There is measured and unmeasured media.
a. True
b. False Ans- True
With the merger of movies, music, gaming, and other entertainment, media planning no
longer involves numbers, schedules, and deadlines.
a. True
b. False Ans- False
A media class refers to a broader category of media than a media vehicle.
a. True
b. False Ans- 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 Ans- True
In a real world scenario, the overall development of the advertising plan takes place
before the media planning process.
a. True
b. False Ans- 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 Ans- 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 Ans- True
Media vehicles with broad reach are ideal for consumer convenience goods, such as
toothpaste and cold remedies.
a. True
b. False Ans- True
Television and digital media overall have good reach.
a. True
b. False Ans- 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 Ans- False
Message impressions are the opposite of exposures to the ads themselves.
a. True
b. False Ans- False
A media planner can mix traditional and digital\/social media.
a. True
b. False Ans- 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 Ans- False
The financial advantages of flighting are that discounts might be gained by
concentrating media buys in larger blocks.
a. True
b. False Ans- True
The forgetting function explains that people’s forgetting is fairly predictable.
a. True
b. False Ans- 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 Ans- False
In pull media, the consumer goes looking for the advertiser or advertising.
a. True
b. False Ans- True
A 30-second television ad is an example of pull media.
a. True
b. False Ans- False
In social media, the brand-consumer relationship is the only important relationship.
a. True
b. False Ans- False
Product placement is the most expensive and compelling approach for clients seeking
branded entertainment opportunities.
a. True
b. False Ans- False
Advertisers calculate the level of brand conversations on the Internet and social media.
a. True
b. False Ans- True
Smart brands focus on the synergy of traditional media advertising and social media
interactions.
a. True
b. False Ans- 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 Ans- True
Media buying has become more automatic, or programmatic.
a. True
b. False Ans- True<\/p>\n","protected":false},"excerpt":{"rendered":"
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