ADV Exam 3: Chapter 12 questions

Overall, computer modeling:

assess a wide range of possibilities and save advertisers a lot of money.assess a wide range of possibilities and save advertisers a lot of money.

A media planner is working with a yogurt manufacturer for the placement of print ads highlighting new flavors and healthy benefits of the product. Within the media ____ of magazines, she decides on the media _____ of Rolling Stone, Yoga Journal, and In Touch.

class; vehicles

The only thing limiting the new media right now is that they:

still have not developed the actual ads, promotional contacts, and IBC to leverage all these data.

A retailer selling books runs its print ads in a newspaper during the first week of October, the first week of November, and Thanksgiving week. The retailer is using a between-vehicle media strategy.

false

Electronic data services provide standardized data, reports, and analyses that are comparable across media categories.

false

Events are an example of measured media.

false

Geo-targeting is defined as the expansion of media placement beyond certain regions or national borders and into diverse cultures and global markets.

false

In the context of audience exposure to a media vehicle, increasing the frequency of exposures results in an increased reach of the target audience.

false

The forgetting function is based on latest psychological research and explains the random and unique nature of each individual's memory.

false

The message weight objective provides a very specific, detailed perspective for a media planner.

false

CPM (cost per million) is a measure of the dollar cost of reaching a million audience members with a particular medium.

false, Cost per thousand

Product placement is the most expensive and compelling approach for clients seeking branded entertainment opportunities.

false, it is the cheapest

The number of people or households that will be exposed to a media vehicle at least one time during a particular period is referred to as frequency.

false, referred to as reach

In social media, the brand-consumer relationship is characterized by two nodes—marketer to consumer.

false, three nodes (marketer-consumer-consumer)

A media planner is making placement decisions for a new line of cosmetics. She focuses on ten different cities in the country where the purchase size of the products is high. This is an example of:

geo-targeting

Broadcast television, cable television, and national magazines have the largest and broadest reach of any of the media.

true

Creating a visual representation of the media schedule gives an advertiser tangible documentation of the overall media plan.

true

Media buyers evaluate the audience reach, CPM, and timing of each buy.

true

The financial advantages of flighting are that discounts might be gained by concentrating media buys in larger blocks.

true

Below-the-line promotion is also referred to as ______.

unmeasured media

A Los Angeles based ad agency is an expert in placing advertisement messages in different media, like television, radio, magazines, and newspapers. It effectively mixes and matches all of these media to make sure that an advertiser's message makes a positive impact on the target audience. It is also an expert in creating the schedule in which these messages will appear. This ad agency is working effectively as a:

media planner

Murray & Murray is the agency of record for all brewing products of a Wisconsin beer manufacturer. This means that Murray & Murray has been chosen by the client to:

negotiate contracts for time and space.

A retailer decides to use newspaper ads to promote its line of men's and women's swimwear. In the media planning process, the retailer has chosen a(n):

media class.

A ______ specifies which media will be utilized for advertising messages so that the desired target audience can be reached.

media plan

Media buying involves securing electronic media time as well as print media space, as depicted in a schedule.

true

Media vehicles with broad reach are ideal for consumer convenience goods, such as toothpaste and cold remedies.

true

A fast food company wants to launch a new advertising campaign to boost its sales. In order to target the right customer base, the company refers to their pages on social media sites. Through these sites, it collects details of people who could become prospective customers of the company. Which of the following is the company using to find prospective customers?

Big Data

Which of the following is most likely to be used for above-the-line promotion?

Magazines

_______ is the gross number of advertising exposure opportunities delivered by the media vehicles in a schedule.

Message weight

Which of the following best defines micro-targeting in the context of media strategies?

Micro-targeting refers to creating customized advertising messages and offers.

You are looking at figures and trying to understand the overall message weight for your client's shaving cream ads. You remind yourself that some people who watched the ad on a TV program may have also seen it in a magazine. This is called:

between-vehicle duplication

A manufacturer of Oakwood furniture decides to place half-page print ads in a newspaper every Sunday for a period of two months. This is called .

continuous scheduling

The forgetting function is based on a well-known concept and compelling research showing that things that are remembered, including ad messages,:

fade from people's memories at mathematically calculated intervals.

In a real world scenario, the overall development of the advertising plan takes place right after the media planning process.

false

Individual syndicated services typically analyze media categories that they do not measure.

false

A 30-second television ad is an example of pull media.

false, push

A client agrees to launch a new line of flavored mouthwashes by running heavy advertising for two weeks, followed by no advertising at all for a while, and then again having a two-week period of heavy advertising. What kind of a media schedule is this?

flighting

_______ of an ad is the average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time.

frequency

Media planners need to identify media that cover the same region or location as the advertiser's distribution system. This is an example of ______, a critical element in setting advertising objectives.

geographic scope

A media buyer places an ad for a new range of wines in four different magazines. The first magazine provides roughly 3,600,000 exposures, the second magazine provides about 950,000 exposures, and the third and fourth provide 100,000 exposures each. The buyer now can inform the client at the winery of the ________ expected for the ad, that is, 4,750,000 exposures.

gross impressions

Which of the following refers to the sum of the exposures to the entire media placement in a media plan?

gross impressions

Which of the following measures media weight based on both reach and frequency?

gross rating points

Which of the following is true of single-source tracking services?

They offer information on brands, purchase size, prices paid, and media exposure.

In the world of advertising and promotion, CPM is a common measure of media efficiency. What does the "M" in CPM stand for?

The roman numeral for 1,000

In advertising, which of the following acts as a primary barrier for small companies?

They do not have enough money for advertising at national or international levels.

Share of voice is a calculation of any one advertiser's brand expenditures relative to the:

overall spending in a category

Which of the following is an example of unmeasured media?

paid internet search

Net promoter scores measure:

the good mentions and bad mentions of a brand in the social media.

The blend of different media that will be used to effectively reach the target audience is called the:

the media mix

A media planner needs to evaluate the relative intensity of three different media plans for an orange juice advertiser. The planner decides to multiply the reach of each promotion plan with the frequency, in order to compare:

Gross Rate Points (GRPs)

Which of the following is true of upfronts?

It is a period where the television networks reveal their fall line-ups and presell advertising on them.

An established electronics business has reinvented itself and come up with some novel new products. The owners want to go beyond the same old ads and commercials to promote these products. As a well-informed media planner, you suggest a merger of advertising and entertainment, including promotions in video games, cell phones, in malls and retail stores, and at movie theaters. This mix is known in the industry as:

Madison & Vine

A manufacturer of a brand of high-end hiking boots and specialized athletic shoes has hired your agency to run a print campaign. You tell the client that a full-page, black-and-white ad in Hiking and Biking magazine will cost them $1,650 to run once. You also remind the client that the circulation of the magazine is 42,000. To give the client the cost per thousand for this media buy, which formula would you use?

Take 1,650 multiplied by 1,000 divided by 42,000.

Before he can make final decisions on where to place ads and how to display promotions for a new brand of bottled water, a media planner has to decide which broad categories to use—television, radio, magazines, newspapers, Internet sites, etc. When he zeroes in on using both television and the Internet, he has chosen his:

media classes

You are working on a new media plan. You remind yourself that the true power of a media plan rests on the , that is, knowing what you are trying to do with your media, and matching those objectives with your media choices.

media strategy

A children's apparel manufacturer promotes its clothes on a regular basis, but needs a stronger message in August, for back-to-school shopping; in December, for holiday shopping; and in May, for summer shopping. What type of scheduling strategy will run the clothing ads continuously, but will also have three periods of much heavier scheduling?

pulsing

An owner of a city-wide grocery chain is given the figure of 10 percent and is told that this represents the people or households in its target audience that will be exposed to the chosen media vehicle—in this case, the city newspaper —at least one time during the campaign period. The client has just been given a measure based on:

reach

If an advertisement placed on the hit network television program American Idol is watched at least once by 10 percent of the advertiser's target audience, then the _______ is said to be 10 percent.

reach