McqMate
These multiple-choice questions (MCQs) are designed to enhance your knowledge and understanding in the following areas: Bachelor of Mass Media (BMM) .
| 151. |
One significant change in the paid-for media environment is |
| A. | The presence of social media sites |
| B. | Terrestrial and satellite radio offerings |
| C. | The number of print vehicles available |
| D. | The addition of cable TV |
| Answer» A. The presence of social media sites | |
| 152. |
Media selections and scheduling decisions associated with delivering advertising constitute a |
| A. | Media Plan |
| B. | Message Weight |
| C. | Media Kit |
| D. | Problem Solving Equation |
| Answer» A. Media Plan | |
| 153. |
Media strategy and media tactics are |
| A. | Same |
| B. | Different |
| C. | Media Plan |
| D. | Media Process |
| Answer» A. Same | |
| 154. |
Which of the following would not be involved in setting media objectives? |
| A. | Geographic |
| B. | Frequency |
| C. | Reach |
| D. | Low involvement purchase decisions |
| Answer» D. Low involvement purchase decisions | |
| 155. |
Demographics in media planning deal with |
| A. | The study of populations |
| B. | The psychology of the consumer |
| C. | The study of media channel |
| D. | The study of product |
| Answer» A. The study of populations | |
| 156. |
Psychographic profiles would include |
| A. | The generation to which the consumer belongs |
| B. | The lifestyle habits, attitudes and values of the consumer |
| C. | The post code of the consumer |
| D. | Pattern of messaging |
| Answer» B. The lifestyle habits, attitudes and values of the consumer | |
| 157. |
The flighting media schedule is |
| A. | A hybrid strategy of scheduling |
| B. | An intermittent pattern of high activity and low activity |
| C. | A continuous pattern of messaging |
| D. | Intermittent, intense activity within a continuous pattern |
| Answer» B. An intermittent pattern of high activity and low activity | |
| 158. |
Reach is defined as? |
| A. | Insufficient exposure to the target audience |
| B. | The Number of times a reader is exposed to a message |
| C. | The total number of duplicated exposures |
| D. | The total number of unduplicated exposures |
| Answer» D. The total number of unduplicated exposures | |
| 159. |
Frequency is defined as? |
| A. | The total number of duplicated exposures |
| B. | Three exposures to the target audience |
| C. | All possible exposures to a target audience |
| D. | The number of times a reader is exposed to a message |
| Answer» D. The number of times a reader is exposed to a message | |
| 160. |
Gross impressions means |
| A. | The percentage of the target audience exposed to a message |
| B. | All possible exposures to a given medium at a given time |
| C. | Both a and b above |
| D. | The standard for a communication message to have an impact on the consumer |
| Answer» B. All possible exposures to a given medium at a given time | |
| 161. |
A graphical representation of the media schedule information is called a |
| A. | A Timetable |
| B. | Media Objectives |
| C. | A Media Flowchart |
| D. | A Media Plan |
| Answer» C. A Media Flowchart | |
| 162. |
The _________________ process commences at corporate level. Here the organization sets out its overall mission, purpose, and values. |
| A. | Researching |
| B. | Strategic Planning |
| C. | Controlling |
| D. | Managing |
| Answer» B. Strategic Planning | |
| 163. |
A statement about what an organization wants to become, which sets out an organization's future, is referred to as: |
| A. | Mission |
| B. | Mission |
| C. | Organizational Goals |
| D. | Vision |
| Answer» D. Vision | |
| 164. |
A statement that sets out what the organization wishes to achieve in the long term is referred to as: |
| A. | Mission |
| B. | Vision |
| C. | Vision |
| D. | Strategic context |
| Answer» A. Mission | |
| 165. |
Organizational values are important because they: |
| A. | Help shape mission statements |
| B. | Help increase sales |
| C. | Help guide behavior and the recruitment and selection decisions |
| D. | Help define market research |
| Answer» C. Help guide behavior and the recruitment and selection decisions | |
| 166. |
Large organizations create ______________, which assume the role of a separate company and create their own strategies and plans in order to achieve their corporate goals and contribution to the overall organization. |
| A. | Marketing Objectives |
| B. | Strategic Business Units |
| C. | Marketing Activities |
| D. | Business Development Units |
| Answer» B. Strategic Business Units | |
| 167. |
The Strategic Marketing Planning process consists of a series of logical steps and these steps can be aggregated into four phases. Which of the following is not included in the phases of the strategic marketing planning? |
| A. | Defining marketing strategy |
| B. | Setting the right mission and corporate goals |
| C. | Reviewing the current situations |
| D. | Formulating Strategy |
| Answer» A. Defining marketing strategy | |
| 168. |
Which of the following firms has often followed a market challenger (second-mover) strategy? |
| A. | Apple computer |
| B. | Ebay |
| C. | Sainsbury s |
| D. | Amazon.com |
| Answer» C. Sainsbury s | |
| 169. |
SWOT is an acronym for: |
| A. | Strategy, working, opinion, tactical |
| B. | Strengths, weakness, opportunities, threats |
| C. | Strategy, Work, openness, toughness |
| D. | Strategy, weakness, opinions, tactics |
| Answer» B. Strengths, weakness, opportunities, threats | |
| 170. |
In SWOT analysis, situations where organizations are able to convert weaknesses into strengths and threats into opportunities, these are called: |
| A. | Strategic windows |
| B. | Strategic leverage |
| C. | Conversion strategies |
| D. | Vulnerability |
| Answer» C. Conversion strategies | |
| 171. |
This is something that at some time in the future may destabilize and/or reduce the potential performance of the organization: |
| A. | Threat |
| B. | Strength |
| C. | Weakness |
| D. | Opportunities |
| Answer» A. Threat | |
| 172. |
________________ is the process that helps managers understand the nature of the industry, the way firms behave competitively within the industry, and how competition is generally undertaken. |
| A. | Market needs analysis |
| B. | Portfolio analysis |
| C. | Strategic market analysis |
| D. | Organizational analysis |
| Answer» C. Strategic market analysis | |
| 173. |
These objectives are often employed in mature markets as firms/products enter a decline phase. The goal is to maximize short-term profits and stimulate a positive cash flow: |
| A. | Harvest Objectives |
| B. | Divest Objectives |
| C. | Hold Objectives |
| D. | Growth Objectives |
| Answer» A. Harvest Objectives | |
| 174. |
Which of the following is not the conditions necessary for the achievement of sustainable competitive advantage (SCA)? |
| A. | The perceived difference results from cheaper price |
| B. | The customer consistently perceives a positive difference between the products and services offered by a company and its competitors. |
| C. | The perceived difference results from the company's relatively greater capability. |
| D. | The perceived difference persists for a reasonable period of time. |
| Answer» A. The perceived difference results from cheaper price | |
| 175. |
These objectives are often the most suitable when firms operate in a market dominated by a major competitor and where their financial resources are limited: |
| A. | Niche Objectives |
| B. | Hold Objectives |
| C. | Harvest Objectives |
| D. | Divest Objectives |
| Answer» A. Niche Objectives | |
| 176. |
This type of growth refers to concentrating activities on markets and/or products that are familiar: |
| A. | Diversification |
| B. | Condensive |
| C. | Integrative |
| D. | Intensive |
| Answer» D. Intensive | |
| 177. |
An organization can offer standard products at acceptable levels of quality, yet still generate above-average profit margin by adopting _____________ |
| A. | Differentiation |
| B. | Focus Strategy |
| C. | Cost leadership |
| D. | Market follower strategy |
| Answer» C. Cost leadership | |
| 178. |
___________ are about organizations seeking gaps in broad market segments or finding gaps in competitors' product ranges. |
| A. | Market niche strategies |
| B. | Differentiation |
| C. | Cost leadership |
| D. | Focus Strategies |
| Answer» D. Focus Strategies | |
| 179. |
Attack the market and defend the position are the prime strategies pursued by a firm with ___________ positioning. |
| A. | Market challenger |
| B. | Market Leader |
| C. | Market Follower |
| D. | Market Nicher |
| Answer» B. Market Leader | |
| 180. |
Diversification is best described as which of the following? |
| A. | Existing products in new markets |
| B. | Existing products in existing markets |
| C. | New products for new markets |
| D. | New products for existing markets |
| Answer» C. New products for new markets | |
| 181. |
Key performance indicators, which companies set and measure their progress towards in order to determine whether or not they have improved or maintained their performance over a given period of time, are referred to as: |
| A. | Marketing implementation |
| B. | Marketing program |
| C. | Budgeting |
| D. | Marketing Metrics |
| Answer» D. Marketing Metrics | |
| 182. |
In terms of the increasing complexity in media buying and selling, _____ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing. |
| A. | Mixed-media approaches |
| B. | Recency planning |
| C. | Pulsing |
| D. | Value added packages |
| Answer» D. Value added packages | |
| 183. |
Companies employ the elements of the _____ (product concept, target audience, advertising message, and communications media) to devise strategies to achieve advertising objectives. |
| A. | Synergistic approach |
| B. | Creative mix |
| C. | Advertising impression |
| D. | Advertising response curve |
| Answer» B. Creative mix | |
| 184. |
In terms of the scope of media-planning activities, which of the following is the purpose of the situation analysis? |
| A. | To determine what to communicate through ads |
| B. | To understand the marketing problem |
| C. | To compare and select the best media within broad classes |
| D. | To tr |
| Answer» A. To determine what to communicate through ads | |
| 185. |
In terms of message-distribution objectives, which of the following is a definition of reach? |
| A. | It refers to a measure of the intensity of a schedule based on repeated exposures to the medium. |
| B. | It refers to total size of the audience for a set of ads or an entire campaign. |
| C. | It refers to the total number of unique people exposed to a medium during a given period of time. |
| D. | It refers to the duration of an advertising message or campaign over a given period of time |
| Answer» C. It refers to the total number of unique people exposed to a medium during a given period of time. | |
| 186. |
_____ measures the intensity of a media schedule, based on repeated exposures to the medium or the program. |
| A. | Frequency |
| B. | Reach |
| C. | Rating |
| D. | Gross impression |
| Answer» A. Frequency | |
| 187. |
In terms of media planning, which of the following refers to effective reach? |
| A. | The duration of an advertising message or campaign over a given period of time |
| B. | The average number of times individuals or homes are exposed to the medium |
| C. | The total size of the audience for a set of ads or an entire campaign |
| D. | A measure of the number or percentage of the audience who receive enough exposures to truly receive the message |
| Answer» D. A measure of the number or percentage of the audience who receive enough exposures to truly receive the message | |
| 188. |
The advertising response curve indicates that: |
| A. | Incremental response to advertising diminishes with repeated exposures. |
| B. | Audience fragmentation increases effective reach. |
| C. | Repeated exposures to ads increase advertising success. |
| D. | Probable exposures increase with audience fragmentation. |
| Answer» A. Incremental response to advertising diminishes with repeated exposures. | |
| 189. |
Which of the following refers to spillover media? |
| A. | It refers to particular magazines that are chosen according to how well they expose the message to the media audience. |
| B. | It refers to the specific types of people the advertiser wants to reach. |
| C. | It refers to all communications vehicles available to a marketer. |
| D. | It refers to local media that many consumers in a neighboring country inadvertently receive. |
| Answer» D. It refers to local media that many consumers in a neighboring country inadvertently receive. | |
| 190. |
Which of the following is an advantage of using direct mail as a media vehicle? |
| A. | Combines sight, sound and movement |
| B. | Larger than life |
| C. | Social Dominance |
| D. | Highly Personal |
| Answer» D. Highly Personal | |
| 191. |
_____ refers to a method for scheduling media in which the airwaves (both cable and network TV channels) are flooded to make it virtually impossible to miss the ads. |
| A. | Blinking |
| B. | Flighting |
| C. | Pulsing |
| D. | Bursting |
| Answer» A. Blinking | |
| 192. |
The merits of newspaper as a medium of advertising are: |
| A. | Wide coverage |
| B. | Quick response |
| C. | Regularity and frequency |
| D. | All of the above |
| Answer» D. All of the above | |
| 193. |
The demerits of magazine advertising are |
| A. | Selectivity |
| B. | Loyalty and prestige |
| C. | Inflexibility |
| D. | Visual display |
| Answer» C. Inflexibility | |
| 194. |
The merits of radio advertising are |
| A. | Human touch |
| B. | Not mass coverage |
| C. | Not selectivity |
| D. | Group Coverage |
| Answer» A. Human touch | |
| 195. |
Media scheduling is a very next managerial task, once the _______ is developed |
| A. | Media plan |
| B. | Research |
| C. | Media mix |
| D. | Deep impact |
| Answer» C. Media mix | |
| 196. |
Media literacy means the ability to |
| A. | Read and write |
| B. | Create professional media |
| C. | Understand and use media |
| D. | Prepare for a career in media |
| Answer» C. Understand and use media | |
| 197. |
Good media criticism should always |
| A. | Reveal negative aspects of media |
| B. | Offer analysis based on reason |
| C. | Warn us that ads sell us things we don't need |
| D. | Condemn our emotional reactions to media |
| Answer» B. Offer analysis based on reason | |
| 198. |
In media studies "converging" refers to the coming together of |
| A. | Two or more people, in public |
| B. | Different professional ideas about media |
| C. | Computer, telephone, and mass media technologies |
| D. | Mass media and mass communication |
| Answer» C. Computer, telephone, and mass media technologies | |
| 199. |
Economies of scale save a company money because they enable the company to |
| A. | Make a large variety of products |
| B. | Make many copies of a product |
| C. | Scale down the size of their products |
| D. | Charge higher prices than their competitors |
| Answer» B. Make many copies of a product | |
| 200. |
In terms of media/government relationships in the world today, the media in most countries are |
| A. | Government owned and operated |
| B. | Privately owned and government controlled |
| C. | Privately owned and free from government control |
| D. | Mixed in terms of government and private ownership and control |
| Answer» D. Mixed in terms of government and private ownership and control | |
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