230+ Media Planning and Buying Solved MCQs

These multiple-choice questions (MCQs) are designed to enhance your knowledge and understanding in the following areas: Bachelor of Mass Media (BMM) , Bachelor of Mass Media in Advertising (BMM Advertising) .

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151.	_____ is the fourth step of the media planning process.
A.	evaluation
B.	media strategies
C.	media mix
D.	market analysis
Answer» C. media mix

discuss

152.	_____ is the fifth step of the media planning process.
A.	media strategies
B.	budget and media buying
C.	market analysis
D.	evaluation
Answer» B. budget and media buying

discuss

153.	_____ is the last step of the media planning process.
A.	media mix
B.	budget & buying
C.	media strategies
D.	evaluation
Answer» D. evaluation

discuss

154.	The goal of a ______ is to determine the attractiveness of a market and to understand its evolving opportunities and threats as they relate to the strengths and weaknesses of the firm
A.	media brief
B.	market analysis
C.	media plan
D.	media mix
Answer» B. market analysis

discuss

155.	______indicates a percentage of target audience who is exposed at least once in a given period to a particular media vehicle. It does not matter how many times they actually see or hear the ad message.
A.	reach
B.	print ads
C.	frequency
D.	media mix
Answer» A. reach

discuss

156.	_____indicates the number of times people in the target audience are exposed to a media vehicle during a given period of time.
A.	reach
B.	media plan
C.	cumulative reach
D.	frequency
Answer» D. frequency

discuss

157.	When the ad size is small, we need more______
A.	Schedules
B.	cumulative reach
C.	reach
D.	frequency
Answer» D. frequency

discuss

158.	when the same ad message is repeated due to higher frequency is causes ____
A.	rejections
B.	less exposure
C.	ad fatigue
D.	more exposure
Answer» C. ad fatigue

discuss

159.	The sum of the reach number of specific media vehicles in a given media plan gives the _______
A.	total exposire
B.	social audit
C.	message weight
D.	total weight
Answer» C. message weight

discuss

160.	The possible exposure of the advertising message to one audience member is called an ________ (OTS)
A.	over the setup
B.	over to see
C.	option to see
D.	opportunity to see
Answer» D. opportunity to see

discuss

161.	______are a summation of exposures of the target audience to media vehicles in a media plan.
A.	gross weight
B.	gross impressions
C.	message weight
D.	message impressions
Answer» B. gross impressions

discuss

162.	_____exposure is counted as one impression.
A.	first
B.	10
C.	each
D.	all
Answer» C. each

discuss

163.	_____ isthe total weight of a specific media schedule, computed by multiplying the reach, expressed as a percentage of the population, by the average frequency.
A.	GRC
B.	GRB
C.	GRP
D.	GRV
Answer» C. GRP

discuss

164.	To determine _____, a market’s brand sales percentage is divided by the total population percentage of that market multiplied by 100.
A.	CDI
B.	PDI
C.	VDI
D.	BDI
Answer» D. BDI

discuss

165.	The ______ measures the sales strength of a brand in a particular area.
A.	brand positioning index
B.	Budget determining index
C.	brand positioning indent
D.	Brand development index
Answer» D. Brand development index

discuss

166.	When an ad is run in the media for a long period without any gap, we are using ______ scheduling.
A.	continuity
B.	bursting
C.	flighting
D.	pulsing
Answer» A. continuity

discuss

167.	_______ scheduling is where advertising runs for some period and then there is a gap , and again it runs for some period.
A.	flighting
B.	continuity
C.	pulsing
D.	bursting
Answer» A. flighting

discuss

168.	______ scheduling represents a consistent low-level advertising activity , and addition of pulse to make a high-level of advertising during certain periods
A.	bursting
B.	pulsing
C.	continuity
D.	flighting
Answer» B. pulsing

discuss

169.	______ is a technique for scheduling TV ads. where the commercial is repeated on the same channel time and again to reinforce the message for a short period .
A.	continuity
B.	flighting
C.	bursting
D.	pulsing
Answer» C. bursting

discuss

170.	_____ is determined by the content that is surrounded by the ad.
A.	tone
B.	editorial environment
C.	news & features
D.	editorials
Answer» B. editorial environment

discuss

171.	____ of a medium is determined by how stimulated the reader are torespond.
A.	readership
B.	content value
C.	motivational value
D.	ad value
Answer» C. motivational value

discuss

172.	_____ isdegree to which a particular brand is associated with the general product category .
A.	share of mind
B.	share or audience
C.	recall value
D.	share of voice
Answer» A. share of mind

discuss

173.	_____ are small ads charged in terms of number of words, and putting the message in several categories or classes such as employment, real estate, matrimonial, automobiles
A.	co -op ads
B.	classified
C.	obituaries
D.	micro ads
Answer» B. classified

discuss

174.	_____ order gives specific date(s) on which the ad is to be published, the rate at which it is to be published, and production details preparatory to the publishing of the ad.
A.	tear sheet
B.	factual
C.	proof
D.	insertion
Answer» D. insertion

discuss

175.	______ is a brand's or group of brands' advertising weight expressed as a percentage of a defined total market or market segment in a given time period. The weight is usually defined in terms of expenditure, ratings, pages, poster sites etc.
A.	share of voice
B.	brand positioning
C.	share of noice
D.	share of mind
Answer» A. share of voice

discuss

176.	Once the ad is run, a _____ which is an actual page torn from the newspaper in which the ad was run is sent to the advertiser.
A.	tear order
B.	Proof of print
C.	tear-sheet
D.	make goods
Answer» C. tear-sheet

discuss

177.	____ in newspapers & print media in general is much more than the circulation
A.	proof
B.	ads
C.	sales
D.	readership
Answer» D. readership

discuss

178.	ina ______ Two different versions of the same advertisement are printed in the same press run of an issue of a particular publication, so that some of the copies contain one version of the ad and the others contain the other version.
A.	insertion order
B.	split run facility
C.	proof of print
D.	make goods
Answer» B. split run facility

discuss

179.	ROP stands for ______ in print media.
A.	run of press
B.	readership of paper
C.	regulator of press
D.	run of print
Answer» A. run of press

discuss

180.	The ad material in magazines need to be submitted much in advance because a magazine requires elaborate production plan, this is called as ______ time
A.	lead
B.	bank
C.	reaction
D.	book
Answer» A. lead

discuss

181.	_____________ exist primarily to deliver message content- entertainment, information and advertisements to a vast audience.
A.	Media
B.	Personal Computer
C.	Employees
D.	Teachers
Answer» A. Media

discuss

182.	____________ is the process of identifying and selecting media outlets- mianly newspapers, magazines, websites, TV and radio.
A.	Mass Media
B.	Media Planning
C.	Media Payment
D.	Media Mix
Answer» B. Media Planning

discuss

183.	________ determines how many Targets Company can approach and number of campaigns that it can undertake.
A.	Target Audience
B.	Sales Potential
C.	Budget
D.	Media Strategy
Answer» C. Budget

discuss

184.	____________ indicates the maximum sales from all buyers of the product.
A.	Budget
B.	Target Audience
C.	Media Strategy
D.	Sales Potential
Answer» D. Sales Potential

discuss

185.	The advertiser must select the _______ who the media plans to influence.
A.	Sales Potential
B.	Budget
C.	Target Audience
D.	Competition
Answer» C. Target Audience

discuss

186.	A _______ is the combination of communication channels your business can use to meet its marketing objectives; typically, these include newspapers, radio, television, billboards, the Internet and social media.
A.	Reach
B.	Media Mix
C.	Target Market Coverage
D.	Frequency
Answer» B. Media Mix

discuss

187.	___________ decisions are the decisions about timing, continuity and size of ads.
A.	Scheduling
B.	Reach
C.	Frequency
D.	Flexibility
Answer» A. Scheduling

discuss

188.	__________ Big Billion Day being advertised on all mediums to spread awareness about the grand sale.
A.	Flipkart
B.	Amazon
C.	E-bay
D.	FirstCry
Answer» A. Flipkart

discuss

189.	_____ outlines what the media plan is expected to accomplish.
A.	Media
B.	Media Objectives
C.	Schedulling
D.	Frequency
Answer» B. Media Objectives

discuss

190.	__________ indicates a percentage of target audience who is exposed atleast once in a given period to a particular media vehicle.
A.	Reach
B.	Frequency
C.	Schedule
D.	Objectives
Answer» A. Reach

discuss

191.	_____________ refers to the number of times the receiver is exposed to the media vehicle.
A.	Reach
B.	Frequency
C.	Schedule
D.	Objectives
Answer» B. Frequency

discuss

192.	________ gives the average number of times people or households in our target audience are exposed to a media vehicle.
A.	Schedule
B.	Reach
C.	Average Frequency
D.	Continuity
Answer» C. Average Frequency

discuss

193.	__________ refers to the duration of an advertising message or campaign over a given period of time.
A.	Schedule
B.	Reach
C.	Average Frequency
D.	Continuity
Answer» D. Continuity

discuss

194.	Media ________ decisions are the decisions about the timing, continuity and size of the ads.
A.	Reach
B.	Scheduling
C.	Planning
D.	Objectives
Answer» B. Scheduling

discuss

195.	_________ is the method used for placing media throughout the year with equal weight in each month.
A.	Pulsing
B.	Flighting
C.	Continuity
D.	Planning
Answer» C. Continuity

discuss

196.	_______ is a method where advertising runs for some period and then there is a gap, and again it runs for some period.
A.	Flighting
B.	Pulsing
C.	Planning
D.	Continuity
Answer» A. Flighting

discuss

197.	_______ is a combination of Flighting and Continuous Scheduling that provides a floor of media support throughout the year with periodic increases.
A.	Planning
B.	Flighting
C.	Continuity
D.	Pulsing
Answer» D. Pulsing

discuss

198.	_______ is the person at the adverising agency who develops and executes your media plan.
A.	Engineer
B.	Media Planner
C.	Doctor
D.	CEO
Answer» B. Media Planner

discuss

199.	_____ is the one who leads the editorial team assign stories and represents the editorial team in important matters.
A.	Editor in Chief
B.	Art Director
C.	Production Artistists
D.	Copywriter
Answer» A. Editor in Chief

discuss

200.	_________ is the professional who is required to develop the conceptual designs to meet up the requirements of the client in order to advance the company's brand.
A.	Writer
B.	PR head
C.	Creative Director
D.	Editor
Answer» C. Creative Director

discuss

230+ Media Planning and Buying Solved MCQs

_____ is the fourth step of the media planning process.

_____ is the fifth step of the media planning process.

_____ is the last step of the media planning process.

The goal of a ______ is to determine the attractiveness of a market and to understand its evolving opportunities and threats as they relate to the strengths and weaknesses of the firm

______indicates a percentage of target audience who is exposed at least once in a given period to a particular media vehicle. It does not matter how many times they actually see or hear the ad message.

_____indicates the number of times people in the target audience are exposed to a media vehicle during a given period of time.

When the ad size is small, we need more______

when the same ad message is repeated due to higher frequency is causes ____

The sum of the reach number of specific media vehicles in a given media plan gives the _______

The possible exposure of the advertising message to one audience member is called an ________ (OTS)

______are a summation of exposures of the target audience to media vehicles in a media plan.

_____exposure is counted as one impression.

_____ isthe total weight of a specific media schedule, computed by multiplying the reach, expressed as a percentage of the population, by the average frequency.

To determine _____, a market’s brand sales percentage is divided by the total population percentage of that market multiplied by 100.

The ______ measures the sales strength of a brand in a particular area.

When an ad is run in the media for a long period without any gap, we are using ______ scheduling.

_______ scheduling is where advertising runs for some period and then there is a gap , and again it runs for some period.

______ scheduling represents a consistent low-level advertising activity , and addition of pulse to make a high-level of advertising during certain periods

______ is a technique for scheduling TV ads. where the commercial is repeated on the same channel time and again to reinforce the message for a short period .

_____ is determined by the content that is surrounded by the ad.

____ of a medium is determined by how stimulated the reader are torespond.

_____ isdegree to which a particular brand is associated with the general product category .

_____ are small ads charged in terms of number of words, and putting the message in several categories or classes such as employment, real estate, matrimonial, automobiles

_____ order gives specific date(s) on which the ad is to be published, the rate at which it is to be published, and production details preparatory to the publishing of the ad.

______ is a brand's or group of brands' advertising weight expressed as a percentage of a defined total market or market segment in a given time period. The weight is usually defined in terms of expenditure, ratings, pages, poster sites etc.

Once the ad is run, a _____ which is an actual page torn from the newspaper in which the ad was run is sent to the advertiser.

____ in newspapers & print media in general is much more than the circulation

ina ______ Two different versions of the same advertisement are printed in the same press run of an issue of a particular publication, so that some of the copies contain one version of the ad and the others contain the other version.

ROP stands for ______ in print media.

The ad material in magazines need to be submitted much in advance because a magazine requires elaborate production plan, this is called as ______ time

_____________ exist primarily to deliver message content- entertainment, information and advertisements to a vast audience.

____________ is the process of identifying and selecting media outlets- mianly newspapers, magazines, websites, TV and radio.

________ determines how many Targets Company can approach and number of campaigns that it can undertake.

____________ indicates the maximum sales from all buyers of the product.

The advertiser must select the _______ who the media plans to influence.

A _______ is the combination of communication channels your business can use to meet its marketing objectives; typically, these include newspapers, radio, television, billboards, the Internet and social media.

___________ decisions are the decisions about timing, continuity and size of ads.

__________ Big Billion Day being advertised on all mediums to spread awareness about the grand sale.

_____ outlines what the media plan is expected to accomplish.

__________ indicates a percentage of target audience who is exposed atleast once in a given period to a particular media vehicle.

_____________ refers to the number of times the receiver is exposed to the media vehicle.

________ gives the average number of times people or households in our target audience are exposed to a media vehicle.

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

Media ________ decisions are the decisions about the timing, continuity and size of the ads.

_________ is the method used for placing media throughout the year with equal weight in each month.

_______ is a method where advertising runs for some period and then there is a gap, and again it runs for some period.

_______ is a combination of Flighting and Continuous Scheduling that provides a floor of media support throughout the year with periodic increases.

_______ is the person at the adverising agency who develops and executes your media plan.

_____ is the one who leads the editorial team assign stories and represents the editorial team in important matters.

_________ is the professional who is required to develop the conceptual designs to meet up the requirements of the client in order to advance the company's brand.