ARE 136 Ch. 12 Questions and Answers Complete
There is measured and unmeasured media.
a. True
b. False
True
With the merger of movies, music, gaming, and other entertainment, media
planning no longer involves numbers, schedules, and deadlines.
a. True
b. False
False
A media class refers to a broader category of media than a media vehicle.
a. True
b. False
True
Market and advertising research determines that certain media options hold the
highest potential for shaping the consumer behavior of the target audience.
a. True
b. False
True
In a real world scenario, the overall development of the advertising plan takes
place before the media planning process.
a. True
b. False
True
Geo-targeting is defined as the expansion of media placement beyond certain
regions or national borders and into diverse cultures and global markets.
a. True
b. False
False
The number of people or households that will be exposed to a media vehicle at
least one time during a particular period is referred to as reach.
a. True
b. False
True
Media vehicles with broad reach are ideal for consumer convenience goods, such
as toothpaste and cold remedies.
a. True
,b. False
True
Television and digital media overall have good reach.
a. True
b. False
True
In the context of audience exposure to a media vehicle, increasing the frequency
of exposures results in an increased reach of the target audience.
a. True
b. False
False
Message impressions are the opposite of exposures to the ads themselves.
a. True
b. False
False
A media planner can mix traditional and digital/social media.
a. True
b. False
True
A retailer selling books runs its print ads in a newspaper during the first week of
October, the first week of November, and the week of Thanksgiving. The retailer
is using a between-vehicle media strategy.
a. True
b. False
False
The financial advantages of flighting are that discounts might be gained by
concentrating media buys in larger blocks.
a. True
b. False
True
The forgetting function explains that people's forgetting is fairly predictable.
a. True
b. False
True
CPM (cost per million) is a measure of the dollar cost of reaching a million
audience members with a particular medium.
a. True
, b. False
False
In pull media, the consumer goes looking for the advertiser or advertising.
a. True
b. False
True
A 30-second television ad is an example of pull media.
a. True
b. False
False
In social media, the brand-consumer relationship is the only important
relationship.
a. True
b. False
False
Product placement is the most expensive and compelling approach for clients
seeking branded entertainment opportunities.
a. True
b. False
False
Advertisers calculate the level of brand conversations on the Internet and social
media.
a. True
b. False
True
Smart brands focus on the synergy of traditional media advertising and social
media interactions.
a. True
b. False
True
Creating a visual representation of the media schedule or plan gives an advertiser
tangible documentation of the overall media plan.
a. True
b. False
True
Media buying has become more automatic, or programmatic.
a. True
There is measured and unmeasured media.
a. True
b. False
True
With the merger of movies, music, gaming, and other entertainment, media
planning no longer involves numbers, schedules, and deadlines.
a. True
b. False
False
A media class refers to a broader category of media than a media vehicle.
a. True
b. False
True
Market and advertising research determines that certain media options hold the
highest potential for shaping the consumer behavior of the target audience.
a. True
b. False
True
In a real world scenario, the overall development of the advertising plan takes
place before the media planning process.
a. True
b. False
True
Geo-targeting is defined as the expansion of media placement beyond certain
regions or national borders and into diverse cultures and global markets.
a. True
b. False
False
The number of people or households that will be exposed to a media vehicle at
least one time during a particular period is referred to as reach.
a. True
b. False
True
Media vehicles with broad reach are ideal for consumer convenience goods, such
as toothpaste and cold remedies.
a. True
,b. False
True
Television and digital media overall have good reach.
a. True
b. False
True
In the context of audience exposure to a media vehicle, increasing the frequency
of exposures results in an increased reach of the target audience.
a. True
b. False
False
Message impressions are the opposite of exposures to the ads themselves.
a. True
b. False
False
A media planner can mix traditional and digital/social media.
a. True
b. False
True
A retailer selling books runs its print ads in a newspaper during the first week of
October, the first week of November, and the week of Thanksgiving. The retailer
is using a between-vehicle media strategy.
a. True
b. False
False
The financial advantages of flighting are that discounts might be gained by
concentrating media buys in larger blocks.
a. True
b. False
True
The forgetting function explains that people's forgetting is fairly predictable.
a. True
b. False
True
CPM (cost per million) is a measure of the dollar cost of reaching a million
audience members with a particular medium.
a. True
, b. False
False
In pull media, the consumer goes looking for the advertiser or advertising.
a. True
b. False
True
A 30-second television ad is an example of pull media.
a. True
b. False
False
In social media, the brand-consumer relationship is the only important
relationship.
a. True
b. False
False
Product placement is the most expensive and compelling approach for clients
seeking branded entertainment opportunities.
a. True
b. False
False
Advertisers calculate the level of brand conversations on the Internet and social
media.
a. True
b. False
True
Smart brands focus on the synergy of traditional media advertising and social
media interactions.
a. True
b. False
True
Creating a visual representation of the media schedule or plan gives an advertiser
tangible documentation of the overall media plan.
a. True
b. False
True
Media buying has become more automatic, or programmatic.
a. True
