Integrated Media Planning Quizzes

which of the following represents the calcuation for ratings

# of people who viewed the show / # of people in the universe * 100

which of the following represents the most efficient buy (the most impressions at the least cost)

$100,000 ad on NYT.com reaching 1.5 million people 100,000 / 1.5 million

in effective frequency theory, how many times must your ad be viewed before it is considered effective?

3 times

if you bought 300 GRP and delivered a 75 reach, what is the avg frequency

4

what percent of the total audience does 5 rating points equal

5%

if your reach is 50 and your frequency is 3, how many Gross Rating Points have you delivered

50 x 3 = 150

an example of a vehicle

60 Minutes

example of demographic description

60% of all Americans own a dog

example of a behavioral target description

Apple TV+ subscribers also pay for a Spotify subscription

example of a psychographic target description

Apple users are very creative people who believe in thinking differently

which of the following media theories was developed most recently

Attribution theory

which of the following sources was developed to measure online audiences

Comscore

which is an example of a driver

I think McDonald's fries are the best

which of the following is an example of a barrier?

I think their customer service is terrible

what is an example of a medium

Radio

which of the following is not a medium

SMART TV

which of the following is an example of paid media

a Coca Cola billboard

example of an owned message

a brand's website

which of the following is an example of owned media

a brand's website

example of shared message

a retweet

example of earned media

a tweet about a particular brand

which best describes frequency bias

after hearing something (often for the first time) you start noticing it more often

is the following statment a barrier or driver? That starbucks is so far away

barrier

Based on McLuhan's theory, why is influencer marketing so impactful

because it is shareable

according to the uses and gratifications theory, which of the following would be best at meeting an effective need

binging netflix

which of the following is not an example of a "do" objective

change perceptions of "number one brand in the category"

example of cognitive ad avoidance

checking instagram during the commercial break

your client wants to know how much it cost each time someone clicked on their ad. Which equation will you use?

cost of the ad / # of clicks

what does CPM stand for?

cost per thousand

it is said that media planning is a combination of art and science. Which of the following best represents "art" of media planning

creating experiences

is the following a barrier or driver: "i make a point of supporting sustainable brands which is what is so great about Allbirds"

driver

which of the following is an example of a societal trend?

during COVID lockdowns more people turned to digital shopping options to purchase basic daily needs

which element of PESO has traditionally been considered public relations

earned media

true or false: drivers are simply the opposite of barriers

falsetele

an example of mechanical ad avoidance

fast forwarding through commercials

example of behavioral ad avoidance

going to the bathroom during a commercial break

example of sociodemographic target description

iPhone users are younger than Android users

an example of second party data

information about your grocery store purchases from your store loyalty card

example of third party data

information gleaned from browsing history

example of a psychographic description

many people think it is important for children to grow up with a dog, even if they don't care for them themselves

while impacting consumer's cognitive processing around your brand (what they "think" about your brand) is important, affective (feelings about the brand) can also be important because

most of our decisions start with emotions and how we feel

What part of our brain controls rational thought and language

neocortex

if you have a complex advertising message, in which of the following places are you likely to place your ad

on nytimes.com

what does a rating represent

one percent of your total audience

In the How Great Leaders Inspire Action video, what was Simon Sinek's rationale for his theory behind the Golden Circle?

people don't buy what you do, they buy why you do it

which of the following represents an insight

people see their dogs as much a part of the family as their children and treat them as such

your client wants to know why if you bought 100 GRPs why you didn't reach everyone (100%) of your target audience. What do you tell them? what is the difference between a rating and reach?

reach is a measure of how many people saw your ad at least one time, GRPs take frequency into account

according to the uses and gratifications theory, which of the following would be best at meeting a cognitive need?

reading the nytimes.com

example of earned message

recommendation from a friend

example of technological trend

sales of VR headsets has grown by 40% over the past three years

what does the S represent in PESO

shared media

according to the uses and gratifications theory, which of the following would be best at meeting a personal integrative need

sharing a link for a documentary on climate change on social media

which pair correctly represents pull v push media

social media vs newspaper

which of the following is an example of an economic trend

supply chain issues continue to put upward pressure on inflation

when seeking to understand how to impact how people "think" about our brand, it is important to recognize whether it is a high or low involvement brand. When advertising a low involvement brand, what is the best medium?

television

now that your client understands reach better, they are confused about what frequency means. which is the correct explanation for frequency

the average number of times people saw your ad during your campaign

what led to the job of media planning becoming more complicated at the end of the 20th century (and more important)

the disruptive nature of the internet

media planning evolved to what is now referred to as communications planning because of the emergence of the internet. What were the two main impacts of this?

the fragmentation of media options and the ability to understand how people interacted with our advertising

according to Marshall McLuhan, why is the medium the message

the way a message is delivered has an impact on how the message received

which of the following is an example of a political trend

there is growing support for regulation of social media companies

how did Coca Cola use media to connect people from India and Pakistan

through interactive digital screens

true or false: a rating point represents a percentage of your target audience

true

true or false: GRPs can be > 100

true???????

example of a paid message

tv ad

which of the following statements is a correct interpretation of coverage

twenty-five percent of all Samsung Galaxy owners listen to Spotify

which of the following statments is a correct interpretation of composition

twenty-six percent of all twitch viewers are ages 18-34

according to uses and gratifications theory, which of the following would be best at meeting a social integrative need

watching the college football game at a bar

which of the following is not a question a communications planner can ask to help them develop their media plan?

what is the right message to convey?

which of the four scenarios best represents a moment of receptivity

while reading a blog post about a new hotel in London, an ad for British Airways appears at the bottom of my screen

example of first party data

your purchase history on Amazon