Integrated Media Planning Quizzes
which of the following represents the calcuation for ratings
# of people who viewed the show / # of people in the universe * 100
which of the following represents the most efficient buy (the most impressions at the least cost)
$100,000 ad on NYT.com reaching 1.5 million people 100,000 / 1.5 million
in effective frequency theory, how many times must your ad be viewed before it is considered effective?
3 times
if you bought 300 GRP and delivered a 75 reach, what is the avg frequency
4
what percent of the total audience does 5 rating points equal
5%
if your reach is 50 and your frequency is 3, how many Gross Rating Points have you delivered
50 x 3 = 150
an example of a vehicle
60 Minutes
example of demographic description
60% of all Americans own a dog
example of a behavioral target description
Apple TV+ subscribers also pay for a Spotify subscription
example of a psychographic target description
Apple users are very creative people who believe in thinking differently
which of the following media theories was developed most recently
Attribution theory
which of the following sources was developed to measure online audiences
Comscore
which is an example of a driver
I think McDonald's fries are the best
which of the following is an example of a barrier?
I think their customer service is terrible
what is an example of a medium
Radio
which of the following is not a medium
SMART TV
which of the following is an example of paid media
a Coca Cola billboard
example of an owned message
a brand's website
which of the following is an example of owned media
a brand's website
example of shared message
a retweet
example of earned media
a tweet about a particular brand
which best describes frequency bias
after hearing something (often for the first time) you start noticing it more often
is the following statment a barrier or driver? That starbucks is so far away
barrier
Based on McLuhan's theory, why is influencer marketing so impactful
because it is shareable
according to the uses and gratifications theory, which of the following would be best at meeting an effective need
binging netflix
which of the following is not an example of a "do" objective
change perceptions of "number one brand in the category"
example of cognitive ad avoidance
checking instagram during the commercial break
your client wants to know how much it cost each time someone clicked on their ad. Which equation will you use?
cost of the ad / # of clicks
what does CPM stand for?
cost per thousand
it is said that media planning is a combination of art and science. Which of the following best represents "art" of media planning
creating experiences
is the following a barrier or driver: "i make a point of supporting sustainable brands which is what is so great about Allbirds"
driver
which of the following is an example of a societal trend?
during COVID lockdowns more people turned to digital shopping options to purchase basic daily needs
which element of PESO has traditionally been considered public relations
earned media
true or false: drivers are simply the opposite of barriers
falsetele
an example of mechanical ad avoidance
fast forwarding through commercials
example of behavioral ad avoidance
going to the bathroom during a commercial break
example of sociodemographic target description
iPhone users are younger than Android users
an example of second party data
information about your grocery store purchases from your store loyalty card
example of third party data
information gleaned from browsing history
example of a psychographic description
many people think it is important for children to grow up with a dog, even if they don't care for them themselves
while impacting consumer's cognitive processing around your brand (what they "think" about your brand) is important, affective (feelings about the brand) can also be important because
most of our decisions start with emotions and how we feel
What part of our brain controls rational thought and language
neocortex
if you have a complex advertising message, in which of the following places are you likely to place your ad
on nytimes.com
what does a rating represent
one percent of your total audience
In the How Great Leaders Inspire Action video, what was Simon Sinek's rationale for his theory behind the Golden Circle?
people don't buy what you do, they buy why you do it
which of the following represents an insight
people see their dogs as much a part of the family as their children and treat them as such
your client wants to know why if you bought 100 GRPs why you didn't reach everyone (100%) of your target audience. What do you tell them? what is the difference between a rating and reach?
reach is a measure of how many people saw your ad at least one time, GRPs take frequency into account
according to the uses and gratifications theory, which of the following would be best at meeting a cognitive need?
reading the nytimes.com
example of earned message
recommendation from a friend
example of technological trend
sales of VR headsets has grown by 40% over the past three years
what does the S represent in PESO
shared media
according to the uses and gratifications theory, which of the following would be best at meeting a personal integrative need
sharing a link for a documentary on climate change on social media
which pair correctly represents pull v push media
social media vs newspaper
which of the following is an example of an economic trend
supply chain issues continue to put upward pressure on inflation
when seeking to understand how to impact how people "think" about our brand, it is important to recognize whether it is a high or low involvement brand. When advertising a low involvement brand, what is the best medium?
television
now that your client understands reach better, they are confused about what frequency means. which is the correct explanation for frequency
the average number of times people saw your ad during your campaign
what led to the job of media planning becoming more complicated at the end of the 20th century (and more important)
the disruptive nature of the internet
media planning evolved to what is now referred to as communications planning because of the emergence of the internet. What were the two main impacts of this?
the fragmentation of media options and the ability to understand how people interacted with our advertising
according to Marshall McLuhan, why is the medium the message
the way a message is delivered has an impact on how the message received
which of the following is an example of a political trend
there is growing support for regulation of social media companies
how did Coca Cola use media to connect people from India and Pakistan
through interactive digital screens
true or false: a rating point represents a percentage of your target audience
true
true or false: GRPs can be > 100
true???????
example of a paid message
tv ad
which of the following statements is a correct interpretation of coverage
twenty-five percent of all Samsung Galaxy owners listen to Spotify
which of the following statments is a correct interpretation of composition
twenty-six percent of all twitch viewers are ages 18-34
according to uses and gratifications theory, which of the following would be best at meeting a social integrative need
watching the college football game at a bar
which of the following is not a question a communications planner can ask to help them develop their media plan?
what is the right message to convey?
which of the four scenarios best represents a moment of receptivity
while reading a blog post about a new hotel in London, an ad for British Airways appears at the bottom of my screen
example of first party data
your purchase history on Amazon