Media Planning Final
If we've spent $600,000 on our advertising on ESPN.com and generated 80,000,000 impressions, what is our CPM? $133.33 $7.50 $75 $.0075
$7.50
Mobile ad spending will exceed how much this year? $70 billion dollars $7 billion dollars $25 billion dollars $70 million dollars
$70 billion dollars
Our universe is defined as adults 25-54 and there are 100,000,000 of them. 200,000 people saw our Gatorade ad during the Mizzou football game 700,000 people were watching TV during the Mizzou game What is our rating? 2 .2 .002 20
.2
What percentage of our audience does a rating represent? 1% 2% 100% 10%
1%
Which of the following ad sizes are NOT used in mobile? 160x600 300x250 320x50 320x160
160x600
Our universe is defined as adults 25-54 and there are 100,000,000 of them. 200,000 people saw our Gatorade ad during the Mizzou football game 700,000 people were watching TV during the Mizzou game What is our share? .2857 28.57 .2 .002
28.57
If our avg. frequency is 8.6 and our reach is 500, how many GRPs do we have? .017 4300 1.7 58.14
4300
What is the reach potential of mobile for 18-24 year olds over a 4-week period? 68% 95% 50% 25%
68%
Which of the following statements is false when considering geo-targeting? Burger King should consider using radio to reach people while they are outside the home A CPG company like Proctor & Gamble should consider reaching people outside the home with TV A home loan company like Rocket Mortgage should consider using TV to reach people while at home Geo-fencing is possible with mobile
A CPG company like Proctor & Gamble should consider reaching people outside the home with TV
Which of the following is an example of paid media? A radio ad A tweet about your brand An instagram post that mentions your brand Your brand's website
A radio ad
A vehicle is ...... broadcast, publishing and the internet collectively the singular form of media a means of conveyance A specific TV/radio show, magazine, newspaper or website
A specific TV/radio show, magazine, newspaper or website
Westin hotel's "Be an oasis in a sea of chaos" is an example of what? Ad copy that worked well in Yahoo, but not Google A strong strategy creating a platform Westin's corporate mission statement A tagline that didn't resonate with its target
A strong strategy creating a platform
At what stage of the CDJ does TV NOT have a strong impact? Advocacy Awareness Re-purchase User Experience
Advocacy
At which stage of the CDJ does Mobile have the strongest impact on? Awareness Advocacy Re-purchase Trial
Advocacy
If your goal is to get people to share something about your brand in social media, which stage of the CDJ are you trying to impact? Trial Consideration Loyalty Advocacy
Advocacy
Measuring whether or not Starbuck's is a "brand like me", is an example of ______________? Affinity Behavioral measurement Social measurement Awareness
Affinity
Why is it important to establish KPIs prior to running your campaign? Well established KPIs allow you to optimize your plan throughout All of these options KPIs tell you how you will measure success KPIs ensure that you have a measurement plan in place
All of these options
The reasons why consumers do not take the actions advertisers want them to take are called ________________? Irrational Convenience Barriers Drivers
Barriers
Digital spending now outpaces TV spending. Which of the following is NOT a reason for this? Because TV has the most detailed target audience options available today Because consumers are spending more time with digital media Because more people are consuming video online than ever before Because people are spending more time on their mobile devices
Because TV has the most detailed target audience options available today
Why do we need to look at digital differently than traditional media? Because people don't really like rich media Because people consume news online instead of TV & print Because people watch YouTube instead of TV Because audiences are measured differently and it is easier to track people's online behavior
Because audiences are measured differently and it is easier to track people's online behavior
Which of the following statements is true? Contextual targeting takes into account a user's past web surfing behavior Behavioral targeting takes into account the content of a webpage Because people have already shown an interest in your brand, re-targeting has a high conversion rate A marketer is able to utilize re-targeting anytime a consumer gets online, regardless of which websites they've been to
Because people have already shown an interest in your brand, re-targeting has a high conversion rate
Why do we now consider the 4Cs instead of the 4Ps? Because the consumer needs to come first Because the 4Ps used to put the consumer first Because of Google & Bing Because of Instagram & Snapchat
Because the consumer needs to come first
Why do we need to look at mobile differently than more traditional desktop digital media? Because search volume is so low on mobile devices Because the way we target consumers with ads is different on mobile than it is on desktop Because banner ads are not available on mobile devices Because Snapchat & Instagram are mobile social platforms
Because the way we target consumers with ads is different on mobile than it is on desktop
A good way to increase profit is to ______________________. Ask existing users to buy more often Gain competitors users Recruit new users Borrow equity
Borrow equity
The first step in the communications planning process is creating the communications ________________? Audience Brief Strategy Tactics
Brief
If your campaign has a goal of attracting new customers, which of the following drivers would be best to consider? Drive Frequency Leverage Geotargeting Build Reach Encourage Sharing
Build Reach
Which statement is false concerning C3 ratings? C3 ratings measure program ratings + 3 day playback C3 ratings measure commercial ratings + 3 day playback C3 ratings were developed in part because research showed that TV commercial viewership was lower than program viewership Prior to C3 ratings, advertisers were paying for the program audience, not the commercial audience
C3 ratings measure program ratings + 3 day playback
If a client tells you to optimize to both impressions and clicks, what should you do? Choose the best answer. Do what they want because the client is always right. Say yes ma'am, right away ma'am. Calmly visualize yourself punching them in the face, breath deeply and then educate them on why this is not possible. Quit your job.
Calmly visualize yourself punching them in the face, breath deeply and then educate them on why this is not possible.
Which of the following is NOT true of the "upfront" marketplace? Ratings are guaranteed Upfront buys typically get better pricing Commercials are negotiated on a quarterly basis More premium inventory is available
Commercials are negotiated on a quarterly basis
The difference between media planning and communications planning is........ - There really isn't much difference. Communications planning is just a buzzword. - Communications planning is about the right audience, with the right message at the right time. - Communications planning is about pushing messages out to consumers. - Communications planning moves beyond simply reaching audiences and seeks to influence people.
Communications planning moves beyond simply reaching audiences and seeks to influence people.
If your "do" goal is to get your customer to download a coupon, which stage of the CDJ are you trying to impact? Awareness Trial Consideration Advocacy
Consideration
Which of the 4C's relates to "Product" of the 4P's? Cost Convenience Communication Consumer
Consumer
How does the practice of "showrooming" impact the moment of purchase? - Consumers have the opportunity to wander massive showrooms stocked full of any size or color of product they want, they have more choices than ever before - Consumers may visit a store to find what they want but then go online to find the best deal - Today, consumers are so overwhelmed by the massive choices that they just give up and leave the store - Nobody goes to stores anymore, they just shop online
Consumers may visit a store to find what they want but then go online to find the best deal
If selling more units is a goal of your business, which marketing objective might you employ? Gain Switchers Borrow equity Steal loyals Create new usage occasions
Create new usage occasions
Which of the following is NOT a component of a good strategy? Creating a unique & valuable position in the marketplace Trade-offs Creating a platform for media ideas, initiatives & tactics Creating TV spots that will have a good chance at winning industry awards
Creating TV spots that will have a good chance at winning industry awards
Which of the following is NOT one of the 6 stages of the communication planning process? Campaign Strategy The Brief Creative Execution Channel Selection
Creative Execution
What is a DMA? Designated Market Area Designated Market Advertising Demand Market Advertising Direct Market Advertising
Designated Market Area
Which of the following is NOT one of the 3 main ways to plan message scheduling? Pulsing Flighting Continuous Driving
Driving
Which of the following is NOT a SMART objective? Increase ad awareness by 25% by President's Day Achieve a 1.5% CTR within the first month of the campaign Reach 65% of the target audience of M18-34 during the length of the campaign Ensure our video goes viral within the first week
Ensure our video goes viral within the first week
If our message is "fun", the media placement that is likely to resonate best with our audience is: Paid Search None of these The "crime" section of a newspaper Facebook
Which 3 companies make up well over 55% of mobile ad spend? Facebook, Google & Twitter Amazon, Google & Twitter Amazon, Facebook & Google Amazon, Twitter & Facebook
Facebook, Google & Twitter
A business objective is typically what the CMO needs to worry about. True False
False
Which of the following would be considered deterministic data? likely adult age 18-54, unmarried, lives in Missouri, email address "unknown" Likely male, age 25-54, married, lives in Jefferson City MO, in-market for travel Female, 30 years old, 4 kids, from Columbia MO 65201, iPad owner Likely female, age 18-34, lives in Columbia MO, in-market for iPad
Female, 30 years old, 4 kids, from Columbia MO 65201, iPad owner
A good way to increase share is to ______________________. Ask existing users to buy more often Borrow equity Recruit new users Gain competitive users
Gain competitive users
Driving frequency should be the tactical driver chosen to address all EXCEPT which of the following? Help drive home a new message Help with product categories with repeat purchases Promote messages that need repetition Help drive home complex messages
Help drive home a new message
In order to earn consumer's attention, four key questions need to be answered. Which of the following is NOT one of the four questions. How did the problem arise? What problem does the consumer need solved? How likely is the consumer to use social media to share a post? What point in the problem solving process are they in?
How likely is the consumer to use social media to share a post?
Examples of awareness measures included all but which of the following? Are consumers aware that the McRib is available until New Year's Day? How many people downloaded our coupon? Have Mizzou students ever heard of Bootches? Do consumers remember how much they can save by switching to Geico Insurance?
How many people downloaded our coupon?
Defining target audiences starts with ________________. How we define the business objectives & challenges Psychographics Consumer behavior Demographics
How we define the business objectives & challenges
Which of the following is false about measuring display banners? If our goal is "desire", we want to measure via CPA If our goal is to increase awareness, we will want to measure via CPM If our goal is "interest", we want to measure via CPA (We'd want to measure via CPC if our goal is "interest") If our goal is a purchase, we want to measure via CPA
If our goal is "interest", we want to measure via CPA
If the duration of your plan is 3 months to launch your new fall line of clothes, which of the following should you include on your plan? Use pulsing to sustain reach over time Utilize Twitter advertising Use mobile banners because they are efficient Include TV to take advantage of its high reach because time is not on your side
Include TV to take advantage of its high reach because time is not on your side
Which of the following is an example of an attitudinal goal? Increase brand perceptions of "a brand like me" by 10% Generate 250,000 impressions Increase market share by 6% Earn 600 leads for a real-estate agent
Increase brand perceptions of "a brand like me" by 10%
Which of the following is NOT one of the three major buckets of Business Objectives? Increase Volume Increase Profit Increase household penetration Increase Share
Increase household penetration
Which of the following is NOT an example of a behavioral goal? Have 6000 people download a whitepaper Get 1000 people to book a rental car Increase profit by 6% Earn 400 test-drive requests
Increase profit by 6%
Which of the following is NOT a SMART objective? - Increase market share by 3% over the next quarter - Increase share of Dixie paper plates by 95% by Labor Day - Increase year over year sales volume by 6% between Thanksgiving and New Year's Eve - Reach 65% of Millennials an average of 2.5 times in the first two weeks of the campaign
Increase share of Dixie paper plates by 95% by Labor Day
Which is the second step within the purchase funnel? Desire Awareness Action Interest
Interest
Which of the following is the lowest reaching medium? TV Internet all of the above Radio
Internet
Which of the following is true about second-party data? - It is information a marketer has about users based on their direct relationship with that marketer - It is information a company has on a user based on the company's role as an intermediary in a transaction - It is not possible to acquire this kind of data anymore because of search and social media - It is aggregated data purchased from marketers and publishers
It is information a company has on a user based on the company's role as an intermediary in a transaction
Which of the following is true about first-party data? - It is information a company has on a user based on the company's role as an intermediary in a transaction - It is possible only offline - It is aggregated data purchased from marketers and publishers - It is information a marketer has about users based on their direct relationship with that marketer
It is information a marketer has about users based on their direct relationship with that marketer
Which of the following is NOT an example of a behavioral measure? Last Touch Attribution Engagements Downloads Actions
Last Touch Attribution
Which of the following is NOT considered a "local" medium? Radio OOH Newspapers Magazines
Magazines
It has been shown that very few consumers are 100% loyal to any given brand. They generally have a "repertoire of brands" that they will switch between. Which of the following is not generally a reason for consumers to switch brands? Price Availability Variety Major Life Event
Major Life Event
The action or business of promoting and selling products or services is the definition of what? Target Audience Marketing Analytics Public Relations
Marketing
Which one of the following statements about media is false. Media is singular for Medium Media refers when we are talking about broadcast, publishing and the internet collectively Media is the plural form of Medium Media is a means of conveyance
Media is singular for Medium
Which of the following statements are true of a medium? A medium is a specific magazine A medium is a specific tv show Medium is almost always plural Medium refers to when we are talking about one form of media only
Medium refers to when we are talking about one form of media only
Which of the following is an example of a demographic target? Men 25-54 years old Busy Moms People who value friends iPhone purchasers
Men 25-54 years old
The percentage of time spent using certain media is roughly similar to the ad spending percentage within those media. However there are two media channels in which this not true. Which medium has a greater percentage of time spent in that medium than the percentage of ad money spent in that medium? Mobile Radio OOH Print
Mobile
Which of the following statements is false? Mobile ad spend exceeds TV ad spend Mobile search spending will exceed $25 billion this year Mobile accounts for 30% of all US digital ad spend 87% of Facebook's revenue comes from mobile
Mobile accounts for 30% of all US digital ad spend
When measuring social media, what does MAU stand for? Monthly active users More audience per unit Monthly Audience per unit More actions per unit
Monthly active users
Which of the following is NOT true of Magazines and the CDJ? Great at creating awareness People read magazines over time, so reach builds slower than in TV Most magazines appeal to general audiences Works great for borrowed equity
Most magazines appeal to general audiences
Which of the following statements are false of Radio & the CDJ? - Since 70% of listening is done outside the home, radio is a great medium to reach people close to the point of sale - Most reach is driven through nationally syndicated radio programs such as Rush Limbaugh, so building reach is inexpensive - Since radio builds frequency, it is great in driving sales and promotional messages - CPMs are relatively low, so buyers can afford to buy greater numbers of spots which builds frequency quickly
Most reach is driven through nationally syndicated radio programs such as Rush Limbaugh, so building reach is inexpensive
Which of the following sources is best for measuring TV? Nielsen Simmons MRI comScore
Nielsen
Which statement is false concerning OOH & the CDJ. - Messages need to be simple, direct and easily understood - OOH works great for driving purchase due to highly localized placement close to retail locations - OOH is typically used to drive national awareness - OOH is typically used to drive local reach
OOH is typically used to drive national awareness
Which of the following statements are NOT true of "micro-moments"? - Micro-moments happen all along the CDJ - Consumers often move from the trigger event to search very quickly in the mobile environment - Consumer decisions have fractured into 100's of tiny decision-making moments - Once again, Google overcomplicates the situation. Micro-moments are simply situations in which brand loyalty is key
Once again, Google overcomplicates the situation. Microments are simply situations in which brand loyalty is key
f our message is such that we need to provide detailed info, which of the following media placements would likely be best? OOH Radio TV Online display ads
Online display ads
Shared Content is the intersection of: Owned & Earned Paid & Owned Paid & Earned Reach & Frequency
Owned & Earned
Promoted brand content is the intersection of: Reach & Frequency Paid & Owned Owned & Earned Paid & Earned
Paid & Owned
Newspaper rates are based on all except which of the following? The section in which an ad runs Day of the week Pass along readership Circulation
Pass along readership
Which of the following is not one of the 4P's Promotion Price Place Post-purchase experience
Post-purchase experience
Which of the following is part of McKinsey's Consumer Decision Journey but not part of the purchase funnel? Initial Consideration Set Post-purchase experience Active Evaluation Moment of Purchase
Post-purchase experience
Which of the following statements is false? When trying to drive brand affinity, online display is great because brands want to control where the ad is placed. Unlike message and tactical drivers, experiential drivers consist of owned media such as customer service reps Quality should be communicated in places where people are looking for info such as newspapers or SEM Price should be communicated in places where people are looking to be entertained
Price should be communicated in places where people are looking to be entertained
Which of the following is NOT an advantage of programmatic buying? Buyers can more quickly optimize their ad spend to the best performing websites Programmatic allows for buyers to negotiate value added media placemtns RTB allows for greater flexibility in budgeting Advertisers get the best pricing in auctions
Programmatic allows for buyers to negotiate value added media placements
Which of the four "P's" of Marketing can communications influence? Promotion Place Price Product
Promotion
Attitudinal goals are best at impacting all but which of the following stages of the CDJ? Purchase Consideration Advocacy Loyalty
Purchase
"Affective" are message drivers that include all but which of the following? Taste Fun Brand Affinity Quality
Quality
Which of the following represents a difference between behavioral targeting and "re-targeting"? -Behavioral targeting is more precise - Behavioral requires that marketers know who you are personally - Behavioral uses "cookie" data - Re-targeting requires the user to have been to your company's website
Re-targeting requires the user to have been to your company's website
Which of the following is NOT a metric used in online video buying? Audience Impressions Reach CPX/CPW
Reach
A good way to increase volume would be to _______________________. Recruit new users Gain competitive users Reduce cost of goods sold Borrow equity
Recruit new users
Nielsen measures can help you measure all but which of the following? Reach Clickthrough Rate Search Frequency
Search
Which is an example of "pull" media? Search Engine Marketing Magazines Newspapers Radio
Search Engine Marketing
Google's ZMOT was a result of what new consumer phenomenon? People were getting confused when standing at the store shelf Social Media The consumer loyalty loop Search has put so much more information at the consumer's fingertips
Search has put so much more information at the consumer's fingertips
Which of the following is NOT a category of KPIs? Behavioral Campaign Attitudinal Social
Social
The loyalty loop is new to the CDJ. Which medium is primarily responsible for driving the impact of the loyalty loop? Social Media Radio TV Out-of-home
Social Media
Which of the following is an example of "earned" media? Someone retweets your brand's tweet A brand's Facebook page A magazine ad A brand's app
Someone retweets your brand's tweet
Which of the following is not an advertising option on Twitter? Promoted Tweets Promoted followers Promoted Trends Sponsored Stories
Sponsored Stories
Taking demographics into consideration, which medium delivers the maximum reach potential against adults 18-24? Radio Desktop display ads Mobile display ads TV
TV
Which medium delivers the maximum reach potential? Magazine TV Mobile display Radio
TV
Objectives needs to be SMART. Which of the following is not part of being SMART? Tactical Strategic Realistic Measureable
Tactical
Which of the following statements is false? Tactics are the specific tasks that will be used to accomplish the strategy The strategy is the set of activities that will deliver a unique mix of value Tactics are the goals that help solve your business objective An objective is the articulation of what specific goal your campaign will accomplish
Tactics are the goals that help solve your business objective
Which of the following is a psychographic target? Women 18-24 iPhone purchasers People from California Tech Savvy Millennials
Tech Savvy Millennials
In which medium can an advertiser reach consumers the fastest? Newspapers Radio Television Magazines
Television
Which of the following is an example of "push" media? Paid Search Engine Marketing None of these Social Media Television
Television
"The Brief" addresses all but which of the following? The issue we face is..... The response we need to make is..... The "tonality" of the campaign copy will be.... The way we will achieve this is....
The "tonality" of the campaign copy will be....
What is the main difference between the purchase funnel (the AIDA model) and McKinsey's CDJ model? - The CDJ ends at the moment of purchase - The AIDA model includes a loyal loop - The CDJ does not stop at the point of purchase - The CDJ is for long journeys and the AIDA model is for quick decisions
The CDJ does not stop at the point of purchase
What is the main different in finding target audiences between mobile users and laptop users? The ability to track cookies The operating system The ability to target via previous search history There really isn't much of a noticeable difference
The ability to track cookies
Which of the following statements is FALSE? -The business challenge is defined by what is standing in the way of our brand's success -The business challenge is distinct from the business objective. -The core business challenge is usually the same as the business objective. -The business objective establishes what success will be.
The core business challenge is usually the same as the business objective.
What was the main source of disruption to the media planner in the 20th century? The iPhone The introduction of search engines The fragmentation of media choices The introduction of social media
The fragmentation of media choices
One of the main differences between the AIDA theory and the CDJ is how consumers move through the active evaluation stage, it is not just about increased interest or desire but it is a very active stage on the consumer's part when they study each alternative. Which of the following has been primarily responsible for increasing the importance of active evaluation? The growth of search has put more information in the consumer's hands People are more skeptical than they used to be. Showrooming There is more variety than before.
The growth of search has put more information in the consumer's hands
People typically have different motivations for searching on a mobile device as compared to a desktop computer. Which of the following statements is true regarding this phenomenon? Search engines almost always serve the same results for mobile search as they do for desktop search The vast majority of mobile searches have local intent The vast majority of mobile searches are for food Most mobile searches are research based
The vast majority of mobile searches have local intent
An insight can be defined as ____________________. The how behind the where The how behind the why The what behind the why The why behind the what
The why behind the what
The formula for the best set media strategy is what? A + B = C reach x frequency = GRPs C = (4)M+(3)V *(i-f) - 2(a) There is no set formula
There is no set formula
Which statement is false regarding barriers & drivers? They are the reasons people do or do not engage with a brand We need to make a list of both drivers & barriers They are almost always opposites We need to pick 1 or 2 barriers or drivers to concentrate on
They are almost always opposites
Which of the following statements are false regarding low-involvement products? They include items with high switching costs such as insurance & cell phone carriers They usually have short CDJ cycles People don't spend much time thinking about these purchase decisions Replacement products are usually OK with the consumer
They include items with high switching costs such as insurance & cell phone carriers
Which one of the following statements about impressions are false? Impressions are additive An impression is an opportunity to see They need to be expressed as a percentage They represent how many "eyeballs" were exposed to our ads
They need to be expressed as a percentage
Optimizing to both reach AND frequency should never be done because _____________. - impressions don't include clicks - reach is almost always more important than frequency - They work in contrast with one another. As reach increases, frequency does not. As frequency increases, reach does not. - clickthrough is the most important measure of trust
They work in contrast with one another. As reach increases, frequency does not. As frequency increases, reach does not.
Choose the best answer. Once the business challenge is defined, brands need to zero in on the response they will make. This is typically done through the lense of ______________, _______________ and ___________. -Traditional, Digital & Social media -Demographic, Behavioral & Geographic -Campaign Strategy, Message Drivers & Channel Selection -Think, Feel & Do
Think, Feel & Do
Powerful brands can drive profits because consumers are willing to pay a higher price for brands they like. True False
True
Which of the following is false regarding making trade-offs when developing our strategy? Your target should be specific It is better to have a meaningful presence in 4 channels than to be in 10 channels with a minimal presence Your media channel selection should not be too broad Try to be all things to all people
Try to be all things to all people
Which of the following is NOT a way to define your target audience? Using social media influencers Demographically Psychographically Behaviorally
Using social media influencers
Which of the following is a feel goal (as opposed to a think goal)? iPads have the best screen resolution Hondas get better gas mileage than Cadillacs Wearing Asics running shoes shows that I am serious about running yet have an eye for style Ram trucks have the best towing capacity
Wearing Asics running shoes shows that I am serious about running yet have an eye for style
Which is true of paid search? Relevancy doesn't matter because you are paying the search engine You pay only for "clicks" on your ad You pay each time someone sees your ad The landing page experience doesn't really matter because PPC involves ranking at the top of the SERP
You pay only for "clicks" on your ad
Which of the following is an example of "owned" media? A radio ad Your brand's website A TV ad A customer's review of your brand
Your brand's website
When it comes to paid influencers, true influence drives _____________, not just awareness. reach action frequency consideration
action
Which of the following measurement sources was developed to measure online audiences? Nielsen Simmons MRI comScore
comScore
Which of the following is an example of a behavioral target? Busy Moms iPhone purchasers Texans with a high school education Women 25-54
iPhone purchasers
A video or campaign going viral is a(n) _____________, not a(n) _______________. certainty; possibility strategy; tactic outcome; strategy action; consideration
outcome; strategy
Campaign goals relate back to the media metrics of ___________, _____________, ______________ and ______________. reach, frequency, impressions & clickthroughs actions, engagement, impressions & clickthroughs reach, frequency, impressions & actions reach, frequency, impressions & engagement
reach, frequency, impressions & clickthroughs
What does our "universe" define? Millennials the broadest group of people that we are interested in Adults 25-54 Gen Y
the broadest group of people that we are interested in
If you want to create a unique & valuable position in the marketplace, you much research which of the following? your "paid" social channels your "owned" social channels your "paid" search placements what your competitors are doing
what your competitors are doing