MKT 571 FINAL EXAM 2023 WINTER SESSION NEW
EXAM VERSION 1 (COMPLETE WITH SOLUTIONS)
1. (p. 328) The primary objective of _____ is to develop a framework that will deliver
the message to the target audience in the most efficient cost-effective manner
possible.
A. media planning
B. market segmentation
C. target marketing
D. organizational planning
E. a communication hierarchy - ANSWER: A
2. (p. 329) The media plan is a guide for:
A. development of specific creative objectives.
B. media selection.
C. sales and marketing forecasts and potentials.
D. marketing research activities.
E. observation studies. - ANSWER: B
3. (p. 329) _____ is the series of decisions involved in delivering the promotional
message to the prospective purchasers and/or users of the product or brand.
A. Creative strategies
B. Media Planning
C. Distribution strategy
D. Media vehicles
E. Program rating - ANSWER: B
4. (p. 329) _____ are plans of action designed to obtain specific media objectives.
A. Sweeps periods
B. Programs ratings
C. Media strategies
D. Media vehicles
E. Recency planning - ANSWER: c
5. (p. 329) The _____ is the general category of available delivery systems, which
includes broadcast media, print media, direct marketing, outdoor advertising, and
other support media.
A. media vehicle
B. reach
C. distribution channel
D. medium
E. needledrop - ANSWER: D
6. (p. 329) The _____ is a specific carrier within a medium category.
A. retailer
B. wholesaler
, C. distribution channel
D. media
E. media vehicle - ANSWER: E
7. (p. 329) USA Today, Sports Illustrated, and Tonight Show with Jay Leno are all
examples of:
A. media strategies.
B. media that have sweeps periods.
C. media vehicles.
D. communications decoders.
E. physical distribution channels. - ANSWER: C
8. (p. 329) Which of the following is an example of a media vehicle?
A. Television
B. America's Next Top Model Show
C. Radio Jockey
D. Newspaper
E. Outdoor advertising - ANSWER: B
9. (p. 329) _____ is the measure of the number of different audience members
exposed at least once to a media vehicle.
A. Frequency
B. Reach
C. Viewer number
D. Coverage
E. Exposure - ANSWER: B
10. (p. 329) _____ refers to the potential audience that might receive the message
through a vehicle.
A. Frequency
B. Reach
C. Viewer number
D. Coverage
E. Exposure - ANSWER: D
11. (p. 329) _____ is the number of times a receiver is exposed to a message in a
given time period.
A. Potency
B. Reach
C. Coverage
D. Frequency
E. Mediatronics - ANSWER: d
12. (p. 331) The _____ determines the best way to get the advertiser's message to
the market.
A. distribution plan
B. coverage
EXAM VERSION 1 (COMPLETE WITH SOLUTIONS)
1. (p. 328) The primary objective of _____ is to develop a framework that will deliver
the message to the target audience in the most efficient cost-effective manner
possible.
A. media planning
B. market segmentation
C. target marketing
D. organizational planning
E. a communication hierarchy - ANSWER: A
2. (p. 329) The media plan is a guide for:
A. development of specific creative objectives.
B. media selection.
C. sales and marketing forecasts and potentials.
D. marketing research activities.
E. observation studies. - ANSWER: B
3. (p. 329) _____ is the series of decisions involved in delivering the promotional
message to the prospective purchasers and/or users of the product or brand.
A. Creative strategies
B. Media Planning
C. Distribution strategy
D. Media vehicles
E. Program rating - ANSWER: B
4. (p. 329) _____ are plans of action designed to obtain specific media objectives.
A. Sweeps periods
B. Programs ratings
C. Media strategies
D. Media vehicles
E. Recency planning - ANSWER: c
5. (p. 329) The _____ is the general category of available delivery systems, which
includes broadcast media, print media, direct marketing, outdoor advertising, and
other support media.
A. media vehicle
B. reach
C. distribution channel
D. medium
E. needledrop - ANSWER: D
6. (p. 329) The _____ is a specific carrier within a medium category.
A. retailer
B. wholesaler
, C. distribution channel
D. media
E. media vehicle - ANSWER: E
7. (p. 329) USA Today, Sports Illustrated, and Tonight Show with Jay Leno are all
examples of:
A. media strategies.
B. media that have sweeps periods.
C. media vehicles.
D. communications decoders.
E. physical distribution channels. - ANSWER: C
8. (p. 329) Which of the following is an example of a media vehicle?
A. Television
B. America's Next Top Model Show
C. Radio Jockey
D. Newspaper
E. Outdoor advertising - ANSWER: B
9. (p. 329) _____ is the measure of the number of different audience members
exposed at least once to a media vehicle.
A. Frequency
B. Reach
C. Viewer number
D. Coverage
E. Exposure - ANSWER: B
10. (p. 329) _____ refers to the potential audience that might receive the message
through a vehicle.
A. Frequency
B. Reach
C. Viewer number
D. Coverage
E. Exposure - ANSWER: D
11. (p. 329) _____ is the number of times a receiver is exposed to a message in a
given time period.
A. Potency
B. Reach
C. Coverage
D. Frequency
E. Mediatronics - ANSWER: d
12. (p. 331) The _____ determines the best way to get the advertiser's message to
the market.
A. distribution plan
B. coverage
