Which of the following is true of creativity?

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  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
    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
    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

    1. Impressions are smaller numbers than GRPs and are thus more
    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

    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
  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
    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
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