Advertising MCQs

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A media planner should understand the _________ that identify the occasions when the target comes in contact with the brand.






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At what point in the media planning process should a planner understand the brand's contact points?






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The primary objective of ______ is to develop a framework that will deliver the message to the target audience in the most efficient, cost-effective ...






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The media plan is a guide for:






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Sunrise, Vogue Entertaining and A Current Affair are all examples of:






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_____ is the measure of the number of different audience members exposed at least once to a media vehicle.






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_____ refers to the potential audience that might receive the message through a vehicle.






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_____ is the number of times a receiver is exposed to a message in a given time period.






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Media planning is not an easy task. Which of the following is a reason why media planning is so difficult?






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Media objectives are the goals for the media program and should be:






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The media situation analysis should lead to the determination of:






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After the situation analysis and the development of both the marketing and creative strategy plans, it is time to develop the media plan. The first st...






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Which of the following is NOT a part of the media plan?






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In a market analysis, the _____ is considered a good indicator of the potential of the market. It is derived by dividing the percentage of users in a ...






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An index number of 100 means the:






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Roy Morgan Research provides clients with:






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Which of the following is NOT included in the Roy Morgan Research report?






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Internal factors that may have an influence on the determination of media strategies include:






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External factors that may have an influence on the determination of media strategies include:






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When the coverage of the media exceeds the targeted audience, this excess is referred to as:






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Media buyers might choose to live with a relatively high degree of waste coverage because:






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A media selection problem whereby the coverage of the media vehicle goes beyond the scope of the target audience is known as:






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In terms of advertising, scheduling constant advertising without variation is referred to as:






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_____ is the employment of periods of advertising along with periods of non-advertising.






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When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n)_____ schedule is being...






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Given that the objective is to achieve maximum awareness in an undifferentiated target market, the strategy should be to maximise:






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Which of the following media strategies is suitable for a new product with a target audience concentrated in a well-defined market segment?






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Given the objective is comprehension of the message, the strategy should be to maximise ______ at the expense of _____.






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A company with a substantial advertising budget with little or no awareness in the target market should:






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Which of the following statements about advertising reach is true?






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Unduplicated reach is:






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To calculate gross ratings points (GRPs), you will need to:






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_____ is a summary measure that combines reach and frequency.






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_____ is the number of persons in the primary target audience who the media buy will reach and the number of times those persons will be reached.






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How do gross rating points (GRPs) differ from target audience ratings points (TARPs)?






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The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey the desired message.






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Effective reach refers to the:






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_____ is the number of times the average household reached by a media vehicle is exposed to the vehicle over a specified period of time.






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Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels?






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Greater frequency levels of exposure would be necessary if:






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Why should an effective media strategy be flexible?






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Advertising and promotional costs can be categorised in two ways. They are:






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_____ of the medium or vehicle is the actual total cost required to place the message.






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_____ refers to the relationship between the price paid for advertising space or time and the size of the audience delivered.






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_____ is used to compare media vehicles.






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Cost per thousand is a measure of the ______ of a particular media vehicle.






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CPM is an expression of ______ for various media vehicles.






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_____ is an attempt to provide some standardisation of relative costing procedures for making media selections.






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In purchasing time on television, it often becomes difficult to determine the print equivalent cost. As a result, some television rate cards now expre...






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With which of the following media would you find C/TARP used to compare cost figures?






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The major problem with the use of readers per copy figures is:






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In order to compare the relative costs between two print media, an advertiser needs to use:






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The advertiser needs to know _____ to determine how many readers an advertiser gets for every dollar spent in print media.






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CPM is potentially an underestimate of cost efficiency because of:






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The pass-along rate refers to the:






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The evaluation and follow-up stage of media planning:






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Which of the following is NOT an advantage inherent in the selection of newspapers as the media vehicle?






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When the objective is to attain maximum coverage of a local market, which form of advertising would be most effective?






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When trying to attain maximum coverage of the entire Australian market, which form of advertising would be most effective?






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Seasonal products such as Mother's Day cards and Valentine chocolates would best make use of which scheduling alternative?






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My product is hand-tooled leather wallets, which can be purchased at any time of the year, but which are more often purchased during the Christmas se...






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Which media scheduling strategy would be most likely to be used by a marketer of dishwashing detergent?






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Which media scheduling method would be inappropriate for the product named?






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For which of the following products is an advertiser most likely to use continuity scheduling?






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New Balance running shoes would probably wish to pursue a _____ scheduling strategy, while Rossignol snow skis would more than likely use a _____ sche...






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For which of the following products is an advertiser most likely to use a flighting schedule?






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Recreation vehicles (RVs) advertise throughout the year but typically advertise more heavily in June and September. This pattern represents which sche...






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Disneyworld advertises itself as a vacation spot throughout the year, but it advertises more heavily during the summer months and during the Christma...






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Which of the following statements describes an advantage inherent in the flighting method of schedule advertising?






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Which of the following statements describes a disadvantage associated with the flighting method of schedule advertising?






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Which of the following is an advantage inherent in the pulsing method of scheduling advertising?






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A company has a limited promotional budget. The target market is highly concentrated and has already been shown to have high awareness and interest in...






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Duplication of audiences is a desired factor if the media strategy is to:






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Dr Pepper ran its commercial featuring Garth Brooks during American Idol and during The Bachelor. Since many people watched both television shows, ___...






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Consider the following media buy: 70% of the audience is reached one time. 20% of the audience is reached four times. 10% of the audience is reache...






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Which of the following magazines would be LEAST likely to enhance the creativity of an advertising message because the magazine does not create a mood...






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According to _____, a media buyer for a manufacturer of paintball guns would be better satisfied with the ad's performance if he or she purchased...






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A retailer wants to run an ad announcing that the new Harry Potter book will be available at the store next Saturday. There are two newspapers in the ...






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Magazine A has a cost for a full-page ad of $10 000 and a circulation figure of 5 000 000. Of these 5 000 000 subscribers, 40% are tennis buffs. Magaz...






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A retailer wants to advertise its 'Back-to-School' sale in a city that has two daily newspapers. There are 450 000 subscribers to Newspaper ...






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OzTAM and Nielsen are the major:






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Which medium are advertisers most likely to choose if they want the ability to demonstrate how their product operates and actually show its use?






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Television is considered an excellent advertising medium because of:






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Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:






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Audience selectivity on television is possible due to:






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Which of the following is NOT an advantage of television as an advertising medium?






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Television can offer advertisers selective coverage of target audiences through:






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Which of the following is NOT a limitation associated with the use of television as an advertising medium?






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Which of the following factors makes it difficult for companies with small advertising budgets to use television as part of their media mix?






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Because most TV commercials last 30 seconds or less and leave nothing tangible for the viewer to consider, television is described as having _____ mes...






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Which of the following statements about the length of television commercials is true?






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Which of the following statements about commercial length is true?






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Which of the following statements about 15-second commercials is true?






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Which of the following has contributed to the problem of advertising clutter on television?






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_____ refers to the practice of fast-forwarding through commercials on pre-recorded programs, while _____ refers to channel changing via remote contro...






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Rick likes to watch Tremors: The Series on the Sci-Fi channel and the police car chase videos on his local Fox affiliate. Both shows are on Friday nig...






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Parker videotapes the television show Smallville, which is shown on Tuesday nights on her local WB station, so she can fast forward through the commer...






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Which of the following has contributed to the increased zapping of television commercials?






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Advertisers can inhibit consumers' zapping commercials by:






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The pervasiveness and intrusive nature of _____ as an advertising medium contributes to the high level of distrust consumers have for the ads that app...