Correct : B. A billboard on a highway or expressway
2. Which is not the advantage of outdoor medium
Correct : C. The outdoor offers no impact.
3. Which is not the limitation of outdoor medium
Correct : D. Outdoor advertising allows for a psychedelic display of the product, trademark and slogan.
4. Transit advertising is advertising
Correct : A. placed in or on modes of public transportation or in public transportation areas
5. A DSP is
Correct : B. Demand side platform
6. Ad networks work
Correct : C. directly with publishers to sell ad impressions that a publisher has not directly sold
7. Ad Exchange
Correct : D. A technology platform where publishers and ad networks sell their impressions to advertisers programmatically
8. When national advertisers buy airtime from local or regional television stations, it Is called as
Correct : C. Spot buys
9. What among the following is considered to be the key for television buying?
Correct : A. Negotiation
10. Good negotiating outcomes are a result of good ___________________
Correct : B. relationship
11. Seasonal Pulse
Correct : A. Seasonal Products like cold creams, follow this scheduling.
12. Erratic Pulse
Correct : D. No regular pattern is followed in such scheduling.
13. Average frequency
Correct : B. Gives the average number of times people or households in our target audience are exposed to a media vehicle.
14. Gross Impressions
Correct : C. the total number of potential exposures
15. Audience size
Correct : A. simply the number of people in the medium's audience
16. Product protection
Correct : D. Every advertiser wants to keep the advertising of competitive products as far away from its commercials as possible.
17. If AEC is 30000, CPRP is 900, calculate % of target audience
Correct : D. 33.33
18. If Budget is 350000 and GRP 200 calculate CPRP
Correct : C. 1750
19. If CPRP is 1250 and GRP is 200, calculate Budget
Correct : B. 250000
20. If the rate per square cm of TOI is Rs 4800, what will be the cost of one Insertion of Half page? (Quarter page = 400 cm)
Correct : A. Rs 3840000
21. If India Today full page cost is Rs 730000 but will be the cost of three insertions of full page
Correct : A. Rs 2190000
22. If the reach 90 and frequency is 12, what is the GRP?
Correct : D. 1080
23. What is the value of CPM, if the cost of advertisement is 99000 and readership is 4, 50,000?
Correct : B. 220
24. What will be the average frequency if the OTS is 4,55,000 and Net readership is 1,250,00
Correct : C. 3.64
25. If Budget is 650000 and GRP is 450 what is CPRP
Correct : A. 1444.44
26. If readership is 10000 and Duplication is 1000 what is the net readership
Correct : B. 9000
27. Once a media campaign is completed
Correct : A. the planner compares the plan’s expectations and forecasts
28. A good media brief should ideally include
Correct : B. Objective or objectives the proposed advertising is trying to accomplish.
29. Media auditing
Correct : A. It is the practice of checking that the media that a client has bought is in the right places, at competitive prices
30. NCCS is used to:
Correct : D. classify households in India
31. Media planning process for determining the most ______ of media for achieving a set of media objectives
Correct : C. cost-effective mix
32. Media planning helps achieveing _____ as well.
Correct : A. advertising objectives
33. ______ is the the document or flow chart which details the tactics used to accomplish your media objectives.
Correct : D. Media plan
34. _______ is an integral part of the media plan.
Correct : D. media mix
35. Media mix has to reach _____.
Correct : B. target consumer
36. Audience informaton like age, occupation, marital status consist of _______.
Correct : D. demographic
37. Audience informaton like interests, preferences, personality traits consist of _______.
Correct : C. psychographic
38. Media planners also perform the actual media _____.
Correct : A. buy
39. If media planners want to market products _______, they will select all-India newspapers and magazines.
Correct : D. nationally
40. They have to see how strong a product is in a particular geographical region and
Correct : A. advertise more in high potential areas
41. media decision about the timing, continuity & size of the ads are _____ decisions.
Correct : D. schedulling
42. Scheduling decision include ____ of the ad.
Correct : A. timing
43. There should be an attempt in the media objectives to balance the reach and
Correct : A. frequancy
44. To face heavy competitive campaign, we should have
Correct : C. greater frequency
45. ensure the repetition of the message. It is not so important to have a wider reach. While advertising an innovation, a _______ is preferred
Correct : C. greater reach
46. The ability of the media to adapt to changing and specific needs of advertisers is
Correct : B. flexibility
47. Media planning is the process of designing a course of action that shows how advertising _______ will be used to contribute to the achievement of the marketing and advertising objectives.
Correct : A. space and time
48. _____ is the first step of the media planning process.
Correct : C. market analysis
49. _____ is the second step of the media planning process.
Correct : A. setting objective
50. _____ is the third step of the media planning process.
Correct : B. Media strategies
51. _____ is the fourth step of the media planning process.
Correct : C. media mix
52. _____ is the fifth step of the media planning process.
Correct : B. budget and media buying
53. _____ is the last step of the media planning process.
Correct : D. evaluation
54. The goal of a ______ is to determine the attractiveness of a market and to understand its evolving opportunities and threats as they relate to the strengths and weaknesses of the firm
Correct : B. market analysis
55. ______indicates a percentage of target audience who is exposed at least once in a given period to a particular media vehicle. It does not matter how many times they actually see or hear the ad message.
Correct : A. reach
56. _____indicates the number of times people in the target audience are exposed to a media vehicle during a given period of time.
Correct : D. frequency
57. When the ad size is small, we need more______
Correct : D. frequency
58. when the same ad message is repeated due to higher frequency is causes ____
Correct : C. ad fatigue
59. The sum of the reach number of specific media vehicles in a given media plan gives the _______
Correct : C. message weight
60. The possible exposure of the advertising message to one audience member is called an ________ (OTS)
Correct : D. opportunity to see
61. ______are a summation of exposures of the target audience to media vehicles in a media plan.
Correct : B. gross impressions
62. _____exposure is counted as one impression.
Correct : C. each
63. _____ isthe total weight of a specific media schedule, computed by multiplying the reach, expressed as a percentage of the population, by the average frequency.
Correct : C. GRP
64. To determine _____, a market’s brand sales percentage is divided by the total population percentage of that market multiplied by 100.
Correct : D. BDI
65. The ______ measures the sales strength of a brand in a particular area.
Correct : D. Brand development index
66. When an ad is run in the media for a long period without any gap, we are using ______ scheduling.
Correct : A. continuity
67. _______ scheduling is where advertising runs for some period and then there is a gap , and again it runs for some period.
Correct : A. flighting
68. ______ scheduling represents a consistent low-level advertising activity , and addition of pulse to make a high-level of advertising during certain periods
Correct : B. pulsing
69. ______ is a technique for scheduling TV ads. where the commercial is repeated on the same channel time and again to reinforce the message for a short period .
Correct : C. bursting
70. _____ is determined by the content that is surrounded by the ad.
Correct : B. editorial environment
71. ____ of a medium is determined by how stimulated the reader are torespond.
Correct : C. motivational value
72. _____ isdegree to which a particular brand is associated with the general product category .
Correct : A. share of mind
73. _____ are small ads charged in terms of number of words, and putting the message in several categories or classes such as employment, real estate, matrimonial, automobiles
Correct : B. classified
74. _____ order gives specific date(s) on which the ad is to be published, the rate at which it is to be published, and production details preparatory to the publishing of the ad.
Correct : D. insertion
75. ______ is a brand's or group of brands' advertising weight expressed as a percentage of a defined total market or market segment in a given time period. The weight is usually defined in terms of expenditure, ratings, pages, poster sites etc.
Correct : A. share of voice
76. Once the ad is run, a _____ which is an actual page torn from the newspaper in which the ad was run is sent to the advertiser.
Correct : C. tear-sheet
77. ____ in newspapers & print media in general is much more than the circulation
Correct : D. readership
78. ina ______ Two different versions of the same advertisement are printed in the same press run of an issue of a particular publication, so that some of the copies contain one version of the ad and the others contain the other version.
Correct : B. split run facility
79. ROP stands for ______ in print media.
Correct : A. run of press
80. The ad material in magazines need to be submitted much in advance because a magazine requires elaborate production plan, this is called as ______ time
Correct : A. lead
81. _____________ exist primarily to deliver message content- entertainment, information and advertisements to a vast audience.
Correct : A. Media
82. ____________ is the process of identifying and selecting media outlets- mianly newspapers, magazines, websites, TV and radio.
Correct : B. Media Planning
83. ________ determines how many Targets Company can approach and number of campaigns that it can undertake.
Correct : C. Budget
84. ____________ indicates the maximum sales from all buyers of the product.
Correct : D. Sales Potential
85. The advertiser must select the _______ who the media plans to influence.
Correct : C. Target Audience
86. A _______ is the combination of communication channels your business can use to meet its marketing objectives; typically, these include newspapers, radio, television, billboards, the Internet and social media.
Correct : B. Media Mix
87. ___________ decisions are the decisions about timing, continuity and size of ads.
Correct : A. Scheduling
88. __________ Big Billion Day being advertised on all mediums to spread awareness about the grand sale.
Correct : A. Flipkart
89. _____ outlines what the media plan is expected to accomplish.
Correct : B. Media Objectives
90. __________ indicates a percentage of target audience who is exposed atleast once in a given period to a particular media vehicle.
Correct : A. Reach
91. _____________ refers to the number of times the receiver is exposed to the media vehicle.
Correct : B. Frequency
92. ________ gives the average number of times people or households in our target audience are exposed to a media vehicle.
Correct : C. Average Frequency
93. __________ refers to the duration of an advertising message or campaign over a given period of time.
Correct : D. Continuity
94. Media ________ decisions are the decisions about the timing, continuity and size of the ads.
Correct : B. Scheduling
95. _________ is the method used for placing media throughout the year with equal weight in each month.
Correct : C. Continuity
96. _______ is a method where advertising runs for some period and then there is a gap, and again it runs for some period.
Correct : A. Flighting
97. _______ is a combination of Flighting and Continuous Scheduling that provides a floor of media support throughout the year with periodic increases.
Correct : D. Pulsing
98. _______ is the person at the adverising agency who develops and executes your media plan.
Correct : B. Media Planner
99. _____ is the one who leads the editorial team assign stories and represents the editorial team in important matters.
Correct : A. Editor in Chief
100. _________ is the professional who is required to develop the conceptual designs to meet up the requirements of the client in order to advance the company's brand.