1. Chapter Eleven Media Planning and Buying

2. Prentice Hall, © 200911-2 Early in the 21 st century: a) Agencies and media-buying shops are being challenged as never before b) Online and alternative media are changing views of traditional media c) Convergence is changing the basic forms of all media d) All of the above

3. Prentice Hall, © 200911-3 Early in the 21 st century: a) Agencies and media-buying shops are being challenged as never before b) Online and alternative media are changing views of traditional media c) Convergence is changing the basic forms of all media d) All of the above

4. Prentice Hall, © 200911-4 Regarding the media planning function, which of the following is not true? a) Media buying companies have moved into the planning stage b) Some major agencies have spun it off into other companies c) Many media buying shops specialize in new media d) Advertising agencies are still in control of the overall business

5. Prentice Hall, © 200911-5 Regarding the media planning function, which of the following is not true? a) Media buying companies have moved into the planning stage b) Some major agencies have spun it off into other companies c) Many media buying shops specialize in new media d) Advertising agencies are still in control of the overall business

6. Prentice Hall, © 200911-6 The media plan can be defined as: a) A communication document that permits two-way communication b) The ideal point of the advertising message c) A written document that summarizes the objectives and strategies pertinent to the placement of the company’s advertising messages d) Instant messaging among friends

7. Prentice Hall, © 200911-7 The media plan can be defined as: a) A communication document that permits two-way communication b) The ideal point of the advertising message c) A written document that summarizes the objectives and strategies pertinent to the placement of the company’s advertising messages d) Instant messaging among friends

8. Prentice Hall, © 200911-8 The media plan must find the most effective way to deliver messages at every key contact point. a) True b) False

9. Prentice Hall, © 200911-9 The media plan must find the most effective way to deliver messages at every key contact point. a) True b) False

10. Prentice Hall, © 200911-10 Does the aperture concept relate to the placement of the company’s advertising messages? a) Yes b) No

11. Prentice Hall, © 200911-11 Does the aperture concept relate to the placement of the company’s advertising messages? a) Yes b) No

12. Prentice Hall, © 200911-12 In a media plan, the reach objective refers to: a) How many times the company’s advertising message repeats itself during a show b) How many different members of a target audience can be exposed to the message in a particular time frame c) How many times frequency is added to reach until the ultimate level of response d) The process of measuring the target audience against the cost of that audience

13. Prentice Hall, © 200911-13 In a media plan, the reach objective refers to: a) How many times the company’s advertising message repeats itself during a show b) How many different members of a target audience can be exposed to the message in a particular time frame c) How many times frequency is added to reach until the ultimate level of response d) The process of measuring the target audience against the cost of that audience

14. Prentice Hall, © 200911-14 In a media plan, the frequency objective refers to: a) How many times the company’s advertising message repeats itself during a show b) The rate of exposure needed to reach the audience and make an impression on the number of people exposed to the advertising message c) How many times impressions are added to reach until the ultimate level of response d) The process of measuring the geographic impressions against the cost of that audience

15. Prentice Hall, © 200911-15 In a media plan, the frequency objective refers to: a) How many times the company’s advertising message repeats itself during a show b) The rate of exposure needed to reach the audience and make an impression on the number of people exposed to the advertising message c) How many times impressions are added to reach until the ultimate level of response d) The process of measuring the geographic impressions against the cost of that audience

16. Prentice Hall, © 200911-16 Reach and frequency are interrelated—as reach increases, so does frequency. a) True b) False

17. Prentice Hall, © 200911-17 Reach and frequency are interrelated—as reach increases, so does frequency. a) True b) False

18. Prentice Hall, © 200911-18 In a media strategy, is it possible to work toward a balance between reach and frequency? a) Yes b) No

19. Prentice Hall, © 200911-19 In a media strategy, is it possible to work toward a balance between reach and frequency? a) Yes b) No

20. Prentice Hall, © 200911-20 The three major media scheduling strategies involve: a) Timing, duration of exposure, and continuity of exposure b) Timing, target audience, and continuity of exposure c) Target audience, continuity of exposure, and brand audience d) Duration of exposure, timing, and competitive audience

21. Prentice Hall, © 200911-21 The three major media scheduling strategies involve: a) Timing, duration of exposure, and continuity of exposure b) Timing, target audience, and continuity of exposure c) Target audience, continuity of exposure, and brand audience d) Duration of exposure, timing, and competitive audience

22. Prentice Hall, © 200911-22 CPM refers to the process of measuring the target audience against the cost of that audience. a) True b) False

23. Prentice Hall, © 200911-23 CPM refers to the process of measuring the target audience against the cost of that audience. a) True b) False

24. Prentice Hall, © 200911-24 If you are concerned about message delivery systems, are you likely to be planning an IMC campaign? a) Yes b) No

25. Prentice Hall, © 200911-25 If you are concerned about message delivery systems, are you likely to be planning an IMC campaign? a) Yes b) No

26. Prentice Hall, © 200911-26 A well-conceived media plan should include all of the following except: a) A SWOT analysis b) Media objectives c) Consumer insights d) Key media strategies

27. Prentice Hall, © 200911-27 A well-conceived media plan should include all of the following except: a) A SWOT analysis b) Media objectives c) Consumer insights d) Key media strategies

28. Prentice Hall, © 200911-28 Thanks to advanced computer technology, media buying has become a simple process. a) True b) False

29. Prentice Hall, © 200911-29 Thanks to advanced computer technology, media buying has become a simple process. a) True b) False

30. Prentice Hall, © 200911-30 Unbundling media services happens when: a) All media stakeholders are dealt with through separate contracts b) An agency transforms its media department into a specific profit center c) Most new business breaks free from consolidated services d) All media buying is managed through outside vendors

31. Prentice Hall, © 200911-31 Unbundling media services happens when: a) All media stakeholders are dealt with through separate contracts b) An agency transforms its media department into a specific profit center c) Most new business breaks free from consolidated services d) All media buying is managed through outside vendors

32. Prentice Hall, © 200911-32 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall