Media Planning Essentials 1-8
Which of the following represents the calculation for ratings?
# of people who viewed the show/# of people in the universe * 100
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 winning bidder pay for their search results?
$1.68
Which of the following represents the most efficient buy (ie, the most impressions at the least cost)
$100,000 ad on NYT.com reaching 1.5 million people
If your reach is 75 and your frequency is 1.6, how many Gross Rating Points have you delivered?
120
If you bought 150 Gross Rating Points and delivered a 75 reach, what is the average frequency?
2.0
In effective frequency theory, how many times must your ad be viewed before it is considered effective?
3
How many households are in the Nielsen National TV Panel?
40,000
Which of the following is an example of owned media?
A brand's website
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 around; a marketing objective addresses how management of the product, its pricing and distribution, and promotional activities can help achieve the business goal.
Which of the following is not a medium?
A laptop
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.
Which of the following is an example of earned media?
A tweet about a particular brand
Which is the last step within the purchase funnel?
Action
In the AIDA model, your opportunity to reach the greatest number of people is at the awareness stage. In McKinsey's CDJ, they found that there is actually another crucial part of the journey where advertisers can bring people in who weren't initially aware of their brands. Which stage is that?
Active Evaluation
Which of the following is not an advantage of the upfront market?
An advertiser can cancel their buy at any time
Digital media must be looked at separately from traditional media because
Audiences are measured differently AND It is easier to track people's online behavior
The idea of the purchase funnel stemmed from the AIDA model. Which part of the purchase funnel does the question "What is it?" address?
Awarness
Which of the following is not an advantage of programmatic buying?
Buyers can get more creative with process and gain valuable added value programs for their clients
Which metric do you use to drive interest for your product?
CPC
If Warby Parker's goal is to increase awareness, which metric would you recommend they use in purchasing their digital campaign?
CPM
Assuming the following scenario, which advertiser has the highest ad rank and what is that 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.
Chrome with an Ad Rank of 12
The difference between media planning and communications planning is
Communications planning moves beyond simply reaching audiences and seeks to influence people
Which of the following sources was developed to measure digital audiences?
Comscore
Warby Parker created its entire business on the understanding that what people wanted in their eyeglasses was an affordable, stylish pair of glasses. It focussed on developing eyewear that people wanted to buy. The development of its glasses was an understanding of which of the 4C's?
Consumer
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
Which of the following is an example of second-party data?
Data on your hotel purchases from your Delta Amex card
What was the main source of disruption for the media planner in the 20th century?
Ensuring that the advertiser's message was placed in front of the right set of eyeballs
A Rating Point can be >100
False
Barriers and drivers help define the underlying causes of your business challenges by defining why consumers do or don't buy your brand. They are exact opposites of each other.
False
True or False: Cookies are the same thing as IP Address.
False
True or False: More time is spent on mobile than on any other media.
False
True or False: Reach % can sometimes be >100 but GRPs can never add up to more than 100.
False
The unique code that identifies a specific computer is known as
IP Address
Which of the following is not a common business objective?
Increase Productivity
If your marketing objective is to steal loyals, what is your business objective?
Increase share
Which of the following is an example of first-party data?
Information from your AT&T mobile phone account
Which of the following represents the correct definition of a C3 rating?
It represents the average viewers within the commercial breaks viewing live plus any DVR playback within three days
A simplified definition of an insight is, "the why behind the what." Simon Sinek, in The Golden Circle explains the importance of the "why." He is able to break the concept down based on the anatomy and functions of our brains. Which part of the brain controls decision making?
Limbic system
Magazines are sold based on readership for the following reason:
Magazines benefit from pass-along, so readership more accurately captures the number of people who have seen your ad
Which pair correctly represents push v. pull media?
Magazines: Social Media
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 a common reason for consumers to switch brands?
Major life event
Which of the following would not be considered a marketing activity?
Managing the company's profit and loss statements
What is the difference between marketing and branding?
Marketing encompasses all of the activities 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 at the point of purchase
Which of the following does Nielsen's Commspoint not measure?
Media messaging
What does MAU stand for?
Monthly Active Users
What does one rating point represent?
One percent of your total audience
When Dollar Shave Club first launched, the consumer problem it was trying to solve was the high cost of razors. It realized it could do this by shipping its razors directly to consumers. Which of the 4P's did it address in making that decision?
Place
Which of the following is part of McKinsey's Consumer Decision Journey but not the purchase funnel?
Post-purchase experience
According to Nielsen's latest Total Audience Report, which is the highest reaching medium based on weekly A18+ reach?
Radio
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
Why aren't ratings used in buying digital video audiences?
Ratings were 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)
Which of the following does not represent a metric used for online video?
Reach
Which distribution method does Disney+ utilize?
SVOD
Both demographic and psychographic segments are generally identified by using secondary research methods based on studying samples of people. Technological and digital innovations have allowed us to collect actual behavioral data on all people. Advertisers have been able to research and model what everyone is actually doing. Which of the following is an example of a behavioral target segment?
Samsung Galaxy purchasers
Which of the following is an example of a vehicle?
Saturday Night Live
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
Which of the following Nielsen data collection methods mirrors Comscore's data collection method and does not require Nielsen equipment to be installed in your home?
Set-top boxes
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 ad formats receives the most ad dollars?
Social
Describing target audiences psychographically provides a deeper understanding of the person you are trying to reach and makes it easier to find that impactful moment of receptivity. Which of the following is an example of a psychographic target?
Socially conscious environmentalists
Which of the following is not an ad product offered on Twitter?
Sponsored Stories
Which of the following is an example of a medium?
Television
Which is not a definition of branding?
The act 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 an expression of the status you have achieved in life.
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 consumers' hands
What is not a factor in valuing a brand?
The number of people who can recall the brand
What is the difference between the upfront and the scatter market?
The upfront market is when 80% of all television inventory is sold AND affords advertisers audience guarantees
Which of the following statements is a correct interpretation of composition?
Thirty percent of all Snapchat users are ages 18-34.
According to recency theory, what is the most important part of the consumer decision journey?
Trigger Event
The difference between an impression and a rating point is that an impression is an actual count of the number of opportunities to see and a rating represents a percentage of a target audience
True
The media landscape is changing faster than ever before in history.
True
True or False: Reach refers to the number of people who saw your ad, regardless of how often they saw it.
True
Which is the largest display banner unit?
Wide Skyscraper
When defining target audiences, there are different ways to categorize audiences. While arguably the least effective, the most common target definitions are described by demographics. Which of the following is an example of a demographic audience description?
Women 25-54
Which is not true of paid search?
You can manipulate aspects of your website to ensure that your ad will come up first on paid search
Which of the following is an example of paid media?
a television ad
It took telephone technology 75 years to find a place in 50 million American homes. Technology adoption has been happening at an increased rate. Which of the following reached 50 million people in less than three years?
iPhone
