Media Planning

161. The print medium continues to rely heavily on CPM to determine scheduling. What is CPM?

1. A percentage of impressions that results in a click
2. A percentage of households tuned to TV
3. The relative average cost to reach one thousand people
4. A payment received for each action

162. The Strategic Marketing Planning process consists of a series of logical steps and these steps can be aggregated into four phases. Which of the following is not included in the phases of the strategic marketing planning?

1. Defining marketing strategy
2. Setting the right mission and corporate goals
3. Reviewing the current situations
4. Formulating Strategy

163. The talking newspaper innovative ad campaign was conceived by the Mudra Group for _________.

1. Bru Gold
2. HCL computers
3. Barista Lavazza
4. Volkswagen

164. These objectives are often employed in mature markets as firms/products enter a decline phase. The goal is to maximize short-term profits and stimulate a positive cash flow:

1. Harvest Objectives
2. Divest Objectives
3. Hold Objectives
4. Growth Objectives

165. These objectives are often the most suitable when firms operate in a market dominated by a major competitor and where their financial resources are limited:

1. Niche Objectives
2. Hold Objectives
3. Harvest Objectives
4. Divest Objectives

166. This is something that at some time in the future may destabilize and/or reduce the potential performance of the organization:

1. Threat
2. Strength
3. Weakness
4. Opportunities

167. This type of growth refers to concentrating activities on markets and/or products that are familiar:

1. Diversification
2. Condensive
3. Integrative
4. Intensive

168. Trade publication is otherwise called as _________

1. Vertical Publication
2. Horizontal Publication
3. Parallel Publication
4. Yellow Publication

169. Transit and outdoor advertising are generally noticed only in passing, which may not be enough for a _________message.

1. simple
2. normal
3. complicated
4. urgent

170. Type of client that may not be a very friendly or creative client to have but is an MNC and needs to be on the portfolio is known as _________.

1. financial value
2. potential value
3. prestige value
4. creative value.