Edrftgyihu jiuh
Advertising Media Planning:
A Brand Management
ST
Approach 4th Edition
UV
TEST BANK
IA
_A
Larry D. Kelly
Kim Sheehan
────────────────────────────────────────────────────
PP
Comprehensive Test Bank for Instructors
and Students
RO
© Larry D. Kelly & Kim Sheehan. All rights reserved.
Reproduction or distribution without permission is
VE
prohibited.
D?
||| ||| || ||| || | || ||| | || ||| |
TEST BANK
© Medgeek
, Edrftgyihu
Test Bank — jiuhAdvertising Media Planning: A Brand Management Approach, 4th
Edition — Larry D. Kelly and Kim Sheehan
Description
This test bank corresponds to the 4th edition of Advertising Media Planning: A Brand
ST
Management Approach by Larry D. Kelly and Kim Sheehan. It follows the official textbook
structure and provides specialized assessment materials covering the full media planning
process from background concepts to strategy development and execution. The content
evaluates understanding of media strategy, audience analysis, budgeting, plan development,
and media execution across traditional and digital platforms.
UV
Table of Contents
Chapter 1: Introduction
PART I: BACKGROUND
IA
Chapter 2: What Is Media?
Chapter 3: How Media Is Managed
Chapter 4: The Media-Planning Process
_A
PART II: MAKING MEDIA STRATEGIC
Chapter 5: How Marketing Objectives Shape Media Planning
Chapter 6: Target Audience
Chapter 7: Geography
Chapter 8: Seasonality and Timing
PP
Chapter 9: Competitive Analysis
PART III: DEVELOPING THE PLAN
Chapter 10: Communication Goals
Chapter 11: Reaching the Audience
RO
Chapter 12: Working with the Media Budget
Chapter 13: Putting It All Together: The Media Plan
PART IV: EXECUTING THE PLAN
Chapter 14: Media Buying
VE
Chapter 15: Television and Video
Chapter 16: Audio and Radio
Chapter 17: Print and Out-of-Home
Chapter 18: Digital and Social Media
D?
© Medgeek
, 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
ST
(E) Visuals
Answer: (D) Budget
Feedback: Chapter 11
UV
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
IA
(E) None of the above
Answer: (C) Area of dominant influence
Feedback: Chapter 8
_A
3 A _______________ is a television market made up of counties that achieve the largest
market share.
(A) MSA
(B) MSR
PP
(C) DMA
(D) DMR
(E) DSA
Answer: (C) DMA
RO
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
VE
(C) DSA
(D) City
(E) Metroplex
Answer: (B) Market
D?
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
ST
Feedback: Chapter 7
6 All of the following are key tools for assessing target audience characteristics EXCEPT:
(A) MediaMark Research Inc. (MRI)
UV
(B) Spectra
(C) Prizm
(D) SRDS
(E) Nielsen
Answer: (D) SRDS
IA
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
(A) Behavioral targeting
(B) Binary targeting
(C) Lifestyle marketing
(D) Geographic targeting
PP
(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
RO
on what ________ to focus on.
(A) Target group
(B) Target market
(C) Target audience
(D) Target location
VE
(E) None of the above
Answer: (B) Target market
Feedback: Chapter 7
D?
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
Advertising Media Planning:
A Brand Management
ST
Approach 4th Edition
UV
TEST BANK
IA
_A
Larry D. Kelly
Kim Sheehan
────────────────────────────────────────────────────
PP
Comprehensive Test Bank for Instructors
and Students
RO
© Larry D. Kelly & Kim Sheehan. All rights reserved.
Reproduction or distribution without permission is
VE
prohibited.
D?
||| ||| || ||| || | || ||| | || ||| |
TEST BANK
© Medgeek
, Edrftgyihu
Test Bank — jiuhAdvertising Media Planning: A Brand Management Approach, 4th
Edition — Larry D. Kelly and Kim Sheehan
Description
This test bank corresponds to the 4th edition of Advertising Media Planning: A Brand
ST
Management Approach by Larry D. Kelly and Kim Sheehan. It follows the official textbook
structure and provides specialized assessment materials covering the full media planning
process from background concepts to strategy development and execution. The content
evaluates understanding of media strategy, audience analysis, budgeting, plan development,
and media execution across traditional and digital platforms.
UV
Table of Contents
Chapter 1: Introduction
PART I: BACKGROUND
IA
Chapter 2: What Is Media?
Chapter 3: How Media Is Managed
Chapter 4: The Media-Planning Process
_A
PART II: MAKING MEDIA STRATEGIC
Chapter 5: How Marketing Objectives Shape Media Planning
Chapter 6: Target Audience
Chapter 7: Geography
Chapter 8: Seasonality and Timing
PP
Chapter 9: Competitive Analysis
PART III: DEVELOPING THE PLAN
Chapter 10: Communication Goals
Chapter 11: Reaching the Audience
RO
Chapter 12: Working with the Media Budget
Chapter 13: Putting It All Together: The Media Plan
PART IV: EXECUTING THE PLAN
Chapter 14: Media Buying
VE
Chapter 15: Television and Video
Chapter 16: Audio and Radio
Chapter 17: Print and Out-of-Home
Chapter 18: Digital and Social Media
D?
© Medgeek
, 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
ST
(E) Visuals
Answer: (D) Budget
Feedback: Chapter 11
UV
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
IA
(E) None of the above
Answer: (C) Area of dominant influence
Feedback: Chapter 8
_A
3 A _______________ is a television market made up of counties that achieve the largest
market share.
(A) MSA
(B) MSR
PP
(C) DMA
(D) DMR
(E) DSA
Answer: (C) DMA
RO
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
VE
(C) DSA
(D) City
(E) Metroplex
Answer: (B) Market
D?
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
ST
Feedback: Chapter 7
6 All of the following are key tools for assessing target audience characteristics EXCEPT:
(A) MediaMark Research Inc. (MRI)
UV
(B) Spectra
(C) Prizm
(D) SRDS
(E) Nielsen
Answer: (D) SRDS
IA
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
(A) Behavioral targeting
(B) Binary targeting
(C) Lifestyle marketing
(D) Geographic targeting
PP
(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
RO
on what ________ to focus on.
(A) Target group
(B) Target market
(C) Target audience
(D) Target location
VE
(E) None of the above
Answer: (B) Target market
Feedback: Chapter 7
D?
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
