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This set of Media Planning Multiple Choice Questions & Answers (MCQs) focuses on Media Planning Set 6
Q1 | One of the following is not strength of magazines
- Shelf-life
- Quality reproduction
- Inherent design flexibility
- Deadline flexibility
Q2 | Radio is often referred to as
- The Theatre of the Absurd
- Mindful Theatre
- The Theatre of the Mind
- Surround Sound
Q3 | In general, newspapers offer _________ as a media choice.
- Low Selectivity
- High Selectivity
- Low impact
- Average impact
Q4 | Newspapers offer _________ as a media choice
- High Impact
- Low Impact
- Low Selectivity
- High Selectivity
Q5 | Interactive media can be best described as
- Customized Marketing Messages
- Marketing Communications Mix
- Marketing Mix
- Media that allow two-way messages between company and consumer
Q6 | Extensive local penetration and coverage is indicative of
- Magazines
- Newspapers
- Online Advertising
- Social Media
Q7 | Which of the following is not strength of the television medium?
- Cost Efficient Medium for Reach
- High Initial Production Cost
- High Impact and Dynamic Medium
- High Reach Medium
Q8 | Place-based media occur in which venues?
- Scaffolding Wraps
- Spectaculars
- Transport
- Outdoor Billboard
Q9 | One weakness in using out-of-home media is
- Relatively Low Cost
- Difficult to Measure and Control
- Delivers Excellent Reach
- Demographic Flexibility
Q10 | Which medium is often referred to as junk mail?
- Direct Mail
- Television
- Newspaper inserts
- Yellow Pages
Q11 | RADIO supports media planning as a part of ___________
- Integrated media solution
- Vehicle
- Does not support
- Channel
Q12 | Name the strengths in using radio in a media plan
- Cost effective
- Time effective
- Measurable Results
- All of the above
Q13 | Name the major types of advertising found in newspapers
- Banner
- Display
- Classified
- Forums
Q14 | Print advertising is sometimes also called
- Business Advertising
- Press Advertising
- Electronic Advertising
- Media Advertising
Q15 | A type of publication whereby the content is primarily focused on one particular type of Businessor Industry is called as
- Horizontal Publication
- Parallel Publication
- Trade Publication
- Yellow Publication
Q16 | Trade publication is otherwise called as ___________
- Vertical Publication
- Horizontal Publication
- Parallel Publication
- Yellow Publication
Q17 | Clutter is defined as_________
- Coarse paper stock
- A promotional tool
- A faulty broadband connection
- An overabundance of messages
Q18 | Media planning has a much greater role today in the advertising industry than it did 15 years ago.
- Unsuitable Statement
- Wrong Statement
- Immoral Statement
- Correct statement
Q19 | Media planning is carried out through
- An intuitive process
- Research and tested formulas
- Both of the above
- None of the above
Q20 | The media planners task is challenging because it must typically
- Watch much TV
- Have knowledge of traditional as well as emerging and converging forms of media
- Monitor all social sites
- Know everything about newspapers
Q21 | Identify one reason media choices have become more difficult in recent years
- Internet is used more frequently than any other medium
- Segmentation
- Satellite radio has come on the scene
- Newspapers now use color
Q22 | The estimated number of people an advertisement reaches is called
- Impressions
- Subscriptions
- Metrics
- Newsstand Purchases
Q23 | Which is not a method of costing media?
- CPA
- CTR
- CPM
- CPR
Q24 | The print medium continues to rely heavily on CPM to determine scheduling. What is CPM?
- A percentage of impressions that results in a click
- A percentage of households tuned to TV
- The relative average cost to reach one thousand people
- A payment received for each action
Q25 | Which of the following is not a valid statement?
- It is necessary to plan for out-of-home media
- The media environment has become fiercely competitive
- Media planning is less important than creative
- Independent media buying services specialize in media planning