Which of the following is true of creativity?

  1. Which of the following are true about creativity and media?
    1. Creativity is done by the creatives only.
    2. Media type selection need not be based on the creative execution type as much as anything else, it is based always on efficiency
    3. Creativity, in the right agency model, can come from anywhere. Media people often help or lead the creative process. Ideas are the backbone of good media planning.
    4. Clients are typically receptive to the creative idea first versus filling out a marketing objectives profile when it comes to dealing with agencies.

  1. A rating is:
    1. The percentage of all TV households who watch a program
    2. The share of a program’s audience who are of a certain demographic
    3. The composition of a program as a percentage of a demographic in a market
    4. Measured by Nielsen the same exact way, regardless if it is a local rating or national rating
    5. All of the above
    6. None of the above
  2. GRPs are:
    1. Rating points added together
    2. Calculated by multiplying Reach times Frequency
    3. Sometimes exceeding 100 even though they are percentages
    4. A measure of overall media “weight” or “tonnage”
    5. All of the above
    6. None of the above
  3. T or F: Impressions are not a measure of people
    1. True
    2. False
  4. Why, in a typical crosstab, are the vert% and the horz% different within the same cell?
    1. The horizontal% measures coverage and composition
    2. The column is bigger than the row
    3. The sizes of the column’s audience and the row’s audience are often different sizes
    4. Statistics make it impossible for them to be the same
    5. All of the above
  5. Which of the following are true with respect to using media math?
    1. Impressions are smaller numbers than GRPs and are thus more accurate
    2. Impressions can be added together in different markets
    3. GRPs = frequency times impressions
    4. GRPs divided by reach equals effective frequency
    5. All of the above
  6. What if we identified in Simmons a target called ” Workaholic Coffee Drinkers” that described 15% of the total population, and we defined it as “Drink Coffee at least twice per day AND spent at least 50 hours working.  Which of the following best describes this type of targeting strategy?
    1. Sociodemographic target description
    2. Behavioral target description
    3. Demographic target description
    4. Mixed target description
  7. Which of the following describes an example of owned media?
    1. Your ad on a cable TV network
    2. Your sponsorship of a tennis event
    3. Your website
    4. Your public relations article in a magazine

  8. Think about Frequency versus Recency media planning theory. Which of the following is true?
    1. Frequency theory means that it does not matter how often your message is received, it will never wear out
    2. Recency theory means advertising at very high levels in short bursts across the calendar year
    3. Frequency theory means that reach will be really low since frequency is really high
    4. Recency theory means that only the most recent ad seen has any bearing on a purchase decision
    5. Recency Theory is the idea that it may take only one ad exposure to occur at exactly the right time and place for the message to have its desired impact
  9. What is the main difference between the purchase funnel (the AIDA model) and McKinsey’s Consumer Decision Journey?
    1. There is no difference
    2. The decision journey is a circle and the purchase funnel is a rectangle
    3. McKinsey’s Decision Journey incorporates a feedback loop
    4. The AIDA model is two directions
    5. McKinsey believes that the least efficient customers to reach are those that have tried the product and are part of the feedback loop


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