Quiz #4

Question 1

Media is a delivery system, delivering news, entertainment and advertising.

Answer 1

True

Question 2

There are two elements: media types and media vehicles

Answer 2

True

Question 3

An example of a media vehicle is television.

Answer 3

False

Question 4

Medium is the singular form and mediums is the plural form

Answer 4

False

Question 5

Sustainability in a campaign means that the concept will work in more than one medium

Answer 5

True

Question 6

An example of a media type is the internet.

Answer 6

True

Question 7

CPM means cost per million

Answer 7

False (cost per thousand)

Question 8

Cost per point is based on the rating points of a television program

Answer 8

True

Question 9

Frequency is the most important measured objective in a media plan.

Answer 9

False (it’s reach)

Question 10

Objectives are a series of actions media planners take to attain tactics

Answer 10

False (objectives are the goals for the advertising)

Question 11

A roadblock means buying all available TV spots in all available media vehicles at the same time to prevent your competitors from advertising

Answer 11

True

Question 12

Frequency is the repetition of consumer exposure to the message.

Answer 12

True

Question 13

The aperture affect is a strategy that says

Answer 13

Prospective customers have one or more ideal times or places at which they are most receptive to receiving and remembering a brand message

Question 14

Which or these will give you target audience information

Answer 14

MRI, SMRB, Neilsen [All the above]

Question 15

Reach decreases as frequency increases means

Answer 15

You’re reaching basically the same audience with each exposure after the initial exposure

Question 16

Which of these statements is true?

Answer 16

At a frequency of two, audience will not remember the message, At a frequency of two, the audience might remember the product name, At a frequency of three, the audience will remember the name and the message
[All the above]

Question 17

Which of these statements regarding media strategies is true

Answer 17

They are most successful when the product has lower prices, better quality and good distribution.
Strategies based on higher reaches and frequencies, larger budgets and a more creative message are more likely to have an edge.
Small bits of media rarely accomplish anything.
[All the above are true]

Question 18

Which of these are criteria for choosing the media for your media mix?

Answer 18

Flexibility, ability to target, production flexibility

[all the above]

Question 19

If 20% of the population accounts for 80% of your product’s consumption…

Answer 19

If that 20% is within the reach of a single medium, it would be inefficient to try and reach a higher percentage with additional but different media

Question 20

Cost per point and cost per thousand are important because

Answer 20

They measure the efficiency of your media buy