Chapter 16—Advertising Media: Planning and Analysis

Chapter 16—Advertising Media: Planning and Analysis

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. Advertising purchased on all network programs aired simultaneously so that all consumers viewing TV at this time will be exposed to the brand’s advertising is called a roadblock.

ANS:  T                    PTS:   1

2. Vehicles are the general communication methods that carry advertising messages, and media are the specific broadcast or print choices in which advertisements are placed.

ANS:  F                    PTS:   1

3. For media planners, the choice of media and vehicles is, in many respects, the most straightforward of all marketing communications activities.

ANS:  F                    PTS:   1

4. A recent change that has occurred in the advertising industry is the “unbundling” of media planning from creative services.

ANS:  T                    PTS:   1

5. Media planning is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.

ANS:  T                    PTS:   1