Chapter 12 - Media Planning Essentials

Chapter 12 – Media Planning Essentials

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. Back in the old days of advertising, agencies made their money by keeping the 5 percent discount at which they purchased media, after charging clients full price.

ANS:  F                    DIF:    Easy               REF:   p. 428             OBJ:   12-1

NAT:  AACSB Communication | CB&C Model Marketing Plan   TYP:   Knowledge

2. Internet media, cross-promotions, product placements, buzz and viral marketing, and movies as feature-length commercials are all forms of new media.

ANS:  T                    DIF:    Moderate       REF:   p. 429             OBJ:   12-1

NAT:  AACSB Analytic | CB&C Model Promotion                     TYP:   Comprehension

3. BBC, Al Jazeera and CNN are no longer considered global media.

ANS:  F                    DIF:    Easy               REF:   p. 430             OBJ:   12-1

NAT:  AACSB Analytic | CB&C Model International Perspective

TYP:   Knowledge

4. Perhaps the single biggest change in the media world is the high cost for consumers who purchase or use today’s media.

ANS:  F                    DIF:    Moderate       REF:   p. 431             OBJ:   12-1

NAT:  AACSB Analytic | CB&C Model Marketing Plan              TYP:   Comprehension

5. Today’s expanding matrix of media options requires attention to detail, creativity, and strategic thinking if the result is to be a media plan that effectively specifies how the message will reach the target audience.

ANS:  T                    DIF:    Moderate       REF:   p. 434             OBJ:   12-2

NAT:  AACSB Analytic | CB&C Model Marketing Plan              TYP:   Comprehension