Media Planning

71. Economies of scale save a company money because they enable the company to

1. Make a large variety of products
2. Make many copies of a product
3. Scale down the size of their products
4. Charge higher prices than their competitors

72. e-Tailing will have to co-exist with _________ retailing.

1. e-Commerce
2. traditional
3. mobile
4. integrated

73. Which of the following is an advantage of using direct mail as a media vehicle?

1. Combines sight, sound and movement
2. Larger than life
3. Social Dominance
4. Highly Personal

74. Every media plan begins with the _________

1. media objective
2. market analysis
3. mediamix
4. media strategy

75. Which of the following firms has often followed a market challenger (second-mover) strategy?

1. Apple computer
2. Ebay
3. Sainsbury s
4. Amazon.com

76. Extensive local penetration and coverage is indicative of

1. Magazines
2. Newspapers
3. Online Advertising
4. SocialMedia

77. Frequency is defined as?

1. The total number of duplicated exposures
2. Three exposures to the target audience
3. All possible exposures to a target audience
4. The number of times a reader is exposed to a message

78. Frequency of _________describes the number of times that your advertisement appears in the media.

1. continuity
2. exposure
3. repetition
4. insertion

79. Which medium is often referred to as junk mail?

1. Direct Mail
2. Television
3. Newspaper inserts
4. Yellow Pages

80. Good media criticism should always

1. Reveal negative aspects of media
2. Offer analysis based on reason
3. Warn us that ads sell us things we don't need
4. Condemn our emotional reactions to media