Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)
Chapter 7 Traditional Media Channels
1) A media strategy is the process of:
A) investigating the media usage of a product’s target market.
B) analyzing and choosing media for an advertising and promotions campaign.
C) selecting the outlets of each media that will be used for an advertising campaign.
D) choosing the proper appeal, message, strategy, and execution.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-1
2) Successful marketing involves identifying target markets and the right media to reach the
members of those markets.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-1
3) A media strategy is the process of analyzing and choosing media for an advertising and
promotions campaign.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-1
4) Client budgets for advertising have exceeded the increase in the costs of advertising time and
space.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-1
5) Account executives and media buyers face stronger demands for results and accountability for
expenditures on advertising.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-1
1
6) Identify the components of a media plan.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-1
7) Describe the roles of the media planner and the media buyer.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-1
8) The part of the media plan that reviews the fundamental marketing program is a(n):
A) marketing analysis.
B) advertising analysis.
C) media strategy.
D) media mix.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
9) The part of the media plan that spells out the media to be used and creative considerations is
the:
A) marketing analysis.
B) advertising analysis.
C) media strategy.
D) media mix.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
2
10) The part of the media plan that notes when and where ads will appear is the:
A) marketing analysis.
B) advertising analysis.
C) media strategy.
D) media schedule.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
11) The part of the media plan that states measures of goal achievements and the rationale for
choices is the:
A) marketing analysis.
B) advertising analysis.
C) media strategy.
D) justification and summary.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
12) The ________ formulates a plan as to where and when ads should run.
A) creative
B) media planner
C) media buyer
D) client
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
13) The issue of accountability for advertising results combined with the need to create a “return
on investment” of marketing dollars had led to an increase in power to the:
A) creative side of the agency.
B) account side of the agency.
C) media planning and buying side of agencies.
D) client.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
3
14) Conducting research that matches the product to the media and the target market is the
primary task of the:
A) creative.
B) media planner.
C) media buyer.
D) client company.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
15) Declining sales led the producers of S.O.S. scrubbing pads to advertise in women’s
magazines. The person most likely to provide this suggestion would be the:
A) creative.
B) media planner.
C) media buyer.
D) client.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 7-2
16) The individual that negotiates rates for out-of-home space and in magazine ads is the:
A) creative.
B) media planner.
C) media buyer.
D) client.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
17) What is the relationship between the size of an ad agency and the price it pays for spots on
television or radio?
A) The bigger the company, the more that will be paid for advertising.
B) The bigger the company, the less that will be paid for advertising.
C) Medium-sized companies get the best deal.
D) There is no consistent relationship.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
4
18) Effectiveness in buying media time and space is dependent on each of the following factors
except:
A) agency culture and track record.
B) relationship between the agency and the medium’s sales representative.
C) size of the agency.
D) creativity of the media buyer.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
19) A spot ad is:
A) a one-time placement of an ad on a local television station.
B) one that is placed in a specific location in an ad sequence.
C) the placement of an ad series on a specific television show.
D) a one-time placement of an ad in a magazine or other print media.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
20) Media planning begins with a careful analysis of the competition.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
21) A marketing analysis is a comprehensive review of a company’s advertising campaigns.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
22) An advertising analysis is a comprehensive review of a company’s fundamental marketing
program.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
5
23) A media strategy, media schedule, justification, and summary are components of a media
planning strategy.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
24) A media buyer formulates a media program stating where and when to place advertisements.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
25) Part of a media planner’s job is to gather facts about various media.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
26) Power has recently shifted and creatives now hold more power than media planners and
buyers in many advertising agencies.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 7-2
27) Media planning now drives much of the strategic planning process as advertising and
marketing campaigns are developed.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
28) A media planner’s job is to purchase space as well as to negotiate rates, times, and schedules
for ads.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
6
29) The person who buys space and also negotiates rates, times, and schedules for ads is
normally the creative.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
30) The size of an advertising agency or media buying firm has an impact on the rates that a
company will pay for media time and space.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 7-2
31) A spot ad is an advertisement that is placed in a specific spot in the ad rotation in an ad
series.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-2
32) Which of the following measures the number of people, households, or businesses in a target
market who are exposed to a media vehicle or message schedule at least once during a given
time period?
A) Reach
B) Frequency
C) Demographics
D) Impressions
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-3
7
33) Reach measures the number of:
A) people, households, or businesses who are exposed to a media vehicle or message schedule at
least once during a given time period.
B) people who place a particular brand into their evoked sets.
C) people who purchase a product in a given time period.
D) people who use a certain medium in a four week time period.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-3
34) In terms of measuring reach and frequency, the typical time period is ________ week(s).
A) one
B) four
C) eight
D) ten
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-3
35) Which of the following measures the average number of times an individual, household, or
business in a target market is exposed to an advertisement during a specific time period?
A) Reach
B) Frequency
C) Demographics
D) Impressions
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-3
36) Frequency is the:
A) number of people, households, or businesses who are exposed to a media vehicle or message
schedule at least once during a given time period.
B) number of people who place a particular brand into their evoked sets.
C) number of people who purchase the product.
D) average number of times an individual, household, or business in a target market is exposed
to an advertisement during a specific time period.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-3
8
37) Among the following ad campaigns, frequency would be highest for ________ second
television spots.
A) six 15
B) one 45
C) five 30
D) four 15
Question Tag: Application
AACSB Category: Analytical thinking
Objective: 7-3
38) A company seeking to build brand awareness through repeated exposures of the same ads is
using high:
A) frequency.
B) continuity.
C) exposure.
D) reach.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 7-3
39) OTS stands for:
A) outstanding test series.
B) overview of theory sequence.
C) opportunity to see.
D) oldest time score.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-3
40) Which of the following is the most commonly used measure in media planning?
A) Reach
B) Opportunity to see (OTS)
C) Gross rating points (GRP)
D) Cost per thousand (CPM)
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-3
9
41) If an advertisement is placed in three different places in Glamour magazine and then runs for
five issues, the number of opportunities to see would be:
A) 3
B) 5
C) 15
D) depends on the gross rating points for Glamour
Question Tag: Critical Thinking
AACSB Category: Analytical thinking
Objective: 7-3
42) The cumulative exposures achieved in a given time period is called:
A) cost per thousand (CPM).
B) gross rating points (GRP).
C) opportunities to see (OTS).
D) reach and frequency.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-3
43) A measure of the impact or intensity of a media plan is:
A) cost per thousand (CPM).
B) gross rating points (GRP).
C) opportunities to see (OTS).
D) reach and frequency.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-3
44) Multiplying a vehicle’s rating times the number of insertions for an advertisement calculates
the:
A) cost per thousand.
B) gross rating points.
C) opportunities to see.
D) reach and frequency.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 7-3
10