MCQS On Media Planning PDF

Question Bank On Media Planning and Management with Answers
1. Media literacy means the ability to

a. Read and write
b. Create professional media
c. Understand and use media
d. Prepare for a career in media
2. Good media criticism should always

a. Reveal negative aspects of media
b. Offer analysis based on reason
c. Warn us that ads sell us things we don't need
d. Condemn our emotional reactions to media
3. In media studies "converging" refers to the coming together of

a. Two or more people, in public
b. Different professional ideas about media
c. Computer, telephone, and mass media technologies
d. Mass media and mass communication
4. Economies of scale save a company money because they enable the company to
a. Make a large variety of products
b. Make many copies of a product
c. Scale down the size of their products
d. Charge higher prices than their competitors
5. In terms of media/government relationships in the world today, the media in most

countries are
a. Government owned and operated
b. Privately owned and government controlled
c. Privately owned and free from government control
d. Mixed in terms of government and private ownership and control
6. What is ABC?
a. American business circle
b. American business corporation
c. Audit Bureau of circulation
d. None
Prepared by : Darshana Bande from various sources available online

7. A person (or group) who has control over what information is disseminated to the
audience is known as:
a. Newscaster
b. Reporter
c. Regulator
d. Gatekeeper
8. The news of important public events appearing in the front sections of a newspaper, is
called:
a. Soft-news
b. Hard-news
c. Feature News
d. Investigative news
9. The famous communication Model SMCRE was devised by:

a. Schramm
b. Roger
c. Lasswell
d. Osgood
10. The communication based on purchased time or space is called:
a. Propaganda
b. Publicity
c. Advertising
d. None of these
11. UPI is the abbreviation of:

a. United Press of India
b. United Press of Indonesia
c. United Press International
d. None of these
12. Communication without words:

a. Mass communication
b. Visual Communication
c. Non-Verbal communication
d. None of these
13. OB stands for:

a. Outside Broadcast
b. Outdoor Broadcast
c. Official Beat
d. None of these

14. The Internet is:

a. An integral part of the Information Superhighway
b. An indirect product of the Cold War
c. A global network of interconnected computers
d. All of the above
15. ----------------- in advertising. is a series of decisions involvin g the delivery of message

to the targeted audience.
a. Market Analysis
b. Media Objective
c. Media Planning
d. Media Strategy
ANSWER: C
16. Every media plan begins with the--------------
a. media objective
b. market analysis
c. mediamix
d. media strategy
ANSWER: B
17. The --------------- of target audience help s media planner to understand the media
consumption habbits, and accordingly choose the most appropriate media mix.
A) analysis
B) identification
C) selection
D) classification
ANSWER: D
18. ----------------- describes what you want the media plan to accomplish.
A) Media Objective
B) Media analysis
C) Mediamix
D) Media strategy
ANSWER: A
19. ---------------- 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
ANSWER: B

20. ---------------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
ANSWER :A
21. An effective media strategy requires a degree of ----------- _

A. continuity
B. mediamix
C. flexibility
D. discontinuous
ANSWER: C
22. ------covers two broad decisions selectionof media class, and selection of media
vehicle with in media class.
A. Media mix
B. Media strategy
C. Media objective
D. Media selection
ANSWER: D
23. The implementation of media plan requires ------- _

A. Media slot
B. Mediamix
C. Media buying
D. Media selection
ANSWER C
24. Media Buying refers to buying ------ in the selected media.

A. slot
B. space
C. vehicle
D. time and space
ANSWER: D
25. …………is a way of describing audience based on factors such as age, gender,
education level, town class, income etc.
A. Demographic
B. Psycho graphic
C. Socio-economic
D. infographics
answer a

26. ------- is away of describing audience based on the their life style,
attitudes, aspirations, habits etc.
A. Demographics
B. Psycho graphics
C. Socio-economic
D. Infographics
ANSWER B
27. Media--------- is a primary goal of advertising media planning and media

buying.
A. frequency
B. efficiency
C. flexibility
D. reach
ANSWER: B
28. Scheduling in ----------------- can help avoid the irritation factor and can
keep an advertising campaign fresher for a longer time.
A. continuity
B. random
C. waves
D. avails
ANSWE-R: C
29. A magazine -------------- starts with its circulation and grows as original
readers pass an issue along to other readers.
A. sub scribe
B. reader
C. audience
D. publisher
ANSWER: C
30. The average magazine draws half of its revenue from ------- and half from
circulation.
A. marketing
B. audience
C. subscribers
D. advertising
ANSWER: D

31. ----- -------is ahighly negotiable medium when it comes to pricing.

A. News paper
B. Radio
C. Television
D. Internet
ANSWER: B
32. A large amount of ------------- advertising is for retailers, local businesses

used for promotions.
A. newspaper
B. magazines
C. radio
D. television
ANSSWER: C
33. 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
ANSWER A
34. 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
ANSWER D
35. The advertising industry is passing through a transition phase with the
emergence of the------------ media.
A. television

B. online
C. interactive
D. information
ANSWER B
36. New media is very cost-effective when compared to the traditional media
and is highly-----------------
A. reliable
B. requited
C. resourceful
D. result-oriented
ANSWER D
37. 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
ANSWER A
40. Digit al technology is changing the way------ relate to products and

markets.
A. manufactures
B. consumer
C. dealers
D. industry
ANSWER B
41. Cyber consumers are not ---------- _

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

42. Media ----------------- is a primary goal of advertising media planning and

buying.
A. flexibility
B. expansion
C. frequency
D. efficiency
ANSWER D
43. Frequency of describes the number of times that your advertisement

appears in the media.
A. continuity
B. exposure
C. repetition
D. insertion
ANSWER D
44. . 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
ANSWER A
45. Advertisers use many factors other than the-------------in their media
analyses and plans.
A. activities
B. audience
C. attributes
D. influential
ANSWER B
46. ------ technology is changing the way consumers relate to products and
markets.
A. Information
B.New
C. Digital
D. Cyber

ANSWER: C
47. Cyber consumers are not _

A. Heterogeneous
B. segmented
C. mass
D. homogeneous
ANSWER: D
48. e-Tailingwill have to co-exist with --------- retailing.

A. e-Commerce
B. traditional
C. mobile
D. integrated
ANSWER: B
49. ------- the appropriate market segment has become ever more imp ort
ant when carrying out e-branding campaigns.
A. Segmenting
B. Positioning
C. Targeting
D. Implementing
ANSWER: C
50. Creating and securing a brand name in the physical world requires
extensive marketing.-----------
A. Research
B. strategy
C. effort
D. media
ANWWER: A

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Question Bank On Media Planning and Management with Answers

1. Media literacy means the ability to

2. Good media criticism should always

3. In media studies "converging" refers to the coming together of

5. In terms of media/government relationships in the world today, the media in most

Prepared by : Darshana Bande from various sources available online

9. The famous communication Model SMCRE was devised by:

11. UPI is the abbreviation of:

12. Communication without words:

13. OB stands for:

Prepared by : Darshana Bande from various sources available online

14. The Internet is:

15. ----------------- in advertising. is a series of decisions involvin g the delivery of message

Prepared by : Darshana Bande from various sources available online

20. ---------------refers to the average number of times an individual within target

21. An effective media strategy requires a degree of ----------- _

23. The implementation of media plan requires ------- _

24. Media Buying refers to buying ------ in the selected media.

Prepared by : Darshana Bande from various sources available online

27. Media--------- is a primary goal of advertising media planning and media

Prepared by : Darshana Bande from various sources available online

31. ----- -------is ahighly negotiable medium when it comes to pricing.

32. A large amount of ------------- advertising is for retailers, local businesses

Prepared by : Darshana Bande from various sources available online

40. Digit al technology is changing the way------ relate to products and

41. Cyber consumers are not ---------- _

Prepared by : Darshana Bande from various sources available online

42. Media ----------------- is a primary goal of advertising media planning and

43. Frequency of describes the number of times that your advertisement

Prepared by : Darshana Bande from various sources available online

47. Cyber consumers are not _

48. e-Tailingwill have to co-exist with --------- retailing.

Prepared by : Darshana Bande from various sources available online

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