Media Planning

151. The flighting media schedule is

1. A hybrid strategy of scheduling
2. An intermittent pattern of high activity and low activity
3. A continuous pattern of messaging
4. Intermittent, intense activity within a continuous pattern

152. The implementation of media plan requires _________

1. Media slot
2. Mediamix
3. Media buying
4. Media selection

153. We know that media is reaching more people but there are smaller audience in each channel because there are so many _________.

1. tradition
2. fragmentation
3. identification
4. seggregation

154. The Internet is:

1. An integral part of the Information Superhighway
2. An indirect product of the Cold War
3. A global network of interconnected computers
4. All of the above

155. The media planners task is challenging because it must typically

1. Watch much TV
2. Have knowledge of traditional as well as emerging and converging forms of media
3. Monitor all social sites
4. Know everything about newspapers

156. The merits of newspaper as a medium of advertising are:

1. Wide coverage
2. Quick response
3. Regularity and frequency
4. All of the above

157. The merits of radio advertising are

1. Human touch
2. Not mass coverage
3. Not selectivity
4. Group Coverage

158. The more media vehicles used with lots of different programs with more messages leaves the consumes in a _________.

1. fragmentation
2. isolation
3. composition
4. clutter

159. The news of important public events appearing in the front sections of a newspaper, is called:

1. Soft-news
2. Hard-news
3. Feature News
4. Investigative news

160. The pricing of _________ advertising could vary across devices and access formats.

1. print
2. broadcast
3. digital
4. out of home.