Show:
Overview
Media Plan Components
Media Relationships with other Factors
TV Measurement
Digital Measurement
100

What one of the following options is a physical touchpoint at the stage of consideration in a customer journey? 



a.Newsletter

b.Cold Canvas

c.Customer Service

d.Blogs

C. Cold Canvas

100

Steps in analyzing competitors


  1. Identify competitors, evaluate their objectives & strategies, then choose your right strategy to attack

  2. Evaluate competitors’ objectives & strategies, identify them, then choose your right strategy to attack

  3. Identify competitors, choose your right strategy to attack, then evaluate their objectives & strategies

  4. None of them is right

A. Identify competitors, evaluate their objectives & strategies, then choose your right strategy to attack

100

What one of the following options is a digital touchpoint at the stage of consideration in a customer journey?

  1. Customer Service

  2. Cold Canvas

  3. Newsletter

  4. Blog

4. Blog


100

What is the UNIVERSE?

  1. Target Audience

  2. Target Audience Pool

  3. Target Sample

  4. Total Population

2. Target Audience Pool

100

The average number of times that a person sees an ad is...

A. Impression

B. Average Frequency

C. Reach

Average Frequency

200

Your boss asks you to devise a media plan for a new campaign in April. You don’t know where to start so you come to ask one of your colleagues, who advises you to think about which medium you should select first? Is your colleague right to give you that advice?

  1. Yes

  2. No

No.

200

Annie, who is working for Adidas, is assigned to complete a media plan with a little information given by her line manager. As a result, she decides to do some research on Nike, Under Armor & other relevant brands. What phase is she at to prepare for her media plan?

  1. Marketing Problem

  2. Creative Strategy

  3. Competitive Analysis

  4. All are correct

3. Competitive Analysis

200

There is an argument that a media planner is actually an integrated communications specialist. Is this argument right or wrong?

Right!

200

The target audience of a campaign includes 10 people. Person X sees an advertisement 2 times, person Y sees that ads 4 times, and person Z sees the ads 1 time. How many percentages of reach does the ads earn?

  1. 10%

  2. 30%

  3. 50%

  4. 70%

70%

200

Which one is considered as Native Ads.



300

Which of the following is NOT the element contributing to becoming a good media planner?

  1. A good comprehension of marketing

  2. A rigor understanding of computer

  3. The ability to make good judgments about media

  4. A brilliant media production skill

A brilliant media production skill

300

What is the following advertising scheduling strategy given below?

  1. Pulsing

  2. Flighting

  3. Continuous


2. Flighting

300

At the stage of purchase decision in the consumer decision-making process, which one of the following is the most equivalent IMC tools?

  1. Email

  2. Trade Shows

  3. Sales promotion

  4. Conferences

Sales Promotion

300

If 1 GRPs is equivalent to 1 percent of all potential target audiences then 2 GRPs means:

  1. 2 percent of all potential TA see the ads, each of them sees the ads only once.

  2. 1 percent of all potential TA see the ads, each of them sees the ads twice on average.

  3. Both are right

Both are right.

300

An advertisement is placed on several websites in accordance with specific topics or content. This is...

A. Behavioral targeting

B. Contextual targeting

C. In-market targeting

B. Contextual targeting
400


Dove accidentally discovered that 80% of women came across negative chatter on social media. Dove’s goal was to change that and make social media a more positive experience. As a result, Dove teamed up with Twitter and built a tool to launch the #SpeakBeautiful Effect, that breaks down which body-related words people use the most and when negative chatter appears during the day.

According to Dove, women were inspired by their message.#SpeakBeautiful was used more than 168,000 times

What is the most likely to be the media type that Dove has got in the campaign?

  1. Owned

  2. Paid

  3. Earned

Earned media

400

In the discussion among three friends, each of them has different opinions on what should be the first element need to calculate the appropriate KPIs for a media plan.

Friend A: To my way of thinking, we should know what is our creative strategy such as message and big concept first, then we can calculate the KPIs based on that.

Friend B: In my opinion, we should find out how much or large our target audience is so that we can come up with the approximate number of KPIs equivalent to the TA size. 

Friend C. It seems to me that we need to look at the goals of a whole marketing campaign then decide how many KPIs should be included. 


A, B, or C is right?

Friend B.
400

Reorder the steps given below from the biggest to the smallest:

  1. Marketing Plan

  2. Media Objective

  3. Advertising Objective

  4. Marketing Objective

  5. Media Plan

1. Marketing Plan

2. Marketing Objective

3. Adversiting Objective

4. Media Objective

5. Media Plan

400

A program “ABC” is aired on TV normally within 30 minutes on Channel XYZ. 

  • Person A watched it for 10 minutes then switched to another channel. 

  • Person B viewed it for only 5 minutes then turned off to do something else. 

  • Person C watched it for 15 minutes then fell asleep while the program was launching till the end.

  • Person D watched it for 15 minutes then also turned off the TV.

What is the TVR (%) of the program?

  1. 25%

  2. 37.5%

  3. 45.5%

  4. 50%

50%

400

Five Key Areas of Media Verification include: 

A. Inappropriate Content, Geo-targeting, Competitive Seperation, Viewability, & Fraud Detection

B. Premium Inventory, Ad Fraud, Geo-targeting, Competitive Seperation, & Viewability

C. Audience Targeting, Ad Fraud, Geo-targeting, Competitive Seperation, & Viewability

A. A. Inappropriate Content, Geo-targeting, Competitive Seperation, Viewability, & Fraud Detection