ADV CH 9

product category has high potential, but the brand is not selling well

A BDI under 100 and a CDI over 100 indicate that the _____.

represents the number of people watching a program

A feature of rating is that it _____.

Advertising impression

A possible exposure of the advertising message to one audience member is called a(n)

knowing how many people own TV sets

A problem faced by advertisers when using TV to advertise in an international market is _____.

is the number of people who are exposed to an advertising medium

A true statement about reach as a media objective is that it _____.

product integration

Advertisers gain associative value unachievable with basic advertising by combining value-added packages with ______.

loss of advertising support

Advertisers have to justify their media decisions to retailers who sell their products because these retailers may interpret a change in media strategy as a(n) _____.

opportunity to see

An advertising impression is also referred to as a(n) _____.

media planner

An agency's strategic ability to understand the target market and the most optimal time and place to communicate with them is attested by the work of a _____.

discounting

As media planners purchase more gross rating points (GRPs), the unit cost falls because of ______.

competing for media buying assignments separately from the creative business

As the prominence of media departments rose in the late 1990s, agencies started _____.

target market reach

Based on Cannon and Riordan's analysis of frequency as a media objective, the basic focus in advertising should shift from maximizing frequency to maximizing _____.

frequency

Based on repeated exposures to the medium or the program, the intensity of a media schedule is measured by _____.

gross rating points

By adding the ratings of several media vehicles we can determine the message weight of a given advertising schedule that is expressed as

a role in creative strategy

By combining the strategic planning and media planning groups into one department, agencies have given media planners _____.

advertising message exposure

Cannon and Riordan acknowledge that conventional media planning is based on media vehicle exposure, however effectiveness should relate to _____.

% of the category's total U.S. sales in the area / % of total U.S. population in the area x 100

Category development index (CDI) = _____

television is now fragmented into multiple sections

Due to the development of modern technology and the natural maturation of the marketplace, _____.

becomes overexposed

Effective frequency takes place between a maximum level that _____ and a minimum level that provides message awareness.

s-shaped curve

Historically, media planning emphasized frequency as the most important media objective and assumed a(n) _____ advertising response curve.

by creating a media strategy

How does an advertiser achieve its stated media objectives?

distribution objectives

In a media plan where, when, and how often advertising should appear is defined by

consumer

In comparing the marketing concept of the 4Cs to that of the 4Ps, which element of the 4Cs replaces the element "product" of the 4Ps?

anonymous in comparison to the employees in the creative department

In the past, people who planned and bought media were _____.

Stars

In the world of advertising, people in the creative and account service departments are often thought of as ______.

the media restricting the number of ads they sell

It is increasingly expensive to reach target audiences using most media due to _____.

of the difference in media research methodology used across different markets

Making comparisons between media plans for various markets is extremely difficult because _____.

get a bigger share of the advertiser's budget

Many large media companies are combining their resources and services as an incentive to _____.

basic demographic characteristics of media audiences

Marketers who want to identify a consumer target audience use syndicated reports provided by media research companies to identify the _____.

"The MEDIUM is the message"

Marshall McLuhan claimed that sometimes the medium chosen can have as much or more impact on an audience as the actual message of the advertisement. What is the famous saying attributed to McLuhan?

media vehicles

Media messages are delivered to the media audience that most closely resembles the desired target consumer using

gross impressions for each medium used

Media planners calculate the total gross impressions for a schedule by adding the _____.

solid scientific research and thorough mathematical analysis

Media planning needs _____.

in a prestigious magazine geared toward high-earning executives

Narcisso is a product planner for a company that produces top quality, premium-priced sailing boats. Where would it make the most sense for him to advertise?

value-added programs

Numerous print and broadcast media companies have created _____ to provide extra benefits in a bid to increase their sales.

marketers research

One of the ways a consumer target audience can be identified is through _____.

media mix

Planners develop media strategies by blending elements of the ______.

media planning

Prior to developing creative concepts for advertising, what type of strategic work must be done?

product concept, target audience, advertising message, and communications media

The creative mix consists of _____.

digital media

The development of which of the following has given both large and small companies greater control over their media spending?

message weight, reach, frequency, and continuity

The distribution objectives are directly related to _____.

top-down marketing plan

The market need and a company's sales strategies and objectives are included in a company's _____.

on the front cover.

The most preferred choice to place an ad in a magazine would be

media vehicle exposure

The number of people in a medium's audience is called _____.

reach

The number of unique people or households exposed to a medium during a given period of time is referred to as ______.

effective exposures per dollar

The optimal frequency concept put forth by Cannon and Riordan shifts the focus of media planning from exposure effectiveness to _____.

methodology

The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, message weight, frequency, and continuity objectives is referred to as _____.

rating

The percentage of homes exposed to an advertising medium is referred to as .

effective reach

The portion of the audience who experience enough exposures to truly receive the message is measured by _____.

marketing strategies

The procedures for reaching marketing objectives by blending the four elements of the marketing mix are detailed by _____.

Brand Development Index

The sales potential of a particular brand in a specific market area is indicated by the

audience objectives

The specific types of people the advertiser wants to reach are defined by _______.

message weight

The total size of the audience for a set of ads or an entire campaign is called

media planning

To conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time is the purpose of _____.

- convenience - cost - consumer - communication

What are the 4Cs of the marketing mix?

continuity, frequency, and reach

What are the three critical elements of media planning?

message-distribution objectives; audience objectives

What are the two types of media objectives?

markets

What are the various targets of a media plan called?

gross impressions

What can planners determine by multiplying a medium's total audience size by the number of times that an advertising message is used during the period?

- information on audience demographics - selection of a budget - contact information - choice of a target audience

What do ad-placement tools provided by technology companies such as Google or Facebook offer users?

sustain memory

What is a feature of continuity?

average frequency

What is calculated by the following formula? Total exposures ÷ Audience reach

total audience

What is determined by multiplying the number of subscribers with the estimated number of readers per copy?

proper planning

What is the key to successful advertising?

a marketing plan; advertising plan

What must a company establish before trying to sell its product(s)?

complex messeges

What types of messages require more space or time allotted for an explanation of the product?

- Retailers need to be reassured that there is plenty of advertising support for the products. - Retailers need to be encouraged to enthusiastically stock and resell the products.

Which of the following best explain why many advertisers create concurrent campaigns aimed at retailers when they launch consumer campaigns?

Audiences are spending more time with media than ever before; It is much more difficult for advertisers to reach a large audience.

Which of the following statements are true regarding the effect of new media technologies on marketing?

foods; paper products

Which products require more constant levels of advertising?

It is important to plan when, where, and under what conditions to make contact.

Why have ad agencies moved the task of media planning to an earlier phase in the overall process?

Geo demographic classifications

_____ are frequently used by media planners to define their target audiences.

Value-added packages

_____ frequently utilize techniques outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.