Chapter 9

Which of the following statements are true regarding the effect of new media technologies on marketing?

- it is much more difficult for advertisers to reach a large audience. - audiences are spending more time with media than ever.

The purpose of a mixed media approach include

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

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

Which of the following statements accurately described 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.

Which of the following best explain why many advertisers create concurrent campaigns aimed at retailers when they launch consumer campaigns?

-retailers need to be reassured that there is plenty of advertising support for their product -retailers need to be encourage to enthusiastically stock and resell product

Rank the components of a media strategy statement in the correct order of appearance, with the first component at the top.

1) a brief definition of target audiences 2) an explanation of the nature of the message 3) an outline of the specific reach, frequency, and continuity goals 4) a budget for each medium including the cost of production 5) a statement about the intended size of message units.

A brand development index number of ____ indicates that a brands 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 ______.

200

If the sales of a bran in Boston is 10 percent of the brands total U.S. sales and the population of Boston is 2 percent of the U.S. population, the BDI for Boston is ____________.

500

a mediums attention value and motivation value are impacted in the same way by a similar set of factors.

False

What Measures the intensity of a media schedule, based on repeated exposures to the medium or the program?

Frequency

_________ with value- added packages allows advertisers to gain associative value achievable with basic advertising.

Product integration

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

anonymous in comparison to the employees in the creative department.

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

audience

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

audience objectives

The sales potential of a particular brand in a specific market area is indicated by the _____.

brand development index

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.

-Running the same commercial every half hour on the same network in prime time is called _________

bursting

The potential of the whole product category is determined by media planners using the ________.

category development index

Match the following scheduling methods with their corresponding definitions:

continuous schedule: advertising runs steadily and varies little over the campaign period. flighting schedule: periods of advertising alternate with periods of no advertising pulsing schedule: this schedule mixes the other two schedules

the _________ is the cost divided by the number of thousands of people in the audience

cost per thousand

In a media plan where, when, and how often advertising should appear is defined by ________.

distribution objectives

Many large media companies are combining their resources and services as an incentive to _____.

get a bigger share of the advertisers budget

Media planners calculate the total gross impression for a schedule by adding the _______

gross impression for each medium used

By adding the rating of several media vehicles we can determine the message weight of a given advertising schedule that is expressed as _____ ______ _____.

gross rating points

Match the following advertising plans with their corresponding use:

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

Match the following elements of the media mix with their corresponding concerns

market: who should be the target of the media message? money: how much should be budgeted and where should it be allocated? media: what media vehicles should be used? mechanics: what variety and specifications should be used in the media vehicle? methodology: What overall strategy should be used to achieve the desired media objectives?

All communication vehicles available to a marketer make up the ______.

media

Match the following departments with their corresponding responsibilities:

media department: to ensure the advertising messages reach the correct target audience creative department: to develop advertising messages marketing managers and acct execs: to establish the correct target audience for advertising messages research department: to measure the effectiveness of advertising messages

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 is the purpose of _______.

media planning

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

media vehicle exposure

Media messages are delivered to the media audience that most closely resembles the desired target consumer using ______.

media vehicles

______ should be an advertiser's medium of choice in order to reach whole urban populations where TV ownership is low.

movies

In the foreign markets of developing countries,

personal contact is a more widely used method of advertising than in the united states.

A factor that significantly influences a mediums motivation value is the _____.

quality of advertising reproduction

__________ refers to the percentage of homes (or individuals) exposed to an advertising medium

rating

________ refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time

reach

__________ media that many consumers in a neighboring country inadvertently receive

spillover

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

the media restricting the number of ads they selk

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

true