chapter 9

_____ measures the intensity of a media schedule, based on repeated exposures to the medium or the program.

Frequency

An _____ refers to a possible exposure of the advertising message to one audience member.

advertising impression

Advertisers use the _____ media scheduling pattern for products consumers purchase regularly.

continuous

The _____ of a media vehicle refers to the price of exposing the message to the target audience rather than to the total circulation.

cost efficiency

The _____ method for scheduling media alternates periods of advertising with periods of no advertising.

flighting

The advertising response curve indicates that:

incremental response to advertising actually diminishes with repeated exposures.

An important influence on the _____ element of the mix is how well a medium works with the style or mood of the particular message.

media

The purpose of _____ is 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.

media planning

The _____ describes how the advertiser will achieve its stated media objectives.

media strategy

Media planners select _____ that refer to particular magazines or shows according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired target consumer.

media vehicles

As an element of the media mix, _____ refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives.

methodology

Advertisers who want to reach several regions or an entire country use a _____ media plan and this may call for network TV and radio, newspapers, and the Internet.

national

In the _____ method for scheduling media, the advertiser maintains a low level of advertising all year but periodically increases the intensity during peak selling periods.

pulsing

The _____ refers to the percentage of homes exposed to an advertising medium.

rating

For print media, firms like the Audit Bureau of Circulations count and verify the number of subscribers and then multiply by the estimated number of _____ to determine the total audience.

readers per copy

According to Erwin Ephron, for fast-moving consumer products, the concept of _____ is based on "the idea that most advertising works by influencing the brand choice of consumers who are ready to buy."

recency planning

A(n) _____ media plan may cover several adjoining metropolitan areas, an entire state or province, or several neighboring states and may typically employ a combination of local media, spot TV and radio, and the Internet.

regional

The term _____ refers to local media that many consumers in a neighboring country inadvertently receive.

spillover media

Which of the following is an advantage of using the radio as a media vehicle?

Ability to change message quickly

Which of the following is the Web-based system developed by Interactive Market Systems (IMS) that consolidates and summarizes planning data in a single relational database?

Agency RollUp

List the two methods an advertiser may use to accumulate reach.

An advertiser may accumulate reach in two ways: (a) by using the same media vehicle continuously, or (b) by combining two or more media vehicles.

_____ define(s) the specific types of people the advertiser wants to reach.

Audience objectives

_____ refers to the duration of an advertising message or campaign over a given period of time.

Continuity

Which of the following is an example of a nontraditional advertising medium?

DVD

List at least five examples of nontraditional advertising media.

DVDs, electronic kiosks, shopping carts, aerial banners and lights, and blimps are examples of nontraditional advertising media.

Which of the following terms refers to the concept of how many people an ad "sees" rather than the other way round?

Exposure value

_____, a method for scheduling media, is used for products and services that experience large fluctuations in demand throughout the year such as tax services.

Flighting

Which of the following is an advantage of using mobile media as a media vehicle?

Immediate response

Which of the following is an advantage of using newspapers as a media vehicle?

Many ad sizes available

_____, one of the elements of the media mix, refers to the various targets of a media plan: trade and consumer audiences; global, national, or regional audiences; ethnic and socioeconomic groups; or other stakeholders.

Markets

_____ translate(s) the advertising strategy into goals that media can accomplish. They have two major components: audience objectives and message-distribution objectives.

Media objectives

Which of the following is true of the target audience of a product?

Media planners typically use geodemographic classifications to define their target audiences.

Which type of classification do media planners typically use to define their target audience?

Media planners typically use geodemographic classifications to define their target audiences.

Which of the following can be expressed in two ways: gross impressions and gross rating points?

Message weight

_____ refers to the total size of the audience for a set of ads or an entire campaign.

Message weight

Which of the following is a reason for the increasing cost of reaching target audiences for almost all media?

People can cope with only so many messages, so the media have to restrict the number of ads they sell.

_____ refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks.

Reach

Which of the following statements about reach is true?

Reach refers to the number of people exposed to and hence have an opportunity to see the ad.

_____, a method for scheduling media, refers to buying air time on all networks simultaneously.

Roadblocking

What are the five Ms of an effective media strategy?

The five Ms of an effective media strategy are: markets, money, media, mechanics, and methodology.

Which of the following statements about a medium's audience is true?

The media planner needs to know how closely the medium's audience matches the target market profile.

Which of the following is true of media planning?

The media planner's assignment is just as critical as the creative director's work

For a product, which of the following is true when its brand development index is low and its category development index is high?

The product has a low market share but good market potential

List the three principal media scheduling tactics used by media planners.

To build continuity in a campaign, planners use three principal scheduling tactics: continuous, flighting, and pulsing.

Which of the following is the purpose of an advertising plan?

To determine what to communicate through ads

In terms of media-planning activities, which of the following is the purpose of determining media strategy?

To translate media goals into general guidelines that will control the planner's selection and use of media

_____ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.

Value-added packages

According to Cannon and Riordan's analysis, the _____ is convex and it indicates that the first exposure is the most effective, followed by diminishing returns.

advertising response curve

The _____ of a media vehicle concerns the advertising message and copy, as well as the medium.

attention value

A(n) _____ is the total number of people or households exposed to a medium.

audience

Advertisers calculate frequency as the:

average number of times individuals or homes are exposed to a medium.

The category development index is:

based on sales potential of the entire product range in a specific target market.

The _____ indicates the sales potential of a particular brand in a specific market area.

brand development index

For high-ticket items that require careful consideration, a method for media scheduling known as _____ that refers to running the same commercial every half hour on the same network during prime time can be effective.

bursting

For print media, _____ refers to the number of subscribers.

circulation

In a _____ media schedule, advertising runs steadily and varies little over the campaign period.

continuous

The elements of the _____ are the product concept, target audience, advertising message, and communications media.

creative mix

In terms of media objectives, _____ define where, when, and how often advertising should appear.

distribution objectives

The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.

effective frequency

In terms of media planning, _____ refers to the number or percentage of the audience which receives enough exposures to truly receive the message.

effective reach

The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period.

gross impressions

In terms of the scope of the media plan, if a store serves only one town, or if a city has been chosen to test market a new product, then the advertiser will use a _____ plan.

local

The particular characteristics of different media, over which the media planner has no control, affect the _____ element of the media mix.

mechanics

As an element of the media mix, _____ includes all communications vehicles available to a marketer that includes radio, TV, newspapers, magazines, outdoor, online and direct mail, plus sales promotion, direct marketing, public relations activities and publicity, special events, brochures, and even shopping bags.

media

A reason for using the _____ approach, which refers to a combination of media, is to reach people who are unavailable through only one medium.

mixed-media

An advertising impression, also referred to as _____, is a possible exposure of the advertising message to one audience member.

opportunity to see

The _____ defines the market need and the company's sales objectives and details strategies for attaining those objectives.

top-down marketing plan