KLE SOCIETY’S SCIENCE AND COMMERCE COLLEGE, NAVI

MUMBAI

EXAMINATION, SEPTEMBER/OCTOBER 2020

Regular TYBMS (2019-2020) – SEM - VI

Class: - T.Y.BMS

Subject: - Media Planning and Strategic Management

Program: BMS SEM: VI

1. ______________, in advertising, is a series of decisions involving the delivery of message to the targeted
audience.
A. Market Analysis
B. Media Objective
C. Media Planning
D. Media Strategy

2. Every media plan begins with the ______________.

A. media objective
B. market analysis
C. media mix
D. media strategy

3. The ______________ of target audience helps media planner to understand the media consumption
habit, and accordingly choose the most appropriate media mix.
A. analysis
B. identification
C. selection
D. classification

4. ______________ describes what you want the media plan to accomplish.

A. Media Objective
B. Media analysis
C. Media mix
D. Media strategy

5. ______________ refers to the number of people that will be exposed to a media vehicle at least once during
a given period of time.
A. Frequency
B. Reach
C. CPM
D. CPP

6. ______________ refers to the average number of times an individual within target audience is exposed
to a media vehicle during a given period of time.
A. Frequency
B. Reach
C. Continuity
D. CPM

7. An effective media strategy requires a degree of ______________.

A. continuity
B. media mix
C. flexibility
D. discontinuous

8. ______________ covers two broad decisions selection of media class, and selection of media vehicle with
in media class.
A. Media mix
B. Media strategy
C. Media objective
D. Media selection

9. The implementation of media plan requires ______________.

A. Media slot
B. Media mix
C. Media buying
D. Media selection

10. Media Buying refers to buying ______________ in the selected media.

A. slot
B. space
C. vehicle
D. time and space

11. ______________ is a way of describing audience based on factors such as age, gender, education level,
town class, income etc.
A. Demographic
B. Psychographic
C. Socio-economic
D. Infographics

12. ______________ is a way of describing audience based on the their life style, attitudes, aspirations, habits
etc.
A. Demographics
B. Psychographics
C. Socio-economi
D. Infographics

13. Media ______________ is a primary goal of advertising media planning and buying.
A. frequency
B. efficiency
C. flexibility
D. reach

14. Scheduling in ______________can help avoid the irritation factor and can keep advertising
Campaign fresher’s for a longer time.
A. continuity
B. random
C. waves
D. avails

15. A magazines___________ starts with its circulation and grows as original readers pass an issue along to
other readers.
A. subscribe
B. reader
C. audience
D. publisher

16. The average magazine draws half of its revenue from ______________ and half from circulation.
A. marketing
B. audience
C. subscribers
D. advertising

17. ______________ is a highly negotiable medium when it comes to pricing.

A. News paper
B. Radio
C. Television
D. Internet

18. A large amount of ______________ advertising is for retailers, local businesses and for promotions.
A. news paper
B. magazines
C. radio
D. television

19. The ______________ should be the formal summation of the advertising task that the media planner
will take on to a solution.
A. media brief
B. media expansion
C. media buying
D. media selling

20. Companies are exploring the ______________ for communicating their advertising message because of its
several attractive features and advantages.
A. television
B. newspaper
C. radio
D. new media

21. The advertising industry is passing through a transition phase with the emergence of the
______________media.
A. television
B. online
C. interactive
D. information

22. New media is very cost-effective when compared to the traditional media and is highly
______________.
A. reliable
B. reputed
C. resourceful
D. result-oriented

23. The ______________ is the biggest possible medium and has the quickest and the deepest reach
throughout the globe.
A. web
B. TV
C. radio
D. outdoor

24. Digital technology is changing the way ______________ relate to products and markets.
A. manufactures
B. consumer
C. dealers
D. industry

25. Cyber consumers are not ______________.

A. active
B. passive
C. homogeneous
D. heterogeneous

26. Media ______________is a primary goal of advertising media planning and buying
A. flexibility
B. expansion
C. frequency
D. efficiency

27. Frequency of ______________describes the number of times that your advertisement appears in the media.
A. continuity
B. exposure
C. repetition
D. insertion

28. Advertising media do not operate in a vacuum: they must be part of the overall ______________and
Advertising plans.
A. marketing
B. media
C. corporate
D. campaign

29. Advertisers use many factors other than the ______________ in their media analyses and plans.
A. activities
B. audience
C. attributes
D. influential’s

30. Selectivity is related to ______________.

A. portrayal
B. relevance
C. support
D. coverage

31. Transit and outdoor advertising are generally noticed only in passing, which may not be enough for a
______________message.
A. simple
B. normal
C. complicated
D. urgent

32. ______________ advertising affords the marketer the ability to engage the consumer in a direct and
personal way.
A. Interactive
B. Contextual
C. Traditional
D. Website.

33. ______________ advertising is a type of online advertising commonly used for content based websites.
A. Interactive
B. Contextual
C. Traditional
D. Corporate.

34. ______________ technology is changing the way consumers relate to products and markets.
A. Information
B. New
C. Digital
D. Cyber

35. Cyber consumers are not ______________.

A. heterogeneous
B. segmented
C. mass
D. homogeneous

36. e-Tailing will have to co-exist with __________ retailing.

A. e-Commerce
B. traditional
C. mobile
D. integrated

37. ______________ the appropriate market segment has become ever more important when carrying out
E-branding campaigns.
A. Segmenting
B. Positioning
C. Targeting
D. Implementing
ANSWER: C

38. Creating and securing a brand name in the physical world requires extensive marketing.
______________.
A. Research
B. strategy
C. effort
D. media
ANSWER: A

39. Online marketing of all types offers superior measurability and trackability in comparison to traditional
______________.
A. media
B. tactics
C. research
D. information

40. Digital branding, in general need to have the consumer- specific orientation addressed to consumers in a
______________ context.
A. geographic
B. natural
C. confined
D. cultural

41. __________ services are agencies that specialize in buying time and space.
A. Media selling
B. Media planning
C. Media buying
D. Media organizing.

42. Media are the bridges that carry messages back and forth between companies and ______________.
A. consumers
B. customers
C. prospects
D. influencers.

43. The challenge of media planning is becoming greater because the number of ways to send brand
messages is ______________.
A. decreasing
B. complicated
C. increasing
D. competitive

44. Media planners begin their work by doing media ______________.

A. research
B. message
C. buying
D. selling

45. Media buying is the _____________of a media plan.

A. identifying
B. scheduling
C. evaluation
D. execution
46. Vehicles dealing with particular areas of interest, such as sports, hobbies or finance, are the ones most
likely to have lifestyle and product - usage data in addition to______________ profiles.
A. media
B. demographic
C. audience
D. brand

47. In India media buyers and advertisers go mostly by______________ data to gauge which websites to
include in their media plan.
A. com score
B. URL
C. page views
D. click

48. The pricing of ______________ advertising could vary across devices and access formats.
A. print
B. broadcast
C. digital
D. out of home.

49. User registration or cookies can identify______________users.

A. regular
B. normal
C. digital
D. unique

50. A cookie is a file on the users browser that uniquely identifies _______.
A. the advertiser
B. the buyer
C. the seller
D. the user

51. With ______________ there is a rise in metrics like cost per like and cost per fan.
A. social media
B. digital media
C. broadcast media
D. print media

52. Corporate events could be sub-classified into ______________ types.

A. two
B. three
C. four
D. five

53. ___________ has been the first to launch an innovative media buying / selling technique, through its
lastminute inventory.com, which auctions unsold media space online.
A. Madison media
B. Mudra Max
C. Dentsu India
D. JWT India

54. The talking newspaper innovative ad campaign was conceived by the Mudra Group for
______________.
A. Bru Gold
B. HCL computers
C. Barista Lavazza
D. Volkswagen

55. A futuristic innovations (media planning) involves creating satellite imagery of the monogram or
message to reach the desired geographic location and _________.
A. programme
B. action
C. audience
D. media

56. Customers'______________ have become the order of the day.

A. endorsement
B. information
C. awareness
D. knowledge

57. Most of the mobile advertising solution providers typically brought in their technology with direct
relationship with agencies or__________.
A. publishers
B. advertisers
C. subscribers
D. analysts.

58. ______________ are filled with videos, podcasts, Really simple syndication (RSS) feeds for targeted news
and information, downloadable images, and presentations.
A. Online newsrooms
B. Websites
C. Mobile advertising
D. Interactive.

59. ______________refers to the presentation of an advertising message to a prospective or existing client.

A. Pitch
B. Rate cards
C. Estimate
D. Point-of-purchase.

60. Type of client that may not be a very friendly or creative client to have but is an MNC and needs to be
on the portfolio is known as _____________.
A. financial value
B. potential value
C. prestige value
D. creative value.

61. ______________is now a significant part of every global corporations marketing arsenal.
A. Internet
B. Web
C. Mobile
D. e - marketing
62. ______________ customers can themselves become publishers, choosing to share what they have
received with their social networks.
A. Publish - subscribe
B. Instant sharing
C. Multi - model viewing
D. Mobile invertising

63. ______________ have different expectations and different relationships with companies from which
they purchase products and services.
A. Hetrogenous Consumers
B. Homogenous Consumers
C. Cyber Consumers
D. Diverse Consumers

64. RFID stands for

A. Rapid - frequency identification
B. Reach - frequency identification
C. Red - frequency identification
D. Radio - frequency identification

65. ______________ are purchases of TV time in certain markets by regional or national companies.
A. Affiliates
B. Spot buys
C. Spilit run
D. Air time

66. ______________ is a scheduling strategy in which planned messages run in intermittent periods.
A. Media run
B. Continuous scheduling
C. Pulsing
D. Flighting

67. ______________ is placing media throughout the year with equal weight in each month.
A. Pulsing
B. Flighting
C. Continuous scheduling
D. Zapping

68. Pulsing is a scheduling strategy that provides a floor of media support throughout the year and
periodic______________.
A. increases
B. decreases
C. intervention
D. timing

69. A products purchase cycle may also influence media ______________.

A. planning
B. scheduling
C. mix
D. cost

70. The more media vehicles used with lots of different programs with more messages leaves the consumes
in a ______________.
A. fragmentation
B. isolation
C. composition
D. clutter

71. Media scheduling and the development of creative materials must be integrated so that a company does
not miss opportunities for reaching the right ______________ , at the right time, in dynamic ways.
A. manufactures
B. customers
C. audience
D. individuals

72. We know that media is reaching more people but there are smaller audience in each channel because
there are so many___________.
A. tradition
B. fragmentation
C. identification
D. seggregation

73. Distribution of message materials from agency to contracted media is called ______________.
A. media research
B. media management
C. media traffic
D. agency billing.

74. Advertising to todays consumers, we need to look beyond the ______________ media of print, radio,
and television.
A. traditional
B. non - traditional
C. social
D. new

75. The cost of an advertisement or a schedule of ads is often based on ______________.

A. CPP
B. CPR
C. CPI
D. CPM

76. Complete the following definition of advertising media. The advertising media is a marketing
communications umbrella concept that covers _________________ to the prospective consumer.
A. Media vehicles
B. Advertising messages
C. Brand
D. Channels

77. Strategic media planning is a complex challenge because advertises must use their knowledge of_____
A. Demographics
B. Psychographics
C. Behavioural Characteristics
D. All of the above
78. Addressable media are used_____
A. For two-way communication
B. For social media
C. To deliver customized marketing messages to identifiable prospects
D. For one way communication

79. Media strategy is making media decisions based on_______

A. Understanding customers wants and needs
B. The clients wishes
C. Whims of the market
D. Brand awareness

80. Magazine performance has remained stable in recent years due to

A. The development of brand values
B. Low cost
C. Multi-page combinations
D. Their ability to address segmented audiences

81. One of the following is not strength of magazines

A. Shelf-life
B. Quality reproduction
C. Inherent design flexibility
D. Deadline flexibility

82. Radio is often referred to as

A. The Theatre of the Absurd
B. Mindful Theatre
C. The Theatre of the Mind
D. Surround Sound

83. In general, newspapers offer _________ as a media choice.

A. Low Selectivity
B. High Selectivity
C. Low impact
D. Average impact

84. Newspapers offer _________ as a media choice

A. High Impact
B. Low Impact
C. Low Selectivity
D. High Selectivity

85. Interactive media can be best described as

A. Customized Marketing Messages
B. Marketing Communications Mix
C. Marketing Mix
D. Media that allow two-way messages between company and consumer

86. Extensive local penetration and coverage is indicative of

A. Magazines
B. Newspapers
C. Online Advertising
D. Social Media

87. Which of the following is not strength of the television medium?

A. Cost Efficient Medium for Reach
B. High Initial Production Cost
C. High Impact and Dynamic Medium
D. High Reach Medium

88. Place-based media occur in which venues?

A. Scaffolding Wraps
B. Spectaculars
C. Transport
D. Outdoor Billboard

89. One weakness in using out-of-home media is

A. Relatively Low Cost
B. Difficult to Measure and Control
C. Delivers Excellent Reach
D. Demographic Flexibility

90. Which medium is often referred to as junk mail?

A. Direct Mail
B. Television
C. Newspaper inserts
D. Yellow Pages

91. RADIO supports media planning as a part of ___________

A. Integrated media solution
B. Vehicle
C. Does not support
D. Channel

92. Name the strengths in using radio in a media plan

A. Cost effective
B. Time effective
C. Measurable Results
D. All of the above

93. Name the major types of advertising found in newspapers

A. Banner
B. Display
C. Classified
D. Forums

94. Print advertising is sometimes also called

A. Business Advertising
B. Press Advertising
C. Electronic Advertising
D. Media Advertising

95. A type of publication whereby the content is primarily focused on one particular type of Business or
Industry is called as
A. Horizontal Publication
B. Parallel Publication
C. Trade Publication
D. Yellow Publication

96. Trade publication is otherwise called as ___________

A. Vertical Publication
B. Horizontal Publication
C. Parallel Publication
D. Yellow Publication

97. Clutter is defined as_________

A. Coarse paper stock
B. A promotional tool
C. A faulty broadband connection
D. An overabundance of messages

98. Media planning has a much greater role today in the advertising industry than it did 15 years ago.
A. Unsuitable Statement
B. Wrong Statement
C. Immoral Statement
D. Correct statement

99. Media planning is carried out through____

A. An intuitive process
B. Research and tested formulas
C. Both of the above
D. None of the above

100. The media planners task is challenging because it must typically_____

A. Watch much TV
B. Have knowledge of traditional as well as emerging and converging forms of media
C. Monitor all social sites
D. Know everything about newspapers