Media Planning

91. In terms of the scope of media-planning activities, which of the following is the purpose of the situation analysis?

1. To determine what to communicate through ads
2. To understand the marketing problem
3. To compare and select the best media within broad classes
4. To translate media goals into general guidelines

92. Interactive media can be best described as

1. Customized MarketingMessages
2. Marketing Communications Mix
3. MarketingMix
4. Media that allow two-way messages between company and consumer

93. Key performance indicators, which companies set and measure their progress towards in order to determine whether or not they have improved or maintained their performance over a given period of time, are referred to as:

1. Marketing implementation
2. Marketing program
3. Budgeting
4. MarketingMetrics

94. Large organizations create _________, which assume the role of a separate company and create their own strategies and plans in order to achieve their corporate goals and contribution to the overall organization.

1. Marketing Objectives
2. Strategic Business Units
3. Marketing Activities
4. Business Development Units

95. Magazine performance has remained stable in recent years due to

1. The development of brand values
2. Low cost
3. Multi-page combinations
4. Their ability to address segmented audiences

96. Media _________ is a primary goal of advertising media planning and buying.

1. frequency
2. efficiency
3. flexibility
4. reach

97. Which is not a method of costing media?

1. CPA
2. CTR
3. CPM
4. CPR

98. Media _________is a primary goal of advertising media planning and buying.

1. flexibility
2. expansion
3. frequency
4. efficiency

99. Media are the bridges that carry messages back and forth between companies and _________.

1. consumers
2. customers
3. prospects
4. influencers.

100. Media buying is the _________ of a media plan.

1. identifying
2. scheduling
3. evaluation
4. execution