Tentamen (uitwerkingen)

Testbank of marketing communications

0 keer verkocht

Vak
Communications

Instelling
Communications

Chapter 8 Traditional Media Channels 1) M & M's primary spokespersons are animated figures. Answer: TRUE Diff: 1 Page Ref: 208 2) A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign. Answer: TRUE Diff: 1 Page Ref: 210 Objective: 8-1 3)...

[Meer zien]

Voorbeeld 4 van de 41 pagina's

Bekijk voorbeeld

Geupload op 2 september 2024
Aantal pagina's 41
Geschreven in 2024/2025
Type Tentamen (uitwerkingen)
Bevat Vragen en antwoorden

chapter 8 traditional media channels 1 m ms pr
testbank of marketing communications

Instelling Communications
Vak Communications

Volgen

Onlystudents

Lid sinds 2 jaar 94 documenten verkocht

€7,84

In winkelwagen

Op verlanglijstje

100% tevredenheidsgarantie
Direct beschikbaar na je betaling
Lees online óf als PDF
Geen vaste maandelijkse kosten

lOMoARcPSD|440 102 31

Chapter 8 Traditional Media Channels

1) M & M's primary spokespersons are animated figures.
Answer: TRUE
Diff: 1 Page Ref: 208

2) A media strategy is the process of analyzing and choosing media for an advertising and
promotions campaign.
Answer: TRUE
Diff: 1 Page Ref: 210
Objective: 8-1

3) A radio listener usually tunes into only three of the many stations that are available in a given
area.
Answer: TRUE
Diff: 3 Page Ref: 211
Objective: 8-1

4) Client budgets for advertising have not kept up with inflation.
Answer: TRUE
Diff: 2 Page Ref: 211
Objective: 8-1

5) Account executives and media buyers face stronger demands for results and accountability for
expenditures on advertising.
Answer: TRUE
Diff: 2 Page Ref: 211
Objective: 8-1

6) Media planning begins with a careful analysis of the competition.
Answer: FALSE
Diff: 2 Page Ref: 211
Objective: 8-1

7) A marketing analysis is a comprehensive review of a company's fundamental marketing
program.
Answer: TRUE
Diff: 2 Page Ref: 211
Objective: 8-1

8) An advertising analysis is a comprehensive review of a company's fundamental marketing
program.
Answer: FALSE
Diff: 2 Page Ref: 211
Objective: 8-1

1
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Downloaded by Paul Mwangi ()

, lOMoARcPSD|440 102 31

9) The media strategy, media schedule, justification, and summary are components of a media
planning strategy.
Answer: TRUE
Diff: 2 Page Ref: 211
Objective: 8-1

10) A media planner formulates a media program stating where and when to place
advertisements.
Answer: TRUE
Diff: 1 Page Ref: 212
Objective: 8-2

11) Part of a media planner's job is to gather facts about various media.
Answer: TRUE
Diff: 2 Page Ref: 212
Objective: 8-2

12) Power has shifted recently and more power is now held by the creative side of the agency
than by the media planning and buying side of the agency.
Answer: FALSE
Diff: 3 Page Ref: 212
Objective: 8-2

13) Media planning now drives much of the strategic planning process as advertising and
marketing campaigns are developed.
Answer: TRUE
Diff: 2 Page Ref: 212
Objective: 8-2

14) A media buyer's job is to purchase space as well as to negotiate rates, times, and schedules
for ads.
Answer: TRUE
Diff: 1 Page Ref: 213
Objective: 8-2

15) The person who buys space and also negotiates rates, times, and schedules for ads is
normally the creative.
Answer: FALSE
Diff: 1 Page Ref: 213
Objective: 8-2

16) The size of the advertising agency or media buying firm has an impact on the rates that a
company will pay for media time and space.
Answer: FALSE
Diff: 2 Page Ref: 213
Objective: 8-2

2
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Downloaded by Paul Mwangi ()

, lOMoARcPSD|440 102 31

17) A spot ad is an advertisement that is placed in a specific spot in the ad rotation in an ad
series.
Answer: FALSE
Diff: 2 Page Ref: 213
Objective: 8-3

18) Reach is the number of people, households, or businesses in a target market that are exposed
to a message at least once during a given time period.
Answer: TRUE
Diff: 1 Page Ref: 213
Objective: 8-3

19) Frequency is the average number of times an individual, household, or business in a target
market is exposed to a message during a given time period.
Answer: TRUE
Diff: 1 Page Ref: 214
Objective: 8-3

20) In terms of reach and frequency, the time period usually used for measurement purposes is
four months.
Answer: FALSE
Diff: 2 Page Ref: 214
Objective: 8-3

21) Ads placed on CSI Miami each week for three months offer the opportunity for greater
frequency as compared to placing an advertisement on the Super Bowl.
Answer: TRUE
Diff: 3 Page Ref: 214
Skill: AACSB: Reflective thinking
Objective: 8-3

22) Reach and frequency are, in essence, the same thing, because they show how many people
saw an advertisement over a given time period.
Answer: FALSE
Diff: 2 Page Ref: 214
Objective: 8-3

23) Effective frequency measures of the impact or intensity of a media plan.
Answer: FALSE
Diff: 2 Page Ref: 214
Objective: 8-3

3
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Downloaded by Paul Mwangi ()

, lOMoARcPSD|440 102 31

24) The number of cumulative exposures achieved in given time period is called opportunities to
see (OTS).
Answer: TRUE
Diff: 2 Page Ref: 214
Objective: 8-3

25) If three advertisements are placed on a weekly television show for six weeks, the number of
OTS is 18.
Answer: TRUE
Diff: 3 Page Ref: 214
Objective: 8-3

26) Gross rating points are a measure of the impact or intensity of a media plan.
Answer: TRUE
Diff: 2 Page Ref: 214
Objective: 8-3

27) Gross rating points are measured by multiplying ratings times frequency.
Answer: FALSE
Diff: 2 Page Ref: 214
Objective: 8-3

28) CPM (cost per thousand) measures the length of time an advertisement runs.
Answer: FALSE
Diff: 1 Page Ref: 214
Objective: 8-3

29) If it costs $300,000 to place an advertisement on a television show that has an audience of
15,000,000, then the CPM (cost per thousand) would be $20.00.
Answer: TRUE
Diff: 3 Page Ref: 214
Skill: AACSB: Analytical
Objective: 8-3

30) CPRP stands for cost per rating point, which is a relative measure of the efficiency of a
media vehicle relative to a firm's target market.
Answer: TRUE
Diff: 3 Page Ref: 215
Objective: 8-3

31) Rating points are a measure of the impact or intensity of a media plan.
Answer: FALSE
Diff: 2 Page Ref: 215
Objective: 8-3

4
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Downloaded by Paul Mwangi ()

Dit zijn jouw voordelen als je samenvattingen koopt bij Stuvia:

Bewezen kwaliteit door reviews

Studenten hebben al meer dan 850.000 samenvattingen beoordeeld. Zo weet jij zeker dat je de beste keuze maakt!

In een paar klikken geregeld

Geen gedoe — betaal gewoon eenmalig met iDeal, creditcard of je Stuvia-tegoed en je bent klaar. Geen abonnement nodig.

Direct to-the-point

Studenten maken samenvattingen voor studenten. Dat betekent: actuele inhoud waar jij écht wat aan hebt. Geen overbodige details!

Veelgestelde vragen

Wat krijg ik als ik dit document koop?

Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.

Tevredenheidsgarantie: hoe werkt dat?

Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.

Van wie koop ik deze samenvatting?

Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper Onlystudents. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €7,84. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 68175 samenvattingen verkocht

Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen

Begin nu gratis

Tentamen (uitwerkingen)

Testbank of marketing communications

Document informatie

Onderwerpen

Geschreven voor

Verkoper

Ontvangen beoordelingen

Voorbeeld van de inhoud