Media Planning MCQs [set-3]

51. ______________ refers to the average number of times an individual

within target audience is exposed to a media vehicle during a given period
of time.

A. Frequency

B. Reach

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C. Continuity
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D. CPM
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Answer: A

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c requires a degree of ______________.
52. An effective media strategy

A. continuity
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B. media mix

C. flexibility

D. discontinuous

Answer: C

53. ______________ covers two broad decisions selection of media class,

and selection of media vehicle with in media class.

A. Media mix

B. Media strategy

C. Media objective

D. Media selection

Answer: D

54. The implementation of media plan requires ______________.

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 A. Media slot

B. Media mix

C. Media buying

D. Media selection

Answer: C

55. Media Buying refers to buying ______________ in the selected media.

A. slot
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B. space
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C. vehicle
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D. time and space
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Answer: D
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56. ______________ is a way of describing audience based on factors
such as age, gender, education level, town class, income etc.

A. Demographic

B. Psychographic

C. Socio-economic

D. Infographics

Answer: A

57. ______________ is a way of describing audience based on the their life

style, attitudes, aspirations, habits etc.

A. Demographics

B. Psychographics

C. Socio-economic

D. Infographics

Answer: B

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58. Media ______________ is a primary goal of advertising media planning
and buying.

A. frequency

B. efficiency

C. flexibility

D. reach

Answer: B

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59. Scheduling in ______________can help avoid the irritation factor and
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can keep an advertising campaign freshers for a longer time.
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A. continuity
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B. random c
C. waves M
D. avails

Answer: C

60. A magazines___________ starts with its circulation and grows as

original readers pass an issue along to other readers.

A. subscribe

B. reader

C. audience

D. publisher

Answer: C

61. The average magazine draws half of its revenue from ______________
and half from circulation.

A. marketing

B. audience

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 C. subscribers

D. advertising

Answer: D

62. ______________ is a highly negotiable medium when it comes to

pricing.

A. News paper

B. Radio

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C. Television
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D. Internet
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Answer: B

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63. A large amount of ______________ advertising is for retailers, local
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businesses and for promotions.

A. news paper

B. magazines

C. radio

D. television

Answer: C

64. The ______________ should be the formal summation of the

advertising task that the media planner will take on to a solution.

A. media brief

B. media expansion

C. media buying

D. media selling

Answer: A

65. Companies are exploring the ______________ for communicating their

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advertising message because of its several attractive features and
advantages.

A. television

B. newspaper

C. radio

D. new media

Answer: D

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66. The advertising industry is passing through a transition phase with the
emergence of the ______________media.
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A. television
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B. online
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C. interactive c
D. information
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Answer: B

67. New media is very cost-effective when compared to the traditional

media and is highly ______________.

A. reliable

B. requted

C. resourceful

D. result-oriented

Answer: D

68. The ______________ is the biggest possible medium and has the
quickest and the deepest reach throughout the globe.

A. web

B. TV

C. radio

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 D. outdoor

Answer: A

69. Digital technology is changing the way ______________ relate to

products and markets.

A. manufactures

B. consumer

C. delears

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D. industry
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Answer: B
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70. Cyber consumers are not ______________.
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A. active

B. passive
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C. homogeneous

D. heterogeneous

Answer: C

71. Media ______________is a primary goal of advertising media planning

and buying.

A. flexibility

B. expansion

C. frequency

D. efficiency

Answer: D

72. Frequency of ______________describes the number of times that your

advertisement appears in the media.

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 A. continuity

B. exposure

C. repetition

D. insertion

Answer: D

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

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A. marketing
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B. media
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C. corporate

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D. campaign
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Answer: A
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74. Advertisers use many factors other than the ______________ in their
media analyses and plans.

A. activities

B. audience

C. attributes

D. influntials

Answer: B

75. Selectivity is related to ______________.

A. portrayal

B. relevance

C. support

D. coverage

Answer: D

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