1. Customers'______________ have become the order of the day.
Correct : A. endorsement
2. Most of the mobile advertising solution providers typically brought in their technology with
direct relationship with agencies or__________.
Correct : B. advertisers
3. ______________ are filled with videos, podcasts, Really simple syndication (RSS) feeds for
targeted news and information, downloadable images, and presentations.
Correct : D. Interactive newsrooms.
4. ______________refers to the presentation of an advertising message to a prospective or existing client.
Correct : A. Pitch
5. Type of client that may not be a very friendly or creative client to have but is an MNC and needs to be
on the portfolio is known as _____________.
Correct : C. prestige value
6. ______________is now a significant part of every global corporations marketing arsenal.
Correct : D. e - marketing
7. ______________ customers can themselves become publishers, choosing to share what they have
received with their social networks.
Correct : B. Instant sharing
8. ______________ have different expectations and different relationships with companies from
which they purchase products and services.
Correct : C. Cyber Consumers
9. RFID stands for
Correct : D. Radio - frequency identification
10. ______________ are purchases of TV time in certain markets by regional or national companies.
Correct : B. Spot buys
11. ______________ is a scheduling strategy in which planned messages run in intermittent periods.
Correct : D. Flighting
12. ______________ is placing media throughout the year with equal weight in each month.
Correct : C. Continuous scheduling
13. Pulsing is a scheduling strategy that provides a floor of media support throughout the year
and periodic______________.
Correct : A. increases
14. A products purchase cycle may also influence media ______________.
Correct : B. scheduling
15. The more media vehicles used with lots of different programs with more messages leaves the
consumes in a ______________.
Correct : D. clutter
16. Media scheduling and the development of creative materials must be integrated so that a company
does not miss opportunities for reaching the right ______________ , at the right time, in dynamic ways.
Correct : C. audience
17. We know that media is reaching more people but there are smaller audience in each channel
because there are so many___________.
Correct : B. fragmentation
18. Distribution of message materials from agency to contracted media is called ______________.
Correct : C. media traffic
19. Advertising to todays consumers, we need to look beyond the ______________ media of print,
radio, and television.
Correct : A. traditional
20. The cost of an advertisement or a schedule of ads is often based on ______________.
Correct : D. CPM
21. Complete the following definition of advertising media. The advertising media is a marketing
communications umbrella concept that covers _________________ to the prospective consumer.
Correct : B. Advertising messages
22. Strategic media planning is a complex challenge because advertises must use their knowledge of
Correct : D. All of the above
23. Addressable media are used
Correct : C. To deliver customized marketing messages to identifiable prospects
24. Media strategy is making media decisions based on
Correct : A. Understanding customers wants and needs
25. Magazine performance has remained stable in recent years due to
Correct : D. Their ability to address segmented audiences
26. One of the following is not strength of magazines
Correct : D. Deadline flexibility
27. Radio is often referred to as
Correct : C. The Theatre of the Mind
28. In general, newspapers offer _________ as a media choice.
Correct : A. Low Selectivity
29. Newspapers offer _________ as a media choice
Correct : B. Low Impact
30. Interactive media can be best described as
Correct : D. Media that allow two-way messages between company and consumer
31. Extensive local penetration and coverage is indicative of
Correct : B. Newspapers
32. Which of the following is not strength of the television medium?
Correct : B. High Initial Production Cost
33. Place-based media occur in which venues?
Correct : B. Spectaculars
34. One weakness in using out-of-home media is
Correct : B. Difficult to Measure and Control
35. Which medium is often referred to as junk mail?
Correct : A. Direct Mail
36. RADIO supports media planning as a part of ___________
Correct : A. Integrated media solution
37. Name the strengths in using radio in a media plan
Correct : D. All of the above
38. Name the major types of advertising found in newspapers
Correct : B. Display
39. Print advertising is sometimes also called
Correct : B. Press Advertising
40. A type of publication whereby the content is primarily focused on one particular type of Business
or Industry is called as
Correct : C. Trade Publication
41. Trade publication is otherwise called as ___________
Correct : B. Horizontal Publication
42. Clutter is defined as_________
Correct : D. An overabundance of messages
43. Media planning has a much greater role today in the advertising industry than it did 15 years ago.
Correct : D. Correct statement
44. Media planning is carried out through
Correct : C. Both of the above
45. The media planners task is challenging because it must typically
Correct : B. Have knowledge of traditional as well as emerging and converging forms of media
46. Identify one reason media choices have become more difficult in recent years
Correct : B. Segmentation
47. The estimated number of people an advertisement reaches is called
Correct : A. Impressions
48. Which is not a method of costing media?
Correct : D. CPR
49. The print medium continues to rely heavily on CPM to determine scheduling. What is CPM?
Correct : C. The relative average cost to reach one thousand people
50. Which of the following is not a valid statement?
Correct : C. Media planning is less important than creative
51. One significant change in the paid-for media environment is
Correct : A. The presence of social media sites
52. Media selections and scheduling decisions associated with delivering advertising constitute a
Correct : A. Media Plan
53. Media strategy and media tactics are
Correct : A. Same
54. Which of the following would not be involved in setting media objectives?
Correct : D. Low involvement purchase decisions
55. Demographics in media planning deal with
Correct : A. The study of populations
56. Psychographic profiles would include
Correct : B. The lifestyle habits, attitudes and values of the consumer
57. The flighting media schedule is
Correct : B. An intermittent pattern of high activity and low activity
58. Reach is defined as?
Correct : D. The total number of unduplicated exposures
59. Frequency is defined as?
Correct : D. The number of times a reader is exposed to a message
60. Gross impressions means
Correct : B. All possible exposures to a given medium at a given time
61. A graphical representation of the media schedule information is called a
Correct : C. A Media Flowchart
62. The _________________ process commences at corporate level. Here the organization sets out its
overall mission, purpose, and values.
Correct : B. Strategic Planning
63. A statement about what an organization wants to become, which sets out an organization's future,
is referred to as:
Correct : D. Vision
64. A statement that sets out what the organization wishes to achieve in the long term is referred to as:
Correct : A. Mission
65. Organizational values are important because they:
Correct : C. Help guide behavior and the recruitment and selection decisions
66. Large organizations create ______________, which assume the role of a separate company and create their own strategies and plans in order to achieve their corporate goals and contribution to the overall organization.
Correct : B. Strategic Business Units
67. The Strategic Marketing Planning process consists of a series of logical steps and these steps can be aggregated into four phases. Which of the following is not included in the phases of the strategic marketing planning?
Correct : A. Defining marketing strategy
68. Which of the following firms has often followed a market challenger (second-mover) strategy?
Correct : C. Sainsbury s
69. SWOT is an acronym for:
Correct : B. Strengths, weakness, opportunities, threats
70. In SWOT analysis, situations where organizations are able to convert weaknesses into strengths
and threats into opportunities, these are called:
Correct : C. Conversion strategies
71. This is something that at some time in the future may destabilize and/or reduce the
potential performance of the organization:
Correct : A. Threat
72. ________________ is the process that helps managers understand the nature of the industry, the way
firms behave competitively within the industry, and how competition is generally undertaken.
Correct : C. Strategic market analysis
73. These objectives are often employed in mature markets as firms/products enter a decline phase. The
goal is to maximize short-term profits and stimulate a positive cash flow:
Correct : A. Harvest Objectives
74. Which of the following is not the conditions necessary for the achievement of sustainable competitive advantage (SCA)?
Correct : A. The perceived difference results from cheaper price
75. These objectives are often the most suitable when firms operate in a market dominated by a major competitor and where their financial resources are limited:
Correct : A. Niche Objectives
76. This type of growth refers to concentrating activities on markets and/or products that are familiar:
Correct : D. Intensive
77. An organization can offer standard products at acceptable levels of quality, yet still generate
above-average profit margin by adopting _____________
Correct : C. Cost leadership
78. ___________ are about organizations seeking gaps in broad market segments or finding gaps
in competitors' product ranges.
Correct : D. Focus Strategies
79. Attack the market and defend the position are the prime strategies pursued by a firm with
___________ positioning.
Correct : B. Market Leader
80. Diversification is best described as which of the following?
Correct : C. New products for new markets
81. Key performance indicators, which companies set and measure their progress towards in order to determine whether or not they have improved or maintained their performance over a given period of time, are referred to as:
Correct : D. Marketing Metrics
82. In terms of the increasing complexity in media buying and selling, _____ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.
Correct : D. Value added packages
83. Companies employ the elements of the _____ (product concept, target audience, advertising message, and communications media) to devise strategies to achieve advertising objectives.
Correct : B. Creative mix
84. In terms of the scope of media-planning activities, which of the following is the purpose of
the situation analysis?
Correct : A. To determine what to communicate through ads
85. In terms of message-distribution objectives, which of the following is a definition of reach?
Correct : C. It refers to the total number of unique people exposed to a medium during a given period of time.
86. _____ measures the intensity of a media schedule, based on repeated exposures to the medium or the
program.
Correct : A. Frequency
87. In terms of media planning, which of the following refers to effective reach?
Correct : D. A measure of the number or percentage of the audience who receive enough exposures to truly receive the message
88. The advertising response curve indicates that:
Correct : A. Incremental response to advertising diminishes with repeated exposures.
89. Which of the following refers to spillover media?
Correct : D. It refers to local media that many consumers in a neighboring country inadvertently receive.
90. Which of the following is an advantage of using direct mail as a media vehicle?
Correct : D. Highly Personal
91. _____ refers to a method for scheduling media in which the airwaves (both cable and network
TV channels) are flooded to make it virtually impossible to miss the ads.
Correct : A. Blinking
92. The merits of newspaper as a medium of advertising are:
Correct : D. All of the above
93. The demerits of magazine advertising are
Correct : C. Inflexibility
94. The merits of radio advertising are
Correct : A. Human touch
95. Media scheduling is a very next managerial task, once the _______ is developed
Correct : C. Media mix
96. Media literacy means the ability to
Correct : C. Understand and use media
97. Good media criticism should always
Correct : B. Offer analysis based on reason
98. In media studies "converging" refers to the coming together of
Correct : C. Computer, telephone, and mass media technologies
99. Economies of scale save a company money because they enable the company to
Correct : B. Make many copies of a product
100. In terms of media/government relationships in the world today, the media in most countries are
Correct : D. Mixed in terms of government and private ownership and control