Media Planning 4

Objective Questions and Answers of MBA: Media Planning 4

Subject: Objective Questions and Answers of MBA: Media Planning 4

Part 4: Objective questions and answers of Media Planning


Q1. 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


Q2. 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


Q3. Advertising media do not operate in a vacuum: they must be part of the overall _______and advertising plans.

a) Marketing

b) Media

c) Corporate

d) Campaign


Q4. Advertising to today’s consumers, we need to look beyond the _________ media of print, radio, and television.

a) Traditional

b) Non – traditional

c) Social

d) New


Q5. 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.


Q6. 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


Q7. Communication without words:

a) Mass communication

b) Visual communication

c) Non-verbal communication

d) None of these


Q8. 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


Q9. 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


Q10. Creating and securing a brand name in the physical world requires extensive marketing. _________.

a) Research

b) Strategy

c) Effort

d) Media


Q11. Customers'_________ have become the order of the day.

a) Endorsement

b) Information

c) Awareness

d) Knowledge


Q12. Cyber consumers are not _________

a) Heterogeneous

b) Segmented

c) Mass

d) Homogeneous


Q13. 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


Q14. Digital branding, in general need to have the consumer- specific orientation addressed to consumers in a _________ context

a) Geographic

b) Natural

c) Confined

d) Cultural


Q15. Distribution of message materials from agency to contracted media is called ____.

a) Media research

b) Media management

c) Media traffic

d) Agency billing.


Q16. 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


Q17. 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


Q18. Which of the following firms has often followed a market challenger (second-mover) strategy?

a) Apple computer

b) Ebay

c) Sainsbury s



Q19. 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


Q20. Which medium is often referred to as junk mail?

a) Direct mail

b) Television

c) Newspaper inserts

d) Yellow pages


Part 4: Objective questions and answers of Media Planning


Q1. Answer a


Q2. Answer c


Q3. Answer a


Q4. Answer a


Q5. Answer a


Q6. Answer b


Q7. Answer c


Q8. Answer b


Q9. Answer b


Q10. Answer a


Q11. Answer a


Q12. Answer d


Q13. Answer a


Q14. Answer d


Q15. Answer c


Q16. Answer b


Q17. Answer d


Q18. Answer c


Q19. Answer d


Q20. Answer a