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This set of Media Planning Multiple Choice Questions & Answers (MCQs) focuses on Media Planning Set 8
Q1 | This type of growth refers to concentrating activities on markets and/or products that are familiar:
- Diversification
- Condensive
- Integrative
- Intensive
Q2 | An organization can offer standard products at acceptable levels of quality, yet still generateabove-average profit margin by adopting _____________
- Differentiation
- Focus Strategy
- Cost leadership
- Market follower strategy
Q3 | ___________ are about organizations seeking gaps in broad market segments or finding gapsin competitors' product ranges.
- Market niche strategies
- Differentiation
- Cost leadership
- Focus Strategies
Q4 | Attack the market and defend the position are the prime strategies pursued by a firm with___________ positioning.
- Market challenger
- Market Leader
- Market Follower
- Market Nicher
Q5 | Diversification is best described as which of the following?
- Existing products in new markets
- Existing products in existing markets
- New products for new markets
- New products for existing markets
Q6 | 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:
- Marketing implementation
- Marketing program
- Budgeting
- Marketing Metrics
Q7 | 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.
- Mixed-media approaches
- Recency planning
- Pulsing
- Value added packages
Q8 | Companies employ the elements of the _____ (product concept, target audience, advertising message, and communications media) to devise strategies to achieve advertising objectives.
- Synergistic approach
- Creative mix
- Advertising impression
- Advertising response curve
Q9 | In terms of the scope of media-planning activities, which of the following is the purpose ofthe situation analysis?
- To determine what to communicate through ads
- To understand the marketing problem
- To compare and select the best media within broad classes
- To tr
Q10 | In terms of message-distribution objectives, which of the following is a definition of reach?
- It refers to a measure of the intensity of a schedule based on repeated exposures to the medium.
- It refers to total size of the audience for a set of ads or an entire campaign.
- It refers to the total number of unique people exposed to a medium during a given period of time.
- It refers to the duration of an advertising message or campaign over a given period of time
Q11 | _____ measures the intensity of a media schedule, based on repeated exposures to the medium or theprogram.
- Frequency
- Reach
- Rating
- Gross impression
Q12 | In terms of media planning, which of the following refers to effective reach?
- The duration of an advertising message or campaign over a given period of time
- The average number of times individuals or homes are exposed to the medium
- The total size of the audience for a set of ads or an entire campaign
- A measure of the number or percentage of the audience who receive enough exposures to truly receive the message
Q13 | The advertising response curve indicates that:
- Incremental response to advertising diminishes with repeated exposures.
- Audience fragmentation increases effective reach.
- Repeated exposures to ads increase advertising success.
- Probable exposures increase with audience fragmentation.
Q14 | Which of the following refers to spillover media?
- It refers to particular magazines that are chosen according to how well they expose the message to the media audience.
- It refers to the specific types of people the advertiser wants to reach.
- It refers to all communications vehicles available to a marketer.
- It refers to local media that many consumers in a neighboring country inadvertently receive.
Q15 | Which of the following is an advantage of using direct mail as a media vehicle?
- Combines sight, sound and movement
- Larger than life
- Social Dominance
- Highly Personal
Q16 | _____ refers to a method for scheduling media in which the airwaves (both cable and networkTV channels) are flooded to make it virtually impossible to miss the ads.
- Blinking
- Flighting
- Pulsing
- Bursting
Q17 | The merits of newspaper as a medium of advertising are:
- Wide coverage
- Quick response
- Regularity and frequency
- All of the above
Q18 | The demerits of magazine advertising are
- Selectivity
- Loyalty and prestige
- Inflexibility
- Visual display
Q19 | The merits of radio advertising are
- Human touch
- Not mass coverage
- Not selectivity
- Group Coverage
Q20 | Media scheduling is a very next managerial task, once the _______ is developed
- Media plan
- Research
- Media mix
- Deep impact
Q21 | Media literacy means the ability to
- Read and write
- Create professional media
- Understand and use media
- Prepare for a career in media
Q22 | Good media criticism should always
- Reveal negative aspects of media
- Offer analysis based on reason
- Warn us that ads sell us things we don't need
- Condemn our emotional reactions to media
Q23 | In media studies "converging" refers to the coming together of
- Two or more people, in public
- Different professional ideas about media
- Computer, telephone, and mass media technologies
- Mass media and mass communication
Q24 | Economies of scale save a company money because they enable the company to
- Make a large variety of products
- Make many copies of a product
- Scale down the size of their products
- Charge higher prices than their competitors
Q25 | In terms of media/government relationships in the world today, the media in most countries are
- Government owned and operated
- Privately owned and government controlled
- Privately owned and free from government control
- Mixed in terms of government and private ownership and control