Media Planning

41. A statement about what an organization wants to become, which sets out an organization's future, is referred to as:

1. Mission
2. Mission
3. Organizational Goals
4. Vision

42. A statement that sets out what the organization wishes to achieve in the long term is referred to as:

1. Mission
2. Vision
3. Vision
4. Strategic context

43. A type of publication whereby the content is primarily focused on one particular type of Business or Industry is called as

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

44. Addressable media are used

1. For two-way communication
2. For social media
3. To deliver customized marketing messages to identifiable prospects
4. For one way communication

45. Advertisers use many factors other than the _________ in their media analyses and plans.

1. activities
2. audience
3. attributes
4. influntials

46. Advertising media do not operate in a vacuum: they must be part of the overall _________and advertising plans.

1. marketing
2. media
3. corporate
4. campaign

47. Advertising media do not operate in a vacuum: they must be part of the overall and advertising plans.

1. marketing
2. media
3. corporate
4. campaign

48. Advertising to todays consumers, we need to look beyond the _________ media of print, radio, and television.

1. traditional
2. non - traditional
3. social
4. new

49. An effective media strategy requires a degree of _________

1. continuity
2. mediamix
3. flexibility
4. discontinuous

50. Which of the following is not the conditions necessary for the achievement of sustainable competitive advantage (SCA)?

1. The perceived difference results from cheaper price
2. The customer consistently perceives a positive difference between the products and services offered by a company and its competitors.
3. The perceived difference results from the company's relatively greater capability.
4. The perceived difference persists for a reasonable period of time.