Media Planning Objectives
Media Planning Objectives
Media Planning Objectives
4. Economies of scale save a company money because they enable the company to
6. The news of important public events appearing in the front sections of a newspaper, is called:
a. Soft-news
b. Hard-news
c. Feature News
d. Investigative news
a. Mass communication
b. Visual Communication
c. Non-Verbal communication
d. None of these
8. OB stands for:
10. ----------------- in advertising. is a series of decisions involvin g the delivery of message to the targeted
audience.
a. Market Analysis
b. Media Objective
c. Media Planning
d. Media Strategy
b. market analysis
c. mediamix
d. media strategy
12. The --------------- of target audience help s media planner to understand the media consumption
habbits, and accordingly choose the most appropriate media mix.
13. ----------------- describes what you want the media plan to accomplish.
14. ---------------- refers to the number of people that will be exposed to media vehicle at least once
during a given period of time.
A. News paper
B. Radio
C. Television
D. Internet
16. Media ----------------- is a primary goal of advertising media planning and buying.
A. flexibility
B. expansion
C. frequency
D. efficiency
A. News paper
B. Radio
C. Television
D. Internet
18. A large amount of ------------- advertising is for retailers, local businesses used for promotions.
A. newspaper
B. magazines
C. radio
D. television
24. The ---------- should be the formal summation of the advertising task that the media planner will take
on to a solution.
A. media brief
B. media expansion
C. media buying
D. media selling
25. _________ advertising affords the marketer the ability to engage the consumer in a
direct and personal way.
A. Interactive
B. Contextual
C. Traditional
D. Website.
26. _________ are about organizations seeking gaps in broad market segments or finding
gaps in competitors' product ranges.
27. _________ are filled with videos, podcasts, Really simple syndication (RSS) feeds for
targeted news and information, downloadable images, and presentations.
A. Online newsrooms
B. Websites
C. Mobile advertising
D. Interactive newsrooms.
A. Affiliates
B. Spot buys
C. Spilit run
D. Air time
29. _________ covers two broad decisions selection of media class, and selection of media
vehicle with in media class.
A. Media mix
B. Media strategy
C. Media objective
D. Media selection
30. _________ covers two broad decisions selectionof media class, and selection of media
vehicle with in media class.
A. Media mix
B. Media strategy
C. Media objective
D. Media selection
31. _________ customers can themselves become publishers, choosing to share what they
have received with their social networks.
A. Publish - subscribe
B. Instant sharing
C. Multi - model viewing
D. Mobile invertising
32. _________ describes what you want the media plan to accomplish.
A. Media Objective
B. Media analysis
C. Media mix
D. Media strategy
33. _________ has been the first to launch an innovative media buying / selling technique,
through its lastminute inventory.com, which auctions unsold media space online.
A. Madison media
B. Mudra Max
C. Dentsu India
D. JWT India
A. Market Analysis
B. Media Objective
C. Media Planning
D. Media Strategy
A. News paper
B. Radio
C. Television
D. Internet
37. _________ is a way of describing audience based on factors such as age, gender,
education level, town class, income etc.
A. Demographic
B. Psychographic
C. Socio-economic
D. Infographics
38. _________ is a way of describing audience based on the their life style, attitudes,
aspirations, habits etc.
A. Demographics
B. Psychographics
C. Socio-economic
D. Infographics
A. News paper
B. Radio
C. Television
D. Internet
40. _________ is the process that helps managers understand the nature of the industry, the
way firms behave competitively within the industry, and how competition is generally
undertaken.
41. _________ measures the intensity of a media schedule, based on repeated exposures to
the medium or the program.
A. Frequency
B. Reach
C. Rating
D. Gross impression
42. _________ refers to the average number of times an individual within target audience is
exposed to a media vehicle during a given period of time.
A. Frequency
B. Reach
C. Continuity
D. CPM
43. _________ services are agencies that specialize in buying time and space.
A. Media selling
B. Media planning
C. Media buying
D. Media organizing.
44. _________ technology is changing the way consumers relate to products and markets.
A. Information
B. New
C. Digital
D. Cyber
45. _________ the appropriate market segment has become ever more imp ort ant when
carrying out e-branding campaigns.
A. Segmenting
B. Positioning
C. Targeting
D. Implementing
46. A futuristic innovations (media planning) involves creating satellite imagery of the
monogram or message to reach the desired geographic location and _________.
A. programme
B. action
C. audience
D. media
47. A large amount of _________ advertising is for retailers, local businesses and for
promotions.
A. news paper
B. magazines
C. radio
D. television
48. A person (or group) who has control over what information is disseminated to the
audience is known as:
A. Newscaster
B. Reporter
C. Regulator
D. Gatekeeper
49. A statement that sets out what the organization wishes to achieve in the long term is
referred to as:
A. Mission
B. Vision
C. Vision
D. Strategic context
50. Advertisers use many factors other than the _________ in their media analyses and plans.
A. activities
B. audience
C. attributes
D. influntials
51. Advertising to todays consumers, we need to look beyond the _________ media of print,
radio, and television.
A. traditional
B. non - traditional
C. social
D. new
52. Companies employ the elements of the _________ (product concept, target audience,
advertising message, and communications media) to devise strategies to achieve
advertising objectives.
A. Synergistic approach
B. Creative mix
C. Advertising impression
D. Advertising response curve
53. Creating and securing a brand name in the physical world requires extensive
marketing. _________.
A. Research
B. strategy
C. effort
D. media
A. CPA
B. CTR
C. CPM
D. CPR
A. identifying
B. scheduling
C. evaluation
D. execution
A. Same
B. Different
C. Media Plan
D. Media Process
60. The _________ should be the formal summation of the advertising task that the media
planner will take on to a solution.
A. media brief
B. media expansion
C. media buying
D. media selling
A. Media slot
B. Mediamix
C. Media buying
D. Media selection
62. The pricing of _________ advertising could vary across devices and access formats.
A. print
B. broadcast
C. digital
D. out of home.
63. Type of client that may not be a very friendly or creative client to have but is an MNC
and needs to be on the portfolio is known as _________.
A. financial value
B. potential value
C. prestige value
D. creative value.
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