Media Planning Exam 2

A good way to increase brand share is.. A. gain competitive users B. recruit new users C. all of these D. increase brand value and therefore being able to command a higher price

A

Assuming the following scenario, which advertiser has the highest ad rank? google chrome has a max bid of $2.00 and a quality score of 6 and apple TV bid a max of $1.00 and a quality score of 10. A. Chrome with an Ad rank of 12 B. chrome with an ad rank of 10 C. apple with an ad rank of 12 D. apple with an ad rank of 10

A

If Warby Parker's goal is to increase awareness, which metric would you recommend they use in purchasing their digital campaign? A. CPM B. CPE C. CPA D. CPC

A

If chipotle had a max bid of $2, a quality score of 6, and an ad rank of 12; and chick-fil-a had a max bid of $1, a quality score of 10, and an ad rank of 10: how much does the winner bidder pay for their search results? A. 1.68 B. 61.00 C. 0.61 D. 0.84

A

If controlling for the time of day when a consumer sees your message is important, which medium would you NOT choose? A. newspaper B. radio C. tv D. online banners

A

If you have a complex advertising message, which one of the following places are you likely to place your ad? A. in the WSJ B. in a mobile banner C. on a billboard D. in a :15 tv commercial

A

Knowing the level of consumer involvement in a category is important because... A. high involvement products generally come at either a high financial or emotional cost so consumers spend a lot of time researching these before buying which impacts where you need to reach them in the CDJ B. consumers put a lot of thought into low involvement product decisions bc they buy them so frequently they want to know that each time they are getting the very best C. consumers move thru the decision journey the same way whether is high or low involvement D. it is an indicator whether or not they are willing to share your message

A

Promoted brand content is the intersection of: A. Paid and Owned B. Owned and Earned C. Paid and Earned

A

Reach refers to the number of people who saw your ad, regardless of how often they saw it. A. True B. False

A

What types of measures would you not receive through commissioning a millward brown study? A. reach B. creative testing C. market mix modelling D. attitudinal measures

A

Which is the largest display banner unit? A. wide skyscraper B. banner C. medium rectangle D. leaderboard

A

Which metric do you use to drive interest for your product? A. CPC B. CPM C. CPE D. CPA

A

Which of the following is not a SMART objective? A. increase share of doritos cool ranch during the summer holiday snacking weekends B. solicit 30,000 price quotes within one year of launch C. increase brand likability by 10% over the next six months D. reach 75% of the target audience and average 3.5 times in the first four weeks of the campaign

A

Which of the following is not a component of a good strategy? A. one really good execution B. the willingness to make tradeoffs C. a single platform from which to combine a media idea, initiatives, or tactics D. a unique and valuable position in the marketplace

A

Which of the following is not an ad product offered on twitter? A. sponsored stories B. promoted trends C. promoted followers D. promoted tweets

A

Which of the following is not an advantage of programmatic buying? A. buyers can get more creative with process and gain valuable added value programs for their clients. B. advertisers can get the best pricing advantage in the auctions C. buyers can more quickly and easily optimize buys to better performing sites D. real time bidding gives advertisers greater flexibility in their budgeting

A

Which of the following is not an advantage of the upfront market? A. An advertiser can cancel their buy at any time B. An advertiser will tend to get more favorable pricing C. An advertiser can gain more favorable inventory D. An advertiser gets guaranteed ratings

A

Which of the following is not an example of behavioral measure? A. reach B. actions C. engagements D. downloads

A

Which of the following media are NOT good for customization of messaging? A. tv B. CNN.com C. search D. social media

A

Which stage of the consumer decision journey are attitudinal goals not best at impacting? A. purchase B. experience C. consideration D. advocacy

A

According to the IAB, which is not a provider of OTT video? A. OTT aggreator B. FEB C. OTT standalone D. TVE

B

Influencer marketing represents the intersection of: A. Earned only B. Paid and Earned C. Owned and Earned D. Paid and Owned

B

Newspapers are no longer an effective way to reach specific audiences A. True B. False

B

Reach % can sometimes be >100 but GRPs can never add up to more than 100 A. True B. False

B

Recency Theory led to which type of flighting strategy? A. flighting B. continuous C. pulsing D. all of these

B

Social listening tools like Sysomos and Radian6 are beneficial to understand what people are saying about your brand online. What can these tools measure? A. consumer sentiment B. all of these C. sheer number of conversations D. content of the conversation

B

Digital ad spending is now greater than television ad spending. What drove this shift? A. consumers are watching more video online B. consumers are spending more time with mobile devices C. consumers are spending more time with digital media D. all these options

D

How much of Facebook's ad revenue comes via mobile advertising? A. 100% B. $1 billion C. 50% D. 90%

D

If your goal is to drive 50,000 shares of your brand video, what stage of the CDJ are you trying to impact? A. awareness B. purchase C. consideration D. advocacy

D

What imapact does the CDJ have on the communications planning process? A. it defines whether or not a consumer will make a purchase B. it has no real impact C. consumers carefully plan out their own journeys and advertisers must be aware of each individual one D. consumers turn to different media at different stages in the journey

D

What is the difference between probabilistic and deterministic targeting? A. these terms do not relate to targeting strategies B. probabilistic is based on targeting by age and gender and deterministic is based on determining a specific audience group C. probabilistic targeting is liking rolling the dice and deterministic is based on knowing someone is buying your product D. probabilistic makes assumptions about device cross-ownership and deterministic targets based on first party information on the device owner

D

Which measurement tool is best at gathering behavioral metrics? A. none of these B. millward brown C. econometric modelling D. datalogix

D

Which of the following does not define how you will pace the frequency of messaging in a campaign? A. flighting (three or four week bursts) B. effective frequency (3+ reach) C. pulsing (on and off) D. continuous (always on)

D

Which of the following is an example of a strategic reason for prioritizing frequency over reach? A. people only buy your product on the weekends B. all of these options C. you need to gain household penetration by gaining brand awareness D. your product has a short purchase cycle and is bought almost weekly

D

Which of the following is an example why it is important to establish KPIs upfront? A. KPIs ensure that you have a measurement plan in place B. well established KPIs allow you to optimize your plan throughout C. KPIs tell you how you will measure success D. All of these

D

Which of the following is not a SMART objective? A. achieve a 1.5% click-through rate within the first four weeks of the campaign. B. reach 65% of the target audience of M18-34 during the length of the campaign C. increase ad awareness by 25% in second quarter D. ensure our viral video exceeds sharing expectations within the first 5 days

D

Which of the following represent unique advantages of advertising via mobile search? A. you can pay for the results the user clicked on B. it is bought and sold in an online auction C. it is based on the keyword searched for D. you can tailor the result to the location of the user

D

Which would be the best frequency strategy for a brand like Coca Cola which people may buy every day? A. pulsing B. effective frequency C. flighting D. continuous

D

Why aren't ratings used in buying digital video audiences? A. all of these B. we don't know how to measure online audiences yet C. TV is bought at the household level, digital is bought at the audience level D. ratings are developed to deliver on a strategy of communicating to mass audiences (one to many); in today's environment, we are communicating to more discrete, specific audience groups (one-to-few or one-to-one)

D

Is the following statement a barrier or a driver? apple always makes a superior product so I don't even have to research it.

Driver

I take a selfie of a happy me picking up my Starbucks mobile order and post it on Instagram saying, "What's better than skipping the #Starbucks line and scoring my Grande Mocha?" Is this an example of paid, owned or earned media?

Earned

A channel will only exert influence on one stage of the journey at a time True/False

False

Affective drivers refer to whether or not your campaign will be successful and cognitive drivers appeal to consumers rational side. (T/F)

False

At the channel screening stage you should select a few channels you like best, this is your opportunity to tell the tool what you want to do. True/False

False

Cookies are the same thing as IP address... True/False

False

Drivers are simply the opposite of barriers. True/False

False

If your campaign is new, reach is not as important so you should advertise in channels where you can target specific groups of people. True/False

False

It is not possible to get an accurate read on attitudinal measures. True/False

False

Mobile banner ads perform significantly better than desktop banner ads. True/False

False

The maximum reach graph is the most important element of the commspoint influence tool, it ensures that as many people see your ad as possible, the main goal of the tool. True/False

False

C3 Rating

It represents the average viewers within the commercial breaks viewing live plus any DVR playback within 3 days.

Why are magazines sold based on readership?

Magazines are more often shared with others so readership more accurately captures the number of people who have seen your ad

Chipotle posts a video of how they make their guacamole on their Facebook page. Is this an example of paid, owned or earned media?

Owned

Hilton Hotels buys a leaderboard to run at the top of The New York Times Travel section. Is this an example of paid, owned or earned media?

Paid

Shell partners with The New York Times T Brand Studio to write an article, "Cities Energized: The Urban Transition" about how our urban culture is a relatively new phenomenon that alters our relationship with the environment. Is this an example of paid, owned or earned media?

Paid

Radio is generally considered a frequency medium, i.e. it is easy to reach people repetitively with messages on radio. This is due to:

Radio is a more efficient medium and therefore you can buy more GRPs at a lower cost AND Reach builds more slowly in radio so you need to buy more GRPs to achieve reach goals thereby naturally increasing the average frequency

Difference between the upfront and scatter market

The upfront market is when 80% of all tv inventory is sold AND affords advertisers audience guarantees

Messaging drivers impact channel decisions because what you are going to say impacts where you are going to say it. True/False

True

Most people in the U.S. own a smartphone today than own a desktop or laptop computer True/False

True

The channel ranking chart helps you to determine which channels will be most influential in achieving your plan goals. True/False

True

What is the intimacy principle? A. people's primary relationship is with their phone, that is why the rate of married couples is declining B. the more intimate the relationship with the device, the more integrated the push model must be C. the higher level of intimacy people seek amongst each other, the less likely they are to engage in advertising messages D. people avoid intimacy whenever possible

B

What is the main difference between finding audiences on desktop/laptop devices and targeting on mobile? A. there is no difference B. the ability to track via cookies C. the ability to target via previous searches D. the operating system

B

Which communications objective would meet the following marketing objective: steal loyals? A. leverage multi-media touchpoints B. target competitor's customers C. increase message frequency D. drive broad reach

B

Which is not true of paid search? A. paid search results will show up at the top of the screen B. you can manipulate aspects of your website to ensure that your ad will come up first on paid search C. a paid search result is shown when the advertiser earns a high quality score, delivers relevant text in the search results, and has demonstrated historically high CTRs D. you only pay if the ad was clicked on

B

Which of the following is an example of a behavioral goal? A. reach 75% of all android smartphone users B. earn 15,000 requests for price quotes for auto insurance C. increase brand perceptions of "brand like me" by 15% D. increase profit by 10%

B

Which of the following is an example of attitudinal goal? A. reach 75% of all android smartphone users B. increase brand perceptions of "brand like me" by 15% C. increase profit by 10% D. earn 15,000 requests for price quotes for auto insurance

B

Which of the following is not a category of KPIs? A. attitudinal B. social C. campaign D. behavioral

B

Which of the following is not an example of OTT? A. Xbox B. iPad C. Google chromecast D. appleTV

B

Which of the following is not an example of branded content? A. the subway challenge on The Apprentice. B. a Share a Coke bottle C. L'Oreal; Project Runway D. Friskie's Dear Kitten

B

Which stage of the CDJ are campaign goals least effective at impacting? A. awareness B. purchase C. consideration D. advocacy

B

While "buy my product!" is a common "do" objective, that really only impacts the consumer at a purchase stage. We know that a lot of consumer decisions are made before and after that stage. If your "do" goal is to get someone to go to your website for more information, which stage are you trying to impact? A. advocacy B. consideration C. purchase D. awareness

B

Why is it necessary to treat mobile separately from digital media? A. you can't run banners on mobile B. targeting on mobile is different than targeting on desktops/laptops C. it is newer D. you take your phone with you

B

Digital media must be looked at separately from traditional media because... A. digital is new and traditional media is old and out of date. B. audiences are measured separately C. Audiences are measured differently AND it is easier to track people's online behavior D. it is easier to track people's online behavior

C

If your message is simple, which of the following is the best channel to use? A. newspaper B. branded content C. OOH D. search

C

Nielsen measures can help you measure all but which of the following KPIs? A. reach B. click-through rate C. search D. frequency

C

Out home media is best for A. Increasing word of mouth B. All of these options C. Delivering reach D. Communicating complicated messages

C

Shared content is the intersection of: A. Paid and Owned B. Paid and Earned C. Owned and Earned

C

The unique code that identifies a specific computer is known as... A. social security number B. the URL C. IP adress D. Email address

C

Understanding your message driver is important because... A. they address the point along the CDJ you will seek to communicate with your audience B. they are nuts and bolts of your ROI C. they take context into account D. all of these

C

Which is not an element of a SMART objective? A. measurable B. specific C. tested D. actionable

C

Which measurement tool would you use to measure online social sentiment? A. comscore B. nielsen C. radian6 D. ad servers

C

Which of the following does not represent a metric used for online video? A. impressions B. audiences C. Reach D. CPX

C

Which of the following is a think versus a feel goal? A. owning a mercedes demonstrates that you have achieves status yet you still look for value B. mini cooper owners are independent thinkers C. audi has better gas mileage than BMW D. i love apple

C

Which of the following is not a message driver? A. experimental B. affective C. inspiration D. congnitive

C

Which of the following is not an example of a tactical driver? A. sharing B. frequency C. price D. reach

C

what does MAU stand for? A. mostly active users B. monthly actual users C. monthly active users D. most awesome user

C

According to the Nielsen's latest Total Audience Report, which is the highest reaching medium based on weekly A18+ reach? A. Outdoor B. Newspaper C. Television D. Radio

D