media buying

Which of the following represents the calculation for ratings?

# of people in the universe/100 x 100

What represents the calculation for ratings?

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

Which of the following represents the most efficent buy (most impressions att the least cost)

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

If your goal is to drive 50,000 shares of your brand video, what stage of the consumer decision journey are you trying to impact?

Advocacy

Which of the following sources was developed to measure digital audiences?

Comscore

an example of a behavioral goal?

Earn 15,000 requests for price quotes for auto insurance

an example of earned media?

a tweet about a particular brand

the difference between media planning and communications planning is

communications planning moves beyond simply reaching audiences and seeks to influence people

a good way to increase brand share is

gain competitive users

What was the main source of disruption for the media planner in the 20th century?

the fragmentation of media choices

an example of first party data?

Information from your AT&T mobile phone account

Which of the following statements represents a behavorial description?

Samsung Galaxy Purchasers

The loyalty loop is new to the Consumer Decision Journey. Which medium is primarily responsible for driving the impact of the loyalty loop?

Social

Which of the following is not a common business objective?

Increase productivity

Convenience is the equivalent of which of 4Ps?

Place

One of the main differences between the AIDA theory and the Consumer Decision Journey 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

what is the goal of advertising?

to help consumers solve problems

a gross rating point can be >100

true

communication planning seeks to understand more about the consumer than just what media they consume, which of the follow is the least important thing for a communications planner to learn...

what time of day are they consuming media

If your reach is 75 and your frequency is 1.6, how many Gross Rating Points have you delivered?

120

It took telephone technology 75 years to find a place in 50 million American homes. How long did it take Pokemon Go to be downloaded on 50 million smartphones?

19 days

If you bought 150 gross rating point and delivered a 75 reach, what is the average frequency?

2.0

What is the main difference between a business objective and a marketing objective?

A business objective sets a quantifiable goal that the company needs to meet which the entire company rallies aorund, a marketing objective addresses how management of the product, its pricing and distribution, and promotional activities can help achieve the business goal.

What is the difference between a rating and reach?

A rating represents the % of the universe who watched a particular show and reach is the % of the audience who saw your ad message at least once

Whati s the difference between a rating and reach?

A rating represents the % of the universe who watched a particular show and reach is the % of the audience who saw your ad message at least once

an example of paid media?

A television ad

why is right audience, right place, right time no longer an effective way to approach media planning?

All of these below... -Consumers think advertising people are one step above car salesmen -consumers are now their own creators and curators of content -consumers are now enabled to find their own solution to their needs

Which of the following is a think versus a feel goal?

Audi has better gas mileage than BMW

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

Consideration

How does the practice of "showrooming" impact the moment of purchase?

Consumers may visit a store to find what they want but then go online to find the best deal

what is the difference between composition and coverage?

Coverage refers to what % of snapchat users are 18-24 years old and what percent of the vehicle's audience falls within your target audience. Composition refers to what % of 18-24 year olds are using Snapchat, and it represents what percent of your target audience engaged with a vehicle.

an example of second party data?

Data on your hotel purchases from your delta Amex card

Which is the third step within the purchase funnel?

Desire

Barriers and drivers help define the underlying causes of your business challenges by defining why consumers do or dont buy your brand. They are the exact opposite of each other.

False

If your marketing objective is to borrow equity, what was your business objective?

Increase profit

What is NOT a SMART objective?

Increase share of a Doritos Cool Ranch during the summer holiday snacking weekends

If your marketing objective is to increase household penetration, what was your business objective?

Increase volume

It has been shown that very few consumers are 100% loyal to any given brand. They generally have a "repetoire of brands" that they will switch between. Which of the following is not generally a reason for consumers to switch brands?

Major life event

What is the difference betweeen marketing and branding?

Marketing encompasses all of the activites involved in producing and selling a product or service, branding is how you define your product or service.

What is the main difference between the purchase funnel (the AIDA model_ and McKinsey's Consumer Decision Journey?

McKinsey's Decision Journey does not stop athe point of purchase

Which is not a step in the communications planning process?

Message development

which of the following sources is best for measuring television audiences?

Nielsen

What does one rating point represent?

One percent of your total audience

Which of the following represents a difference between MRI and Simmons?

One publishes a single study, the other breaks out hispanic, teen, kid, and digital surveys

Which of the following is part of McKinsey's Consumer Decision Journey but not the purchase funnel?

Post-purchase experience

Consumers relate to which of the 4{s

Product

the target audience has been defined as an adventure seeker who thrives off of overcoming challenges set for himself. This definition is an example of a

Psychographic target description

Which stage of the consumer journey are campaign goals least effective at impacting?

Purchase

Google's Zero Moment of Truth (ZMOT) was a result of what new consumer phenomenon?

Search has put so much more information at the consumers' fingertips

An example of a medium?

Television

NOT an element of a SMART objective?

Tested

Which is not a definition of branding?

The art or practice of calling public attention to one's product, service, need, etc, especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.

frequency factors in what phenomenon?

The average number of times a person saw your ad

Which of the following represents an insight?

The blue Tiffany box is a symbol of wealth, power and prestige. It is seen as a badge of honor so shopping at Tiffany's is more than just shopping for jewelry, it is and expression of the status you have achieved in life

What is not a factor in valuing a brand?

The number of people who are familiar with the brand

an example of a business challenge

To sell more product

Which of the following statements represents a demographic description?

Women 25-54

Which of the following statements represents psychographic description?

Young digerati

Once the target audience is established you need to develop your campaign strategy. Your strategy is framed by your campaign parameters. Which of the following is not part of the campaign paramaters?

Your creative executions

an example of owned media?

a brand's website

an example of an attitudinal goal?

increase brand perceptions of "brand like me" by 15%

If your marketing objective is to steal loyals, what was your business objective?

increase share

Which pair correctly represents push v pull media

magazines: social media

in television i was able to reach 80% of the audience with 500 GRPs, in radio it took me 670 GRPs, that results in...

people will hear my radio ad more frequently than they will see the TV ad (on average)

which stage of the consumer decision journey are attitudinal goals not best at impacting?

purchase