Top 350+ Solved Media Planning MCQ Questions Answer
Q. Which of the following is not the conditions necessary for the achievement of sustainable competitive advantage (SCA)?
a. The perceived difference results from cheaper price
b. The customer consistently perceives a positive difference between the products and services offered by a company and its competitors.
c. The perceived difference results from the company's relatively greater capability.
d. The perceived difference persists for a reasonable period of time.
Q. These objectives are often the most suitable when firms operate in a market dominated by a major competitor and where their financial resources are limited:
a. Niche Objectives
b. Hold Objectives
c. Harvest Objectives
d. Divest Objectives
Q. This type of growth refers to concentrating activities on markets and/or products that are familiar:
a. Diversification
b. Condensive
c. Integrative
d. Intensive
Q. An organization can offer standard products at acceptable levels of quality, yet still generateabove-average profit margin by adopting _____________
a. Differentiation
b. Focus Strategy
c. Cost leadership
d. Market follower strategy
Q. ___________ are about organizations seeking gaps in broad market segments or finding gapsin competitors' product ranges.
a. Market niche strategies
b. Differentiation
c. Cost leadership
d. Focus Strategies
Q. Attack the market and defend the position are the prime strategies pursued by a firm with___________ positioning.
a. Market challenger
b. Market Leader
c. Market Follower
d. Market Nicher
Q. Diversification is best described as which of the following?
a. Existing products in new markets
b. Existing products in existing markets
c. New products for new markets
d. New products for existing markets
Q. Key performance indicators, which companies set and measure their progress towards in order to determine whether or not they have improved or maintained their performance over a given period of time, are referred to as:
a. Marketing implementation
b. Marketing program
c. Budgeting
d. Marketing Metrics
Q. In terms of the increasing complexity in media buying and selling, _____ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.
a. Mixed-media approaches
b. Recency planning
c. Pulsing
d. Value added packages
Q. Companies employ the elements of the _____ (product concept, target audience, advertising message, and communications media) to devise strategies to achieve advertising objectives.
a. Synergistic approach
b. Creative mix
c. Advertising impression
d. Advertising response curve
Q. In terms of the scope of media-planning activities, which of the following is the purpose ofthe situation analysis?
a. To determine what to communicate through ads
b. To understand the marketing problem
c. To compare and select the best media within broad classes
d. To tr
Q. In terms of message-distribution objectives, which of the following is a definition of reach?
a. It refers to a measure of the intensity of a schedule based on repeated exposures to the medium.
b. It refers to total size of the audience for a set of ads or an entire campaign.
c. It refers to the total number of unique people exposed to a medium during a given period of time.
d. It refers to the duration of an advertising message or campaign over a given period of time
Q. _____ measures the intensity of a media schedule, based on repeated exposures to the medium or theprogram.
a. Frequency
b. Reach
c. Rating
d. Gross impression
Q. In terms of media planning, which of the following refers to effective reach?
a. The duration of an advertising message or campaign over a given period of time
b. The average number of times individuals or homes are exposed to the medium
c. The total size of the audience for a set of ads or an entire campaign
d. A measure of the number or percentage of the audience who receive enough exposures to truly receive the message
Q. The advertising response curve indicates that:
a. Incremental response to advertising diminishes with repeated exposures.
b. Audience fragmentation increases effective reach.
c. Repeated exposures to ads increase advertising success.
d. Probable exposures increase with audience fragmentation.