Test Bank for Advertising Media Planning, 4e by Larry
Kelly Kim Sheehan (All Chapters)
1 All of the following were mentioned as creative neccesities EXCEPT:
(A) Coupon integration
(B) Motion
(C) Demonstration
(D) Budget
(E) Visuals
Answer: (D) Budget
Feedback: Chapter 11
2 An area that reflects those counties with the dominant share of viewing is know as:
(A) Designated market area
(B) Metro survey area
(C) Area of dominant influence
(D) Total survey area
(E) None of the above
Answer: (C) Area of dominant influence
Feedback: Chapter 8
3 A is a television market made up of counties that achieve the largest
market share.
(A) MSA
(B) MSR
(C) DMA
(D) DMR
(E) DSA
Answer: (C) DMA
Feedback: Chapter 8
4 According to the Geography lecture, a group of people living in a certain geographic area
who are likely to buy a given product or brand is referred to as:
(A) Spot area
(B) Market
(C) DSA
(D) City
(E) Metroplex
Answer: (B) Market
Feedback: Chapter 8
5 A is a fictitious person that embodies the characteristics of the group being
targeted by the campaign.
(A) Target group
, (B) Target persona
(C) Target audience
(D) Target market
(E) None of the above
Answer: (B) Target persona
Feedback: Chapter 7
6 All of the following are key tools for assessing target audience characteristics EXCEPT:
(A) MediaMark Research Inc. (MRI)
(B) Spectra
(C) Prizm
(D) SRDS
(E) Nielsen
Answer: (D) SRDS
Feedback: Chapter 7
7 This type of targeting is very common in the digital world and focuses on how consumers
are acting in the marketplace:
(A) Behavioral targeting
(B) Binary targeting
(C) Lifestyle marketing
(D) Geographic targeting
(E) None of the above
Answer: (A) Behavioral targeting
Feedback: Chapter 7
8 When media planners consider the geographic location for their campaign, they are deciding
on what to focus on.
(A) Target group
(B) Target market
(C) Target audience
(D) Target location
(E) None of the above
Answer: (B) Target market
Feedback: Chapter 7
9 The Gap has decided to divide their target market based on purchase behavior such as
usage, volume, or purchase occasion. This type of strategy would be characterized as:
(A) Niche marketing
(B) Behavioral targeting
(C) Lifestyle marketing
, (D) Geographic targeting
(E) None of the above
Answer: (B) Behavioral targeting
Feedback: Chapter 7
10 S. C. Johnson & Son, the manufacturer of Raid Bug Spray, relies on advertising to promote
cockroach killer in Houston and New York cities, where roaches are endemic, and flea spray
in Tampa and Birmingham cities, where fleas are common. Johnson is using a
segmentation strategy.
(A) Demographic
(B) Psychographic
(C) Behavioral
(D) Geographic
(E) None of the above
Answer: (D) Geographic
Feedback: Chapter 7
11 To insure that your SWOT analysis is thorough it should contain both and
communication elements.
(A) Message
(B) Media
(C) Marketing
(D) Money
(E) None of the above
Answer: (C) Marketing
Feedback: Chapter 6
12 In order to prepare a relevant SWOT analysis, you should always start with this in mind:
(A) An executive summary
(B) An objective
(C) A business plan
(D) A media mix
(E) None of the above
Answer: (B) An objective
Feedback: Chapter 6
13 In the SWOT analysis, opportunities are considered to be what type of factor:
(A) External
(B) Explicit
(C) Implicit
(D) Internal
, (E) None of the above
Answer: (A) External
Feedback: Chapter 6
14 In the SWOT analysis, threats are considered to be what type of factor:
(A) External
(B) Explicit
(C) Implicit
(D) Internal
(E) None of the above
Answer: (A) External
Feedback: Chapter 6
15 A numerical display showing geographic or demographic areas of a brand's relative strength
or weakness of sales is referred to as:
(A) Category development index (CDI)
(B) Brand development index (BDI)
(C) Brand opportunity index (BOI)
(D) Brand sales index (BSI)
(E) None of the above
Answer: (B) Brand development index (BDI)
Feedback: Chapter 8
16 A brand exhibiting a low CDI but high BDI should be monitored for:
(A) Good market potential
(B) Low market share
(C) Poor market potential
(D) Declining sales
(E) None of the above
Answer: (D) Declining sales
Feedback: Chapter 8
17 When it comes to new brand introductions the industry practice is to project ad spending
based on year market predictions.
(A) First
(B) Second
(C) Third
(D) Fourth
(E) None of the above
Answer: (B) Second
Kelly Kim Sheehan (All Chapters)
1 All of the following were mentioned as creative neccesities EXCEPT:
(A) Coupon integration
(B) Motion
(C) Demonstration
(D) Budget
(E) Visuals
Answer: (D) Budget
Feedback: Chapter 11
2 An area that reflects those counties with the dominant share of viewing is know as:
(A) Designated market area
(B) Metro survey area
(C) Area of dominant influence
(D) Total survey area
(E) None of the above
Answer: (C) Area of dominant influence
Feedback: Chapter 8
3 A is a television market made up of counties that achieve the largest
market share.
(A) MSA
(B) MSR
(C) DMA
(D) DMR
(E) DSA
Answer: (C) DMA
Feedback: Chapter 8
4 According to the Geography lecture, a group of people living in a certain geographic area
who are likely to buy a given product or brand is referred to as:
(A) Spot area
(B) Market
(C) DSA
(D) City
(E) Metroplex
Answer: (B) Market
Feedback: Chapter 8
5 A is a fictitious person that embodies the characteristics of the group being
targeted by the campaign.
(A) Target group
, (B) Target persona
(C) Target audience
(D) Target market
(E) None of the above
Answer: (B) Target persona
Feedback: Chapter 7
6 All of the following are key tools for assessing target audience characteristics EXCEPT:
(A) MediaMark Research Inc. (MRI)
(B) Spectra
(C) Prizm
(D) SRDS
(E) Nielsen
Answer: (D) SRDS
Feedback: Chapter 7
7 This type of targeting is very common in the digital world and focuses on how consumers
are acting in the marketplace:
(A) Behavioral targeting
(B) Binary targeting
(C) Lifestyle marketing
(D) Geographic targeting
(E) None of the above
Answer: (A) Behavioral targeting
Feedback: Chapter 7
8 When media planners consider the geographic location for their campaign, they are deciding
on what to focus on.
(A) Target group
(B) Target market
(C) Target audience
(D) Target location
(E) None of the above
Answer: (B) Target market
Feedback: Chapter 7
9 The Gap has decided to divide their target market based on purchase behavior such as
usage, volume, or purchase occasion. This type of strategy would be characterized as:
(A) Niche marketing
(B) Behavioral targeting
(C) Lifestyle marketing
, (D) Geographic targeting
(E) None of the above
Answer: (B) Behavioral targeting
Feedback: Chapter 7
10 S. C. Johnson & Son, the manufacturer of Raid Bug Spray, relies on advertising to promote
cockroach killer in Houston and New York cities, where roaches are endemic, and flea spray
in Tampa and Birmingham cities, where fleas are common. Johnson is using a
segmentation strategy.
(A) Demographic
(B) Psychographic
(C) Behavioral
(D) Geographic
(E) None of the above
Answer: (D) Geographic
Feedback: Chapter 7
11 To insure that your SWOT analysis is thorough it should contain both and
communication elements.
(A) Message
(B) Media
(C) Marketing
(D) Money
(E) None of the above
Answer: (C) Marketing
Feedback: Chapter 6
12 In order to prepare a relevant SWOT analysis, you should always start with this in mind:
(A) An executive summary
(B) An objective
(C) A business plan
(D) A media mix
(E) None of the above
Answer: (B) An objective
Feedback: Chapter 6
13 In the SWOT analysis, opportunities are considered to be what type of factor:
(A) External
(B) Explicit
(C) Implicit
(D) Internal
, (E) None of the above
Answer: (A) External
Feedback: Chapter 6
14 In the SWOT analysis, threats are considered to be what type of factor:
(A) External
(B) Explicit
(C) Implicit
(D) Internal
(E) None of the above
Answer: (A) External
Feedback: Chapter 6
15 A numerical display showing geographic or demographic areas of a brand's relative strength
or weakness of sales is referred to as:
(A) Category development index (CDI)
(B) Brand development index (BDI)
(C) Brand opportunity index (BOI)
(D) Brand sales index (BSI)
(E) None of the above
Answer: (B) Brand development index (BDI)
Feedback: Chapter 8
16 A brand exhibiting a low CDI but high BDI should be monitored for:
(A) Good market potential
(B) Low market share
(C) Poor market potential
(D) Declining sales
(E) None of the above
Answer: (D) Declining sales
Feedback: Chapter 8
17 When it comes to new brand introductions the industry practice is to project ad spending
based on year market predictions.
(A) First
(B) Second
(C) Third
(D) Fourth
(E) None of the above
Answer: (B) Second
