Model college TYBMS (Marketing) Media Planning and Management Anand Kale

Sem VI

Media Planning and Management- TYBMS (Marketing) Sem- VI

Module 1: Overview of Media and Media Planning

1. Media helps in transferring _____

a) Products
b) Message
c) Ideas
d) Money

2. Media is ________ in communication process

a) Channel
b) Receiver
c) Sender
d) First

3. ____________ is a paid form of non- personal communication by an identified

sponsor.
a) Marketing
b) Advertising
c) Promotion
d) Distribution
4. Mass Media are channels of _______
a) Education
b) Offers
c) Publicity
d) Selling
5. Media are ______ in nature
a) Fixed
b) Homogeneous
c) Heterogeneous
d) Volatile

6. Media planning deals with time and _____ of advertising

a) Money
b) Presentation
c) Space
d) Value

7. Non- users of the product may be considered as _____ audience.

a) Target

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

b) Non
c) Perspective
d) Distance
8. ____ can be linked to surprises
a) Contest
b) Creativity
c) Imagination
d) Vision
9. ____ is always non- paid.
a) Selling
b) Advertising
c) Promotion
d) Publicity
10. Radio listeners are of two types active and _____
a) Passive
b) Aggressive
c) Silent
d) Positive
11. ____ indicates the total advertising required during a particular period.
a) Cost
b) Weight
c) Sum
d) Pulsing
12. ______ relates to consumers responding favorably to a message.
a) Perception
b) Exposure
c) Yielding
d) Feedback
13. Media _______ coordinates between media owners and clients
a) Planner
b) Agent
c) Manager
d) Executive

14. _______ is the unchallenged king in the media world.

a) TV
b) Internet
c) Radio
d) Satellite

15. ________ department shortlists news features.

a) Circulation
b) Admin

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

c) Editorial
d) Sales
16. Specific methods of media used by companies to deliver advertising messages
are known as media______
a) Channel
b) Audience
c) Vehicle
d) Person
17. Advertising should tell the truth and give ________ information.
a) Complete
b) Mis
c) Hidden
d) Some
18. Media research is also called as______ research.
a) Sales
b) Motivation
c) Audience
d) Dealers
19. ______ is a non- profit organisation.
a) ABC
b) AIR
c) ICMR
d) Mudra
20. ____ gives area-wise viewership of TV channels.
a) TRP
b) TAM
c) ICC
d) NSO
21. _________ is computer-controlled integration of moving images.
a) Multimedia
b) Movie
c) Graphics
d) Animation
22. Media strategy places the right _______ to the right place, at the right time. a)
Person
b) Message
c) Media
d) Product

23. _______ advertising is most economical.

a) TV
b) Online
c) Billboard
d) Print

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

24. Media ______ is buying space on the media.

a) Buying
b) Channel
c) Promotion
d) Sales
25. ________ advertising uses shop shelves for promotion.
a) Display
b) Hoarding
c) Balloon
d) Gandola
26. Media _______ are encyclopedias of advertising world
a) Planner
b) Owner
c) Buyer
d) Client
27. Newsroom is headed by News ______
a) Anchor
b) Editor
c) Advertiser
d) Monitor
28. Advertising should always be _____
a) Ethical
b) Expensive
c) Cheap
d) Silent
29. _____ audit is used to analyze the media and review its pricing.
a) Radio
b) Press
c) Magazine
d) TV
30. Media planning is _______ and deep.
a) Complex
b) Easy
c) Regular
d) lengthy

31. Media _____ is a combination of the best media vehicles and communication
tools.
a) Budget
b) Audit
c) Mix
d) Buzz
32. ______ refers to the percentage of an audience that has the opportunity of
exposure.

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

a) Reach
b) Lead
c) TRP
d) Focus
33. Media mix decision depends on the _____
a) Client
b) Owner
c) Customer
d) Planner
34. ______ media is a part of digital media.
a) TV
b) Social
c) OOH
d) Print
35. _____ refers to no. of times an individual is exposed to a media campaign.
a) Reach
b) Vision
c) Focus
d) Frequency
36. Media planning requires a lot of ______
a) Time
b) Money
c) Labour
d) Technology
37. Media strategy helps to select appropriate media ______
a) Client
b) Owner
c) Vehicle
d) Plan
38. Media scheduling is done due to limited advertising ______
a) Time
b) Labour
c) Budget
d) Ideas

39. If the _______ is maximum you can get to maximum customers.

a) Reach
b) Frequency
c) Time
d) contact
40. Maximum reach is one of the media _______
a) Decision

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Sem VI

b) Objective
c) Mistake
d) Channel
41. It is necessary to consider ______ while selecting the media.
a) Coverage
b) Customer
c) Product
d) Company
42. ______ market is a fixed market segment.
a) Customer
b) Local
c) Target
d) Sales
43._____ is a media research organization
a) Indian film association
b) IRS
c) AAAI
d) CIBIL
44. Consumer ______ is one of the marketing objectives.
a) Awareness
b) Information
c) Behaviour
d) Service
45. Media _______ is selected based on exposure
a) Message
b) Receiver
c) Language
d) Vehicle
46. Ads are judged on the ______ shown
a) Celebrity
b) Product
c) Facts
d) Glamour

47. The message should be clear for consumer _____

a) Knowledge
b) Perception
c) Buying
d) Attractiveness
48. Media mix is suggested by media_____
a) Planner
b) Owner
c) Broadcaster

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

d) Agency
49. _____ reports have shown an increasing trend in readership.
a) IAAA
b) TRP
c) IRS
d) ICC
50. Companies should follow _____ standards in advertising.
a) Ethical
b) Clean
c) ISI
d) Govt.
51. In India ______ most popular media
a) TV
b) Press
c) OOH
d) Radio
52. Printed media is considered more ______
a) Complex
b) Volatile
c) Expensive
d) Trustworthy
53. Media planning avoids_____
a) Wastage
b) Repetition
c) Expenditure
d) Selling
54. Media planning helps in sales _______
a) Increment
b) Leverage
c) Promotion
d) Reduction

55. Limited budget leads to ______

a) Buying
b) Scheduling
c) Shortage
d) Demand
56. ______ is also considered in media planning
a) Creativity
b) Customer
c) society
d) Government

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

57. There should always be _________ in media planning

a) Caution
b) Speed
c) Flexibility
d) Limit
58. The media industry gives a lot of ______ opportunities.
a) Skillful
b) Creative
c) Employment
d) Buying
59. __________ is one of the popular media objectives
a) Reach
b) Expenditure
c) Profit
d) Sales
60. Advertising objectives should be always______
a) Imaginary
b) Small
c) Realistic
d) Non-expensive
61. In India, advertising should be ______
a) Cheap
b) Multilinguistic
c) Single- language
d) Local
62. Nowadays, media planning is ______ to ad agencies.
a) Outsourced
b) Sold
c) Never given
d) Presented
63. Media planners base their work on ______
a) Judgment
b) Research
c) Tips
d) Commission
64. _______ department is responsible for maintaining accounts and collecting
dues
a) Accounts
b) Marketing
c) Creative
d) Administrative
65.______ has main role in preparing newspaper.
a) Employees

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

b) Newsroom
c) Journalist
d) Public

Module 2: Media Mix and Media Strategy

66. Media _____ selects the best combination of media vehicles

a) Budgeting
b) Strategy
c) Mix
d) policy
67. There is no___ on TV viewing time at home.
a) Rules
b) Procedure
c) Limit
d) Selection
68. ____ ads have a short media life.
a) TV
b) Newspaper
c) Youtube
d) Magazine
69. _____are owned media.
a) Website
b) TV
c) Movies
d) Radio channels

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

70. ________ size compares various media classes

a) Budget
b) Campaign
c) Audience
d) Package
71. Media vehicle is a ______ programme.
a) Dual
b) Single
c) Complex
d) Easy
72. Ideal media mix is linked to _____ audience
a) Target
b) Class
c) Niche
d) Young
73. _______ media is a collection of online communication channels
a) TV
b) Social
c) Mobile
d) print
74. The oldest form of media is ______ media
a) Social
b) Magazine
c) Newspapers
d) TV
75. TV has high ______ in urban areas.
a) Ownership
b) Penetration
c) Prestige
d) Cost
76. There is an element of _____ in radio advertising
a) Trust
b) Conviction
c) Force
d) option
77. Stickers are a kind of _______ advertising
a) Hoarding
b) Transit Mobile print
c)
d)

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

78. _____ advertising is the internet version of word of mouth.

a) Magazine
b) Viral
c) Digital
d) Web
79. Advertising through ____ is customer friendly.
a) Radio
b) Cell phones
c) TV
d) Newspaper
80. _______ media is the integration of digital media.
a) Social
b) Interactive
c) Online
d) Planned
81. Advertising through ____ is customized
a) App
b) Radio
c) TV
d) Posters
82. ____ is a vehicle for online advertising
a) TOI
b) Zee
c) Facebook
d) ESPN
83. Media mix is _____
a) Costly
b) Cheap
c) Easy
d) Complex
84. _____ is a mobile medium.
a) TV
b) Hoarding
c) Display
d) Radio
85. ______ has a business service for promotion.
a) Instagram
b) Wikipedia
c)
d)

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

Whatsapp
Twitter
86. ______ is an earned media.
a) News article
b) Advertisement
c) In-game
d) Magazine
87. _______ advertising has a high reference value.
a) TV
b) Radio
c) Poster
d) Magazine
88. Viral media is _______ media
a) Owned
b) Bought
c) Earned
d) Other
89. ________ lack long- term impact
a) TV
b) Newspaper
c) Flyers
d) Standee
90. ______ ads have a lot of creativity.
a) TV
b) Newspaper
c) Magazine
d) Radio
91. Poster is very ______
a) Detailed
b) Big
c) Small
d) Brief
92. ______ media is emerging very popular
a) Youtube
b) In-Game
c) Sandwich board
d) Display
93. Media strategy gives_______ media mix.
c)
d)

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

a) Cost-effective
b) Long
Cheap
Aggressive
94. Email marketing is part of _________ marketing.
a) Relationship
b) Media
c) Online
d) All
95. An inflated balloon is a type of____ media.
a) Online
b) IN-game
c) OOH
d) Digital
96. ______ media targets audiences in public places.
a) Online
b) Movie
c) Print
d) OOH
97. Media _______ refers to the size of the audience reached by an ad
campaign. a) Plan
b) Channel
c) Frequency
d) Weight
98. _______ is the most popular in print media.
a) Magazine
b) Newspaper
c) Catalog
d) flyer
99. _______ ad creates curiosity in customers.
a) Print
b) Flyer
c) Teaser
d) Film
100. _______ is a man in two boards
a) Sandwich board
b) Hoarding
c) Mascot
c)
d)

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

d) Celebrity
101. In ______ advertising is done equally throughout the year.
a) Pulsing
b) Flighting
Hiatus
Seasonal
102. ________ strategy has a short period of hiatus.
a) Pulsing
b) Flighting
c) Teaser
d) Seasonal
103. ________ is the average no. of copies of a publication sold.
a) Publishing
b) Readership
c) Circulation
d) Sales
104. Newspaper is a type of ____media.
a) Private
b) Internal
c) Sales
d) Mass
105. TV ads come under ____ media
a) Owned
b) Paid
c) Earned
d) None of the above
106. Brand______ is used for protecting advertiser
a) Identity
b) Equity
c) Safety
d) Icon
107. Newspaper has a great_____ value.
a) Price
b) Share
c) Brand
d) Reference
108._______ gives details about product features.
a) Flyer
c)
d)

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

b) Poster
c) Jingle
d) Brochure
109. ________ advertising is old and costly.
a) Yellow pages
b) Online
Email
None of the above
110. _____ are recorded or live audio sessions.
a) Blog
b) Vlog
c) Podcast
d) E-books
111. _______ is an OOH media example.
a) Pamphlet
b) Skywriting
c) Radio
d) Magazine
112. Online advertising is an _____ media
a) Emerging
b) Engaging
c) Intense
d) Old
113. ______ based advertising can be useful for mobile users.
a) Print
b) Internet
c) GPS
d) Language
114._______ advertising is very popular among young target customers.
a) TV
b) Newspaper
c) Website
d) In-Game
115. ______ advertisement generate instant responses from customers
a) Interactive
b) TV
c) Magazine
d) Email
c)
d)

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

116. Media _______ gives best reach and frequency.

a) vehicle
b) Strategy
c) Channel
d) Coverage
117._______ strategy refers to heavy advertising for a period.
a) Seasonal
b) Bursting
Hiatus
Pulsing
118. _________ are huge with neon bulbs
a) Hoardings
b) Posters
c) Neon signs
d) Stations
119. In _____ you can create your own channel
a) Facebook
b) Twitter
c) Youtube
d) Whatsapp
120. _______ strategy is for marketing products in a particular season.
a) Flighting
b) Seasonal
c) Bursting
d) Pulsing
121. ______ generates curiosity about an upcoming product.
a) Trailer
b) Ad
c) Teaser
d) Article
122. Radio advertising has better _______ value
a) Recall
b) Brand
c) Reference
d) Renew
123. Internet advertising has a lot of ______
a) Rigidity
b) Flexibility
c)
d)

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

c) Longevity
d) Clarity
124. _______ has high penetration in rural areas.
a) Newspaper
b) Hoarding
c) Radio
d) Internet
125. ______ marketing targets B2B customers.
a) Internet
b) Yellow pages
Catalog
Whatsapp

c)
d)

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

126. The span of TV advertising is very____

a) Long
b) Short
c) Enduring
d) Timely
127. _______ have customers of special interest.
a) Newspaper
b) Magazines
c) TV
d) Brochure
128. _________ gives selection of advertising in various languages.
a) Hoarding
b) Website
c) Facebook
d) Newspapers
129. TRP is used for measuring the response of _____ ads
a) Radio
b) TV
c) Magazines
d) Posters
130. An ad should attract the _____ of the audience.
a) Money
b) Information
c) Attention
d) View

Module 3: Media Budgeting, Buying and scheduling.

131. Media budget is influenced by market______
a) Price
b) Competition
c) Promotion
d) Image
132. Frequency of purchase is a powerful means to_______
a) Analysis
b) Monitor
c) Forecast
d) Plan

133. Inflation adjusted refers to returns on investment after removing the effects of
___

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

a) Inflation
b) Deflation
c) Pricing
d) Selling
134. ____ analysis involves a cost vs benefit comparison of different media
activities. a) Situation
b) Market
c) Marginal
d) Demand
135. Media buying requires prior _____ from the client
a) Payment
b) Approval
c) Sanction
d) Inquiry
136. Media buyer is a _____ man.
a) Visionary
b) Liaison
c) Motivational
d) Inspirational
137. _________ analysis is a common way to analyze the environment.
a) ROI
b) SWOT
c) AIDA
d) PESTLE
138. Benchmarking buying plan is a ______ matter.
a) Absolute
b) Relative
c) Private
d) Balanced
139. TRP measures _________ ratings in cities
a) Radio
b) TV
c) Internet
d) Feedback
140. Deal management is ___ in multi- campaign.
a) Simplified
b) Complicated
c) Involved
d) Managed

141. ‘Post buy’ deals with the question of ______

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Sem VI

a) Performance
b) Result
c) Accountability
d) Profits
142. Day- part purchase pattern is checked if any ______ has taken place.
a) Dispute
b) Deviation
c) Conflict
d) Rejection
143. Buying brief consist of media strategy and______ ideas.
a) Practical
b) Factual
c) Innovative
d) Genuine
144. Media is the pre-launch most powerful tool of _____
a) Analysis
b) Profits
c) Communication
d) Education
145. _______ combines continuity and flighting features.
a) Hiatus
b) Pulsing
c) Market
d) Competition
146. Advertising should be ________ oriented
a) Demand
b) Cost
c) Result
d) Profit
147. Media budget facilitates media planning and _____
a) Coordination
b) Decision making
c) Analysis
d) Execution
148. _______ is maintaining the same position.
a) Status quo
b) Unchanged
c) Stability
d) Standing

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

149. _________ is gross profit above cost.

a) Margin
b) Mark- up
c) Cut-off
d) Net profit
150. Media buying is __________ exercise
a) Technical
b) Easy
c) Avoidable
d) Unnecessary
151. Media buyers buy time and ____
a) Money
b) Labour
c) Space
d) Place
152. Past deals act as _______ for future buying.
a) Record
b) Irrelevant
c) Reward
d) Benchmark
153. Readership data refers to ad booking in _____ media.
a) Print
b) TV
c) Radio
d) Internet
154. Ad agencies offer different rates to different ________
a) Clients
b) Channels
c) People
d) Employees
155. Buying ______ explains media buying strategy
a) Document
b) Paper
c) Brief
d) statement
156. Media buying has three phases- pre-launch, launch and______
a) Review
b) Post-launch
c) Feedback
d) Reporting

157. The media buyer should secure ______ price for placement.
a) Lowest

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Sem VI

b) Highest
c) Exclusive
d) Any
158. If the forgetting rate is higher, the advertising should be more ______
a) Seasonal
b) Continuous
c) Optional
d) Rotational
159. In flight strategy, if ______ between two advertising periods is more, the
product is forgotten.
a) Gap
b) Pulse
c) Price
d) Difference
160. Status Quo means maintaining ______ position.
a) Optional
b) Same
c) Different
d) Distinct
161. Media ______ controls the expenditure.
a) Plan
b) Buying
c) Budget
d) Exposure
162. Market _______ refers to percentage of population reached.
a) Frequency
b) Area
c) Research
d) Coverage
163. In the yardstick method, past revenues and _______ are considered. a) Profits
b) Losses
c) Budget
d) Buying
164. ________ skill is the foundation of media buying.
a) Selling
b) Negotiations
c) Presentations
d) Graphics

165. The media buying process starts with _______ analysis.

a) Environmental
b) Statistical
c) Accounts
d) Technical

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Sem VI

166. Print post buy data comes from_____

a) Audit Bureau of circulation (ABC)
b) IRS
c) BCCC
d) AAAI
167. Media buying is done by the _______ department of the media house.
a) Accounts
b) Editing
c) Sales
d) Advertising
168. Client feedback is taken in _____ campaign
a) Post
b) Pre
c) Buying
d) Launch
169. _______ of advertising is considered in media scheduling.
a) Price
b) Timing
c) Creativity
d) Response
170. _____ spotting refers to placing two spots in the same programme.
a) Single
b) Multiple
c) Differential
d) Varied
171. _______ is the amount of profit that investment generates.
a) GOI
b) IRR
c) ROI
d) NPV
172. Yardstick method is also called as ___________ method.
a) Budget
b) Margin
c) Benchmark
d) Comparison

173. In ______ approach, different budgets are used in different markets. a)

Yardstick
b) Experimental
c) Break even
d) Market
174. The data related to media cost is provided by _____.
a) Ad Agencies
b) Market

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c) Managers
d) Data center
175. If the market ________ is intense, more budget is provided.
a) Competition
b) Price
c) Share
d) Sales
176. __________ of purchases refers to no. of times a person makes purchases of
a product.
a) Continuity
b) Habit
c) Frequency
d) Count
177. Media budget facilitates the selection of suitable_____
a) Agency
b) Media
c) Product
d) Celebrity
178. _______ keeps media expenditure within limits.
a) Plan
b) Schedule
c) Budget
d) Graph
179. Media planner has to do _______ before media buying.
a) Research
b) Study
c) Course
d) Efforts
180. There should be an integration of offline and ________ advertising. a) Print
b) Emerging
c) Online
d) In store

181. _______ analysis is to keep track of relevant environment.

a) Technical
b) Legal
c) Environmental
d) Market

182. Environmental analysis is divided in target group based and ____ based a)
Media
b) Profit
c) Competition

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
Sem VI

d) Preference

183. Main objective of media buying is to achieve desired _____ and frequency.
a) Reach
b) Sales
c) Space
d) Time

184. Media buyers have employment opportunities in ______

a) India
b) Foreign countries
c) Cities
d) Villages

185. Media buyer’s job is ________ oriented.

a) Performance
b) Task
c) Money
d) Customer

186. The client depends on media buyer for _____ information

a) Outside
b) Inside
c) Government
d) Secret

187. Media scheduling is like the ________ of the advertising plan.

a) Budget
b) Pillar
c) Policy
d) Calendar
188. In ________ strategy, the advertiser spends a fixed amount of money every
month.
a) Equal
b) Stable
c) Steady
d) Teaser
189. The desire to purchase is the result of _______ impact on advertisement.
a) Favorable
b) Unfavorable
c) Negative
d) Ultimate
190. Purchase _____ refers to the amount of time taken between purchases.

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
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a) Order
b) Cycle
c) Rotation
d) Lead

Module 4: Media Measurement and Evaluation

191. Basic metrics are ______ assessment.

a) Quantitative
b) Qualitative
c) Numerical
d) Digital
192. Cumulative reach and unduplicated audience are_______
a) Same
b) Opposite
c) Different
d) Related
193. _______ include the people who saw the ad at least once.
a) Frequency
b) Reach
c) Variance
d) Discrete
194. TV viewership in India has _______
a) Decreased
b) Multiplied
c) Spread
d) Fluctuated

195. _________ is the feedback on viewers of different TV programs

a) TRP
b) TVR
c) TAM
d) Viewership
196. Viewership gets ______ at minute
a) Evaluated
b) Discounted
c) Computed
d) Calculated
197. Reach of newspapers is seen through _______
a) Subscription
b) Redership
c) Distribution
d) Circulation
198. Newspaper readership is _______

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a) Compulsion
b) Habitual
c) Haphazard
d) fluctuating
199. Solus readers are ________ to the publication.
a) Loyal
b) Disloyal
c) Rude
d) Indifferent
200. ________ media reaches to difficult to reach consumers.
a) Print
b) OOH
c) Cinema
d) Radio
201. _______ uses external comparisons
a) Traffic
b) Print
c) Benchmarking
d) Rating
202. _________ tells about domination of time- slot
a) Share
b) Profile
c) Metrics
d) Reports
203. Gross impressions are numerical sum of every ad_____
a) Evaluation
b) Projection
c) Exposure
d) Reach

204. Card rates are________

a) Uniform
b) Non- uniform
c) Fixed
d) Profitable
205. Costly brands enjoy higher________
a) Visibility
b) Prestige
c) Screening
d) Rates
206. Consumers are exposed to more than one ____ at the same time.
a) Store
b) Person
c) Medium

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d) Message
207. Cumulative reach has _______ coverage.
a) Larger
b) Limited
c) Exclusive
d) Short
208._____ helps to select programs for spot advertisement.
a) CPM
b) TRP
c) AV
d) TAM
209. _____ indicates most and the least viewed programs.
a) TRP
b) CPM
c) TVR
d) TAM
210. _____ measures consumer behaviour in TV ratings.
a) TAM
b) TRP
c) VCR
d) TVR
211. ________ readers are demand creators for the publication.
a) Claimed
b) Earned
c) Subscribed
d) Former
212. Share is the relative _______ of a media.
a) Weakness
b) Strength
c) Style
d) Part

213. Profile indicates audience ________

a) Size
b) Pattern
c) Demographics
d) Spread
214. _____ rates are different for different media.
a) Card
b) Mobile
c) Screen
d) Publishing
215. Reach delivered by the media should be______
a) Expensive
b) Cost -efficient
c) Cheap
d) Constant

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Sem VI

216. _____ is the cost of a media vehicle to reach 1000 members.

a) CPT
b) GRP
c) CPM
d) CPRP
217. ______ is a way of measuring advertising presence of a brand
a) Share of Voice
b) GRP
c) CPT
d) Frequency
218. GRP stands for gross rating _____
a) Plan
b) Points
c) Power
d) Pulse
219. ______ frequency is the minimum no. of times that the ads are exposed to the
consumers.
a) Average
b) Effective
c) General
d) Specific
220. ____________ is used for non- uniform viewing.
a) Average frequency
b) Frequency distribution
c) Average ratings
d) TRP

221. ________ is used for television metrics.

a) Peoplemeter
b) Diary
c) Patronage
d) Satellite
222. _________ metrics are given by arbitron radio rating
a) TV
b) Internet
c) Radio
d) Print
223. ___________ readership is where one newspaper is read by many readers.
a) Repeat
b) Pass along
c) Local
d) mass
224. OOH refers to _______.
a) Out of height
b) Out of hand
c) Out of home
d) Out on hills
225. ______ refers to the quality of the audience.

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a) Perception
b) Standard
c) Profile
d) features
226. ________ index gives preference of audience.
a) Population
b) Profile
c) Sticky
d) Selectivity
227. Share of Voice gives collective data of _______, frequency and ratings
a) Budget
b) Exposure
c) Reach
d) Sales
228. Click through rate is related to ______ buys
a) Shop
b) Email
c) B2B
d) Internet
229. Television metrics data is collected with ______
a) Monitor
b) Satellite
c) DTH
d) People meter

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Model college TYBMS (Marketing) Media Planning and Management Anand Kale
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230. Full page discounts are offered to _______ advertisers

a) Small
b) Large
c) Government
d) Private
231. If a publisher has more than one newspaper _______ rates are offered.
a) Combined
b) Single
c) Discounted
d) Uniformed
232. _____ time is the time on a channel which has maximum viewers.
a) Low
b) Evening
c) Prime
d) Afternoon
233. ______ gives control on the content of the program.
a) Advertising
b) Sponsorship
c) Scheduling
d) Programming
234. ______ method is where a panel of viewers note their viewership details in a
book. a) Diary
b) Monitor
c) Journal
d) Booking
235. Media planners have to decide media ______
a) Budget
b) Price
c) Objectives
d) Statement
236. Media buying rates are decided by____
a) Media owners
b) Government
c) Association
d) customers
237. ________ audience consists of adults owning TV sets.
a) Secondary
b) Primary
c) Owned
d) National
238. TRP provides data on ______ reports
a) Quarterly
b) Six-monthly
c) Annually
d) Weekly

239. ___ radio has made radio a popular media.

a) Vividh Bharati

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b) International
c) FM
d) AM
240. ___ is the newspaper with the largest viewership in India.
a) HT
b) TOI
c) The Hindu
d) Indian Express
241. Indian Readership Survey gives readership data on _____ media.
a) Digital
b) TV
c) Print
d) Internet
242. A program with ______ TRP gets huge sponsorships.
a) High
b) Low
c) Same
d) Stable
243. Radio advertising is popular due to its _____
a) Jingles
b) Products
c) RJ
d) Music
244. _____ are characters associated with brands.
a) Logo
b) Slogans
c) Mascot
d) Cartoons
245. ____ is the rate of per click on internet ads.
a) Cost Per Thousand
b) Cost per Click.
c) Cost per website
d) Cost per notification
246. ______ is an advertisement where cinema actors promote products in movies.
a) Cinema Buys
b) Movie ads
c) Celebrity ads
d) Entertainment ads
247. ____ is a useful media for rural areas.
a) TV
b) Radio
c) Newspaper
d) Internet

248. The rates for ______ issues of newspapers are higher

a) Monthly
b) Weekday
c) Weekend

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d) local
249. If the budget is low _____ media is the best option.
a) Digital
b) Print
c) Hoarding
d) TV
250. _______ of media buys is important for future decisions
a) Change
b) Evaluation
c) Monitoring
d) Bills