McqMate
These multiple-choice questions (MCQs) are designed to enhance your knowledge and understanding in the following areas: Bachelor of Mass Media (BMM) .
| 101. |
Customers'______________ have become the order of the day. |
| A. | endorsement |
| B. | information |
| C. | awareness |
| D. | knowledge |
| Answer» A. endorsement | |
| 102. |
Most of the mobile advertising solution providers typically brought in their technology with direct relationship with agencies or__________. |
| A. | publishers |
| B. | advertisers |
| C. | subscribers |
| D. | analysts. |
| Answer» B. advertisers | |
| 103. |
______________ are filled with videos, podcasts, Really simple syndication (RSS) feeds for targeted news and information, downloadable images, and presentations. |
| A. | Online newsrooms |
| B. | Websites |
| C. | Mobile advertising |
| D. | Interactive newsrooms. |
| Answer» D. Interactive newsrooms. | |
| 104. |
______________refers to the presentation of an advertising message to a prospective or existing client. |
| A. | Pitch |
| B. | Rate cards |
| C. | Estimate |
| D. | Point-of-purchase. |
| Answer» A. Pitch | |
| 105. |
Type of client that may not be a very friendly or creative client to have but is an MNC and needs to be on the portfolio is known as _____________. |
| A. | financial value |
| B. | potential value |
| C. | prestige value |
| D. | creative value. |
| Answer» C. prestige value | |
| 106. |
______________is now a significant part of every global corporations marketing arsenal. |
| A. | Internet |
| B. | Web |
| C. | Mobile |
| D. | e - marketing |
| Answer» D. e - marketing | |
| 107. |
______________ customers can themselves become publishers, choosing to share what they have received with their social networks. |
| A. | Publish - subscribe |
| B. | Instant sharing |
| C. | Multi - model viewing |
| D. | Mobile invertising |
| Answer» B. Instant sharing | |
| 108. |
______________ have different expectations and different relationships with companies from which they purchase products and services. |
| A. | Hetrogenous Consumers |
| B. | Homogenous Consumers |
| C. | Cyber Consumers |
| D. | Diverse Consumers |
| Answer» C. Cyber Consumers | |
| 109. |
RFID stands for |
| A. | Rapid - frequency identification |
| B. | Reach - frequency identification |
| C. | Red - frequency identification |
| D. | Radio - frequency identification |
| Answer» D. Radio - frequency identification | |
| 110. |
______________ are purchases of TV time in certain markets by regional or national companies. |
| A. | Affiliates |
| B. | Spot buys |
| C. | Spilit run |
| D. | Air time |
| Answer» B. Spot buys | |
| 111. |
______________ is a scheduling strategy in which planned messages run in intermittent periods. |
| A. | Media run |
| B. | Continuous scheduling |
| C. | Pulsing |
| D. | Flighting |
| Answer» D. Flighting | |
| 112. |
______________ is placing media throughout the year with equal weight in each month. |
| A. | Pulsing |
| B. | Flighting |
| C. | Continuous scheduling |
| D. | Zapping |
| Answer» C. Continuous scheduling | |
| 113. |
Pulsing is a scheduling strategy that provides a floor of media support throughout the year and periodic______________. |
| A. | increases |
| B. | decreases |
| C. | intervention |
| D. | timing |
| Answer» A. increases | |
| 114. |
A products purchase cycle may also influence media ______________. |
| A. | planning |
| B. | scheduling |
| C. | mix |
| D. | cost |
| Answer» B. scheduling | |
| 115. |
The more media vehicles used with lots of different programs with more messages leaves the consumes in a ______________. |
| A. | fragmentation |
| B. | isolation |
| C. | composition |
| D. | clutter |
| Answer» D. clutter | |
| 116. |
Media scheduling and the development of creative materials must be integrated so that a company does not miss opportunities for reaching the right ______________ , at the right time, in dynamic ways. |
| A. | manufactures |
| B. | customers |
| C. | audience |
| D. | individuals |
| Answer» C. audience | |
| 117. |
We know that media is reaching more people but there are smaller audience in each channel because there are so many___________. |
| A. | tradition |
| B. | fragmentation |
| C. | identification |
| D. | seggregation |
| Answer» B. fragmentation | |
| 118. |
Distribution of message materials from agency to contracted media is called ______________. |
| A. | media research |
| B. | media management |
| C. | media traffic |
| D. | agency billing. |
| Answer» C. media traffic | |
| 119. |
Advertising to todays consumers, we need to look beyond the ______________ media of print, radio, and television. |
| A. | traditional |
| B. | non - traditional |
| C. | social |
| D. | new |
| Answer» A. traditional | |
| 120. |
The cost of an advertisement or a schedule of ads is often based on ______________. |
| A. | CPP |
| B. | CPR |
| C. | CPI |
| D. | CPM |
| Answer» D. CPM | |
| 121. |
Complete the following definition of advertising media. The advertising media is a marketing communications umbrella concept that covers _________________ to the prospective consumer. |
| A. | Media vehicles |
| B. | Advertising messages |
| C. | Brand |
| D. | Channels |
| Answer» B. Advertising messages | |
| 122. |
Strategic media planning is a complex challenge because advertises must use their knowledge of |
| A. | Demographics |
| B. | Psychographics |
| C. | Behavioural Characteristics |
| D. | All of the above |
| Answer» D. All of the above | |
| 123. |
Addressable media are used |
| A. | For two-way communication |
| B. | For social media |
| C. | To deliver customized marketing messages to identifiable prospects |
| D. | For one way communication |
| Answer» C. To deliver customized marketing messages to identifiable prospects | |
| 124. |
Media strategy is making media decisions based on |
| A. | Understanding customers wants and needs |
| B. | The clients wishes |
| C. | Whims of the market |
| D. | Brand awareness |
| Answer» A. Understanding customers wants and needs | |
| 125. |
Magazine performance has remained stable in recent years due to |
| A. | The development of brand values |
| B. | Low cost |
| C. | Multi-page combinations |
| D. | Their ability to address segmented audiences |
| Answer» D. Their ability to address segmented audiences | |
| 126. |
One of the following is not strength of magazines |
| A. | Shelf-life |
| B. | Quality reproduction |
| C. | Inherent design flexibility |
| D. | Deadline flexibility |
| Answer» D. Deadline flexibility | |
| 127. |
Radio is often referred to as |
| A. | The Theatre of the Absurd |
| B. | Mindful Theatre |
| C. | The Theatre of the Mind |
| D. | Surround Sound |
| Answer» C. The Theatre of the Mind | |
| 128. |
In general, newspapers offer _________ as a media choice. |
| A. | Low Selectivity |
| B. | High Selectivity |
| C. | Low impact |
| D. | Average impact |
| Answer» A. Low Selectivity | |
| 129. |
Newspapers offer _________ as a media choice |
| A. | High Impact |
| B. | Low Impact |
| C. | Low Selectivity |
| D. | High Selectivity |
| Answer» B. Low Impact | |
| 130. |
Interactive media can be best described as |
| A. | Customized Marketing Messages |
| B. | Marketing Communications Mix |
| C. | Marketing Mix |
| D. | Media that allow two-way messages between company and consumer |
| Answer» D. Media that allow two-way messages between company and consumer | |
| 131. |
Extensive local penetration and coverage is indicative of |
| A. | Magazines |
| B. | Newspapers |
| C. | Online Advertising |
| D. | Social Media |
| Answer» B. Newspapers | |
| 132. |
Which of the following is not strength of the television medium? |
| A. | Cost Efficient Medium for Reach |
| B. | High Initial Production Cost |
| C. | High Impact and Dynamic Medium |
| D. | High Reach Medium |
| Answer» B. High Initial Production Cost | |
| 133. |
Place-based media occur in which venues? |
| A. | Scaffolding Wraps |
| B. | Spectaculars |
| C. | Transport |
| D. | Outdoor Billboard |
| Answer» B. Spectaculars | |
| 134. |
One weakness in using out-of-home media is |
| A. | Relatively Low Cost |
| B. | Difficult to Measure and Control |
| C. | Delivers Excellent Reach |
| D. | Demographic Flexibility |
| Answer» B. Difficult to Measure and Control | |
| 135. |
Which medium is often referred to as junk mail? |
| A. | Direct Mail |
| B. | Television |
| C. | Newspaper inserts |
| D. | Yellow Pages |
| Answer» A. Direct Mail | |
| 136. |
RADIO supports media planning as a part of ___________ |
| A. | Integrated media solution |
| B. | Vehicle |
| C. | Does not support |
| D. | Channel |
| Answer» A. Integrated media solution | |
| 137. |
Name the strengths in using radio in a media plan |
| A. | Cost effective |
| B. | Time effective |
| C. | Measurable Results |
| D. | All of the above |
| Answer» D. All of the above | |
| 138. |
Name the major types of advertising found in newspapers |
| A. | Banner |
| B. | Display |
| C. | Classified |
| D. | Forums |
| Answer» B. Display | |
| 139. |
Print advertising is sometimes also called |
| A. | Business Advertising |
| B. | Press Advertising |
| C. | Electronic Advertising |
| D. | Media Advertising |
| Answer» B. Press Advertising | |
| 140. |
A type of publication whereby the content is primarily focused on one particular type of Business or Industry is called as |
| A. | Horizontal Publication |
| B. | Parallel Publication |
| C. | Trade Publication |
| D. | Yellow Publication |
| Answer» C. Trade Publication | |
| 141. |
Trade publication is otherwise called as ___________ |
| A. | Vertical Publication |
| B. | Horizontal Publication |
| C. | Parallel Publication |
| D. | Yellow Publication |
| Answer» B. Horizontal Publication | |
| 142. |
Clutter is defined as_________ |
| A. | Coarse paper stock |
| B. | A promotional tool |
| C. | A faulty broadband connection |
| D. | An overabundance of messages |
| Answer» D. An overabundance of messages | |
| 143. |
Media planning has a much greater role today in the advertising industry than it did 15 years ago. |
| A. | Unsuitable Statement |
| B. | Wrong Statement |
| C. | Immoral Statement |
| D. | Correct statement |
| Answer» D. Correct statement | |
| 144. |
Media planning is carried out through |
| A. | An intuitive process |
| B. | Research and tested formulas |
| C. | Both of the above |
| D. | None of the above |
| Answer» C. Both of the above | |
| 145. |
The media planners task is challenging because it must typically |
| A. | Watch much TV |
| B. | Have knowledge of traditional as well as emerging and converging forms of media |
| C. | Monitor all social sites |
| D. | Know everything about newspapers |
| Answer» B. Have knowledge of traditional as well as emerging and converging forms of media | |
| 146. |
Identify one reason media choices have become more difficult in recent years |
| A. | Internet is used more frequently than any other medium |
| B. | Segmentation |
| C. | Satellite radio has come on the scene |
| D. | Newspapers now use color |
| Answer» B. Segmentation | |
| 147. |
The estimated number of people an advertisement reaches is called |
| A. | Impressions |
| B. | Subscriptions |
| C. | Metrics |
| D. | Newsstand Purchases |
| Answer» A. Impressions | |
| 148. |
Which is not a method of costing media? |
| A. | CPA |
| B. | CTR |
| C. | CPM |
| D. | CPR |
| Answer» D. CPR | |
| 149. |
The print medium continues to rely heavily on CPM to determine scheduling. What is CPM? |
| A. | A percentage of impressions that results in a click |
| B. | A percentage of households tuned to TV |
| C. | The relative average cost to reach one thousand people |
| D. | A payment received for each action |
| Answer» C. The relative average cost to reach one thousand people | |
| 150. |
Which of the following is not a valid statement? |
| A. | It is necessary to plan for out-of-home media |
| B. | The media environment has become fiercely competitive |
| C. | Media planning is less important than creative |
| D. | Independent media buying services specialize in media planning |
| Answer» C. Media planning is less important than creative | |
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