TN MPL chapter5

1. What is the main role of a media planner?
A. To create ad designs
B. To analyze business strategies
C. To optimize ROI through ad placements
D. To handle customer complaints

 C. To optimize ROI through ad placements 

2. Media planning requires knowledge in which two main areas?
A. Branding and customer service
B. Market research and advertising reach
C. Design and copywriting
D. Legal and accounting

B. Market research and advertising reach

3. Which of the following is NOT a characteristic of a media planner?
A. Behavioral scientist
B. Researcher
C. Negotiator
D. Fashion designer 

D. Fashion designer 

4. The media plan is a part of:
A. HR plan
B. The design process
C. The larger communication strategy
D. Internal accounting

C. The larger communication strategy

5. What percentage of the marketing budget is often spent on media?
A. 20%
B. 50%
C. 80%
D. 100%

C. 80%

6. Media planning decisions should be based on:
A. The designer’s preference
B. Competitor's strategy
C. Overall marketing strategy
D. Random trends

C. Overall marketing strategy

7. A good media plan should always aim to:
A. Be viral
B. Entertain
C. Maximize ROI
D. Follow design trends

C. Maximize ROI

8. A company can grow by:
A. Ignoring competitors
B. Raising prices only
C. Attracting new users
D. Using only TV ads

C. Attracting new users

9. “Buy rate” refers to:
A. Brand quality
B. Sales price
C. Frequency of purchase
D. Online ratings

C. Frequency of purchase

10. “Brand penetration” means:
A. Brand awareness
B. Attracting more new users
C. Increasing product lines
D. Lowering prices

B. Attracting more new users

11. Which is an example of a communication objective?
A. To buy more media space
B. To increase brand awareness by 25% in 3 months
C. To reduce budget by 10%
D. To change the product packaging

B. To increase brand awareness by 25% in 3 months

12. In the communication funnel, which comes first?
A. Media
B. Advertising
C. Marketing
D. Budget

C. Marketing

13. A campaign is defined as:
A. A daily post
B. A short event
C. A focused effort with limited time to meet a goal
D. An unplanned communication

C. A focused effort with limited time to meet a goal

14. What is a tactic in media planning?
A. General strategy
B. Business plan
C. Posting 5 ads per week on Facebook
D. Company vision

C. Posting 5 ads per week on Facebook

15. Which of the following is a measurable objective?
A. To be more creative
B. To become viral
C. To increase website traffic by 10% within 30 days

   D. To make people happy

C. To increase website traffic by 10% within 30 days

16. Which media channel has the best targeting options?
A. Newspaper
B. Radio
C. Social media 
D. Billboards

C. Social media 

17. What is the role of ROI in media planning?
A. Helps design posters
B. Measures the return vs cost of media spending
C. Tracks audience mood
D. Counts brand mentions only

B. Measures the return vs cost of media spending

18. What does a media flowchart show?
A. Campaign themes
B. Weekly posting schedule
C. Company org chart
D. Sales report

B. Weekly posting schedule

19. A campaign aiming at “brand switching” targets:
A. Existing loyal users
B. New users from outside the category
C. Users of competing brands 
D. Employees

C. Users of competing brands 

20. “To convince young moms to try Brand X diapers by the end of June” is:
A. A tactic
B. A communication objective 
C. A design idea
D. An ad slogan

B. A communication objective 

21. A local café wants to increase morning sales. Which is the best tactic?
A. Launching radio ads from 6–9 AM 
B. Hiring a new chef
C. Redecorating the interior
D. Running ads at 10 PM

A. Launching radio ads from 6–9 AM 

22. You are targeting Gen Z students. Which media channel is most effective?
A. TV
B. Facebook
C. TikTok and Instagram  
D. Magazines

C. TikTok and Instagram  

23. An e-commerce brand wants to boost traffic for its Flash Sale. Which strategy fits?
A. Print flyers
B. Run YouTube pre-rolls 24 hours before the sale 
C. Email monthly newsletters
D. Improve SEO slowly

. Run YouTube pre-rolls 24 hours before the sale 

24. A communication plan must be aligned with:
A. The creative team only
B. The HR department
C. The overall marketing strategy 
D. Individual ad designers

C. The overall marketing strategy 

25. Which is the first step in building a media plan?
A. Choose channels
B. Set objectives 
C. Write ad copies
D. Launch campaign

B. Set objectives

26. Which of the following is a KPI (Key Performance Indicator)?
A. Campaign title
B. Budget spent
C. Click-through rate  
D. Creative theme

C. Click-through rate  

27. A creative brief should include:
A. Personal opinions
B. Political references
C. Target audience, message tone, and media formats  
D. Budget breakdown only

C. Target audience, message tone, and media formats  

28. Frequency in media planning refers to:
A. Number of channels used
B. Number of impressions
C. Number of times an individual sees the ad 
D. Number of likes

C. Number of times an individual sees the ad 

29. Reach is best defined as:
A. Number of times ads are clicked
B. Total audience exposed to an ad  
C. Sales generated
D. Engagement rate

B. Total audience exposed to an ad  

30. A campaign with high reach but low frequency is best for:
A. Building brand awareness  
B. Generating immediate sales
C. Encouraging loyalty
D. Driving repeat purchase

A. Building brand awareness

2. When should a continuous advertising schedule be used?
A. When a brand is seasonal
B. When launching a new product
C. When constant brand visibility is needed
D. When budget is very low

C. When constant brand visibility is needed

3. Which metric best measures engagement in a digital campaign?
A. Cost Per Mille (CPM)
B. Click-Through Rate (CTR)  
C. Frequency
D. GRP

B. Click-Through Rate (CTR)  

4. What’s a risk of high frequency but low reach in media planning?
A. Ad waste due to overexposure 
B. Poor targeting
C. High brand penetration
D. Viral performance

A. Ad waste due to overexposure 

5. A pulsing strategy in advertising means:
A. No ads for some months
B. Regular baseline ads with periodic bursts 
C. One-time advertising
D. Steady frequency with declining budget

B. Regular baseline ads with periodic bursts 

10. Which scenario best fits using flighting scheduling?
A. A brand that needs always-on visibility
B. A product with seasonality like mooncakes
C. A product that’s popular year-round
D. A low-budget service

B. A product with seasonality like mooncakes