Smartbook 9
Marshall McLuhan claimed that sometimes the medium chosen can have as much or more impact on an audience as the actual message of the advertisement. What is the famous saying attributed to McLuhan?
"The medium is the message."
order
1.a brief definition of target audience 2. an explanation of the nature of the message 3. an outline of the specific reach, frequency, and continutity goals, 4. a budget for each medium including the cost of production 5. a statement about hte intended size of message units
In a 100,000-person market, for the 20,000 listeners (20% of the market) reached by a radio campaign, the number of exposures is 4. Calculate the gross rating points of the radio campaign. Multiple choice question.
80 GRPs
_____ are frequently used by media planners to define their target audiences.
Geo demographic classifications
Why have ad agencies moved the task of media planning to an earlier phase in the overall process?
It is important to plan when, where, and under what conditions to make contact.
Which of the following statements accurately describe 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.
Brand development index (BDI) = _____
Percentofthebrand'stotalU.S.salesintheareaPercentoftotalU.S.populationintheareaPercentofthebrand'stotalU.S.salesintheareaPercentoftotalU.S.populationinthearea× 100
Which of the following are true concerning the use of computers in media selection and scheduling?
Programmatic advertising is used extensively in digital media buys. Programmatic advertising can complete a series of complicated processes extremely quickly. Software programs help planners select which media to buy.
Gross rating points (GRPs) = _____
Reach × Frequency
True or false: In the late 1990s, clients started taking an a la carte approach to agency services.
True
market
Who should be the target of the media message?
By combining the strategic planning and media planning groups into one department, agencies have given media planners _____.
a role in creative strategy
Cannon and Riordan acknowledge that conventional media planning is based on media vehicle exposure, however effectiveness should relate to _____.
advertising message exposure
What must a company establish before trying to sell its product(s)?
an advertising plan a marketing plan
In the past, people who planned and bought media were _____.
anonymous in comparison to the employees in the creative department
is the total number of people or households exposed to a medium.
audience
What are the advantages to using magazine advertising as a media vehicle?
audience interest various ad sizes local targeting
the specific types of people the advertiser wants to reach are defined by
audience objectives
What are the two types of media objectives?
audience objectives message-distribution objectives
The sales potential of a particular brand in a specific market area is indicated by the .
brand development index
Choice, Gross rating points are often calculated for a week or a month. Gross rating points are often calculated for a week or a month.
broadcast media
What are factors over which the media planner has little or no control?
budget considerations purchase patterns mood of the message
In scheduling the release of advertisements, the media planner takes into consideration when consumers are most likely to ______.
buy the product
How does an advertiser achieve its stated media objectives?
by creating a media strategy
The potential of the whole product category is determined by media planners using the .
category development index
As the prominence of media departments rose in the late 1990s, agencies started _____.
competing for media buying assignments separately from the creative business
What types of messages require more space or time allotted for an explanation of the product?
complex
The type of people in the audience is usually decided by the _____ of the medium. Multiple choice question.
content
What are the three critical elements of media planning?
continuity, frequency, and reach
Which of the following factors do media planners use to evaluate media vehicles?
cost efficiency campaign strategy exposure value audience characteristics
Analysis of the advertising response curve shows that, with repeated exposures, incremental response to advertising _____.
diminishes, rather than builds
As media planners purchase more gross rating points (GRPs), the unit cost falls because of ______.
discounting
In a media plan where, when, and how often advertising should appear is defined by
distribution objectives
The optimal frequency concept put forth by Cannon and Riordan shifts the focus of media planning from exposure effectiveness to _____. Multiple choice question.
effective exposures per dollar
True or false: A medium's attention value and motivation value are impacted in the same way by a similar set of factors.
false
True or false: To express the number of times the same person or household is exposed to a message in a specified time span, media people use the term continuity.
false
Based on repeated exposures to the medium or the program, the intensity of a media schedule is measured by _____. Multiple choice question.
frequency
What can planners determine by multiplying a medium's total audience size by the number of times that an advertising message is used during the period?
gross impressions
Media planners calculate the total gross impressions for a schedule by adding the _____.
gross impressions for each medium used
By adding the ratings of several media vehicles we can determine the message weight of a given advertising schedule that is expressed as
gross rating points
money
how much should be budgeted and where should it be allocated
A true statement about reach as a media objective is that it _____. Multiple choice question.
is the number of people who are exposed to an advertising medium
Choice, a brief definition of target audiences and the priorities for weighting them a brief definition of target audiences and the priorities for weighting them
market
a statement about the intended size of message units
mechanics
Choice, an indication of which media types will be used and why an indication of which media types will be used and why
media
Planners develop media strategies by blending elements of the ______. Multiple choice question.
media mix
What translates a company's advertising strategy into goals that can be accomplished?
media objectives
An agency's strategic ability to understand the target market and the most optimal time and place to communicate with them is attested by the work of a _____.
media planner
Prior to developing creative concepts for advertising, what type of strategic work must be done?
media planning
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
What are media decisions influenced by?
media vehicles budget considerations purchase patterns
The distribution objectives are directly related to _____.
message weight, reach, frequency, and continuity
The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, message weight, frequency, and continuity objectives is referred to as _____.
methodology
an outline of the specific reach, frequency, and continuity goals
methodology
a budget for each medium including the cost of production
money
What is an advertiser's medium of choice in order to reach whole urban populations where TV ownership is low? Multiple choice question.
movies
Choice, Gross rating points are calculated on the basis of daily exposure. Gross rating points are calculated on the basis of daily exposure.
outdoor advertising
Which products require more constant levels of advertising?
paper products food stuffs
In the foreign markets of developing countries, Multiple choice question.
personal contact is a more widely used method of advertising than in the United States.
Choice, Gross rating points are calculated for the number of ads in a campaign. Gross rating points are calculated for the number of ads in a campaign.
print media
A BDI under 100 and a CDI over 100 indicate that the _____. Multiple choice question.
product category has high potential, but the brand is not selling well
What is the key to successful advertising?
proper planning
A factor that significantly influences a medium's motivation value is the _____. Multiple choice question.
quality of advertising reproduction
The percentage of homes exposed to an advertising medium is referred to as .
rating
The number of unique people or households exposed to a medium during a given period of time is referred to as ______.
reach
The purposes of a mixed-media approach include
reaching people who are unavailable through only one medium. 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.
Most modern media scheduling programs
rely on programmatic advertising or some type of software to select their media buys.
A feature of rating is that it _____.
represents the number of people watching a program
What are the advantages to using outdoor advertising as a media vehicle?
simple message larger than life local targeting
Media planning needs _____.
solid scientific research and thorough mathematical analysis
Local media that many consumers in a neighboring country inadvertently receive is called .
spillover
In the world of advertising, people in the creative and account service departments are often thought of as ______.
stars
What does the media planner decide when scheduling media?
the amount of space to buy the time frame for the ad the number of time units to buy
Gross rating points are used to determine _____.
the spending for a campaign
Synergy means
the total effect is greater than the sum of its parts.
True or false: In order for the frequency of a radio advertisement to be increased, its continuity and/or reach must be decreased. True false question.
true
True or false: Media often spill over into countries lacking indigenous-language publications. True false question.
true
True or false: When evaluating media vehicles, the planner considers the overall campaign objectives and strategy.
true
true or false: When evaluating media vehicles, the planner considers the overall campaign objectives and strategy.
true
in order to reach the upper class, auto manufacturers utilize _____ advertising.
tv
media
what media vehicle should be used
methodology
what overall strategy should be used to achieve the desired media objectives
mechanics
what variety and specifications should be used in the media vehicle
What three purchasing behaviors affect every element of the media mix?
where how when