1. The word Media came from the Latin word . B. media C. medium D. mode Answer: A.middle 2. targets are those who have the power to affect the changes the campaign calls for . B. secondary C. tertiary D. priority Answer: A.primary 3. A is an estimation of a company’s promotional expenditures over a period of time. B. media planning C. media budget D. media scheduling Answer: A.media buying 4. is a count up of all the people of the total base or defined Target Grass (TG) who are actually exposed to or reached by communication used. B. frequency C. cumulative reach D. visibility Answer: A.reach 5. Sender of a media text has an access to feedback of the audience. B. indirect C. delayed D. crypted Answer: A.direct 6. A consumer must plan to act in a desired manner is also known as B. intention C. behaviour D. reaction Answer: B.intention 7. The cost factor becomes a matter of relative cost of the individual media, in case of newspaper, this relationship is determined as per per column. B. word C. line D. paragraph Answer: A.centimeter 8. methods is a ” let’s not rock the boat” or “If something ‘s going well, why fix it ” way of setting budget. B. inflation adjusted C. case rate D. estimation Answer: A.status quo 9. number of unduplicated individuals or households reached by an advertising medium over a particular period. B. frequency C. cumulative reach D. visibility Answer: C.cumulative reach 10. Media is considered as Modern commodity because B. slow speed C. unreliable data D. high cost Answer: A.specialized technology 11. Research will tell you about your target audience’s local media habits . B. quantitative C. descriptive D. analytical Answer: A.qualitative 12. refers to a specific methods of media used by companies to deliver advertising messages to targeted customers. B. media mix C. media methodology D. media dispersion Answer: A.media vehicle 13. method is slightly modified version of the ‘Status Quo’ method. B. inflation adjusted C. case rate D. estimation Answer: B.inflation adjusted 14. is the average number of exposers amongst those who have been reached or have seen the ad atleast once. B. air – average issue readership C. circulation D. reach Answer: A. aots -average opportunity to see 15. is responsible for Media content. B. common people C. government D. competitor Answer: A.editor 16. indicates a percentage of target audience who is exposed at least once in a given period yo a particular media vehicle . B. frequency C. market coverage D. market share Answer: A.reach 17. is the ability to aim a radio or TV program or programming at a specific, limited audience or consumer market. B. media concentration C. media mix D. media planning Answer: A.narrow casting 18. method is identical to the A-S method expect that the budgeting is linked to the number of cases or units sold. B. inflation adjusted C. case rate D. estimation Answer: C.case rate 19. In the a diary with quarter hour times slots across the rows and channels across the column is given to a panel. B. diary system C. stickiness index D. rating Answer: B.diary system 20. leads to aggression in society . B. good news C. authentic news D. live news Answer: A.fake news 21. Message weight is expressed in terms of gross impressions or rating points. B. net C. operational D. average Answer: A.gross 22. A is a publication that mostly covers one main topic. B. newspaper C. magazine D. pamplet Answer: A.newsletter 23. is the process of strategizing, negotiating and purchasing ad placements or inventory. B. media planning &buying C. media budget D. media scheduling Answer: B.media planning &buying 24. The comprises of two units , a remote to register the viewer details and a channel monitoring device attached to the TV which records the channel being switched. B. diary system C. stickiness index D. rating Answer: A.peoplemeter 25. is a very common mass media product. B. politics C. women abuse D. scams Answer: B.politics 26. is not included in Electronic media . B. satellite tv C. cable tv D. letters Answer: D.letters 27. relates to consumers responding favorably to the message. B. explosion C. yeilding D. exposure Answer: C.yeilding 28. Deciding ideal media mix is linked to locating audience. B. class C. young D. old Answer: A.target 29. Inflation adjusted reveals the return on an investment after removing the effects of . B. inflation C. investment D. reccession Answer: B.inflation 30. Advertising, as a profession, is subject to certain standards . B. ethical C. unethical D. business Answer: B.ethical 31. Media research is also called as _research. B. fashion C. subject D. status Answer: A.audience 32. TRP is related to _. B. mobile C. newspaper D. radio Answer: A.television 33. Media has four main characteristics; speed, reach, power & _. B. budget C. frequency D. cost Answer: C.frequency 34. The job of is to determine the best combination of media to achieve the marketing campaign. B. media strategy C. media mix D. media budget Answer: C.media mix 35. The word media came from the latin word . B. medical C. mix D. middle Answer: D.middle 36. is the study of the effects of the different mass media on social, psychological and physical aspects. B. media research C. media game D. media team Answer: B.media research 37. evaluation of data can be achieved through media research. B. unbaised C. unclear D. wrong Answer: B.unbaised 38. ABC stands for . B. automatic brightness control C. absolute braincontrol D. audit bureau of circulation Answer: D.audit bureau of circulation 39. Media planner helps in . B. media research C. financing D. communication Answer: B.media research 40. is challenge of media planning. B. low income C. human resource D. loans Answer: A.media options 41. Media mix is very essential in order to achieve objective. B. management C. functional D. financial Answer: A.marketing 42. The represent the dominant majority in the society B. people C. editorial D. mass audience Answer: D.mass audience 43. refers to the special interest group in the society. B. normal audience C. target audience D. fixed audience Answer: A.specialized audience 44. Broad media class is a for carrying the advertisers message to the target audience. B. vehicle C. cart D. place Answer: B.vehicle 45. Unethical advertising is business. B. excellent C. ethical D. bad Answer: D.bad 46. ______________, in advertising, is a series of decisions involving the delivery of message to thetargeted audience. B. Media Objective C. Media Planning D. Media Strategy Answer: C.Media Planning 47. Every media plan begins with the ______________. B. market analysis C. media mix D. media strategy Answer: B.market analysis 48. The ______________ of target audience helps media planner to understand the mediaconsumption habit, and accordingly choose the most appropriate media mix. B. identification C. selection D. classification Answer: D.classification 49. ______________ describes what you want the media plan to accomplish. B. Media analysis C. Media mix D. Media strategy Answer: A.Media Objective 50. ______________ refers to the number of people that will be exposed to a media vehicle at least once during a given period of time. B. Reach C. CPM D. CPP Answer: B.Reach 51. ______________ refers to the average number of times an individual within target audience is exposed to a media vehicle during a given period of time. B. Reach C. Continuity D. CPM Answer: A.Frequency 52. An effective media strategy requires a degree of ______________. B. media mix C. flexibility D. discontinuous Answer: C.flexibility 53. ______________ covers two broad decisions selection of media class, and selection of media vehicle with in media class. B. Media strategy C. Media objective D. Media selection Answer: D.Media selection 54. The implementation of media plan requires ______________. B. Media mix C. Media buying D. Media selection Answer: C.Media buying 55. Media Buying refers to buying ______________ in the selected media. B. space C. vehicle D. time and space Answer: D.time and space 56. ______________ is a way of describing audience based on factors such as age, gender, education level, town class, income etc. B. Psychographic C. Socio-economic D. Infographics Answer: A.Demographic 57. ______________ is a way of describing audience based on the their life style, attitudes,aspirations, habits etc. B. Psychographics C. Socio-economic D. Infographics Answer: B.Psychographics 58. Media ______________ is a primary goal of advertising media planning and buying. B. efficiency C. flexibility D. reach Answer: B.efficiency 59. Scheduling in ______________can help avoid the irritation factor and can keep an advertising campaign freshers for a longer time. B. random C. waves D. avails Answer: C.waves 60. A magazines___________ starts with its circulation and grows as original readers pass an issue along to other readers. B. reader C. audience D. publisher Answer: C.audience 61. The average magazine draws half of its revenue from ______________ and half from circulation. B. audience C. subscribers D. advertising Answer: D.advertising 62. ______________ is a highly negotiable medium when it comes to pricing. B. Radio C. Television D. Internet Answer: B.Radio 63. A large amount of ______________ advertising is for retailers, local businesses and for promotions. B. magazines C. radio D. television Answer: C.radio 64. The ______________ should be the formal summation of the advertising task that the media planner will take on to a solution. B. media expansion C. media buying D. media selling Answer: A.media brief 65. Companies are exploring the ______________ for communicating their advertising message because of its several attractive features and advantages. B. newspaper C. radio D. new media Answer: D.new media 66. The advertising industry is passing through a transition phase with the emergence of the______________media. B. online C. interactive D. information Answer: B.online 67. New media is very cost-effective when compared to the traditional media and is highly______________. B. requted C. resourceful D. result-oriented Answer: D.result-oriented 68. The ______________ is the biggest possible medium and has the quickest and the deepest reach throughout the globe. B. TV C. radio D. outdoor Answer: A.web 69. Digital technology is changing the way ______________ relate to products and markets. B. consumer C. delears D. industry Answer: B.consumer 70. Cyber consumers are not ______________. B. passive C. homogeneous D. heterogeneous Answer: C.homogeneous 71. Media ______________is a primary goal of advertising media planning and buying. B. expansion C. frequency D. efficiency Answer: D.efficiency 72. Frequency of ______________describes the number of times that your advertisement appears in themedia. B. exposure C. repetition D. insertion Answer: D.insertion 73. Advertising media do not operate in a vacuum: they must be part of the overall ______________andadvertising plans. B. media C. corporate D. campaign Answer: A.marketing 74. Advertisers use many factors other than the ______________ in their media analyses and plans. B. audience C. attributes D. influntials Answer: B.audience 75. Selectivity is related to ______________. B. relevance C. support D. coverage Answer: D.coverage 76. Transit and outdoor advertising are generally noticed only in passing, which may not be enough for a______________message. B. normal C. complicated D. urgent Answer: C.complicated 77. ______________ advertising affords the marketer the ability to engage the consumer in a direct and personal way. B. Contextual C. Traditional D. Website. Answer: A.Interactive 78. ______________ advertising is a type of online advertising commonly used for content based websites. B. Contextual C. Traditional D. Corporate. Answer: B.Contextual 79. ______________ technology is changing the way consumers relate to products and markets. B. New C. Digital D. Cyber Answer: C.Digital 80. Cyber consumers are not ______________. B. segemented C. mass D. homogeneous Answer: D.homogeneous 81. e-Tailing will have to co-exist with __________ retailing. B. traditional C. mobile D. integrated Answer: B.traditional 82. ______________ the appropriate market segment has become ever more important when carrying oute-branding campaigns. B. Positioning C. Targeting D. Implementing Answer: C.Targeting 83. Creating and securing a brand name in the physical world requires extensive marketing.______________. B. strategy C. effort D. media Answer: A.Research 84. Online marketing of all types offers superior measurability and track ability in comparison to traditional______________. B. tactics C. research D. information Answer: B.tactics 85. Digital branding, in general need to have the consumer- specific orientation addressed to consumers in a______________ context. B. natural C. confined D. cultural Answer: D.cultural 86. __________ services are agencies that specialize in buying time and space. B. Media planning C. Media buying D. Media organizing. Answer: C.Media buying 87. Media are the bridges that carry messages back and forth between companies and ______________. B. customers C. prospects D. influencers. Answer: B.customers 88. The challenge of media planning is becoming greater because the number of ways to sendbrand messages is ______________. B. complicated C. increasing D. competitive Answer: C.increasing 89. Media planners begin their work by doing media ______________. B. message C. buying D. selling Answer: A.research 90. Media buying is the _____________of a media plan. B. scheduling C. evaluation D. execution Answer: D.execution 91. Vehicles dealing with particular areas of interest, such as sports, hobbies or finance, are the onesmost likely to have lifestyle and product – usage data in addition to______________ profiles. B. demographic C. audience D. brand Answer: B.demographic 92. In India media buyers and advertisers go mostly by______________ data to gauge which websitesto include in their media plan. B. URL C. page views D. click Answer: A.com score 93. The pricing of ______________ advertising could vary across devices and access formats. B. broadcast C. digital D. out of home. Answer: C.digital 94. User registration or cookies can identify______________users. B. normal C. digital D. unique Answer: D.unique 95. A cookie is a file on the users browser that uniquely identifies _______. B. the buyer C. the seller D. the user Answer: D.the user 96. With ______________ there is a rise in metrics like cost per like and cost per fan. B. digital media C. broadcast media D. print media Answer: A.social media 97. Corporate events could be sub-classified into ______________ types. B. three C. four D. five Answer: B.three 98. ___________ has been the first to launch an innovative media buying / selling technique, throughits lastminute inventory.com, which auctions unsold media space online. B. Mudra Max C. Dentsu India D. JWT India Answer: C.Dentsu India 99. The talking newspaper innovative ad campaign was conceived by the Mudra Group for______________. B. HCL computers C. Barista Lavazza D. Volkswagen Answer: D.Volkswagen 100. A futuristic innovations (media planning) involves creating satellite imagery of the monogramor message to reach the desired geographic location and _________. B. action C. audience D. media Answer: C.audience 101. Customers’______________ have become the order of the day. B. information C. awareness D. knowledge Answer: A.endorsement 102. Most of the mobile advertising solution providers typically brought in their technology withdirect relationship with agencies or__________. A. publishers B. advertisers C. subscribers D. analysts. Answer: B.advertisers 103. ______________ are filled with videos, podcasts, Really simple syndication (RSS) feeds fortargeted news and information, downloadable images, and presentations. B. Websites C. Mobile advertising D. Interactive newsrooms. Answer: D.Interactive newsrooms. 104. ______________refers to the presentation of an advertising message to a prospective or existing client. A. Pitch B. Rate cards C. Estimate D. Point-of-purchase. Answer: A.Pitch 105. Type of client that may not be a very friendly or creative client to have but is an MNC and needs to beon the portfolio is known as _____________. A. financial value B. potential value C. prestige value D. creative value. Answer: C.prestige value 106. ______________is now a significant part of every global corporations marketing arsenal. A. Internet B. Web C. Mobile D. e – marketing Answer: D.e – marketing 107. ______________ customers can themselves become publishers, choosing to share what they havereceived with their social networks. A. Publish – subscribe B. Instant sharing C. Multi – model viewing D. Mobile invertising Answer: B.Instant sharing 108. ______________ have different expectations and different relationships with companies fromwhich they purchase products and services. A. Hetrogenous Consumers B. Homogenous Consumers C. Cyber Consumers D. Diverse Consumers Answer: C.Cyber Consumers 109. RFID stands for A. Rapid – frequency identification B. Reach – frequency identification C. Red – frequency identification D. Radio – frequency identification Answer: D.Radio – frequency identification 110. ______________ are purchases of TV time in certain markets by regional or national companies. A. Affiliates B. Spot buys C. Spilit run D. Air time Answer: B.Spot buys 111. ______________ is a scheduling strategy in which planned messages run in intermittent periods. A. Media run B. Continuous scheduling C. Pulsing D. Flighting Answer: D.Flighting 112. ______________ is placing media throughout the year with equal weight in each month. A. Pulsing B. Flighting C. Continuous scheduling D. Zapping Answer: C.Continuous scheduling 113. Pulsing is a scheduling strategy that provides a floor of media support throughout the yearand periodic______________. A. increases B. decreases C. intervention D. timing Answer: A.increases 114. A products purchase cycle may also influence media ______________. A. planning B. scheduling C. mix D. cost Answer: B.scheduling 115. The more media vehicles used with lots of different programs with more messages leaves theconsumes in a ______________. B. isolation C. composition D. clutter Answer: D.clutter 116. Media scheduling and the development of creative materials must be integrated so that a companydoes not miss opportunities for reaching the right ______________ , at the right time, in dynamic ways. A. manufactures B. customers C. audience D. individuals Answer: C.audience 117. We know that media is reaching more people but there are smaller audience in each channelbecause there are so many___________. A. tradition B. fragmentation C. identification D. seggregation Answer: B.fragmentation 118. Distribution of message materials from agency to contracted media is called ______________. A. media research B. media management C. media traffic D. agency billing. Answer: C.media traffic 119. 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 Answer: A.traditional 120. The cost of an advertisement or a schedule of ads is often based on ______________. A. CPP B. CPR C. CPI D. CPM Answer: D.CPM 121. Complete the following definition of advertising media. The advertising media is a marketingcommunications umbrella concept that covers _________________ to the prospective consumer. A. Media vehicles B. Advertising messages C. Brand D. Channels Answer: B.Advertising messages 122. Strategic media planning is a complex challenge because advertises must use their knowledge of A. Demographics B. Psychographics C. Behavioural Characteristics D. All of the above Answer: D.All of the above 123. Addressable media are used A. For two-way communication B. For social media C. To deliver customized marketing messages to identifiable prospects D. For one way communication Answer: C.To deliver customized marketing messages to identifiable prospects 124. Media strategy is making media decisions based on A. Understanding customers wants and needs B. The clients wishes C. Whims of the market D. Brand awareness Answer: A.Understanding customers wants and needs 125. Magazine performance has remained stable in recent years due to A. The development of brand values B. Low cost C. Multi-page combinations D. Their ability to address segmented audiences Answer: D.Their ability to address segmented audiences 126. One of the following is not strength of magazines B. Quality reproduction C. Inherent design flexibility D. Deadline flexibility Answer: D.Deadline flexibility 127. Radio is often referred to as A. The Theatre of the Absurd B. Mindful Theatre C. The Theatre of the Mind D. Surround Sound Answer: C.The Theatre of the Mind 128. In general, newspapers offer _________ as a media choice. B. High Selectivity C. Low impact D. Average impact Answer: A.Low Selectivity 129. Newspapers offer _________ as a media choice A. High Impact B. Low Impact C. Low Selectivity D. High Selectivity Answer: B.Low Impact 130. Interactive media can be best described as A. Customized Marketing Messages B. Marketing Communications Mix C. Marketing Mix D. Media that allow two-way messages between company and consumer Answer: D.Media that allow two-way messages between company and consumer 131. Extensive local penetration and coverage is indicative of A. Magazines B. Newspapers C. Online Advertising D. Social Media Answer: B.Newspapers 132. Which of the following is not strength of the television medium? A. Cost Efficient Medium for Reach B. High Initial Production Cost C. High Impact and Dynamic Medium D. High Reach Medium Answer: B.High Initial Production Cost 133. Place-based media occur in which venues? A. Scaffolding Wraps B. Spectaculars C. Transport D. Outdoor Billboard Answer: B.Spectaculars 134. One weakness in using out-of-home media is A. Relatively Low Cost B. Difficult to Measure and Control C. Delivers Excellent Reach D. Demographic Flexibility Answer: B.Difficult to Measure and Control 135. Which medium is often referred to as junk mail? A. Direct Mail B. Television C. Newspaper inserts D. Yellow Pages Answer: A.Direct Mail 136. RADIO supports media planning as a part of ___________ A. Integrated media solution B. Vehicle C. Does not support D. Channel Answer: A.Integrated media solution 137. Name the strengths in using radio in a media plan A. Cost effective B. Time effective C. Measurable Results D. All of the above Answer: D.All of the above 138. Name the major types of advertising found in newspapers A. Banner B. Display C. Classified D. Forums Answer: B.Display 139. Print advertising is sometimes also called A. Business Advertising B. Press Advertising C. Electronic Advertising D. Media Advertising Answer: B.Press Advertising 140. A type of publication whereby the content is primarily focused on one particular type of Businessor Industry is called as B. Parallel Publication C. Trade Publication D. Yellow Publication Answer: C.Trade Publication 141. Trade publication is otherwise called as ___________ A. Vertical Publication B. Horizontal Publication C. Parallel Publication D. Yellow Publication Answer: B.Horizontal Publication 142. Clutter is defined as_________ A. Coarse paper stock B. A promotional tool C. A faulty broadband connection D. An overabundance of messages Answer: D.An overabundance of messages 143. Media planning has a much greater role today in the advertising industry than it did 15 years ago. A. Unsuitable Statement B. Wrong Statement C. Immoral Statement D. Correct statement Answer: D.Correct statement 144. Media planning is carried out through A. An intuitive process B. Research and tested formulas C. Both of the above D. None of the above Answer: C.Both of the above 145. The media planners task is challenging because it must typically A. Watch much TV B. Have knowledge of traditional as well as emerging and converging forms of media C. Monitor all social sites D. Know everything about newspapers Answer: B.Have knowledge of traditional as well as emerging and converging forms of media 146. Identify one reason media choices have become more difficult in recent years A. Internet is used more frequently than any other medium B. Segmentation C. Satellite radio has come on the scene D. Newspapers now use color Answer: B.Segmentation 147. The estimated number of people an advertisement reaches is called A. Impressions B. Subscriptions C. Metrics D. Newsstand Purchases Answer: A.Impressions 148. Which is not a method of costing media? A. CPA B. CTR C. CPM D. CPR Answer: D.CPR 149. The print medium continues to rely heavily on CPM to determine scheduling. What is CPM? A. A percentage of impressions that results in a click B. A percentage of households tuned to TV C. The relative average cost to reach one thousand people D. A payment received for each action Answer: C.The relative average cost to reach one thousand people 150. Which of the following is not a valid statement? A. It is necessary to plan for out-of-home media B. The media environment has become fiercely competitive C. Media planning is less important than creative D. Independent media buying services specialize in media planning Answer: C.Media planning is less important than creative 151. One significant change in the paid-for media environment is B. Terrestrial and satellite radio offerings C. The number of print vehicles available D. The addition of cable TV Answer: A.The presence of social media sites 152. Media selections and scheduling decisions associated with delivering advertising constitute a A. Media Plan B. Message Weight C. Media Kit D. Problem Solving Equation Answer: A.Media Plan 153. Media strategy and media tactics are B. Different C. Media Plan D. Media Process Answer: A.Same 154. Which of the following would not be involved in setting media objectives? A. Geographic B. Frequency C. Reach D. Low involvement purchase decisions Answer: D.Low involvement purchase decisions 155. Demographics in media planning deal with A. The study of populations B. The psychology of the consumer C. The study of media channel D. The study of product Answer: A.The study of populations 156. Psychographic profiles would include A. The generation to which the consumer belongs B. The lifestyle habits, attitudes and values of the consumer C. The post code of the consumer D. Pattern of messaging Answer: B.The lifestyle habits, attitudes and values of the consumer 157. The flighting media schedule is A. A hybrid strategy of scheduling B. An intermittent pattern of high activity and low activity C. A continuous pattern of messaging D. Intermittent, intense activity within a continuous pattern Answer: B.An intermittent pattern of high activity and low activity 158. Reach is defined as? A. Insufficient exposure to the target audience B. The Number of times a reader is exposed to a message C. The total number of duplicated exposures D. The total number of unduplicated exposures Answer: D.The total number of unduplicated exposures 159. Frequency is defined as? A. The total number of duplicated exposures B. Three exposures to the target audience C. All possible exposures to a target audience D. The number of times a reader is exposed to a message Answer: D.The number of times a reader is exposed to a message 160. Gross impressions means A. The percentage of the target audience exposed to a message B. All possible exposures to a given medium at a given time C. Both a and b above D. The standard for a communication message to have an impact on the consumer Answer: B.All possible exposures to a given medium at a given time 161. A graphical representation of the media schedule information is called a A. A Timetable B. Media Objectives C. A Media Flowchart D. A Media Plan Answer: C.A Media Flowchart 162. The _________________ process commences at corporate level. Here the organization sets out itsoverall mission, purpose, and values. A. Researching B. Strategic Planning C. Controlling D. Managing Answer: B.Strategic Planning 163. A statement about what an organization wants to become, which sets out an organization’s future,is referred to as: A. Mission B. Mission C. Organizational Goals D. Vision Answer: D.Vision 164. 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 Answer: A.Mission 165. Organizational values are important because they: B. Help increase sales C. Help guide behavior and the recruitment and selection decisions D. Help define market research Answer: C.Help guide behavior and the recruitment and selection decisions 166. 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. A. Marketing Objectives B. Strategic Business Units C. Marketing Activities D. Business Development Units Answer: B.Strategic Business Units 167. 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? A. Defining marketing strategy B. Setting the right mission and corporate goals C. Reviewing the current situations D. Formulating Strategy Answer: A.Defining marketing strategy 168. Which of the following firms has often followed a market challenger (second-mover) strategy? A. Apple computer B. Ebay C. Sainsbury s D. Amazon.com Answer: C.Sainsbury s 169. SWOT is an acronym for: A. Strategy, working, opinion, tactical B. Strengths, weakness, opportunities, threats C. Strategy, Work, openness, toughness D. Strategy, weakness, opinions, tactics Answer: B.Strengths, weakness, opportunities, threats 170. In SWOT analysis, situations where organizations are able to convert weaknesses into strengthsand threats into opportunities, these are called: A. Strategic windows B. Strategic leverage C. Conversion strategies D. Vulnerability Answer: C.Conversion strategies 171. This is something that at some time in the future may destabilize and/or reduce thepotential performance of the organization: A. Threat B. Strength C. Weakness D. Opportunities Answer: A.Threat 172. ________________ 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. A. Market needs analysis B. Portfolio analysis C. Strategic market analysis D. Organizational analysis Answer: C.Strategic market analysis 173. 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: A. Harvest Objectives B. Divest Objectives C. Hold Objectives D. Growth Objectives Answer: A.Harvest Objectives 174. Which of the following is not the conditions necessary for the achievement of sustainable competitive advantage (SCA)? A. The perceived difference results from cheaper price B. The customer consistently perceives a positive difference between the products and services offered by a company and its competitors. C. The perceived difference results from the company’s relatively greater capability. D. The perceived difference persists for a reasonable period of time. Answer: A.The perceived difference results from cheaper price 175. 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: A. Niche Objectives B. Hold Objectives C. Harvest Objectives D. Divest Objectives Answer: A.Niche Objectives 176. This type of growth refers to concentrating activities on markets and/or products that are familiar: B. Condensive C. Integrative D. Intensive Answer: D.Intensive 177. An organization can offer standard products at acceptable levels of quality, yet still generateabove-average profit margin by adopting _____________ A. Differentiation B. Focus Strategy C. Cost leadership D. Market follower strategy Answer: C.Cost leadership 178. ___________ are about organizations seeking gaps in broad market segments or finding gapsin competitors’ product ranges. B. Differentiation C. Cost leadership D. Focus Strategies Answer: D.Focus Strategies 179. Attack the market and defend the position are the prime strategies pursued by a firm with___________ positioning. A. Market challenger B. Market Leader C. Market Follower D. Market Nicher Answer: B.Market Leader 180. Diversification is best described as which of the following? A. Existing products in new markets B. Existing products in existing markets C. New products for new markets D. New products for existing markets Answer: C.New products for new markets 181. 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: A. Marketing implementation B. Marketing program C. Budgeting D. Marketing Metrics Answer: D.Marketing Metrics 182. 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. A. Mixed-media approaches B. Recency planning C. Pulsing D. Value added packages Answer: D.Value added packages 183. 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 Answer: B.Creative mix 184. In terms of the scope of media-planning activities, which of the following is the purpose ofthe situation analysis? A. To determine what to communicate through ads B. To understand the marketing problem C. To compare and select the best media within broad classes D. To tr Answer: A.To determine what to communicate through ads 185. In terms of message-distribution objectives, which of the following is a definition of reach? A. It refers to a measure of the intensity of a schedule based on repeated exposures to the medium. B. It refers to total size of the audience for a set of ads or an entire campaign. C. It refers to the total number of unique people exposed to a medium during a given period of time. D. It refers to the duration of an advertising message or campaign over a given period of time Answer: C.It refers to the total number of unique people exposed to a medium during a given period of time. 186. _____ measures the intensity of a media schedule, based on repeated exposures to the medium or theprogram. A. Frequency B. Reach C. Rating D. Gross impression Answer: A.Frequency 187. In terms of media planning, which of the following refers to effective reach? A. The duration of an advertising message or campaign over a given period of time B. The average number of times individuals or homes are exposed to the medium C. The total size of the audience for a set of ads or an entire campaign D. A measure of the number or percentage of the audience who receive enough exposures to truly receive the message Answer: D.A measure of the number or percentage of the audience who receive enough exposures to truly receive the message 188. The advertising response curve indicates that: A. Incremental response to advertising diminishes with repeated exposures. B. Audience fragmentation increases effective reach. C. Repeated exposures to ads increase advertising success. D. Probable exposures increase with audience fragmentation. Answer: A.Incremental response to advertising diminishes with repeated exposures. 189. Which of the following refers to spillover media? A. It refers to particular magazines that are chosen according to how well they expose the message to the media audience. B. It refers to the specific types of people the advertiser wants to reach. C. It refers to all communications vehicles available to a marketer. D. It refers to local media that many consumers in a neighboring country inadvertently receive. Answer: D.It refers to local media that many consumers in a neighboring country inadvertently receive. 190. Which of the following is an advantage of using direct mail as a media vehicle? B. Larger than life C. Social Dominance D. Highly Personal Answer: D.Highly Personal 191. _____ 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. A. Blinking B. Flighting C. Pulsing D. Bursting Answer: A.Blinking 192. The merits of newspaper as a medium of advertising are: A. Wide coverage B. Quick response C. Regularity and frequency D. All of the above Answer: D.All of the above 193. The demerits of magazine advertising are A. Selectivity B. Loyalty and prestige C. Inflexibility D. Visual display Answer: C.Inflexibility 194. The merits of radio advertising are A. Human touch B. Not mass coverage C. Not selectivity D. Group Coverage Answer: A.Human touch 195. Media scheduling is a very next managerial task, once the _______ is developed A. Media plan B. Research C. Media mix D. Deep impact Answer: C.Media mix 196. Media literacy means the ability to A. Read and write B. Create professional media C. Understand and use media D. Prepare for a career in media Answer: C.Understand and use media 197. Good media criticism should always A. Reveal negative aspects of media B. Offer analysis based on reason C. Warn us that ads sell us things we don’t need D. Condemn our emotional reactions to media Answer: B.Offer analysis based on reason 198. In media studies “converging” refers to the coming together of A. Two or more people, in public B. Different professional ideas about media C. Computer, telephone, and mass media technologies D. Mass media and mass communication Answer: C.Computer, telephone, and mass media technologies 199. Economies of scale save a company money because they enable the company to A. Make a large variety of products B. Make many copies of a product C. Scale down the size of their products D. Charge higher prices than their competitors Answer: B.Make many copies of a product 200. In terms of media/government relationships in the world today, the media in most countries are A. Government owned and operated B. Privately owned and government controlled C. Privately owned and free from government control D. Mixed in terms of government and private ownership and control Answer: D.Mixed in terms of government and private ownership and control 201. What is ABC? B. American business corporation C. Audit Bureau of circulation D. American blood company Answer: C.Audit Bureau of circulation 202. 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 Answer: A.Newscaster 203. The news of important public events appearing in the front sections of a newspaper, is called: B. Hard-news C. Feature News D. Investigative news Answer: B.Hard-news 204. The famous communication Model SMCRE was devised by: A. Schramm B. Roger C. Lasswell D. Osgood Answer: A.Schramm 205. media aims at reaching target audience . A. large B. small C. limited D. local Answer: A.large 206. UPI is the abbreviation of: A. United Press of India B. United Press of Indonesia C. United Press International D. United pass of India Answer: C.United Press International 207. Communication without words: A. Mass communication B. Visual Communication C. Non-Verbal communication D. Verbal communication Answer: C.Non-Verbal communication 208. OB stands for: A. Outside Broadcast B. Outdoor Broadcast C. Official Beat D. Outside brand Answer: A.Outside Broadcast 209. is a key to continued business success. A. customer satisfaction B. profit C. goodwill D. brand image Answer: A.customer satisfaction 210. —————– 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 Answer: C.Media Planning 211. Every media plan begins with the————– A. media objective B. market analysis C. mediamix D. media strategy Answer: B.market analysis 212. The ————— of target audience help s media planner to understand the media consumption habbits, andaccordingly choose the most appropriate media mix. A. analysis B. identification C. selection D. classification Answer: D.classification 213. —————– describes what you want the media plan to accomplish. A. Media Objective B. Media analysis C. Mediamix D. Media strategy Answer: A.Media Objective 214. —————- refers to the number of people that will be exposed to a media vehicle at least once during a given periodof time. A. Frequency B. Reach C. CPM D. CPP Answer: B.Reach 215. —————refers to the average number of times an individual within target audience is exposed to a media vehicleduring a given period of time. A. Frequency B. Reach C. Continuity D. CPM Answer: A.Frequency 216. An effective media strategy requires a degree of ———– _ A. continuity B. mediamix C. flexibility D. discontinuous Answer: C.flexibility 217. ——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 Answer: D.Media selection 218. The implementation of media plan requires ——- _ A. Media slot B. Mediamix C. Media buying D. Media selection Answer: C.Media buying 219. Media Buying refers to buying —— in the selected media. A. slot B. space C. vehicle D. time and space Answer: D.time and space 220. …………is a way of describing audience based on factors such as age, gender, education level, town class, incomeetc. A. Demographic B. Psycho graphic C. Socio-economic D. D. infographics Answer: A.Demographic 221. ——- is away of describing audience based on the their life style, attitudes, aspirations, habits etc. A. Demographics B. Psycho graphics C. Socio-economic D. Infographics Answer: B.Psycho graphics 222. Media——— is a primary goal of advertising media planning and media buying. A. frequency B. efficiency C. flexibility D. D. reach Answer: B.efficiency 223. Scheduling in —————– can help avoid the irritation factor and can keep an advertising campaign fresher for alonger time. A. continuity B. random C. waves D. avails Answer: C.waves 224. A magazine ————– starts with its circulation and grows as original readers pass an issue along to other readers. A. sub scribe B. reader C. audience D. publisher Answer: C.audience 225. The average magazine draws half of its revenue from ——- and half from circulation. A. Marketing B. Audience C. subscribers D. advertising Answer: D.advertising 226. —– ——-is ahighly negotiable medium when it comes to pricing. B. Radio C. Television D. D. Internet Answer: B.Radio 227. A large amount of ————- advertising is for retailers, local businesses used for promotions. A. newspaper B. magazines C. radio D. television Answer: C.radio 228. The ———- should be the formal summation of the advertising task that the media planner will take on to a solution. B. media expansion C. media buying D. media selling Answer: A.media brief 229. Companies are exploring the ——– for communicating their advertising message because of its several attractivefeatures and advantages. A. television B. newspaper C. .radio D. new media Answer: D.new media 230. The advertising industry is passing through a transition phase with the emergence of the———— media. A. television B. online C. interactive D. information Answer: B.online 231. New media is very cost-effective when compared to the traditional mediaand is highly—————– A. reliable B. requited C. resourceful D. result-oriented Answer: D.result-oriented 232. The ————- is the biggest possible medium and has the quickest and the deepest reach throughout the globe. A. web B. TV C. radio D. outdoor Answer: A.web 233. Digit al technology is changing the way—— relate to products and markets. A. manufactures B. consumer C. dealers D. industry Answer: B.consumer 234. Cyber consumers are not ———- _ A. active B. passive C. homogeneous D. heterogeneous Answer: C.homogeneous 235. Media —————– is a primary goal of advertising media planning and buying. A. flexibility B. expansion C. frequency D. efficiency Answer: D.efficiency 236. Frequency of describes the number of times that your advertisement appears in the media. A. continuity B. exposure C. repetition D. D. insertion Answer: D.D. insertion 237. . Advertising media do not operate in a vacuum: they must be part of the overall and advertising plans. A. marketing B. media C. corporate D. campaign Answer: A.marketing 238. Advertisers use many factors other than the————-in their media analyses and plans. A. activities B. audience C. attributes D. influential Answer: B.audience 239. —— technology is changing the way consumers relate to products and markets. A. Information B. New C. Digital D. Cyber Answer: C.Digital 240. Cyber consumers are not _ A. Heterogeneous B. segmented C. mass D. homogeneous Answer: D.homogeneous 241. e-Tailingwill have to co-exist with ——— retailing. A. e-Commerce B. traditional C. mobile D. integrated Answer: B.traditional 242. ——- 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 Answer: C.Targeting 243. Creating and securing a brand name in the physical world requires extensive marketing.———– A. Research B. strategy C. effort D. media Answer: A.Research 244. CAS stand for A. Conditional access system B. control accounting system C. control adademic system D. conditonal account system Answer: A.Conditional access system 245. TRP stand for A. total ring point B. total rating point C. total rate power D. television rating points Answer: D.television rating points 246. Radio rating services was conductede in A. 2005 B. 2006 C. 2007 D. 2008 Answer: C.2007 247. NTS stand for A. national television study B. north testing system C. national television system D. national technology system Answer: A.national television study 248. Drugs and cosmetics act A. 1940 B. 1960 C. 1950 D. 1890 Answer: A.1940 249. IRS stands for A. Indian readership survey B. Indian record survey C. Indian rate survey D. Indian rating system Answer: A.Indian readership survey 250. ____ Play important role in providing accurate data A. ABC B. BBB C. ACB D. AFC Answer: A.ABC 251. Media planning begins with B. market analysis C. profit D. planning Answer: B.market analysis 252. PCI stands for A. press council of India B. press court of india C. panel court of india D. pass council of india Answer: A.press council of India 253. The PCI established B. 1967 C. 1866 D. 1987 Answer: A.1978 254. Member required for PCI A. 30 B. 28 C. 14 D. 56 Answer: B.28 255. ____ means tools used for advertisement . A. Media B. newspaper C. press D. TV Answer: A.Media 256. The term media is A. plural B. singal C. mix D. third Answer: A.plural 257. ORG stands for A. operations research group B. organization rate gruop C. operating rate group D. open rate group Answer: A.operations research group 258. ICS stands for A. international clipping services B. India council stand C. India court stands D. India clipping stands Answer: A.international clipping services 259. Media ________ selects the best combination of media vehicles. A. budgeting B. strategy C. mix D. none Answer: C.mix 260. There is no ______ on TV viewing time at home . A. restriction B. limit C. constraints D. none Answer: C.constraints 261. _____ Ads have short media life . A. display B. TV C. Magazine D. none Answer: B.TV 262. _________ are owned media. A. websites B. cinema C. newspapers D. none Answer: A.websites 263. ________ size compare various media classes . A. budget B. Campaign C. audience D. none Answer: C.audience 264. Media vehicle is a ______ program. A. complex B. single C. based D. Easy Answer: B.single 265. Newspapers are ______ A. read B. seen C. scanned D. none Answer: B.seen 266. media is a most powerful tool of ______ A. profit B. sales C. communication D. none Answer: C.communication 267. post buy deals with the question of ______ A. performance B. result C. accountability D. none Answer: C.accountability 268. TV viewership in india has _____ A. increased B. decreased C. multiplied D. none Answer: C.multiplied 269. Costly brand enjoy higher _____ A. visibility B. profit C. sales D. none Answer: A.visibility 270. CARD rates are _____- A. uniform B. non uniform C. fixed D. Same Answer: B.non uniform 271. _________ use external external comparison . A. traffic B. print C. benchmarking D. xerox Answer: C.benchmarking 272. Solus readers are ______ to the publication . A. loyal B. disloyal C. indifferent D. different Answer: A.loyal 273. Reach of newspaper is seen through _____ A. readership B. distribution C. discounted D. circulation Answer: D.circulation 274. _______ tell us about domination of time slot A. shares B. profit C. loass D. debenture Answer: A.shares 275. Newspaper readership is A. compulsion B. habitual C. interest D. fixed Answer: A.compulsion 276. Media strategy is based upon market _____. B. Persuasion C. Interaction D. Action Answer: A.Coverage 277. The _____ measures the sales strength of a brand in a particular area. A. Brand Development Index B. Broad Development Index C. Bran D. Developed Index Answer: A.Brand Development Index 278. _____ advertising is a type of online advertising that comes in several forms including banner ads, rich media and more. B. Indoor C. Primary D. Secondary Answer: A.Display 279. The word Media came from the Latin word _____. A. Middle B. Media C. Medium D. Mix Answer: A.Middle 280. Currently ads are regulated by a non-statutory body _____. A. Advertising Standards Council of India B. Advertising Service Council of India C. Advertising Standar D. Corporation of India Answer: A.Advertising Standards Council of India 281. _____ is a publication that mostly covers one main topic. A. Newsletter B. Newspaper C. Magazine D. Letter Answer: A.Newsletter 282. Television has been used as an advertising medium nearly since the day the device was introduced at the New York World’s Fair in _____. A. 1939 B. 1940 C. 1942 D. 1950 Answer: A.1939 283. _____ refers to specific methods of media used by companies to deliver advertising messages to targeted customers. A. Media vehicle B. Media mix C. Media methodology D. media Answer: A.Media vehicle 284. . _________ use external external comparison . A. traffic B. print C. benchmarking D. xerox Answer: C.benchmarking 285. Cable Television Amendment Bill _____ mandates digitization of TV broadcasts pan India by 2014. A. 2011 B. 2012 C. 2013 D. 2014 Answer: A.2011 286. In _____ advertising messages are provided either with or without the consent of the mobile owner. A. Push B. Pull C. Broad D. UP Answer: A.Push 287. ______________, in advertising, is a series of decisions involving the delivery of message to the targetedaudience. A. Market Analysis B. Media Objective C. Media Planning D. Media Strategy Answer: C.Media Planning 288. The ______________ of target audience helps media planner to understand the media consumptionhabit, and accordingly choose the most appropriate media mix. A. analysis B. identification C. selection D. classification Answer: D.classification 289. A magazines___________ starts with its circulation and grows as original readers pass an issuealong to other readers. A. subscribe B. reader C. audience D. publisher Answer: C.audience 290. The ______________ should be the formal summation of the advertising task that the media plannerwill take on to a solution. B. media expansion C. media buying D. media selling Answer: A.media brief 291. The ______________ is the biggest possible medium and has the quickest and the deepest reachthroughout the globe. A. web B. TV C. radio D. outdoor Answer: A.web 292. The challenge of media planning is becoming greater because the number of ways to send brandmessages is ______________. A. decreasing B. complicated C. increasing D. competitive Answer: C.increasing 293. In India media buyers and advertisers go mostly by______________ data to gauge which websites toinclude in their media plan. A. com score B. URL C. page views D. click Answer: A.com score 294. ___________ has been the first to launch an innovative media buying / selling technique, through itslastminute inventory.com, which auctions unsold media space online. A. Madison media B. Mudra Max C. Dentsu India D. JWT India Answer: C.Dentsu India 295. ______________ have different expectations and different relationships with companies from whichthey purchase products and services. A. Hetrogenous Consumers B. Homogenous Consumers C. Cyber Consumers D. Diverse Consumers Answer: C.Cyber Consumers 296. Pulsing is a scheduling strategy that provides a floor of media support throughout the year andperiodic______________. A. increases B. decreases C. intervention D. timing Answer: A.increases 297. Media scheduling and the development of creative materials must be integrated so that a company doesnot miss opportunities for reaching the right ______________ , at the right time, in dynamic ways. A. manufactures B. customers C. audience D. individuals Answer: C.audience 298. We know that media is reaching more people but there are smaller audience in each channel becausethere are so many___________. A. tradition B. fragmentation C. identification D. seggregation Answer: B.fragmentation 299. 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 Answer: A.traditional 300. A type of publication whereby the content is primarily focused on one particular type of Business orIndustry is called as A. Horizontal Publication B. Parallel Publication C. Trade Publication D. Yellow Publication Answer: C.Trade Publication 301. A statement about what an organization wants to become, which sets out an organization’s future, isreferred to as: B. Mission C. Organizational Goals D. Vision Answer: D.Vision 302. In SWOT analysis, situations where organizations are able to convert weaknesses into strengths andthreats into opportunities, these are called: A. Strategic windows B. Strategic leverage C. Conversion strategies D. Vulnerability Answer: C.Conversion strategies 303. This is something that at some time in the future may destabilize and/or reduce the potentialperformance of the organization: B. Strength C. Weakness D. Opportunities Answer: A.Threat 304. These objectives are often the most suitable when firms operate in a market dominated by a majorcompetitor and where their financial resources are limited: A. Niche Objectives B. Hold Objectives C. Harvest Objectives D. Divest Objectives Answer: A.Niche Objectives 305. An organization can offer standard products at acceptable levels of quality, yet still generate aboveaverage profit margin by adopting _____________ A. Differentiation B. Focus Strategy C. Cost leadership D. Market follower strategy Answer: C.Cost leadership 306. 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 Answer: B.Creative mix 307. _____ refers to a method for scheduling media in which the airwaves (both cable and network TVchannels) are flooded to make it virtually impossible to miss the ads. A. Blinking B. Flighting C. Pulsing D. Bursting Answer: A.Blinking Media Planning Objective Questions with Answers Quiz Test Pdf Download |
What should be the formal summation of the advertising task that the media planner will take on to a solution?
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