MBA/MBA Media Planning Mcq Set 2 Sample Test,Sample questions

Question:
An organization can offer standard products at acceptable levels of quality, yet still generate aboveaverage profit margin by adopting ____

1.Differentiation

2.Focus Strategy

3.Cost leadership

4.Market follower strategy


Question:
Attack the market and defend the position are the prime strategies pursued by a firm with _________ positioning.

1.Market challenger

2.Market Leader

3.Market Follower

4.Market Nicher


Question:
Clutter is defined as _______

1.Coarse paper stock

2.A promotional tool

3.A faulty broadband connection

4.An overabundance of messages


Question:
Communication without words:

1.Mass communication

2.Visual Communication

3.Non-Verbal communication

4.None of these


Question:
Companies are exploring the _________ for communicating their advertising message because of its several attractive features and advantages.

1.television

2.newspaper

3.radio

4.new media


Question:
Companies employ the elements of the _________ (product concept, target audience, advertising message, and communications media) to devise strategies to achieve advertising objectives.

1.Synergistic approach

2.Creative mix

3.Advertising impression

4.Advertising response curve


Question:
Complete the following definition of advertising media. The advertising media is a marketing communications umbrella concept that covers _________ to the prospective consumer.

1.Media vehicles

2.Advertising messages

3.Brand

4.Channels


Question:
Corporate events could be sub-classified into _________ types.

1.two

2.three

3.four

4.five


Question:
Creating and securing a brand name in the physical world requires extensive marketing. ______

1.Research

2.strategy

3.effort

4.Media


Question:
Customers'______ have become the order of the day.

1.endorsement

2.information

3.awareness

4.knowledge


Question:
Cyber consumers are not _______

1.active

2.passive

3.homogeneous

4.heterogeneous


Question:
Cyber consumers are not _______

1.Heterogeneous

2.segmented

3.mass

4.homogeneous


Question:
Cyber consumers are not _________

1.active

2.passive

3.homogeneous

4.heterogeneous


Question:
Demographics in media planning deal with

1.The study of populations

2.The psychology of the consumer

3.The study of media channel

4.The study of product


Question:
Digit al technology is changing the way _________ relate to products and markets.

1.manufactures

2.consumer

3.dealers

4.industry


Question:
Digital branding, in general need to have the consumer- specific orientation addressed to consumers in a _________ context.

1.geographic

2.natural

3.confined

4.cultural


Question:
Distribution of message materials from agency to contracted media is called _____

1.media research

2.media management

3.media traffic

4.agency billing.


Question:
Diversification is best described as which of the following?

1.Existing products in new markets

2.Existing products in existing markets

3.New products for new markets

4.New products for existing markets


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

1.e-Commerce

2.traditional

3.mobile

4.integrated


Question:
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


Question:
Every media plan begins with the _____

1.media objective

2.market analysis

3.mediamix

4.Media strategy


Question:
Extensive local penetration and coverage is indicative of

1.Magazines

2.Newspapers

3.Online Advertising

4.SocialMedia


Question:
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


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

1.continuity

2.exposure

3.repetition

4.insertion


Question:
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


Question:
Gross impressions means

1.The percentage of the target audience exposed to a message

2.All possible exposures to a given medium at a given time

3.Both a and b above

4.The standard for a communication message to have an impact on the consumer


Question:
Identify one reason media choices have become more difficult in recent years

1.Internet is used more frequently than any other medium

2.Segmentation

3.Satellite radio has come on the scene

4.Newspapers now use color


Question:
In general, newspapers offer _________ as a media choice.

1.Low Selectivity

2.High Selectivity

3.Low impact

4.Average impact


Question:
In India media buyers and advertisers go mostly by_________ data to gauge which websites to include in their media plan.

1.com score

2.URL

3.page views

4.click


Question:
In media studies "converging" refers to the coming together of

1.Two or more people, in public

2.Different professional ideas about media

3.Computer, telephone, and mass media technologies

4.Mass media and mass communication


Question:
In SWOT analysis, situations where organizations are able to convert weaknesses into strengths and threats into opportunities, these are called:

1.Strategic windows

2.Strategic leverage

3.Conversion strategies

4.Vulnerability


Question:
In terms of media planning, which of the following refers to effective reach?

1.The duration of an advertising message or campaign over a given period of time

2.The average number of times individuals or homes are exposed to the medium

3.The total size of the audience for a set of ads or an entire campaign

4.A measure of the number or percentage of the audience who receive enough exposures to truly receive the message


Question:
In terms of media/government relationships in the world today, the media in most countries are

1.Government owned and operated

2.Privately owned and government controlled

3.Privately owned and free from government control

4.Mixed in terms of government and private ownership and control


Question:
In terms of message-distribution objectives, which of the following is a definition of reach?

1.It refers to a measure of the intensity of a schedule based on repeated exposures to the medium.

2.It refers to total size of the audience for a set of ads or an entire campaign.

3.It refers to the total number of unique people exposed to a medium during a given period of time.

4.It refers to the duration of an advertising message or campaign over a given period of time


Question:
In terms of the increasing complexity in media buying and selling, _________ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.

1.Mixed-media approaches

2.Recency planning

3.Pulsing

4.Value added packages


Question:
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


Question:
Interactive media can be best described as

1.Customized Marketing Messages

2.Marketing Communications Mix

3.MarketingMix

4.Media that allow two-way messages between company and consumer


Question:
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.Marketing Metrics


Question:
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


Question:
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


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

1.consumers

2.customers

3.prospects

4.influencers.


Question:
Media buying is the _________ of a media plan.

1.identifying

2.scheduling

3.evaluation

4.execution


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

1.frequency

2.efficiency

3.flexibility

4.Reach


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

1.flexibility

2.expansion

3.frequency

4.efficiency


Question:
Which is not a method of costing media?

1.CPA

2.CTR

3.CPM

4.CPR


Question:
Which medium is often referred to as junk mail?

1.Direct Mail

2.Television

3.Newspaper inserts

4.Yellow Pages


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

1.Apple computer

2.Ebay

3.Sainsbury

4.Amazon.com


Question:
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


Question:
Which of the following is not a valid statement?

1.It is necessary to plan for out-of-home media

2.The media environment has become fiercely competitive

3.Media planning is less important than creative

4.Independent media buying services specialize in media planning


Question:
Which of the following is not strength of the television medium?

1.Cost Efficient Medium for Reach

2.High Initial Production Cost

3.High Impact and Dynamic Medium

4.High Reach Medium


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