TYBMS SEM 6: Marketing: Media Planning & Management (Objective Questions with Solution)

  Paper/Subject Code: 86012/Marketing: Media Planning & Management

TYBMS SEM 6: 

Marketing: 

Media Planning & Management 

(Objective Questions with Solution)

Q.IA) Select the correct option; (Any 8 out of 10)                     08 marks

1. _______ is not a strength of magazines

a) shelf-life

b) inherent design flexibility

c) deadline flexibility

d) quality reproduction

2. Clutter is defined as _______

a) A faulty broadband connection

b) Coarse paper stock

c) An overabundance of messages

d) A promotional tool

3. Reach is defined as _______

a) Insufficient exposure to the target audience

b) The Number of times a reader is exposed to a message

c) The total number of duplicated exposures

d) The total number of unduplicated exposures

4. Which of the following is a key component of media planning that involves only with determining where and when to place advertisements?

a) Media Strategy

b) Media Mix

c) Media Scheduling

d) Media Buying

5. A media plan is typically developed based on:

a) Creative Execution

b) Brand Reputation

c) Marketing Objectives

d) Market Valuation

6. Media buying involves:

a) Negotiating prices with media vendors

b) Selecting the most suitable media channels

c) Developing creative advertisements

d) Evaluating campaign effectiveness

7. What term refers to the cost of reaching one thousand individuals with an advertising message?

a) Cost per Click

b) Cost per Exposure

c) Cost per Interaction

d) CPM

8. The process of analyzing the effectiveness of media campaigns and making adjustments for improvement is known as:

a) Media Assessment

b) Media Evaluation

c) Media Monitoring

d) Media Analysis

9. The total number of times an advertisement is seen by the target audience is measured by:

a) Advertising Impressions

b) Media Exposure

c) Advertising Frequency

d) Media Reach

10. Which term refers to the comprehensive strategy outlining where and when advertisements will be placed to achieve marketing objectives?

a) Advertising Blueprint

b) Media Strategy

c) Audience Targeting

d) Market Analysis

Q.1B) Match the column (any 7-out of 10)

Q.1A) Select the correct option; (Any 8 out of 10) :         (08)

1. Clutter is defined as _________.

a) A faulty broadband connection

b) Coarse paper stock

c) An overabundance of messages

d) A promotional tool

2. ________ is not a strength of magazines

a) shelf-life

b) inherent design flexibility 

c) deadline flexibility

d) quality reproduction

3. A specific carrier within a medium category is _________.

a) reach

b) frequency

c) impression 

d) media vehicle

4. Media selections and scheduling decisions associate with delivering advertising constitute a __________.

a) Media Plan

b) Message Weight

c) Media Kit

d) Problem Solving Equation 

5. The flighting media schedule is ________.

a) A hybrid strategy of scheduling

b) An intermittent pattern of high activity and low activity

c) A continuous pattern of messaging

d) Intermittent, intense activity within a continuous pattern

6. What is ABC?

a) American business circle

b) American business corporation

c) Audit Bureau of circulation

d) Asian Broadcasters corporation

7. The print medium continues to rely heavily on CPM to determine scheduling. What is CPM?

a) A percentage of impressions that results in a click 

b) A percentage of households tuned to TV

c) The relative average cost to reach one thousand people

d) A payment received for each action

8. Reach is defined as _______.

a) Insufficient exposure to the target audience

b) The Number of times a reader is exposed to a message

c) The total number of duplicated exposures 

d) The total number of unduplicated exposures

9. The implementation of media plan requires________.

a) Media slot 

b) Media mix

c) Media buying 

d) Media selection

10. Media planners begin their work by doing media _______.

a) research

b) message

c) buying

d) selling

Q.1B) Match the column (any 7 out of 10)

Group ‘A	Group B
1) CPM	(A) Measuring the effectiveness Method
2) Continuity	(B) Emerging media option
3) IRS	(C) Opportunity to see
4) Clutter in outdoor	(D) measuring brand and category
5) frequency	(E) Gross impression
6) GI	(F) Number of times an ad is repeated in a given period of time
7) Diary method	(G) When too many hoardings are placed next to each other
8) BDI and CDI	H) Cost per thousand
9) Mobile advertisement in India	(I) Indian readership survey
10) OTS	(J) When an ad runs in the media for a long time without any gap

Ans: 

Group ‘A	Group B
1) CPM	H) Cost per thousand
2) Continuity	(J) When an ad runs in the media for a long time without any gap
3) IRS	(I) Indian readership survey
4) Clutter in outdoor	(G) When too many hoardings are placed next to each other
5) frequency	(F) Number of times an ad is repeated in a given period of time
6) GI	(E) Gross impression
7) Diary method	(A) Measuring the effectiveness Method
8) BDI and CDI	(D) measuring brand and category
9) Mobile advertisement in India	(B) Emerging media option
10) OTS	(C) Opportunity to see

Q.1A) Match the Column; (Any 8 out of 10) :         (08)

Group ‘A	Group B
1) OTS	(A) Gross impression
2) Continuity	(B) Measuring the effectiveness Method
3) IRS	(C) No. of times a prospect is exposed to a advertisement
4) SD	(D) Emerging media option
5) Clutter in outdoor	(E) Aim a radio or TV program at specific, limited audience or consumer
6) Narrowcasting	(F) When too many hoardings are placed next to each other
7) Mobile advertisement in India	(G) Standard Definition
8 frequency	H) Indian readership survey
9) Diary method	(I) When an ad runs in the media for a long time without any gap
10) GI	(J) Opportunity to see

Ans: 

Group ‘A	Group B
1) OTS	(J) Opportunity to see
2) Continuity	(I) When an ad runs in the media for a long time without any gap
3) IRS	(H) Indian readership survey
4) SD	(G) Standard Definition
5) Clutter in outdoor	(F) When too many hoardings are placed next to each other
6) Narrowcasting	(E) Aim a radio or TV program at specific, limited audience or consumer
7) Mobile advertisement in India	(D) Emerging media option
8 frequency	C) No. of times a prospect is exposed to a advertisement
9) Diary method	(B) Measuring the effectiveness Method
10) GI	(A) Gross impression

Q.1 B) State whether the following statements are True or False (Any 7)    (07)

1. The word media is derived from the Latin word 'Middle" 

Ans: True. The word "media" is indeed derived from the Latin word "medium," which means "middle."

2. Geographic coverage is one of the elements of media mix.

Ans: False. While geographic coverage can be a consideration in media planning, it is not one of the elements typically included in the traditional media mix. The media mix usually consists of advertising channels such as television, radio, print, outdoor, and digital.

3. Reach Indicates a percentage of target audience who is exposed at least ones in a given period to a particular media vehicle. 

Ans: True. with a minor correction. Reach indicates the percentage of the target audience who is exposed at least once in a given period to a particular media vehicle.

4. The TRP stands for TAM rating Points.

Ans: False. TRP stands for Television Rating Points, not TAM rating Points. TAM (Television Audience Measurement) is a system used to measure television viewership.

5. Pulsing is same advertising intensity across the year.

Ans: False. Pulsing refers to a strategy where advertising intensity varies over time, with periods of higher advertising followed by periods of lower advertising. It is not the same as having the same advertising intensity across the year, which would be a continuous strategy.

6. You start as an editor in chief in a media company as new recruit. 

Ans: True.

7. Radio has the maximum reach as compared to all media vehicles.

Ans: False. While radio can have significant reach, it does not necessarily have the maximum reach compared to all media vehicles. The reach of each media vehicle depends on various factors such as the target audience, geographic location, and media consumption habits.

8. OOH stands for Option to Outdoor Home. 

Ans: False. OOH stands for Out of Home, not Option to Outdoor Home.

9. Slow internet speed is one of the challenge by internet advertising.

Ans: True. with a slight correction. Slow internet speed can indeed be a challenge for internet advertising.

10. Most Media companies work on fixed rates and no negotiations.

Ans: False. While some media companies may have fixed rates, negotiations are common in the media industry, especially for larger advertising campaigns or long-term partnerships.

Q.1A) Match the Column; (Any 8 out of 10) :         (08)

Group ‘A	Group B
1) OTS	(A) Gross impression
2) Continuity	(B) Measuring the effectiveness Method
3) IRS	(C) No. of times a prospect is exposed to a advertisement
4) SD	(D) Emerging media option
5) Clutter in outdoor	(E) Aim a radio or TV program at specific, limited audience or consumer
6) Narrowcasting	(F) When too many hoardings are placed next to each other
7) Mobile advertisement in India	(G) Standard Definition
8 frequency	H) Indian readership survey
9) Diary method	(I) When an ad runs in the media for a long time without any gap
10) GI	(J) Opportunity to see

Ans: 

Group ‘A	Group B
1) OTS	(J) Opportunity to see
2) Continuity	(I) When an ad runs in the media for a long time without any gap
3) IRS	(H) Indian readership survey
4) SD	(G) Standard Definition
5) Clutter in outdoor	(F) When too many hoardings are placed next to each other
6) Narrowcasting	(E) Aim a radio or TV program at specific, limited audience or consumer
7) Mobile advertisement in India	(D) Emerging media option
8 frequency	C) No. of times a prospect is exposed to a advertisement
9) Diary method	(B) Measuring the effectiveness Method
10) GI	(A) Gross impression

Q1 (B) State the following statements are True or False. (Any 7).        (07)

1. Reach indicates the number of times people in the target audience are exposed to a media vehicle during a given period of time. 

Ans: True

2. Inflated balloons to display advertisements is not a type of OOH media

Ans: True

3. Out-of-home media advertising is focused on marketing to consumers when they are "on the go" in public places. 

Ans: True

4. Newspapers are the most popular form of print media.

Ans: False (Newspapers are popular, but they are not necessarily the most popular form of print media.)

5. The consumer always connects with the teaser advertisement. 

CAns: False (onsumers may not always connect with teaser advertisements.)

6. Pulsing Advertising is same as Continuous advertising.

Ans: False (Pulsing Advertising involves alternating periods of intense advertising with periods of lighter or no advertising, while Continuous advertising maintains a steady level of advertising throughout.)

7. The concentrated advertising means to spend the entire advertising budget within one flight.

Ans: False (Concentrated advertising refers to focusing advertising efforts on a specific geographic area or demographic segment, not necessarily spending the entire budget within one flight.)

8. SOV's is also called as Share of voice

Ans: True

9. GRP stands for Gross Rating Plan.

Ans: False (GRP stands for Gross Rating Point.)

10. Circulation is the average number of copies of a publication that are sold.

Ans: False. (Circulation refers to the total number of copies of a publication distributed, including both sales and subscriptions.)