) Golf clubs have a heavy schedule of advertising in the spring and summer months and virtually no advertising at other times of the year. This is an example of a a. build up schedule. b. rifle schedule. c. seasonal schedule. d. pulse schedule. e. skip schedule. Answer: c Diff: 3 Type: MC Page Reference: 138-139 Skill: Applied

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19) Many new products employ a teaser strategy where advertising is scheduled at low levels initially and increases steadily as time passes. This strategy is called a a. skip schedule. b. pulse schedule. c. build-up schedule. d. blitz schedule. e. seasonal schedule. Answer: c Diff: 3 Type: MC Page Reference: 139 Skill: Applied 20) The total unduplicated audience potentially exposed one or more times to a commercial message during a given time period is referred to as a. reach. b. profile matching. c. gross rating points. d. frequency. e. continuity. Answer: a Diff: 2 Type: MC Page Reference: 139 Skill: Recall 21) Frequency refers to the a. length of an advertising campaign. b. total number of potential customers. c. average number of times an audience is exposed to an advertisement. d. type of TV commercial – 15, 30 or 60 second. e. delivery schedule of a newspaper or magazine.

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Answer: c Diff: 2 Type: MC Page Reference: 139 Skill: Recall 22) When it comes to reach versus frequency, a new product that has a high awareness objective may place greater emphasis on a. frequency. b. impressions. c. flexibility. d. reach. e. GRPs. Answer: d Diff: 3 Type: MC Page Reference: 139 Skill: Applied 23) Media weight is expressed in terms of a. gross rating points. b. reach. c. share of market. d. continuity. e. share of advertising. Answer: a Diff: 5 Type: MC Page Reference: 139 Skill: Recall 24) In advertising, "continuity" is a. purchasing media in blocks. b. the total audience reached by the media plan.

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c. the length of time for a medium to generate the desired impact. d. measured by gross rating points. e. management’s commitment to the campaign. Answer: c Diff: 2 Type: MC Page Reference: 140 Skill: Recall 25) If a media schedule has a weekly reach of 40 percent of targeted households in a particular city and the average number of exposures is 4, the GRP level would be a. 1.6. b. 40. c. 16. d. 160. e. 4. Answer: d Diff: 3 Type: MC Page Reference: 140-141 Skill: Applied

26) CPM is defined as a. cost of advertising per million impressions. b. cost of advertising per thousand consumers. c. creative per media. d. cost per magazine. e. cost of publishing media. Answer: b Diff: 3 Type: MC Page Reference: 141-142

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Skill: Recall 27) When Toyota wants to see its media schedule, it is normally presented in a calendar format referred to as a a. Gantt chart. b. funnel. c. CPM. d. blocking chart. e. blitz schedule. Answer: d Diff: 2 Type: MC Page Reference: 142-143 Skill: Applied 28) The process of fine-tuning the media strategy and translating it into specific action plans is called a. blocking. b. media execution. c. media implementation. d. media scheduling. e. CPM. Answer: b Diff: 2 Type: MC Page Reference: 141 Skill: Recall 29) Which of the following is the biggest threat to the use of television as a preferred medium? a. The number of hours a week a person spends watching TV is decreasing. b. Consumers do not generally perceive television to be the most influential form of advertising. c. TV audiences are very fragmented.

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d. Clutter in television advertising continues. e. The majority of Canadian households use PVR technology to skip commercials. Answer: c Diff: 3 Type: MC Page Reference: 143 Skill: Applied 30) In recent episodes of Being Erica, a CBC television program, two characters became co-owners of a Ford Fiesta. The product was then featured and shown in several episodes. This is an example of a. product placement. b. branded content. c. event marketing. d. sales promotion. e. both A and B are correct Answer: e Diff: 3 Type: MC Page Reference: 146 Skill: Applied 31) Which of the following is NOT an advantage of television advertising? a. targeting through specialty channels b. reach c. clutter d. coverage flexibility e. impact Answer: c Diff: 3 Type: MC Page Reference: 145 Skill: Recall

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32) Which of the following trends with respect to radio listenership is NOT true? a. Teenagers have shifted their allegiance to technologies such as iPods. b. On average, Canadians listen to the radio for 19 hours per week. c. Vehicles are the location where radio is listened to the most. d. Canadians are listening less radio each passing year. e. Radio has little appeal to teenagers. Answer: c Diff: 2 Type: MC Page Reference: 147-148 Skill: Applied 33) Which of the following is NOT an advantage of radio advertising? a. frequency b. cost c. target selectivity d. message retention e. flexibility Answer: d Diff: 3 Type: MC Page Reference: 148 Skill: Applied 34) A radio service that offers commercial free programming for a monthly fee is known as a. satellite radio. b. Internet radio. c. podcasting. d. PVR. e. cable radio. Answer: a

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Diff: 3 Type: MC Page Reference: 147 Skill: Recall 35) In the context of print media (newspapers and magazines), the term circulation refers to all of the following EXCEPT a. the number of copies made available at retail. b. the number of copies carried by other publications. c. the numbers of copies distributed free. d. the number of copies printed. e. the number of copies sold by subscription. Answer: d Diff: 3 Type: MC Page Reference: 149 Skill: Recall 36) One of the biggest advantages of newspaper advertising is a. its longevity. b. its geographic selectivity with local markets. c. its long lead time. d. the lack of competition. e. the expense of an individual newspaper. Answer: b Diff: 2 Type: MC Page Reference: 149 Skill: Applied 37) Industry research indicates that _______ percent of Canada's adult population reads a daily newspaper on any given day. a. 68. b. 16

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c. 24. d. 5. e. 50. Answer: e Diff: 3 Type: MC Page Reference: 149 Skill: Recall 38) The key difference between tabloids and broadsheets is a. size. b. cost. c. number of sections. d. amount of advertising. e. content. Answer: a Diff: 3 Type: MC Page Reference: 149 Skill: Recall 39) Pre-printed inserts are also referred to as a. broadsheets. b. flexform advertising. c. classified advertising. d. free-standing inserts. e. tabloids. Answer: d Diff: 3 Type: MC Page Reference: 150 Skill: Recall

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40) Which of the following is NOT a type of newspaper advertising? a. classified advertising b. national advertising c. retail advertising d. preprinted inserts e. all of the above are types of newspaper advertising Answer: e Diff: 2 Type: MC Page Reference: 149-151 Skill: Recall 41) Which of the following is NOT an advantage of newspaper advertising? a. media environment b. reach c. life span d. targeting capability e. merchandising opportunities Answer: c Diff: 3 Type: MC Page Reference: 151 Skill: Applied 42) Paid circulation refers to a. subscription sales only. b. newsstand sales only. c. free distribution. d. subscription and newsstand sales. e. trade subscriptions. Answer: d Diff: 2 Type: MC Copyright © 2018 Pearson Canada Inc.

Page Reference: 152 Skill: Recall 43) Cineplex magazine is an example of a controlled circulation magazine because it a. is restricted by law. b. is an insert inside a newspaper. c. appeals to all market segments. d. is distributed free to a specific audience. e. is also classified as junk mail. Answer: d Diff: 3 Type: MC Page Reference: 152 Skill: Applied 44) Which of the following is not an example of out-of-home advertising? a. murals b. mall posters c. billboards d. free-standing inserts e. superboards Answer: d Diff: 2 Type: MC Page Reference: 153-157 Skill: Recall 45) Which of the following is NOT and advantage of magazine advertising? a. quality b. pass-along readership c. targeting flexibility d. frequency e. life span

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Answer: d Diff: 3 Type: MC Page Reference: 153 Skill: Applied 46) Due to the high expense and the one-of-a-kind nature of a superboard, it requires the following from advertisers. a. short showings b. a narrowly defined target audience c. a long term commitment d. payment up front e. vertical material Answer: c Diff: 2 Type: MC Page Reference: 154 Skill: Applied 47) Roots Canada took over a subway station, dominating all advertising space in that station for 3 days. This is an example of a. station recovery. b. station domination. c. superbus advertising. d. king posters. e. a shotgun strategy. Answer: b Diff: 3 Type: MC Page Reference: 157 Skill: Applied 48) Which of the following is NOT a disadvantage of Out-of-Home advertising? a. not suitable for reaching precisely defined targets

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b. image c. cost d. creative limitations e. reach and frequency Answer: e Diff: 3 Type: MC Page Reference: 158 Skill: Applied 49) Which of the following is NOT an advantage of Out-of-Home advertising? a. reach and frequency b. good complementary medium to reinforce a message c. coverage flexibility d. awareness e. image Answer: e Diff: 3 Type: MC Page Reference: 158 Skill: Applied 50) Which of the following is NOT an advantage of transit advertising? a. continuous exposure b. targeting is easy c. frequency d. reach e. coverage flexibility Answer: b Diff: 3 Type: MC Page Reference: 157 Skill: Applied

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