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This set of Media Planning Multiple Choice Questions & Answers (MCQs) focuses on Media Planning Set 7
Q1 | One significant change in the paid-for media environment is
- The presence of social media sites
- Terrestrial and satellite radio offerings
- The number of print vehicles available
- The addition of cable TV
Q2 | Media selections and scheduling decisions associated with delivering advertising constitute a
- Media Plan
- Message Weight
- Media Kit
- Problem Solving Equation
Q3 | Media strategy and media tactics are
- Same
- Different
- Media Plan
- Media Process
Q4 | Which of the following would not be involved in setting media objectives?
- Geographic
- Frequency
- Reach
- Low involvement purchase decisions
Q5 | Demographics in media planning deal with
- The study of populations
- The psychology of the consumer
- The study of media channel
- The study of product
Q6 | Psychographic profiles would include
- The generation to which the consumer belongs
- The lifestyle habits, attitudes and values of the consumer
- The post code of the consumer
- Pattern of messaging
Q7 | The flighting media schedule is
- A hybrid strategy of scheduling
- An intermittent pattern of high activity and low activity
- A continuous pattern of messaging
- Intermittent, intense activity within a continuous pattern
Q8 | Reach is defined as?
- Insufficient exposure to the target audience
- The Number of times a reader is exposed to a message
- The total number of duplicated exposures
- The total number of unduplicated exposures
Q9 | Frequency is defined as?
- The total number of duplicated exposures
- Three exposures to the target audience
- All possible exposures to a target audience
- The number of times a reader is exposed to a message
Q10 | Gross impressions means
- The percentage of the target audience exposed to a message
- All possible exposures to a given medium at a given time
- Both a and b above
- The standard for a communication message to have an impact on the consumer
Q11 | A graphical representation of the media schedule information is called a
- A Timetable
- Media Objectives
- A Media Flowchart
- A Media Plan
Q12 | The _________________ process commences at corporate level. Here the organization sets out itsoverall mission, purpose, and values.
- Researching
- Strategic Planning
- Controlling
- Managing
Q13 | A statement about what an organization wants to become, which sets out an organization's future,is referred to as:
- Mission
- Mission
- Organizational Goals
- Vision
Q14 | A statement that sets out what the organization wishes to achieve in the long term is referred to as:
- Mission
- Vision
- Vision
- Strategic context
Q15 | Organizational values are important because they:
- Help shape mission statements
- Help increase sales
- Help guide behavior and the recruitment and selection decisions
- Help define market research
Q16 | 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.
- Marketing Objectives
- Strategic Business Units
- Marketing Activities
- Business Development Units
Q17 | 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?
- Defining marketing strategy
- Setting the right mission and corporate goals
- Reviewing the current situations
- Formulating Strategy
Q18 | Which of the following firms has often followed a market challenger (second-mover) strategy?
- Apple computer
- Ebay
- Sainsbury s
- Amazon.com
Q19 | SWOT is an acronym for:
- Strategy, working, opinion, tactical
- Strengths, weakness, opportunities, threats
- Strategy, Work, openness, toughness
- Strategy, weakness, opinions, tactics
Q20 | In SWOT analysis, situations where organizations are able to convert weaknesses into strengthsand threats into opportunities, these are called:
- Strategic windows
- Strategic leverage
- Conversion strategies
- Vulnerability
Q21 | This is something that at some time in the future may destabilize and/or reduce thepotential performance of the organization:
- Threat
- Strength
- Weakness
- Opportunities
Q22 | ________________ is the process that helps managers understand the nature of the industry, the wayfirms behave competitively within the industry, and how competition is generally undertaken.
- Market needs analysis
- Portfolio analysis
- Strategic market analysis
- Organizational analysis
Q23 | These objectives are often employed in mature markets as firms/products enter a decline phase. Thegoal is to maximize short-term profits and stimulate a positive cash flow:
- Harvest Objectives
- Divest Objectives
- Hold Objectives
- Growth Objectives
Q24 | Which of the following is not the conditions necessary for the achievement of sustainable competitive advantage (SCA)?
- The perceived difference results from cheaper price
- The customer consistently perceives a positive difference between the products and services offered by a company and its competitors.
- The perceived difference results from the company's relatively greater capability.
- The perceived difference persists for a reasonable period of time.
Q25 | 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:
- Niche Objectives
- Hold Objectives
- Harvest Objectives
- Divest Objectives