BUAD471 Chapter 10

Which of the following would most likely result in waste coverage?

A B2B ad appearing in a general fashion magazine

In media planning, the cost of ad space divided by circulation and multiplied by 1,000 is the formula used to calculate:

CPM cost per thousand

Which of the following techniques is most suitable for scheduling seasonal products such as Mother's Day cards and Valentine candy?

Flighting

Which of the following statements describes an advantage internet in the flighting method of scheduling?

Flighting creates cost efficiency by using advertising only during purchasing periods

____ are based on total audience a media schedule may reach using a duplicated reach estimate

GRPs

_____ is a summary measure that combines a program rating and the average number of times a home is reached during this period.

GRPs

Which of the following is a disadvantage associated with radio advertising?

High clutter

Which of the following is true of TCPM?

It calculates CPMs based on the target audience.

Which of the following is a drawback of the cost per thousand system?

It may overestimate or underestimate the actual cost-effectiveness.

Which of the following is an advantage associated with direct mail advertising?

Opportunities for repeat exposures

Which of the following factors leads to an underestimation of actual reach?

Pass-along rates

Which of the following statements is true about advertising reach?

Reach of a media vehicle can be defined as "opportunities to see" an ad

Which of the following is an advantage associated with newspaper advertising?

Short lead time for placing ads

Which of the following statements best explains a difference between target ratings points (TRPs) and gross rating points (GRPs)?

TRPs calculations do not include waste coverage, whereas GRPs calculations do.

_____ calculates the cost per thousand based on the target audience rather than the overall audience.

Target CPM

_____ refers to the number of persons in the primary target audience whom a media buy will reach and the number of times those persons will be reached.

Target ratings points (TRPs)

When trying to attain mass coverage of the entire U.S. market, which of the following forms of advertising would be most effective?

Television

Which of the following statements is true of marketing factors important in determining frequency levels as recommended by Joseph Ostrow?

The ability of a target group to learn and to retain messages has a direct effect on frequency.

Which of the following statements is true of the media mix?

The characteristics of a product help in determining the combinations of media that should be used

A company's goal to reach 50 percent of the target audience at least three times over a period of one year in order to create awareness is an example of:

a media objective

____ a medium or media vehicle is the actual total cost required to place the message

absolute cost

_____ is a figure used by advertisers that represents the medial number of times the target audience reached by a media schedule is exposed to a media vehicle over a specified period.

average frequency

Regal Foods Corp., a packaged foods manufacturer, wishes to determine the percentage of Umber coffee sold in a geographic area as compared to the percentage of the total population in this market. The most appropriate index to use would be:

brand development index

The rate of product usage in a geographical area can be calculated through the use of

brand development index

For which of the following products is an advertiser most likely to use continuity scheduling?

cake mixes

To determine the potential for sales of coffee, as opposed to a specific brand, in a particular market area, a company should use:

category development index

In a(n) ____ scheduling method, a regular pattern of advertising is developed without gaps of non advertising periods on an ongoing basis without regard of seasonality

continuity

Television commercials for Halo laundry detergent are aired several times a day, on various cable networks, throughout the year. Advertisers of Halo believe that this will serve as a constant reminder of the brand to the consumers. Media planners of Halo are likely to be using a(n) _____ scheduling method.

continuity

Which of the following media scheduling strategies would most likely be used by a marketer of dishwashing detergent

continuity

Recency planning focusses on

continuous scheduling over a one week period

Which of the following parameters does the formula for the computation of cost per thousand (CPM) take into account?

cost of ad space

Which of the following parameters does the formula for the computation of cost per ratings point (CPRP) take into account?

cost of commercial time

In media planning, the cost of the commercial time divided by the program rating is the formula used to calculate:

cost per point

In an attempt to standardize relative costing procedures, the broadcast and newspaper media have begun to provide:

cost per thousand

____ refers to the potential audience that might receive a message through a media vehicle

coverage

The major problem with the use of readers per copy figures is:

determining pass-along rates.

Most viewers of the sitcom, Blonde Dream, also watch Euphony, a music-based reality show, which is broadcast immediately after Blonde Dream. An ad for Savor chocolates placed during both these shows would most likely result in:

duplicated reach

The overlap that occurs when the same people see an ad twice is referred as

duplicated reach

Whizz soda aired its TV commercial during the season premiere of Detective Drake. Subsequently, it also aired the commercial during the following program, which was a reality show. A certain percentage of people viewed both programs and were exposed to the ad twice. This overlap is referred to as:

duplicated reach

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey a desired message.

effective reach

Which of the following is an example of a media vehicle?

fashion magazine

Warm Weave Inc., a manufacturer of woolen garments, spends heavily on advertising during the months of December, January, and February. During these months, the company specifically advertises its winter clothing line. Warm Weave is most likely to be using a(n) _____ scheduling method.

flighting

____ is a scheduling method that employs less regular schedule with intermittent periods of advertising and nonadvertising

flighting

____ is the number of times a receiver is exposed to a media vehicle in a given time period

frequency

Hot sauce usage in the United States is generally concentrated in the region spanning West from Louisiana to New Mexico and North to the Arkansas-Missouri border. A producer of hot sauce would use this information to schedule by using:

geographical weighting

In a market analysis, the ____ is considered a good indicator of the potential market. It is derived by dividing the percentage of users in a demographic segment by the percentage of the population in the same segment and then multiplying the quotient by 100.

index number

Which of the following media is described as having few valid measurement techniques, a flexible message platform, and a direct selling potential?

interactive media

Which of the following statements is true of the flighting scheduling period?

it results in lack of awareness of promotional messages using non schedules times

Which of the following statements is true of the continuity scheduling method?

it serves as a content reminder to consumers

Computation of cost breakdowns on the basis of cost per thousand people reached is typically seen in the _____ industry.

magazine

An index number of 100 means that the:

market segment being analyzed is average

Juno Inc., a confectionery company, introduces a new range of peanut brittle. The company wants to make all its potential customers aware of its new product. The company should concentrate on:

maximizing reach

A ____ determines the best way to get an advertiser's message to the market

media plan

Which of the following positions in a company is likely to be responsible for determining what target markets should receive the most media emphasis?

media planner

The primary objective of ____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible

media planning

____ is the series of decisions in delivering a promotional message to the prospective purchasers and/or users of a product or brand

media planning

A media plan is a guide for:

media selection

____ are plans of action designed to obtain specific media objectives

media strategies

Chef's Delight is a television show hosted by Kevin Bacon. If the show is a specific carrier of messages within the television medium, it is referred to as a

media vehicle

Flair, a women's magazine, features an ad for Elvira watches. Flair, being a specific carrier within a medium category is known as a

media vehicle

A ____ is the general category of available delivery systems, which includes broadcast media, print media, direct marketing, outdoor advertising, and other support media

medium

which of the following is a creative factor that is used in determining frequency levels

message variation

Gross ratings points (GRPs) can be calculated by

multiplying reach times frequency of exposure

The pass-along rate refers to the:

number of persons to whom a magazine copy has been given and who have read it.

Advertisers include _____ in the readers per copy figures to estimate the number of people who read a magazine without buying it.

pass-along rates

Effective reach refers to the

percentage of media vehicle's audience reached at at each effectual frequency increment

unduplicated reach indicates

potential new exposures

A measure of potential reach in the broadcast industry that is expressed as a percentage in the TV, or radio, ____

program rating

duplicated reach

provides an estimate of frequency

Manufacturers of recreation vehicles advertise throughout the year but typically advertise heavily in June and September. Which of the following scheduling methods does this pattern represent?

pulsing

Patron's Paradise, an amusement park, advertises itself as a vacation spot throughout the year, but it advertises heavily during the summer months and during the Christmas season when more people are likely to take a vacation. This is an example of _____ scheduling.

pulsing

When a product's advertising schedule involves content advertising with heavier efforts being made at certain times, a(n) ____ schedule is being employed

pulsing

Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels?

purchase and usage cycles

____ is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time

reach

A marketer of running shoes wants to use a cost-effective method to reach its potential buyers with minimum waste coverage. The marketer should use a medium that:

reaches more potential receivers even though it has a high cost per thousand.

_____ refers to the relationship between the price paid for advertising time and the size of the audience delivered and is also used to compare media vehicles.

relative cost

_____ refers to the relationship between the price paid for advertising time or space and the size of the audience delivered.

relative cost

The primary objective of ____ is to time promotion efforts of a company so that they will coincide with the highest potential buying times

scheduling

The first step in developing a media plan is to

set media objectives

For which of the following products is an advertiser most likely to use a flighting schedule?

snow tires

The market potential in a given metro area relative to the U.S. as a whole can be determined by using the

survey of buying power index

Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market?

survey of buying power index

Media planners measured listenership of Volatile Heat FM during the months of February, July and October to set the advertising rates. These audience measures conducted at specific time periods are known as

sweep periods

Which of the following media utilize cost per ratings point to compare cost figures?

television

Which of the following statements is true of the effects of reach and frequency of a media vehicle

the central goal of productive media planning should be to enhance frequency rather than reach

When the most effective media exposes people who are not sought, waste coverage is still justified because

the cost of the waste coverage is exceeded by the value gained from their use

For newspapers, the cost efficiency formula for determining the relative cost of the media is based on:

the daily inch rate

When used in combination with other market information, the survey of buying power index helps a marketer determine

the geographic areas to target

Which of the following is considered an external factor that may influence the determination of media strategy?

the rising costs of media

Which of the following is considered an internal factor that may influence the determination of media strategy?

the size of the media budget

Which of the following factors reduces the effectiveness of a media plan?

time pressures

New brands or products need a very high level of reach

to make all potential buyers aware of the new entry

If an ad is placed on two TV shows, the total number of people exposed only once is referred to as

unduplicated reach

The category development index is similar to the brand development index except that it:

uses information about a product category

When the range of a media exceeds the targeted audience, the excess is referred to as

waste coverage

if media coverage reaches people who are not sought as buyers and are not potential users, then it is referred to as

waste coverage