Test Bank for Advertising Media Planning, 4th Edition by Larry Kelly Kim Sheehan

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




Downloaded by: tutorsection | Want to earn $1.236
Distribution of this document is illegal extra per year?

, (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




Downloaded by: tutorsection | Want to earn $1.236
Distribution of this document is illegal extra per year?

, (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




Downloaded by: tutorsection | Want to earn $1.236
Distribution of this document is illegal extra per year?

, (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




Downloaded by: tutorsection | Want to earn $1.236
Distribution of this document is illegal extra per year?