Media Planning Exam 1
Which of the following represents the calculation for ratings? # of people who viewed the show/100 x 100 # of people who viewed the show x 100 # of people in the universe/100 x 100 # of people who viewed the show/# of people in the universe x 100
# of people who viewed the show/# of people in the universe x 100
In effective frequency theory, how many times must your ad be viewed before it is considered effective? 1 2 0 3
3
How many households are in the Nielsen National TV Panel? 12 million 116 million 40,000 1.6 million
40,000
Which of the following is an example of owned media? A tweet about a particular brand A brand's website A television ad Your Facebook page
A brand's website
What is the main difference between a business objective and a marketing objective? A business objective relates to what you're going to do; a marketing objective relates to how you're going to do it Business and marketing objectives are often used interchangeably 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 A marketing objective establishes sales goals, and a business objective determines how you will achieve the goal
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 Social Radio Television
A laptop
What is the difference between a rating and reach? Reach represents the % of the universe who watched a particular show and a rating is the % of the audience who saw your ad message at least once There is no difference, they are the same number 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
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 Your Facebook page A brand's website A television ad
A tweet about a particular brand
Which is the last step within the purchase funnel? Interest Awareness Desire Action
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? Moment of Purchase Active Evaluation Post Purchase Experience Loyalty Loop
Active Evaluation
Why is right audience, right place, right time no longer an effective way to approach media planning? Consumers are now their own creators and curators of content All of these options Consumer think advertising people are one step above car salesmen Consumers are now enabled to find their own solutions to their needs
All of these options
Which of the following is not an advantage of the upfront market? An advertiser can gain more favorable inventory An advertiser gets guaranteed ratings An advertiser can cancel their buy at any time An advertiser will tend to get more favorable pricing
An advertiser can cancel their buy at any time
The idea of the purchase funnel stemmed from the AIDA model. Which part of the purchase funnel does the question "What is it?" address? Action Awareness Desire Interest
Awareness
Which of the following is NOT a messaging driver? Awareness Fun Trust Price
Awareness
The difference between media planning and communications planning is Communications planning moves beyond simply reaching audiences and seeks to influence people The two are essentially the same thing, communications planning is merely a buzzword Communications planning is about reaching the right audience at the right time with the right message Communications planning is the practice of pushing messages to consumers
Communications planning moves beyond simply reaching audiences and seeks to influence people
Which of the following sources was developed to measure digital audiences? Nielsen MRI-Simmons Commspoint Influence Comscore
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? Cost Consumer Convenience Communication
Consumer
How does the practice of "showrooming" impact the moment of purchase? Today consumers are so overwhelmed by the massive choice that they just give up and leave the store Consumers have the opportunity to wander massive showrooms stocked full of any size or color of product they want, they have more choice than every before Consumers may visit a store to find what they want but then go online to find the best deal The internet is just one big showroom, no one physically goes to stores anymore
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? Information from the first time you open your credit card account Information from your At&T mobile phone account Data on your hotel purchases from your Delta Amex card Any information gleaned from your home address
Data on your hotel purchases from your Delta Amex card
The next question asked is, "The response we need to make is..." The response is related to what an advertiser wants a consumer to think, feel or do with their brand. Which of the following is an effective response to Coca Cola? Drinking a Coke makes me happy Coca Cola is too sugary Coca Cola gives me a caffeine boost in the morning Coca Cola is a trusted company that has been around for 127 years
Drinking a Coke makes me happy
A Rating Point can be >100 True False
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. True False
False
More time is spent on mobile than on any other media. True False
False
Reach % can sometimes be >100 but GRPs can never add up to more than 100. True False
False
In the brief summary process, the first question to answer is, "The issue we face is..." This asks the advertiser to frame their business challenge. Which of the following is NOT an example of a business challenge? People think my brand is inferior I need to sell more product Consumers think my company engages in unsafe business practices People are replacing my brand with newer alternatives
I need to sell more product
Which of the following is NOT a common business objective? Increase Volume Increase Profit Increase Share Increase Productivity
Increase Productivity
If your marketing objective is to steal loyal, what is your business objective? Increase volume Increase share Increase profit
Increase share
Which of the following is an example of first-party data? Information from the first time you open your credit card account Data on your hotel purchases from your Delta Amex card Information from your AT&T mobile phone account Any information gleaned from your home address
Information from your AT&T mobile phone account
Which of the following represents the correct definition of a C3 rating? It represents the actual viewing during the three commercial breaks within a given program It represents the average viewers within the commercial breaks viewing live plus any DVR playback within thirty days It represents the average viewers within the program viewing live plus any DVR playback within three days It represents the average viewers within the commercial breaks viewing live plus any DVR playback within three days
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 Neocortex
Limbic system
Which pair correctly represents push v. pull media? Magazines : Social Media Television : Newspaper Social Media : Search Online video : Television
Magazines : Social Media
Magazines are sold based on readership for the following reason: Readership is in decline so publishers want to count every eyeball they can Readership numbers represent the actual number of people who subscribe to a magazine Magazines benefit from pass-along, so readership more accurately captures the number of people who have seen your ad Magazines don't release circulation numbers
Magazines benefit from pass-along, so readership more accurately captures the number of people who have seen your ad
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? Price Major life event Variety Availability
Major life event
Which of the following would NOT be considered a marketing actvity? Creating an advertising campaign Managing the company's profit and loss statements Determining what price consumers are willing to pay for your product Finding the quickest, most efficient route to delivering the product to the store
Managing the company's profit and loss statements
What is the difference between marketing and branding? Marketing is about selling, branding is about what you buy Branding encompasses all of the activities involved in producing and selling a product or service; marketing is how you define that product or service Marketing encompasses all of the activities involved in producing and selling a product or service; branding is how you define your product or service They're basically the same, marketing is about selling a brand
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? The decision journey is circular and the purchase funnel is linear The folks at McKinsey are smarter than Fred Macey McKinsey's Decision Journey does not stop at the point of purchase They are very similar; they both outline how consumers make decisions
McKinsey's Decision Journey does not stop at the point of purchase
Which of the following does Nielsen's Commspoint not measure? Media influence Media costs Media messaging Media usage
Media messaging
What does one rating point represent? The popularity of a program How many people watched a television show What percent of the total universe are in your target audience One percent of your total audience
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? Price Promotion Place Product
Place
Which of the following is part of McKinsey's Consumer Decision Journey but not the purchase funnel? Action Evaluation Initial consideration set Post-purchase experience Moment of Purchase
Post-purchase experience
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 Sociodemographic target description Behavioral target description Psychographic target description Advertising target description
Psychographic target description
According to Nielsen's latest Total Audience Report, which is the highest reaching medium based on weekly A18+ reach? Television Outdoor Radio Newspaper
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 Radio is mostly bought on a local basis Reach builds more slowly in radio so you need to buy more GRPs to achieve reach goals thereby naturally increasing the average frequency 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
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
Which distribution method does Disney+ utilize? Cable network AVOD SVOD Linear TV
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? Women 25-54 Samsung Galaxy purchasers Working mothers Socially conscious environmentalists
Samsung Galaxy purchasers
Which of the following is an example of a vehicle? Television Saturday Night Live Social Media Video
Saturday Night Live
Google's Zero Moment of Truth (ZMOT) was a result of what new consumer phenomenon? They were tired of being bombarded with ad messages Search has put so much more information at the consumers' fingertips The consumer loyalty loop People were getting confused when standing at the store shelf
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 Readers Code Readers People Meters Set-top boxes
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? Search Social Television Mobile
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? Samsung Galaxy purchaser Socially conscious environmentalists Women 25-54 Working mothers
Socially conscious environmentalists
"Working mother" is an example of a Psychographic target description Sociodemographic target description Advertising target description Behavioral target description
Sociodemographic target description
Which of the following is an example of a medium? Facebook Video NBC Television
Television
Which is NOT a definition of branding? The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised 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. A brand is essentially a container for a customer's complete experience with the product or company A name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor
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? What % of the universe saw your ad How tired someone is of seeing your ad The average number of times a person saw your ad How many times someone has purchased your product
The average number of times a person saw your ad
Which of the following represents an insight? People who shop at Tiffany's are primarily men, buying gifts for their wives, girlfriends and/or mistresses. They make at least $200,000 per year, have achieved at least middle management status in their careers and consider themselves to be worldly, high achievers and will spend more to demonstrate their status Tiffany jewelry is expensive, so it is considered only for special occasions 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 The blue box is easily identifiable as Tiffany's
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
What was the main source of disruption for the media planner in the 20th century? The fragmentation of media choices Three martini lunches The introduction of social media Ensuring that the advertiser's message was placed in front of the right set of eyeballs
The fragmentation of media choices
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? There is so much more variety than before People are more skeptical than they used to be Consumers visit more stores before making a purchase The growth of search has put more information in the consumers' hands
The growth of search has put more information in the consumers' hands
The final question on the brief summary asks, "The way we will achieve this is..." This question is trying to get to the role of communications. This is related to Marshall McLuhan's famous pronouncement that the "medium is the message." Which of the following does NOT help to explain McLuhan's meaning? The meaning can be interpreted based on what action (or interaction) the medium allows for The meaning can be shaped by how many people receive the message The meaning is impacted by the level of interaction with others when you receive the message The meaning is solely determined based on how much the receiver enjoys the medium on which it is delivered.
The meaning is solely determined based on how much the receiver enjoys the medium on which it is delivered.
What is NOT a factor in valuing a brand? Strong financial performance The ability of the brand to create demand in the future The role of the brand in the decision-making process The number of people who can recall the brand
The number of people who can recall the brand
What is the difference between the upfront and the scatter market? The scatter market allows advertisers to buy the inventory they most want on demand AND gain audience guarantees The scatter market occurs throughout the entire year so it is when most television commercial inventory is transacted They are essentially the same, it just depends on whether or not an advertiser wants to commit their dollars upfront or throughout the year The upfront market is when 80% of all television inventory is sold AND affords advertisers audience guarantees
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? The New York Times readers are 22% more likely to be over the age of 65 Of all moms, 35% read Parents Magazine Thirty percent of all Snapchat users are ages 18-34 Twenty-five percent of all 18- to 24-year-olds listen to Spotify
Thirty percent of all Snapchat users are ages 18-34
At its core, what is the goal of advertising? To sell people products they don't need To create funny ads To win awards To help consumers solve problems
To help consumers solve problems
Reach refers to the number of people who saw your ad, regardless of how often they saw it. True False
True
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 False
True
The media landscape is changing faster than ever before in history. True False
True
Which of the following four scenarios best represents a moment of receptivity? While listening to a new pop playlist on Spotify, an ad for Lysol runs between two songs While scrolling through my Facebook News Feed, a car ad appears among my friends' posts While reading a blog post about a new hotel in London, an ad for British Airways appears at the bottom of my screen. While watching "The Late Show" on CBS, an ad for GEICO runs during a commercial break
While reading a blog post about a new hotel in London, an ad for British Airways appears at the bottom of my screen.
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? Young digerati Tech-savvy millennial Busy mom Women 25-54
Women 25-54
Once the target audience is established you need to begin to develop your campaign strategy. Your strategy is framed by your campaign parameters. Which of the following is NOT part of the campaign parameters? The purchase cycle of the brand Your campaign's tagline How much your competitors are spending on advertising The category you are competing within
Your campaign's tagline
Which of the following is an example of paid media? Your Facebook page a tweet about a particular brand a brand's website a television ad
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? Internet iPhone Radio Apple TV
iPhone
