Advertising And Promotion Canadian 6th Edition By Guolla – Test Bank

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1) The primary objective of ________ is to develop a framework that will deliver the message to the
target audience in the most efficient, cost-effective manner possible.
A) market segmentation B) organizational planning
C) target marketing D) media planning
Answer: D
2) The media plan:
A) has five formalized stages that cannot be omitted from the process
B) requires the development of specific media objectives
C) includes product development
D) includes sales and marketing forecasts and potentials
Answer: B
3) According to Media Digest’s research on Canadian media expenditures, the media type which earns
the highest revenues is:
A) online B) daily newspapers
C) television D) magazines
Answer: A
4) Category need, brand awareness, brand attitude and brand trial are all examples of:
A) media objectives B) communication strategies
C) creative execution D) media strategies
Answer: A
5) If the advertiser selects media to allow immediate purchase of the brand, the media objective is most
likely:
A) brand attitude B) brand trial
C) category need D) media optimization
Answer: B
6) Media selected to ensure that a certain percentage of the target audience has favourable beliefs about
the brand’s benefits are most likely satisfying a ________ media objective.
A) profit maximization B) brand awareness
C) brand attitude D) category need
Answer: C
7) Campbell Soup is the market share leader in Canada, but many new competitors have entered the
market. In order to protect their leadership position and minimize consumers’ switching to one of the
new brand entries, Campbell should set a ________ media objective.
A) brand repeat purchase B) brand trial
C) head-to-head D) brand leadership
Answer: A
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8) ________ is the measure of the number of different audience members exposed at least once to a
media vehicle.
A) Exposure B) Viewer number C) Reach D) Frequency
Answer: C
9) Each of the following satisfies a brand awareness media objective EXCEPT:
A) Provide sufficient number of exposures to ensure that 60 percent of the target audience
recognizes the need for the product category.
B) Provide sufficient number of exposures to ensure that 60 percent of the target audience
recognizes the brand name when it’s suggested to them.
C) Select media to provide coverage of 80 percent of the target audience this quarter.
D) Concentrate advertising during the target audience’s peak purchasing time.
Answer: A
10) ________ refers to the potential audience that might receive the message through a vehicle.
A) Frequency B) Coverage C) Reach D) Exposure
Answer: B
11) ________ is the number of times a receiver is exposed to a message in a given time period.
A) Potency B) Coverage C) Reach D) Frequency
Answer: D