CAA: QUESTIONS AND ANSWERS, LATEST UPDATE. ALREADY GRADED
A+
Which of the following groups of people are NOT involved in the development of an advertiser's
media plan?
A) agency's media department
B) agency's account and creative teams
C) marketer's brand management group
D) media buying companies
E) advertiser's operations staff
E
The period of time during which there is no advertising during a flighting schedule is called a
________.
A) flight
B) pulse
C) down time
D) carryover
E) hiatus
E
Which of the following refers to information such as demographic profiles of current customers,
response to previous promotions, product sales and distribution patterns, and the budget of how
much can be spent on media?
A) client information
B) market research
C) competitive advertising
D) consumer information
E) media information
A
3) A valuable tool for media planners, ________ is provided by companies such as MRI and is uganized
by product category and cross-tabulated by audience groups and theirsually or consumption patterns.
A) client information
B) market research
C) competitive advertising
D) media usage profiles
E) media coverage area
B
Which of the following is a standard research display format that allows multiple variables of
related data to be grouped together?
A) CrossTab
B) CrossRelate
,C) Multivariate
D) Univariate
E) CrossIndex
A
5) Which concept refers to marketers tracking how much competing brands spend on media
compared to how much they are spending on their particular brand?
A) share of market
B) share of voice
C) share of media
D) share of spending
E) share of category
B
One type of media-related information about markets is the broadcast coverage area for
television, which is called a(n) ________ and is referred to by the name of the largest city in the
area.
A) metropolitan statistical area (MSA)
B) area of influence (AOI)
C) designated marketing area (DMA)
D) metropolitan marketing area (MMA)
E) designated commerce area (DCA)
C
A designated marketing area (DMA) assignment is based on ________.
A) the population of the surrounding area
B) the number of television stations in the area
C) the number of broadcast media outlets available
D) how many households have cable or satellite television
E) which city provides the majority of the households' TV programming
E
Which of the following is a written document that summarizes the objectives and strategies
that guide how media dollars will be spent?
A) corporate plan
B) marketing plan
C) advertising plan
D) media plan
E) message plan
D
When developing a media plan, a planner considers ________, which include exposure to
traditional mass media, word of mouth, place-based media, in-store brand exposures, and
interactive media.
, A) contact points
B) gross rating points
C) aperture points
D) impression points
E) rating points
A
________ media are chosen based on metrics such as GRPs and CPMs, while new media
depends more on factors like brand experience, involvement, and personal impact.
A) Independent
B) Social
C) Measured
D) Analog
E) Digital
C
________ media are chosen based on metrics such as GRPs and CPMs, while new media
depends more on factors like brand experience, involvement, and personal impact.
A) Independent
B) Social
C) Measured
D) Analog
E) Digital
D
________ describe what a company wants to accomplish regarding the delivery of its brand
messages and their impact on the target audience.
A) Reach objectives
B) Media objectives
C) Frequency objectives
D) Measured media
E) Average frequencies
B
Which concept describes the percent of people exposed to a brand message one or more
times within a specified period of time?
A) reach
B) frequency
C) continuity
D) impression
E) target
A
A+
Which of the following groups of people are NOT involved in the development of an advertiser's
media plan?
A) agency's media department
B) agency's account and creative teams
C) marketer's brand management group
D) media buying companies
E) advertiser's operations staff
E
The period of time during which there is no advertising during a flighting schedule is called a
________.
A) flight
B) pulse
C) down time
D) carryover
E) hiatus
E
Which of the following refers to information such as demographic profiles of current customers,
response to previous promotions, product sales and distribution patterns, and the budget of how
much can be spent on media?
A) client information
B) market research
C) competitive advertising
D) consumer information
E) media information
A
3) A valuable tool for media planners, ________ is provided by companies such as MRI and is uganized
by product category and cross-tabulated by audience groups and theirsually or consumption patterns.
A) client information
B) market research
C) competitive advertising
D) media usage profiles
E) media coverage area
B
Which of the following is a standard research display format that allows multiple variables of
related data to be grouped together?
A) CrossTab
B) CrossRelate
,C) Multivariate
D) Univariate
E) CrossIndex
A
5) Which concept refers to marketers tracking how much competing brands spend on media
compared to how much they are spending on their particular brand?
A) share of market
B) share of voice
C) share of media
D) share of spending
E) share of category
B
One type of media-related information about markets is the broadcast coverage area for
television, which is called a(n) ________ and is referred to by the name of the largest city in the
area.
A) metropolitan statistical area (MSA)
B) area of influence (AOI)
C) designated marketing area (DMA)
D) metropolitan marketing area (MMA)
E) designated commerce area (DCA)
C
A designated marketing area (DMA) assignment is based on ________.
A) the population of the surrounding area
B) the number of television stations in the area
C) the number of broadcast media outlets available
D) how many households have cable or satellite television
E) which city provides the majority of the households' TV programming
E
Which of the following is a written document that summarizes the objectives and strategies
that guide how media dollars will be spent?
A) corporate plan
B) marketing plan
C) advertising plan
D) media plan
E) message plan
D
When developing a media plan, a planner considers ________, which include exposure to
traditional mass media, word of mouth, place-based media, in-store brand exposures, and
interactive media.
, A) contact points
B) gross rating points
C) aperture points
D) impression points
E) rating points
A
________ media are chosen based on metrics such as GRPs and CPMs, while new media
depends more on factors like brand experience, involvement, and personal impact.
A) Independent
B) Social
C) Measured
D) Analog
E) Digital
C
________ media are chosen based on metrics such as GRPs and CPMs, while new media
depends more on factors like brand experience, involvement, and personal impact.
A) Independent
B) Social
C) Measured
D) Analog
E) Digital
D
________ describe what a company wants to accomplish regarding the delivery of its brand
messages and their impact on the target audience.
A) Reach objectives
B) Media objectives
C) Frequency objectives
D) Measured media
E) Average frequencies
B
Which concept describes the percent of people exposed to a brand message one or more
times within a specified period of time?
A) reach
B) frequency
C) continuity
D) impression
E) target
A
