MCQs on Advertising and Media Planning

Which of the following is NOT a typical advertising objective?

• To inform

• To persuade

• To remind

• To increase production capacity

The DAGMAR model in advertising stands for:

• Determining Advertising Goals for Measuring Advertising Results

• Direct Advertising Goals and Marketing Resource

• Defining Advertising Groups and Market Reach

• Delivering Advertising Gains and Market Response

Which of the following best describes a “campaign” in advertising?

• A single advertisement

• A series of coordinated advertisements across media to achieve objectives

• An advertising slogan

• A market research survey

A well-designed advertising campaign should include all of the following EXCEPT:

• Target market identification

• Creative execution

• Competitor’s pricing strategy

• Media schedule

Which is the first step in developing an advertising campaign?

• Media selection

• Setting advertising objectives

• Budget allocation

• Message design

Which of the following is a key function of media planning?

• Designing product packaging

• Determining the best media to reach the target audience

• Conducting employee training

• Developing manufacturing processes

The measure of how many different individuals or households are exposed to a media schedule within a given period is called:

• Frequency

• Reach

• CPM

• Continuity

Which media scheduling pattern involves heavy advertising at the start, followed by a period of no advertising, and then heavy advertising again?

• Continuous

• Flighting

• Pulsing

• Sporadic

CPM stands for:

• Cost per Market

• Cost per Minute

• Cost per Thousand Impressions

• Customer Purchase Measure

A company wants to allocate a fixed percentage of its sales revenue to advertising. Which budgeting method are they using?

• Objective and Task Method

• Arbitrary Allocation Method

• Percentage of Sales Method

• Competitive Parity Method