Advertising Exam 3 || Questions and 100% Verified
Answers.
Media Planning correct answers The purpose is to conceive, analyze, and creatively select
channels of communication that will direct advertising messages to the right people in the right
place at the right time.
Questions in Media Planning correct answers Where should we advertise?
Which media vehicles should we use?
When during the year should we concentrate our advertising?
How often should we run the advertising?
What opportunities are there to integrate our media advertising with other communication tools?
Most spent on ad medium correct answers Direct Mail
Least spent on ad medium correct answers Business Publications
The challenges in Media Planning correct answers 1) Increasing media options increase audience
fragmentation
2) Increasing costs
3) Increasing Complexity in Media Buying and Selling
4) Increasing Competition
Value Added Packages correct answers Often employ communications vehicles outside
traditional media planning, such as public relations activities, sales promotion, and direct
marketing.
The role of media in the marketing framework correct answers Establish overall marketing and
advertising plans
Marketing Objectives correct answers 1) Focus on solving a problem (regaining sales volume
lost to major competitive introductions over the past year)
2) Seizing an opportunity (increasing share in the female buyer segment of the athletic-shoe
market)
Marketing Strategies correct answers lay out the steps for meeting these objectives by blending
the four elements of the marketing mix. (Product, Price, Distribution, Communication)
Product correct answers Ex. Adapting the product to suit regional tastes
Price correct answers Ex. Lowering the price to compete with local brands
Distribution correct answers Ex. Devising deals to gain additional shelf space in retail outlets
,Communication correct answers Repositioning the product through intensive trade and consumer
advertising
Advertising Objectives correct answers Example:
1) Convincing 25 percent of the target market during the next year of the brand's need-satisfying
abilities.
2) Positional the brand as a cost-effective alternative to the market leader in the minds of 30
percent of men ages 18-34 during the next two years
3) Increasing brand preference by 8 percent in the South during the next year
4) Improving the target stakeholder group's attitude toward the company's environmental efforts
by at least 15 percent by campaign end.
Elements of the Creative Mix correct answers 1) The product concept
2) Target auidence
3) Advertising message
4) Communications Media
(Product, Audience, Message, Media - PAMM)
Media Department's Job correct answers 1) Make sure the advertising message (developed by the
creative department) gets to the correct target audience (established by the marketing managers
and account executives) in an effective manner (as measured by the research department)
The Media-Planning Framework correct answers 1) Review Marketing and Advertising
objectives and strategies and set relevant, measurable objectives that are both realistic and
achievable by the media.
2) Devise and ingenious strategy for achieving these objectives.
3) Develop the specific tactical details of media scheduling and selection
Media-Planning Activities correct answers 1) Situation Analysis
2) The Marketing Plan
3) The Advertising Plan
4) Setting media objectives
5) Determining media strategies
6) Selecting broad media classes
7) Selecting media within classes
8) Media use decisions - broadcast
9) Media use decisions - print
10) Media use decisions - other media
Situation Analysis correct answers Purpose: To understand the marketing problem, The company
and its competitors are analyzed on:
1. Internal strengths and weaknesses
2. External opportunities and threats
The Marketing Plan correct answers Purpose: To plan activities that will solve one or more of the
marketing problems.
, 1. Marketing objectives
2. Product and spending strategy
3. Distribution Strategy
4. Which marketing mix to use
6. Identification of the best market segments.
The advertising Plan correct answers Purpose: To determine what to communicate through ads.
Includes the determination of:
1. How product can meet consumer needs
2. How product will be positioned in ads
3. Copy themes
4. Specific objectives of each ad.
5. Number and sizes of ads
Setting media objectives correct answers Purpose: To translate marketing and advertising
objectives and strategies into goals that media can accomplish.
Determining media strategy correct answers Purpose: To translate media goals into general
guidelines that will control the planner's selection and use of media. The best strategy alternative
should be selected.
Selecting broad media classes correct answers Purpose: To determine which broad class of
media best fulfills the criteria. Involves comparison and selection of broad media classes:
newspapers, magazines, radio, television, and others. Audience size is a major factor used in
comparing the various media classes.
Selecting media within classes correct answers Purpose: To compare and select the best media
within broad classes, again using predetermined criteria.
Major components of Media-Objectives correct answers 1) Audience objectives
2) Message-distribution objectives
Audience objectives correct answers it defines the specific types of people the advertiser wants
to reach
Media Vehicles correct answers particular magazines or shows that planners select according to
how well they deliver or expose the message to the media audience or desired target audience
Message-Distribution Objectives correct answers define where, when, and how often advertising
should appear
To understand these questions a medid planner must understand a number of terms: correct
answers message weight, reach, frequency, and continuity
Audit Bureau of Circulations correct answers the, an association that verifies newspaper and
magazine distribution
Answers.
Media Planning correct answers The purpose is to conceive, analyze, and creatively select
channels of communication that will direct advertising messages to the right people in the right
place at the right time.
Questions in Media Planning correct answers Where should we advertise?
Which media vehicles should we use?
When during the year should we concentrate our advertising?
How often should we run the advertising?
What opportunities are there to integrate our media advertising with other communication tools?
Most spent on ad medium correct answers Direct Mail
Least spent on ad medium correct answers Business Publications
The challenges in Media Planning correct answers 1) Increasing media options increase audience
fragmentation
2) Increasing costs
3) Increasing Complexity in Media Buying and Selling
4) Increasing Competition
Value Added Packages correct answers Often employ communications vehicles outside
traditional media planning, such as public relations activities, sales promotion, and direct
marketing.
The role of media in the marketing framework correct answers Establish overall marketing and
advertising plans
Marketing Objectives correct answers 1) Focus on solving a problem (regaining sales volume
lost to major competitive introductions over the past year)
2) Seizing an opportunity (increasing share in the female buyer segment of the athletic-shoe
market)
Marketing Strategies correct answers lay out the steps for meeting these objectives by blending
the four elements of the marketing mix. (Product, Price, Distribution, Communication)
Product correct answers Ex. Adapting the product to suit regional tastes
Price correct answers Ex. Lowering the price to compete with local brands
Distribution correct answers Ex. Devising deals to gain additional shelf space in retail outlets
,Communication correct answers Repositioning the product through intensive trade and consumer
advertising
Advertising Objectives correct answers Example:
1) Convincing 25 percent of the target market during the next year of the brand's need-satisfying
abilities.
2) Positional the brand as a cost-effective alternative to the market leader in the minds of 30
percent of men ages 18-34 during the next two years
3) Increasing brand preference by 8 percent in the South during the next year
4) Improving the target stakeholder group's attitude toward the company's environmental efforts
by at least 15 percent by campaign end.
Elements of the Creative Mix correct answers 1) The product concept
2) Target auidence
3) Advertising message
4) Communications Media
(Product, Audience, Message, Media - PAMM)
Media Department's Job correct answers 1) Make sure the advertising message (developed by the
creative department) gets to the correct target audience (established by the marketing managers
and account executives) in an effective manner (as measured by the research department)
The Media-Planning Framework correct answers 1) Review Marketing and Advertising
objectives and strategies and set relevant, measurable objectives that are both realistic and
achievable by the media.
2) Devise and ingenious strategy for achieving these objectives.
3) Develop the specific tactical details of media scheduling and selection
Media-Planning Activities correct answers 1) Situation Analysis
2) The Marketing Plan
3) The Advertising Plan
4) Setting media objectives
5) Determining media strategies
6) Selecting broad media classes
7) Selecting media within classes
8) Media use decisions - broadcast
9) Media use decisions - print
10) Media use decisions - other media
Situation Analysis correct answers Purpose: To understand the marketing problem, The company
and its competitors are analyzed on:
1. Internal strengths and weaknesses
2. External opportunities and threats
The Marketing Plan correct answers Purpose: To plan activities that will solve one or more of the
marketing problems.
, 1. Marketing objectives
2. Product and spending strategy
3. Distribution Strategy
4. Which marketing mix to use
6. Identification of the best market segments.
The advertising Plan correct answers Purpose: To determine what to communicate through ads.
Includes the determination of:
1. How product can meet consumer needs
2. How product will be positioned in ads
3. Copy themes
4. Specific objectives of each ad.
5. Number and sizes of ads
Setting media objectives correct answers Purpose: To translate marketing and advertising
objectives and strategies into goals that media can accomplish.
Determining media strategy correct answers Purpose: To translate media goals into general
guidelines that will control the planner's selection and use of media. The best strategy alternative
should be selected.
Selecting broad media classes correct answers Purpose: To determine which broad class of
media best fulfills the criteria. Involves comparison and selection of broad media classes:
newspapers, magazines, radio, television, and others. Audience size is a major factor used in
comparing the various media classes.
Selecting media within classes correct answers Purpose: To compare and select the best media
within broad classes, again using predetermined criteria.
Major components of Media-Objectives correct answers 1) Audience objectives
2) Message-distribution objectives
Audience objectives correct answers it defines the specific types of people the advertiser wants
to reach
Media Vehicles correct answers particular magazines or shows that planners select according to
how well they deliver or expose the message to the media audience or desired target audience
Message-Distribution Objectives correct answers define where, when, and how often advertising
should appear
To understand these questions a medid planner must understand a number of terms: correct
answers message weight, reach, frequency, and continuity
Audit Bureau of Circulations correct answers the, an association that verifies newspaper and
magazine distribution
