ch 9 sma

Marshall McLuhan claimed that sometimes the medium chosen can have as much or more impact on an audience as the actual message of the advertisement. What is the famous saying attributed to McLuhan?

"The medium is the message."

Click and drag on elements in order Rank the components of a media strategy statement in the correct order of appearance, with the first component at the top and the last component at the bottom.

1 a brief 2 an explanation 3 an outline 4 a budget 5 a statement about

A brand development index number of Blank______ indicates that a brand's performance balances with the size of the area's population.

100

If a product category's sales in San Francisco are 4 percent of total U.S. category sales and the population of San Francisco is 2 percent of the U.S. total, the CDI in San Francisco is Blank______.

200

If the sales of a brand in Boston is 10 percent of the brand's total U.S. sales and the population of Boston is 2 percent of the U.S. population, the BDI for Boston is Blank______.

500

Select all that apply Which of the following statements are true regarding the effect of new media technologies on marketing?

Audiences are spending more time with media than ever before. It is much more difficult for advertisers to reach a large audience.

The percentage of homes exposed to an advertising medium is referred to as .

Blank 1: Rating or Ratings

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

Blank 1: audience

Local media that many consumers in a neighboring country inadvertently receive is called media.

Blank 1: spillover or spill over

In media planning and buying, Blank______ is the cost of an advertisement divided by the number of thousands of people in the audience for the advertisement.

CPM

Match the term related to audience measurement (on the left) with its correct definition (on the right).

Circulation- The statistical measure of a print medium's audience. Readers per copy- Variable used to determine the total reach of a given print medium. Message weight- The total size of the audience for a set of ads or an entire campaign.

True or false: A medium's attention value and motivation value are impacted in the same way by a similar set of factors.

False

True or false: Due to more media choices, the number of messages that need to be communicated is now balanced with the consumer's ability to process them.

False

True or false: To express the number of times the same person or household is exposed to a message in a specified time span, media people use the term continuity.

False

______ are frequently used by media planners to define their target audiences.

Geo demographic classifications

Identify an accurate statement about exposure value for media vehicles.

Higher involvement suggests greater ad exposure.

Why have ad agencies moved the task of media planning to an earlier phase in the overall process?

It is important to plan when, where, and under what conditions to make contact.

What is an advertiser's medium of choice in order to reach whole urban populations where TV ownership is low?

Movies

Select all that apply Which of the following statements accurately describe advertising in foreign markets?

Outdoor advertising has greater coverage in many markets than in the United States. In developing countries, it is often more economical to send people around with baskets of samples than to use media. China has recently become a hot market for advertising.

Gross rating points (GRPs) = Blank______

Reach × Frequency

Select all that apply Identify two steps in the media planning framework.

Review marketing and advertising objectives. Devise an ingenious strategy for achieving the plan's objectives.

Select all that apply Which of the following are true concerning the use of computers in media selection and scheduling?

Software programs help planners select which media to buy. Programmatic advertising can complete a series of complicated processes extremely quickly. Programmatic advertising is used extensively in digital media buys.

In order to reach the upper class, auto manufacturers utilize Blank______ advertising.

TV

Select all that apply Select the determinations a media planner must make when deciding on the best media vehicle for a campaign.

The ability of the vehicle to offer attention, exposure, and motivation. The percentage of the vehicle's audience that matches the product's target audience.

Select all that apply Identify the factors that help determine the exposure value of an advertisement:

The nature of the audience. The nature of interaction it requires. The nature of the vehicle.

Comparing different vehicles by CPM or CPP is important but does not take into account each vehicle's other advantages and disadvantages.

True

True or false: In order for the frequency of a radio advertisement to be increased, its continuity and/or reach must be decreased.

True

True or false: In the late 1990s, clients started taking an a la carte approach to agency services.

True

True or false: Media often spill over into countries lacking indigenous-language publications.

True

True or false: When evaluating media vehicles, the planner considers the overall campaign objectives and strategy.

True

Select all that apply Media planning involves what types of decisions?

What media vehicles will reach and engage our target markets? Where should we advertise? How can we integrate advertising with other communication tools?

By combining the strategic planning and media planning groups into one department, agencies have given media planners Blank______.

a role in creative strategy

Cannon and Riordan acknowledge that conventional media planning is based on media vehicle exposure, however effectiveness should relate to Blank______.

advertising message exposure

Select all that apply What must a company establish before trying to sell its product(s)?

an advertising plan a marketing plan

A media planner requires Blank______ to determine a budget in a media strategy.

analytical skill

In the past, people who planned and bought media were Blank______.

anonymous in comparison to the employees in the creative department

Select all that apply Which of the following factors do media planners use to evaluate media vehicles?

audience characteristics exposure value campaign strategy cost efficiency

The specific types of people the advertiser wants to reach are defined by Blank______.

audience objectives

Effective frequency takes place between a maximum level that Blank______ and a minimum level that provides message awareness.

becomes overexposure

Due to the natural maturation of markets, companies have been increasingly focusing on noncommissionable activities called Blank______ activities.

below-the-line

Match the following media with the basis for calculation of their gross rating points.

broadcast media- Gross rating points are often calculated for a week or a month. print media- Gross rating points are calculated for the number of ads in a campaign. outdoor advertising- Gross rating points are calculated on the basis of daily exposure.

Match the following media with the basis for calculation of their gross rating points. Instructions

broadcast media- Gross rating points are often calculated for a week or a month. print media- Gross rating points are calculated for the number of ads in a campaign. outdoor advertising- Gross rating points are calculated on the basis of daily exposure.

In scheduling the release of advertisements, the media planner takes into consideration when consumers are most likely to Blank______.

buy the product

How does an advertiser achieve its stated media objectives?

by creating a media strategy

As the prominence of media departments rose in the late 1990s, agencies started Blank______.

competing for media buying assignments separately from the creative business

What types of messages require more space or time allotted for an explanation of the product?

complex messages

The type of people in the audience is usually decided by the Blank______ of the medium.

content

What are the three critical elements of media planning?

continuity, frequency, and reach

The cost of exposing a message to the target audience rather than to the total circulation is an indicator of Blank______.

cost efficiency

As a result of technological advancements in media, customer feedback has become more:

cost-effective

Select all that apply The purposes of a mixed-media approach include which of the following?

delivering coupons in print media when the primary vehicle is broadcast providing repeat exposure in a less expensive secondary medium after attaining optimum reach in the first reaching people who are unavailable through only one medium

Analysis of the advertising response curve shows that, with repeated exposures, incremental response to advertising Blank______.

diminishes, rather than builds

As media planners purchase more gross rating points (GRPs), the unit cost falls because of Blank______.

discounting

In the context of media objectives, where, when, and how often advertising should appear is defined by Blank______.

distribution objectives

The optimal frequency concept put forth by Cannon and Riordan shifts the focus of media planning from exposure effectiveness to Blank______.

effective exposures per dollar

The average number of times a person must see or hear a message before it becomes effective is defined as Blank______.

effective frequency

The portion of the audience who experience enough exposures to truly receive the message is measured by Blank______.

effective reach

Based on repeated exposures to the medium or the program, the intensity of a media schedule is measured by Blank______.

frequency

What two variables are needed to calculate gross rating points?

frequency and reach

What can planners determine by multiplying a medium's total audience size by the number of times that an advertising message is used during the period?

gross impressions

Media planners calculate the total gross impressions for a schedule by adding the Blank______.

gross impressions for each medium used

Similar to how gross impressions are determined, the message weight of a particular advertising schedule can be calculated by adding the ratings of several media vehicles. This is expressed as Blank______.

gross rating points

A true statement about reach as a media objective is that it Blank______.

is the number of people who are exposed to an advertising medium

If a store serves only one town, which type of plan will a media planner will use for advertising?

local

Match the following advertising plans with their corresponding use.

local plan- to advertise in a city chosen to test market a new product regional plan- to advertise in an entire state or province national plan- to advertise in several regions or an entire country

Match the following components of a media strategy statement to the corresponding media mix element.

market- a brief definition of target audiences and the priorities for weighting them media- an indication of which media types will be used and why money- a budget for each medium including the cost of production mechanics- a statement about the intended size of message units methodology- an outline of the specific reach, frequency, and continuity goals

Of the five factors (or five Ms) in a media strategy, Blank______ refer to the various targets, or prospects, of a media plan.

markets

What are the various targets of a media plan called?

markets

The Blank______ element of the media mix is directly affected by the characteristics features of the various types of media, as they determine the size, length, color, and position of the message.

mechanics

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

mechanics

Select all that apply Select the five Ms of a media strategy.

mechanics methodology markets media money

Planners develop media strategies by blending elements of the Blank______.

media mix

What translates a company's advertising strategy into goals that can be accomplished?

media objectives

An agency's strategic ability to understand the target market and the most optimal time and place to communicate with them is attested by the work of a Blank______.

media planner

The purpose of Blank______ 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 number of people in a medium's audience is called Blank______.

media vehicle exposure

The total size of the audience for a set of ads or for an entire campaign that gives a measurement of the campaign's exposure in a particular market is called the:

message weight

The distribution objectives are directly related to Blank______.

message weight, reach, frequency, and continuity

Select all that apply What are the two types of media objectives?

message-distribution objectives audience objectives

A media planner determines the allocation of Blank______, an important element in a media strategy.

money

Select all that apply What are factors over which the media planner has little or no control?

mood of the message budget considerations purchase patterns

Select all that apply Which products require more constant levels of advertising?

paper products food stuffs

In the foreign markets of developing countries,

personal contact is a more widely used method of advertising than in the United States.

A BDI under 100 and a CDI over 100 indicate that the Blank______.

product category has high potential, but the brand is not selling well

What is the key to successful advertising?

proper planning

Media planners analyze markets to determine the reasons behind a prospect's Blank______ and then develop a media plan.

purchase patterns

Select all that apply What are media decisions influenced by?

purchase patterns media vehicles budget considerations

A factor that significantly influences a medium's motivation value is the Blank______.

quality of advertising reproduction

The term effective reach is used to describe the Blank______.

quality of exposure to a medium

The number of unique people or households exposed to a medium during a given period of time is referred to as Blank______.

reach

What is the programmatic advertising technique in which audiences are reached through an auction or bidding process where advertisers who will pay the highest amount get priority?

real-time bidding

Most modern media scheduling programs Blank______.

rely on programmatic advertising or some type of software to select their media buys

A feature of rating is that it Blank______.

represents the number of people watching a program

In the world of advertising, people in the creative and account service departments are often thought of as Blank______.

stars

Due to the development of modern technology and the natural maturation of the marketplace, Blank______.

television is now fragmented into multiple sections

Select all that apply What does the media planner decide when scheduling media?

the amount of space to buy the time frame for the ad the number of time units to buy

Select all that apply Identify the factors which determine a message's size, length, color, and position:

the competition offered by rivals the nature of the advertising message

It is increasingly expensive to reach target audiences using most media due to Blank______.

the media restricting the number of ads they sell

Gross rating points are used to determine Blank______.

the optimal level of spending for a campaign

Synergy means Blank______.

the total effect is greater than the sum of its parts

How are ads bought and sold when using programmatic advertising in the digital space?

through computer algorithms

What is determined by multiplying the number of subscribers with the estimated number of readers per copy?

total audience

Select all that apply What three purchasing behaviors affect every element of the media mix?

when the product is purchased where the product is purchased how the product is purchased