ARE 136 CH 12

11. Message impressions refer to exposures to the ads themselves. a. True b. False

a. True

27. Below-the-line promotion is also referred to as . a. big data b. calculated media c. unmeasured media d. above-the-line promotion

c. unmeasured media

83. (Scenario 12-4) The interviewer says that it's very important to calculate the effective reach of each ad in order to make it effective and then asks you, "Can you tell me how the effective reach of an ad can be calculated?" Which of the following should be your response? a. "By finding the number of consumers in a target audience that are exposed to an ad some minimum number of times" b. "By measuring the dollar cost of reaching 1,000 members of an audience using a particular medium" c. "By calculating the total number of essential good mentions against the total number of bad mentions about a brand" d. "By measuring an ad's brand expenditures relative to the overall spending in a product category"

a. "By finding the number of consumers in a target audience that are exposed to an ad some minimum number of times"

47. Which of the following refers to the sum of the exposures to the entire media placement in a media plan? a. Gross impressions b. Single-source c. Big data d. Micro-target

a. Gross impressions

57. Which of the following is true of the square root law which states that the recognition of print ads increases with the square of the illustration? a. It should be used as a general guideline. b. It should be considered purely as a law. c. It is very precise. d. It offers customized feedback on different advertising efforts.

a. It should be used as a general guideline.

61. 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: a. Madison & Vine. b. above-the-line promotions. c. media buying services. d. a Unique Selling Proposition.

a. Madison & Vine.

75. (Scenario 12-3) Champion Chocolate used newspapers, local television, and magazines to promote their products. Which of the following did they use? a. Media classes b. Media vehicles c. Big Data d. Media scope

a. Media classes

54. 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? a. Pulsing b. Continuous c. Flighting d. Measured

a. Pulsing

71. (Scenario 12-2) The owners of an oak furniture company want to know the approximate number of people who will be exposed to the ad if they decide to place an ad in the magazine. Which of the following are they referring to? a. Reach b. Scope c. Dimension d. Frequency

a. Reach

14. The financial advantages of flighting are that discounts might be gained by concentrating media buys in larger blocks. a. True b. False

a. True

4. Market and advertising research determines that certain media options hold the highest potential for shaping the consumer behavior of the target audience. a. True b. False

a. True

8. Media vehicles with broad reach are ideal for consumer convenience goods, such as toothpaste and cold remedies. a. True b. False

a. True

9. Broadcast television, cable television, and national magazines have the largest and broadest reach of any of the media. a. True b. False

a. True

49. 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: a. between-vehicle duplication. b. micro-target. c. within-vehicle duplication. d. below-the-line promotion.

a. between-vehicle duplication.

52. 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 . a. continuous scheduling b. flighting c. pulsing d. media mixing

a. continuous scheduling

42. 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: a. geo-targeting. b. media mix. c. below-the-line promotions. d. above-the-line promotions.

a. geo-targeting.

70. (Scenario 12-2) A media planner working for a high-end clothing retailer looks at its sales figures and discovers that a vast majority of its sales generated are from large cities. She decides to buy space in American Life editions that reach the top 10 metropolitan markets. This media strategy is referred to as: a. geo-targeting. b. flighting. c. pulsing. d. share of voice.

a. geo-targeting.

35. The blend of different media that will be used to effectively reach the target audience is called the: a. media mix. b. media objective. c. big data. d. media vehicle.

a. media mix.

56. Share of voice is a calculation of any one advertiser's brand expenditures relative to the: a. overall spending in a category. b. total revenue generated by the advertiser. c. reach of several media vehicles. d. frequency of its ads.

a. overall spending in a category.

43. 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. a. reach b. frequency c. scope d. class

a. reach

76. (Scenario 12-3) As part of its media planning process, Champion Chocolate is searching information about its target market that cover details such as their purchase frequency, brand loyalty, and media exposure. This type of detailed information on consumer behavior can only be obtained from a(n): a. single-source tracking service. b. media-buying service. c. agency of record. d. media class.

a. single-source tracking service.

88. (Scenario 125) "Are smaller print ads okay? Or are you a firm believer of the increased recognition?" a. square root law b. net promoter score c. forgetting function d. message weight

a. square root law

78. (Scenario 12-3) To calculate the reach of their product, the company's media planners begin calculating gross impressions. To do so, they would calculate: a. the sum of exposures to the entire media placement in the media plan. b. add the figures of between-vehicle duplication and within-vehicle duplication. c. the gross number of media vehicles used in a schedule. d. the total number of times an individual in a target audience is exposed to a message.

a. the sum of exposures to the entire media placement in the media plan.

86. (Scenario 125) "Is there a national media , such as USA Today, Time, or the Wall Street Journal, that you would like to consider using to communicate with your customers?" a. vehicle b. class c. reach d. mix

a. vehicle

81. (Scenario 12-4) The interviewer says that the position will involve working with both measured and unmeasured media. Then she asks what you know about these two types of media. You should answer by saying: a. "In the early days of advertising, all media were unmeasured. Currently, however, only advertising on the Internet is considered unmeasured." b. "Measured media include the Internet, television, radio, magazine, newspaper, and outdoor media. Unmeasured media include everything else, such as events, product placements, and coupons." c. "Measured media includes paid Internet search and retail shelving. Unmeasured media consists of syndicated and local TV." d. "Measured media is directed at households and individuals. Unmeasured media is directed at businesses and members of trade channels."

b. "Measured media include the Internet, television, radio, magazine, newspaper, and outdoor media. Unmeasured media include everything else, such as events, product placements, and coupons."

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

b. False

17. In push media, the consumer goes looking for the advertiser or advertising. a. True b. False

b. False

18. A 30-second television ad is an example of pull media. a. True b. False

b. False

19. In social media, the brand-consumer relationship is characterized by two nodes—marketer to consumer. a. True b. False

b. False

2. With the merger of movies, music, gaming, and other entertainment, media planning no longer involves numbers, schedules, and deadlines. a. True b. False

b. False

20. Product placement is the most expensive and compelling approach for clients seeking branded entertainment opportunities. a. True b. False

b. False

21. Electronic data services provide standardized data, reports, and analyses that are comparable across media categories. a. True b. False

b. False

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

b. False

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

b. False

7. 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. a. True b. False

b. False

53. 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? a. Seasonal b. Flighting c. Continuous d. Pulsing

b. Flighting

72. (Scenario 12-2) The owners of the oak furniture company are now considering buying an ad in American Life. However, before they go ahead with their decision, they want to know the approximate number of times an individual within a target audience will be exposed to an ad in American Life in a given period of time. Which of the following are they referring to? a. Placement b. Frequency c. Reach d. Continuity

b. Frequency

38. Which of the following best defines micro-targeting in the context of media strategies? a. Micro-targeting indicates the focus of brands on specific media classes. b. Micro-targeting refers to creating customized advertising messages and offers. c. Microtargeting focuses on covering the same geographic area as the advertiser's distribution system. d. Micro-targeting is the placement of ads in a way that exposes them to a large number of people.

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

34. 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 Stone, Yoga Journal, and In Touch. a. plan; frequencies b. class; vehicles c. mix; plans d. vehicle; outlines

b. class; vehicles

33. 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: a. unmeasured media. b. media classes. c. big data. d. media vehicles.

b. media classes.

30. 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: a. media bidder. b. media planner. c. media vehicle. d. media class.

b. media planner

90. (Scenario 126) "When a firm compares its brand advertising expenditures in a medium to the total product category advertising expenditures in a medium, it is able to determine the: a. cost per thousand." b. share of voice." c. cost per rating point." d. reach and frequency."

b. share of voice."

66. (Scenario 121) A new line of Blackberry Valley jams is being launched. Its agency's media planner calls two consumer research companies—Mediamark Consumer Research and BehaviorScan and asks for data before placing ads for the new products. Mediamark Research and Information Resources will be furnishing information on: a. the environmental laws that the company needs to follow in order to produce the jam in a sustainable way. b. the brand preferences, purchasing habits, and purchase size of customers. c. the additional features that the company's products have in comparison with products of their competitors. d. the different ways in which production processes can be made more efficient.

b. the brand preferences, purchasing habits, and purchase size of customers.

60. Net promoter scores measure: a. the number of times a customer clicks on a pop up link. b. the good mentions and bad mentions of a brand in the social media. c. how many Internet users visit a social networking site or a blog. d. whether consumers search for online offers or not.

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

84. (Scenario 12-4) The interviewer says, "Around here, for most media classes, we generally use cost per thousand to determine which media delivers the largest audience at the lowest cost. And of course with the Internet, we use another measure to calculate how people mention the brands." If you're smart, you will respond by saying, a. "Oh really? Might that be the really simple syndication?" b. "Oh really? Might that be the gross rating points?" c. "Oh really? Might that be the net promoter scores?" d. "Oh really? Might that be the cost per rating point?"

c. "Oh really? Might that be the net promoter scores?"

74. (Scenario 12-2) Based on the figures provided, what is the CPM of a single-page, full-color advertisement in American Life's national edition? a. $ 10.99 b. $ 45.19 c. $ 32.06 d. $ 90.98

c. $ 32.06

37. 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? a. Gross impressions b. Geo-targeting c. Big Data d. Message weight

c. Big Data

73. (Scenario 12-2) Each medium under consideration in a media plan must be scrutinized for the efficiency with which it performs. In other words, an advertiser might select American Life because it delivers messages to the largest target audiences at the lowest cost. Which of the following helps measure this? a. Net volume b. Price/cost transparency c. Cost per thousand d. Net promoter score

c. Cost per thousand

64. Which of the following is true of upfronts? a. It is increasing in popularity and will gain twice as much popularity within the next decade. b. It is a television programming ritual conducted in the fall each year. c. It is a period where the television networks reveal their fall line-ups and presell advertising on them. d. About 25 percent of prime-time television advertising is bought in upfronts.

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

28. Which of the following is most likely to be used for above-the-line promotion? a. Coupons b. Blogs c. Magazines d. Social networking sites

c. Magazines

46. is the gross number of advertising exposure opportunities delivered by the media vehicles in a schedule. a. Big data b. Effective reach c. Message weight d. Effective frequency

c. Message weight

80. (Scenario 12-4) The interviewer welcomes you, allows for initial introductions, and then starts the interview. "We have a client that manufactures ebony furniture. Recently, it has launched a new line of furniture and we plan to promote its new line through a media vehicle. According to you, which should we use to promote the line?" a. Network TV b. Newspapers c. Newsweek d. Syndicated TV

c. Newsweek

68. (Scenario 12-1) Blackberry Valley is currently assessing its brand expenditures relative to the overall spending of its product category of jams. Which of the following is the company calculating? a. Share of customers b. Share of volume c. Share of voice d. Share of mind

c. Share of voice

26. In advertising, which of the following acts as a primary barrier for small companies? a. They do not have access to digital and social media to create buzz marketing. b. They use below-the-line promotions instead of above-the-line promotions. c. They do not have enough money for advertising at national or international levels. d. The goods and services they offer do not require marketing.

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

69. (Scenario 12-1) Share of voice of a company can be calculated to: a. the essential good mentions-bad mentions about a particular brand or product. b. understand the strengths and weaknesses of competitor's products. c. determine a brand's share of product category spending on a particular advertising medium. d. assess the threats in a particular market.

c. determine a brand's share of product category spending on a particular advertising medium.

55. The forgetting function is based on a well-known concept and compelling research showing that things that are remembered, including ad messages,: a. can be remembered almost indefinitely. b. are removed from short-term memory almost immediately. c. fade from people's memories at mathematically calculated intervals. d. are retained only if the individual wants to remember them.

c. fade from people's memories at mathematically calculated intervals.

63. 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: a. assess the impact of the different ads of the company. b. handle all creative services and production issues. c. negotiate contracts for time and space. d. collect detailed consumer information.

c. negotiate contracts for time and space.

92. (Scenario 12-6) "The metric known as a given period." a. cost per thousand b. share of voice c. net volume d. gross impressions

c. net volume

87. (Scenario 125) "Did you have a rough figure in mind concerning your , that is, the number of people or households that you'd like to see exposed to the chosen media at least once during the campaign?" a. geographic scope b. cost per thousand c. reach d. continuity

c. reach

39. The only thing limiting the new media right now is that they: a. cannot be interactive and drive audiences to engage with brands. b. cannot track customer data. c. still have not developed the actual ads, promotional contacts, and IBC to leverage all these data. d. are not reliable enough to use search engines in order to understand customers' search behavior.

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

89. (Scenario 125) "Do you want to restrict your television buying to , meaning you'll pay premium pricing charged in advance of the fall season? Or are you willing to wait and see what is still available later in the season?" a. gross impressions b. unmeasured media c. upfronts d. context effects

c. upfronts

65. (Scenario 12-1) If Blackberry Valley uses below-the-line promotions to boost its sales, which of the following is it most likely using? a. Preprinted inserts b. Television commercials c. Ads in magazines d. Retail shelving

d. Retail shelving

58. In the world of advertising and promotion, CPM is a common measure of media efficiency. What does the "M" in CPM stand for? a. Media plan b. Media class c. The share of voice d. The Roman numeral for 1,000

d. The Roman numeral for 1,000

40. Which of the following is true of single-source tracking services? a. They offer information solely on demographics. b. They refer to collecting information primarily from social networking sites and search engines. c. One of its drawbacks is that they ignore data related to purchase size and purchase frequency. d. They offer information on brands, purchase size, prices paid, and media exposure.

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

62. Overall, computer modeling: a. helps replace planning and sound judgment made by media specialists. b. provide standardized reports that are comparable across media categories. c. lean toward high-end media options that result in costly media buys. d. assess a wide range of possibilities and save advertisers a lot of money.

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

91. (Scenario 126) "Which media delivers the largest audiences at the lowest cost? This is determined by calculating the ratio of the cost of the media buy to the total audience and then multiplying it by 1,000. This is known as: a. share of voice per thousand." b. net promoter score." c. net volume." d. cost per thousand."

d. cost per thousand."

48. 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 ad, that is, 4,750,000 exposures. a. continuous schedules b. geo-targets c. share of voice d. gross impressions

d. gross impressions

77. (Scenario 12-3) Champion Chocolate is assessing the effective frequency for its line of chocolates. This refers to the number of times: a. consumers purchase the company's products. b. consumers act as brand ambassadors and discuss about the brand or its products with prospective customers. c. the city media vehicle must carry the ad message to break through the advertising clutter. d. the target audience must be exposed to the ad message before the objectives of the advertiser are met.

d. the target audience must be exposed to the ad message before the objectives of the advertiser are met.

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

a. True

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

a. True

25. Media buyers evaluate the audience reach, CPM, and timing of each buy. a. True b. False

a. True

22. Individual syndicated services typically analyze media categories that they do not measure. a. True b. False

b. False

3. A media vehicle refers to a broader category of media than a media class. a. True b. False

b. False

44. 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: a. reach. b. frequency. c. class. d. scope.

a. reach.

59. 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? a. Take 42,000 divided by 1,650 multiplied by 1,000. b. Take 1,650 multiplied by 1,000 divided by 42,000. c. Add 1,650 and 42,000 divided by 1,000. d. Take 42,000 divided by 1,000 plus 1,650.

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

85. (Scenario 125) "Which media , such as television, radio, newspaper, magazine, or Internet, do you think would best communicate with your potential customers?" a. plan b. class c. vehicle d. program

b. class

41. 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. a. frequency b. geographic scope c. micro-targeting d. purchase size

b. geographic scope

32. 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): a. interactive media. b. media class. c. media vehicle. d. media mix.

b. media class.

31. A specifies which media will be utilized for advertising messages so that the desired target audience can be reached. a. media class b. media plan c. media vehicle d. media mix

b. media plan

29. Which of the following is an example of unmeasured media? a. Paid Internet search b. Network TV c. Spot radio d. Local newspapers

a. Paid Internet search

1. Events are an example of measured media. a. True b. False

b. False

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

b. False

12. The message weight objective provides a very specific, detailed perspective for a media planner. a. True b. False

b. False

50. Which of the following measures media weight based on both reach and frequency? a. Media mix b. Gross rating points c. Share of voice d. Cost per thousand

b. Gross rating points

79. (Scenario 12-3) Champion Chocolate wants to advertise throughout the year but promote its products more rigorously during the holidays. Thus, its advertising schedule is reflective of a strategy. a. net promoting b. continuity c. pulsing d. flighting

c. pulsing

93. (Scenario 126) "Among advertising agencies, the client's agency of record is the one chosen by the client specifically to: a. gather all data necessary to measure media exposure." b. coordinate creative efforts for the firm." c. purchase all time and space." d. keep records of all ongoing research efforts."

c. purchase all time and space."

67. (Scenario 12-1) Blackberry Valley's ad agency has come up with a series of ideas through which they are planning to target people who are health-conscious and are looking for organic options. The agency has decided to use the social media to find out detailed behavioral information about customers. The agency also plans to turn these individuals into advocates of their brand. Which of the following is the company using? a. Continuous scheduling b. Media mix c. Below-the-line promotions d. Big Data

d. Big Data

36. 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. a. share of volume b. media class c. media continuity d. media strategy

d. media strategy

13. 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. a. True b. False

b. False

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

b. False

82. (Scenario 12-4) The interviewer says that one one of your responsibilities at the job will be to gather details of audience members of every local TV vehicle, so clients can be informed about the key characteristics of their target markets. Which of the following would you need to do in order to perform this task? a. Organize above-the-line promotions for your clients. b. Use continuous scheduling for your media schedules. c. Calculate the share of voice of your clients. d. Contact a single-source tracking service like BehaviorScan.

d. Contact a single-source tracking service like BehaviorScan.

45. 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. a. Continuity b. Scope c. Reach d. Frequency

d. Frequency

51. 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: a. SOVs. b. IBPs. c. CPMs. d. GRPs.

d. GRPs.