1. Events are an example of measured media. a. True

b. False

b. False

2. With the merger of movies, music, gaming, and other entertainment, media planning no longer 

involves numbers, schedules, and deadlines.

a. True

b. False

b. False

3. A media vehicle refers to a broader category of media than a media class. a. True

b. False

b. False

4. Market and advertising research determines that certain media options hold the highest potential for 

shaping the consumer behavior of the target audience.

a. True

b. False

a. True

5. In a real world scenario, the overall development of the advertising plan takes place right after the 

media planning process.

a. True

b. False

b. False

6. Geo-targeting is defined as the expansion of media placement beyond certain regions or national 

borders and into diverse cultures and global markets.

a. True

b. False

b. False

7. The number of people or households that will be exposed to a media vehicle at least one time during 

a particular period is referred to as frequency.

a. True

b. False

b. False

8. Media vehicles with broad reach are ideal for consumer convenience goods, such as toothpaste and 

cold remedies. a. True

b. False

a. True

9. Broadcast television, cable television, and national magazines have the largest and broadest reach of 

any of the media.

a. True

b. False

a. True

10. In the context of audience exposure to a media vehicle, increasing the frequency of exposures 

results in an increased reach of the target audience.

a. True

b. False

b. False

11. Message impressions refer to exposures to the ads themselves. a. True

b. False

a. True

12. The message weight objective provides a very specific, detailed perspective for a media planner. a. 

True

b. False

b. False

13. A retailer selling books runs its print ads in a newspaper during the first week of October, the first 

week of

November, and Thanksgiving week. The retailer is using a between-vehicle media strategy. a. True

b. False

b. False

14. The financial advantages of flighting are that discounts might be gained by concentrating media buys 

in larger blocks. a. True

b. False

a. True

15. The forgetting function is based on latest psychological research and explains the random and 

unique nature of

each individual's memory.

a. True

b. False

b. False

16. CPM (cost per million) is a measure of the dollar cost of reaching a million audience members with a 

particular medium.

a. True

b. False

b. False

17. In push media, the consumer goes looking for the advertiser or advertising. a. True

b. False

b. False

18. A 30-second television ad is an example of pull media. a. True

b. False

b. False

19. In social media, the brand-consumer relationship is characterized by two nodes—marketer to 

consumer.

a. True

b. False

b. False

20. Product placement is the most expensive and compelling approach for clients seeking branded 

entertainment opportunities.

a. True

b. False

b. False

21. Electronic data services provide standardized data, reports, and analyses that are comparable across 

media categories.

a. True

b. False

b. False

22. Individual syndicated services typically analyze media categories that they do not measure. a. True

b. False

b. False

23. Creating a visual representation of the media schedule gives an advertiser tangible documentation 

of the overall media plan.

a. True

b. False

a. True